3P: Today’s Essential Corporate Strategy
“...we didn't start a company with a mission...we had a mission that turned into a company.” — Blake Mycoskie, founder Tom’s Shoes. Purpose-driven brands are powerful forces with unique opportunities to level economic disparities among and within the world’s...
Do You Know the Difference between Customer Experience and Brand Experience?
"Understanding the difference between Customer Experience (CX) and Brand Experience (BX) is important because each has its own distinct impacts on the business strategy of an organization." Many customer-centric organizations think of their "customers" as end users,...
BLIP #1: Activate Your Customer Journey Map Investment
Today’s marketing landscape has become so complex it takes a Content Strategy Roadmap to align execution with your Customer Journey map. But what does that Roadmap look like?
BLIP #2: Content Strategy Roadmap for Your Customer Journey
What’s the process for bridging your Customer Journey maps with content execution…for making your content truly Customer Journey driven?
Blip #3: Operationalize Your Customer Journey Map
Operationalizing your Customer Journey Map means executing specific tactics to improve touchpoint experiences. It also involves stepping back to develop a thematic storyline.
BLIP #4: What’s your Customer Thinking?
The first step in developing your Content Strategy Roadmap is identifying touchpoint weaknesses (TPWs) that surface throughout your Customer Journey.
BLIP #5: Which Channels Deliver Bad CX?
It’s important to review the channel(s) that are delivering sub-optimal customer experiences.
BLIP #6: Crush Your Content Goals
Setting content goals will keep you on task improving the brand touchpoint experience.
BLIP #7: Pursue Your Personas
Personas are extremely useful in building Content Strategy Roadmaps for your Customer Journey because they provide a more complete profile than demographics alone.
BLIP #8: Position Your Content for Impact
Make the most of each content asset by positioning it differently for each target persona.
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