Map the Buyer Journey
Effective content planning begins with a detailed understanding of your customers’ decision moments. Interview sales teams, analyze CRM notes, and review search query data to identify the questions customers ask at each stage.
Translate those insights into a journey map that highlights the content formats and distribution channels most likely to influence each step.
Create Stage-Specific Assets
Top-of-funnel prospects respond to educational guides, podcasts, and interactive tools that simplify complex topics. Middle-of-funnel audiences need proof points such as case studies and ROI calculators, while bottom-of-funnel buyers benefit from demos, implementation plans, and customer testimonials.
Maintain a shared editorial calendar so every asset aligns with a stage, persona, and measurable objective.
Measure and Iterate
Use multi-touch attribution to understand how content influences pipeline velocity. Layer in qualitative feedback from customer success teams to surface gaps and emerging needs.
Set a quarterly cadence to refresh cornerstone pieces and expand them into derivative formats like short-form video or email nurture sequences.