How the customer journey impacts content marketing

Key quotes:

• "Content marketing uses content in various forms to attract an audience for your business’ products, services, and programs while influencing the behavior of that audience over time."
• "Let’s start with the overall benefit of content marketing: over the long term, you’re building an asset for your business."
• "Attract new prospects into your universe Since content is what people search for, consume, and share your content marketing efforts allow you to not only make new people aware of your business but also move them toward taking the next steps."
• "Show and demonstrate benefits Your product or service solves a specific problem for the people you’re trying to reach."
• "Content marketing gives you the opportunity to explore the benefits your products and services can provide and bring them to life in a way you may not be able to on a landing page, brochure, or sell sheet."
• "Focus on creating resources to provide value to your customers and help them become more successful with your product or service."

Key quotes:

• "To truly understand eventual impact on the customer experience, from initial interest and research, to the point of sale and continued loyalty, it helps to examine the impact of such activities by looking at the ways in which customer journeys, or “the journey your customers take from awareness of your brand or products to conversion and beyond”, can elevate your content marketing strategy."
• "Closing sales more effectively The path customers take to realize ‘brand commitment and beyond’ can provide marketers with deep insights into how to best direct messages to targeted leads."
• "At this point, we already hope you have some answers J Content journeys enable brand marketers to effectively create a product story that attracts followers, those potential customers that feel or about to establish a feeling of loyalty to your product or service, to continue through the various stages of the sales funnel."

Key quotes:

• "Why You Need to Create a Customer Journey Map One of the top benefits a customer journey map can provide is, a better user experience."
• "But beyond improving user experience, what else makes these maps so important? A customer journey map can allow organizations to further understand customer context and intent."
• "A good plot out user journey map can improve a business’ sales cycles."
• "This is because you provide a seamless customer experience across all channels based on what customers need for them to take quick action."
• "When organizations optimize each channel to ensure that all departments unify their approach in improving customer engagement, it streamlines the sales cycle."
• "When all obstacles are removed and everything is consistent with a user journey map, customers can progress through your sales cycles."

Key quotes:

• "You can have a few different segments of people who would likely buy your product for varying reasons (think about the different types of consumers who would buy a hybrid car — their demographics and motivations for wanting to purchase a hybrid model could be varied), but it’s important to first identify who those people are and then your work as a CIA operative begins."
• "After marketers have amassed their data pile, they should ask the following questions before they begin mapping their customers’ journey, according to GlobalWebIndex’s exceptional, all-encompassing guide to customer journeys: Once you have a comprehensive profile — whether it’s through existing data and experiences or additional digging and research — and you’ve answered the aforementioned questions, you can begin to build out their path to purchase."
• "Customers feel, think, and do different things as they’re moving throughout their journey and you want to understand them in order to be effective and personalized in your marketing and messaging."

Key quotes:

• "The idea is that when measuring the performance, ROI and bounce rate are not the only metrics you look at but also how best that content is meeting customer needs for that stage of their journey."
• "These articles don’t mention anything about Groove’s software offers, features or case studies because they are meant to attract users and build brand awareness, therefore, determining their performance should not only be based on sale conversions but on the number of potential leads generated."
• "These 6 to 8 touch points are a representation of the customer’s journey through the funnel and an effective Content marketing strategy should be designed to provide all the necessary information for a prospect to move from the awareness stage to evaluation and then conversion stage."
• "Businesses, especially in the B2B space with a good conversion rate, often find themselves with a low number of potential leads, therefore an improvement of the content marketing strategy would be producing and promoting more ToFu content to feed the lead nurturing machine."