mapping a customer journey

3 tips to mapping content to a customer journey

Content is the foundation to a well-balanced, successful marketing strategy to attract today’s modern customer. It creates the ability to communicate and connect with a target audience through various marketing channels, to not only increase sales but improve brand advocacy. However, too many companies create and distribute their content without really investing time in researching what a buyer is really interested in. There isn’t a one-size-fits-all approach when it comes to a content strategy, so addressing specific needs, questions, and barriers your customers experience throughout their sales journey will only improve your ROI.

So, how do you understand what will attract your customers? This is a question that comes up often for digital marketers and businesses. Yet, this isn’t the best query to start your content plan with. The best question to ask is:

 How can you help your buyers achieve their objectives
using your product or service, through your website?

This will help provide information that will outline what truly motivates your buyers from research to advocacy. It isn’t about creating content specific to who a person is anymore, but to address key business challenges and goals at different phases of their buying cycle.

Below are three tips to help steer your content plan to ensure a customer is guided to a sales representative seamlessly:

Content marketing

Tip 1: Use Data Driven Triggers to Guide A Content Plan

To reach your buyer, understand the questions that are being asked during a sales journey. In order to do this, observation and analysis of their behaviour during the awareness, consideration and decision phase is key.

A tactic to help narrow information about a buyer persona is to ask current customers non-leading questions, such as:

  • What research did you perform prior to choosing us?
  • What information helped you make a decision?
  • What were your business challenges prior to working with us?

These questions will generate insights into how audiences are discovering a business. They will help outline keywords and longtail keywords, content topics, the best marketing channels, and additional tactics to improve business awareness and start the sales cycle.

Aside from primary research, conducting secondary market research can also help guide content ideas. Use gathered insights from trending industry topics and searches, by acting as the audience searching for a business.

  • Google provides keyword combinations through their automated suggested search function. The suggested searches ‘are a reflection of the search activity of users and the content of web pages.’ This gives insight into what and how people are researching and searching for the products or services that a business provides.

buyer persona

Tip 2: Don’t Generalise Your Audience

The term ‘target audience’ is overused. Businesses, especially in the B2B sector, provide a multitude of services and products that aren’t geared towards one specific audience with one specific need. Within an audience are personas with their own unique set of requirements and concerns that need to be addressed. So, outline buyers within each area or industry of your business and note the key characteristics:

  • What are their needs?
  • Which industry are they in?
  • What is their job title?
  • Which phase of the buying cycle are they most involved in?

Once a persona is created, it will get your one step closer to understanding content topics and formats that will drive engagement throughout the entire buying cycle. Keep in mind, the more specific the details are about a buyer, the more accurate the content will be.


Tip 3: Don’t Be Afraid to Admit That You Don’t Know

If this is a new initiative or the beginning of your content strategy, don’t be afraid to test.

Content is the facilitator in relationship building between a customer and a business, therefore, familiarity through testing can have a positive impact and start a relationship early on. So, the option to start a content plan by setting up building blocks through A/B testing, continuous market research and remarketing could be extremely valuable and propel success.

Understanding a customer and the behavioural triggers are key to your marketing success. This may seem like common sense, but it takes effort, time and consideration to present relevant information, in the correct format, to the right customer. Content is THE key pillar in relationship building, brand awareness, and pushing leads down the sales funnel. Ensure it is catered to key decision makers and functional through the start, middle or end of their customer journey.

Let us help you develop a content strategy that suits your target audience. Start today by contacting us HERE



Nick Brooks

Nick is the founder and Managing Director of 4CM Ltd with over 35 years experience in developing powerful and cost effective marketing, media and communications programmes.