Mapping what you create in the buyer’s journey is vital to helping any potential customer transform. Once you’ve created a buyer’s detailed persona, segment your buyers based on their stage on the path to becoming their purchasing customer. Dition Historically, a content marketing campaign has a wide top funnel and this is where your customer experience begins. The direct experience to purchase from Awareness has to be a pleasant one that leaves them wanting more.

The key steps that a typical buyer goes through are:
- Awareness
- Interest
- Consideration
- Intention
- Evaluation
- Change

The B2B buyer's journey usually involves more than one person. Even if it starts with one person, as they progress through the journey the individual becomes a committee and the sens decision is needed for the purchase decision. B2B travel also doesn’t need to be linear depending on your buyer’s organizational structure.

Baby steps - content of awareness and interest
Initially, the buyer has not heard of your business so you should create your content to arouse your curiosity. They are not inclined to add to your newsletter subscribers list or email list. Creating great content is the first step before you start adding value to your customers. If your business is appearing in Google's featured snippet or your target keyword is in the first few search results of any search engine, you've already gained an advantage in the competition. Your content marketing strategy can help a lot here. From the moment a potential customer clicks on a link to your website, they should be constantly impressed so that you build a reputation for providing helpful content.

Optimizing your SEO, branding and thought leadership blog content is just one part of this process. Without an integrated approach to your digital marketing strategies there will inevitably be a break in the buyer’s journey resulting in a fragmented view of your organization’s services. Identifying key performance indicators (KPIs) and measuring return on investment is essential to focus your efforts at this stage which gives you more clicks and lower bonus rates. The goal is to measure your victories and losses so that you can change your content marketing strategy accordingly.

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Halfway - Consideration, purpose and evaluation content
Once you throw their interest, whenever someone sees your brand they associate it with the concept of reliability and will consider your content as a source of helpful information and sometimes a source of entertainment. Social media has proven to be an effective strategy for B2B marketing. This idea should be less marketable and more informative on social media platforms while strengthening your brand awareness. If the number of visitors returning to your website is increasing and some people are signing up for your newsletters, then you are on the right track.

Newsletters are a great way to keep in touch with interested customers. Use it to your advantage and change your content strategy to suit the needs of the buyer at this stage of the journey. Your SEO strategy also needs to be updated at this stage as long-tail keywords will play a more important role. At first, your customers were just curious about your product, now they have gathered some knowledge and they want a solution that is more specific to their needs.

Use analytics to focus on how many website visitors are filling out your lead generation forms and downloading your white papers, reports, and e-books. Use email marketing to sell the idea of ​​your resources to potential customers. Deck 7B20B has used these methods effectively in the travel industry even though it was one of the most successful industries in 2020. These resources will help you build relationships with your customers and gain their trust in your business. Your buyer’s intentions become clearer at this stage and they are evaluating your business’s efficiency and ability to serve their needs.

Final Leap - Conversion Content
This is the point at which the marketing team passes the stick to the sales team. Part of every content marketer’s choice is when they were able to create customers through passive monitoring of their content. You’ve created an easy journey for your customers and they trust you enough to start an active conversation with your business at this stage. Your marketing worthy top has been created and it’s time for the buyer to make a decision. Your buyer probably has a list of your competitors, including you, and is trying to decide which solution works best for them. Carefully worded CTAs and well-designed landing pages are a must at this stage. Here's a simple test to verify the effectiveness of your landing page - ask someone to look at your landing page for five seconds and tell you what the business has to offer. If they are not able to determine it, you may need to simplify your own language and design. Offering a free demo of your product or service is also a great way to give the buyer a practical example of how your solution or business challenge can be solved.

Don’t stop here - the buyer journey ends and the customer journey begins
If you’ve been with buyers for so long, you may think you can sigh, but the job of a content marketer isn’t complete yet. There is a golden opportunity for your business to build loyalty to your content marketing, further strengthen the value of your business, and provide personalized content to the customer. Capitalize on the great service you render to your business customers and Garner testimonials that benefit the real-world benefits of your business to others.

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