What is the role of content in the buyer journey?

2019-11-07T15:04:53+00:00

 What you don’t know about marketing and sales funnels that could cost you tens-of-thousands and threaten your return on marketing investment:                     6 Reasons that shouting louder and spending more on systems and adverts than the competition doesn’t work                   5…

What is the role of content in the buyer journey?2019-11-07T15:04:53+00:00

The difference between a buyer journey and a customer journey

2019-10-22T10:58:45+00:00

Anyone who has invested the time mapping the end-to-end customer journey for their business will almost certainly have come across one simple revelation: it is not one journey, it’s two journeys.In reality it could be many more than two journeys depending on the nature of the business. However, the two journeys that will always need…

The difference between a buyer journey and a customer journey2019-10-22T10:58:45+00:00

Persona to Map to Content to Funnel

2019-10-22T10:58:44+00:00

Persona -> Needs -> Map -> Content -> Marketing Funnel -> Sales Funnel -> CustomerIn my previous article “Customer Journey Mapping - Needs & Wants”, I discussed how customers’ needs change throughout their buying journey. That represents a challenge for us marketers and customer experience managers – How do you create the right content to…

Persona to Map to Content to Funnel2019-10-22T10:58:44+00:00

Customer Journey Management – Overcoming the silo problem

2019-10-22T11:00:16+00:00

Silos are one of the largest hurdles for any successful Cx programme to overcome. We explained why in our article “Is Customer Journey Management next?” when we discussed the challenge of demonstrating ROI for Customer Experience and Customer Journey Mapping: “The reason it is so hard to prove the ROI is because the customer experience/journey spans…

Customer Journey Management – Overcoming the silo problem2019-10-22T11:00:16+00:00

Can you create an omni-channel experience?

2019-10-22T11:00:16+00:00

 74% of marketers said that a cohesive omni-channel experience was important (34% said it was very important). (https://www.targetmarketingmag.com)We would all agree that there needs to be consistency of the brand experience across channels and the ability to interact where customers are and where they want to be and there is evidence to suggest that a…

Can you create an omni-channel experience?2019-10-22T11:00:16+00:00

Content Challenges: One audience, many content strategies

2019-10-22T10:58:44+00:00

How many content strategies do you have within your business? Indeed, how many content strategies do you have within your marketing function? Just the one? Fingers-crossed that is the case, but can you place your hand on your heart and swear to it?The above questions may have left you slightly puzzled. That is probably because…

Content Challenges: One audience, many content strategies2019-10-22T10:58:44+00:00

The all knowing content hub

2019-10-22T10:59:14+00:00

 In the new world of marketing and financial accountability, data, or more accurately insights from that data, have become one of the most important elements to get right in order to be successful. However, with the explosion of digital content across multiple platforms that can be shared and accessed anywhere in the world, coupled with…

The all knowing content hub2019-10-22T10:59:14+00:00

The growing problem of content chaos

2019-10-22T10:58:44+00:00

 Like algae blooming in a nutrient-rich lake, the amount of content being produced by companies today is growing at an exponential rate. How much content is being created, which functions within the business are creating it and how much of it is being exposed to customers is, for the average business, an utter mystery.Being polite…

The growing problem of content chaos2019-10-22T10:58:44+00:00

How much of your content never gets consumed?

2019-10-22T10:58:44+00:00

You have created an awesome video, written a gripping article or drawn a masterpiece. You publish to your website and social channels. Being a good marketer, you then amplify the reach of your content by posting, pushing, advertising and emailing your content to all your selected audiences through all the channels that you are present…

How much of your content never gets consumed?2019-10-22T10:58:44+00:00

The Cost of Content Chaos

2019-10-22T10:59:14+00:00

 How much does your business spend on content each year? If you are following global trends, it is an amount that is set to have doubled between 2016 and 2021; global spend on content marketing was assessed at $200bn+ in 2016 and in on track to exceed $400bn by 2021.However, that only covers content that…

The Cost of Content Chaos2019-10-22T10:59:14+00:00

Why is content not connected?

2019-10-22T10:58:44+00:00

 Watch an online ad, navigate around a brand’s website or consume some social content on the likes of Facebook or Linkedin and you will notice one similarity – none of the content is connected.You read, watch or consume the content and then, if you’re lucky, it might link to a landing page. However, most of…

Why is content not connected?2019-10-22T10:58:44+00:00

Dynamic Content personalises the journey

2019-10-22T10:58:44+00:00

Personalising content is not hardThe quest for personalisation remains a marketing obsession, and rightly so. Simply treating customers as a collective mass where the individual’s needs does not matter lacks common-sense and conflicts with customer expectations.However, achieving personalisation is considered hard. After all, to truly personalise the customer journey you need to understand individual needs…

Dynamic Content personalises the journey2019-10-22T10:58:44+00:00

Can all content be centrally planned?

2019-10-22T10:58:44+00:00

Can all content be centrally planned?Simple answer: yes.However, for many organisations the gap between how content is currently planned (i.e. within lots of separate teams) and planning content centrally may appear too enormous a challenge. To cross the gap, you need to take a big step back.Talking about ‘central planning’ has a ‘command and control’…

Can all content be centrally planned?2019-10-22T10:58:44+00:00

Content Challenges: Commercialising a content strategy

2019-10-22T11:00:17+00:00

Recent research shows that because of the ubiquity of content, most buyers will be 60% of their way to a purchasing decision before they speak to sales or make a purchase online. Of those that are 60% of their way to a decision, only 26% will ever actually buy anything. That means that of the…

Content Challenges: Commercialising a content strategy2019-10-22T11:00:17+00:00

Know How: Audience Journey Planning is the first step to commercialising content marketing

2019-10-22T10:59:14+00:00

“Holy Grail”, “Elephant in the Room”, “64 million dollar question”, whatever idiom you want to give it, the marketing industry is quite rightly obsessed by ROI. In the world of content marketing, the initial feeling was that this was a discipline that had ROI at its heart. After all, the rise of content marketing was…

Know How: Audience Journey Planning is the first step to commercialising content marketing2019-10-22T10:59:14+00:00

Content Challenges: What is a content strategy

2019-10-22T10:58:44+00:00

Current accepted thinking on a content strategy is that you think of some themes that you want to create content around - you may well call these content pillars - and then you brainstorm some ideas about what content would fit around these pillars. Once you have a list of ideas you then apply this…

Content Challenges: What is a content strategy2019-10-22T10:58:44+00:00

Signs that you are suffering from Content Chaos

2019-10-22T10:58:44+00:00

Effective content doesn’t happen by chance. It is the result of a strong centralised content strategy.When content is out of control it might not appear on the surface that it is a problem or that it is affecting your business performance, but it is. It goes unnoticed as teams are most often focused on technology…

Signs that you are suffering from Content Chaos2019-10-22T10:58:44+00:00

The Enterprise Scale Content Conundrum

2019-10-22T10:58:44+00:00

Pity anyone within a blue chip business who tries to unravel the complexities of their content programme. For a start, it won’t just be one content programme as multiple brands, agencies and functions will be actively creating an exponentially larger amount of content, akin to feeding a ravenous beast with an insatiable appetite.It’s not overly…

The Enterprise Scale Content Conundrum2019-10-22T10:58:44+00:00

Understanding the role of content in your customer journeys

2019-10-22T10:59:14+00:00

In the previous article, “Every journey starts with a single content step”, we explored the need to define your customer’s buying journey from their perspective and then use this to create truly customer-centric content. This approach creates an end-to-end content journey, as content is the tool being used to facilitate your customer’s journeys. But what…

Understanding the role of content in your customer journeys2019-10-22T10:59:14+00:00

Every journey starts with a single content step

2019-10-22T10:58:44+00:00

Customer journeys. That age old process adopted by marketers to define the behaviour of their target audience when they are trying to persuade them to buy their product or service. Most commonly visualised as a marketing funnel, customer journeys aim to cover customer touchpoints across multiple channels and with different customer segments that all lead…

Every journey starts with a single content step2019-10-22T10:58:44+00:00