Customer-Centric Content Strategy
Content marketing is a vital part of digital marketing. These days, many marketers are failing to get content marketing right; this is because their focus is not on understanding the customer’s desires when creating their marketing strategies.
Understanding what the customer wants is truly the best foundation for any content plan and, if you get that right, you will ultimately have a better chance of making sales. As a content strategist, one of your main goals should be customer engagement. This requires you to make sure that the content that you “put out there” is relevant and resourceful to the customer- adding value.
A customer’s decision to buy your product or service is connected to their experience and emotional gratification. Customer journey mapping enables you to map the customer’s journey and experience in order to create the perfect content strategy.
A successful online customer experience
People who visit your website are all unique individuals with unique needs.
First things first, you need to divide your customers into different personas so that you target the right people with the right content. According to Yim Yu, you should create up to five main personas based on the customers you already have. Consider the customer’s role within their company, company size, company type, defining characteristics, pain points, needs and budget.
After you have defined different customer personas, you need to map the customers’ various journeys paying close attention to what they look for during each stage of the journey; this will help you establish the kind of keywords and content you will need to target those customers.
The typical stages of the customer journey
The common behavioural stages that customers go through when discovering your product or service are discovery, consideration, purchasing and retaining. How do these stages should fit into your content strategy:
During this stage, customers want to know more about the product or service that you offer. You need to align your keywords to address how the product will help them as well as identify issues they may be having and present ways to resolve the specific issues.
Here is when the informative blogs come in. If you are selling bottled water, you can write articles about the health benefits of water or how much water you should drink a day. Educational information makes the client feel as though they are getting “something for free”; you are doing something for them. You can also use visual content, infographics, podcasts and popular videos to capture the customer’s attention.
Once people become more and more interested in purchasing a specific product, they will begin a natural evaluation process. Here is where you need keywords to be centred on your brand name and your specific service or product. EBooks, product demonstrations (in the form of informative blogs, infographics and videos), case studies, webinars and reports will help the customer form trust with your brand and product/service.
During this phase, queries become focused. You need you provide content that will answer the customer’s queries about your product or service, such as advantages and disadvantages. You need to compare your brand with other brands and show the customer how you stand out above the rest. Your content should include free trials, tutorials and consultations.
Once you have made a sale, your job is not done – it never is. You need to keep your customer! You need to show the customer that they are still valued. Make sure your keywords are focused on helping your customer make the most out of your product or service. Make use of newsletters and SMS marketing to retain customers as well as informative blog posts and videos also keep customers involved with your brand.
Piece the experience together
Once you have your overall outline for the customer’s journey, make sure your content strategy includes all important topics and keywords and then observe to see what content gaps still need to be filled. You need to have content for all the different customer journey stages to ensure the best experience for customers.