How to Share Content your Prospects Actually Care About

One of the most common questions asked of us when we’re helping our clients set a content strategy is how do I know what to share. The number one way to create effective content is to keep your customer at the core of your content strategy. We always start with Buyer Personas, so that we have a clear picture of who we are talking to. Then we identify the process they go through while figuring out a solution, which is called the Buyer Journey. And that’s how we end up here: content mapping.

Content mapping will help your buyers find your solution

It may sound intimidating, but content mapping is just a process that will help your buyers make a decision in your favor, and also leave a positive impression, which influences their purchase decision.

Learn where they are going to find information and what they’re looking for in their decision making process; then, determine how to create content to meet them where they are already looking for information about your solution.

The cornerstone of an effective marketing strategy

When it comes to content, one size rarely fits all. Delivering the right content, to the right people, at the right time is the cornerstone of effective content marketing. Content mapping is the process of doing just that. 

You’ll need to think about when they’re most likely to be ready to consume this content in relation to what stage they’re at in their buyer’s journey. We call this content mapping, and the goal is to target content according to who will be consuming it (that’s where buyer personas come in) and how close they are to making a purchase. Here are some content ideas at each stage of the buyer’s journey:


The awareness stage is all about short, easy to digest information that helps your buyer better understand their problem. The key here is to make sure your content is found when they are first experiencing the problem and providing them with enough information to help them move to the next step. Remember, this stage isn’t really about you. It’s about your buyer and their main challenges, souse words they might use to voice their frustration or concern.

The consideration stage speaks for itself; it’s all about understanding the problem and considering solutions. This is your chance to provide more info about your solution.

The decision stage is all about social proof. At this point your buyer is considering your solution and wants to know it works.

Now that you know who will be engaging with your content (that’s where buyer personas come in), and how close that person is to making a purchase (i.e. their buyer stage), you’ll be able to develop content that is relevant to them.

If you’re not a writer, don’t despair! There’s hope in curation

For all of you who immediately panicked and thought “But I’m not a writer!” I’m here to give you good news; much of this content doesn’t need to be written. Instead, you can collect it and share. Curating and sharing someone else’s content in these forms can be valuable for your target audience as well. Just be sure to give credit where credit is due!

If you have questions about Buyer Personas, Buyer Journey, or content mapping, get in touch with us. These are the foundational elements of our strategies; we believe they are so important that we don’t build strategies without them. If you are looking to improve your marketing strategy this year, let’s schedule a time to talk. I’d love to hear more about your business goals.

Tagged: Buyer Personas, Buyer Journey, Strategy

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