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Content Gap Analysis: How To Use Customer Intent to Drive Content Strategy
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Let us show you how Acronym leverages Conductor’s Content Mapping Solution to develop content around user intent for major clients. By creating buyer personas and utilizing a simple, yet scalable framework, a multi touchpoint, content mapping strategy identifies opportunities for the new “experience economy” of 2016 and beyond.

12/3/2015
When: Thursday, December 3, 2015
2 PM EST | 11 AM PST
Where: Webinar
Presenter: Acronym & Conductor

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Webinar Description

As search marketers begin to unchain themselves from single keywords and phrases, and start to think more in terms of topics and concepts, the demand to deliver relevant (and useful) content has increased enormously. And as we talk less about a linear “funnel” and more about a fragmented “path to purchase” (also referred to as “customer journey”) the need to identify content gaps across large enterprise sites is critical. However, connecting the consumer with the right content experience, at the right time, at each stage of the path to purchase is no easy task. Let us show you how Acronym leverages Conductor’s Content Mapping Solution to develop content around user intent for major clients. By creating buyer personas and utilizing a simple, yet scalable framework, a multi touchpoint, content mapping strategy identifies opportunities for the new “experience economy” of 2016 and beyond. 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.

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 conductors content mapping feature to identify opportunities as well as content gaps

Meet the Speakers

Larissa Livingston
Digital Marketing Manager
 
 
Mike Grehan
CMO & Managing Director
 
 
Ryan Pitcheralle
VP, Digital Center of Excellence
 
 
Joe Taylor
Manager of Customer Success
 

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