Persona-Stage Content System
Content That Moves Buyers
Build content for CIO, CISO, procurement, ops across awareness, consideration, validation, procurement, post-purchase—aligned to buyer intent and stage.
Persona + Stage Content Matrix
B2B buying is multi-stakeholder and multi-stage. Different personas (CIO, CISO, procurement, ops) have different concerns at different stages (awareness, consideration, validation, procurement, post-purchase).
Generic content fails because it tries to serve everyone. Persona-stage content wins because it addresses specific concerns at the exact moment buyers have them.
The Five Buyer Stages
- Awareness: Problem recognition—buyers realize they need a solution
- Consideration: Solution evaluation—buyers research options and build shortlist
- Validation: Proof gathering—buyers validate claims, check references, assess risk
- Procurement: Vendor selection—buyers negotiate, compare pricing, finalize contract
- Post-Purchase: Onboarding & expansion—customers adopt product, expand usage
The Four Key Personas
- CIO/VP Engineering: Cares about architecture, scalability, roadmap, vendor stability
- CISO/Security: Cares about certifications, data residency, compliance, audit logs
- Procurement/Finance: Cares about pricing, contract terms, ROI, total cost of ownership
- Operations/End Users: Cares about usability, integrations, support, training
Content Mapping Example: CRM Category
| Stage | CIO | CISO | Procurement |
|---|---|---|---|
| Awareness | "Why CRM for enterprise?" | "CRM security risks" | "CRM ROI calculator" |
| Consideration | "Salesforce vs HubSpot architecture" | "CRM GDPR compliance comparison" | "CRM pricing comparison by tier" |
| Validation | "CRM technical documentation" | "SOC 2 report + security whitepaper" | "Enterprise customer references" |
| Procurement | "Implementation timeline + resources" | "Data Processing Agreement (DPA)" | "Contract negotiation playbook" |
How IQIEX Identifies Content Gaps
Analyze what buyers search for and what competitors provide—then fill the gaps
1. Map Buyer Queries to Personas + Stages
IQIEX analyzes search queries, PAA questions, AI prompts—segments by persona intent and buyer stage.
2. Identify Coverage Gaps
See which persona-stage combinations lack content—e.g., "CISO validation stage has zero content, but 40% of deal delays happen here."
3. Generate Evidence-Backed Briefs
Content briefs include: target persona, buyer stage, questions to answer, competitor content benchmarks, proof points required, and success metrics.
4. Track Content Performance by Persona-Stage
Measure which persona-stage content drives conversions, shortens sales cycles, or increases win rates—double down on what works.
Build Your Persona-Stage Content System
See how IQIEX identifies content gaps and generates evidence-backed briefs for each persona and buyer stage.
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