To be fair, it is impossible to describe the ‘perfect’ content audit as different businesses will have different objectives and start-points. However, if you want your content audit to move beyond simple list generation to capturing meaningful data that will inform your content planning and strategy, then there is a tried and tested approach that will deliver the best possible… Continue readingHow to carry out the perfect content audit
Effective content doesn’t happen by chance. It results from 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 and the delivery mechanisms for the… Continue readingSigns that you are suffering from Content Chaos
Customer communications silos are commonplace within nearly every business. For large businesses, there is no getting away from the fact that the natural evolution of the various business structures and processes has led to different parts of the business communicating with customers and prospective customers. However, those communications are rarely co-ordinated. So let’s be clear on what we mean by… Continue readingWhat is a communications silo?
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 puzzled. This is because content marketing has become too focussed… Continue readingContent Challenges: One audience, many content strategies
In a recent survey, 74% of marketers said that a cohesive omni-channel experience was important (34% said it was very important). We would all agree that there needs to be consistency in the brand experience across channels. Along with this, brands should interact with customers where they want. There is also evidence to suggest that a true omni-channel experience has… Continue readingCan you create an omni-channel experience?
Better customer communications can be worth millions in annual revenues. This is because there is a strong correlation between the customers’ experience and loyalty. [Forrester Report: Customer Experience Index]. So, companies that manage their communications with a strong contact strategy can create better experiences for their customers and have more customers who will buy from them again, who will not… Continue readingWhere to begin when considering your contact strategy
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 support that journey? The trick is to align your Personas to your Buyer Journey Map and then to your Funnel. Before looking at what content you need to create to support your customers’ journey, let’s… Continue readingPersonas to Map to Funnel
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 over two journeys, depending on the business. However, the two journeys that will always need to be separately mapped are the ‘buyer journey’… Continue readingThe difference between a buyer journey and a customer journey
We have already identified the problem of over communication with customers because of the wide variety of internal silos all communicating at once. But being aware of the problem is one thing, doing something about it is quite another. So where do you start in trying to eliminate silos to ensure you become truly customer-centric as a business? Think from… Continue readingBreaking down the communication silos to become customer-centric
Best practice in Buyer Journey Mapping is about thinking about a bigger picture and all the parts of the customer puzzle. All too often, organisations constrain Buyer Journey Mapping to the customer’s online journey. And even then, may only be the journey from entering your website through to the point of sale. To achieve genuine success, businesses need to consider… Continue readingBest practice in Buyer Journey Mapping