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Lesson 3: Mapping content to the buyer journey

Published Date

Learning objectives

  • Discover the types of content most marketers are lacking
  • Know the importance of creating a content map
  • Understand how to efficiently map content to the buyer journey

A lot of marketers focus on driving traffic to their site by creating a ton of top-of-funnel content but when it comes time to build a sales nurture or address common questions in the sales process, they find they’re missing content that speaks to their buyer’s pain points. In this lesson, we’ll look at the importance of mapping content to the buyer journey and how to get started. 

Resources

Screenshot of content mapping template. Chart that includes pain point summary, overarching value story, and benefit statements for each persona at each stage of the buyer journey