How A Customer Journey Influences Your Content Strategy
Are you looking for ways to improve the customer journey and drive more conversions?
Want to learn how to convert leads into paying customers?
By mapping out each stage of the sales funnel, you can identify opportunities to improve your content strategy and convert more leads.
On March 8, I moderated a webinar with Wayne Chechanski, Vice President of Search and Site Experience at iQuanti, and Jill Perlberg, Vice President and President of Content Strategy and Customer Experience Marketing at Northwestern Mutual.
Cichanski and Perlberg show how to create relevant and valuable content for each stage of the customer journey, helping you move leads from interest to action.
Below is a summary of the webinar. To access the entire presentation, Complete the application.
To move leads from interest to action in the customer journey, you’ll need:
- Define your market landscapeApproach your research with data science and use target topics and groups.
- Create your own user journey: Identifying personalities and applying data science to the journey.
- Calculate the content gapCheck the thematic depth of competitors and map existing URLs.
- Create a priority content plan: Ensure that you participate in the work streams side by side.
1. Keyword targeting can help you define your market landscape
Keyword landscape and identifying attributes are one of the best ways to define your market.
To do this:
- look In your existing keyword footprint.
- check The branded and non-branded keywords your website is ranking for for the day. This data forms the first component of your seed list.
- notice Your competitors’ footprints.
- research Keywords based on a key term or group of content that neither you nor your competitors rank for. This will form the main seed list.
- group Your keywords in subtopics by intent. Ultimately, your goal is for one subtopic to equal one page in your content strategy.
- organize Hierarchy them to create a content block.
[Learn what a seed list is & how it informs your success] Instant access to the webinar →
[Get an example of this process] Instant access to the webinar →
2. Create a user journey by understanding how the user searches
Now that you have your data, topics, and competition pulse from the previous step, you can start creating your user journey path.
This will help you understand the content required to help your specific characters travel the entire funnel.
- Start by gathering your target audience and personas.
- Understand their needs (aka understanding their search intent) throughout the entire funnel from the top (awareness) to the bottom (buying).
- Draw your character across the entire journey.
This is where data science comes into play. Now you know what the consumer needs from you and what you need to offer. Data science will tell you where the biggest opportunities for this information are.
Now, you can work to detect:
- Where you can penetrate and attract the market.
- What is missing in your content arsenal to meet consumer needs.
When you know your content gaps, you’ll know what you need to create.
It’s about being very purposeful and very driven when creating pieces that match consumer demand.
[Find out where to get your data science] Instant access to the webinar →
3. Build content groups
Now, you can start building the strategy with content groups.
A content group is nothing more than a hierarchical organization of layout data.
The idea is to engage your audience with meaningful content. When you do, your audience will keep clicking, double-clicking, and eventually scrolling down your content slot.
- iQuanti, March 2023
Collections can help you provide Google with the right information to help you rank comprehensively.
[See content clusters in action] Instant access to the webinar →
4. Calculate the content gap
To calculate your content gap, you must:
Step 1. Look at spot depth
Topic depth is the amount of content you have on a particular topic. This affects overall relevance signals in the domain and the semantic level of Google.
[How much content you should have?] Learn in the on-demand webinar →
Step 2. Check your contest content
Notice how your brand stands up to its competitors. Is your competition focused on a different stage of the marketing funnel than you?
Step 3. Map your existing pages to your new theme data
You’ll want to see if you have any published URLs that match the primary keyword for your topic group. If you don’t have any, your strategy is missing key content.
Ultimately, as you are doing this exercise, it becomes very easy to spot a content gap.
[Get a tutorial] Instant access to the webinar →
5. Create a priority content plan
Once you know what needs to be optimized, you can create a robust content publishing pipeline.
[Discover how to prioritize based on opportunity and difficulty and what content should be published first] Instant access to the webinar →
[Slides] How does the customer journey affect your content strategy?
Here is the presentation:
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