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How to Guide the Customer Journey With Content

Content Experience Show Logo
Hosted By
Ray Buckner

Anna Hrach

Convince & Convert
About The Content Experience Show:

Welcome to The Content Experience Show where content experience is the new content marketing. It’s not only about reaching our audiences where they are, but engaging them with a personalized experience of meaningful, useful content that they’ll take with them over time. The guests on the Content Experience Show share strategies, tips, and real-world examples of how they’re taking their content marketing to the next level and providing their current and prospective customers with a true content experience. This isn’t just a trend. It’s a movement.

Apple Podcast Reviews:

It doesn't get any better for content marketers. They present a balanced, insightful discussion of current trends and ask all the right questions. Their guest list is a "Who's Who" of content professionals. Outstanding.

Jared Johnson Piano

I love listening to marketing podcasts and this one is on my must-listen to list. Very knowledgable hosts and topical discussions.

The Marketing Book Podcast

Jessica Cross, Manager of Demand Generation at RollWorks, joins the Content Experience Show to discuss using content throughout the entire customer journey.

Content for the Whole Customer Journey

Content marketing has become a mainstream idea, with most modern businesses incorporating it into their marketing strategies. This is certainly a good thing, but we often embrace widespread ideas at a shallow level, at least initially.
While many companies are relegating their content to the top of the funnel, Jessica Cross and her team at AdRoll are advocating a deep, robust content strategy that guides consumers through the entire customer journey. After all, content is about storytelling, and just as in every other avenue of storytelling, your content should take people on a journey.
By getting to know your audience’s questions and pain points, you can create content for every stage of the customer journey that assists them in moving forward. Continually delivering relevant content for each potential dropping-off point will not only bring more customers to the sale, but it will leave them confident and more excited about working with your business.

In This Episode

  • How lead times differ between B2B and B2C.
  • Why content is much more than just top-of-funnel marketing.
  • How to address your customer’s major questions through your content.
  • Who should be in charge of content ideation.

Quotes From This Episode

Ideally, content marketing hits on our emotional pain points, and it can guide us through the entire journey. Click To Tweet
“My aim is that through our content, we’re able to answer a customer’s core questions, and then we’re able to tell a story that resonates as to why our solution should matter.” — @JFayeSF
“You want to be able to answer customer questions more so than just top-of-funnel acquisition.” — @JFayeSF

Resources

Content Experience Lightning Round

Tell us about why pottery is so important to you.
Jessica has done pottery for 12 years as both a hobby and as an exercise in relaxing and meditation!
See you next week!

What Great Brands Do That Good Brands Don't in Content Marketing

Okay content is easy. Killer content is hard. This nifty eBook shows you the difference, based on our real-world work with dozens of brands. A must-read!

b2b influencer