6 Surefire Steps to Content that Generates Demand and Drives Revenue
Step 3: Map Your Key Prospect Personas
Different personas will interact differently with content and in each stage of the buying cycle. An analytical buyer will need content that provides more details, while an executive will look for content that shows what a solution can do for a business. Personas can be mapped based on role, influence, personality, or any other segments that make sense for your business. For the sake of this article, we've designated two personas: David the Decision Maker and Gail Get it Done.
Step 4: Add the Content Layer
The content layer is comprised of content types and campaign types. Think broadly on what you need and what you have, and map it out the best you can based on the stages of the buying cycle. Typical content types include white papers, data sheets, case studies, videos, blogs, calculators, reports, demos, podcasts, power points, studies, reports, etc. And, any of this can be created by you or by a third party.
Line up campaign types on the next line of the grid. Campaign types include email campaigns, broad educational events/webinars, newsletters, co-branded marketing, banner ads, trade shows, etc.
Step 5: Assess Through Color Coding
Take a look at your content plan and color code the asset types. Red means you don't have that asset but need it, yellow means you have the asset but need to rework it, and green means you have the content piece ready to use as is.
By color coding the entire grid, you will be able to quickly see content pieces you can immediately leverage in campaigns. This view also helps assess the gaps and plan your priorities for development.
Step 6: Establish Priorities
The color coded content grid will give you a clear and easy to understand picture of content priorities. It's a document that is easy to share and discuss with others and allows you to set up a development plan for your content while also beginning campaigns based on what you already have.