Connecting the dots between content and the customer journey

Content marketing has become one of the most common forms of marketing. According to Curata, 72% of companies have a content strategy in place. While content marketing is becoming a core tactic within marketing programs, many companies are still trying to connect the dots between a content strategy and other marketing tactics.

Content marketing can be a powerful tool for engaging prospects and customers, especially when integrated across the marketing funnel. SEO-driven content is an extremely powerful and effective technique to capture users during the search process. Content however can also be an effective engagement and re-engagement technique. The key for many organizations is to determine how to identify which content different audiences will find most useful. For organizations that are content flush, this can be a challenge.

Generally, social media channels are a fabulous technique to broadly share content. In fact, it’s completely acceptable and even recommended to share any one piece of content more than once on certain social media channels. The wording of different posts appeal to different audiences, plus not all users scroll their entire feeds. Performance of content in social media can begin to provide directional information on what type of content is engaging, wording choices, angles and other insights.

Email is one of the most common channels for directly targeting and sharing content with prospects and customers. E-newsletters are a marketing technique many companies use to distribute content to audiences. At a point, many marketers wonder how much content can anyone consume? There is no question that content is everywhere with 97% of b2b marketers reporting using email to distribute content. Relevancy and improved targeting is likely going to be the difference between content winners and losers in the future.

Marketing automation enables marketers to deliver highly-versioned communications at a much lower investment than the past. Marketing automation captures user’s views, downloads, abandonments and other behavioral information. The behavioral information is analyzed and applied to create triggered email streams.

Email streams can be established around segment needs or problems and then mapped to topics and associated content. Rather than forcing users into a stream, marketing automation can enable users to basically self-select. This can be done by allowing users to receive email messaging based on content interactions..arranging content around problems solved, pain points, and solutions that directly align to the customer journey.

Defining the customer journey is essential to ensuring content is aligned to the various stages of the funnel. Outlining decision points along the customer journey is one of the powerful organizing principles for content streams. Customer journeys are by nature customer-centric.  This type of targeting approach triggers more content and information based on initial and iterative web behavior.  Related content is triggered by user engagement and delivered via marketing automation.

Behavior-based targeting based on user interactions is probably one of the powerful forms of targeting. Content is everywhere, and with the abundance of content that users are exposed to daily (even hourly), marketers need to enhance their targeting of content to ensure relevancy. The old adage that past behavior is likely to be a predictor of future behavior can directly be applied to content delivery.

This type of behavioral marketing provides marketers with the highest chance of engaging and converting customers and prospects. Additionally, it allows marketers a mechanism to organize, harness and even reuse content. Today’s marketing automation allows marketers to harness and organize content into a can be done in a scalable and efficient way…and an opportunity to connect the dots.



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