Content Mapping, Search Optimization And The Buyer’s Journey
Have you optimized your content for all stages of the buyer's journey? Columnist Jim Yu looks at how to create the right content at the right time to drive conversions.
Since the idea of the buyer’s journey was first described back in 1968, marketers have spent considerable time and energy trying to better understand the process. What motivates people to finally convert and make a purchase?
Over the past 15 years, however, marketing has undergone a revolution. The buyer’s journey has morphed and evolved to accommodate modern digital shopping and buying.
Recent surveys have indicated that 67 percent of the buyer’s journey is now done digitally. This means that brands must have the content in place to meet customers where they are: online. They must be equipped to understand what prospects are doing online and what will motivate them to move towards the coveted conversion point.
The problem, however, lies in the ability of brands to meet this need. Organizations need to learn how to create content for a specific job along the buyer’s journey, not just filler.
Learning how to accommodate for the modern customer and develop content that is mapped to their buyer’s journey will be instrumental in helping brands meet the needs of customers online and successfully convert prospects into loyal buyers.