Content for Lead Generation (Based on Buyer Personas)
Content for Lead Nurturing (Based on Your Sales Process)
Documentation of your sales process that moves the buyer persona through the buyer's journey from starting their information search to considering your brand to requesting to speak with sales.
Content assets aligned with each stage of the prospective buyer's journey.
Triggers are events that cause your buyer person to search for information. This is critical background information if you hope to answer their questions.
Your buyer persona's goals relate to their trigger issues. Again, critical information to be able to create content relevant to those personas.
Common questions your target personas are searching for information for.
Your ability to answer those questions with helpful, none-salesly information.
Analysis of what topics are most popular in your industry. Aligning your strategy with trending topics will help your content spread faster across social media, reaching more buyers and attracting more qualified website visitors.
Suggested blog titles organized by theme. 2 titles per week, for 3 months, 24 titles total.
Each title is carefully constructed using a buyer persona's question, your expert answer to that question, an information on content currently trending in that category.
Each content campaign must have a related piece of premium content, a longer form whitepaper or ebook that is promoted at the end of each related blog article. This will allow the blog reader to trade their email address for access to the more in-depth content. This is how you are going to generate "information qualified leads" that do not yet know about your brand.
Detailed guide to organizing your longer form informational content to mirror your sales process. Establish trust and credibility, flex your thought leadership, make an actionable recommendation, provide a clear next step (to learn more about your brand)
3 blog topics delivered via email to leads that get "stuck". Each article will address a common question found at that stage of the buyer's journey.
1 premium content recommendation to sell your brand.
Detailed guide to organizing your longer form "why choose us" content. Establish the need for your product, list your product and services to address the need, outline the process for working with you, and provide a clear next step.
3 topics delivered via email to leads that get "stuck". These are typically client stories or case studies. Each will address a common pushback to working with your company.
The easy offer that will allow leads who are ready to buy to contact your sales team.
The value added offers to capture leads that are on the fence, giving your sales team a chance to help them take the next step and add some value at the same time.
Detailed follow up procedure for the sales team to ensure that real feedback on the content's effectiveness drives the improvement of this plan over time.