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MAPPING CONTENT TO THE
CUSTOMER JOURNEY:
5 KEYS TO SUCCESS
Kevin Nichols, Executive Director – Experience
@kpnichols | @AvenueCX
About Kevin
Helping you shape your content experience
Kevin P Nichols, Executive Director, Experience at
AvenueCX
Content Champion. Author. Syfy Network and Bergman
Movie Buff.
@KPNichols
• Expert in enterprise content strategy & personalization
for global companies.
• Author, Enterprise Content Strategy: A Project Guide
and UX for Dummies.
• Experience & Clients: SapientNitro, MIT Open
Courseware, Hewlett Packard, Verizon, Target, & many
more global brands.
3@KPNichols | @AvenueCX
Examples of customer
journeys
Customer journey
5
Broad-based example
@KPNichols | @AvenueCX
B2B customer journey
Personalization with content mapping example for Decision Maker persona
6
1. Search for product 2. Explore product 3. Evaluate product 4. Buy Product 5. Use Product
Discovery Awareness Research Purchase Loyalty
Anonymous Anonymous Known Visitor Known Prospect Customer
Website (desktop)
Mobile search
Website (desktop)
Mobile
Website (desktop)
Mobile app
Customer portal
Website (desktop)
Mobile app
Customer portal
Customer rep
Customer portal
Online communities
Email
Customer rep
Featured products
Though leadership
Product overviews
Insights
Whitepapers
Product details
Specifications
Performance benchmarks
Testing documentation
Requirements checklists
Vender comparisons
Schematics
Analyst report
Original research
Use case
Architectural docs
ROI/TCO calculator
Customer profile
Sales enablement content
Product notifications
Sales enablement content
Newsletters
Knowledge base
UGC
Task
Lifecycle
Channel
Content
User’s
state
@KPNichols | @AvenueCX
Key takeaways
Customer centricity drives journey decisions
7
• Customer journeys reflect the needs within a
customer lifecycle for a persona or user
segment
• Needs are broken into tasks and steps to fulfill
the need
• Every step can be met with content
Five Keys to Success
I need a tech company that
provides solar and IOT
solutions
Who are this company's
customers?
Do they have schematics
available?
How do I know about new
technologies and product
innovations?
Can I do an event that
showcases my success?
I need an established
company and not a startup
Which solar solutions do
they provide?
Do they have architecture
docs so I can see how it fits
into my technology?
What if I require additional
support?
How do I share my
experiences?
I need a commitment to
ongoing innovation within
this space
Which smart building
solutions do they offer?
What are their support
options
How do I communicate with
other engineers that have
purchased the product?
Where do I get more
knowledge when I need it?
Can I communicate with one
of their engineers?
What new innovation can
inspire my product
development process?
How do I stay in contact as I
continue to use my product
and evolve my technology?
9
1. Start with your customer lifecycle and identify needs within each
stage per persona
Discovery Awareness Research Purchase Loyalty
Customer Lifecycle Stages
User Need for Decision Maker persona
I need a tech company that provides solar and IOT solutions
I need an established company and not a startup
I need a commitment to ongoing innovation within this space
@KPNichols | @AvenueCX
10
2. Translate user needs into list of primary user journeys per each persona
Discovery Awareness Research Purchase Loyalty
I need a tech company that
provides solar and IOT
solutions
Who are this company's
customers?
Do they have schematics
available?
How do I know about new
technologies and product
innovations?
Can I do an event that
showcases my success?
I need an established
company and not a startup
Which solar solutions do
they provide?
Do they have architecture
docs so I can see how it fits
into my technology?
What if I require additional
support?
How do I share my
experiences?
I need to understand a
commitment to ongoing
innovation
Which smart building
solutions do they offer?
What are their support
options?
How do I communicate with
other engineers that have
purchased the product?
Where do I get more
knowledge when I need it?
Can I communicate with one
of their engineers?
What new innovation can
inspire my product
development process?
How do I stay in contact as I
continue to use my product
and evolve my technology?
1. Answer: Why company X for the Decision Maker persona?
2. Answer: Why is product best for me (the best in-class in emerging market)?
3. Drive user to sign up for profile
1. Order a sample
2. Build POC
3. Purchase the product
1. Support current product
2. View product updates
3. Evaluate additional
opportunities
User Tasks
@KPNichols | @AvenueCX
1. Answer: Why company X for Decision Maker persona?
2. Answer: Why is the product best for the user (the best in-class in
emerging market)?
3. Drive user to sign up for profile
3. Define steps necessary to execute the journey and validate
11
Customer journey for: Answer: Why the product is best in-class in emerging market?
User task
1. Search in organic search for IOT components in solar technology that
support smart buildings
2. Review primary companies and then go to homepage of Company X
3. Click on product category page featured in home page carousel for IOT
Smart buildings
4. Click on content that features story of why the company is the best in the
industry for IOT Smart buildings.
5. After viewing video, click on featured product list to a specific product
--User journey continues with steps
@KPNichols | @AvenueCX
4. Create specific steps necessary to execute the journey
12
Customer journey for: Answer: Why the product is best in-class in emerging market?
User task Content
1. Search in organic search for IOT components in Solar technology that
support smart buildings
SEM presents top category placement in search results
2. Review primary companies and then go to homepage of Company X Home page shows IOT Smart building story and features related products in
product tiles
3. Click on product category page featured in home page carousel for IOT
Smart buildings
Product category carousel for IOT smart buildings features solar technology
story
4. Click on content that features story of why the company is the best in the
industry for IOT Smart buildings.
Aspirational video is provided in About Company X module that speaks to our
expertise in solar and our company's history
5. After viewing video, click on featured product list to a specific product Featured products include solar solutions
--User journey continues with steps
@KPNichols | @AvenueCX
5. Use governance and performance-based framework for ongoing success.
13@KPNichols | @AvenueCX
Case Study
Case Study for Customer Journey Approach to Content
B2B technology company rolled-out customer journey based personalization
• Page views per visit quadrupled
• Time spent on site per visit doubled
• Product views doubled
• Downloaded content doubled
• Repeat use of the website increased
15@KPNichols | @AvenueCX
Case Study for Customer Journey Approach to Content (cont.)
B2B technology company rolled-out customer journey based personalization
Internally, there were immediate changes to how
teams approached content
• Ability to figure out who was viewing which
content led to more informed content planning
• Made the case for other business units to
rollout personalization and adopt
performance-based approach to editorial
planning
16@KPNichols | @AvenueCX
THANK YOU!
Email
LinkedIn
Twitter
YouTube
knichols@avenuecx.com
https://www.linkedin.com/in/kevinpnichols/
@KPNichols | AvenueCX
https://www.youtube.com/user/kevinpnichols

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Mapping Content to the Customer Journey: 5 Keys to Success with Kevin Nichols

  • 1. MAPPING CONTENT TO THE CUSTOMER JOURNEY: 5 KEYS TO SUCCESS Kevin Nichols, Executive Director – Experience @kpnichols | @AvenueCX
  • 2.
  • 3. About Kevin Helping you shape your content experience Kevin P Nichols, Executive Director, Experience at AvenueCX Content Champion. Author. Syfy Network and Bergman Movie Buff. @KPNichols • Expert in enterprise content strategy & personalization for global companies. • Author, Enterprise Content Strategy: A Project Guide and UX for Dummies. • Experience & Clients: SapientNitro, MIT Open Courseware, Hewlett Packard, Verizon, Target, & many more global brands. 3@KPNichols | @AvenueCX
  • 6. B2B customer journey Personalization with content mapping example for Decision Maker persona 6 1. Search for product 2. Explore product 3. Evaluate product 4. Buy Product 5. Use Product Discovery Awareness Research Purchase Loyalty Anonymous Anonymous Known Visitor Known Prospect Customer Website (desktop) Mobile search Website (desktop) Mobile Website (desktop) Mobile app Customer portal Website (desktop) Mobile app Customer portal Customer rep Customer portal Online communities Email Customer rep Featured products Though leadership Product overviews Insights Whitepapers Product details Specifications Performance benchmarks Testing documentation Requirements checklists Vender comparisons Schematics Analyst report Original research Use case Architectural docs ROI/TCO calculator Customer profile Sales enablement content Product notifications Sales enablement content Newsletters Knowledge base UGC Task Lifecycle Channel Content User’s state @KPNichols | @AvenueCX
  • 7. Key takeaways Customer centricity drives journey decisions 7 • Customer journeys reflect the needs within a customer lifecycle for a persona or user segment • Needs are broken into tasks and steps to fulfill the need • Every step can be met with content
  • 8. Five Keys to Success
  • 9. I need a tech company that provides solar and IOT solutions Who are this company's customers? Do they have schematics available? How do I know about new technologies and product innovations? Can I do an event that showcases my success? I need an established company and not a startup Which solar solutions do they provide? Do they have architecture docs so I can see how it fits into my technology? What if I require additional support? How do I share my experiences? I need a commitment to ongoing innovation within this space Which smart building solutions do they offer? What are their support options How do I communicate with other engineers that have purchased the product? Where do I get more knowledge when I need it? Can I communicate with one of their engineers? What new innovation can inspire my product development process? How do I stay in contact as I continue to use my product and evolve my technology? 9 1. Start with your customer lifecycle and identify needs within each stage per persona Discovery Awareness Research Purchase Loyalty Customer Lifecycle Stages User Need for Decision Maker persona I need a tech company that provides solar and IOT solutions I need an established company and not a startup I need a commitment to ongoing innovation within this space @KPNichols | @AvenueCX
  • 10. 10 2. Translate user needs into list of primary user journeys per each persona Discovery Awareness Research Purchase Loyalty I need a tech company that provides solar and IOT solutions Who are this company's customers? Do they have schematics available? How do I know about new technologies and product innovations? Can I do an event that showcases my success? I need an established company and not a startup Which solar solutions do they provide? Do they have architecture docs so I can see how it fits into my technology? What if I require additional support? How do I share my experiences? I need to understand a commitment to ongoing innovation Which smart building solutions do they offer? What are their support options? How do I communicate with other engineers that have purchased the product? Where do I get more knowledge when I need it? Can I communicate with one of their engineers? What new innovation can inspire my product development process? How do I stay in contact as I continue to use my product and evolve my technology? 1. Answer: Why company X for the Decision Maker persona? 2. Answer: Why is product best for me (the best in-class in emerging market)? 3. Drive user to sign up for profile 1. Order a sample 2. Build POC 3. Purchase the product 1. Support current product 2. View product updates 3. Evaluate additional opportunities User Tasks @KPNichols | @AvenueCX 1. Answer: Why company X for Decision Maker persona? 2. Answer: Why is the product best for the user (the best in-class in emerging market)? 3. Drive user to sign up for profile
  • 11. 3. Define steps necessary to execute the journey and validate 11 Customer journey for: Answer: Why the product is best in-class in emerging market? User task 1. Search in organic search for IOT components in solar technology that support smart buildings 2. Review primary companies and then go to homepage of Company X 3. Click on product category page featured in home page carousel for IOT Smart buildings 4. Click on content that features story of why the company is the best in the industry for IOT Smart buildings. 5. After viewing video, click on featured product list to a specific product --User journey continues with steps @KPNichols | @AvenueCX
  • 12. 4. Create specific steps necessary to execute the journey 12 Customer journey for: Answer: Why the product is best in-class in emerging market? User task Content 1. Search in organic search for IOT components in Solar technology that support smart buildings SEM presents top category placement in search results 2. Review primary companies and then go to homepage of Company X Home page shows IOT Smart building story and features related products in product tiles 3. Click on product category page featured in home page carousel for IOT Smart buildings Product category carousel for IOT smart buildings features solar technology story 4. Click on content that features story of why the company is the best in the industry for IOT Smart buildings. Aspirational video is provided in About Company X module that speaks to our expertise in solar and our company's history 5. After viewing video, click on featured product list to a specific product Featured products include solar solutions --User journey continues with steps @KPNichols | @AvenueCX
  • 13. 5. Use governance and performance-based framework for ongoing success. 13@KPNichols | @AvenueCX
  • 15. Case Study for Customer Journey Approach to Content B2B technology company rolled-out customer journey based personalization • Page views per visit quadrupled • Time spent on site per visit doubled • Product views doubled • Downloaded content doubled • Repeat use of the website increased 15@KPNichols | @AvenueCX
  • 16. Case Study for Customer Journey Approach to Content (cont.) B2B technology company rolled-out customer journey based personalization Internally, there were immediate changes to how teams approached content • Ability to figure out who was viewing which content led to more informed content planning • Made the case for other business units to rollout personalization and adopt performance-based approach to editorial planning 16@KPNichols | @AvenueCX