Help Customers Understand Why

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You Only Need To Start Creating Content With Two Wimp Buyer Personas In Mind: A Director Of It At A Regional Bank And The Cfo At That Bank.step : Map Friction And Value Into The Customer Journeythink About Mapping The Journey Differently. Don’t Design It As The Traditional, Linear (Or Non-linear) Path You Think Prospects Will Follow. Instead, Identify The Most Appropriate Places To Introduce Friction Experiences Where Customers Get Sufficient Value To Continue Their Journey.


For Example, Instead Of Identifying A Catch-all Step Like “awareness,” Be oman phone number resource More Specific. You Could Create A Step To This (Your Go-to-market Challenge) Is A Problem Worth Solving.if You Identify A Step Without Corresponding Content, You Have Some Content To Create.once You’ve Introduced That Journey – And Identified The Places Where You Serve Those Experiences – You Can Map It To The More Internally Focused Buyer’s Journey That Will Interest The Sales Team.



This Internal Map Looks More Traditional And Aligns With The Buyer’s Journey. It Might Look Something Like This:raw Lead > Opportunity > Qualified Prospect > Customerbecause This Map Incorporates Internal Communication With The Sales Team To Determine The Value Delivered At Each Stage, Everybody Knows The Kind Of Conversation Intended For Each Lead Being Delivered (Or Not Delivered) Along The Customer’s Journey.step : Segment Content Into Buckets Of Intenti Prefer To Design For Customer Intention As Early As Possible In The Content Creation Process.