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The Buyer's Journey - by Chris Lema

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Chris Lema
Chris Lema

The reality for companies that are trying to figure out their blogging or content strategy is that there's a lot of content to write beyond just the "buy now" page.

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B1A1 A2 D2 D1 GOAL Route D Route B Route A @CHRISLEMA The Buyer’s Journey A Content Strategy forYour Blog or Business site
@CHRISLEMA
@CHRISLEMA The way we see things… WANT BUY
@CHRISLEMA
@CHRISLEMA
@CHRISLEMA
@CHRISLEMA Sometimeswedon’t evenknowwhatterms tousewhensearching.
@CHRISLEMA
@CHRISLEMA
@CHRISLEMA Itcanbearidiculous amountofworkjust tonameoursolution.
@CHRISLEMA
@CHRISLEMA
@CHRISLEMA
@CHRISLEMA Aswegeteducated,we learnwhatoptionswe actuallyhaveavailable.
@CHRISLEMA
@CHRISLEMA Wealsoneedtobeable toaddressourspecific contextandneeds.
@CHRISLEMA
@CHRISLEMA It’sadifferentiated solutionthatwill normallywinthegame.
@CHRISLEMA
@CHRISLEMA OnlyafterI’mdonewith mybuyer’sjourneywillI makeapurchase.
@CHRISLEMA The way things really are… DISCOVERY CONSIDERATION DECISION
UNAWARE PROBLEM AWARE SOLUTION AWARE PRODUCT AWARE FULLY AWARE DISCOVERY CONSIDERATION DECISION DEVELOP PROBLEM VOCABULARY DEVELOP SOLUTION VOCABULARY ARTICULATE AVAILABLE OPTIONS MATCH VALUES & NEEDS DIFFERENTIATE YOUR SOLUTION CONTENTTYPES • CHECKLISTS • STORIES • Q&A • MAPS • LISTS • HOWTO • TUTORIALS • WHITE PAPERS • COMPARISONS • OPINIONS • BEST OF • GUIDES • CASE STUDIES • BUYER’S GUIDE • HEAD TO HEAD @CHRISLEMA
STOP PUSHING FOR THE CLOSE. EMBRACE THE BUYER’S JOURNEY. CREATE A VARIETYOF CONTENT. @CHRISLEMA
CHRIS LEMA CHRISLEMA.COM @CHRISLEMA

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