Content Marketing

Developing a Content Marketing Strategy

Part 2: Aligning Personas to Your Sales Funnel

Creating a Sales Funnel

If you don’t have a Sales Funnel mapped out already, you’ll need to make one to get started.

Takeaway: How to create a sales funnel, align personas

and use a content opportunity chart.

What Does a Sales Funnel Look Like?

If you don’t have a Sales Funnel mapped out already, you’ll need to make one to get started. The B2B Sales Funnel is usually more structured than the B2C Sales Funnel, but in general, your funnel will most likely look something like this:

Sales Funnel Example:

• You’ve developed a bacon doughnut recipe marketed towards large fast-food franchises.

• Keep in mind that we’re marketing to two different personas – the head chef in charge of new product development and the CEO.

Aligning Personas to Your Sales FunnelNow that you have your Sales Funnel, it’s time to align your personas and content to it.

Use the chart below as a guide:

Now What?First: Just fill in the boxes of your Content Opportunity Chart where you already have content.

Second: Ask yourself, “Where do I need to create content to push personas to the next stage of the Sales Funnel?”

• Identify gaps in content opportunity chart.• Research what could be used to fill those gaps. Is it a tool or

an interactive graph?

After that… Choose a Content Format.

Sales FunnelSummary

The Content Opportunity Chart shows you where the company is lacking content made specifically for its different personas.

It also shows you where the company is lacking content in the final stage of its Sales Funnel. Both observations give direction for your content marketing strategy.

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