Customers. Complex bunch.
They pull out their wallets and purses to trade hard-earned dollars for stuff. Stuff we design, organize, grow, program, or manufacture.
Stuff like curved TVs. Endurance events. Spicy vodka. Graphic design textbooks. Massive multiplayer online games. Lilac bulbs. Tax preparation software. Workout regimens.
If customers buy the stuff you make, then you got two things right:
- You built a healthy audience.
- You built products they love, which, of course, explains their buying behavior — if they have the money and they want it, they’ll buy it.
It’s not magic. There’s a blueprint. A faithful roadmap.
But that’s not all of it.
Between those two poles (building the audience and building the product), there is an element we can’t ignore: the customer experience. Which, no matter how hard you argue to the contrary, is probably terrible.
How to Use Customer Experience Maps to Develop a Winning Content Marketing Strategy
