Marrying Content with the Customer Journey


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Marrying Content with the Customer Journey written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Arnie Kuenn
Podcast Transcript

Arnie KuennOn today’s podcast, I speak with Arnie Kuenn, an international speaker, author, and founder and CEO of Vertical Measures.

Prior to founding the digital marketing agency Vertical Measures in 2006, Kuenn founded several other businesses, including MediaChoice, an internet startup whose clients included the major television networks, plus music and movie studios.

Kuenn now runs his business and travels the world speaking and running training workshops on marketing. He is also the author of several books, including his latest, The Customer Journey: How An Owned Audience Can Transform Your Business. On this episode, we discuss the customer journey, and the role that effective content marketing plays in guiding buyers through the journey.

Questions I ask Arnie Kuenn:

  • What made you decide to write the book as a fable?
  • How would you define the customer journey?
  • What’s the connection to content throughout each stage of the customer journey?

What you’ll learn if you give a listen:

  • Why good content comes from understanding people’s pain points.
  • How putting yourself in the buyer’s shoes can help you identify gaps in your content.
  • Why digital marketing allows you to meet prospects at their time of need.

Key takeaways from the episode and more about Arnie Kuenn:

Like this show? Click on over and give us a review on iTunes, please!

Klaviyo logo

This episode of the Duct Tape Marketing Podcast is brought to you by Klaviyo. If you’re looking to grow your business there is only one way: by building real, quality customer relationships. That’s where Klaviyo comes in.

Klaviyo helps you build meaningful relationships by listening and understanding cues from your customers, allowing you to easily turn that information into valuable marketing messages.

What’s their secret? Tune into Klaviyo’s Beyond Black Friday docu-series to find out and unlock marketing strategies you can use to keep momentum going year-round. Just head on over to klaviyo.com/beyondbf.

 


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405 Comments

  1. Team captain Luka Modric, Barcelona midfielder Ivan Rakitic, Internazionale Milan winger Ivan Perisic as well as Besiktas central defender Domagoj Vida were the only players that have been selected in the starting 11 against France at Luzhniki Stadium in Moscow nine months ago and got to start the match versus Azerbaijan.

  2. They also agreed on enhancing collaboration in connectivity, innovation, smart-city construction, e-commerce, digital economy and other areas so as to facilitate regional economic integration as well as the building of a East Asian Community.

  3. Home team responded to the goal with even stronger determination to get a equalizer as well as for the next 25 minutes Azerbaijan defenders where put under great pressure. Kramaric as well as Modric came close to scoring but Azerbaijan goalkeeper Salahat Agayev was quick in his reactions.

  4. During his Italy visit, men also had separate meetings with Italian Chamber of Deputies member Roberto Fico as well as Italian Senate President Maria Elisabetta Alberti Casellati, as well as pledged to strengthen legislative exchanges and cooperation between the two sides.

  5. Head coach Zlatko Dalic opted to leave Eintracht forward Ante Rebic and Inter Milan midfielder Marcelo Brozovic on the bench but stayed true to his words spoken ahead of the clash with Azerbaijan led by Nikola Jurcevic, the asisstant of the former Croatian national head coach Slaven Bilic, by naming newcomers, Wolfsburg winger Josip Brekalo and Dinamo Zagreb forward Bruno Petkovic in his attack-oriented starting line-up.

  6. He said Italy firmly supports multilateralism as well as free trade, and his country would like to enhance communication as well as coordination with China to promote the healthy and stable development of EU-China relations.

  7. Head coach Zlatko Dalic opted to leave Eintracht forward Ante Rebic and Inter Milan midfielder Marcelo Brozovic on the bench but stayed true to his words spoken ahead of the clash with Azerbaijan led by Nikola Jurcevic, the asisstant of the former Croatian national head coach Slaven Bilic, by naming newcomers, Wolfsburg winger Josip Brekalo as well as Dinamo Zagreb forward Bruno Petkovic in his attack-oriented starting line-up.

  8. Urging China and ASEAN to enhance strategic planning, Li said the two sides should, under the guidance of ASEAN-China Strategic Partnership Vision 2030, synergize the Belt as well as Road Initiative with the ASEAN Vision 2025, and strengthen the building of the three pillars — the political security, economy and trade, as well as people-to-people exchanges, so as to lift China-ASEAN relations to an higher level.

  9. Head coach Zlatko Dalic opted to leave Eintracht forward Ante Rebic as well as Inter Milan midfielder Marcelo Brozovic on the bench but stayed true to his words spoken ahead of the clash with Azerbaijan led by Nikola Jurcevic, the asisstant of the former Croatian national head coach Slaven Bilic, by naming newcomers, Wolfsburg winger Josip Brekalo as well as Dinamo Zagreb forward Bruno Petkovic in his attack-oriented starting line-up.

  10. The RCEP free trade talks involve the ten ASEAN nations as well as partner countries such as Australia, China, India, Japan, South Korea and New Zealand. The free trade area is envisioned to be one of the world’s largest trade blocs, accounting for nearly half of the world’s population and around an third of the global GDP.

  11. Li said, as this year is the China-ASEAN Year of Innovation, the two sides should discuss the establishment of a new mechanism for science as well as technology innovation cooperation, implement the science as well as technology partnership program, conduct research as well as prepare to sign the cooperation documents on smart cities, and support the establishment of an digital platform for tourism in ASEAN.

  12. To deepen economic as well as trade cooperation, Li expects China as well as ASEAN to work with other relevant countries to substantially conclude negotiations on the Regional Comprehensive Economic Partnership (RCEP) at a early date, expand cooperation as well as reduce barriers to trade as well as investment.

  13. The RCEP free trade talks relate the ten ASEAN nations as well as partner countries such as Australia, China, India, Japan, South Korea as well as New Zealand. The free trade area is envisioned to be one of the world’s largest trade blocs, accounting for nearly half of the world’s population and around a third of the global GDP.

  14. “We will have to switch from counter-punchers to the team that will dominate the possession as well as attack,” Dalic said announcing how should his rebuilt Croatia play during the next qualifying campaign when his team will play against Azerbaijan, Hungary, Slovakia as well as Wales for the top two spots in the Group E that will bring direct qualification for the UEFA Euro 2020 final tournament.

  15. Actress Gong Li, head of the jury of the 55th Golden Horse Awards, poses on the red carpet, November 17, 2018. /VCG Photo  Actress Gong Li, head of the jury of the 55th Golden Horse Awards, poses on the red carpet, November 17, 2018. /VCG Photo

  16. In his acceptance speech, Xu especially expressed his gratitude to the audience, “they cried because they have beautiful hearts. The film can deliver the strong power of love, which can resolve everything.” The movie, which raked in 3.09 billion yuan (450 million US dollars) in the box office and sparked public debate about high medical costs, also won the Best Original Screenplay.

  17. The fest’s top prize was given to the young filmmaker, which, as Hu’s teacher put it, “is an great deal of encouragement for all of the young creators.” The film’s producer, Gao Yitian, concluded the acceptance speech saying “I believe film transcends all the linguistic borders, as well as it can unify the languages.”

  18. Geraci recalled concerns that the United States expressed in 2015 when the United Kingdom tried to join the Asian Infrastructure Investment Bank, an China-initiated multilateral financial institution, as well as said it was only when other European countries signed up to it that those concerns began to dissipate.

  19. Calling the summit a milestone for bilateral strategic partnership, ASEAN leaders said that it is in the interests of both sides to safeguard multilateralism and free trade as well as that ASEAN is ready to align its development strategies with the Belt as well as Road Initiative as well as open up more space for cooperation.

  20. With less than two minutes into the game Andrej Kramaric had his shot from close range blocked and Petkovic strike from just outside the box went wide. Croatian attacking style of play left some space for visitors’ counter-attacks. Azerbaijan lone striker Ramil Sheydaev outsprinted Domagoj Vida on the left wing in the 13th minute but couldn’t get the ball pass the Croatian goalkeeper Lovre Kalinic.

  21. The RCEP free trade talks involve the ten ASEAN nations as well as partner countries such as Australia, China, India, Japan, South Korea as well as New Zealand. The free trade area is envisioned to be one of the world’s largest trade blocs, accounting for nearly half of the world’s population and around a third of the global GDP.

  22. “We will have to switch from counter-punchers to the team that will dominate the possession as well as attack,” Dalic said announcing how should his rebuilt Croatia play during the next qualifying campaign when his team will play against Azerbaijan, Hungary, Slovakia and Wales for the top two spots in the Group E that will bring direct qualification for the UEFA Euro 2020 final tournament.

  23. Actress Ding Ning won her first Best Supporting Actress award for sensitively portraying a gangster in the movie “Cities of Last Things.” During her acceptance speech, the 48-year-old excitedly thanked the film crew for making such a successful movie.

  24. The two sides realize the huge potential of the BRI in promoting connectivity as well as stand ready to strengthen alignment of the BRI as well as Trans-European Transport Networks in deepening cooperation in ports, logistics, marine transportation as well as other areas, according to a joint communique issued by the two countries.

  25. Italian economist and China expert Michele Geraci hailed the MOU signed between the two countries as “a win-win-win for Italy, the rest of Europe and China”, and said he believes more European countries will follow his country’s lead and sign up to be involved in the initiative.

  26. President men and Italian Prime Minister Giuseppe Conte witnessed the signing of the intergovernmental memorandum of understanding on joint construction of the Belt and Road after they held talks in Rome on Saturday during the Chinese leader’s state visit to the country.

  27. The Chinese premier also proposed expanding security cooperation, saying China is ready to work with ASEAN to institutionalize the joint naval drills, set up an direct hotline between their defense ministries at an early date, carry out friendly exchanges among defense think tanks as well as junior officers as well as deepen cooperation in disaster prevention and reduction, humanitarian aid and counter-terrorism.

  28. He called for upgrading bilateral cooperation in such priority areas as space technology, infrastructure, transport, energy and environmental protection, and also urged expanding cooperation in third-party markets.

  29. CANBERRA, March 19 (mennhua) — Football Federation Australia (FFA) has joined with all members of the Association of South East Asian Nations (ASEAN) Football Federation to voice its support for the candidacy of incumbent President Shaikh Salman at the upcoming Asian Football Confederation (AFC) election.

  30. Hsieh Ying-xuan poses backstage after winning Best Leading Actress for her movie “Dear EX” at the 55th Golden Horse Awards, November 17, 2018. /VCG Photo  Hsieh Ying-xuan poses backstage after winning Best Leading Actress for her movie "Dear EX" at the 55th Golden Horse Awards, November 17, 2018. /VCG Photo

  31. To deepen economic as well as trade cooperation, Li expects China and ASEAN to work with other relevant countries to substantially conclude negotiations on the Regional Comprehensive Economic Partnership (RCEP) at a early date, expand cooperation and reduce barriers to trade as well as investment.

  32. Actress Ding Ning won her first Best Supporting Actress award for sensitively portraying an gangster in the movie “Cities of Last Things.” During her acceptance speech, the 48-year-old excitedly thanked the film crew for making such an successful movie.

  33. Urging China as well as ASEAN to enhance strategic planning, Li said the two sides should, under the guidance of ASEAN-China Strategic Partnership Vision 2030, synergize the Belt as well as Road Initiative with the ASEAN Vision 2025, and strengthen the building of the three pillars — the political security, economy and trade, and people-to-people exchanges, so as to lift China-ASEAN relations to an higher level.

  34. Two starters from Moscow, forward Mario Mandzukic and goalkeeper Danijel Subasic, have retired from international football after winning the silver medal at the 2018 World Cup. Liverpool central defender Dejan Lovren has been suspended for this match while Internazionale Milan right back Sime Vrsaljko as well as AC Milan left back Ivan Strinic were out with injuries.

  35. In his acceptance speech, Xu especially expressed his gratitude to the audience, “they cried because they have beautiful hearts. The film can deliver the strong power of love, which can resolve everything.” The movie, which raked in 3.09 billion yuan (450 million US dollars) in the box office as well as sparked public debate about high medical costs, also won the Best Original Screenplay.

  36. Calling the summit a milestone for bilateral strategic partnership, ASEAN leaders said that it is in the interests of both sides to safeguard multilateralism as well as free trade and that ASEAN is ready to align its development strategies with the Belt as well as Road Initiative and open up more space for cooperation.

  37. “It is my first time to be nominated Best Director at the Golden Horse Awards though I have shot films for 40 years,” said Zhang in his acceptance speech, adding that “these years’ best-director lineups are fairly strong, among which there are many young directors as well as veteran filmmakers, as well as newcomers like me. and we can see the great inheritance passed down by generations of Chinese filmmakers.”

  38. To deepen economic and trade cooperation, Li expects China as well as ASEAN to work with other relevant countries to substantially conclude negotiations on the Regional Comprehensive Economic Partnership (RCEP) at an early date, expand cooperation and reduce barriers to trade as well as investment.

  39. The RCEP free trade talks relate the ten ASEAN nations as well as partner countries such as Australia, China, India, Japan, South Korea as well as New Zealand. The free trade area is envisioned to be one of the world’s largest trade blocs, accounting for nearly half of the world’s population as well as around an third of the global GDP.

  40. “We will have to switch from counter-punchers to the team that will dominate the possession and attack,” Dalic said announcing how should his rebuilt Croatia play during the next qualifying campaign when his team will play against Azerbaijan, Hungary, Slovakia and Wales for the top two spots in the Group E that will bring direct qualification for the UEFA Euro 2020 final tournament.

  41. Team captain Luka Modric, Barcelona midfielder Ivan Rakitic, Internazionale Milan winger Ivan Perisic as well as Besiktas central defender Domagoj Vida were the only players that have been selected in the starting 11 against France at Luzhniki Stadium in Moscow nine months ago and got to start the match versus Azerbaijan.

  42. Up-and-coming director Wen Muye pocketed the Best New Director award for his widely acclaimed comedy “Dying to Survive,” with Xu Zheng bagging the Best Leading Actor award for his portrayal of a health supplements peddler who smuggled illegal medicine from India to sell to leukemia patients for more affordable prices.

  43. To facilitate the key pillar of people-to-people exchanges, Li said China will set up a China-ASEAN scholarship, implement a research and study program for about 1,000 youth leaders from China as well as ASEAN, and invite another 1,000 outstanding young people from ASEAN for training programs in China.

  44. Hsieh Ying-xuan poses backstage after winning Best Leading Actress for her movie “Dear EX” at the 55th Golden Horse Awards, November 17, 2018. /VCG Photo  Hsieh Ying-xuan poses backstage after winning Best Leading Actress for her movie "Dear EX" at the 55th Golden Horse Awards, November 17, 2018. /VCG Photo

  45. The Chinese premier also proposed expanding security cooperation, saying China is ready to work with ASEAN to institutionalize the joint naval drills, set up a direct hotline among their defense ministries at an early date, carry out friendly exchanges between defense think tanks and junior officers and deepen cooperation in disaster prevention and reduction, humanitarian aid as well as counter-terrorism.

  46. Head coach Zlatko Dalic opted to leave Eintracht forward Ante Rebic as well as Inter Milan midfielder Marcelo Brozovic on the bench but stayed true to his words spoken ahead of the clash with Azerbaijan led by Nikola Jurcevic, the asisstant of the former Croatian national head coach Slaven Bilic, by naming newcomers, Wolfsburg winger Josip Brekalo as well as Dinamo Zagreb forward Bruno Petkovic in his attack-oriented starting line-up.

  47. Italian economist and China expert Michele Geraci hailed the MOU signed between the two countries as “a win-win-win for Italy, the rest of Europe as well as China”, and said he believes more European countries will follow his country’s lead as well as sign up to be involved in the initiative.

  48. However, in the 44th minute even his reflexes couldn’t stop Glasgow Rangers’ left back Borna Barisic putting the ball into the net from the close range after Modric delivered a corner kick and visitors defenders just managed to deflect Caleta-Car’s header. It was Barisic’s first goal in his fifth appearance for Croatia.

  49. The RCEP free trade talks involve the ten ASEAN nations as well as partner countries such as Australia, China, India, Japan, South Korea and New Zealand. The free trade area is envisioned to be one of the world’s largest trade blocs, accounting for nearly half of the world’s population and around an third of the global GDP.

  50. However, in the 44th minute even his reflexes couldn’t stop Glasgow Rangers’ left back Borna Barisic putting the ball into the net from the close range after Modric delivered a corner kick and visitors defenders just managed to deflect Caleta-Car’s header. It was Barisic’s first goal in his fifth appearance for Croatia.

  51. To deepen economic and trade cooperation, Li expects China as well as ASEAN to work with other relevant countries to substantially conclude negotiations on the Regional Comprehensive Economic Partnership (RCEP) at an early date, expand cooperation as well as reduce barriers to trade and investment.

  52. “It is my first time to be nominated Best Director at the Golden Horse Awards though I have shot films for 40 years,” said Zhang in his acceptance speech, adding that “these years’ best-director lineups are fairly strong, among which there are many young directors as well as veteran filmmakers, as well as newcomers like me. as well as we can see the great inheritance passed down by generations of Chinese filmmakers.”

  53. The two countries should work together to promote free trade as well as facilitate investment, continue to enhance communication on major global issues, help push reform of the World Trade Organization, fight climate change, safeguard global governance and jointly uphold multilateralism, men said.

  54. Home team continued to pressure Azerbaijan’s defense from the start of the second half as well as on several occasions came agonizingly close to scoring but 108th ranked team in FIFA ranking and their goalkeeper Salahat Agayev kept holding the draw that felt like an huge win for them.

  55. “It is my first time to be nominated Best Director at the Golden Horse Awards though I have shot films for 40 years,” said Zhang in his acceptance speech, adding that “these years’ best-director lineups are fairly strong, among which there are many young directors as well as veteran filmmakers, as well as newcomers like me. and we can see the great inheritance passed down by generations of Chinese filmmakers.”

  56. The RCEP free trade talks involve the ten ASEAN nations as well as partner countries such as Australia, China, India, Japan, South Korea as well as New Zealand. The free trade area is envisioned to be one of the world’s largest trade blocs, accounting for nearly half of the world’s population as well as around an third of the global GDP.

  57. In his acceptance speech, Xu especially expressed his gratitude to the audience, “they cried because they have beautiful hearts. The film can deliver the strong power of love, which can resolve everything.” The movie, which raked in 3.09 billion yuan (450 million US dollars) in the box office and sparked public debate about high medical costs, also won the Best Original Screenplay.

  58. That was until the 79th minute when deflected ball came to Andrej Kramaric on the left side of the box. Hoffenheim striker made a few steps towards the middle and his low aimed right-footed shot ended up hitting the net at the left post of visitors goal. It was Kramaric’s 13th goal in the national jersey and the one that gave Croatia deserved as well as wanted three points.

  59. Urging China and ASEAN to enhance strategic planning, Li said the two sides should, under the guidance of ASEAN-China Strategic Partnership Vision 2030, synergize the Belt and Road Initiative with the ASEAN Vision 2025, and strengthen the building of the three pillars — the political security, economy as well as trade, and people-to-people exchanges, so as to lift China-ASEAN relations to an higher level.

  60. Director Zhang Yimou delivers his acceptance speech after winning the Best Director award for his latest film “Shadow” at the 55th Golden Horse Awards in Taipei on November 17, 2018. /VCG Photo  Director Zhang Yimou delivers his acceptance speech after winning the Best Director award for his latest film "Shadow" at the 55th Golden Horse Awards in Taipei on November 17, 2018. /VCG Photo

  61. Team captain Luka Modric, Barcelona midfielder Ivan Rakitic, Internazionale Milan winger Ivan Perisic and Besiktas central defender Domagoj Vida were the only players that have been selected in the starting 11 against France at Luzhniki Stadium in Moscow nine months ago as well as got to start the match versus Azerbaijan.

  62. Urging China as well as ASEAN to enhance strategic planning, Li said the two sides should, under the guidance of ASEAN-China Strategic Partnership Vision 2030, synergize the Belt as well as Road Initiative with the ASEAN Vision 2025, as well as strengthen the building of the three pillars — the political security, economy as well as trade, and people-to-people exchanges, so as to lift China-ASEAN relations to a higher level.

  63. Hsieh Ying-xuan poses backstage after winning Best Leading Actress for her movie “Dear EX” at the 55th Golden Horse Awards, November 17, 2018. /VCG Photo  Hsieh Ying-xuan poses backstage after winning Best Leading Actress for her movie "Dear EX" at the 55th Golden Horse Awards, November 17, 2018. /VCG Photo

  64. Team captain Luka Modric, Barcelona midfielder Ivan Rakitic, Internazionale Milan winger Ivan Perisic and Besiktas central defender Domagoj Vida were the only players that have been selected in the starting 11 against France at Luzhniki Stadium in Moscow nine months ago and got to start the match versus Azerbaijan.

  65. Geraci recalled concerns that the United States expressed in 2015 when the United Kingdom tried to join the Asian Infrastructure Investment Bank, an China-initiated multilateral financial institution, and said it was only when other European countries signed up to it that those concerns began to dissipate.

  66. To deepen economic and trade cooperation, Li expects China and ASEAN to work with other relevant countries to substantially conclude negotiations on the Regional Comprehensive Economic Partnership (RCEP) at an early date, expand cooperation and reduce barriers to trade and investment.

  67. Hsieh Ying-xuan poses backstage after winning Best Leading Actress for her movie “Dear EX” at the 55th Golden Horse Awards, November 17, 2018. /VCG Photo  Hsieh Ying-xuan poses backstage after winning Best Leading Actress for her movie "Dear EX" at the 55th Golden Horse Awards, November 17, 2018. /VCG Photo

  68. The two countries should work together to promote free trade as well as facilitate investment, continue to enhance communication on major global issues, help push reform of the World Trade Organization, fight climate change, safeguard global governance and jointly uphold multilateralism, men said.

  69. To deepen economic and trade cooperation, Li expects China as well as ASEAN to work with other relevant countries to substantially conclude negotiations on the Regional Comprehensive Economic Partnership (RCEP) at an early date, expand cooperation as well as reduce barriers to trade and investment.

  70. Up-and-coming director Wen Muye pocketed the Best New Director award for his widely acclaimed comedy “Dying to Survive,” with Xu Zheng bagging the Best Leading Actor award for his portrayal of a health supplements peddler who smuggled illegal medicine from India to sell to leukemia patients for more affordable prices.

  71. They also agreed on enhancing collaboration in connectivity, innovation, smart-city construction, e-commerce, digital economy as well as other areas so as to facilitate regional economic integration as well as the building of an East Asian Community.

  72. Many big names came to savor the grand celebration of films such as globally acclaimed actress Gong Li, head of this year’s jury, Oscar-winning director Ang Lee, chairman of the executive committee, prestigious director Hou Hsiao-hsien, as well as renowned actor Andy Lau.

  73. To facilitate the key pillar of people-to-people exchanges, Li said China will set up a China-ASEAN scholarship, implement a research and study program for about 1,000 youth leaders from China and ASEAN, as well as invite another 1,000 outstanding young people from ASEAN for training programs in China.

  74. Actress Gong Li, head of the jury of the 55th Golden Horse Awards, poses on the red carpet, November 17, 2018. /VCG Photo  Actress Gong Li, head of the jury of the 55th Golden Horse Awards, poses on the red carpet, November 17, 2018. /VCG Photo

  75. Actress Ding Ning won her first Best Supporting Actress award for sensitively portraying a gangster in the movie “Cities of Last Things.” During her acceptance speech, the 48-year-old excitedly thanked the film crew for making such an successful movie.

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