Case Study: Content is a two-way conversation!

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content mapping:
bringing your personas
and customer journey
together with content.
Kelsey Cohen Director of Growth, Blo...

after today,
I hope you’re
ready to:

create a content
strategy that brings
value to your business
and your customers.
one:

create a content
plan that you
can execute.
two:

create content
that is performative
and insightful.
three:

but first,
a few
assumptions...

you know your customer’s
motivations, painpoints,
desires, and aspirations
you have
buyer personas

Age: 25-30
Family: Single, No Kids
Education: Bachelor’s Degree
Job: Professional, Full-Time
Household Income: $80K
Home T...

Compares prices,
searches for deals
Explores plants,
researches varieties
Plant arrives!
Shares on social
Finds inspiratio...

you can track
engagement at
the contact level

Part ONE:
put yourself
in your
customer’s
shoes

plot your persona along
the customer journey
first:
» This provides structure
to your content strategy
» Focuses your cont...

start by
asking yourself
two questions:

what does my customer want
or need to know at each stage?
what is preventing them from
moving from one stage to the next?

Age: 25-30
Family: Single, No Kids
Education: Bachelor’s Degree
Job: Professional, Full-Time
Household Income: $80K
Home T...

Compares prices,
searches for deals
Explores plants,
researches varieties
Plant arrives!
Shares on social
Finds inspiratio...

inspire
me!
awareness consideration decision delight

» 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.....

show
me how!
awareness consideration decision delight

» How do I pick the right one?
» Aren’t plants a lot of work?
» What if I have problems?
but...
show
me how!
awareness con...

help
me pick!
awareness consideration decision delight

help
me pick!
» I’ve never bought a houseplant
online, what can I expect?
» What’s included with the price?
» What do othe...

yay
plants!!!
awareness consideration decision delight

use content to provide
solutions + answers.
second:

awareness
questions?solutionscontent
consideration decision
content mapping template

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...

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...

C1. Houseplants for Beginners
C2. Best Houseplants
for Apartments
C3. The Bloomscape Difference
C1. How to Choose the
Best...

Part TWO:
have high
expections for
your content

every piece of content
should tell you something
about the person who
interacts with it.

» Keep your content
focused and specific
» Treat it as an opportunity to
connect with your customers
create core content
t...

content checklist
questions to ask:
Who am I writing this for?
What painpoint or concern
is it addressing?
What keywords o...

example
who am I writing this for?
A: Millennial in a city who has never owned
or been successful with plants before
what ...

example
who am I writing this for?
A: Millennial in a city who has never owned
or been successful with plants before
engag...

example
What painpoint or concern is it addressing?
A: Confidence with plants
Engagement tells me they are:
Between the aw...

example
What keywords or phrases am I optimizing for?
A: Easy Houseplants, Houseplants for Beginners
Engagement tells me t...

example
Why would someone care?
A: They will feel assured knowing there are “easy”
plants out there for them.
Engagement t...

take
it further!
second:
» Use content to help you fill
in gaps to your data story
and segmentations
» Analyze where and h...

use content to appeal to different...
...to help deepen your customer knowledge.
PERSONAS LIFESTYLES MOTIVATIONS STAGES

use content to appeal to different...
...to help deepen your customer knowledge.
PERSONAS LIFESTYLES MOTIVATIONS STAGES

use content to appeal to different...
...to help deepen your customer knowledge.
PERSONAS LIFESTYLES MOTIVATIONS STAGES

use content to appeal to different...
...to help deepen your customer knowledge.
PERSONAS LIFESTYLES MOTIVATIONS STAGES

PERSONASCHANNELS
Understanding where and how people are accessing your content
can help you align your channels, personas,...

PERSONASCHANNELS STAGES
Understanding where and how people are accessing your content
can help you align your channels, pe...

Understanding where and how people are accessing your content
can help you align your channels, personas, and customer jou...

PERSONASCHANNELS STAGES
Understanding where and how people are accessing your content
can help you align your channels, pe...

thank you!
@Baconknowsbest (instagram)
@kelseycohen (medium)
kelseycohen360@gmail.com

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