The memory is vivid. I walked into a clothing store unsure what to buy. I was thinking about buying a new sweater, but I wanted to look around first. As soon as I walked in, an eager sales clerk nearly tackled me to the ground. He politely recited a long welcome greeting.
"Need help finding anything," he asked.
“No, just looking around,” I replied.
He immediately started singing an endless hymn of on-sale items (none of which happened to be the thing I was interested in -- a sweater).
Overwhelmed and slightly terrified, I paced around for a few minutes, glanced around and found nothing I would actually buy. I looked up, found the exit and fled.
Content marketers are unwittingly driving prospects to the exit when they fail to map content to their buying journey. Oh, and it’s not just me. A recent eMarketer study revealed that 56% of email users unsubscribe from a business email list because of content that is no longer relevant.
The solution? Content mapping.