Many content marketers make the mistake of creating content solely to attract and support new customers, forgetting about the rest of the customer journey. Instead of focusing on the different stages their customers will go through on their buying journey, they direct all their attention to a new audience, meaning they are missing a huge part of their existing readership.
But what exactly is a “customer journey”? And how do you go about “mapping” it out? Well, the exact path a customer will take on their journey from brand discovery to sale will vary greatly from person to person, but research has shown that 67% of it is now done digitally. While there is no one-size-fits-all approach to content strategy, a customer’s journey and requirements do tend to fall into some identifiable phases…
How to Use Customer Journey Mapping to Shape Your Content Strategy
