Find me over at the Creative Innovation Studio blog discussing content strategy customer journeys: Customer Journey Mapping Like a Pro.

Customer-centric marketing campaigns are like those “choose your own adventure” novels, where the reader assumes the role of the main character and chooses the plot’s outcome. Each person in your audience chooses a path in the campaign based on the options you’ve put before them. If you’ve constructed your campaign correctly, all roads lead to conversion and, ultimately, revenue.