ATLAS: 5 steps to defining your customer's journey to create better content
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The document outlines five essential steps for defining a customer's journey to create more effective content, emphasizing the importance of understanding customer needs and behaviors. It highlights the costly inefficiencies in marketing and sales, the significance of customer personas, and suggests strategies for content that address customer pain points. By consistently analyzing metrics and audience engagement, brands can optimize their content strategies to align with their customers' motivations and roles in the journey.
![• Lost sales and wasted marketing budgets due to
inefficiencies are costing companies at least $1
trillion dollars a year.
• As much as 50% of sales time is spent on
unproductive prospecting.
• Sales regularly ignore 80% of marketing leads.
[Reachforce/Marketo]](https://image.slidesharecdn.com/leadscon-aug2017-atlas-the5stepstomapyourcustomersjourneyandcreatebettercontent-170822205245/85/ATLAS-5-steps-to-defining-your-customer-s-journey-to-create-better-content-7-320.jpg)
![“It really doesn’t matter if
you are a 60-year-old
woman or a 20-year-old
man, because a 20-year-old
man can watch Say Yes to the
Dress and a 60-year-old
woman could watch Hellboy.”
- Todd Yellin, VP of product innovation, Netflix
[Mashable]](https://image.slidesharecdn.com/leadscon-aug2017-atlas-the5stepstomapyourcustomersjourneyandcreatebettercontent-170822205245/85/ATLAS-5-steps-to-defining-your-customer-s-journey-to-create-better-content-9-320.jpg)
![“What became clear was a
couple of things: how much
technology people bring to cars,
how much they were ignoring the
technology that was built in, and
how much that technology was
failing them.”
- Dr. Genevieve Bell, director of user
experience research, Intel
[New York Times]](https://image.slidesharecdn.com/leadscon-aug2017-atlas-the5stepstomapyourcustomersjourneyandcreatebettercontent-170822205245/85/ATLAS-5-steps-to-defining-your-customer-s-journey-to-create-better-content-10-320.jpg)
![Lion Brand created a culture
of listening:
• Sales and customer service
• Social media
• Blogs and forums
[Lion Brand Yarn Studio]](https://image.slidesharecdn.com/leadscon-aug2017-atlas-the5stepstomapyourcustomersjourneyandcreatebettercontent-170822205245/85/ATLAS-5-steps-to-defining-your-customer-s-journey-to-create-better-content-13-320.jpg)
![“[W]e found that over 90% of the
organic visitors who became
clients never even downloaded a
piece of content. They found us in
search. Those visitors viewed an
average of 9 site pages,
contacted us directly and
eventually became clients.”
- Chris Hawkins, business development
manager, Sprout Content
[Sprout Content]](https://image.slidesharecdn.com/leadscon-aug2017-atlas-the5stepstomapyourcustomersjourneyandcreatebettercontent-170822205245/85/ATLAS-5-steps-to-defining-your-customer-s-journey-to-create-better-content-17-320.jpg)
ATLAS: 5 steps to defining your customer's journey to create better content
- 1. ATLAS: 5 STEPS TO DEFINING YOUR CUSTOMER’S JOURNEY TO CREATE BETTER CONTENT Zontee Hou for
- 2. MAPS GIVE US A WAY TO REPRESENT THE WORLD AROUND US @zontee_hou | @leadscon
- 3. WE FACE AN EVER-CHANGING, COMPLEX LANDSCAPE @zontee_hou | @leadscon
- 4. But what if we’re chasing the wrong thing?
- 5. You don’t become relevant through prevalence. You become relevant by providing valuable information that addresses your customer’s needs and motivations, at the right times and in the right channels.
- 6. ARE YOU ALIGNING MARKETING AND SALES? @zontee_hou | @leadscon
- 7. • Lost sales and wasted marketing budgets due to inefficiencies are costing companies at least $1 trillion dollars a year. • As much as 50% of sales time is spent on unproductive prospecting. • Sales regularly ignore 80% of marketing leads. [Reachforce/Marketo]
- 8. Analyze the audience Track needs/motivations Learn your customers’ behaviors Assess your company’s role in the customer journey Strategize content that solves the customers’ issues
- 9. “It really doesn’t matter if you are a 60-year-old woman or a 20-year-old man, because a 20-year-old man can watch Say Yes to the Dress and a 60-year-old woman could watch Hellboy.” - Todd Yellin, VP of product innovation, Netflix [Mashable]
- 10. “What became clear was a couple of things: how much technology people bring to cars, how much they were ignoring the technology that was built in, and how much that technology was failing them.” - Dr. Genevieve Bell, director of user experience research, Intel [New York Times]
- 11. Build your customer personas based on WHY and HOW they behave, not on who they are.
- 12. Analyze the audience Track needs/motivations Learn your customers’ behaviors Assess your company’s role in the customer journey Strategize content that solves the customers’ issues
- 13. Lion Brand created a culture of listening: • Sales and customer service • Social media • Blogs and forums [Lion Brand Yarn Studio]
- 14. Actively monitor with tools including: • Bloomberry • Buzzsumo • Spredfast
- 15. Track changes in motivations, both within the journey and over the customer’s lifetime.
- 16. Analyze the audience Track needs/motivations Learn your customers’ behaviors Assess your company’s role in the customer journey Strategize content that solves the customers’ issues
- 17. “[W]e found that over 90% of the organic visitors who became clients never even downloaded a piece of content. They found us in search. Those visitors viewed an average of 9 site pages, contacted us directly and eventually became clients.” - Chris Hawkins, business development manager, Sprout Content [Sprout Content]
- 18. Measure points of engagement and frequency of interaction: • Content management tools: Showpad, Trendemon • On-site analytics: Google Analytics’ behavior flow • Heat map tools: CrazyEgg, Hot Jar
- 19. Learn your customers’ behaviors through consistent analysis of metrics.
- 20. Analyze the audience Track needs/motivations Learn your customers’ behaviors Assess your company’s role in the customer journey Strategize content that solves the customers’ issues
- 21. Casper recognized that people find traditional mattress shopping: • Confusing • Intimidating • Opaque in terms of pricing
- 25. If your customer journey were a story, which character would your brand be?
- 26. Analyze the audience Track needs/motivations Learn your customers’ behaviors Assess your company’s role in the customer journey Strategize content that solves the customers’ issues
- 27. SEE Content should address customers’ existing issues: • News-jacking • Youtility-oriented • Educational
- 28. THINK Provide content to address pain points, such as: • Video demos • Reviews • FAQs • Chatbots
- 29. DO Streamline and optimize content based on “necessary” information: • Test layout • Simplify calls-to-action • Measure and refine
- 30. CARE Your content strategy should also include: • Off-site ratings • Influencer reviews • Social chatter
- 31. Personas x (Motivations + Behaviors) = Customer Journey Customer Journey x Company’s Role = Content You Must Provide
- 33. Analyze the audience Track needs/motivations Learn your customers’ behaviors Assess your company’s role in the customer journey Strategize content that solves the customers’ issues
- 34. Analyze the audience Track needs/motivations Learn your customers’ behaviors Assess your company’s role in the customer journey Strategize content that solves the customers’ issues
- 35. Analyze the audience Track needs/motivations Learn your customers’ behaviors Assess your company’s role in the customer journey Strategize content that solves the customers’ issues
- 36. Analyze the audience Track needs/motivations Learn your customers’ behaviors Assess your company’s role in the customer journey Strategize content that solves the customers’ issues
- 37. Analyze the audience Track needs/motivations Learn your customers’ behaviors Assess your company’s role in the customer journey Strategize content that solves the customers’ issues
- 38. MEDIA VOLERY: A STRATEGIC MARKETING AGENCY WITH A DIGITAL FOCUS Media Volery: a strategic marketing agency with a digital focus We support growing businesses and help them tell their brand stories compellingly, while achieving their business goals. We believe in research, metrics-driven insights, and keeping our eyes on the prize. Our clients include retail brands, luxury brands, software companies, professional services, and nonprofits.