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U of wa mapping content to customer journeys - final

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Mapping content to the customer journey.

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U of wa mapping content to customer journeys - final

  1. 1. Integrating Content into Customer Journeys University of Washington May 1, 2018
  2. 2. What’s a customer journey? A customer journey looks at what a person experiences at every stage of their relationship with a company.
  3. 3. • 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? In the real world…
  4. 4. In our world…
  5. 5. Mapping content to a customer journey • To create great experiences • To build bridges • Because it’s good business
  6. 6. What do you need? PersonasContent-focused user research Customer Journeys
  7. 7. Aware Research Decide Use Support Advocacy Purpose Topics Types Formats Channels Messages
  8. 8. Agree on definitions
  9. 9. Purpose (author perspective): To inspire To educate To inform To entertain To persuade To signpost
  10. 10. Purpose (audience perspective): To do To learn To know To decide To find To feel
  11. 11. Topics: Subject matter that interests your audience.
  12. 12. Content types & formats: Product detail How to Case study News article html Video Audio PDF
  13. 13. Content messages Brand (emotional) Product (intellectual) The new global phenomenon. For ages 8 and up.
  14. 14. Content messages Motivational Enabling Help someone in need. It’s easy. Here’s how.
  15. 15. Content messages Think concepts, not copy!
  16. 16. What content will support your persona on their journey with your company? Content mapping
  17. 17. For every persona. For every journey stage.
  18. 18. Research • Inform Content purpose
  19. 19. Decision • Inform • Persuade Research • Inform Content purpose
  20. 20. Decision • Inform • Persuade Research • Inform Content topics
  21. 21. Decision • Inform • Persuade Research • Inform Content topics
  22. 22. Decision • Inform • Persuade Research • Inform Content types
  23. 23. Decision • Inform • Persuade Research • Inform Content types
  24. 24. Research • Affordable • Adventure Decision • Inform • Persuade Research • Inform Content messages
  25. 25. Content messages Decision • Inform • Persuade Research • Inform
  26. 26. For project team (Or Excel) What it really looks like
  27. 27. For project stakeholders What it really looks like
  28. 28. Can’t do it all?
  29. 29. Common truths Shared experiences Stay high level
  30. 30. One persona One journey stage One content element Get specific www.facebook.com/humansofnewyork
  31. 31. Above all, do what you can implement.
  32. 32. Questions? And thank you Kathy Wagner Content Strategy Inc kathy@contentstrategyinc.com @Kathy_CS_Inc | @Team_CS_Inc

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