Prior to your content being published to the Life Science Connect network, your Digital Content Manager completes an extensive review and evaluation to determine a few very important parameters: primary topics, the document type, and buyer's journey tag.
We use the Buyer's Journey tag to help classify the behavioral activity of readers. For example, if we notice a reader has engaged with a few articles that are tagged as "early," we view that reader as conducting research on that topic. Over time, these tags produce signals that help follow the reader along their buyer's journey.
A high level definition of each stage is below.
Early – This designation is given to content that is educational in nature with no overt vendor branding. It’s well suited for readers who are in a preliminary, information gathering stage.
Middle – This designation is given to content like case studies or comparative research. Readers engaging with middle stage content are likely still in an information gathering stage, but are starting to explore their options.
Late - This designation is given to content that is promotional in nature. It’s typically reserved for brochures, product/service descriptions, or application notes. Readers engaging with late-stage content are looking more for solutions at this point.
Learn more about the buyer's journey on our marketing resource site, Follow Your Buyer.