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

1. Customer Content Journey Ongoing,
non-linear
Non-linear (exploratory),
but time based
Linear
process
Stages Awareness Consideration Conversion Usage Support
"maybe I
need this "Please send me
product" spare parts..."
"these look "I'm going for "I'm a happy user of
like fine this product product X. You
candidates" X by brand Y" should use it to"
Personas content questions:
"what's 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 X's features…but Y's
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 "I'm 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 Visuals
Content Model
> Features & Benefits list or Matrix. FAQ
>Testimonials
> Special offers
> Product usage video
> FAQ & Manuals
> Facebook Campaign
> Google Remarketing campaign
> SEO
> SEA