DIGITAL MARKETING (W 1.7)

CONTENT MARKETING

what does HubSpot’s framework for customer journey content look like?

1. content marketing certification → build a foundation in content strategy, content creation, distribution & performance

2. content mapping → match the right message to the right persona at the right moment in the customer journey

3. HubSpot Flywheel → focus on the Delight stage through onboarding, customer success & loyalty-building content

what are the stages of content marketing for the customer journey (from customer understanding to customer optimisation)?

1. persona research → who’s the customer? identify needs, goals & motivations

2. customer journey & pain points → which questions, frustrations & problems appear in a specific journey stage?

3. search intent research → customer insights (interviews, reviews, service questions, journey research) + search insights (keywords, search questions, search intent, search volume) → combine both perspectives to discover what customers need & how they express it

4. content mapping → translate pain points & search insights into content opportunities (pain point → topic → content format → journey touchpoint)

5. content strategy & planning → define themes, formats, channels, goals & timing

6. content creation & distribution → develop & distribute content such as blogs, landing pages, emails & videos

7. measurement & optimisation → measure performance, usage, activation, retention & loyalty, then improve

how can we apply content marketing beyond acquisition?

• traditionally, content marketing is primarily used during the customer acquisition phase: persona → search intent → content themes → blog posts → landing pages → leads

• within the customer experience optimisation (CEXO) semester, the same methodology can be applied to customer onboarding & loyalty

what’s the difference between content marketing & CEXO application?