How do you identify an effective space in the content arena for your brand? Take a journey with your audience.

We developed the audience journey as a tool for content marketers. Its sole purpose is to align your brand’s content with the needs of your audience. It is based on the hero’s journey – a model commonly used in storytelling to attract and retain the attention of the audience throughout a narrative. And that’s why we use the same 12 steps of the hero’s journey but in a modified form.
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You spent hours sweating over a blog post to make it as appealing and complete as possible. You spent weeks of intensive preparation to produce an eye-catching video. You finally have your content in shape and publish the end result. You promote it with a few tweets and updates on Facebook and LinkedIn. And then? Don’t just cross your fingers and hope for the best. Turn to mapping to ensure your content reaches your target audience and makes the biggest impact possible.

Consider this example: Rabobank publishes a Dutch magazine, Dichterbij, for its customers. An editorial team selects the topics, interviews the sources, takes the photos, writes the articles, and edits and designs the magazine. After a few weeks of work, the magazine is published and mailed, and that’s the end of it — but it doesn’t have to be.Continue Reading