Online Marketing Strategies, Tips & Articles for Business

Online marketing and social media tips for business from Shannon Belew, best-selling author of "Starting an Online Business For Dummies, All-in-One"

Content, Buyer Personas and the Sales Funnel [Infographic]

Content Fuels Sales Funnel InfographicAre you using content as part of your lead generation strategy to help pull prospective customers through the buying cycle? Recent research indicates 50% of marketing professionals don’t even think about the role content plays in influencing purchasing decisions. Given all the attention content has garnered lately for its role in everything from SEO (search engine optimization) to fueling engagement on social media, it seems strange to think a marketer might not understand the connection to sales.

Mapping the right content to the correct buyer persona and then matching it to the correct stage of the sales cycle is part of the new reality of content marketing. Yet, recent data suggests that only one-fourth of marketers have developed buyer personas as part of their content strategy; and only 35% of those using content marketing are carrying the strategy through and mapping it to buying stages. These are some of the interesting data points gathered by Qvidian and included in this infographic: “Measuring the Impact of Content Across the Buying Cycle.” 

Take a look at the rest of the findings, below. How do your content marketing efforts stack up against the results from other online marketing folks?

About the Author
Shannon Belew specializes in online marketing and social media strategy; and is the author of the best selling book, “Starting an Online Business For Dummies All-in-One” and the soon to be released, “The Art of Social Selling.” She is founder of OnlineMarketingToGo.com.

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3 comments on “Content, Buyer Personas and the Sales Funnel [Infographic]

  1. fourtopper
    2013

    Surprising that so few teams are using feedback from sales to influence their content marketing efforts. I thought that number would be much higher.

    Like

    • Hi Michael, I agree; it does seem like the number should be higher. The sales team is a great front-line resource for understanding the type of content that resonates with prospects/customers and for seeing what content needs to be developed to match buying stages. But I still hear many stories of marketing and sales not being in alignment – which is unfortunate. Thanks for reading and for taking the time to comment. Always appreciated!

      Like

  2. Pingback: Social Media for B2B: How Are You Using It? | Online Marketing Strategies, Tips & Articles for Business

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