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Your buyer’s brain is a lazy beast. Human brains — your buyer’s, yours, and mine — all seek to conserve energy, maximize rewards, and minimize effort and risk. A human brain weighs only 3 pounds — 2% or less of the total body weight of most adults. Yet the brain consumes 25% of your oxygen and 20% of your energy.
The arc of your buyer’s journey is like the arc of a story. Each buyer, each story is unique. There is no one-size-fits-all model of the journey. But that doesn’t mean you shouldn’t use buyer journey models to optimize your content marketing. The right model for your buyer’s journey adds tremendous clarity and insight to your content marketing strategy.
As CMI research shows, marketers with a documented content marketing strategy are more effective than those who don’t have a written strategy. Yet, only 27% of B2C and 48% of B2B marketers have developed a plan. If you lack a written strategy, a one-page plan is a great place to begin. If you have a detailed strategy but struggle to gain traction, boiling it down to one page ...