Rethink E-Commerce Content: Why the Customer Journey matters

Thinking about content along the customer journey is nothing new. However, many companies still communicate from an internal perspective and do not place the customer journey at the center of their content strategy. 
Björn Negelmann uses his many years of experience as a content and customer journey moderator to explain what it means to align content with the customer journey. And, of course, what this changes.

ANSWERED QUESTIONS

• Why is content no longer a nice-to-have from a consumer perspective?
• How does the customer journey set the context for communication?
• Are machine-generated texts useful?

00:00 Introduction and welcome by Björn Negelmann
05:00 The customer journey funnel
06:00 The Content Production Challenge: Complexity
11:55 The Customer Journey as a central tool for content strategy
17:25 Changes and trends in content production: expectations, tools and processes
28:00 Examples of content adaptation along the customer journey
27:00 Where do we stand?

SPEAKERS