Match your content to the SMB buyer’s journey—every step of the way.
Excerpted from our latest publication, The Definitive Guide to Accelerating the SMB Buyer’s Journey. Download it here.
In a recent post, I wrote about the importance of developing a mission for your content, to make sure you’re delivering what your audience wants and expects. Once you’ve developed that mission, it’s time to correlate that mission with the buyer’s journey. It’s all about having the right content for the right time at every step in the journey. Here are some examples to illustrate what this might look like, and how the approach we’re suggesting might vary by industry.
TOP OF FUNNEL
At the top of the funnel, your goal is to engage the audience and build trust by addressing a wide range of topics related to your mission. This could include business solutions related to your product’s benefits that inform and educate the buyer, including ideas and best practices. It could also include customer stories—real-world examples of what others are doing, and the positive results achieved. The following chart provides just a few examples of what we mean.