Search insights aligning content and keywords with the customer decision journey - punchlime...
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Search Insights.
Updated March 2014
@Punchlime Confidential and Proprietary
Stanley Sarpong & Olju Man.
Aligning Content and Keywords with the Customer Decision Journey
Contents.
1. Customer Decision Journey
2. Inbound Marketing
3. Mapping Keywords to the Customer Decision Journey
4. Q&A
1. Customer Decision Journey.
Punchlime Confidential and ProprietaryImage source: cardinaldistrict.org
2. Inbound Marketing.
3. Mapping Keywords to the Customer Decision Journey.
Mint Example
how to take control of personal finances
personal saving tips
jemstep
mint vs. jemstep
mint help
0.
Create keyword clusters & align each stage of the Customer Decision Journey.
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issue
Issue / Opportunity
prevent optimize
optimization upgrade problem
risks resolve
Stage O/4
Structure
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budgetingissues
Issue / Opportunity
prevent late fees
optimize personal budget
over personal budget
how to take control of personal finances
manage personal finance
personal finance
risks
resolve personal finance
Stage O/4
Mint Example
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app
Solution
solution service
device tool supplier
software provider
Stage O/4
Structure
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budgeting app
Solution
tool to save
money
how to manage personal finance
managing personal
finance apptop personal finance tips
how to organize receipts
personal finance
software
personal saving tips
Stage O/4
Mint Example
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Competitor A
Brand
Competitor B
Competitor C
Solution B Competitor F
Competitor E
Solution A Competitor D
Avg. consumer 3 brands in set.
Stage 1/4
Structure
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mint
Brand
personal capital
quicken
mint iOS jemstep ibank
mint android
moneydance
Stage 1/4
Mint Example
Example.
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review
Comparison
compare vs.
pros & cons alternative comparison
benchmark cheapest
Stage 2/4
Structure
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mintreview
Comparison
compare mint
mint vs. jemstep
pros & cons mint
mint alternative
comparison mint
jemstep
benchmark finance apps
best finance
app
Stage 2/4
Mint Example
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purchase
Purchase
buy order
shop downloadwhere to
buy
where to download get
Stage 3/4
Structure
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download mint
Purchase
buy mint app
order mint app
purchase mint
get mint app
where to download
mint
shop mint.com
where to get mint app
Stage 3/4
Mint Example
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product-related
Post-Purchase
help contact
community how to use FAQ
feedback customerservice
Stage 4/4
Structure
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mint.com help
Post-Purchase
contact mint
customer service
mint
mint community
mint.com faq
how to use mint
help center mint
feedback mint app
Stage 4/4
Mint Example
Targeted content & keywords.
● Optimize your media mix:○ Set priorities, e.g. active evaluation○ Prevent spending in the wrong places
● Understand different decision journeys and tailor content and keywords:○ Depending on the role (e.g. CEO, CFO, IT, user),
search behavior may be different○ Align keyword clusters to each stage○ Create consistent, targeted messages