User Journey Content Strategy

SOA was experiencing inconsistent SEO performance, limited organic reach across regions, and content gaps. Its website didn’t match user intent, and users struggled to find critical services such as market entry, supply chain, and corporate services. 

Because language on the site was limited and much of SOA’s content was country specific, the company wasn’t achieving the international discoverability crucial for growing its brand. Odyyc worked with SOA on a digital marketing strategy to unify brand and business goals and improve the company’s digital footprint. 

Workshop Focus on Persona Motivations and Frustrations

Our team facilitated a workshop with SOA leaders to develop a clearly defined brand that would guide content strategy and SEO strategy. The workshop started with an activity to define personas that represented SOA’s ideal customer. 

SOA’s ideal customer wanted to operate and grow business in Vietnam and across ASEAN. They were visiting the website to understand the benefits of working with SOA and how to explore new markets. We developed personas that value expertise, boldness, benevolence, passion, and transparency. 

After identifying target personas and creating a brand personality, our team mapped the user journey based on the persona’s motivations and frustrations. SOA’s target customer wanted to expand efficiently into a new market with a trusted partner. They were experiencing a lack of local support and cultural misunderstandings. 

We built an SEO strategy around direct and indirect keywords such as “supply chain sourcing in Vietnam” and “global logistics operations.” To boost SEO and enhance online visibility, we worked with SOA to create a content plan centered on the “bait and hook” framework. We provided SOA with content recommendations and templates for each stage of the marketing funnel, from educational case studies to build awareness to service pages made for conversion. 

Since SOA’s target audience consisted of COOs and other busy executives, our CX strategy included a sitemap that enhanced the user experience. Our recommendations would make the website more intuitive. 

SOA’s target customers come from multiple markets, including those speaking English, French, and German. We tailored our SEO strategy for each to improve online discoverability across the globe. 

SEO and User Journey Recommendations

When we began our work with SOA, we found a website with a lot of potential. It was just disjointed and inconsistent. Our team worked closely with the company to create a cohesive content strategy centered around user intent and experience. 

Our Framework for Strategy provided an optimized site map with structured landing pages for different services and countries. Content templates and guidelines would drive consistent branding and messaging. An editorial content calendar would allow SOA to post consistently and boost SEO. We also provided technical SEO recommendations about loading speed, mobile design, and multilingual user experience to upgrade the customer journey.

SOA gained the ability to grow digitally in specific countries, namely France, Germany, and Singapore. Rather than simply publishing content, SOA could enhance its return on investment in its website through funnel engagement, increased regional traffic, and improved keyword performance.