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The difference between yesterday’s marketing vs. modern marketing primarily resides in the time, energy, effort and budget spent between the top, middle and bottom of the buyer’s journey. In yesterday’s marketing all brands indeed produced content. However, the priorities on content production and distribution looked more like an "upside down funnel”. Which is exactly the opposite of what the buyer’s journey looks like. But how does the model work? What are the phases in which the journey is divided? And what kind of content should I create for each phase of the journey?
The workshop will define what a buyer’s journey is, will evaluate different models and will clarify, with examples and interactive exercises, why it is so important to focus on the different phases of the journey when you build your marketing/content marketing strategy.
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