From the course: Strategic Content Marketing: Attract, Engage, and Retain
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Mapping content to the customer journey
From the course: Strategic Content Marketing: Attract, Engage, and Retain
Mapping content to the customer journey
- Imagine a world without maps. Without maps, not only would it be difficult to get from point A to point B in a new city, but you might not even know about the wonders that exist around the world. For your company, having a strategic content map can help you determine what content you need to help your audience solve their problems and accomplish their goals. You'll be able to help them to get wherever they're going. Content mapping starts with defining the key phases, or steps, in your customer's journey. A typical customer journey includes the following phases. Awareness, consideration, decision, experience, and advocacy. Once you've identified phases in your customer's journey, describe what your customers experience in each phase. What do they think, feel, and do at every phase. Write down the high points and the low points. The joys and the frustrations. The questions and the decisions they face. These goals…
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