This is a really nice chart which is worth spending a few minutes on. JESS3 and Eloqua’s “The Content Grid v2” shows where different types of content fit into the buying cycle, and indeed gives a good overview of the buying cycle itself. As it says in the introduction, “The buying process begins long before a sales person contacts a prospect. The fuel that drives a prospect from latent interest to active demand is created, curated or procured by a brand, distributed over social channels and measured against business objectives. The Content Grid V2 is a framework for the process of content marketing.” I look at this and ask myself: “What do I have in each row and column of the grid, and do I need to fill in the gaps?” Click on the image for the original article and the full-size version.
Mapping out every stage of the marketing and sales process
- by Chris Rand