From the course: Introduction to Content Marketing
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Mapping content to the customer journey
From the course: Introduction to Content Marketing
Mapping content to the customer journey
- Think about your customers for a moment. What is their journey to solve a problem or accomplish their goals? The more you understand that journey, the faster you'll think of interesting and useful content ideas. That's why content mapping is the top technique I recommend for generating content ideas in a new content marketing program. Let's walk through content mapping so you can start to use it right away. Content mapping starts with defining the key phases or steps in your customer's journey. A typical customer journey includes an awareness phase, a research phase, a shopping and buying phase and a support or service phase. Check whether your company already has your customer journey defined. If not, adapt a typical customer journey to what you know about your customer. For example, I once advised a home improvement retailer that identified inspiration as an important phase for their customers. Once you…
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