MassTLC Marketing and Sales Summit
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 from your content marketing. 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.
For example, the advancements that are being made in technology are changing with every passing day, and in order to change with the times as a business, you may need to think about what your customers want to see. Think about how popular smartphones and apps have become over the years, and why developers and businesses are always changing their marketing strategy to help accommodate a mobile app advertisement to help drive more installs and interaction. This could be something that customers want to see, so changing your strategy to help with this could be very important. 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. When it comes to advertising online, competing for attention can be tough. This is why it is so important for businesses to establish a clear strategy when marketing their products and services. A data-first marketing approach is essential for brands that want to make the most of their online advertising.
This presentation covers:
- Understanding your customer journey: Adopting a buying stages model, and 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