How to Map Content to 3 Stages of the Enterprise Technology Buyer’s Journey


Developing B2B content is one of the most rewarding ways to conduct marketing for enterprise technology industries in SaaS, cloud and fintech. When done well by a B2B copywriter, the content will make it obvious to prospects exactly why they need your product and how it will benefit them.

It’s not difficult to get started. You just need to understand the kinds of content you need at every stage of the buyer journey that drives each prospect to the next stage.

Stage 1: Awareness Content

Prospects do not run their businesses in a vacuum, but they they may not be aware of the kind of solution your company produces. Often enough, they may not even be aware of the dangers of the problems that your product solves!

So the prospects will need to be educated, often in the most basic terms, about what your solution does. This is the point of having Awareness Content.

The most important job that awareness content grabs the attention of the prospect in a way that’s absolutely relevant to them. The solution needs to be explained within the knowledge framework of the prospect and address pain points that the prospect has. If you use technical terms outside of prospect’s knowledge, you will lose them.

Stage 2: Consideration Content

Once prospects understand how they can benefit from your product, they may still not be able to convince the rest of their organization of the benefits of investing in your solution. They will need content to help them do that.

This will take the form of highly-personalized content to help other people in the buying committee (usually the CEO, MD and CFO) visualize clearly what success looks like.

Case studies are one good example of consideration content. Or content written specifically to answer issues in the prospect’s industry (eg how the solution applies to the manufacturing industry). Or content written for a specific job function in the organization (eg how the solution will make good financial sense for CFOs).

Stage 3: Conversion Content

Once you have nurtured them, your prospect needs to go beyond asking for an RFP and reach decision-making stage to convert into a sale. For this, you need content that makes that decision easier.

Content for conversion is even more personalized to the prospect’s organizational needs. It can take the form of datasheets that side-by-side comparisons with your competitors in their consideration set. It can be content that guides them through building an RFP and the consideration stage of the RFP. It could even be personalized video demonstrations of the capabilities of the solution that they can take and present to their board of directors.

At this point, the prospects should already be highly-informed so the content can be more technical and sophisticated to answer their needs.

How do you build this content?

You will need an experienced B2B copywriter who can help you build target personas, conduct technical research, strategise content topics and map the content to the buyer’s decision-making journey.

Fortunately, there is one copywriter with the necessary experience working in Malaysia. I’m Tim Yang, and I have helped SaaS, cloud, and fintech services companies in Malaysia and around the world build content calendars to nurture leads into sales. Contact me and I can help you build your B2B marketing content immediately.