
The best content marketing plans in the manufacturing space are built on a deep and well-developed understanding of what often is a very complicated buyer’s journey. That’s why target personas and the corresponding buyer journeys serve as outstanding platforms for editorial and content plan ideation and creation.
To build a great content plan for an industrial business, you, the marketer, should start by interviewing your customer-facing team members and your best customers. An informational interview will allow you to learn why your customers are choosing your company and what kind of journey they took to become a customer.
The takeaways from the interviews serve as the foundation for persona development, and the creation of buyer journey roadmaps. If you've never put together target personas or buyer journey roadmaps before, then you're going to need some help. Check out this article on how we build buyer personas.
Here’s an overview of our buyer journey development process for the clients we work with:
You can emulate this 9-step process and create great content plans yourself, but if you've never done it before, we suggest taking a more in-depth look at every step of the process. Check out our holistic guide to business blogging and content planning below!
Topics: Content Marketing