Content Map for Customer Satisfaction
In an age when customers have more choices, more control, more ways to connect, and more access information, the customer should always be at the center of every marketing effort. However, many marketers have gotten so caught up in the creation of content that they have forgotten how important it is to match marketing content with the customer buying journey and lifecycle.
- Initial triggers that lead to first contact
- Steps they take (industry reports, product reports and reviews, whitepapers, demos, etc.) and the conversations (analysts, colleagues, event encounters, call centers, salespeople, etc.) they engage in to solve their problem and find a specific solution
- Steps and experiences leading up to their purchase (the RFP, reference calls, pilots, etc.)
- Steps associated with the purchase and consumption (the onboarding process, purchasing processes, implementation, invoicing, etc.)
- Ongoing experience and reaction to their purchase (problem resolution process, new product offers, community participation opportunities, etc.)