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...
by Greg French | Nov 8, 2017 | CONTENT STRATEGIES FOR THE CUSTOMER JOURNEY
OMG. I think you’re having an episode. After you’ve determined your content positioning style (see BLIP #8), what type of content approach (Episodes? Single tidbits? Epic & sensational?) will best serve your goals while addressing your Customer Journey...
by Greg French | Nov 8, 2017 | CONTENT STRATEGIES FOR THE CUSTOMER JOURNEY
Irresistible images and curious lead lines that pull attention. In this 7th step of the Content Strategy Roadmap, you’ll begin the transition into the creative realm. The upstream Roadmapping process allows you to confidently focus on appeal, media, and sharing...
by Greg French | Nov 8, 2017 | CONTENT STRATEGIES FOR THE CUSTOMER JOURNEY
Can you change her mood with a good story? In your mission to improve touchpoint weaknesses, realize your customer may not be in the best of moods. So choosing the content medium that’s just right for the occasion is critical. Short video v long text content....
by Greg French | Nov 8, 2017 | CONTENT STRATEGIES FOR THE CUSTOMER JOURNEY
Sharing content aligns brand experience expectations. Sharing makes content strategies more successful. The more it’s shared, the more efficient your content campaign becomes. Since each persona has an affinity for sharing via specific channels, consider how...
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