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Content marketing is the practice of creating high-value content for a target audience to attract and engage them.  It should be a core component of every business owner’s marketing strategy. When companies provide consistent, valuable information to their customers, they build brand loyalty and drive business.

Good content marketing programs use specific content to help guide buyers through their journey to becoming a customer. Or, stated another way, the content is designed to address specific issues at specific points in the buying cycle.

By creating a map of your buyer persona’s customer journey, you can gain a better understanding of the types of content to deliver at each stage.

If you have a defined sales process, consider each step that that persona takes before becoming a customer, along with any potential objections they may have at that stage. Then begin listing content ideas that will overcome typical objections of the buyer persona at each step, answer their questions, or compel them to move to the next stage of their journey.  To make things simple, start with your top buyer personas and list the most important content ideas. You can always come back to this exercise and add to it later. Now, consider your content ideas and think about content formats and distribution channels that you can use to reach them at each step. This will help you understand the types of content to create and the distribution channels to use.