1801490377 b53b6537fe zI've been an online marketing consultant for almost six years and there are some questions that arise repeatedly in my interactions with the online marketers I consult with. Typical questions that stump even the brightest, most seasoned marketers and novices alike include:

  • Why do my leads unsubscribe from getting my email subscriptions?
  • What should I write in the landing page copy?
  • What do I write in this email?
  • What can I possibly write about that doesn't talk about my business at all?
  • How do I choose what emails to include in lead nurturing?
  • How do I create a new content offer?
  • What is a good content offer?
  • What is a good title for a content offer or blog post?

In reply, it invariably would have been easier and quicker for me to simply provide the answer with a quick tip or best practice. However, how would that help the inquisitive/stymied marketer know what to do the next time they had a question? It wouldn't.

The old adage that comes to mind is "Give a man a fish, he'll eat for a day, teach a man how to fish and he'll eat for a lifetime". Since I'm not a charter fisherman like my fiance was the summer we met on Nantucket so many years ago, I couldn't teach my customers how to fish. I can teach marketers how to walk around to the other side of the table and sit in the prospective buyer's seat to understand the Buyer's Journey. 

The Buyer's Journey is the active research process a potential buyer goes through leading up to a purchase. Research shows that while the Buyer's Journey certainly has nuances for different industries, on the whole there are enough common markers that a definite formulaic pattern exists. There exist clear characteristics of a buyer in each stage of the Buyer's Journey and it is vital that Inbound Marketers understand these distinct behaviors, information needs and knowledge consumption preferences in each stage. 

Focusing on the Buyer’s Journey requires the marketer to think like a buyer and provide the content a potential buyer needs, not just the content a marketer wants to create. Are you offering the right content and messaging, to the right person, at the right time in their Buyer's Journey? If you have any of the common questions about what content offers to create or what content to use in your lead nurturing emails, you're in luck. There's a webinar for that. 

My good friend Mark Kilens, the Leader of HubSpot Academy and me will be co-hosting a two-part webinar series this month. The two webinars are scheduled for October 15 and October 22 and will cover:

  • Understanding the Buyer’s Journey
  • Mapping your content to your Buyer’s Journey 
  • Organizing your content inventory 
  • Evaluating your content inventory 
  • Deploying your content across different channels 
  • Creating a content roadmap 

I hope you can join Mark and me!

Register Now

Originally published Oct 6, 2013 7:00:00 PM, updated January 13 2014