A similar exercise needs to be done to assess where the need for content is greatest. For each stage in the buying process, and for each role, a list of the perception challenges we face in the market can be created. From here, we will know the ideal messages for buyers to absorb.
Successful marketers are able to inject these messages, perceptions, and criteria throughout the overall education process of a buyer, slowly altering perceptions, guiding the way in which solutions are evaluated, and ensuring that needed information is discovered.
The need to get this broad variety of messages out to buyers, now that buyers are in control of their own buying processes, is what has led to the growth in nurture marketing, as well as the business use of social media as a publishing platform. At each stage, a failure to successfully get these messages out to prospective buyers can quickly lead to buyers failing to progress in their buying process - the three types of leaks in the funnel covered in an earlier post.