As your organization devises a content strategy, you will receive concrete guidance if you understand your customers’ journey. You can identify content opportunities that are persona-specific and customer-centric, based upon where a customer falls within a specific journey. You can define the steps required for a customer (or a potential customer) to fulfill a need, every one of those steps representing unique opportunities, whether within a store, or on a mobile or website device. When you understand the customer journey, each step can offer the most relevant content specific to that customer and their need.
This whitepaper explores how to build a customer-centric journey so you can identify which content most suitably addresses that customer’s needs, with special focus given to personalization within the customer journey.