5 Types of Content that Will Bring Your Customer Journey to Life
Sitecore
Own the experience
Awareness, Interest, Desire, Action - these are the steps of the AIDA marketing model that will bring business to your doorstep. The concept was invented in 1898 by Elias St. Elmo Lewis and it has stood the test of time.
12 October 2020
On the other hand, how customers and brands interact has changed dramatically. Touchpoints have gone from interpersonal to online and mobile. The number of channels has grown substantially, and understanding of the customer journey has evolved from a linear model to a complex circular one.
For online interactions with customers, brands speak through content and listen through data. Unsurprisingly the amount of content available has increased too - alongside quality expectations.
Perfecting content for individual touchpoints is always a worthwhile exercise, but it’s companies that map and consider customer journeys as a whole that stand to gain the most. Not only do customers who have good experiences increase their spend by 140%, a surprising 72% also said a disconnected experience would make them change brands.
So how can you create an outstanding digital experience? Here are five types of content that will bring your customer journey to life:
