Three Steps to Utilize Content Mapping to Improve Lead Nurturing

Marketing and sales teams must work hand-in-hand in order to provide a company with the leads and profits it needs to grow and succeed. But let’s back-track a bit. Exactly how does a marketing team help a sales team with those leads once they’re generated? It should all start with a content map for lead nurturing, which can help a marketing team nurture existing leads into more qualified leads for their sales team. As a result, these more qualified leads will be more likely convert into customers at the end of the sales cycle.

What Is Content Mapping?

Content mapping is the process for lead nurturing by which a marketing team prepares and organizes relevant and valuable content. Once organized, this content can be distributed to prospects depending on the type of lead and their point in the sales cycle.

Here are three ways to strategize a very helpful content map:

1. Identify Marketing Personas

First, you need to identify the different personas of the target audience you are selling to. Each of these personas will likely have a different variety of needs and wants when they’re considering your particular product/service. Once this identification had been made, you’ll be able to identify, create, and provide the valuable content different segments of your target audience wants and needs.

Depending on your company, you may have 3 personas or you may have 50. It all depends on your products/services and all the different types of people who become customers of what you offer. Are you a marketing agency selling a service to help people with their social media marketing needs? What types of people would want this assistance? You can determine these personas by examining roles, titles, demographics, goals, pain points, and more. Just make sure you define these personas in a way that allows you to easily group and segment them using similar motives and that you can clearly define their stage in the buying process.

To continue reading my other two steps on how to best utilize content mapping for lead nurturing efficiency and success, please continue reading my full post on the Hubspot blog at the link below. 

Read more: http://blog.hubspot.com/blog/tabid/6307/bid/27100/3-Steps-to-Improve-Lead-Nurturing-With-Content-Mapping.aspx#ixzz1b5ZzU8C5

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