CMI’s Guide to Audience Development
The Content Marketing Institute has published a ‘Guide to Audience Development’. This guide focuses the use of right content for gaining more customers.
Clare McDermott says, “To figure out how to build a longer relationship with the customer, the iQ team defined what it calls a “customer ladder” – the steps someone takes to progress from first timer to engaged subscriber. The most important KPI for the team is the number of email subscriptions – a sign that someone finds the iQ content valuable.
Define sequencing touchpoints
- iQ ad exposure is the “fly by” person – someone who may happen upon a mention of iQ or Intel content but hasn’t slowed down to consume that content.
- First-time readers may find iQ through a native ad, a social media ad, or a shared social post. They stop and read because they’re interested in the content iQ is publishing.
- Repeat readers visit iQ more than once and demonstrate an affinity for the content iQ talks about – from VR/AR and artificial intelligence to robotics and autonomous vehicles.
- Email sign-up readers are the holy grail of content marketers – readers who convert to subscribers. This is a sure sign iQ content is paying off”.
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