How A Customer Journey Influences Your Content Strategy


Searching for methods to optimize your buyer journey and drive extra conversions?

Need to learn to flip prospects into paying prospects?

By mapping out every stage of the gross sales funnel, you possibly can establish alternatives to refine your content material technique and convert extra leads.

On March 8, I moderated a webinar with Wayne Cichanski, Vice President of Search and Website Expertise at iQuanti, and Jill Perlberg, Vice President and Head of Content material Technique and Consumer Expertise Advertising and marketing at Northwestern Mutual.

Cichanski and Perlberg demonstrated the best way to create related and helpful content material for every buyer journey stage, serving to you progress prospects from curiosity to motion.

Right here’s a abstract of the webinar. To entry all the presentation, full the shape.

Key Takeaways

To maneuver prospects from curiosity to motion throughout the buyer journey, you’ll must:

  1. Outline your market panorama: Strategy your analysis with knowledge science and use intent themes and clusters.
  2. Create your consumer journey: Establish the personas and apply knowledge science to the journey.
  3. Calculate your content material hole: Verify rivals’ topical depth and map current URLs.
  4. Create a prioritized content material plan: Remember to interact in side-by-side workstreams.

1. Key phrase Focusing on Can Assist You Outline The Market Panorama

Key phrase panorama and theming are probably the greatest methods to outline your market.

To do that:

  1. Look at your current key phrase footprint.
  2. Verify which branded and non-branded key phrases your web site ranks for right now. This knowledge makes up the primary part of your seed listing.
  3. Notate your competitor’s footprints.
  4. Analysis key phrases primarily based on a head time period or content material cluster that neither you nor your rivals are rating for. This can make up the grasp seed listing.
  5. Group your key phrases into sub-themes by intent. Ultimately, your objective is for one sub-theme to equal one web page in your content material technique.
  6. Set up a hierarchy for them to create a content material cluster.

[Learn what a seed list is & how it informs your success] Immediately entry the webinar →

How A Customer Journey Influences Your Content StrategyPicture created by iQuanti, February 2023

[Get an example of this process] Immediately entry the webinar →

2. Create A Consumer Journey By Understanding How A Consumer Searches

Now that you’ve got your knowledge, themes, and a pulse on the competitors from the earlier step, you possibly can start to create your consumer journey funnel.

This can show you how to perceive what content material is required to assist your particular personas journey by means of your total funnel.

  1. Begin by compiling your focused viewers and personas.
  2. Perceive their wants (a.ok.a perceive their search intent) throughout all the funnel from the highest (consciousness) to the underside (buy).
  3. Map your persona throughout all the journey.
How A Customer Journey Influences Your Content StrategyPicture created by iQuanti, February 2023

That is the place knowledge science comes into play. Now what the patron wants from you and what you have to ship. Knowledge science will inform you the place the most important alternatives for that info are.

Now, you possibly can work to uncover:

  • The place you possibly can acquire market penetration and traction.
  • What’s lacking in your content material arsenal to fulfill the wants of your shopper.
How A Customer Journey Influences Your Content StrategyPicture created by iQuanti, February 2023

When your content material gaps, you’ll know what you have to create.

That is about being very purposeful and really intent-driven when creating items that match the patron’s demand.

[Find out where to get your data science] Immediately entry the webinar →

3. Construct Content material Clusters

Now, you can begin constructing the technique with content material clusters.

A content material cluster is nothing greater than organizing your theme knowledge hierarchically.

The concept is to interact your viewers with significant content material. While you do, your viewers will proceed to click on, double-click, and finally go down your content material rabbit gap.


How A Customer Journey Influences Your Content StrategyPicture created by iQuanti, February 2023
iQuanti, March 2023

Clusters will help you give Google the precise info that will help you rank holistically.

[See content clusters in action] Immediately entry the webinar →

4. Calculate Your Content material Hole

To calculate your content material hole, you’ll need to:

Step 1. Look At Topical Depth

Topical depth is how a lot content material you’ve got on a selected matter. This influences general relevancy alerts at a website and a semantic degree for Google.

[How much content you should have?] Be taught within the on-demand webinar →

Step 2. Verify Your Competitors’s Content material

Observe how your model measures up towards its rivals. Are your rivals emphasizing a unique stage of the advertising and marketing funnel than you’re?

Step 3. Map Your Present Pages To Your New Theme Knowledge

You’ll wish to see in case you have any URLs revealed that match your matter cluster’s major key phrase. If you happen to don’t have any, your technique is lacking key content material.

Finally, as you undergo this train, it turns into very simple to find a content material hole.

[Get a tutorial] Immediately entry the webinar →

5. Create A Prioritized Content material Plan

As soon as what must be optimized, you possibly can create a strong, sequential course of for publishing content material.

How A Customer Journey Influences Your Content StrategyPicture created by iQuanti, February 2023

[Discover how to prioritize based on opportunity and difficulty and what content should be published first] Immediately entry the webinar →

[Slides] How A Buyer Journey Influences Your Content material Technique

Right here’s the presentation:

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Featured Picture: Paulo Bobita/Search Engine Journal


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