1. The importance of
matching engaging
content to the
customer journey
January 2015

2.  Research your customers and
prospects
 Understand your unique selling
proposition
 Articulate your key messages
 Understand all customer touch
points
 Create relevant content that
engages them.
Enhances customers’
engagement
Focused
content
Customer
insights
Clear
messages
Customer Journey

3. Content and the customer
 In 2015 creating content for the entire customer journey,
across multiple channels with a singular voice is what will
drive a brand’s engagement with their target market.
 Content will start to own and define an organisation’s
voice.
 To do that well you need to understand the customer
touch points
 Understand the multiple communication channels
 And have dedicated resources to write valuable content.

4. 1. Understand the value a customer (or potential customer)
is looking for
2. Understand where they look for it
3. Write content to deliver that value
4. Seed the content where it can be found
5. Drive readers back to a central point (such as a website)
to collect data for the sales process to take over.
Key elements of meaningful content

5.  High growth companies are integrating their marketing with other
disciplines in the company.
 High performing marketing managers don’t just align their marketing
department’s activities with the company’s strategy they actively
engage with all customers and stakeholders to create it.
 Marketers are no longer generalists – strategic marketers are
becoming specialists in a number of areas thus the rise in the idea
of Chief Marketing Technologists combining marketing and IT, the Chief
Content Officer and the Social Media Manager.
 An important marketing metric will become “share of experience” and
“total customer engagement”.
Organising for Growth

6.  Create an externalized, consistent view of the customer
and their relationship with your customer – your customer
journey map
 Map all touch points and create a tool for engagement
 Ensure sales and service, understand your customer
journey map creating internal alignment
 Marketing should lead this internal integration role.
Customer Journey Mapping

7. Publishing content
Your company should become the thought leaders in your field. Smart
content should be made available to those who seek it and where they
seek it.
 In 2015 the separation between publishing and editorial in media is
gone
 Sponsored content and native advertising (advertorial, paid content,
digital and print) will play a huge role
 Readers don’t care who generates the content as long as it is
RELEVANT
 This promotes the importance of a managed holistic PR campaign.

8. Get mobile
More that 35% of all access to the internet is now done through a
mobile device vs a desktop.
 Websites must be mobile optimised
 Mobile APPs should be considered in the mix of content delivering
 Ebooks and other written content must start to have embedded
videos, interactive graphics, social integrations, and mobile
optimisation
 Presentations should be mobile and interactive with integrated video
and true multi-media.

9. Is SEO still relevant?
Google is putting less emphasis on seeded keywords and more on how
they relate to search. I.e. tricking Google is getting harder!
 Keywords are important only as part of a bigger, more
comprehensive picture.
 Companies must have real expertise in what they are talking about to
even rank on Google.
 Companies will have to be creative publishers and test what content
ranks and resonates across all online channels with customers.

10. Tracking engagement
Understanding what element of marketing is working is more important
than ever in a complex environment
 Become more data-driven about content and customer engagement
 Have a clear understanding of the goal for content before it’s written
 Develop a specific mechanism to know what works and what doesn’t
 Integrate analytics with conversion code tracking
 Integrated marketing (whether publishing, social interaction, direct
targeting or digital advertising) is about generating quality leads for
sales to follow up and convert.

11. Services
Existing New
Markets
NewExisting
Market Penetration
Have you saturated your current market with the
complete suite of products and services you offer?
Current marketing with content on current blogs.
Nothing much new to say…or find new ways to
say the same thing.
Service Development
Are there new products and service you can offer
current clients
Write is the same way, as you know how these
customers but write about new concepts
Market Development
Are there new customers you can sell current
products and services to.
Learn how these new customers like to be sold to,
write in a different way about the same things.
Diversification
Are there new markets you can sell new products
and services too.
This is the biggest challenge. Writing in new styles
and new concepts!!
Growth & Development with content

12. Write regularly
Write well and write often and you will become the fountain of
knowledge, the go to person for those you want to buy from you.