Learning Center

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.

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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

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