From the course: Lifecycle Marketing Foundations

Unlock the full course today

Join today to access over 22,400 courses taught by industry experts or purchase this course individually.

Use content to guide your journey

Use content to guide your journey

From the course: Lifecycle Marketing Foundations

Start my 1-month free trial

Use content to guide your journey

- One of the key elements today in marketing and certainly in guiding the customer journey is content. Now, you're pry tired of hearing about content because we've been talking about it for so many years. Content is king was kind of the buzzword. But I'm here to tell you it's much more than that. Content is air. It powers every channel in marketing today. It's the voice of strategy, and quite often, it's the tool that powers the customer journey. But here's the key, more isn't better. Intentional is better. Your content must match the goals and questions at each stage of the customer journey. So, if you think about the typical journey, awareness, trust, education, nurturing, informing, getting referrals. These are all forms of content that we need to have. So think about awareness. Blog posts create awareness. And many times somebody will go out to a search engine with a problem, you've written a blog post about it.…

Contents