3. 03
To deliver the right content in the right place at the right
time you first need to gain insight in your customers
journey:
○ What customer journey phases can you define?
○ Which questions will your customer have in each phase?
○ Which channels will your customer use?
Customer journey mapping |
4. 04
What customer journey phases can you define?
Lets keep it simple and start with these four:
o Orientation
o Compare
o Buy
o Review
Customer journey mapping |
5. 05
Which questions will your customer have in the
“orientation” phase?
o What do I need?
o Where do I search for it? Google? App? Magazine? Brick store?
o Who can fullfill my needs?
Customer journey mapping |
6. 06
Which questions will your customer have in the
“compare” phase?
o What does every company offers me to fulfill my needs?
o What are the costs and what do I get for that money?
o Is the company thrustworthy?
Customer journey mapping |
7. 07
Which questions will your customer have in the “buy”
phase?
o How can I order?
o Is it secure to place my order?
o How do they proceed my order?
Customer journey mapping |
8. 08
Which questions will your customer have in the “review”
phase?
o Did I make the right product choice?
o How fast was the delivery?
o What else can they provide?
Customer journey mapping |
9. C o n t e n t m e e t s c u s t o m e r j o u r n e y |
10. 10
Help your customers answer their questions in each
customer journey phase.
Note: Be sure you answer these questions in the same way on every
channel you offer (website, app, brochure, store etc.)
Content meets customer journey |
11. 11
Help your customers answer their questions in the
“orientation” phase:
o Be sure you are available on the channels and devices your client uses.
o Most clients will use search engines starting their research: use SEO.
o Present yourself as an authority on your field: These are the new products
and trends you are searching for.
Content meets customer journey |
12. 12
Help your customers answer their questions in the
“compare” phase:
o Before purchasing, we tell you to consider the following points…..
o This is how we meet your considerations.
o Read what our clients say about us!
Content meets customer journey |
13. 13
Help your customers answer their questions in the “buy”
phase:
o Make the checkout procedure available on every channel and device.
o Be sure the checkout and payment are secure.
o Confirm the order.
Content meets customer journey |
14. 14
Help your customers answer their questions in the
“review” phase:
o Give the possibility to rate the purchased products or services.
o Offer extra information (for example: user manuals).
o Offer products based on the client profile (personalization)!
Content meets customer journey |
15. R u l e s o f c o n t e n t m a r k e t i n g |
16. 016Rules of content marketing |
In the end, take note of these rules of content marketing
o Content is the essence of your brands conversation with
customers
o Every piece of content is a message you sent to your clients
o Provide content to enrich your clients life
17. T r i c o d e - d i g i t a l m a r k e t i n g s o l u t i o n s t h a t b o o s t b r a n d s |
