MARKETING
How to Win Potential Consumers with Customer Journey Mapping on Google

The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
If your website is like most others, there is likely a mismatch between the content you provide, and what your prospective customers search for on Google.
This article is about understanding your potential customers and their conversation with Google by using the customer journey mapping method to provide them with the best content. The idea came to me when watching internal user experience teams at our agency, and I hope it will inspire you as an SEO to leave your spreadsheets for a moment and start working with sticky notes (yeah, sticky notes).
Later in the article, as an example of the method, I will show you how a Danish insurance firm managed to come out of nowhere and dominate the conversation for a strategically important insurance product.
I have built +100 customer journey maps over the last year, so I am excited to share my knowledge with you.

I will come back to this later, but let’s get a few definitions in place first:
What is a customer journey?
The customer journey is a model, which describes the stages a prospective customer goes through in order to convert to your solution. It is a way for us as marketers to understand what challenges a user confronts during their journey. When we understand it, we know how our marketing efforts should show up at every stage.
There are many different customer journey models, but I prefer the classic AIDA model, adding the Loyalty stage at the end.

Here is a description of the five stages with examples of typical Google queries:
Awareness: The prospects realize that they have a problem or desire and actively start searching on Google. For example, they may think, “Hey, I’m coughing. How do I get rid of it?” and search for “How to stop coughing?” (40K monthly queries in the US).
Interest: The prospects start searching for simple solution queries. An example is “cough medicine” (59K monthly queries). In this stage, they will also look for substitutes (e.g. “honey ginger tea”).
Desire: The prospects become more educated and refine their search to find the right solution for them. They search for different attributes of the product such as segments (“infant cough medicine”) and types (“non drowsy cough medicine”). This is also the customer journey stage where users subsequently get into the buying mode with best/cheapest/discount queries (e.g. “best coughing medicine for dry cough”). They also begin to search for brands. Typical queries on Google could be “Delsym cough medicine” (5.2K monthly queries) and comparison queries, like “Delsym vs Robitussin” (1.6K monthly queries).
Action: The prospects have made their choice and are ready to take action. A typical search would be “Delsym near me” (90 monthly queries).
Loyalty: The prospects have turned into clients and could have questions about the newly purchased product. A typical example could be “Delsym side effects”.
What is customer journey mapping on Google?
Customer journey mapping is a traditional exercise when working with user experience (UX), trying to visualize the typical touchpoints for a user and thereby understand how to create a frictionless experience.
As I mentioned in the intro, I had a light bulb moment watching our UX teams. Why couldn’t SEOs adopt this practice and map up the customer journey with Google data? Where UX teams use qualitative interviews, eye tracking, client feedback and gut feeling, Google data is the hard data that’s missing.
The idea of doing customer journey mapping on Google was born.

We have the data right at our feet. With Google’s own data sources (e.g. Google Search Console) and third party tools (e.g. Moz Keyword Explorer), SEOs can map out a large part of the customer journey.
Just look at your user data in Google Analytics, and you will see how dominant Google is. According to a study by GrowthBadger, across industries 50-90% of all traffic came from Google. While social media is a great activation channel in 2022, prospects still go to Google when they need to educate themselves before they contact you.
By mapping the entire customer journey on Google we understand:
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What are the major topics that potential clients are querying on Google?
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What is the search intent behind the conversation potential clients are having with Google, that might match our USPs?
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Where are the “peak ends”, meaning the most important conversation touchpoints on Google, that can win or lose a future customer?
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What is the timeline of search intent, so we understand how to prioritize content development?
Why you should use customer journey mapping on Google
There are three main arguments for why you should use customer journey mapping.
1) Targeting specific keywords is outdated. We need to focus on owning user intent instead.
Especially with Google’s introduction of BERT in September 2019, they understand searches better than ever. And with their MUM update, the search experience will become even more impressive. This also means that we, the SEOs, have to adapt to these advances, focus less on targeting specific keywords, and instead focus on the user intent.
To give an example, all the keywords below have the same intent and should be seen as one:
The total monthly search volume for this search intent is 4,000 monthly queries in the US, so this is a big touchpoint to overlook in your content, if you sell sleeping bags.
2) We need to share SEO data insights with marketing teams – and do it fast.
It should be our aim to break out of the SEO silo and ensure that SEO supports marketing strategies and activities.
People in your marketing department may not even know that Google Search Console exists, and even fewer may have access, so SEOs need to share the insights from this goldmine of data.
SEO silo analysis can take weeks, but when aligning with the rest of the company, speed is crucial. Decisions in marketing are made on a daily basis, so SEOs need to be able to provide data quickly. A customer journey map can be created inside a few hours, and is a great way to visualize data in ways that any non-SEO can understand.
3) Topic clustering doesn’t give you the full picture.
Are you already working with topic clustering and think that customer journey mapping sounds like the same? It’s not.
A normal topic cluster only covers the Interest/Desire stages in the customer journey. A topic cluster consists of the main page (the money page), which ranks for the most important keyword (e.g. “car insurance”) and various supporting pages (pillar pages), which will rank for secondary keywords (e.g. “car insurance for teens” and “car insurance calculator”).
Customer journey mapping covers the full customer journey including the early part of the funnel and the post-sales stage. These two stages are important to pay attention to, in order to be seen as a topical authority by Google, and of course to help your prospective consumer along their entire journey.
Early-funnel
Studies have shown that helping a user early in the process will make them remember you later on. At an early stage of the journey, the prospect is not yet aware of the solution, so they will do symptom queries. This type of query isn’t so easy to identify, but this also means that your competitors are probably missing out on them. This can be a great opportunity for extra traffic.
To research symptom queries you need to think like your prospect. What would they search for when they aren’t sure what they’re looking for? A way to validate if the symptom queries are relevant for you, check in “Related searches” at the bottom of page one on Google, if any solution queries are listed. It is an indicator, if it is a relevant query or not.
Another important aspect is to educate the prospect so they won’t choose the wrong solution. In my last Moz Blog post on SEO sprints, I showed an example of prospects searching for yellow-tinted glasses for driving at night. This is the wrong solution, because opposing cars have blue lights. This is important content to provide your audience, in order to lead prospects in the right direction. What is a misconception in your industry?
Post-sale
The post-sale queries are very valuable, because these are queries done by actual clients. This is not only about helping them out with their actual problem, but it is also an important touchpoint to warm them up for their next conversion.
If you want to identify post-sale queries quickly, then use this regex formula in your Google Search Console:
b(clean|broken|wash off|shattered|polish|problem|treat|doesn’t work|replace|doesn’t start|scratch|repair|manual|fix|protect|renew|coverage|warranty)[” “]
If you do not rank well for the queries that show up, then you most likely have a content gap.
Not all of your content will convert directly. Some content is more apt for micro conversions (see a video, read another piece of content, download pdf). With customer journey mapping, you’re forced to place the search intent in order of appearance. This will help you understand how to structure your content and what a piece of content should do.
How to build a customer journey map using Google data
Let me walk you through the process.
Step 1 : Define your persona and your objective

What do we want to obtain, and who is our persona/s? This important first step ensures that we create the scope for the mapping.
Step 2 : Get the data and map out the intents
Next up is to map out the user intent. I will initially use the client’s Google Search Console.
I will filter 12 months of data for a specific keyword. I will then go through my keyword list. In this example I am doing a map for “Natural playgrounds”. One intent is “natural playground equipment”. I have marked three queries below, which have the same intent: Natural playground equipment, Nature playground equipment and Nature play equipment.

This is one intent identified. Usually, I write the intent on a sticky note with the search volume and the average ranking. Here is an example below from a session.

When I am not able to find more intents in Google Search Console I will add data from third party tools such as Moz Explorer. Here I have inserted the keyword “Natural playground” in the suggestion box, and a list of relevant keywords appear.

Step 3 : Map the post-its in a funnel
I then draw up a sales funnel on a whiteboard, where I place the sticky notes. I will move them around and cluster them, where it makes sense. I will eventually revisit my tools to get more data, if I see gaps in the funnel. This should be a quick process. This is how my whiteboard ends up looking:

When I have completed this exercise I have a great understanding of the prospects’ conversation with Google. The next step is to insert the intents in PowerPoint, so it can be presented to the client. Here is an example. The traffic lights show how the site performs (Green = Rank 1-3 in Google. Yellow = Rest of page 1. Red = Page 2 or worse.). The size of the bubbles represent the search volume.

When a map like this is presented, it will naturally kick-start a focus on how we can convert all the intents to green.
How a Danish insurance firm won prospects with customer journey mapping
Købstædernes Forsikring is one of the oldest insurance firms in Denmark, established in 1731. Historically, they have not focused on SEO, so when I started helping them, they had very little non-branded presence on Google.
Step 1 – We want to own the conversation on Google for “salary insurance”
“Salary insurance” is a product offered by all the insurance industry players. If you lose your job, then with this insurance, you can cover 90% of your salary. This is a strategically important product for Købstædernes, and Google is a big touchpoint in their prospects’ customer journey.
Step 2 – Let’s get the data for “salary insurance” and create a customer journey map
To get an understanding of potential customer search intent, we created the following customer journey map. Each bubble represents a search intent. The size of the bubble shows the relative search volume and the color represents their average ranking. I use traffic light colors to visualize this (Green: ranks in top 3, Yellow: Rank 4-10, Red: Outside page 1 on Google).

To map out the conversation with Google, I used their Google Search Console data, supported with third party tools such as Moz Keyword Explorer. Furthermore, I held an interview with the product team to understand the potential client profiles better, so I could identify the initial symptom searches.
Since the marketing team at Købstædernes are not SEO savvy, then a customer journey map was a great way to explain that we were not part of the conversation at all. They immediately grasped our starting point, and could help by identifying the interesting conversations we should be part of. Furthermore, they could take the conversation insights and use them in the rest of their marketing mix.
Step 3 – Executing on the insights from the customer journey map
When the marketing team signed off on the journey map, we moved on to the second part, which was to understand what content to build, repurpose, and optimize. To be able to match topics between prospects’ conversation with Google and the content on the website, we needed to optimize 10 pages and create five new pages.
As with most organizations, Købstædernes does not have unlimited resources. Thus, the customer journey map was a great asset to understand how to prioritize their efforts. Content in the lower funnel should be produced first.
Over a period of two months, my small team managed to perform these tasks. While it is not the topic of this article I would like to mention that a project management tool such as Asana, Monday.com, Trello or other is necessary to ensure an efficient process. If you use a spreadsheet (Excel, Google Sheets or other) focus on tasks can easily be forgotten. With a project management tool you can assign tasks, set deadlines, describe tasks and sub tasks, insert tags etc. I see it time and time again that when key employees leave a SEO project is put on hold. I would therefore strongly urge you to use one of these tools to avoid brain drain and focus.
The results after 10 months
Here is the development after 10 months. As you can see, we have managed to own a big chunk of the conversation:

Traffic has gradually increased, with 100% growth for the last three months compared to the prior period.

In summary
Google is by far the biggest touchpoint in most customer journeys across industries, so it is obvious that hard data from Google Search Console and third-party tools such as Moz Keyword Explorer can help us understand user intent. Customer journey mapping on Google is a model to enable the data by visualizing it, ensuring that the full marketing team understands the prospects’ conversation with Google.
At the same time, it gives a clear overview of content prioritization, which is an important point, since most teams have limited resources.
Let me end with a few tips about customer journey maps:
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Make sure you have a clear goal with your customer journey. If there is more than one goal, break the customer journey into several different customer journey maps.
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Understand your USPs to focus on the relevant search intent. If necessary, break down the broader user intents into smaller ones on underlying customer journey maps, to get a better overview.
I hope this blog post about customer journey mapping has inspired you to think about how you can understand your prospects’ conversation with Google in a new way. Happy mapping!
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MARKETING
How Does Success of Your Business Depend on Choosing Type of Native Advertising?

The very first commercial advertisement was shown on TV in 1941. It was only 10 seconds long and had an audience of 4,000 people. However, it became a strong trigger for rapid advertising development. The second half of the 20th century is known as the golden age of advertising until the Internet came to the forefront and entirely transformed the advertising landscape. The first commercial banner appeared in the mid-90s, then it was followed by pop-ups, pay-by-placement and paid-pay-click ads. Companies also started advertising their brands and adding their business logo designs, which contributes to consumer trust and trustworthiness.
The rise of social media in the mid-2000s opened a new dimension for advertising content to be integrated. The marketers were forced to make the ads less intrusive and more organic to attract younger users. This is how native advertising was born. This approach remains a perfect medium for goods and services promotion. Let’s see why and how native ads can become a win-win strategy for your business.
What is native advertising?
When it comes to digital marketing, every marketer talks about native advertising. What is the difference between traditional and native ones? You will not miss basic ads as they are typically promotional and gimmicky, while native advertising naturally blends into the content. The primary purpose of native ads is to create content that resonates with audience expectations and encourages users to perceive it seamlessly and harmoniously.
Simply put, native advertising is a paid media ad that organically aligns with the visual and operational features of the media format in which it appears. The concept is quite straightforward: while people just look through banner ads, they genuinely engage with native ads and read them. You may find a lot of native ads on Facebook, Twitter and Instagram – they appear in the form of “in-feed” posts that engage users in search for more stories, opinions, goods and services. This unobtrusive approach turns native ads into a powerful booster for any brand.
How does native advertising benefit your business?
An average Internet user comes across around 10,000 ads a day. But even physically, it is impossible to perceive this amount of information in 24 hours. So, most of them use adblockers, nullifying all efforts of markers. Native ads successfully overcome this digital challenge thanks to their authenticity. And this is not the only advantage of native advertising. How else does your business benefit? Here are just a few major benefits that prove the value of native ads:
Better brand awareness. Native ads contribute to the brand’s visibility. They seamlessly blend into educational, emotional, and visual types of content that can easily become viral. While promotional content typically receives limited shares, users readily share valuable or entertaining content. Consequently, while you incur expenses only for the display of native ads, your audience may go the extra mile by sharing your content and organically promoting your brand or SaaS product at no additional cost.
Increased click-through rates. Native ads can generate a thrilling click-through rate (CTR) primarily because they are meticulously content-adaptable. Thus, native ads become an integral part of the user’s journey without disrupting their browsing experience. Regardless of whether your native advertising campaign is designed to build an audience or drive specific actions, compelling content will always entice users to click through.
Cost-efficient campaign performance. Native advertising proves to be cheaper compared to a traditional ad format. It mainly stems from a higher CTR. Thanks to precise targeting and less customer resistance, native ads allow to bring down cost-per-click.
Native ads are continuously evolving, enabling marketers to experiment with different formats and use them for successful multi-channel campaigns and global reach.
Types of native advertising
Any content can become native advertising as there are no strict format restrictions. For example, it can be an article rating the best fitness applications, an equipment review, or a post by an influencer on a microblog. The same refers to the channels – native ads can be placed on regular websites and social media feeds. Still, some forms tend to be most frequently used.
- In-feed ads. This type of ad appears within the content feed. You have definitely seen such posts on Facebook and Instagram or such videos on TikTok. They look like regular content but are tagged with an advertising label. The user sees these native ads when scrolling the feed on social media platforms.
- Paid search ads. These are native ads that are displayed on the top and bottom of the search engine results page. They always match user’s queries and aim to capture their attention at the moment of a particular search and generate leads and conversions. This type of ad is effective for big search platforms with substantial traffic.
- Recommendation widgets. These come in the form of either texts or images and can be found at the end of the page or on a website’s sidebar. Widgets offer related or intriguing content from either the same publisher or similar sources. This type of native ads is great for retargeting campaigns.
- Sponsored content. This is one of the most popular types of native advertising. Within this format, an advertiser sponsors the creation of an article or content that aligns with the interests and values of the platform’s audience. They can be marked as “sponsored” or “recommended” to help users differentiate them from organic content.
- Influencer Advertising. In this case, advertisers partner with popular bloggers or celebrities to gain the attention and trust of the audience. Influencers integrate a product, service, or event into their content or create custom content that matches their style and topic.
Each of these formats can bring stunning results if your native ads are relevant and provide value to users. Use a creative automation platform like Creatopy to design effective ads for your business.
How to create a workable native ad?
Consider these 5 steps for creating a successful native advertising campaign:
- Define your target audience. Users will always ignore all ads that are not relevant to them. Unwanted ads are frustrating and can even harm your brand. If you run a store for pets, make sure your ads show content that will be interesting for pet owners. Otherwise, the whole campaign will be undermined. Regular market research and data analysis will help you refine your audience and its demographics.
- Set your goals. Each advertising campaign should have a clear-cut objective. Without well-defined goals, it is a waste of money. It is a must to know what you want to achieve – introduce your brand, boost sales or increase your audience.
- Select the proper channels. Now, you need to determine how you will reach out to your customers. Consider displaying ads on social media platforms, targeting search engine result pages (SERPs), distributing paid articles, or utilizing in-ad units on different websites. You may even be able to get creative and use email or SMS in a less salesy and more “native”-feeling way—you can find samples of texts online to help give you ideas. Exploring demand side platforms (DSP) can also bring good results.
- Offer compelling content. Do not underestimate the quality of the content for your native ads. Besides being expertly written, it must ideally match the style and language of the chosen channel,whether you’re promoting professional headshots, pet products, or anything else. The main distinctive feature of native advertising is that it should fit naturally within the natural content.
- Track your campaign. After the launch of native ads, it is crucial to monitor the progress, evaluating the costs spent and results. Use tools that help you gain insights beyond standard KPIs like CTR and CPC. You should get engagement metrics, customer data, campaign data, and third-party activity data for further campaign management.
Key takeaway
Summing up the above, it is time to embrace native advertising if you haven’t done it yet. Native ads seamlessly blend with organic content across various platforms, yielding superior engagement and conversion rates compared to traditional display ads. Marketers are allocating higher budgets to native ads because this format proves to be more and more effective – content that adds value can successfully deal with ad fatigue. Native advertising is experiencing a surge in popularity, and it is to reach its peak. So, do not miss a chance to grow your business with the power of native ads.or you can do digital marketing course from Digital Vidya.
MARKETING
OpenAI’s Drama Should Teach Marketers These 2 Lessons

A week or so ago, the extraordinary drama happening at OpenAI filled news feeds.
No need to get into all the saga’s details, as every publication seems to have covered it. We’re just waiting for someone to put together a video montage scored to the Game of Thrones music.
But as Sam Altman takes back the reigns of the company he helped to found, the existing board begins to disintegrate before your very eyes, and everyone agrees something spooked everybody, a question arises: Should you care?
Does OpenAI’s drama have any demonstrable implications for marketers integrating generative AI into their marketing strategies?
Watch CMI’s chief strategy advisor Robert Rose explain (and give a shoutout to Sutton’s pants rage on The Real Housewives of Beverly Hills), or keep reading his thoughts:
For those who spent last week figuring out what to put on your holiday table and missed every AI headline, here’s a brief version of what happened. OpenAI – the huge startup and creator of ChatGPT – went through dramatic events. Its board fired the mercurial CEO Sam Altman. Then, the 38-year-old entrepreneur accepted a job at Microsoft but returned to OpenAI a day later.
We won’t give a hot take on what it means for the startup world, board governance, or the tension between AI safety and Silicon Valley capitalism. Rather, we see some interesting things for marketers to put into perspective about how AI should fit into your overall content and marketing plans in the new year.
Robert highlights two takeaways from the OpenAI debacle – a drama that has yet to reach its final chapter: 1. The right structure and governance matters, and 2. Big platforms don’t become antifragile just because they’re big.
Let’s have Robert explain.
The right structure and governance matters
OpenAI’s structure may be key to the drama. OpenAI has a bizarre corporate governance framework. The board of directors controls a nonprofit called OpenAI. That nonprofit created a capped for-profit subsidiary – OpenAI GP LLC. The majority owner of that for-profit is OpenAI Global LLC, another for-profit company. The nonprofit works for the benefit of the world with a for-profit arm.
That seems like an earnest approach, given AI tech’s big and disruptive power. But it provides so many weird governance issues, including that the nonprofit board, which controls everything, has no duty to maximize profit. What could go wrong?
That’s why marketers should know more about the organizations behind the generative AI tools they use or are considering.
First, know your providers of generative AI software and services are all exploring the topics of governance and safety. Microsoft, Google, Anthropic, and others won’t have their internal debates erupt in public fireworks. Still, governance and management of safety over profits remains a big topic for them. You should be aware of how they approach those topics as you license solutions from them.
Second, recognize the productive use of generative AI is a content strategy and governance challenge, not a technology challenge. If you don’t solve the governance and cross-functional uses of the generative AI platforms you buy, you will run into big problems with its cross-functional, cross-siloed use.
Big platforms do not become antifragile just because they’re big
Nicholas Taleb wrote a wonderful book, Antifragile: Things That Gain From Disorder. It explores how an antifragile structure doesn’t just withstand a shock; it actually improves because of a disruption or shock. It doesn’t just survive a big disruptive event; it gets stronger because of it.
It’s hard to imagine a company the size and scale of OpenAI could self-correct or even disappear tomorrow. But it can and does happen. And unfortunately, too many businesses build their strategies on that rented land.
In OpenAI’s recent case, the for-profit software won the day. But make no bones about that victory; the event wasn’t good for the company. If it bounces back, it won’t be stronger because of the debacle.
With that win on the for-profit side, hundreds, if not thousands, of generative AI startups breathed an audible sigh of relief. But a few moments later, they screamed “pivot” (in their best imitation of Ross from Friends instructing Chandler and Rachel to move a couch.)
They now realize the fragility of their software because it relies on OpenAI’s existence or willingness to provide the software. Imagine what could have happened if the OpenAI board had won their fight and, in the name of safety, simply killed any paid access to the API or the ability to build business models on top of it.
The last two weeks have done nothing to clear the already muddy waters encountered by companies and their plans to integrate generative AI solutions. Going forward, though, think about the issues when acquiring new generative AI software. Ask about how the vendor’s infrastructure is housed and identify the risks involved. And, if OpenAI expands its enterprise capabilities, consider the implications. What extra features will the off-the-shelf solutions provide? Do you need them? Will OpenAI become the Microsoft Office of your AI infrastructure?
Why you should care
With the voluminous media coverage of Open AI’s drama, you likely will see pushback on generative AI. In my social feeds, many marketers say they’re tired of the corporate soap opera that is irrelevant to their work.
They are half right. What Sam said and how Ilya responded, heart emojis, and how much the Twitch guy got for three days of work are fodder for the Netflix series sure to emerge. (Robert’s money is on Michael Cera starring.)
They’re wrong about its relevance to marketing. They must be experiencing attentional bias – paying more attention to some elements of the big event and ignoring others. OpenAI’s struggle is entertaining, no doubt. You’re glued to the drama. But understanding what happened with the events directly relates to your ability to manage similar ones successfully. That’s the part you need to get right.
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Cover image by Joseph Kalinowski/Content Marketing Institute
MARKETING
The Complete Guide to Becoming an Authentic Thought Leader

Introduce your processes: If you’ve streamlined a particular process, share it. It could be the solution someone else is looking for.
Jump on trends and news: If there’s a hot topic or emerging trend, offer your unique perspective.
Share industry insights: Attended a webinar or podcast that offered valuable insights. Summarize the key takeaways and how they can be applied.
Share your successes: Write about strategies that have worked exceptionally well for you. Your audience will appreciate the proven advice. For example, I shared the process I used to help a former client rank for a keyword with over 2.2 million monthly searches.
Question outdated strategies: If you see a strategy that’s losing steam, suggest alternatives based on your experience and data.
5. Establish communication channels (How)
Once you know who your audience is and what they want to hear, the next step is figuring out how to reach them. Here’s how:
Choose the right platforms: You don’t need to have a presence on every social media platform. Pick two platforms where your audience hangs out and create content for that platform. For example, I’m active on LinkedIn and X because my target audience (SEOs, B2B SaaS, and marketers) is active on these platforms.
Repurpose content: Don’t limit yourself to just one type of content. Consider repurposing your content on Quora, Reddit, or even in webinars and podcasts. This increases your reach and reinforces your message.
Follow Your audience: Go where your audience goes. If they’re active on X, that’s where you should be posting. If they frequent industry webinars, consider becoming a guest on these webinars.
Daily vs. In-depth content: Balance is key. Use social media for daily tips and insights, and reserve your blog for more comprehensive guides and articles.
Network with influencers: Your audience is likely following other experts in the field. Engaging with these influencers puts your content in front of a like-minded audience. I try to spend 30 minutes to an hour daily engaging with content on X and LinkedIn. This is the best way to build a relationship so you’re not a complete stranger when you DM privately.
6. Think of thought leadership as part of your content marketing efforts
As with other content efforts, thought leadership doesn’t exist in a vacuum. It thrives when woven into a cohesive content marketing strategy. By aligning individual authority with your brand, you amplify the credibility of both.
Think of it as top-of-the-funnel content to:
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Build awareness about your brand
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Highlight the problems you solve
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Demonstrate expertise by platforming experts within the company who deliver solutions
Consider the user journey. An individual enters at the top through a social media post, podcast, or blog post. Intrigued, they want to learn more about you and either search your name on Google or social media. If they like what they see, they might visit your website, and if the information fits their needs, they move from passive readers to active prospects in your sales pipeline.
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