There’s a content tsunami out there. 91% of companies are producing more content, but only 30% have a defined buyer journey that motivates this content.
The result is that a ridiculous amount of content is being produced that does not engage, but instead overwhelms buyers.
Think about it this way: Buyers often will consume 5 or 6 content assets before engaging with a sales rep. But, if those assets don’t tell a clear value story that shows how you can help them, they will never get there.
The foundation of any content strategy is a personalized content journey. To engage and keep them engaged, buyers need to hear you speak to them personally, again and again.
Here’s an easy test to see if you are effectively personalizing on your website.
Ask yourself: Can your buyers in “one click” get to pages that speak to buyer goals, roles, and market segment value? This is what we call buyer personalization.
If you answer yes to that question, then for your next test ask: Does each of your individual pages have a personalized content journey?
A personalized content journey speaks to buyer value at three levels of content:
- Top of the funnel (TOFU) assets that build awareness and create engagement to drive website traffic as well as make it simple to follow up on sales or success conversations
- Middle-of-the-funnel (MOFU) assets that support self-solutioning and positioning unique advantages, enabling buyers to envision themselves using your product or service
- Bottom of the Funnel (BOFU) assets that position peer social proof and expertise to support conversion activity to an initial sales call
Your website is the hub of your demand generation strategy. It will anchor all your campaigns and social presence.
If you can’t find a consistent story about buyer value across TOFU, MOFU, and BOFU assets on your individual pages, it is unlikely that they will see and understand your value story.
It is also unlikely that your sales and other field teams know how to tell that story in a consistent way as the buyer moves through their journey.
Crafting a personalized content journey is about guiding buyers through a tailored experience that speaks to what they value most.
Less really is more when it comes to content. It’s not about quantity, it’s about the quality of stories you tell to personalize buyer value.