Content strategists are buying into the concept of Customer Journey Mapping as a tool for planning content authoring. Martha Reifer Johnston’s article, published this morning, is only the most recent example of this — and it’s a good read.
I approve and concur. I’ve been saying this for more than two years:
- That the Customer Journey Map is an ideal way for marketers to visualize their content requirements; and
- That while digital commerce is driving the adoption of Customer Journey analysis (supplanting older “sales funnel” abstractions), this approach makes sense no matter where the marketer is in the adoption of automated content personalization.
- I’ve even taken my own stab at developing a tool for Customer Journey analysis specifically with content development in mind.
My intent, though, is not to position myself as a pundit or a digital marketing strategist — as much fun as those conversations are.
The long and short of it for me is this: No matter what new forms content takes; no matter how marketers slice, dice and personalize content; regardless of how you assess the future viability of long-form content…
…at the end of the day, somebody has to write words. That’s my craft. If Journey Mapping helps marketers decide what they need crafted and get those projects on the calendar, that’s a win for everybody.
2 responses to “Customer Journeys and Content Planning — This is Now a Thing”
Peter, I completely agree. Without the story, the words or message, no degree of mapping will add value. Your audience needs to be engaged at every step of the way and end-to-end, it’s a disjointed journey.
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