Target optimizations to your buyer personas at each stage of their buyer's journey (Workflow Wisdom: Your Content & Your Customer's Journey)

Having engaging and effective content that supports your audience at each step in their buyer's journey can help drive conversions and revenue. Mapping marketing personas and buyer's journeys can help to ensure you have content that is being found in search, is resonating with all of your target personas, and driving results for your bottom line. 

You can use Conductor to build page groups that track the kinds of content you create for personas at each stage of their buyer's journeys. Then, you can analyze their performance in the Page Groups report and identify which stage or stages to focus your content optimization on. 

1. You can repeat this approach for any marketing persona your organization might use. Just be sure to maintain a clear, easily repeatable naming convention like the one in the example above. (For instructions to create page groups, refer to this Knowledge Base article.)

   • Persona: New College Student - Awareness

   • Persona: New College Student - Consideration

   • Persona: New College Student - Conversion

2. In Conductor, review your performance and identify areas for optimization by going to Page Groups ↗️.

3. In the All visits over time... chart, use the menu on the upper-right corner of the widget to choose the page groups associated with the persona you want to investigate. You can click Deselect All to clear your current selections, and then search for the relevant groups. This shows you a visual comparison of the performance for each of your buyer's journey stages for this one persona. Consider adding this widget to a new Workspace you can use to track and report on progress over time.

In the table at the bottom, use the search bar to search for your persona (this should be easy if you've used the naming convention described in the section above). You are left with the page groups associated with the different buyer's journey stages for your persona. 

This table now shows you the specific values for your page group performance. Use this to help understand how to best select the buyer's journey stage that you want to focus your optimization on. If you are building a Workspace to help track your progress, consider adding this widget as well. 

What's next? 

Knowing where your content is getting views (and where it is not) can help you know where to focus your limited time for optimization. Associating that work with personas and the buyer's journey can help you understand more about what your performance means—knowing who your message and brand are connecting with and how well. 

Once you know where to focus, you can optimize your content. Not sure where to start with optimization? Refer to the Draft new and existing content with Writing Assistant lesson to learn more.