Is Your Content Marketing Connected With the Steps of Your Customer Journey?
If marketing has one goal, it’s to reach consumers at the moments that most influence their
decisions ( Court et al 2009).
decisions ( Court et al 2009).
One of the most expected moments of any business is the sale when the revenue is finally
growing when the marketing and sales strategy is finally bringing results. But there is a whole
process that precedes that, which is what we call a customer journey.
growing when the marketing and sales strategy is finally bringing results. But there is a whole
process that precedes that, which is what we call a customer journey.
According to Chaffey and Smith (2012), the stages considered as important for customer
journey are problem recognition, information search, evaluation, decision, action and post-purchase.
journey are problem recognition, information search, evaluation, decision, action and post-purchase.
Consumers are referring to various sources to find information that will influence their decision
to buy, including the content they read during this process in an advertisement (Chaffey, 2000).
to buy, including the content they read during this process in an advertisement (Chaffey, 2000).
As part of the steps the customer takes, we can start mentioning the Zero Moment of Truth
(ZMOT) (Lecinski, 2011), it is when it all starts when businesses have their first, unique and
fast chance to impress the customer. And that is when your content can put your brand up or
down in the customer’s choice. If brands are fast replying to the questions customers are looking
for, the solution they are aiming to find, then you have their attention. It has to be provided with
an experience that's as informative and entertaining as possible.
(ZMOT) (Lecinski, 2011), it is when it all starts when businesses have their first, unique and
fast chance to impress the customer. And that is when your content can put your brand up or
down in the customer’s choice. If brands are fast replying to the questions customers are looking
for, the solution they are aiming to find, then you have their attention. It has to be provided with
an experience that's as informative and entertaining as possible.
We have to understand the full customer journey and match the right audience to the right story
at the right time that is more important than ever. Is about creating the right content for each part
of the journey. And here is the main point of this research; to understand the power of content
marketing in the customer journey, how it can influence the potential customer to board your brand.
at the right time that is more important than ever. Is about creating the right content for each part
of the journey. And here is the main point of this research; to understand the power of content
marketing in the customer journey, how it can influence the potential customer to board your brand.
We spend eight hours of our day in a content consumption mode
(ZenithOptimedia’s Media Consumption Forecasts, 2015), which takes this topic to another
level and connects it directly to the customer journey. So, what type of content are you using to
create awareness? To engage and delight your followers? Are you being good enough to make
them want to be your advocate?
(ZenithOptimedia’s Media Consumption Forecasts, 2015), which takes this topic to another
level and connects it directly to the customer journey. So, what type of content are you using to
create awareness? To engage and delight your followers? Are you being good enough to make
them want to be your advocate?
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