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Case Study: Content is a two-way conversation!

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In this session, you will walk away with actionable insights for making your personas useful and your content more powerful. I will take you through the steps of plotting your personas along your customer journey, identifying key opportunities for proactive content, and how to glean identifying behaviors from key content interactions.
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PRESENTER
Kelsey Cohen, Director of Growth, Bloomscape

Published in: Business
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Case Study: Content is a two-way conversation!

  1. 1. content mapping: bringing your personas and customer journey together with content. Kelsey Cohen Director of Growth, Bloomscape kelseycohen360@gmail.com
  2. 2. after today, I hope you’re ready to:
  3. 3. create a content strategy that brings value to your business and your customers. one:
  4. 4. create a content plan that you can execute. two:
  5. 5. create content that is performative and insightful. three:
  6. 6. but first, a few assumptions...
  7. 7. you know your customer’s motivations, painpoints, desires, and aspirations you have buyer personas
  8. 8. Age: 25-30 Family: Single, No Kids Education: Bachelor’s Degree Job: Professional, Full-Time Household Income: $80K Home Type: Rents // Apartment Primarily Shops: Online Influenced By: Friends & Bloggers i want to fill my apartment with plants, but I have no idea how. buyer persona Motivations: »» Wants stylish home that’s instagram ready »»Wants to ‘green up’ in her city apartment Challenges: »» Doesn’t know anything about plants »»Works long hours and has very little time Purchase Considerations: Aesthetics Quality Price Convenience Sustainability Finds Inspiration: EXTROVERTED HealthyCREATIVE AMBITIOUS
  9. 9. you know how they shop, who they trust , and where + how they connect with your brand You know your customer journey
  10. 10. Compares prices, searches for deals Explores plants, researches varieties Plant arrives! Shares on social Finds inspiration about plants Visits website Signs up for emails Reads reviews Follows us on Instagram awareness consideration decision delight customer journey
  11. 11. you can track engagement at the contact level
  12. 12. Part ONE: put yourself in your customer’s shoes
  13. 13. plot your persona along the customer journey first: » This provides structure to your content strategy » Focuses your content to align with the needs of your customer » Ensures your content is proactive and empathetic
  14. 14. start by asking yourself two questions:
  15. 15. what does my customer want or need to know at each stage? what is preventing them from moving from one stage to the next?
  16. 16. Age: 25-30 Family: Single, No Kids Education: Bachelor’s Degree Job: Professional, Full-Time Household Income: $80K Home Type: Rents // Apartment Primarily Shops: Online Influenced By: Friends Bloggers i want to fill my apartment with plants, but I have no idea how. EXTROVERTED buyer persona HealthyCREATIVE AMBITIOUS Motivations: »» Wants stylish home that’s instagram ready »»Wants to ‘green up’ in her city apartment Challenges: »» Doesn’t know anything about plants »»Works long hours and has very little time Purchase Considerations: Aesthetics Quality Price Convenience Sustainability Finds Inspiration:
  17. 17. Compares prices, searches for deals Explores plants, researches varieties Plant arrives! Shares on social Finds inspiration about plants Visits website Signs up for emails Reads reviews Follows us on Instagram awareness consideration decision delight customer journey
  18. 18. inspire me! awareness consideration decision delight
  19. 19. » I’m “bad” with plants?!? » How do I get that look I want? » Where do I buy houseplants and how do I get them home? but... inspire me! awareness consideration decision delight
  20. 20. show me how! awareness consideration decision delight
  21. 21. » How do I pick the right one? » Aren’t plants a lot of work? » What if I have problems? but... show me how! awareness consideration decision delight
  22. 22. help me pick! awareness consideration decision delight
  23. 23. help me pick! » I’ve never bought a houseplant online, what can I expect? » What’s included with the price? » What do other people think? awareness consideration decision delight but...
  24. 24. yay plants!!! awareness consideration decision delight
  25. 25. use content to provide solutions + answers. second:
  26. 26. awareness questions?solutionscontent consideration decision content mapping template
  27. 27. Q1. What can I expect from buying a plant online? Q2. What’s included? Q3. What do people think? Q1. I’m “bad” with plants?!? Q2. How do I get that look I want? Q3. Where do I even buy plants? Q1. How do I pick the right one? Q2. Aren’t plants a lot of work? Q3. What if I have problems? example awareness questions?solutionscontent consideration decision
  28. 28. A1. You need to the right plant A2. Advice on how to place plants in your space A3. Have them shipped to your door! A1. We have tools to help you select the right plant A2. Here are some suggestions for easy to care for plants A3. Plant Mom is here to help! A1. See how easy it is! A2. Plant, Pot, Customized Care Instructions A3. Read reviews Q1. What can I expect from buying a plant online? Q2. What’s included? Q3. What do people think? Q1. I’m “bad” with plants?!? Q2. How do I get that look I want? Q3. Where do I even buy plants? Q1. How do I pick the right one? Q2. Aren’t plants a lot of work? Q3. What if I have problems? examplequestions?solutionscontent awareness consideration decision
  29. 29. C1. Houseplants for Beginners C2. Best Houseplants for Apartments C3. The Bloomscape Difference C1. How to Choose the Best Plant For You C2. Easy-To-Care-For Plants C3. Letter from Plant Mom C1. Why Buy Plants Direct from our Greenhouse C2. Unboxing Video C3. How I Became a Plant Person with Bloomscape A1. You need to the right plant A2. Advice on how to place plants in your space A3. Have them shipped to your door! A1. We have tools to help you select the right plant A2. Here are some suggestions for easy to care for plants A3. Plant Mom is here to help! A1. See how easy it is! A2. Plant, Pot, Customized Care Instructions A3. Read reviews Q1. What can I expect from buying a plant online? Q2. What’s included? Q3. What do people think? Q1. I’m “bad” with plants?!? Q2. How do I get that look I want? Q3. Where do I even buy plants? Q1. How do I pick the right one? Q2. Aren’t plants a lot of work? Q3. What if I have problems? examplequestions?solutionscontent awareness consideration decision
  30. 30. Part TWO: have high expections for your content
  31. 31. every piece of content should tell you something about the person who interacts with it.
  32. 32. » Keep your content focused and specific » Treat it as an opportunity to connect with your customers create core content that is proactive first:
  33. 33. content checklist questions to ask: Who am I writing this for? What painpoint or concern is it addressing? What keywords or phrases am I optimizing for? Why would someone care? engagement tells me: Their persona alignment Where they are along the buyer’s journey What is top-of-mind for them right now Motivation/aspiration
  34. 34. example who am I writing this for? A: Millennial in a city who has never owned or been successful with plants before what painpoint or concern is it addressing? A: Confidence with plants what keywords or phrases am I optimizing for? A: Easy Houseplants, Houseplants for Beginners why would someone care? A: They will feel assured knowing there are “easy” plants out there for them.
  35. 35. example who am I writing this for? A: Millennial in a city who has never owned or been successful with plants before engagement tells me they are aligned with: Buyer persona one
  36. 36. example What painpoint or concern is it addressing? A: Confidence with plants Engagement tells me they are: Between the awareness stage (already inspired) and consideration stage of their customer journey
  37. 37. example What keywords or phrases am I optimizing for? A: Easy Houseplants, Houseplants for Beginners Engagement tells me that: Learning about houseplants that are easy is top-of-mind
  38. 38. example Why would someone care? A: They will feel assured knowing there are “easy” plants out there for them. Engagement tells me that: They want to be successful with houseplants!
  39. 39. take it further! second: » Use content to help you fill in gaps to your data story and segmentations » Analyze where and how customers are accessing your content
  40. 40. use content to appeal to different... ...to help deepen your customer knowledge. PERSONAS LIFESTYLES MOTIVATIONS STAGES
  41. 41. use content to appeal to different... ...to help deepen your customer knowledge. PERSONAS LIFESTYLES MOTIVATIONS STAGES
  42. 42. use content to appeal to different... ...to help deepen your customer knowledge. PERSONAS LIFESTYLES MOTIVATIONS STAGES
  43. 43. use content to appeal to different... ...to help deepen your customer knowledge. PERSONAS LIFESTYLES MOTIVATIONS STAGES
  44. 44. PERSONASCHANNELS Understanding where and how people are accessing your content can help you align your channels, personas, and customer journey. STAGES
  45. 45. PERSONASCHANNELS STAGES Understanding where and how people are accessing your content can help you align your channels, personas, and customer journey.
  46. 46. Understanding where and how people are accessing your content can help you align your channels, personas, and customer journey. PERSONASCHANNELS STAGES
  47. 47. PERSONASCHANNELS STAGES Understanding where and how people are accessing your content can help you align your channels, personas, and customer journey.
  48. 48. thank you! @Baconknowsbest (instagram) @kelseycohen (medium) kelseycohen360@gmail.com

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