Content Leader's Playbook > Step 2 : Identify User Needs

Understanding what brings users to your site, and what they’re doing with your content helps you lay out paths that will lead them to their goal. A well designed journey will motivate and encourage your user to move forward in ways that contribute to their objectives… and to yours. If you take the time to put yourself in the mindset of your audience you will see some typical ways they move through a digital space to gain knowledge. You may also identify obstacles that can impede the path to success. Where do users get hung up? Do they have a hard time finding answers to their questions? Do your categories use logic and language they can relate to? Are there obstacles like clunky membership sign-up that might cause them to give up and not complete the journey? Our full Content Journey Playbook contains worksheets and resources your team can use to get started.