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Content and Customer Journeys

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How determine your organization's readiness for change, and bring teams together to create a shared organizational vision around content. Identify gaps in content, and learn to map opportunities to build a content mix that meets both business and audience goals.

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Content and Customer Journeys

  1. 1. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Melissa Breker Content Strategy Inc. Mapping Content to the Customer Journey @Team_CS_Inc | @MelissaBreker | #collectiveconf
  2. 2. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Hello!
  3. 3. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon©2016 Content
  4. 4. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
  5. 5. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
  6. 6. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon 41 hours
  7. 7. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon The food … ©2016 Content Strategy Inc ContentStrategyInc.com @melissabreker
  8. 8. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Or… my Australian version ©2016 Content ©2016 Content Strategy Inc ContentStrategyInc.com @melissabreker
  9. 9. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
  10. 10. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
  11. 11. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
  12. 12. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
  13. 13. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon What’s up for today? The best road trip ….
  14. 14. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon©2016 Content In reality 2 cassettes Trapped in the back Brother and sisters fighting
  15. 15. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon It got me thinking
  16. 16. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon What we hear ….
  17. 17. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon What we hear ….
  18. 18. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon What we hear ….What we hear ….
  19. 19. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon It comes down to… It comes down to gaps…
  20. 20. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon It comes down to gaps…
  21. 21. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon It comes down to gaps…
  22. 22. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon We need to align people and process.
  23. 23. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon • 3 to 10 times click through and conversion rates • $300 Million in margins by matching messaging to buyer journey.
  24. 24. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon What’s up for today? Content mapping is a tool that can bring teams and content together.
  25. 25. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon • 3 to 10 times click through and conversion rates • $300 Million in margins by matching messaging to buyer journey. A new perspective ©2016 Content Strategy Inc ContentStrategyInc.com @melissabreker
  26. 26. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon What we’re talking about today How to enjoy the journey Determine how you’ll get there Know your audience ©2016 Content Strategy Inc ContentStrategyInc.com @melissabreker
  27. 27. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
  28. 28. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Understand your team and stakeholders (hint: It’s not about you)
  29. 29. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Director of Digital UX Product Manager Content Project manager
  30. 30. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Look at the big picture… • What’s working and not working? • What’s the impact? • What could we do differently in order to solve the problem? • Who need to be part of the conversation moving forward? (like Kerry mentioned yesterday) :) ©2016 Content Strategy Inc ContentStrategyInc.com @melissabreker
  31. 31. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Different people have different priorities ©2016 Content Strategy Inc ContentStrategyInc.com @melissabreker May prioritize May neglect Content impact Business • Budget | ROI • Schedule • Deliverables • User experience • Project risks • Doesn’t meet user needs • Missed deadlines
  32. 32. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Different people have different priorities ©2016 Content Strategy Inc ContentStrategyInc.com @melissabreker May prioritize May neglect Content impact UX | CX manager • Audience needs • Research • Visual design • Content analysis • SEO • Content planning • Business objectives side-lined • Lack source material, time, or budget
  33. 33. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Influencer map ©2016 Content Strategy Inc ContentStrategyInc.com @melissabreker Importance Level of support People to influence Change agents Change facilitators Minor skeptics
  34. 34. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Influencer map ©2016 Content Strategy Inc ContentStrategyInc.com @melissabreker Importance Level of support Business stakeholder TomMark Susan UX | CX Marketing Joan Frank Jim
  35. 35. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Now that we’ve know who to invite, let’s look at what you know about your customers… • Now that you have a case to move forward, let’s look at getting into the work. ©2016 Content Strategy Inc ContentStrategyInc.com @melissabreker
  36. 36. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Understand your customers
  37. 37. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon What do you know? Information about buying decisions Sales people Call center | customer service information ©2016 Content Strategy Inc ContentStrategyInc.com @melissabreker
  38. 38. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon What do you know? Google analytics: •Feature usage, where customers drop off your site, conversion rates, etc. Feedback information ©2016 Content Strategy Inc ContentStrategyInc.com @melissabreker
  39. 39. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon©2016 Content Strategy Inc ContentStrategyInc.com @melissabreker What do you need?
  40. 40. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon What we’re talking about today How to enjoy the journey Determine how you’ll get there Know your audience ©2016 Content Strategy Inc ContentStrategyInc.com @melissabreker
  41. 41. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
  42. 42. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon How can you create better experiences with content?
  43. 43. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Start high-level with customer journeys, then narrow your focus to content journeys.
  44. 44. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Customer journeys
  45. 45. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon A customer journey looks at what a person experiences at every stage of their relationship with a company. W h a t ’s a c u s t o m e r j o u r n e y ?
  46. 46. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon • Getting the IKEA magazine • Browsing for ideas on ikea.com • Shopping at IKEA • Talking to IKEA staff • Building IKEA furniture • Picking up spare parts • Using IKEA furniture What if you’re unhappy? What if you’re hungry? I n t h e r e a l w o r l d …
  47. 47. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
  48. 48. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Context or
  49. 49. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Customer Journeys – In Practice ©2016 Content Strategy Inc ContentStrategyInc.com @melissabreker
  50. 50. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Customer journey stages 1. Awareness 2. Research 3. Decision-making 4. Purchase 5. Support 6. Advocacy ©2016 Content Strategy Inc ContentStrategyInc.com @melissabreker Identify customer behaviours and motivations that map to key business-relationship stages.
  51. 51. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon So, what about content journeys?
  52. 52. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon W h a t ’ s a c o n t e n t j o u r n e y ? A content journey shows how content strengthens the customer experience at each touch point, in each stage.
  53. 53. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon felt more positive after reading custom content. (Demand Metric, 2014)
  54. 54. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon 3 10times conversions to (McKinsey & Company, June 2014)
  55. 55. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon $300 M in margins by matching content to journey stages (McKinsey & Company, June 2014)
  56. 56. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
  57. 57. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Content Journeys ©2016 Content Strategy Inc ContentStrategyInc.com @melissabreker Tasks and content needs
  58. 58. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Content Journeys ©2016 Content Strategy Inc ContentStrategyInc.com @melissabreker For each stage, ask: For this persona, at this stage of the journey, what topics will most resonate with them? What will trigger them on to the next stage? What tasks are they looking to complete? What information are they trying to find?
  59. 59. Break down silosAdaptive P e r s o n a s
  60. 60. Or, build a composite customer profile that you can work with.
  61. 61. We’ve talked about: • Customer journey stages • Personas Let’s get mapping… :
  62. 62. Mapping the content journey • Brainstorming • Early designs • Conceptual designs • Detailed requirements
  63. 63. For every persona For every journey stage B ra i n s t o r m i n g
  64. 64. Think about content… • Experiences • Types and formats • Channels • Purposes • Topics • Messages • Triggers.
  65. 65. Today, we’re looking at: • Purposes • Topics • Messages • Triggers
  66. 66. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon How can content support your audience along the way?
  67. 67. C o n t e n t p u r p o s e s
  68. 68. • To educate • To entertain • To inform • To inspire • To challenge • To motivate C o n t e n t p u r p o s e s
  69. 69. What is Content Strategy? Break down silosAdaptive Content Behavioural Emotional Mental C o n t e n t t o p i c s
  70. 70. What is Content Strategy? Break down silosAdaptive Content Behavioural Emotional Mental Decision making • What do I need to know about the service? • Who do I know that has used this service? • How much does it cost? Advocacy • How will I share with others? C o n t e n t t o p i c s
  71. 71. Brand (emotional) Product (intellectual) C o n t e n t m e s s a g e s
  72. 72. Brand (emotional) Product (intellectual) C o n t e n t m e s s a g e s
  73. 73. C o n t e n t t r i g g e r s Motivational + Enabling C o n t e n t t r i g g e r s
  74. 74. C o n t e n t t r i g g e r s Here’s how. It’s easy. Help someone in need. Motivational + Enabling C o n t e n t t r i g g e r s
  75. 75. Putting it together…  Brainstorming • Early designs • Conceptual designs • Detailed requirements
  76. 76. Again, start high-level then narrow your focus.
  77. 77. High-level topics & messages only. Break it down later. Audience: Project working team E a r l y d e s i g n s
  78. 78. Putting it together…  Brainstorming  Early designs • Conceptual designs • Detailed requirements
  79. 79. Audience: Project stakeholders Conceptual designs
  80. 80. Putting it together…  Brainstorming  Early designs  Conceptual designs • Detailed requirements
  81. 81. Audience: Implementers D e t a i l e d r e q u i r e m e n t s © Brain Traffic 2013
  82. 82. Putting it together…  Brainstorming  Early designs  Conceptual designs  Detailed requirements
  83. 83. rm Let’s try it together!
  84. 84. Persona: Father Company: Online Retail store Journey stage: Research S c e n a r i o
  85. 85. Persona: Father Company: Online Retail store Journey stage: Research S c e n a r i o Think about: Purpose Content topics Content messages Content triggers
  86. 86. Persona: Father Company: Online Retail store Journey stage: Research S c e n a r i o Think about: Purpose Content topics Content messages Content triggers
  87. 87. Scenario: Father + online retailer Research Topics • Men's watches • Warranty • Cost • Time for delivery
  88. 88. What we’re talking about today How to enjoy the journey Determine how you’ll get there Know who’s in the car ©2016 Content Strategy Inc ContentStrategyInc.com @melissabreker
  89. 89. How to enjoy the journey
  90. 90. Common truths Shared experiences S t a y h i g h l e v e l
  91. 91. One persona One journey stage One product element G e t u l t r a - s p e c i f i c ©2016 Content Strategy Inc ContentStrategyInc.com @melissabreker
  92. 92. Above all, do what you can implement
  93. 93. Why?
  94. 94. Why? • Better team communication • Shared vision, goals, and priorities • Reduced costs
  95. 95. Get the right resources Set expectations Communicate
  96. 96. What we’re talking about today How to enjoy the journey Determine how you’ll get there Know who’s in the car ©2016 Content Strategy Inc ContentStrategyInc.com @melissabreker
  97. 97. In review: Who Who Questions Tool Internal audience • What do they care about? • How do they measure success? • Who else should attend? Influencer map
  98. 98. In review: Who Who Questions Tool External audience • What do you know for sure? (data) • How do they need? • What is your budget for research? Persona
  99. 99. In review: How Invite + Project team + Treats + Stickies + Sharpies+
  100. 100. What’s the impact? “We can see where there are gaps in the information we provide.” “We have clear priorities and we know what to fix.” “We’re finally on the same page. Thank you.”
  101. 101. R e s o u r c e s Today’s slides: www.contentstrategyinc.com/collective-slides Mapping content to customer journeys, by Kathy Wagner, 2014
  102. 102. Personas • “How To and Tools – Personas” by Usability.gov. • “Connected UX” by Aarron Walter August 2013. • Communicating Design: Developing Web Site Documentation for Design and Planning by Dan Brown. 2010 Customer Journeys • “Mapping the Journey Experience Beyond the Screen” by Jamin Hegeman/ Adaptive Path. May 2012. • “Improving UX with Customer Journey Maps” by Jacek Samsel. May 2013. • “Customer Journey Maps – A ‘Quick And Dirty’ Technique To Create Them” by Tomasz Czajkowski/ UsabilityGeek.com. October 2013 R e s o u r c e s
  103. 103. Hit the road!
  104. 104. Thanks! Melissa Breker Co-founder Content Strategy Inc. ContentStrategyInc.com @melissabreker
  105. 105. Questions?

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