This deck was shared on Thursday, July 13, 2017 as the seventh live training session in the Church Online Communications Comprehensive, a 14-week online training course.

1. COMMUNICATING
IN THE RIGHT CONTEXT
Session Seven
Church Online Communications Comprehensive
How can we contextualize our message?

2. OUTLINE
Quick review of previous sessions
What is a content map?
What kind of “content” should be shared?
Why is content mapping important?
How do you complete a content map?
Specific examples of content mapping
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3. PERSONAS
A persona is a fictional representation
of your target audience.
Church Online Communications Comprehensive 5
Session Three

4. PERSONA EXAMPLES
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MILLENNIAL MELODY
Melody is a single 25-year-old who was
actively involved in youth group as a
teen and is trying to regain a connection
to the church as an adult.
FORTY-ISH FRED
Fred is a 42-year-old father whose
schedule revolves around kids and
work. It’s a struggle to get him
involved in much outside worship.
OLDER ADULT ALICE
Alice is 72 years old and is just
starting to admit she needs
assistance with her health. She’s
fearful of losing her independence.

5. PERSONA PROFILES
A persona profile gives each persona
a name, a face, a personality, and a story.
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Session Four

6. PERSONA PROFILE EXAMPLE
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Photo
Key Facts
Scales
Narrative
Bullet Points
Single Page
Differentiator

7. JOURNEY MAP
A journey map tracks your audience’s actions
from the first point of contact through the
completion of your desired church goals.
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Session Five

8. JOURNEY MAP EXAMPLE
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ATTENDED
FELLOWSHIP
EVENT
ATTENDED
WORSHIP
FIRST TIME
ATTENDED
BIBLE
STUDY
STARTED
NEW MEMBER
CLASS
BECAME
CONFIRMED
MEMBER
ATTENDED
WORSHIP
REGULARLY
ATTENDED
BIBLE STUDY
REGULARLY
PROSPECT VISITOR POTENTIAL
MEMBER
PRE-
MEMBER
NEW
MEMBER
ENGAGED
MEMBER

9. MESSAGE MAP
A message map is a visual representation of your
primary messages developed for the sake of
aligning and prioritizing your communication.
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Session Six

10. MESSAGE MAP EXAMPLE
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Mission
Statement
Goal
# 1
Goal
# 2
Goal
# 3
Goal
# 4

11. WHAT IS A CONTENT MAP?
A content map represents the messages you
want to communicate with your audiences at
different stages of your journey map.
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Session Seven

12. CONTENT MAPPING
Church Online Communications Comprehensive 14
ATTENDED
FELLOWSHIP
EVENT
ATTENDED
WORSHIP
FIRST TIME
ATTENDED
BIBLE
STUDY
STARTED
NEW MEMBER
CLASS
BECAME
CONFIRMED
MEMBER
ATTENDED
WORSHIP
REGULARLY
ATTENDED
BIBLE STUDY
REGULARLY
PROSPECT VISITOR
POTENTIAL
MEMBER
PRE-
MEMBER
NEW
MEMBER
ENGAGED
MEMBER
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT

13. WHAT IS “CONTENT?”
“Content” is the message that is being delivered,
regardless of the vehicle.
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14. WHAT IS “CONTENT?”
The important thing is to make sure the
right message is getting to the right
person at the right time.
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15. HOW IS CONTENT DELIVERED?
Email
Website
Blog
Videos
Social
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16. WHY IS CONTENT MAPPING IMPORTANT?
There is no such thing as
one-size-fits-all in communication.
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17. WHY IS CONTENT MAPPING IMPORTANT?
Content mapping takes what we do
naturally and puts it into a plan.
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18. WHY IS CONTENT MAPPING IMPORTANT?
It allows you to be specific and relevant
with the content you share.
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19. HOW DO YOU CRAFT A CONTENT MAP?
It’s a combination of your…
Journey Map
Personas
Message Map
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20. HOW DO YOU GET STARTED?
1. List the Personas
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21. PERSONA PROFILES
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MILLENNIAL MELODY FORTY-ISH FRED OLDER ADULT ALICE
PREFERENCE?
FINANCES?
AVAILABILITY?
INTERESTS?
Social
Weekends
None
Fellowship
Email
Weeknights
Stable
Worship
Bulletin
Weekdays
Fixed
Fellowship

22. HOW DO YOU GET STARTED?
2. List the Stages
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23. JOURNEY MAP EXAMPLE
Church Online Communications Comprehensive 25
ATTENDED
FELLOWSHIP
EVENT
ATTENDED
WORSHIP
FIRST TIME
ATTENDED
BIBLE
STUDY
STARTED
NEW MEMBER
CLASS
BECAME
CONFIRMED
MEMBER
ATTENDED
WORSHIP
REGULARLY
ATTENDED
BIBLE STUDY
REGULARLY
PROSPECT VISITOR POTENTIAL
MEMBER
PRE-
MEMBER
NEW
MEMBER
ENGAGED
MEMBER

24. HOW DO YOU GET STARTED?
3. Make a Matrix of Content
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25. CONTENT MAPPING
Church Online Communications Comprehensive 27
ATTENDED
FELLOWSHIP
EVENT
ATTENDED
WORSHIP
FIRST TIME
ATTENDED
BIBLE
STUDY
STARTED
NEW MEMBER
CLASS
BECAME
CONFIRMED
MEMBER
ATTENDED
WORSHIP
REGULARLY
ATTENDED
BIBLE STUDY
REGULARLY
PROSPECT VISITOR
POTENTIAL
MEMBER
PRE-
MEMBER
NEW
MEMBER
ENGAGED
MEMBER
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT

26. HOW DO YOU GET STARTED?
4. Enter Your Current Communication
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27. CONTENT MAPPING
Church Online Communications Comprehensive 29
ATTENDED
FELLOWSHIP
EVENT
ATTENDED
WORSHIP
FIRST TIME
ATTENDED
BIBLE
STUDY
STARTED
NEW MEMBER
CLASS
BECAME
CONFIRMED
MEMBER
ATTENDED
WORSHIP
REGULARLY
ATTENDED
BIBLE STUDY
REGULARLY
PROSPECT VISITOR
POTENTIAL
MEMBER
PRE-
MEMBER
NEW
MEMBER
ENGAGED
MEMBER
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT

28. HOW DO YOU GET STARTED?
5. Find the Gaps
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29. CONTENT MAPPING
Church Online Communications Comprehensive 31
ATTENDED
FELLOWSHIP
EVENT
ATTENDED
WORSHIP
FIRST TIME
ATTENDED
BIBLE
STUDY
STARTED
NEW MEMBER
CLASS
BECAME
CONFIRMED
MEMBER
ATTENDED
WORSHIP
REGULARLY
ATTENDED
BIBLE STUDY
REGULARLY
PROSPECT VISITOR
POTENTIAL
MEMBER
PRE-
MEMBER
NEW
MEMBER
ENGAGED
MEMBER
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT

30. CONTENT MAPPING EXAMPLES
Let’s look at some examples.
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31. PERSONA EXAMPLES
Church Online Communications Comprehensive 33
MILLENNIAL MELODY
Melody is a single 25-year-old who was
actively involved in youth group as a
teen and is trying to regain a connection
to the church as an adult.
FORTY-ISH FRED
Fred is a 42-year-old father whose
schedule revolves around kids and
work. It’s a struggle to get him
involved in much outside worship.
OLDER ADULT ALICE
Alice is 72 years old and is just
starting to admit she needs
assistance with her health. She’s
fearful of losing her independence.

32. CONTENT MAPPING – MILLENNIAL MELODY
Church Online Communications Comprehensive 34
ATTENDED
FELLOWSHIP
EVENT
ATTENDED
WORSHIP
FIRST TIME
ATTENDED
BIBLE
STUDY
STARTED
NEW MEMBER
CLASS
BECAME
CONFIRMED
MEMBER
ATTENDED
WORSHIP
REGULARLY
ATTENDED
BIBLE STUDY
REGULARLY
PROSPECT VISITOR
POTENTIAL
MEMBER
PRE-
MEMBER
NEW
MEMBER
ENGAGED
MEMBER
Invitation to
a discussion-
based Bible
Study with
coffee and
snacks
Offer free
meals at a 12
week
evening
class
Details on
growth of
faith through
worship
Invitation to
worship with
people your
age and
recharge for
the week
Encourage
participation
in small-
group Bible
studies

33. PERSONA EXAMPLES
Church Online Communications Comprehensive 35
MILLENNIAL MELODY
Melody is a single 25-year-old who was
actively involved in youth group as a
teen and is trying to regain a connection
to the church as an adult.
FORTY-ISH FRED
Fred is a 42-year-old father whose
schedule revolves around kids and
work. It’s a struggle to get him
involved in much outside worship.
OLDER ADULT ALICE
Alice is 72 years old and is just
starting to admit she needs
assistance with her health. She’s
fearful of losing her independence.

34. CONTENT MAPPING – FORTY-ISH FRED
Church Online Communications Comprehensive 36
ATTENDED
FELLOWSHIP
EVENT
ATTENDED
WORSHIP
FIRST TIME
ATTENDED
BIBLE
STUDY
STARTED
NEW MEMBER
CLASS
BECAME
CONFIRMED
MEMBER
ATTENDED
WORSHIP
REGULARLY
ATTENDED
BIBLE STUDY
REGULARLY
PROSPECT VISITOR
POTENTIAL
MEMBER
PRE-
MEMBER
NEW
MEMBER
ENGAGED
MEMBER
Information
about child
care and
length of
Bible study
Include
families at a
12 week
Sunday
morning
class
Share
methods of
support for
families
Information
on the
importance
of raising a
family in the
church
Invitation to
a lecture-
based Bible
study with
childcare
provided

35. PERSONA EXAMPLES
Church Online Communications Comprehensive 37
MILLENNIAL MELODY
Melody is a single 25-year-old who was
actively involved in youth group as a
teen and is trying to regain a connection
to the church as an adult.
FORTY-ISH FRED
Fred is a 42-year-old father whose
schedule revolves around kids and
work. It’s a struggle to get him
involved in much outside worship.
OLDER ADULT ALICE
Alice is 72 years old and is just
starting to admit she needs
assistance with her health. She’s
fearful of losing her independence.

36. CONTENT MAPPING – FORTY-ISH FRED
Church Online Communications Comprehensive 38
ATTENDED
FELLOWSHIP
EVENT
ATTENDED
WORSHIP
FIRST TIME
ATTENDED
BIBLE
STUDY
STARTED
NEW MEMBER
CLASS
BECAME
CONFIRMED
MEMBER
ATTENDED
WORSHIP
REGULARLY
ATTENDED
BIBLE STUDY
REGULARLY
PROSPECT VISITOR
POTENTIAL
MEMBER
PRE-
MEMBER
NEW
MEMBER
ENGAGED
MEMBER
Welcome to
a fellowship
after Bible
Study
Invitation to
a 12-week
weekday
morning
class
Information
on care
provided for
the aging
Details on
transportation
assistance
Invitation to
a discussion-
based Bible
study

37. FREE DOWNLOAD
Church Online Communications Comprehensive 39

38. SUMMARY – CONTENT MAPPING
It’s all about getting the right message
to the right person at the right time.
It’s simply documenting something that
we do naturally in conversations.
It’s better to start implementing than to
wait until everything is place.
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39. BLOG
Church Online Communications Comprehensive 41
ConcordiaTechnology.org/Blog

40. FREE DOWNLOAD
Crafting a Content Map for Your Communications
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41. FACEBOOK GROUP
Church Online Communications Comprehensive 43
/groups/ChurchOnlineCommunicationsComprehensive/

42. NEXT LIVE TRAINING SESSION
Making the Most of Each
Communication Channel
Next Thursday, July 20 at 11:30 a.m. CDT
/ConcordiaTechnology
Church Online Communications Comprehensive 44

43. SCHEDULE
Church Online Communications Comprehensive 45
Jul 20 | Making the Most of Each Communication Channel
Jul 27 | Building a Great Website for Church Communications*
Aug 3 | Establishing a Communication Hub for Your Church
Aug 10 | Utilizing Social Media in the Church to the Fullest
Aug 17 | Understanding Search Engine Optimization
Aug 24 | Saving Time in Your Online Communications
Aug 31 | Sharing Excitement about Your Communication Strategy
*Presentation may be recorded

44. CONTACT
Peter Frank
peter.frank@cph.org
peterfrank235
(314) 268-1408
46Church Online Communications Comprehensive