nascom.be user based digital content strategy : Customer Journey Example

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This presentation shows an example of the different content needs of fictional personas in their Customer Journey

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nascom.be user based digital content strategy : Customer Journey Example

  1. 1. Customer Content Journey Ongoing, non-linear Non-linear (exploratory), but time based Linear processStages Awareness Consideration Conversion Usage Support "maybe I need this "Please send me product" spare parts..." "these look "Im going for "Im a happy user of like fine this product product X. You candidates" X by brand Y" should use it to"Personas content questions:"whats in it for me?" "What Exactly can I do with "Why is X bettter than Y?" buys product X online John this?" Paul …shares product X on sees comparison chart of prices "I love Xs features…but Ys facebook & features, decides on product X price" Ringo …sees Paul sharing product …reads forums on product …sees product X again on an …is not satisfied and wants X and clicks on it X, finds it an interesting ad, clicks and buys to return product X product George "Im looking for a product "Does product X also has Sees product X reviews, Posts a video off him using Orders spare parts online that will do task A" that feature I saw on product decides and looks up a product X after 2 years of usage Y?" dealer on their site > Product VisualsContent Model > Features & Benefits list or Matrix. FAQ >Testimonials > Special offers > Product usage video > FAQ & Manuals > Facebook Campaign > Google Remarketing campaign > SEO > SEA

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