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Connecting the Dots: Mapping content marketing to the buyers journey.
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Connecting The Dots
Mapping Content to the Buyer’s JourneyLaleh Hassibi, Sr. Manager Content
Marketing, PayScale
Sponsored by:
5 Steps to Good Content
• I.D. your buyer’s persona: know who you are talking to
• Map their journey: know the paths they take• Produce content for each part of their journey• Repurpose content to feed the machine• Measure, test and do it all again
Sponsored by:
Buyer Persona
Sponsored by:
CSUITEFINHRDHRFN/AOMGM
Who buys PayScale software?
A Tale of Two Buyers
Sponsored by:
CSuite vs.
HR Functional
A Tale of Two Buyers
Sponsored by:
A Tale of Two Buyers
Sponsored by:
Map the Journey
Sponsored by:
Map the Journey by Persona
Sponsored by:
Finally! Content Production
Sponsored by:
Reach Them: Feed the Machine
Sponsored by:
Blog
Slideshare
Adwords
Social Media
Display &Retargeting
Youtube/ Vimeo
Test, Measure, Optimize
• A/B testing against goals (i.e., email subject lines, ad graphics, web landing pages)
• Analyze KPIs (leads, opens, traffic, clicks)• Optimize, learn and repeat
Sponsored by:
Laleh HassibiSr. Manager Content Marketing, PayScale@[email protected]
Sponsored by: