Aligning Content to Your Buyer

Abstract

“I see and hear all the time from reading industry blogs, listening to speakers like yourself, and other articles that I need to align content to the buyers’ purchase path, but nobody seems to tell me how to do that or what that really means.” This is what was said to me recently in a conversation I had with a B2B marketing professional, and he was right. There has been a lot of talk about “what you need to do with content” and very little about “here is how you do it.” That conversation helped me understand the reality that many marketers have not yet fully grasped this concept, and more important, have never been taught what it means to align content to the buyers’ journey and how to do it.