1 —> Defining and refining our customer journey content needs shouldn’t be an inside-out job.
It should be thought of from the outside-in, working directly with customers to understand what pains they have, what information gaps exist, what they’re struggling to understand, and ultimately what their wants are.
Then we should align these wants with business needs and map content with the customer journey and funnel.
2 —> Content is more than just words on a page.
There are more ways to get the message across besides a blog. Although maybe harder to define ROI, content like videos, infographics, social media stories, influencer content, and so on can help create a more vibrant and engaging content consumption experience.
3 —> New content pieces can often be re-purposed from existing content.
And technology such as Content Management Systems, Automated Semantic Tagging, Digital Asset Management systems, etc. can really help. They shouldn’t be ignored as part of content strategy.
P.S. – The above depiction is an example of a customer journey, of course. Customers don’t walk in straight lines.