How can you showcase content that aligns with the buyer's journey in your portfolio?

Yes, understanding our buyer persona is key to creating impactful content. It provides a roadmap for tailoring our portfolio to resonate with their specific needs, challenges, and aspirations. By delving into demographics, psychographics, behavior, and journey stages, we can ensure that our portfolio not only showcases our capabilities but also demonstrates a deep understanding of our ideal customer. This strategic approach helps us build stronger connections and positions our work in a way that directly addresses the concerns and goals of our target audience. Thanks for emphasizing the importance of knowing our buyer persona!

In your portfolio, strategically showcase content that aligns with the buyer's journey: 1. Awareness Stage: Highlight blog posts, infographics, or social media content that addresses industry challenges and draws attention to the client's pain points. 2. Consideration Stage: Showcase case studies, whitepapers, or in-depth guides that delve into solutions, emphasizing your expertise in providing valuable insights. 3. Decision Stage: Feature content such as product descriptions, testimonials, or comparison guides that illustrate your ability to guide clients towards informed decisions. Ensure each piece is accompanied by measurable results or positive impacts, demonstrating your effectiveness at every stage of the buyer's journey.

In your portfolio, strategically present content aligned with the buyer's journey by highlighting diverse projects that demonstrate your ability to create awareness, engage audiences, and drive conversions, showcasing a comprehensive understanding of the customer's progression from awareness to consideration and decision-making.

Include channel and content format preferences as part of your persona building. This will set you up for content-building success.

Include case studies demonstrating how your content has helped customers through the buyer’s journey. Highlight the challenges, the solutions provided, and the outcomes. Where possible, add testimonials from clients or readers explaining how your content helped them decide. Showcase a variety of content types – blogs, email campaigns, eBooks, infographics – to demonstrate your ability to create content for different stages and formats.

I would include a summary slide for your case study, which includes the full funnel and a small sample of the work from each stage. Then, I would use this slide as a menu, with hyperlinks to the following slides that show each part of the content in more detail. Importantly, be equipped with the following information for each: - Which customer segment was this the customer journey of? - What were the pain points you were addressing at each stage? - Examples of the content produced (either embedded or hyperlinked out in some way) - What KPIs were you measuring this content against? And how did it perform? If you can choose a project that's representative of work your prospective company will need, all the better. -

Showcasing content in your portfolio that aligns with the buyer's journey is about strategic storytelling. If your audience is in the tech industry, include a blog post on the latest tech trends for awareness, a detailed webinar on tech benefits for consideration, and a success story for decision-making. This approach highlights your expertise in various formats and your ability to guide the audience through their journey, demonstrating that you're not just a content creator but also a strategic thinker who understands and influences their decision-making process.

Build your content mix to appeal to the various learning types. Having a solid mix of visual, written, and auditory content will ensure you appeal to many.

If you've crafted a series of blog posts, include metrics like increased website traffic or lead generation. Or, if you created a social media campaign, highlight the growth in engagement and brand visibility. Presenting these results, ideally through visuals like graphs or charts, offers tangible proof of your content's impact. It transforms your portfolio into a testament of your ability to create compelling content and drive real business outcomes, making your work stand out with proven success.

Leverage measurement tools like Google Analytics, Sprout Social, and Meltwater to generate performance metrics across channels. Use the results to adjust your strategies and investments.

Highlighting something that you have done for your ideal client in past, it's a kind of CTA which is within your Profile's Portfolio.

Conduct a content audit and tools like Excel or more automated content management solutions to help you quickly identify content gaps and support archiving.