According to Forrester research presented at the Sirius Decisions 2020 conference, 77% of organizations have issues with content waste and utilization. And 39% of this waste is because of poor quality and relevance of content to the buyer journey.
The same research outlines the lack of content strategy basics: while most B2B organizations say they document their content strategy plans, few consistently follow best practices.
Just 21% of organizations use persona and journey-mapping insights to inform their content strategy plans, the lowest of any category listed.
And journey stage is the least measured aspect of content strategy. Just 28% of B2B marketing organizations analyze content performance by journey stage.
This black box in measurement leads to a lack of meaningful insights about the buyer journey. The lack of strategic focus on the buyer journey is a glaring oversight in a world where the buyer journey is becoming increasingly digital.
Read on to learn the different steps you should consider and reflect in your content ecosystem to enable an optimized buyer and customer journey. You'll learn examples of content for each, key metrics to measure success, and the buyer question you should answer at each stage of the journey.
Before you dive in, if you haven't yet you can watch the webinar on demand right here.
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