Ep. 16 | Quick Tips on Mapping Your Content to Your Customer’s Journey

Karrie Sundbom joins the Rethink Marketing Podcast to discuss mapping content to customer journey.

In this episode of the Rethink Podcast, we meet with Karrie Sundbom, senior manager for content marketing at Act-On. She tells us a bit about her role and responsibilities at Act-On, as well as shares a few tips on how to map your content to your buyer’s journey.


  • Who is your buyer?
  • Who is the decision maker?
  • Where do they get their content?
  • What content are they looking for?


  • Create your content!
  • You may need to create for the different personas within your target audience (CMO, CFO, CIO, etc.)
  • How to prioritize what content you create first


  • What channels do you place your content?
  • Where are the people you’re trying to reach living?
  • There are options for all budgets
  • Determine how you’ll measure how your content plays on a channel

Want to learn more tips about Content Marketing? Check out this great post: Content Marketing on a Shoestring.