为买家的旅程创建内容清单的3个步骤

大多数入站营销人员花费大量时间创建内容，而不断提出新鲜内容的想法可能是一场艰难的事情。但是，创建有效的入站内容的关键是要知道您在内容清单中已经拥有的内容。

创建有效内容的清单意味着将您的内容映射到适当的阶段买家的旅程。Once you know what content you already have, you can analyze the entire library to identify opportunities and holes, and then create a new content offer that fills out the gaps in your content library.

对于那些完成自己映射内容的任务，请继续阅读！这篇博客文章将涵盖一个三步的过程，以帮助您创建与买家旅程保持一致所需的内容。让我们开始吧！

Step #1: Gather All of Your Content

有一个点为每个入站营销人员has been creating content for a while where you realize you have no idea where all of the content is or how much you have. Content has likely been created by you, your predecessors, other individuals in the marketing department, and subject matter experts from other departments and is scattered to the wind.

在这种情况下，有人将时间，精力和专业知识用于创造裂缝并迷失的良好，质量的内容。现在花一个小时发出蝙蝠信号以找到丢失的内容可以节省您的小时时间。

在很多地方，您可以寻找找到丢失的内容。我建议系统地梳理以下深色角，通常可以发现内容隐藏：

• HubSpot着陆页 - 通过HubSpot Landing Page Dashboard涉水，以找到您当前提供的每个内容优惠，以便在Form Complotion后下载给网站访问者。
• 集线器File Manager (might have sent out via email, but not used on any pages)
• HubSpot页面报告
• 内容存储库
• 共享驱动器
• 文件夹
• 你的电脑

Step #2: Create Your Content Inventory Spreadsheet

在您可以在步骤1中发现的内容进行分类之前，您需要为内容清单设置系统，以捕获有关每个内容报价的重要信息。将此步骤视为建立自己的杜威十进制系统；一个多面图书馆分类系统，允许根据主题，标题，作者等多种方式安排库材料，以提供有用的文档订购。

在您作为入站营销人员的数字世界中，设置电子表格以捕获数字图书馆中每个内容报价的详细信息，将使您能够轻松访问您的内容，以便在各种广告系列和营销计划中使用。

首先下载集线器Content Inventory Worksheettemplate.您会看到我们已经为您构建了几个标准类别，并包括具有预先填充价值的列，喜欢的内容优惠标题，内容格式和买方的旅程阶段。例如，买方的旅程阶段类别为您提供了指定意识，考虑或决策阶段的选项。（此博客文章的第3步将带您了解如何确定每个内容报价的买家旅程中适当的阶段。）

目前，您需要确定特定于您的业务和适当价值的细节类别。除了您要包括的其他任何其他内容外，我还建议以下内容：

• 买方角色- 您需要能够确定特定内容优惠最相关的买家角色。由于您公司独有的买家角色是您公司独有的，因此您需要在内容库存模板中列出公司的买家raybet电子竞技角色选择。您可以在your HubSpot portal Dashboard。

EXPERT TIP: You can download aPDF file of each of your Personas for quick reference by clicking on the Persona name in your dashboard. Then, once on the individual persona detail page, click “Print Persona”在右上角。改变“保存为PDF”而不是选择打印机的目的地，您全都设置了！

You’ll want to have the persona details readily available for quick reference when you get to Step 3 and need to determine the relevant persona for each content offer.

• Topics- 当您进入第3步时，您需要指定内容清单中每个内容报价的主题。为了轻松执行此操作，您应该准备业务重要性的列表。开始编译主题列表的值的好地方是导航到HubSpot博客主题仪表板（内容> Blog> Blog>“主题）”。如果您的博客中还没有定义主题，则可以通过阅读此博客用户指南文章开始学习如何使用主题计划博客的社论方向和内容提供。

Step #3: Map Each Content Offer to the Buyer's Journey

Now that you have your spreadsheet set up (Step 2), and you’ve added all of your existing content offers that you found in Step 1 into the content inventory spreadsheet, you’re ready to map each content offer to the appropriate stage of The Buyer’s Journey. As an inbound marketer, you want to deliver the right content, to the right person, at the right time.

为了实现这一目标，必须知道买家旅程的哪个阶段读者可能会发现您的内容最有帮助。您必须考虑三个关键的考虑因素，以便准确确定您的目标角色中的买家旅程中的哪个阶段最有帮助。他们来了：

• Key Consideration #1: User Behavior and Research needs.买家的旅程被定义为买家进行了积极的研究过程。买方旅程的每个阶段都以独特的行为，动机和信息需求为特征。查看内容报价中包含的信息，并确定您的内容需要哪些行为，动机和信息。以下是买方旅程中阶段的描述。

在里面意识阶段, a prospective buyer starts experiencing symptoms of a problem in their work environment or personal life and begins doing research to understand these symptoms more clearly, develop context around the symptoms, and ultimately define their problem and give their problem a name. They are seeking educational information around their symptoms that helps them to understand the problem they experience. It is important to note that the name of this phase, the “Awareness” stage, refers to a person gaining self-awareness of a problem, not to be confused with awareness of your brand or product. The person in the awareness stage is really self-involved at this point and not ready for product or vendor specific information until later in the buyer’s journey. This self-indulgent time spent learning about their own problems in the awareness stage will help them prioritize their research efforts moving forward and articulate their needs for features later in their buying journey. At the end of the Awareness stage, a prospective buyer has now defined their problem and is committed to finding a solution to the problem.

在里面Consideration stage, a prospect is researching all available solution strategies and options in the marketplace. They consider all of the technologies, alternatives, and paths they could take to solve their problem. At the end of the consideration stage, they’ve chosen the solution strategy that is right for their business and best suits the problem defined earlier.

在里面决策阶段, a prospect is building a long list of potential vendors, products and services and seeking information to help them whittle that long list down to a short list, make a decision and based on that decision they’ll confidently make a purchase that they will not experience buyer’s remorse about later.

• Key Consideration #2: Content Format.买家对购买者旅程的每个阶段的内容如何消耗内容具有特定的内容格式偏好。您可以通过将其与船首绑起来，并以最适合买家旅程的每个阶段的格式将其绑起来，以确保您提供的信息可以轻松消化。请参阅下图中最适合购买者旅程的每个阶段的内容格式，然后在映射自己的内容提供时考虑到这一点。

• 关键考虑＃3：术语。从各个角度，可以通过各种方式阐明每个主题的细节，从多种方式涵盖每个主题。主题的不同方面与买家旅程的不同阶段的买家有关。一般而言，您可以从三种观点上处理一个主题，而这些观点中的每一个都与买方旅程的三个阶段之一保持一致。讨论问题与某个主题相关联与意识阶段保持一致。覆盖解决方案市场上可用的景观和策略来解决与该主题相关的问题与考虑阶段相吻合。有关的信息vendorsand the branded products/servicesthey offer in this topical category aligns with the Decision stage.

内容和词汇量的形式的标题和文本中有一些线索，可以帮助您确定内容要约中讨论的主题的方面，从而是买家旅程的相应阶段。以下是在买家旅程的每个阶段中指示相关性的术语的详细图表。

Use the steps in this blog post to consolidate your content into a content inventory and then categorize each content offer into its appropriate stage in The Buyer’s Journey. Once your content library is nicely organized with your content inventory spreadsheet, you’ll be able to take action by using this content in your inbound marketing in the following ways:

• 进行内容分析：分析您的内容库存，以获得可行的见解，确定漏洞和现场内容机会，以影响您的内容策略，推动您的内容路线图并为您的内容创建努力加油。
• Repurpose content:select a content offer from your inventory that you’d like to increase exposure for, and follow the steps in the HubSpot Academy重新利用内容项目。
• Create new content offers:按照Hubspot Academy中的步骤Reverse Engineering Content Creation Project创建一个新的内容优惠，以填补当前库中的孔和空白。

For those of you interested in a hands-on learning experience, with in-person help from HubSpot content experts, you may consider attending the 1-day集线器Classroom Training: Creating Effective Inbound Content。