To give you a head start, we’ve created a content journey map template for you to use as you take on this content experience exercise. The template will help you clearly outline every customer touchpoint involved throughout both the pre- and post-sale journey and all of the content that's required to move your customers through each stage. If your company has an existing journey map (the product team may), it would be a great idea to merge the two together so you can align on messaging and delivery.
To do this effectively you must meet with stakeholders in each department, organization-wide, and discuss where these customer touchpoints occur, what channels they engage with, and the content they either have (or needed) to accomplish the intended goal. It's key to have alignment to ensure each department utilizes the content you create effectively at each stage.
Your prospects are bombarded every day, on every channel, with an overwhelming amount of content. The benefit of a content journey map is that it ensures you’re only delivering content that matches your customer’s intent so that you can capture their attention and nurture them effectively. Once you understand this, you can begin to map out the different personalized content experiences you need at each stage of the customer journey.
About the AuthorMore Content by Paige Gerber