A narrative helps clarify the user journey. Refer to the matching journey map. Keep it simple and clear. Avoid technical jargon. Focus on the concepts familiar to the reader.

1. Follow the Path: a Narrative
Example B2B - CONTENT & EMAIL MARKETING
jpsolyom@ksbusdev.com
EDU-Canvas 03
jpsolyom@ksbusdev.com
Questions?
To create CONTENT that
resonates, you need to
understand your PERSONA-
AVATAR’s User Experience.
How better to understand
what can be a complex
experience that can cross
media, channels, and even
traditional marketing
channels.
A Journey Map or Schematic
allows you to better
understand what makes a
user convert or lose interest.
A Journey Maps are also a
powerful tool to show key
stakeholders the how’s,
why’s and key benefits of the
social media marketing
campaign. It turns the often
vague and misunderstood
into a more relatable set of
experiences.
Journey maps come in many
forms and shapes. This is
one example of well known
B2B User Journey.
TOOL
Journey Map - Schematic
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BRAND creates a lot of quality CONTENT following SEO
guidelines & is well promoted. The new CONTENT is
structured to be Google crawler friendly so it is showing
up faster.
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BRAND is promoting their CONTENT through
AMPLIFICATION. They join the conversation on social
media sites rich with PERSONA-AVATARs. They respond
to relevant questions and mention the awesome CONtENT
where appropriate. They also invest in advertising that is
supported by the social media platform’s business model.
AMPLIFICATION can be a very labor intensive and costly
proposition There are many less costly ways to create
effective BRAND ambassadors…
BRAND exchanges the FREE CONTENT for PERSONA-
AVATAR’s contact information.
The emotion triggering key words and visuals used in the
advertising messages resonated with the PERSONA-
AVATAR’s top-of-mind on-going search for a Solution. The
relevant CONTENT appeared helpful which resulted in a
visit to BRAND’s website for a copy.
Creating compelling CONTENT means mastering
STORYTELLING and COPYWRITING. Triggering relevant
emotions can turn CONTENT from good to viral. Again it is
possible to simplify CONTENT creation though division of
tasks.
BRAND undertakes the nurturing of what is now
considered to be a lead (using traditional marketing
terminology). Email marketing is the most popular and
unfortunately overused strategy.
BRAND finally makes contact with PERSONA-AVATAR to
qualify the lead (FIT) and passes the QUALIFIED lead to
the Sales team.
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SALES assigns the QUALIFIED PROSPECT for nurturing
and to prepare for an eventual sales presentation.
The salesperson establishes sufficient rapport and
provides sufficient compelling information that BRAND has
THE Solution to solving their problem. It is time to meet!