Content cannot be just about filling a social media feed or a blog. Transforming your brand positioning into content that guides your target audience to the destination you want them to be is the essence of successful marketing.
And it’s something that brands are consistently failing to do, with just 29% of marketers saying their content strategies are “very effective.” Brand positioning and content strategy are not independent. Still, they must be used in conjunction to create a map of the customer journey that enables you to build scalable social content strategies.
In this guide, we examine why the customer journey matters, how brand positioning guides messaging, and what that means for social paths.
The Importance of Mapping the Customer Journey
Mapping the customer journey remains a practice that only a minority of companies engage in. One study found that just 48% of companies have a journey map to guide them. Ultimately, journey mapping defines the stages starting from initial awareness of your brand to making a purchase and transitioning into a loyal consumer.
What does this mean for building scalable social paths content strategies? It reframes the perspective from the content you want to build to what the customer needs and how our content strategy can hit those notes.
In a nutshell, journey mapping achieves:
· Message alignment
· Purpose in content
· Content built on intent
How it combines with brand positioning is that it uses your core promise and unique selling points as a consistent thread in every interaction, regardless of where a customer is in their journey.
How Brand Positioning Works for You
Brand positioning is everything that defines how you want to be perceived in the marketplace. It’s setting yourself apart from the competition and differentiating yourself enough so that customers want to buy from you. Get it right and it will pay dividends because as many as 81% of consumers said they had to trust a brand before buying from it.
Without a defined brand position, your content will become inconsistent and fragmented. We can boil down your brand positioning content strategy into four pillars:
· Who you are
· Who you serve
· Why you matter
· How you appear
Turning Brand Positioning Into Social Paths
Using social paths in marketing is a way of leveraging the value of your hard-won branding efforts. Essentially, a social path is a structured content pathway that moves audiences from each stage of the journey to the next. Typically, this is within a social media context, but it can also be applied to other content channels.
So, what might this look like:
1. Awareness – A social media post highlights an industry pain point or links to a value-driven thought leadership piece.
2. Consideration – Social media videos showcasing your product or reposting reviews from previous customers.
3. Decision – Offers for demos and other interactive experiences to give a customer the confidence to commit to a purchase.
4. Loyalty – Going further than a mere purchase. Sending out community features, putting up advocacy campaigns, or giving out behind-the-scenes content to tie customers closer to the brand.
How to Build Social Paths With Journey Mapping and Brand Positioning
Social media is a channel practically every business incorporates into their strategies, yet only 47% of marketers said that it had increased sales after five years. It’s an example of how firms consistently fail because their content isn’t properly defined and isn’t closely entwined enough with their brand’s established position.
So, how can mapping customer journey marketing and social paths be brought to life?
Define Your Audience Personas
Identify your target audience and split them into segments. Rank them based on their importance. Plus, it goes without saying that this cannot be based on assumptions. Instead, it must be data-driven. Crucially, don’t stop at demographics. Cover issues like:
· Motivations
· Barriers
· Consumption habits
Map the Journey Stages
Plot out the key stages of the customer journey. It should begin from when a consumer first becomes aware of your brand and go through not only an initial purchase but also loyalty and, finally, advocacy. Each stage will have its own unique touchpoints.
Overlay Brand Positioning
With your customer journey mapped, you can begin to apply your brand positioning content strategy to every touchpoint. That’s where who you are comes to the fore.
For example, suppose you’re a brand that regularly pushes its cutting-edge approach and the reliability of its product. In that case, you might focus on forward-thinking thought leadership posts at the awareness stage but case studies at the decision stage.
The one that never changes is your tone. Your brand’s voice must remain perfectly aligned at all times.
Build Content Objectives
You’d be amazed at how many companies have no real goals for each piece of content, other than to “get views” or “go viral.” None of this means anything if it doesn’t link back to tangible business goals and the goal of fulfilling the needs of your customers.
Each stage in the customer journey content strategy must have a stated goal. Here’s what that might look like:
· Awareness – Expanding reach and generating engagement.
· Consideration – Getting downloads or newsletter signups.
· Decision – Free trial signups or purchases.
· Loyalty – Turning customers into brand ambassadors.
Flesh Out Your Social Paths
Designing your social paths means creating a structured content pipeline that moves people across stages.
For example, if you’re trying to sell a cybersecurity product, it could start with an awareness post like “Top 5 Cybersecurity Mistakes” before transitioning to explainer videos, and, finally, the option to start a free trial or purchase the product.
Success in social paths in marketing means keeping everything seamless, so the customer never even notices. Essentially, you’re answering the right question and servicing the right need at the precise point they arise. Simultaneously, your brand’s positioning is being reinforced layer by layer. Naturally, this is a continuous process, necessitating regular A/B testing to discover what works along the way.
Conclusion
Customer journey mapping is the bridge between effective social paths and brand positioning. It’s your permanent truth that drives your content strategy, even as your customers change over the years. Mastering these marketing concepts is guaranteed to give you an edge in a competitive marketplace.
If you’re eager to learn more about advanced marketing strategies to drive more value in your work, join OMCP and see which certifications you qualify for today.
Easton Smiskey
As a copywriter and brand strategist, Easton helps tongue-tied brands find their voice. She is endlessly curious about what makes people tick and loves guiding them toward who they are at their core. Branding became her medium because a brand is often someone’s baby — it deserves that kind of care and attention.
When she is not shaping stories for clients, you’ll probably find her writing poetry, on the golf course, lifting weights, experimenting with biohacking, mixing herbs, or diving deep into psychology. Connect with Easton on LinkedIn: linkedin.com/in/eastonsmiskey.