Why Your Buyer Journey Mapping Should Dictate Your Content Spend

Here’s the situation – you have money left in your budget, and you’ve got major content gaps according to the buying cycle. How do you prioritize your spend?

If your answer is based more on gut instinct than actual knowledge of your content inventory and gaps, then a content audit could be extremely beneficial to you.

According to a Sirius Decisions B2B Content Study, 60-70% of B2B content goes unused. This means that 7 out of the 10 content pieces that you’re slaving over right now are never seen by the outside world.

The top reasons why:

  1. Topic is irrelevant
  2. Lack of awareness or the content can’t be found
  3. Low-quality content.

This means that you’re likely misusing your content budget. To prevent this from happening you need to produce content that serves a purpose.

You don’t need to reinvent the wheel – start with the content you have. Perform an objective audit across multiple dimensions, including place in customer journey, metrics, format, purpose, etc. The audit will give you a quantifiable result that you can share with your team instead of sitting around the table arguing which pieces should get done.

By far, the most important component of the audit, is mapping your content to the buyers journey. This requires a deep understanding of the following

  • Who’s involved in the buyer journey?
  • What are their needs?
  • What are the triggers that have them initiating their search and at each subsequent stage?
  • What are milestones they need to achieve to move onto the next stage
  • Where channels and influencers will they use to find content?

Once you have a strong handle on this, determining the content you need to have at each stage of the buying journey becomes much easier. You’re striving to provide helpful content that educates and provides answers to their questions.

After you’re done with the audit, don’t be surprised or offended if you realize that much of your existing content should be shown the door. We’ve conducted audits for several clients and found that anywhere between 30-50% of the content they give us to evaluate either needs a face-lift, needs reconstructive surgery or simply needs to go. We also find that most marketers tend to have a lot of late stage content (sell sheets, product briefs, case studies) but are often missing the helpful content found in the beginner and middle stages.

While the process of conducting a content audit can be as painful as passing a kidney stone, the inevitable relief in sensational. You’ll have a better understanding of what pieces you have that are actually worth sharing with prospects or customers, and you’ll know what purpose each piece serves. You’ll also know which pieces just need a minor update, which need a major overhaul and which pieces should never see the light of day again. You’ll be a much better position to leverage it for the variety of demand gen, lead nurturing and/or sales enablement programs you’re on the hook for. Most importantly, you and your stakeholders will be much more confident on how your content budget should be spent.

David will be reviewing the Content Audit Template that the GET LIFT Agency team uses with their clients at the Product Marketing Community Conference on April 22nd. If you’d like a sneak peak, please reach out to David.

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