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Create content for every stage of the customer journey

John Jantsch’s Marketing Podcast

In this episode Tape Marketing Podcast, I will talk about the second part of my three-part solo exhibition series on Marketing Hourglass.In the first part, I talked about Lead the perfect customer journey And marketing hourglass. In the second part, I will discuss planning your content during the customer journey phase. Then in the third part, I will end this series with what I call a content planning seminar. This is the second part.

Key points:

Content cannot be considered a bunch of one-off items. Its creation needs to come from a comprehensive strategy. Because it is such an important part of today’s marketing puzzle, it needs to be incorporated into every stage of the customer journey.

As discussed in the first part of this three-part series, I developed the marketing hourglass, which consists of seven stages: know, like, trust, try, buy, repeat, and recommend. These stages will allow a person to start with their first contact with your business, and then through your point of purchase, where they will not only become customers, but also become loyal fans and supporters of your business. When a person moves along the customer journey, you must engage them with content throughout the process to keep them in touch with your business, and the best way to do this is to combine the content you want to develop with each Match the content of the stage. Marketing hourglass. In this episode, I will share how to create content for each stage of the customer journey.

Discussion points:

  • [2:22] The stages of the customer journey in the marketing hourglass
  • [3:13] Create content roadmaps to answer customer questions at different stages of the customer journey
  • [4:20] Use the fictitious business example I created to complete each stage of the customer journey through this content mapping method

Resources mentioned:

More information about the Certified Marketing Manager program powered by Duct Tape Marketing

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