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How to use content mapping to collaborate: CSInc - Gather Content Webinar 2016

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It’s hard work getting people to change. The challenge is how to convince your team to work with content in a new way. It almost always boils down to the same thing.

It’s this:

Without the right motivation to change, people would rather stick to what they know, even if the status quo is more painful, ineffective, and unsatisfying.

Like all strategic conversations, understanding your current situation and determining the readiness for change in your organisation is an important first step in getting things done.

This presentation highlights how to bring teams together around content via customer journeys to bring a shared vision for your content.

Through this approach, you can identify gaps in your current content and highlight opportunities to build a content mix that meets both business and audience goals.

Published in: Business

How to use content mapping to collaborate: CSInc - Gather Content Webinar 2016

  1. 1. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Mapping Content to the Customer Journey with Stakeholders Melissa Breker Content Strategy Inc.
  2. 2. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon What’s up for today? Well, hello! Thanks for joining the conversation.
  3. 3. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon I’ve always been curious… • Grew up wrestling crocodiles in Australia (just kidding!) • Transitioned out of marketing into content strategy • Fell in love with supporting change Today I help change the way people think about content through teaching, mentoring, partnering with others, and running workshops. ©2016 Content Strategy Inc @melissabreker Grade 4: Yes, I’m Albert Einstein
  4. 4. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon If you : • Have problems with an inconsistent experience across different channels • Feel frustrated that your team doesn’t communicate with each other • Struggle with knowing how your content is performing Content strategy and content governance is all that we do. We live and breathe this stuff. ©2016 Content Strategy Inc @melissabreker Content Strategy Inc.
  5. 5. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Our clients ©2016 Content Strategy Inc @melissabreker
  6. 6. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon What we hear ….
  7. 7. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon What we hear ….
  8. 8. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon What we hear ….What we hear ….
  9. 9. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon©2016 Content Strategy Inc @melissabreker
  10. 10. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon It comes down to… It comes down to gaps…
  11. 11. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon It comes down to gaps…
  12. 12. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon It comes down to gaps…
  13. 13. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon©2016 Content Strategy Inc @melissabreker
  14. 14. 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.
  15. 15. 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.
  16. 16. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon©2016 Content Strategy Inc . • 3 to 10 times click through and conversion rates • $300 Million in margins by matching messaging to buyer journey. A different perspective
  17. 17. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon What we’re talking about today Setting the stage: People and readiness for change Quick wins for content mapping Customer & content journeys ©2016 Content Strategy Inc @melissabreker
  18. 18. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon What we hear ….
  19. 19. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon ©2016 Content Strategy Inc . @melissabreker Understand your team and stakeholders
  20. 20. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Sorry, it’s not about you…
  21. 21. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Why is it important? ©2016 Content Strategy Inc @melissabreker http://www.octopus-hr.co.uk/hrmoz/article/the-neuroscience-of-change.aspx#sthash.9luchxSt.dpuf
  22. 22. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Different silos have different priorities ©2016 Content Strategy Inc @melissabreker
  23. 23. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Ask… ©2016 Content Strategy Inc @melissabreker • 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?
  24. 24. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Influencer map ©2016 Content Strategy Inc @melissabreker
  25. 25. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon • Now that you have a case to move forward, let’s look at getting into the work. Now that you’ve got your internal audience sorted… let’s look at your external audience.
  26. 26. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon ©2016 Content Strategy Inc . @melissabreker Understand your customers
  27. 27. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon What research do you have about customers? •Information about buying decisions •Sales people| call center | customer service information •Google analytics: Look at any data you have on feature usage, where customers drop off your site, conversion rates, etc. •Whatever feedback information you gather from folks ©2016 Content Strategy Inc @melissabreker
  28. 28. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon POLL: A quick question… When is the last time, you personally talked with customer to ask them questions: • 1- 3 MONTHS • 3 – 6 MONTHS • 6+ MONTHS • NEVER –IT’S NOT PART OF MY ROLE ©2016 Content Strategy Inc @melissabreker
  29. 29. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon POLL: A quick question… When did you talk to a customer about their content needs: •1-3 Months •3-6 Months •6+ Months •Never – It’s not part of my role ©2016 Content Strategy Inc @melissabreker
  30. 30. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Surprised? When is the last time, you personally talked with customer to ask them questions: • 1- 3 MONTHS • 3 – 6 MONTHS • 6+ MONTHS • NEVER –IT’S NOT PART OF MY ROLE ©2016 Content Strategy Inc @melissabreker
  31. 31. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon What we’re talking about today Setting the stage: People and readiness for change Quick wins for content mapping Customer & content journeys ©2016 Content Strategy Inc @melissabreker
  32. 32. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Start high-level with customer journeys, then narrow your focus to content journeys.
  33. 33. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Customer journeys
  34. 34. 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 ?
  35. 35. 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 …
  36. 36. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
  37. 37. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Context
  38. 38. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon©2016 Content Strategy Inc @melissabreker Customer Journeys – In Practice
  39. 39. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Typical customer journey stages ©2016 Content Strategy Inc @melissabreker 1. Awareness 2. Research | Interest 3. Decision-making | Evaluation 4. Purchase | Commitment 5. Advocacy | Referral
  40. 40. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Content journeys
  41. 41. 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.
  42. 42. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon©2016 Content Strategy Inc . • 3 to 10 times click through and conversion rates • $300 Million in margins by matching messaging to buyer journey. “Digitizing the Consumer Decision Journey” McKinsey & Company, June 2014.
  43. 43. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon CONTENT JOURNEY MAPS What content… Experiences? Topics? Types & formats? Messages? Triggers? Distribution channels? ©2016 Content Strategy Inc @melissabreker Content Journey Maps How do you get it done?
  44. 44. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon©2016 Content Strategy Inc @melissabreker Content Journeys
  45. 45. Break down silosAdaptive P e r s o n a s
  46. 46. Putting it together… • Brainstorming • Early designs • Conceptual designs • Detailed requirements
  47. 47. For every persona For every journey stage B r a i n s t o r m i n g
  48. 48. T h i n k a b o u t … • Content purposes • Content topics • Content messages • Content triggers
  49. 49. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon How can content support them along the way?
  50. 50. C o n t e n t p u r p o s e s
  51. 51. • 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
  52. 52. What is Content Strategy? Break down silosAdaptive Content Behavioural Emotional Mental C o n t e n t t o p i c s
  53. 53. 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
  54. 54. Brand (emotional) Product (intellectual) C o n t e n t m e s s a g e s
  55. 55. Brand (emotional) Product (intellectual) C o n t e n t m e s s a g e s
  56. 56. 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
  57. 57. 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
  58. 58. Putting it together…  Brainstorming • Early designs • Conceptual designs • Detailed requirements
  59. 59. Again, start high-level then narrow your focus.
  60. 60. 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
  61. 61. Audience: Project stakeholders Conceptual designs
  62. 62. 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
  63. 63. rm Let’s try it together!
  64. 64. Persona: Mother Company: Online Retail store Journey stage: Research S c e n a r i o
  65. 65. Persona: Mother Company: Online Retail store Journey stage: Research S c e n a r i o Think about: Purpose Content topics Content messages Content triggers
  66. 66. Persona: Mother Company: Online Retail store Journey stage: Research S c e n a r i o Think about: Purpose Content topics Content messages Content triggers
  67. 67. Scenario: Mom + online retailer Research Topics • Ladies watches • Warranty • Cost • Time for delivery
  68. 68. What we’re talking about today Setting the stage: People and readiness for change Customer & content journeys ©2016 Content Strategy Inc @melissabreker Quick wins for content mapping
  69. 69. Quick wins for content mapping
  70. 70. Common truths Shared experiences S t a y h i g h l e v e l
  71. 71. 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 @melissabreker
  72. 72. Above all, do what you can implement
  73. 73. What we’re talking about today Setting the stage: People and readiness for change Customer & the content journeys ©2016 Content Strategy Inc @melissabreker Quick wins for content mapping
  74. 74. In a nutshell…
  75. 75. In a nutshell…
  76. 76. In a nutshell…
  77. 77. What’s the impact? “We’re finally on the same page. Thank you.” “We can see where there are gaps in the information we provide.” “We have clear priorities and we know what to fix.”
  78. 78. Questions?
  79. 79. 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 Unless otherwise specified on page, all photos in this presentation have creative commons license and were sourced through Flickr. Mapping content to customer journeys, by Kathy Wagner, 2014 On Slideshare: Integrating content and customer journeys, CS Inc, 2014
  80. 80. Melissa Breker Co-founder Content Strategy Inc. ContentStrategyInc.com

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