This document discusses using a customer journey map and detailed content plan to find new customers for a life science marketing company. It describes mapping the customer's buying journey across awareness, consideration, evaluation, and delight stages. A content plan matrix maps types of content like webinars, articles, and videos to different offers and customer personas at each stage. The content is then repurposed into smaller pieces to engage customers throughout their journey and drive sales.
3. Awareness Consideration Evaluation Delight
Persona A (Content) Offer 1
Offer 2
Persona B Offer 1
Offer 2
Buyer’s Journey
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Content Plan Matrix
4. What kind of content?
• Industry trends
• Thought leader interviews
• Workplace tips
• Technology comparisons
• Customer reviews
• Application information
• Instructional videos
Multiple topics Multiple formats
• Blog posts
• Journal articles
• Videos
• Podcasts
• Webinars
• Infographics
• Email
5. A Detailed Content Plan
Awareness Consideration Evaluation Delight
Persona A (Content) Offer 1 Webinar White Paper Video Quick Start Guide
Offer 2 Blog post Webinar Web
Page/Brochure
Maintenance
Video
Persona B Offer 1 White paper Video FAQ Welcome Kit
Offer 2 Curated Articles Podcast Lease Options Letter
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7. 4 Types of Questions
• Where is my opportunity?
• What are my options?
• Does your solution fit my needs?
• How will I be successful?
8. Awareness
Where is my opportunity?
Are there new regulations to be aware of?
What are the trends in my industry?
How are my customers’ markets changing?
9. Consideration
What are my options?
Who can help me solve this problem?
What should I be looking for?
How do I evaluate a solution?
10. Evaluation
How does your solution fit my needs?
Will it work for my application?
What does the workflow look like?
What is the total cost of ownership?
11. Retention
How will I be successful?
How do I get started quickly?
Who should I call for help?
How do I validate my new method?
13. Planning tool output
Evaluation FAQ
How are samples prepared?
How is data captured?
Will it integrate with 3rd party products?
Is it compliant with relevant regulations?
How much maintenance is needed?
How often is maintenance needed?
Can I get a demonstration?
What do I need for a demonstration?
Can I lease it?
What kind of warranty is available?
Are parts readily available?
Can I purchase online?
15. Plan to Repurpose
Create smaller pieces of
original content (like LEGO
bricks) to use as is,
aggregate into larger
deliverables or repurpose.
16. Start with Webinar One
Webinar
Becomes 5 Blog Posts!
The Call to Action for the webinar is: Watch the video, Listen to the interview with…
The Call to Action for each blog post is: Watch the webinar
17. Content Plan Matrix
Awareness Consideration Evaluation Delight
Persona A (Content) Offer 1 Webinar White Paper Video Quick Start Guide
Offer 2 Blog post Video Web
Page/Brochure
Maintenance
Video
Persona B Offer 1 White paper Video FAQ Welcome Kit
Offer 2 Curated Articles Podcast Lease Options Letter
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18. The Content Planning Tool
• Ensures integrated content across the buying cycle
• Quickly shows your choices for deliverables at each stage of
the buying cycle and options to repurpose
• Creates a outline for every deliverable you select
• Simplifies your content planning FOREVER