How to align your content with the customer journey

Want to make a massive impact on your opportunities with your content? Marketing expert, Sara Giddens, shows us how.

February 21, 2024

Ever wonder what separates the okay-ish content strategies from the truly killer ones? Sara Giddens from Kahua spills the tea in our latest podcast interview, and it's all about getting familiar with your customer's journey.

It's All About the Journey, Folks!

Sara's golden rule? Know your customer's path like the back of your hand. She's not just talking; she's walking the walk with a whopping 70% increase in marketing-sourced opportunities. And guess what? Their marketing qualified leads (MQLs) took a 21% dip, but in the world of quality over quantity, that's a win!

The Three-Step Dance: Awareness, Consideration, Decision

Imagine your content strategy as a three-course meal. You start light with awareness, get into the juicy bits with consideration, and seal the deal with decision content. Sara's team mastered this menu, serving up just what their audience craved at each stage.

Don't Get Stuck in Channel Tunnel Vision

Channels are just your content's vehicles, so don't marry them. Mix it up and see what works best for delivering your message. The goal? Hit your audience with the right content at the right time, no matter the channel.

Getting the Green Light: It's a Team Sport

Convincing your team to hop on this journey-focused bandwagon is crucial. Sara's tip: put yourself in your customer's shoes and present your strategy in a way that resonates with your team's goals. Spoiler: It worked like a charm for her!

Data Is Your Bestie

Without data, you're flying blind. Sara's obsession with analytics helped her team tweak their strategy and keep improving. The result? A content strategy that's not just a shot in the dark but a well-aimed arrow hitting the bullseye.

Ready to Up Your Game?

Sara Giddens just gave us a masterclass in aligning content with the customer journey. It's your turn to take these insights and turn them into action. Remember, it's about understanding your audience, crafting your content wisely, and always, always leaning on data to guide your way.

So, what are you waiting for? Dive into your customer's journey and start crafting content that truly resonates. The path to content marketing stardom is clearer than you think!

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