We plan and create Content Journey Maps that reflect your customer’s true journey. We deliver this through Journey Planning Workshops. A bespoke plan and implementation are created to ensure it fits exactly for your business.
Every piece of content should form part of your audience’s journey. We want to make your chosen marketing channels work harder for you by developing content that resonates with the audience you want to reach. We have developed our unique capability to plan and create content journeys to do just that.
We know that different businesses have different content journey needs, the most common are highlighted below:
For the vast majority of businesses, there will always be a Buying Journey. This is the journey from initial audience engagement through to purchase. For some businesses (e.g. B2C), this journey may be completed in a matter of minutes. For other businesses (e.g. B2B) it could take a number of months.
New customers should receive the very best experience - engaging them immediately and assuring them of their importance to your business. Every business should be curating the relationship behaviours that will benefit your business and your customer the most. Mapping the Onboarding Journey will ensure that you have the right content for those crucial first steps in your new customer relationship.
Every customer should be on a permanent Retention Journey. This includes ensuring that the customer receives contextually relevant content at all times so that the business is best able to respond to their needs. Longevity and frequent purchase behaviour from your long term customers is an important part of your revenue source but, unfortunately, is sometimes overlooked.
Existing customers need to be led towards their next buying opportunity. By crafting Cross-sell/Upsell Journeys that specifically identify and respond to those needs, you can be ready to maximise the sales opportunities within your existing customer base.
Your website is often your most public external touchpoint. Any visitor to your website shouldn’t have to work to find their way from engagement through to purchase. We help businesses transform their websites from a great User Experience into a great Journey Experience, understanding the journey your customers will go through, ensuring the content exists and the connections between that content.
In the current climate we find ourselves, businesses are no longer able to waste an opportunity to gain a new customer. In recent years, industries, such as financial services and insurance, have taken the steps needed to go fully digital.
The transition to digital has removed middlemen, such as brokers, and now requires websites to provide simple solutions for complex customer buying journeys. We can work with you and your team to develop the solution required to adapt to these new buying behaviours.
For three years we have been running the content programme for the British Gas Insights Team.
We work with the News UK Insights team to produce their fortnightly Audience Voice newsletter