Content Marketing Fundamentals - How to map content to your user journey?
1 like96 views
The document outlines the role of content marketing in enhancing customer experience, focusing on understanding customer journeys and developing contextual content. It emphasizes the importance of empathy mapping and the need to strategize content types and marketing channels to effectively reach target audiences. The document concludes with an assignment to create a content marketing mix plan for a women's hygiene product launch, detailing the necessary elements such as identifying digital channels and creating customer personas.
Content Marketing Fundamentals - How to map content to your user journey?
- 1. Content Marketing Defining role of content in customer experience
- 2. Director, Digital Marketing at Mylan Pharmaceuticals Ranked among India's top 3 content marketers by LinkedIn https://spotle.ai/AskMukesh Mukesh Kumar
- 3. Contents: Understating your customer & their journey Developing contextual content Content mapping based on the customer journey Choosing the effective content marketing channels (with examples) A a b c
- 4. Understating your customerA Your target customer & their demographics Their habits & preference Their active spaces Their Expectations Their goals and things they value the most
- 5. 3 Effective Ways to Understand Your Customers Empathy Map Its an imaginative thinking tool that can help you understand more potential touch points and generate content ideas. Draw out the most important characteristics of your customers is Pain/Gain. People act either to move away from pain or toward gain Pain & Gain 01 02 03 A Day In The Life Empathy Mapping is a method to learn more about your audiences and developing new content topics & ideas.
- 6. Empathy Map
- 7. Quick Exercise: Draw Empathy Map 1. Create persona for your identified product 2. Create four boxes around the persona, and write “Hearing, Seeing, Thinking, Saying, Feeling, Doing.” 3. Post your ideas in each of the six boxes.
- 8. Learning Customer Journey Renew What will inspire customers to promote your brand? Awareness How are customers learning of your product or service? conversion How do they take action? consideration What is their decision-making process? loyalty How do you retain customers?
- 9. Awareness Consideration Conversion Loyalty Advocacy Information Needs • Help me recognize I have an issue • Recognize your brand as a leader • Educate me on issues and trends • Understand value of your product/solution • Get detailed technical information on product/ solution • Understand how difficult or easy it will be to use the product • Compare to competitive set • Demo or try product or solution • Help me determine ROI • Get third-party validation • Get peer validation (customer stories) • Support for product or solution • Training and education • Ongoing contact • Make it easy for me to share my experience • Provide incentives to give feedback ContentTypes • Advertisement • Product reviews • Feature articles on company, product • Detailed product specs • Product comparisons • Demos • Customer reviews • Expert analyses • Product documentation • Warranty information • Tutorials • Customer support • Product update information • Social sharing • Surveys a Customer journey matrix – Developing contextual content
- 10. Prospect Goals Awareness Consideration Conversion Services Advocacy Vague notion of possible solution Interested in Solution Researching Vendor Evaluating Products Narrowing Fields Social vetting Negotiation Purchase Post sale support Engage at Workplace Articles Curated List PoV Trend Report PoC Press releases Infographics Email Webinars Blogs In-person events Feature Guides DEMO Video Infographics Solution papersBlogs Blogs Email PoV Whitepapers Interactive Demos Feature Guides Case Studies DEMO Video Analysts Reports Customer Testimonials Reference Checklist DEMO Video Case Studies Widgets PR Solution Papers Blogs Playbook Email Viral Video Infographics Email Playbook Microsite Content Grid- Customer journeyb
- 11. Choosing the Effective Content Marketing Channelsc Paid Media Owned Media Earned Media SEO & Brand content drive earned media(sharing) & Traffic Earned Media The channels that drives consumers to your website or any other web property that you control (owned media) Gain more exposure to web properties with SEO & PPC Owned Media The channels that a brand controls Propel sharing & engagement with paid promotions Paid Media Who or what a brand pays to leverage a channel and for media placements of its message All of these channels collaborate and contribute to a comprehensive digital marketing strategy
- 12. Assignment We need to create a Content marketing mix plan for a Life Sciences company for their new product launch. Here are the details of product - Target audiences would be females of age group 25+ till 50 Product details: Women hygiene product (Over-the-counter product category) Region: India Below are the elements we need to cover in our plan: 1) Identify right digital channels to promote/launch the product 2) Create personas and draw your customer journey map 3) Create Content Marketing Plan: Channels & Content types - What kind of market insights you would collect - How you would create the personas - Define your customer journey - How you would define the right messaging / context - What kind of content you will produce - Which content distribution channels/ methods you would leverage - Action plan - What would be the success metrics
- 13. on Spotle.ai, India’s first AI powered, real- time talent network that matches talents with the most relevant opportunities and hirers with the right talents.