Content marketing is an effective way to give consumers the information they need to make a purchasing decision. However, as the volume of online content increases, the complexity and breadth of options for content is increasing. Paths to purchase are becoming less linear, less defined and harder for marketers to track. With this understanding, marketers must create content with the new customer journey in mind.
Caitlin Burgess, contributor to the TopRank Marketing blog suggests constantly reassessing to find ways to improve your journey. Here’s what she has to say:
You’ve done your audience research. You’ve created and executed an amazing, integrated content marketing strategy and content plan. Now is not the time to set things on autopilot. Now is the time to take a look at results and determine areas of opportunity for improving your content and therefore your customer’s journey.
Dig into your website and social analytics on a regular basis to see what’s working and what isn’t, and then adjust your content plan and marketing tactics to bolster the good, cut out the bad and perhaps try a little something new.
Here are some tactics you can take to make sure you’re content marketing will work for the new customer journey:
- Know where your audience looks for information and how they learn
- Integrate a variety of content types and channels to optimize your impact
- Create content that your audience cares about by being relevant and timely
- Create a seamless use experience between content at different stages
Click the link below to read Caitlin Burgess's full article on the TopRank Marketing blog.