Looking to understand your audience? Your customer database and analytics is a great place to start.
But how do you get to know the people behind the numbers? Why not consult those who actually spend most of their time with your audience? Your customer-facing staff has valuable insights that can take your content strategy to the next level.
Bookmark releases the new Content Mapping Guide, created to help marketers understand their audience’s motivations and content consumption habits, so they can improve their content strategy and overall customer experience.
Here’s a sneak peek of what’s in the Guide:
• Step-by-step instructions on developing personas, a customer journey and content map
• Setting goals and KPIs to measure the success of existing and future content
• A downloadable toolkit, complete with persona, customer journey, content mapping and content distribution templates
• Tips for generating on-point content ideas
By leveraging your team’s knowledge to validate and improve upon your existing customer data, Bookmark provides a more human approach to persona and customer journey development.
Joelle Irvine, Director of Marketing & Growth at Bookmark commented,
Interviewing your customer-facing staff will help bring your personas to life through real experiences. These anecdotes can then be used to inform your new content strategy. Providing opportunities to connect with your audience in a more personalized fashion.
Interested in improving your content strategy with this audience-first approach. Access your copy of the Content Mapping Guide and Toolkit here.
This Guide is the first in a series of content strategy tools being published by Bookmark this year. The goal of these guides, reports and toolkits is to help marketers create quality content for their audiences. Bookmark is committed to helping brands develop customized content and communications strategies at scale.
Bookmark is a full-service global marketing company that brings together content and communications. The agency expertises at engaging consumers, driving sales and transforming brands, and use consumer insights to develop measurable marketing strategies and creative propositions. Their content is distributed in more than 180 countries worldwide, across every continent, in 40 languages: They pride themselves on their understanding of local cultures on a global platform.