5. Aligning Your Content, Conversion Goals, and Points of Contact with Your Buyers The next step in developing your content strategy is to figure out how to design campaigns by aligning your contextual understanding of your buyers and their journey with your conversion goals, the content you are going to create, and the points of contact you are going to use to deliver your content. The best way to do this is by creating a matrix. Here’s how to do so: Create a Template for Your Matrix In a spreadsheet, create separate tabs for each of the buyer personas you are targeting and list the stages of each buyer’s journey across the x-axis of each tab. In the process, make note of the stages of the buying process where you think there are leverage points that you want to focus on. Highlight the Context Below the stages of the buyer’s journey, list the context for each of your buyers that you identified while creating your buyer personas. This is a good opportunity to remind yourself about your buy- er’s pain points, needs, concerns, and motivations, all of which will dictate your content strategy. Pick Your Points of Contact Determine how you are going to deliver your content to your target buyers. Remember that you are likely going to need multiple points of contact for every piece of content and that you need to select your method of contact based on the buyer’s context and its effectiveness at driving the desired conversion. It Takes a Content Factory! | 14