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Mapping Content to Customer Journeys - Kathy Wagner, Design and Content Conference 2015

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You’ve defined your customer journey, but where does content fit in? What do you need to think about?

In this presentation, we’ll show you how to use customer journeys to identify user-focused content requirements and communicate how content can support a larger user experience. We’ll share our process and examples of how we go about mapping content considerations to customer journeys.
We’ll look at how to use customer journeys to identify and communicate insights about:

Content purposes
Content topics
Content types
Content formats
Content messages

Published in: Design
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Mapping Content to Customer Journeys - Kathy Wagner, Design and Content Conference 2015

  1. 1. MAPPING CONTENT TO CUSTOMER JOURNEYS Kathy Wagner Co-Founder & Principal Strategist Content Strategy Inc @kathy_cs_inc @dcontentconf #ContentJourney
  2. 2. @melissabreker #intelcontent If…  Personas  Customer journeys  Content is important @kathy_cs_inc @dcontentconf #ContentJourney
  3. 3. Then, why…  Personas + content  Journeys + content @kathy_cs_inc @dcontentconf #ContentJourney
  4. 4. @kathy_cs_inc @dcontentconf #ContentJourney
  5. 5. “Not a priority” “No budget” “No time” “Not our responsibility” @kathy_cs_inc @dcontentconf #ContentJourney
  6. 6. The truth is you just don’t know how… @kathy_cs_inc @dcontentconf #ContentJourney
  7. 7. … EASY it is. @kathy_cs_inc @dcontentconf #ContentJourney
  8. 8. … HELPFUL it is. @kathy_cs_inc @dcontentconf #ContentJourney
  9. 9. @kathy_cs_inc @dcontentconf #ContentJourney
  10. 10. @kathy_cs_inc @dcontentconf #ContentJourney
  11. 11. Content purpose Content topics Content types & formats Content messages @kathy_cs_inc @dcontentconf #ContentJourney
  12. 12. Agree on definitions @kathy_cs_inc @dcontentconf #ContentJourney
  13. 13. Purpose (Or, what’s the point?): To inspire To educate To inform To entertain To persuade To signpost @kathy_cs_inc @dcontentconf #ContentJourney
  14. 14. Topics: Subject matter that interests your audience. @kathy_cs_inc @dcontentconf #ContentJourney
  15. 15. Content types & formats: Product detail How to Case study News article html Video Audio PDF @kathy_cs_inc @dcontentconf #ContentJourney
  16. 16. Content messages Brand (emotional) Product (intellectual) The new global phenomenon. For ages 8 and up. @kathy_cs_inc @dcontentconf #ContentJourney
  17. 17. Content messages Think concepts, not copy! @kathy_cs_inc @dcontentconf #ContentJourney
  18. 18. AGREE ON DEFINITIONS Let’s get started! @kathy_cs_inc @dcontentconf #ContentJourney
  19. 19. + + @kathy_cs_inc @dcontentconf #ContentJourney Personas
  20. 20. @kathy_cs_inc @dcontentconf #ContentJourney
  21. 21. Or, educated guesses and lots of stickies. @kathy_cs_inc @dcontentconf #ContentJourney
  22. 22. What content will support Austin on his journey with your company? Content mapping @kathy_cs_inc @dcontentconf #ContentJourney
  23. 23. @kathy_cs_inc @dcontentconf #ContentJourney Content purposes
  24. 24. @kathy_cs_inc @dcontentconf #ContentJourney Content purposes Research • Inform
  25. 25. @kathy_cs_inc @dcontentconf #ContentJourney Content purposes Research • Inform
  26. 26. @kathy_cs_inc @dcontentconf #ContentJourney Content purposes Decision • Inform • Persuade Research • Inform
  27. 27. @kathy_cs_inc @dcontentconf #ContentJourney Content topics Decision • Inform • Persuade Research • Inform
  28. 28. @kathy_cs_inc @dcontentconf #ContentJourney Content topics Decision • Inform • Persuade Research • Inform
  29. 29. @kathy_cs_inc @dcontentconf #ContentJourney Content topics Decision • Inform • Persuade Research • Inform
  30. 30. @kathy_cs_inc @dcontentconf #ContentJourney Content topics Decision • Inform • Persuade Research • Inform
  31. 31. @kathy_cs_inc @dcontentconf #ContentJourney Content types Decision • Inform • Persuade Research • Inform
  32. 32. @kathy_cs_inc @dcontentconf #ContentJourney Content types Decision • Inform • Persuade Research • Inform
  33. 33. @kathy_cs_inc @dcontentconf #ContentJourney Content types Decision • Inform • Persuade Research • Inform Advocacy • Reviews • Your story
  34. 34. @kathy_cs_inc @dcontentconf #ContentJourney Content types Decision • Inform • Persuade Research • Inform
  35. 35. @kathy_cs_inc @dcontentconf #ContentJourney Content formats Decision • Inform • Persuade Research • Inform Text / Photos / Videos
  36. 36. @kathy_cs_inc @dcontentconf #ContentJourney Content messages Decision • Inform • Persuade Research • Inform Text / Photos / Videos Research • Affordable • Adventure
  37. 37. @kathy_cs_inc @dcontentconf #ContentJourney Content messages Decision • Inform • Persuade Research • Inform Text / Photos / Videos Research • Affordable • Adventure
  38. 38. @kathy_cs_inc @dcontentconf #ContentJourney Content messages Decision • Inform • Persuade Research • Inform Text / Photos / Videos Research • Affordable • Adventure
  39. 39. @kathy_cs_inc @dcontentconf #ContentJourney Content messages Decision • Inform • Persuade Research • Inform Text / Photos / Videos
  40. 40. Austin @kathy_cs_inc @dcontentconf #ContentJourney
  41. 41. @kathy_cs_inc @dcontentconf #ContentJourney
  42. 42. High-level topics & messages only. Break it down later. What it actually looks like (or Excel) @kathy_cs_inc @dcontentconf #ContentJourney Awareness Advocate
  43. 43. @kathy_cs_inc @dcontentconf #ContentJourney
  44. 44. Common truths Shared experiences Stay high level @kathy_cs_inc @dcontentconf #ContentJourney
  45. 45. www.facebook.com/humansofnewyork One persona One journey stage One content element Get specific @kathy_cs_inc @dcontentconf #ContentJourney
  46. 46. You’re not alone! Some of our clients: @kathy_cs_inc @dcontentconf #ContentJourney
  47. 47. @kathy_cs_inc @dcontentconf #ContentJourney
  48. 48. content Questions? Thanks! @kathy_cs_inc @dcontentconf #ContentJourney
  49. 49. @kathy_cs_inc @dcontentconf #ContentJourney Kathy Wagner

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