Episode 390
What is the Content Marketing Journey?
Customer Journey.
Audience Journey.
Content Marketing Journey.
All of these phrases can be used interchangeably, but they have one thing in common — a journey. The definition of a journey is the act of traveling from one place to another. Simple enough. But what does that look like when applied to your content?
You can say I’m a more giant marketing nerd than you may have presumed because I’m about to take you on a journey — maybe even an adventure! — through content marketing. (See what I did there?)
Content Marketing Strategy Funnels
If you’re a regular listener of the show, you’ll be familiar with the concepts of the marketing funnel and content strategy. Here are the previous episodes where we’ve covered content marketing funnels so you can go back for a refresher if those concepts are new to you or if you want to go on a real marketing funnel deep-dive.
Podcast Episodes:
But I want to take a step back from how you can customize your content and talk about what it means to take your audience on a journey through your content.
My goal is for you to walk away from this episode knowing how to visualize your Content Marketing Journey.
Now, I know this is a podcast — and audio experience. So, when I say visualize, that’s not part of the deal. But stick with me here.
Content Marketing Meditation
I’m going to walk you through a meditation of sorts through your current content marketing journey, and then we’ll talk about what you can do to optimize or improve on what you already have. Deal? I’m not a meditation expert, so this is a first for me, but we all have to start somewhere, right?
You don’t have to close your eyes for this — especially if you’re driving or exercising! Please don’t hurt yourself. But if you’re in a safe place and feel comfortable, close your eyes.
I want you to imagine the Genesis moment when someone discovers who you are and what you’re all about.
Where is that in your mind? Is it Instagram, a Google search, a dance you’re doing on TikTok, speaking from the stage, or being interviewed on someone’s podcast? Where are they finding you?
If you aren’t sure, that’s okay. You can think about what this journey can look like once your content is more established. Much of my audience finds my content first on YouTube or a Google video search.
This person is brand new to you, and your content has found you. Now what? Do they go to your social accounts? Jump over to your website? Find your podcast or watch your YouTube content?
This is where the journey begins. Because as much as you might think, “it’s all chance of what someone does next once they find me, ” you have many opportunities to influence every step of a content marketing journey.
Now what?
Let’s say they get to your website — now what?
They join your email list — now what?
They learn about your podcast — now what?
They join your online community — now what?
They buy your product — no what?
It’s a game of constantly putting yourself in the shoes of your audience or potential customers. Ask yourself, “What do I want them to do from here? Where should they go next? Does the path or journey I’m sending them on make sense?”
You have to see your content from their perspective. Otherwise, how will you know where things can improve or be optimized? Or where the journey no longer makes sense, and people are dropping out of your funnel?
If you have your eyes closed, I want you to open them again. And I encourage you to write a sticky note and put it up on your computer or by your desk somewhere that says, “Now what?” Let that be a reminder that you’re looking for the next move you want your audience to make, and you need to have the right calls-to-action and processes in place to make those moves happen.
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