by Greg French | Nov 8, 2017 | CONTENT STRATEGIES FOR THE CUSTOMER JOURNEY
When a customer touchpoint experience falls flat, what do you do next? First identify touchpoint weaknesses (TPWs) that surface throughout your Customer Journey map. Separate TPWs into operational issues and content issues (operational issues take the “off...
by Greg French | Nov 8, 2017 | CONTENT STRATEGIES FOR THE CUSTOMER JOURNEY
Hello? I’d like to report a bad touchpoint experience…H-Hello? It’s important to review the channel(s) that are delivering sub-optimal customer experiences (CX). Your Customer Journey map should have identified the touchpoint where the experience was...
by Greg French | Nov 8, 2017 | CONTENT STRATEGIES FOR THE CUSTOMER JOURNEY
Keep your eyes on the prize—Your Customer Journey After targeting a customer touchpoint stage and focusing on a specific channel, you’ll need to set a content goal. As with any other marketing analysis, choose only one goal so your content will be specific to that...
by Greg French | Nov 8, 2017 | CONTENT STRATEGIES FOR THE CUSTOMER JOURNEY
Target your best customers and prospects with all their quirks. After you’ve pinpointed Customer Journey touchpoint weaknesses in their related Buying Stages, and then identified the appropriate Channel, and established your content Goal, it’s time to identify...
by Greg French | Nov 8, 2017 | CONTENT STRATEGIES FOR THE CUSTOMER JOURNEY
Target each persona’s preferred content diet. In this fifth step of the Content Strategy Roadmap, you’ll focus on positioning your content in a genre/format that resonates with your target persona. Make the most of each content asset by positioning it...
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