Of course, the content you offer might differ from the above, but it's a good guideline. Ultimately, the content you offer is based on the information gained during the buyer persona research that allowed you to map the Buyer's Journey.
To help you better understand these concepts, we're using one of our clients as an example. In this section we'll be looking at consideration-stage assets delivered to our primary persona: the homeowner.
Persona: Homeowner
Content Type: Competitor Cost and Solution Matrix Guide
Messaging: "If you're in the market for a home security solution, look no further. This 'one-stop shop' guide covers all of the major competitors, their solutions, and their prices."
Reason for Exisiting: our prospects are evaluating competitors, we may as well control the discussion.
KPI: 41 Marketing Qualified Leads
Persona: Homeowner
Content Type: Video
Promoting: Mobile Technology
Messaging: "Watch this video to learn exactly how our mobile technology interacts with your home alarm and home automation system."
Reason for Existing: Goes into increased product detail, and outlines some of the cooler things you can do with our tech (aspirational).
KPI: 1000+ views
Persona: Homeowner
Content Type: Email
Promoting: Free Home Security Audit
Messaging: "One of our certified technicians will gladly walk through your house and provide a full security audit, as a service to you and our New England communities."
Reason for Existing: This offer is critical - it allows us to (literally) get out foot in the door.
KPI: Over 100 assessments delivered as a result of this email