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.

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