RULE 3:
Cater to unique user journeys

RULE #3

Cater to the buyer’s journey

Customer experience is king. Content creators need to craft high quality content experiences that speak to the needs of a buyer at each stage of the journey.

At the heart of customer experience is the buyer journey. Understanding the different stages a buyer goes through, and carefully planning the content experiences they are met with at each point has never been more critical.

This means ensuring that the communications produced in marketing, sales and customer support teams are aligned, as they all contribute to the same relationship.

You need to map out your content against each stage of the journey to make sure that they're all catered for.

STAGE	QUESTION
Awareness	Who are you?
Curiosity	What do you do?
Interest	Why is it important?
Understanding	How does it work?
Relevance	Does it matter to us?
Need	Would it work for us?
Validation	Is there proof that it works?
Timing	How long does it take to get going?
Closure	What are our next steps?
Satisfaction	Am I getting value for money?
Affinity	Are you worth recommending?