Identifying marketing content and messaging needs to fuel long-term customer retention and growth.
I worked with a cross functional team from Research & Insights, Communications Strategy, Creative and Experience Strategy to develop an actionable content strategy with specific tactics aligned to the proposed communications strategy for Zebra Technologies.
My content strategy counter part, Lauren, and I reviewed the research compiled around the Zebra Technologies post-purchase customer journey. Our focus was on three of their priority buyer personas—Channel Partner, Decision Maker, and End User.
Journey maps and quantitative data around user content needs, wants, questions and most common problems to solve, along with the communications strategy, helped to inform the 10 specific content tactics we developed for Zebra's use.
