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July 17, 2024

Today's sponsor:

Content Mapping for Customer Journeys

Content mapping is a marketing technique that matches messages to meaningful stages in a shopper’s online buying journey.

The technique requires understanding shoppers’ motivations throughout the purchase process. Marketers can use this knowledge to create relevant, value-packed content to attract, engage, and retain shoppers.

Getting Started

An ecommerce content map starts with completing three discrete tasks.

• Know the customers. At each phase of a buying journey, what is a customer’s motivation?
• Know the products. What value do the products deliver to shoppers? What differentiates the items sold or the store itself?
• Catalog content. What content has the business already produced? How does that content align with shoppers’ buying journeys and the products’ value?

A Buying Journey

While each task is important and nuanced, let’s focus this article on knowing the customers — their journeys from consideration to post-purchase.

Read article > 

A Message from UserWay

Digital Accessibility with the UserWay Widget

In 2024, digital accessibility is essential for online businesses. The UserWay Accessibility Widget is the preferred solution for more than 1 million global companies. It offers comprehensive features such as customized branding, easy ecommerce integration, and multiple languages. Simple to install; no coding required. Learn More >

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From the Archive: September 2005

Basics of Search Engine Optimization

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