WHICH PARTS OF YOUR CONTENT LIBRARY ARE ACTUALLY DRIVING REVENUE?
See how your content helps buyers buy with a Content Buyer Impact Analysis
IS YOUR CONTENT CONNECTING WITH BUYERS?
Most B2B companies believe their content is working. They have a website, case studies, product pages, and a resource library. What they often don't have is an honest, outside-in view of what that content actually does — or fails to do — when a real buyer is trying to make a decision.
The Content Buyer Impact Analysis gives you that view. A structured, evidence-based assessment of how well your content supports buyers at every stage of their journey — scored, benchmarked, and translated into a prioritized list of specific gaps to close.
WHY IT MATTERS NOW
Your buyers are deciding without you.
82% of B2B buyers have already selected a preferred vendor before they contact a sales person.
78% of B2B buyers have set their business requirements before they ever talk to your team.
By the time a buyer reaches out, the decision is largely made. They've spent months on their own — reading, comparing, and forming opinions based entirely on what they could find without you.
Your content is either doing that work — building confidence, answering questions, earning a place on the shortlist — or it isn't. Most companies don't actually know which is true.
The hard truth: a buyer who can't get what they need from your website doesn't ask. They move on. The deals you never knew you were losing are often content problems dressed up as market problems.
WHAT YOU GAIN
A prioritized fix list, grounded in buyer evidence.
The Content Buyer Impact Analysis doesn't just tell you your content has gaps. It shows you exactly where buyers are getting what they need, where they're stalling, and what to change — in priority order.
A scored assessment across every stage of the buyer journey and overall site experience
A clear picture of what's working and what's actively losing you buyers
Specific, actionable recommendations — prioritized by buyer impact, not internal preference
Optional competitive benchmarking — your content scored against competitors on the same framework
For the “Full” analysis: a written report plus an executive summary presentation ready to share with leadership
This is not a content audit in the traditional sense. It's a buyer-perspective assessment — scored against what buyers actually need to make a confident decision, not against SEO or content production metrics.
WHAT’S INCLUDED
The six buyer journey stages — plus buyer experience.
Using a 60+ question assessment framework, the CBIA evaluates your content against the specific jobs buyers need to complete at each stage of their decision.
Every question and stage are scored 1–5. A score of 1 means the content assumes the buyer already knows everything — your site is purely transactional. A score of 5 means the content anticipates questions, guides decisions, and creates genuine confidence to act.
| Buyer Journey Stage | The Buyer Question Your Content Must Answer |
|---|---|
| Problem Identification | Can buyers recognize and quantify the problem your solution solves? |
| Solution Exploration | Can buyers understand your solution and how it compares to alternatives? |
| Requirements Building | Does your content help buyers define their criteria and evaluate their options? |
| Solution Validation | Can buyers confirm your solution is technically and operationally right for their organization? |
| Supplier Selection | Does your content give buyers the confidence to choose you? |
| Purchase | Do buyers have what they need to secure budget, complete the process, and move forward? |
| Buyer Experience | How easy is it for buyers to find what they need on your site? |
WHO IT’S FOR
Any B2B team responsible for content that's supposed to move buyers.
The Content Buyer Impact Analysis works across B2B industries and company sizes — from growth-stage SaaS to mid-market to enterprise. If your buyers evaluate solutions online before talking to your team, this framework applies.
It's the right engagement when:
You're losing deals you should be winning, and content may be part of why buyers are stalling or going quiet
You're launching a product or entering a new market, and you need to know if your story lands before you invest in go-to-market
You've invested in content and aren't seeing it move pipeline — and you need to know what to change, not just that something's wrong
You want to know how your content stacks up against competitors at every stage of the buyer journey
Your sales team says buyers come in underprepared or confused — and you need to understand what they're finding before that first conversation
You're about to brief an agency or content team, and want the assessment to drive the brief rather than the other way around
UNMATCHED VALUE
Enterprise-grade methodology. Accessible to the teams that need it most.
I co-developed The Buyer Impact Model with Liaison Creative — a firm whose clients include well-known enterprise brands. The methodology is rigorous, proven, and built for high-stakes content decisions.
Most companies at that level have the budget and internal resources to commission this kind of analysis. Growth-stage and mid-market B2B companies typically don't — which means they're making content decisions on instinct while their enterprise competitors are making them on evidence.
Working with me brings this methodology to companies that wouldn't otherwise have access to it — without the agency overhead, the long timelines, or the enterprise price tag.
STOP GUESSING WHAT YOUR BUYERS ARE EXPERIENCING. START KNOWING.
The Content Buyer Impact Analysis gives you the evidence to make confident content decisions — not just fix what feels broken, but fix what's actually costing you deals.
Ready to see what your buyers see?
A 30-minute scoping call is usually enough to define what you need, whether its a “full” or “snapshot” approach, or whether you want to customize the approach to include distributors, competitors, or multiple solutions.
WHICH VERSION IS RIGHT FOR YOU?
“Full” analysis or fast “snapshot” — both run on the same model.
“FULL” CONTENT BUYER IMPACT ANALYSIS
Deep analysis + prioritized recommendations
60+ question framework across all six buyer journey stages plus buyer experience
Stage-by-stage findings, competitive benchmarking (optional), full recommendations report with implementation guidance
Written analysis report + executive summary presentation
~2 weeks from kick-off to delivery
Best when you want the complete picture — what's working, where buyers are stalling, and a prioritized roadmap for what to fix and why
CONTENT BUYER IMPACT “SNAPSHOT”
Fast read, immediate actions
15 questions targeting the highest-impact gaps
Scored summary, key findings, 3–5 prioritized recommendations
Concise scored PDF report
Complete in just a few days
Best when you need a fast, credible read before committing to a full analysis — or you have a specific product, channel, or launch question to answer quickly
WAYS TO APPLY THE CONTENT BUYER IMPACT ANALYSIS
The framework is flexible. The scope is always yours to define.
The analysis can be scoped to fit your specific situation — a single product, a channel ecosystem, a competitive comparison, or a full portfolio. Here are three ways it's been applied in practice:
| Scenario | When to Use It | Example |
|---|---|---|
| Ingredient Brand / Channel Marketing | Your product is sold through distribution or channel partners. You need to understand whether buyers can complete their journey across your owned content and your partners' digital presence — not just your own site. | Enterprise semiconductor brand, channel sales: We assessed solution pages on the brand's own site alongside two distributor sites — evaluating whether buyers could complete the full journey even when the brand is the ingredient, not the product buyers are searching for. |
| Competitive Content Benchmarking | You want to know not just how your content performs, but how it performs against direct competitors selling through the same channels — scored on the same buyer journey framework. | Fortune 500 industrial manufacturer, multi-distributor: We compared content effectiveness for the same products across multiple distributors and against competing products — revealing where the client was winning and losing the mid-funnel battle by channel. |
| Solution or Segment-Specific Analysis | You have a specific product, solution, or target buyer segment in mind. The CBIA scopes precisely to that — no broader than what you actually need. | Enterprise technology brand, SMB segment: We analyzed content for a single solution targeted at small business buyers — scoped precisely to that audience, not the full product portfolio. |
ABOUT THE METHODOLOGY
The Content Buyer Impact Analysis service is built on the Buyer Impact Model — a content assessment framework developed and delivered in partnership with Liaison Creative. The framework evaluates content on a 1-to-5 scale: from purely transactional (assumes the buyer already knows everything) to genuinely consultative (anticipates buyer questions, guides decisions, and builds confidence to act).
The methodology is built for B2B. It translates directly across industries and company sizes — from growth-stage SaaS to enterprise hardware to professional services. If your buyers research and evaluate solutions online before they talk to your team, this framework applies.
READY TO IGNITE GROWTH FOR YOUR BUSINESS?
Schedule a discovery and kickoff call now to get started — or chat with Rebecca to customize your approach.