Relevance of Customer Journey in Content Marketing
When it comes to the advancement of our time, none are quite as profound and intricate as the concept that “content is king”. As we dove further into cutting-edge advancements of AI and chat GPT. What does content mean now? Thus, we must contemplate the significance of our user journey and what does this mean for the future of our creations? – Richard Uzelac (CEO of GoMarketing and RealtyTech)
1. Digital Marketing Mapping Your Business by Richard Uzelac
The formula “Volume times the click-through rate on your position is equal to traffic” highlights the relationship between these two factors. It states that the volume of impressions that your website receives multiplied by the CTR of those impressions is equal to the amount of traffic your website will generate.
For example, if your website receives 10,000 impressions with a CTR of 2%, your website will generate 200 clicks, resulting in 200 visits or traffic to your website. Therefore, to increase the amount of traffic to your website, you can either increase the number of impressions or improve the CTR of those impressions. So how are we going to connect these dots?
2. User Journey
The beginning of the User Journey comes to play in this stage. If the User Journey is the start of this, we then begin creating a Full Funnel Connection which comprises: Awareness, consideration and purchase.
Let’s say, for example, one person just wanted to switch his job and is not too sure about his 401k, or another one is too young to know about this stuff. These 2 people are different personas. If they have a query that triggers another question, they either move up the funnel.
But what if your organization doesn’t have any content to market or if the connection is not that established yet down to the purchasing stage (meaning he’s not ready to make an appointment yet) so then this person leaves your site and goes back to the search engine and searches something else. You can probably guess what comes next: you lose the lead and the potential of closing a sale because this competitor filled the gap that was missing.
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Targeting Audience If you’re looking to sell a product and you call them “skate shoes”, but the majority of people use “skateboard shoes”, you are targeting 2 audiences. You make sure that your content goes to these audiences. So your content strategy should align with each of these 2 audiences.
Connecting the Audience down to Sales Funnel Before getting into this, you must first understand your audience. And remember to always bring your client’s goal on top of everything. In retrospect, some are making a mistake by aligning their goal first before their clients. You want to be customer obsessed at all times. You have to tailor your content strategy and align it with their goals.
3. Calculating the content gap.
Topical Depth Competitive View refers to the impact of a website’s content on its overall relevance at the domain or semantic level in Google’s algorithm. Specifically, the amount of content a website has on a particular topic influences its relevance. To improve Topical Depth, it is recommended to analyze the content of brand competitors in order to gain insights for optimizing your own website.
4. Creating a content plan based on prioritization
Get an inventory of all URLs that already have high authority but low content scores, and then from there, you just kinda work your way down for those who have lower-effort urls
GoMarketing has a data-driven approach to content planning as it is essential. It is important to focus on identifying pages with high potential for improvement based on their existing authority and content scores. By prioritizing my efforts in this way, we can make the most of my resources and improve the overall quality and relevance of the client’s website’s content.
Richard Uzelac’s Takeaway:
Successful content strategy development often requires input and cooperation. Down from the Technical Team or developers, digital marketing, SEO team and copywriting team. A successful content strategy requires collaboration, prioritization, and a focus on the customer journey. By working together and focusing on the most important aspect, the customer journey, businesses can develop content that aligns with their audience and drives engagement and conversions.
