Very interesting article on how the proliferation of mobile search is breaking down the traditional 'Buyers Journey' into Micro Moments, as served up by the content you view on your phone or tablet.
It highlights the importance of having a mobile responsive website and more importantly having a full and deep understanding of your Buyer Personas, one of the fundamentals of Inbound Marketing.
The value in the content you should be creating is centered on the Be Useful stage of these 'Moments'. If we truly know how to be useful for our prospects then we can hook them into progressing through the rest of the Micro Moments of their buyers journey.
This article is well worth a read for those who are in planning mode for buyers journeys and content mapping to personas.
The traditional journey is now different and broken down into lots of real-time, intent-driven search queries. Google breaks them down into the following 'Moments': Is it worth it Show me how Time for a new one Didn’t plan for this One step at a time Ready for a change New day new me I wanna talk to a human There is also a lot of emphasis on: Be there: ensuring you are visible. Be useful: deliver relevance in their micro-moment of need. Be quick: mobile UX, site speed and page structure.