This process helps you deliver the right content to the right people at the right time. Learn how to identify the gaps in your sales funnel that can be filled with great content marketing.

1. Content Marketing
Developing a Content Marketing Strategy
Part 2: Aligning Personas to Your Sales Funnel

2. Creating a Sales Funnel
If you don’t have a Sales Funnel mapped out
already, you’ll need to make one to get started.
Takeaway: How to create a sales
funnel, align personas and use a
content opportunity chart.

3. What Does a Sales
Funnel Look Like?
If you don’t have a Sales Funnel mapped out already, you’ll need to make one to
get started. The B2B Sales Funnel is usually more structured than the B2C Sales
Funnel, but in general, your funnel will most likely look something like this:

4. Sales Funnel Example:
• You’ve developed a bacon doughnut recipe marketed towards large
fast-food franchises.
• Keep in mind that we’re marketing to two different personas – the head
chef in charge of new product development and the CEO.

5. Aligning Personas to
Your Sales Funnel
Now that you have your Sales Funnel, it’s time to align your
personas and content to it.
Use the chart below as a guide:

6. Now What?
First: Just fill in the boxes of your Content Opportunity Chart where
you already have content.
Second: Ask yourself, “Where do I need to create content to push
personas to the next stage of the Sales Funnel?”
• Identify gaps in content opportunity chart.
• Research what could be used to fill those gaps. Is it a tool or an
interactive graph?
After that… Choose a Content Format.

7. Sales Funnel
Summary
The Content Opportunity Chart shows you where the
company is lacking content made specifically for its
different personas.
It also shows you where the company is lacking
content in the final stage of its Sales Funnel. Both
observations give direction for your content marketing
strategy.

8. More on this topic Check out the blog