Map Your Content To The Customer Journey

What sort of experience do you provide to your customers? How can you ensure that you knock it out of the park every time you interact with an existing or potential customer?

Knowledge is power when it comes to digital customer experience.

You wouldn’t venture out into the wilderness without a map, and neither should you enter into a digital strategy without first knowing the lay of the land.

Read on for our guide to mapping your content and building a top-quality experience for customers.

Step 1: Build the Map

First off, you need to understand the journey, the narrative into which your prospects and leads fit.

Where is the first point of contact between you and your customers? How are you re-engaging customers to minimize churn? How many steps are there between first contact and sale?

Analyze the customer journey, and then map this out as a workflow diagram.

This provides the structure for your content strategy. This map shows you precisely which steps your customers are taking and illustrates the entire process, putting all members of your marketing team on the same page.

Step 2: Identify the Friction

Next, it is time to identify where your customers are getting stuck.

Track their progress throughout the journey. Are you losing significant numbers of customers at any particular point? Is there a section of your road map that needs to be streamlined?

By analyzing the movement of your customers along the route towards conversion, these questions should be easy to answer.

Even if your operation is already a slick one – even if each section of the customer journey is already optimized for success – there will still be improvements you can make. This is an ongoing process, so keep at it.

Step 3: Craft the Content

With the pain points identified, it is now time to develop content for each stage of the customer journey.

If you have a large email subscriber database but minimal conversions, providing exclusive content to users who follow your email CTAs can help to boost this number.

If your social media channels are not pulling their weight, diversifying your content approach with infographic and video content will optimize this point of contact.

Alternatively, it might be that your search engine results are letting you down. If this is the case, developing inbound marketing efforts with high-quality content that builds your authority in the industry will turn this around.

While this content is not targeted for specific user groups, it still has a big part to play in your customer experience road map.

Step 4: Analyze and Re-analyze

As was mentioned earlier in this post, building the perfect digital customer experience is an ongoing and endless process.

This means that constant analysis and re-analysis is required if your efforts are to be successful.

If a particular move to ease customers along the journey towards conversion has not been successful, or has not had the desired outcome, you need to know why.

Pore over the data, reach out to customers for feedback, and examine the efforts of similar organizations in your field.

There is always more knowledge to be gained, and arming yourself with the best data gives you a valuable advantage over your competition.

This post originally appeared on THINK Marketing.

Michael Brenner  is a Top CMO, Content Marketing and Digital Marketing Influencer, an international keynote speaker, author of "Mean People Suck" and "The Content Formula" and he is the CEO and Founder of Marketing Insider Group, a leading Content Marketing Agency . He has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael helps build successful content marketing programs for leading brands and startups alike. Subscribe here for regular updates.

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