MassTLC Marketing and Sales Summit, March 2016
Content is the fuel to your digital marketing engine – but if the content you are producing is not aligned to address the specific needs, questions, and barriers of buyers at different stages of the customer journey, you may be spinning your wheels and losing ROI. Too many companies create and distribute the content they think customers want to read without really investing the time or resources to truly understand the varying needs of their audience, or how those needs can change throughout their relationship with your business. Taking a customer journey-centric approach to content strategy means engaging the right buyers with the right content, at the right time— adding more qualified leads to your funnel, and ensuring that more loyal customer advocates come out the bottom.
This session covers:
- Understanding your customer journey: Adopting a buying stages model, and key factors to consider based upon characteristics your business, target customers and market landscape
- Planning with the customer journey in mind: Utilizing customer journey knowledge to develop monthly and quarterly content plans to overcome key business challenges and goals at different stages of the funnel
- Mapping content distribution to the customer journey: Aligning multi-channel content distribution initiatives with your content strategy to maximize impact and engage your audience across customer journey stages