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Mapping Content to the Customer Journey: 5 Keys to Success with Kevin Nichols

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Today, creating a customer-centric content experience is critical. All organizations, whether B2C or B2B, should develop customer journeys with the intent of building a relationship with the customer. You can then leverage these journeys within your content planning and creation processes. For example, with each step a customer undertakes to purchase a product, you have opportunities to present relevant content.

You will learn:

• how to use customer journeys to map content opportunities
• how to leverage a customer journey for effective content planning and creation
• what you need to create a customer journey content map
• how to map content effectively to customer journeys

This presentation was given at Information Development World on May 15, 2017

Don’t miss our upcoming event, Information Development World: Creating Machine-Ready Content to be held on November 28-30, 2017.

http://www.informationdevelopmentworld.com

Published in: Business
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Mapping Content to the Customer Journey: 5 Keys to Success with Kevin Nichols

  1. 1. MAPPING CONTENT TO THE CUSTOMER JOURNEY: 5 KEYS TO SUCCESS Kevin Nichols, Executive Director – Experience @kpnichols | @AvenueCX
  2. 2. About Kevin Helping you shape your content experience Kevin P Nichols, Executive Director, Experience at AvenueCX Content Champion. Author. Syfy Network and Bergman Movie Buff. @KPNichols • Expert in enterprise content strategy & personalization for global companies. • Author, Enterprise Content Strategy: A Project Guide and UX for Dummies. • Experience & Clients: SapientNitro, MIT Open Courseware, Hewlett Packard, Verizon, Target, & many more global brands. 3@KPNichols | @AvenueCX
  3. 3. Examples of customer journeys
  4. 4. Customer journey 5 Broad-based example @KPNichols | @AvenueCX
  5. 5. B2B customer journey Personalization with content mapping example for Decision Maker persona 6 1. Search for product 2. Explore product 3. Evaluate product 4. Buy Product 5. Use Product Discovery Awareness Research Purchase Loyalty Anonymous Anonymous Known Visitor Known Prospect Customer Website (desktop) Mobile search Website (desktop) Mobile Website (desktop) Mobile app Customer portal Website (desktop) Mobile app Customer portal Customer rep Customer portal Online communities Email Customer rep Featured products Though leadership Product overviews Insights Whitepapers Product details Specifications Performance benchmarks Testing documentation Requirements checklists Vender comparisons Schematics Analyst report Original research Use case Architectural docs ROI/TCO calculator Customer profile Sales enablement content Product notifications Sales enablement content Newsletters Knowledge base UGC Task Lifecycle Channel Content User’s state @KPNichols | @AvenueCX
  6. 6. Key takeaways Customer centricity drives journey decisions 7 • Customer journeys reflect the needs within a customer lifecycle for a persona or user segment • Needs are broken into tasks and steps to fulfill the need • Every step can be met with content
  7. 7. Five Keys to Success
  8. 8. I need a tech company that provides solar and IOT solutions Who are this company's customers? Do they have schematics available? How do I know about new technologies and product innovations? Can I do an event that showcases my success? I need an established company and not a startup Which solar solutions do they provide? Do they have architecture docs so I can see how it fits into my technology? What if I require additional support? How do I share my experiences? I need a commitment to ongoing innovation within this space Which smart building solutions do they offer? What are their support options How do I communicate with other engineers that have purchased the product? Where do I get more knowledge when I need it? Can I communicate with one of their engineers? What new innovation can inspire my product development process? How do I stay in contact as I continue to use my product and evolve my technology? 9 1. Start with your customer lifecycle and identify needs within each stage per persona Discovery Awareness Research Purchase Loyalty Customer Lifecycle Stages User Need for Decision Maker persona I need a tech company that provides solar and IOT solutions I need an established company and not a startup I need a commitment to ongoing innovation within this space @KPNichols | @AvenueCX
  9. 9. 10 2. Translate user needs into list of primary user journeys per each persona Discovery Awareness Research Purchase Loyalty I need a tech company that provides solar and IOT solutions Who are this company's customers? Do they have schematics available? How do I know about new technologies and product innovations? Can I do an event that showcases my success? I need an established company and not a startup Which solar solutions do they provide? Do they have architecture docs so I can see how it fits into my technology? What if I require additional support? How do I share my experiences? I need to understand a commitment to ongoing innovation Which smart building solutions do they offer? What are their support options? How do I communicate with other engineers that have purchased the product? Where do I get more knowledge when I need it? Can I communicate with one of their engineers? What new innovation can inspire my product development process? How do I stay in contact as I continue to use my product and evolve my technology? 1. Answer: Why company X for the Decision Maker persona? 2. Answer: Why is product best for me (the best in-class in emerging market)? 3. Drive user to sign up for profile 1. Order a sample 2. Build POC 3. Purchase the product 1. Support current product 2. View product updates 3. Evaluate additional opportunities User Tasks @KPNichols | @AvenueCX 1. Answer: Why company X for Decision Maker persona? 2. Answer: Why is the product best for the user (the best in-class in emerging market)? 3. Drive user to sign up for profile
  10. 10. 3. Define steps necessary to execute the journey and validate 11 Customer journey for: Answer: Why the product is best in-class in emerging market? User task 1. Search in organic search for IOT components in solar technology that support smart buildings 2. Review primary companies and then go to homepage of Company X 3. Click on product category page featured in home page carousel for IOT Smart buildings 4. Click on content that features story of why the company is the best in the industry for IOT Smart buildings. 5. After viewing video, click on featured product list to a specific product --User journey continues with steps @KPNichols | @AvenueCX
  11. 11. 4. Create specific steps necessary to execute the journey 12 Customer journey for: Answer: Why the product is best in-class in emerging market? User task Content 1. Search in organic search for IOT components in Solar technology that support smart buildings SEM presents top category placement in search results 2. Review primary companies and then go to homepage of Company X Home page shows IOT Smart building story and features related products in product tiles 3. Click on product category page featured in home page carousel for IOT Smart buildings Product category carousel for IOT smart buildings features solar technology story 4. Click on content that features story of why the company is the best in the industry for IOT Smart buildings. Aspirational video is provided in About Company X module that speaks to our expertise in solar and our company's history 5. After viewing video, click on featured product list to a specific product Featured products include solar solutions --User journey continues with steps @KPNichols | @AvenueCX
  12. 12. 5. Use governance and performance-based framework for ongoing success. 13@KPNichols | @AvenueCX
  13. 13. Case Study
  14. 14. Case Study for Customer Journey Approach to Content B2B technology company rolled-out customer journey based personalization • Page views per visit quadrupled • Time spent on site per visit doubled • Product views doubled • Downloaded content doubled • Repeat use of the website increased 15@KPNichols | @AvenueCX
  15. 15. Case Study for Customer Journey Approach to Content (cont.) B2B technology company rolled-out customer journey based personalization Internally, there were immediate changes to how teams approached content • Ability to figure out who was viewing which content led to more informed content planning • Made the case for other business units to rollout personalization and adopt performance-based approach to editorial planning 16@KPNichols | @AvenueCX
  16. 16. THANK YOU! Email LinkedIn Twitter YouTube knichols@avenuecx.com https://www.linkedin.com/in/kevinpnichols/ @KPNichols | AvenueCX https://www.youtube.com/user/kevinpnichols

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