Regards,
iliyas

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We love your content, even if we are an agency. And we believe that sometimes really great content deserves a long post but in fairness we always try to add a new angle to the conversation.

Cheers

We love your content, even if we are an agency. And we believe that sometimes really great content deserves a long post but in fairness we always try to add a new angle to the conversation.

Cheers

Your smart point about content for each stage of the buying cycle mirrors Marketing Sherpa’s #3 lead generation best practice: “CREATE CONTENT FOR EACH STAGE OF THE SALES CYCLE“.

Here is a quick practical guide on how we map content for each stage.

First, model your pipeline by understanding the different stages a customer goes through when deciding to do business with you. They key is to keep it simple (4-5 stages) while identifying meaningful differences in “what you customer wants to know”. Here is the model we use as a strawman for our clients.

Key Decision Stages by Information Need

-Defining requirements: stating the problem
-Gathering information: finding solutions
-Evaluating alternatives: comparing solutions
-Final decision: committing to an alternative

And at each stage of the decision process you need to target your content to address differences in what your customer wants to know

1. Defining requirements: stating the problem.

Prospects are casting a wide net and may or may not have an idea what the solution will be
The information seeking has a broad focus using more generic and high-level search terms and keywords They may be seeing assistance with definition, scope, and internal buy-in.

2. Gathering information: finding solutions

Prospects are searching for available options that will meet their requirements
Keywords and search terms will be more specific and will start to reflect solution alternatives or categories. Their goal is developing a short-list of viable alternatives

3. Evaluating alternatives: comparing solutions

Porspects are looking for information specific to how a solution alternative will work in their context. They are seeking comparisons between short-listed alternatives, peer reviews, referrals, and experiences

4. Final decision: committing to an alternative

Prospects have a solid understanding of how each alternative measures up and the decision maker is trying to get comfortable with committing to one of the decision alternatives. They are managing questions from various stakeholders.

We then map specific differences in what each segment wants to know. The mapping tool posted here http://bit.ly/decision-stages is the tool we use to simply map these target segments, decision stages and content opportunities against available and to be developed content.