- Number of lessons: 6
- Time to complete: 60–90 minutes
- Element: Create
- Topic: Demand Generation
- Contributor: Carlos Hidalgo, Allen Weiss
- Instructional Designer: Felicia Bonavita-Isoldi
- This course is part of your PRO subscription.
ABOUT THIS COURSE
A successful demand-generation program is fueled by content that is carefully crafted for each of the unique personas who have an influence on a buying decision.
In Creating Content for Effective Demand Generation you'll learn to use research to develop highly specific buyer personas. You'll see how to identify trends and use common themes to create personas that accurately reflect your intended audience. And you'll learn how the different roles on a buying committee can give your personas even more depth.
Once you've created your multi-dimensional personas, you'll mark the milestones each buyer takes along the purchase path. Map those, and you'll be able to create content that aligns with each stage of their journey. You'll provide relevant and memorable messages that deepen your relationship with the buyer, move them through the sales process faster, and ultimately lead to more and more sales.
Start creating content experiences that are conversational, engaging, and valuable to the people you seek to reach.
- 1 Use insights to create your buyer personas and pinpoint their role in the buying committee
- 2 Use insights to map your buyer's journey
- 3 Document the buying milestones, including the steps, personas, and time it takes for a buyer to move through each stage
- 4 Align your content with your buyer personas
- 5 Understand the value of a content architecture, and develop it by persona
LESSONS IN THIS COURSE
Research and Data: What you Need to Be Collecting to Develop Your Buyer Personas
A buyer-centric demand generation campaign relies on understanding your buyer personas. See how to use primary research, secondary research, and data analysis to fully develop your personas. Learn to work with your team to distill what you find into useful, relevant buyer personas.
Analyzing, Compiling, and Building Your Buyer Persona
Learn how to use data to develop personas that inform who you should be speaking to. Identify trends, common themes, and what separates one persona from the next. Develop dynamic personas that truly reflect your best possible customers.
We Are in a Buying Committee Era: How Many Buyers Are in Your Committee?
Research shows that the average B2B purchase involves seven stakeholders—each with a different view, bias, and purpose. Create better personas when you learn the roles you'll likely find in a buying committee, and how they work both together and individually.
Buying Milestones: How to Map Out Your Buying Milestones and Personas
Buying is not linear. Here, learn to document and map your buyers' milestones for buyer-centric demand-generation campaigns. Knowing who is involved, the actions they take, and the timing between each milestone will help you know what to say... and when to say it.
Content Alignment: Develop Compelling Offer(s) That Align to the Buyer's Journey
Buyers are drowning in content. Most don't even remember what they've consumed or who created it. Learn how to align your content to the stage of the buyer's journey and to the buyer's preferred content type, to open an ongoing dialogue that is relevant, valuable, and memorable.
Content Architecture: Creating Content That Fits Within the Buyer's Journey
A content map is NOT an editorial calendar. Instead, it's an understanding of your buyer and their journey. Start a conversation with your buyers. Rely on key insights to create messages that deliver a meaningful experience and create relationships.
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