Content Gap Analysis: How to Use Customer Intent to Drive Content Strategy [Webinar]
See how Acronym leverages Conductor’s Content Mapping Solution to develop content around user intent for one of Scotts’ brands as a model.
By creating buyer personas and utilizing a simple, yet scalable framework, a multi touch-point, content mapping strategy identifies opportunities for the new “experience economy” of 2016 and beyond.
In this webinar, you will learn how to:
- Create buyer personas related to intent-based digital marketing
- Develop content experiences around intent for the various stages on the path to purchase
- Determine what KPIs to implement for each stage
- Utilize Conductor’s content mapping feature to identify opportunities as well as content gaps
- Track and trend content performance reporting over time to see where content satisfies the information need, and where it may be missing the mark altogether