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… 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… 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… 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… 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… 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… 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… Continue readingBest practice in Buyer Journey Mapping
The focus on AI use should be where it can enhance the customer experience. But, how specifically, do we use AI to improve customer experience? From established vendors to innovative start-ups, specific applications are emerging… Continue readingAdding AI to marketing
Current ABM approaches assume you need to know who the person is to market to them. A core tenant of ABM is that good targeting of accounts is key to the success. This has driven… Continue readingAccount Based Marketing (ABM) and Buyer Journey
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… Continue readingUnderstanding the role of content in customer journey