Do you have a documented content marketing strategy? What was your process for creating it? A winning content marketing strategy is shaped by the journey that a potential customer travels to make a buying decision. You’ll use your content to create the conversations that will “escort” them through that journey to the result they need (your offer).
Shaping a content marketing strategy according to your intended customer’s behavior and experience is a smart way to plan your content so you make the most of your digital assets and social media posts.
Why is the customer journey is important? As marketers and sellers of solutions, our customers have an expectation that we can deliver the experiences they’re looking for. When we understand the questions that individual customers may be asking (before they buy), we’re able to create content that provides valuable insights to prospective buyers.
Mapping out the customer journey allows marketers to identify the pain points that exist within their customer base and plan our marketing efforts with those unique experiences in mind.
What does a customer journey look like? It includes the answers to the questions that your intended customer will have as they get to you know, understand your business, become aware of their problem and recognize that you can help.
An effective customer journey map will include representations of those buyers (AKA personas), the stages they go through and the social networks they prefer.
When was the last time you had a customer tell you how they discovered your business? What about the last time you received feedback from one of your repeat customers? Even though both of these customers made the same purchasing decision, they probably didn’t arrive at that destination in the same manner. This is an indication that your audience is made up of multiple customer types, each with their own unique set of values and interests that shape their decision-making process.
When your content is aligned to support potential customers through their respective journeys, you’re able to create marketing materials that intersect with the daily lives of potential customers and guide their process with relevant content.
For example, what would your potential customer be asking/searching for when they looking to learn more about your product? During the awareness and initial consideration stages, a consumer might be wondering if other people are experiencing the same challenges as them and looking information about how they addressed the issue. By the time they’re ready to buy, reviews and testimonials from other people will be important.
In this competitive digital age, marketing that connects is about consistency and usefulness. Marketers who can maintain a level of relevance within the customer experience will give themselves a degree level of authority over their buying decisions. The secret to success in digital marketing is understanding the customer journey; it’s where the connections that convert happen.
If you’re overwhelmed with information about your product and you’re not sure of how to use it for content, my Content to Cash Blueprint will provide a roadmap of ideas to fill your funnels. Attract your ideal customer by clearly communicating your message using the right content at the right time.