10 Feb '18, 3pm

How to Map Your Content to the Customer Journey

Do you understand the needs of your audience? Similar to that lifelong, philosophical question, “If a tree falls in the woods and no one is there to hear it, does it make a sound?” Well, that same concept applies to your content. If you publish a bunch of content on your blog, but no one can actually find it, is it really making an impact? Keep in mind, 72% of B2B buyers are turning to Google to begin their research. And according to GroupM, 86% of searchers conduct non-branded queries to begin their research. That means that your audience is looking for answers to the everyday questions they have or a problem they want to solve. They aren’t looking for your brand because they likely don’t know your brand, yet. A typical customer does not start their journey with a search for your brand, product or service, regardless of whether they are B2B or B2C. Take off your company’s...

Full article: http://www.verticalmeasures.com/content-strategy/how-to-m...

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