Do research to find out who your customers are.
Organize in-depth interviews, use surveys, social media statistics and Metrica, talk to the sales department, analyze user data, collect information about their preferences, interests and needs in order to segment the audience and then create a target audience avatar for each segment.
Insight : if you have an accumulated database of telephone conversations between sales managers and potential clients, then these recordings can be converted into text using artificial intelligence, analyzed for “pains” and frequently asked questions, and the findings can be used in further content production (posts, email newsletters) to meet the real needs of the audience.
Compiling the CJM
CJM is a customer journey map built after a thorough analysis of the target audience and including stages from awareness of the problem to purchase or even recommendation of the company to other people.
Objective : to find points of contact with the target audience for further interaction with them. To identify motives and barriers, which are then embedded in the semantic content.
At each stage, determine what content is needed to keep the customer's attention.
For example, at the stage of problem awareness, these could be articles and blogs, at the stage of choice – reviews, at the stage of purchase – guides and instructions.
A detailed CJM will help you understand where and what content can influence a customer's choice in your favor.
Result : a diagram that describes the stages of decision-making, customer needs, actions, motives and barriers, points of interaction and other information.
5. Creating a content channel interaction scheme
The scheme is based on the analytical part.
Determine which channels you will use to distribute your content.
Consider different platforms: social networks, blogs, email newsletters, publications on third-party resources.
Consider how content will be distributed across channels.
For example, you can use a blog on your website to post more detailed and expert content, and use social media to promote it and engage your audience.
