Looking for ways to optimize your customer journey and drive more conversions?
Want to learn how to turn prospects into paying customers?
By mapping out each stage of the sales funnel, you can identify opportunities to refine your content strategy and convert more leads.
On March 8, I moderated a webinar with Wayne Cichanski, Vice President of Search and Site Experience at iQuanti, and Jill Perlberg, Vice President and Head of Content Strategy and Client Experience Marketing at Northwestern Mutual.
Cichanski and Perlberg demonstrated how to create relevant and valuable content for each customer journey stage, helping you move prospects from interest to action.
Here’s a summary of the webinar. To access the entire presentation, complete the form.
To move prospects from interest to action within the customer journey, you’ll need to:
Keyword landscape and theming are one of the best ways to define your market.
To do this:
[Learn what a seed list is & how it informs your success] Instantly access the webinar →
[Get an example of this process] Instantly access the webinar →
Now that you have your data, themes, and a pulse on the competition from the previous step, you can begin to create your user journey funnel.
This will help you understand what content is needed to help your specific personas travel through your entire funnel.
This is where data science comes into play. Now you know what the consumer needs from you and what you need to deliver. Data science will tell you where the biggest opportunities for that information are.
Now, you can work to uncover:
When you know your content gaps, you will know what you need to create.
This is about being very purposeful and very intent-driven when creating pieces that match the consumer’s demand.
[Find out where to get your data science] Instantly access the webinar →
Now, you can start building the strategy with content clusters.
A content cluster is nothing more than organizing your theme data hierarchically.
The idea is to engage your audience with meaningful content. When you do, your audience will continue to click, double-click, and eventually go down your content rabbit hole.
Clusters can help you give Google the right information to help you rank holistically.
[See content clusters in action] Instantly access the webinar →
To calculate your content gap, you’ll have to:
Topical depth is how much content you have on a particular topic. This influences overall relevancy signals at a domain and a semantic level for Google.
[How much content you should have?] Learn in the on-demand webinar →
Observe how your brand measures up against its competitors. Are your competitors emphasizing a different stage of the marketing funnel than you are?
You’ll want to see if you have any URLs published that match your topic cluster’s primary keyword. If you don’t have any, your strategy is missing key content.
Eventually, as you go through this exercise, it becomes very easy to discover a content gap.
[Get a tutorial] Instantly access the webinar →
Once you know what needs to be optimized, you can create a robust, sequential process for publishing content.
Here’s the presentation:
Join Malin Blomberg, CEO of Bidbrain and Google Shopping expert, as she shares the best hacks for digital marketers and ecommerce business owners to maximize conversion value.
Image Credits:
Featured Image: Paulo Bobita/Search Engine Journal
Google’s Search Advocate John Mueller recently addressed the SEO community’s concerns about site recovery after…
Here is a recap of what happened in the search forums today, through the eyes…
Google’s SearchLiaison confirmed that Google’s site reputation abuse update started on Monday May 6th. Many…
This post was sponsored by Fiverr Pro. The opinions expressed in this article are the…
A report based on independently verified accounts notes that Apple’s Safari 18 will come with…
Looking to increase the impact of your blogging strategy? Wondering what separates the top blogs…
This website uses cookies.
Leave a Comment