This document discusses mapping content strategy to the modern customer journey. It begins by outlining common challenges like limited content and random acts of content. It then recommends adopting a stages model and considering key customer and business factors. The rest of the document provides details on planning content by auditing existing content, identifying gaps, and aligning content distribution across channels. It emphasizes aligning content to stages in the customer journey and defining metrics for each stage from engagement to advocacy.
The Evolution of Internet : How consumers use technology and its impact on th...
Mapping Content Strategy to the Modern Customer Journey
1. Mapping Content Strategy to
the Modern Customer Journey
Gary DeAsi
Senior Manager, Digital Marketing & Brand
@gdaz
Ryan Pinkham
Content Marketing Manager
@RyanPinkham
7. 77
1 Adopting a Stages Model
& Key Factors to Consider
Mapping Content Strategy to the Customer Journey
8. 88
Understanding your Customers
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Individual
Job roles, personas
Motivators
Problems, pain points
Terminology & language
Buying triggers
How solve problem before?
Organization
Industry vertical
Company size
Business model, strategy
Technology stack
Org structure
Geo locations
9. 99
Understanding your Business
Product or Service
Value propositions
Key features, capabilities
Differentiators
Complexity of solution
Use cases
Technical specifications
Technology partnerships
Sales
Pricing model
Sales model
Length of sales cycle
$ ASP
Barriers & objections
Complexity of buying decision
Market
Market maturity
Demand type
Market share
Competitive landscape
Positioning
Market trends
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10. 1010
Information
• Search and browsing behavior
• Research and nurture needs
• Messaging
• Barriers to overcome
• Questions to answer
INTELLIGENCE
Content
29. 2929
Content Audit: Identify Content Gaps
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Number assets / stage
Types of assets / stage
Performance of assets
Age of content
Location of content
Distribution strategy
Optimization, enhancement,
and re-purposing
Keyword research
33. 3333
3 Aligning Multi-Channel
Content Distribution
Mapping Content Strategy to the Customer Journey
Website
Social
Blog Email
Nurture
Paid
PR
Events
Community