Content Marketing: Mapping Content to the Customer Journey with Hannah Brady, Connective3 (episode 230)
by Chloe Thomas
Hannah Brady is a senior content strategist at agency connective3. She’s been creating award winning SEO focused content strategies for brands large and small for over 8 years.
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Dive in:
[06:14] Mapping on-site content to customer journey.
[08:37] User journey encompasses emotional journey with brand.
[10:27] Understanding customers ensures effective content creation journey.
[15:23] SEO content must be user-friendly and adaptable.
[18:05] Involve customer service in content creation process.
[21:07] Adaptable strategies enhance organic content flow efficiency.
[22:53] Insider Tips from Hannah!
Mapping Content to the Customer Journey
Hannay says that each piece of content should serve a purpose at different points in the customer journey. This ensures that users always have the information they need to move forward. Brands often miss opportunities by neglecting content that addresses key moments in the customer journey. Strategically placing content that answers customers’ questions or guides them to the next step increases the chances of conversion. Make sure to cover early-stage awareness all the way through to post-purchase support.
Role-Playing the Customer Journey
Hannah supports role-playing the customer journey. This means thinking about what the customer needs at various stages of interaction with your brand. Doing this can help uncover content gaps or inefficiencies. Role-playing helps content creators create material that addresses customer concerns before they arise. Going through this process lets brands create more tailored content. It also prevents friction that might arise if customers don’t find the answers they need easily.
Balance SEO with Conversion Goals
While SEO is crucial for driving traffic, brands often overlook whether the content is made to convert visitors. It’s not enough to rank high in search engine results. The content must also guide users toward taking a desired action. Conversion-focused elements should be placed to move users down the funnel. In many cases, content that ranks well for SEO purposes might not be optimised for conversion. It’s key to think about both goals simultaneously when creating content.
Listen to hear Hannah’s Insider Tips on Content Marketing!
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