Editor’s note: You’ll certainly have heard the following advice, commonly given to bloggers — “write for your ideal reader.” But the truth is, your most valuable readers won’t have identical needs. And if you ignore one important group, your blog growth could stall. Pamela Wilson’s new book is not just a must-read for content marketers; it’s invaluable for bloggers too. In this extract, taken from “Chapter 4: Matching Your Content to Your Customer’s Journey”, she explains how to pitch your content at different experience levels to attract a healthy mix of readers and avoid depriving your blog of the “oxygen” it needs to grow — new fans.
Prospects and customers go through a process of getting to know your business until they feel comfortable opening their wallets and doing business with you.
It’s called a “customer journey.” Although many have tried to map it out and identify key steps along the way, the reality is that the journey taken will look a little different for each person.
Customer journeys are as different as the people who take them.
Content marketing is designed to facilitate this journey — no matter what it looks like — by offering up the right information every step of the way.
I want to share a way of thinking about the customer journey that the Copyblogger editorial team has developed as we work together to produce the Copyblogger blog. We took a step back and looked at how we could best serve our entire audience: the ones who were just finding Copyblogger and the ones who’d been reading for years.
We developed a technique for classifying the content we create, and it has been enormously helpful in guiding our topic choices and developing an editorial calendar that meets the needs of the people who come to our site.
This classification system will ensure that you deliver the content your prospects need to understand your topic, develop trust in your business, and feel comfortable entering into a business relationship.