Social Fresh 2019 - Social Fresh is the original social media conference, find more info at https://socialfresh.com

1. THE DECISION JOURNEY
how to create intentional content
@LAURENTTEAGUE
by Lauren Teague

3. JANE

4. LARRY

5. AUDIENCES?
DECISION STAGE?
QUESTIONS?
IDEAL RESPONSE?

8. @LAURENTE
E
a place where
we never wonder about what
content is needed

10. @LAURENTTEAGUE
when content is
created in silos,
the audience cannot move
through the journey
the way we intend them to.

11. @LAURENTTEAGUE
what makes content good?

12. connect

13. @LAURENTTEAGUE
72% OF
BUSINESS
BUYERS SAY
THEY EXPECT
VENDORS TO
PERSONALIZE
ENGAGEMENT TO
THEIR NEEDS
—Salesforce Research, 2018 State of the
Connected Consumer

14. context

15. @LAURENTTEAGUE
87% OF
MARKETERS
REPORT A
MEASURABLE
LIFT FROM
PERSONALIZATION
EFFORTS
—Evergage, 2018 Trends in Personalization
Survey

16. clarity

17. @LAURENTTEAGUE
connect
context clarity

18. @LAURENTTEAGUE
connect
context clarity
INFORM
• Useful
• Purposeful
• knowledge

19. @LAURENTTEAGUE
connect
context clarity
ENGAGE
INFORM
• Trust
• Interest
• Participation
• Useful
• Purposeful
• knowledge

20. @LAURENTTEAGUE
connect
context clarity
CONVERT
ENGAGE
INFORM
• Outreach
• Impact
• Understanding
• Trust
• Interest
• Participation
• Useful
• Purposeful
• knowledge

21. @LAURENTTEAGUE

22. @LAURENTTEAGUE

23. @LAURENTTEAGUE

24. visualize blind spots

26. @LAURENTE
E
we never wonder about what
content is needed
a place where

27. use journey mapping
to guide
intentional content that supports
your audience in their journey
with your brand

28. @LAURENTTEAGUE
“magic journey map”

29. @LAURENTTEAGUE
“magic journey map”
GOAL:
our key audiences have no gaps
through the journey

30. @LAURENTTEAGUE
connect
context clarity
MINDSET
IDEAL
AUDIENCE

31. @LAURENTTEAGUE
THE AUDIENCE
connect
+ forces chronological and funnel-
based planning
+ tests assumptions about skipping
steps
+ aligns team to needs, not wants
+ sets up audience for future enhanced
marketing

32. @LAURENTTEAGUE
document key characteristics of your audience segment

33. @LAURENTTEAGUE
not personas

35. @LAURENTTEAGUE

36. @LAURENTTEAGUE#grownassadult

37. @LAURENTTEAGUEcontext
+ written from audience’s POV
+ names key stages to observe and
reward in the journey
+ aligns marketing with sales
+ identifies key actions and how to
measure them at each stage
MINDSET

38. @LAURENTTEAGUE
document key stages and actions of the journey an individual takes to reach the goal
how are we serving audience X at mindset Y?

39. @LAURENTTEAGUE
Audience:
single adult, pet-
less
Awareness Consideration Purchase Loyalty
Mindset Curious - Thorough - Apprehensive Enlightened - Skeptical - Hopeful Invigorated Empowered
Questions
• Do I want a pet?
• What kind of pet would I want?
• Where would I get a new pet?
• Is it better to adopt or buy a pet?
• What do I need to buy for a pet?
• How do I choose a pet?
• How will pet-ownership change my
daily routine?
• Do I have enough time for a pet?
• Can I afford a pet?
• What are the steps of pet
adoption?
• Where are nearby adoption
centers?
• What kinds of cats are at the
center now?
• Do all of these cats have up to
date vaccinations?
• What else can you tell me about
Sassy?
• Can I pick up Sassy this
weekend?
• How can I help Sassy
acclimate to my
home?
• What are Sassy’s
favorite treats?
• Who can I call if I have
questions?
• Where do I send my
friends to adopt
cats, too?
• How can I support
the adoption
center?
Key Action
Views and engages with
social media campaign
Visits website and requests
more information
Adopts adult cat
Rates center and
donates money
#grownassadult

40. @LAURENTTEAGUEclarity
+ drives the brand to support the
audience at each stage
+ identifies response, message and
content for audience X at stage Y
+ informs most relevant content
opportunities
+ sets the stage for content audit
IDEAL RESPONSE

41. @LAURENTTEAGUE
document best possible brand’s response to guide audiences further in the journey

42. @LAURENTTEAGUE
Awareness Consideration Purchase Loyalty
Our Reponse Acknowledge - Educate - Affirm Invite - Explain - Enable Onboard Support
Most Important
Message
Adopting adult pets is a
worthwhile option that can also
save a life
Adult pets are available every
day at local APA adoption
centers
You and your pet are not
alone. We’re here to
support you.
Help APA continue to
save older pets’ lives
through financial or
volunteer support
Delivery
Social media campaign and
print ads
PR outreach, pet stories on
website, events at center
Going home care
package; Day 2 call
post-adoption email
nurture
#grownassadult

43. @LAURENTTEAGUE
get the template:
Lauren.click/journeymap
+ create and customize a
new map for each
audience segment
+ make different
versions for distinct
personas within each
segment
REPEAT

44. @LAURENTTEAGUE
audience
their
mindset
our
response CONVERT
ENGAGE
INFORM
• Outreach
• Impact
• Understanding
• Trust
• Interest
• Participation
• Useful
• Purposeful
• knowledge

45. journey mapping
provides a clear path for finding
the exact message that
resonates at each step of the
journey

46. @LAURENTTEAGUE
+ use the tags from journey maps in
content audits and future creative briefs
+ start with existing content to identify
what works and needs work
+ audit content in all channels and all
forms
+ identify gaps in content and create a
priority list for production
+ atomize existing content with a slight
spin to fill gaps on social media
NEXT: AUDITING

47. @LAURENTE
E
we never wonder about what
content is needed
a place where

48. @LAURENTE
E
your team thinks
transformatively about
making content
a place where

49. JANE
LARRY
✓ AUDIENCES
✓ DECISION STAGE
✓ MINDSET
✓ IDEAL RESPONSE

50. LaurenTeague.com
lauren@teaguefc.com
TeagueLauren
LaurenTTeague
LaurenTTeague
LaurenTTeague
GET IN TOUCH!
Photos courtesy of Unsplash