Identify Your Conversion Goals (and Incentives) Next, determine what conversion goal you want to set at each stage of the buying process. You may also want to list the calls to action you intend to use to drive the conversion as well as any incentives you may be using, such as giveaways. When you look across your matrix, you should see a logical flow of conversion goals that, if completed, will guide your target buyers through the buying process. Select the Key Messaging and Format for Your Content Decide which messages you need to communicate to address any sticking points that could be preventing your target buyer from moving on to the next stage in the buying process. A one- or two-line summary of the key points you need to communicate, along For guidelines with a hook that speaks to the value proposition of what you are selling and how it will around which types help buyers solve a problem, will give you great direction. Make sure that you also think of content to use at various points in the about which content formats are appropriate to use at each stage of the buyer journey. buyer journey, For example, a short video may be ideal for engaging your target buyer at the aware- see page 64. ness stage of the buying process, while a report or case study is probably better at the research stage. Any past experience you have converting your target buyers with content should be used to help inform this process. Build Campaigns Think of all of the information you have gathered thus far as the building blocks for designing a campaign to drive conversions. You will need to decide which pieces of your top-performing content to utilize, which points of contact to leverage, and which conversion goals you ulti- mately want to achieve. Other factors to consider include the length of your campaign (will it span a certain time frame or number of steps in the buyer journey?) and how simple or com- plex you want to make it. It Takes a Content Factory! | 15