Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User Journeys

Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.

So how do you effectively navigate distributing and tailoring your content across these various touchpoints?

Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.

You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.

With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.

1. How we used to look at content Common methods and mistakes of how many brands see content Product Blog SEO Down Funnel Content Content that is directly describing your product or service. Upper Funnel Content Content that is educating or informing your users. NO SUCH THING This does not exist. Please do not create such a thing.

2. What has changed? Why the pivot How users interact with digital properties has evolved Assume people start on Google Start at Homepage Finish And stay on Google Years Back X X

3. Discovery options are more wide spread Overlay your existing assets vs the total assets needed to identify the content gap across the user journey. Platforms Shorter Attention Spans Users are increasingly becoming less attentive and less patient. Content Types Users are consuming alternative types of content. Discovery is happening across a larger set of platforms.

4. Journeys are more fragmented than ever To own a user, you need visibility across the full journey and all platforms for your audience. Age 32 Net worth $250K Key concerns Remodeling the kitchen Increasing Home Value Get advice from Social Media Friends and Family Area Experts: Interior designers, before and after photos Age 22 Net worth <50K$ Key concerns Build Credit History Manage Everyday Expenses Get advice from Social Media – Videos, Shorts, Reels Friends and Family University Workshops and Forums Financial Education Websites Kitchen remodeling ideas Explore DIY and creative posts and videos. DIY or Expert Local Specialists Home remodeling loan application How to build credit Keeps dropping from the journey until the real need arises, leading to formal research Uses credit card finder tools, and applies for multiple cards at once Secured credit card application

5. Paid Ad KW: Cash Back Credit Cards TikTok Result KW: Credit Card Google Organic KW: Credit Card People Also Ask KW: Apply For Credit Cards SGE KW: What Is A Credit Score Pinterest KW: Kitchen Remodel Map Pack KW: Discover Card Available digital shelf space within & across platforms

6. Keywords credit card apply for credit card credit card interest calculator Brand balance transfer credit card student credit cards credit cards to build credit cash back credit cards secured credit card best cash back credit cards best credit cards what is apr how do credit cards work SV 201K 27.1K 22.2K 823K 60.5K 18.1K 14.8K 18.1K 60.5K 49.5K 90.5K 74K 9.9K PPC Ads Available Available Available   Available Available Available Available Available Available Available Available Available Available   Video Carousel                     Available Available Available People Also Ask Available Available Available   Available Available Available Available Available Available Available Available Available People Also Search For Available Available Available     Available   Available   Available Available Available Available Discussion & Forums   Available   Available Available Available Available Available Available Available Available   Yes Knowledge Panel       Available               Available   Map Pack                           Things to know Available     Available Available Available     Available         SGE   Available Available Available Available             Available Available Sources across web                   Available Available     Image Pack Available                 Available Available Available Available Tik Tok Available Available Available Available Available Available Available Available Available Reddit Available   Available Available Available Available Available Quora Available Available   Available Available Available Available Available Pinterest Available YouTube Available Available Available   Available Available   Available Available Available Available Every keyword may or may not trigger a specific digital real-estate touch point Digital shelf space created by keywords

7. How to get started Understand key audiences & user journey Page topic discovery with user needs and consumer demand Gap analysis of which content needed to be created Define the page level gaps Define the asset level gaps Create a content calendar and execution plan Define target audience through conversion data Define persona types within audience segments Map overall user journey flow Assess content gaps and distribution channels Develop a content roadmap & strategy for execution

8. Journey targets by theme data Identify your journey topics based on keyword and demand data credit score 201,000 credit scores 22,200 my credit score 12,100 credit score scale 9,900 what is a credit score 9,900 credit score check 33,100 check credit score 27,100 check my credit score 27,100 how to check credit score 18,100 how to check my credit score 14,800 check credit score free 12,100 how to check your credit score 12,100 how do i check my credit score 8,100 free credit score 60,500 credit score free 12,100 free credit score check 12,100 free credit scores 9,900 credit free score 8,100 what is a good credit score 74,000 good credit score 40,500 whats a good credit score 40,500 what is considered a good credit score 9,900 what is good credit score 9,900 what's a good credit score 9,900 What is a Good Credit Score Page Credit Scores Page Credit Score Check Page Free Credit Scores Page

9. Calculate content & asset gaps Overlay your existing assets vs the total assets needed to identify the content gap across the user journey. Consideration Purchase Awareness New Traffic Point of Entry Loss of traffic Point of entry Point of entry Broken User Journey Capturing New Entry Points Content Published Missing Content Content Published Content Published Content Published Missing Content Missing Content

10. Top 10 - SOV Funnel Stage (ASV) Awareness Comparison Purchase 838K 2.0M 2.3M Page assets in market Keyword Examples(ASV) Capital One American Express Bank of America Chase Best Business Credit Cards (486K) Best Small Business Credit Card (97.2K) Compare Business Credit Cards (7K) What Is A Business Credit Card (4.5K) How Do Business Credit Cards Work (3.8K) Business Credit Cards (594K) Credit Card For A Small Business (43.2K) Apply For Business Credit Card (34.8K) Get A Business Credit Card (3.8K) Capital One American Express Bank of America Chase Capital One American Express Bank of America Chase 11 34 16 pages pages pages Page gap by funnel stage

11. Page gap summary Overlay your existing assets vs the total assets needed to identify the content gap across the user journey. Total Topics 61 Topics that have pages but need optimizing Topics that need to build content On Topics ASV Credit report check 135K Credit score monitoring 129K Auto loan credit score 81.4K Topics ASV Auto loan rate for credit score 54K Credit report monitoring services 21.1K How to monitor credit score 3.7K 26 Existing Pages to be optimized 35 Net New Pages to be created ~983K Annual Search Demand Core Intent & searches ∼ 640 KWs

12. Asset gap summary Define which content assets are needed for how much digital shelf space available Digital Shelf Space Total Positions Available Total Positions Acquired Total Positions AVAILABLE Current Visibility People Also Ask 485 59 426 12% Reviews 399 118 281 29% Map Pack 399 187 212 47% Discussion & Forums 58 4 54 6% Tik Tok 327 327 0%

13. Making sure to connect the dots for a user both across the site experience and the platform experience What's the cost of owning a home? Mortgage Calculator Best Mortgage Rates Mortgage Loan Apply for Mortgage Loan New Content New Content What credit score do i need to buy a house How Credit Scores Work TikTok Video The relationship of the content is critical

14. Have the right content asset for the right role within the journey across the discoverable platforms Define content type Informational Educational Transactional Distribution across platforms Owned Earned Amplified / Paid Strategy Foundation Audience Market Product Content planning & needs Calendar Briefs Publishing Off-page plan 10x magnet 10x amplifiers Defining & mapping assets / formats Articles Video PDF’s Interactive Infographics Product Pages Content Strategy Mechanics

15. Understand the needs, align on the acquisition & execute Content plan Correlate the data and strategize it into an over arching plan Asset plan Identify which assets need to be developed across the journey Development Design, develop, and write the assets required Platform distribution Distributing the proper assets by intent into the right platform Where to attack Select the targeted positions and platforms to acquire Owning the journey Committing to winning the asset position in each platform Content Execution 2 1 3 6 4 5 Operationalizing a Plan

16. Brand visibility Engagement Business Impact Provides insights into brand visibility across search engines and social media platforms compared to competitors, and identifies content gaps to increase digital shelf space Provide insights into user behavior, content effectiveness, conversion paths, etc., helping to refine content strategies Measures direct and attributed conversions driven by organic channel and content Three Pillars for Measuring Success

17. Every Page is NOT Equal Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod Down Funnel Page Acquisition Focused YES it should CONVERT

18. Every Page is NOT Equal Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod Down Funnel Page Acquisition Focused YES it should CONVERT Mid-Funnel Page Consideration Focused NO it shouldn’t CONVERT

19. Every Page is NOT Equal Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod Down Funnel Page Acquisition Focused YES it should CONVERT Mid-Funnel Page Consideration Focused NO it shouldn’t CONVERT Upper Funnel Education Focus NO CONVERSION

20. Every Page is NOT Equal Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod Down Funnel Page Acquisition Focused YES it should CONVERT Mid-Funnel Page Consideration Focused NO it shouldn’t CONVERT Upper Funnel Education Focus NO CONVERSION Volume Increases Conversion Decreases

21. Every Page is NOT Equal Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod Down Funnel Page Acquisition Focused YES it should CONVERT Mid-Funnel Page Consideration Focused NO it shouldn’t CONVERT Upper Funnel Education Focus NO CONVERSION Volume Increases Conversion Decreases Volume Decreases Conversion Increases

22. Influenced & Direct Conversions Do you know which pieces of content and what part of the user journey influenced the direct conversion rate? Direct Conversion Rate 4% $ Blog Page Product Page Blog Page

23. Influenced & Direct Conversions Direct Conversion Rate 4% $ Blog Page Product Page Blog Page Do you know which pieces of content and what part of the user journey influenced the direct conversion rate?

24. Influenced & Direct Conversions Track, Measure & Calculate the traffic that influences the direct conversion rate. Direct Conversion Rate 4% $ Influenced Conversion Rate 9% Blog Page Product Page Blog Page Do you know which pieces of content and what part of the user journey influenced the direct conversion rate?

25. Thank You