U of wa mapping content to customer journeys - final

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Content Strategy Inc.

Mapping content to the customer journey.

Integrating Content into
Customer Journeys
University of Washington
May 1, 2018

What’s a customer journey?
A customer journey
looks at what a person
experiences at every
stage of their
relationship with a
company.

• Getting the IKEA magazine
• Browsing for ideas on ikea.com
• Shopping at IKEA
• Talking to IKEA staff
• Building IKEA furniture
• Picking up spare parts
• Using IKEA furniture
What if you’re unhappy?
What if you’re hungry?
In the real world…

Mapping content to a customer journey
• To create great experiences
• To build bridges
• Because it’s good business

What do you need?
PersonasContent-focused
user research
Customer Journeys

Aware Research Decide Use Support Advocacy
Purpose
Topics
Types
Formats
Channels
Messages

Purpose (author perspective):
To inspire
To educate
To inform
To entertain
To persuade
To signpost

Purpose (audience perspective):
To do
To learn
To know
To decide
To find
To feel

Topics:
Subject matter that
interests your audience.

Content types & formats:
Product detail
How to
Case study
News article
html
Video
Audio
PDF

Content messages
Motivational Enabling
Help someone in
need.
It’s easy. Here’s how.

Content messages
Think concepts,
not copy!

What content will support
your persona on their
journey with your
company?
Content mapping

For every persona. For every journey stage.

Decision
• Inform
• Persuade
Research
• Inform
Content
purpose

Decision
• Inform
• Persuade
Research
• Inform
Content
topics

Decision
• Inform
• Persuade
Research
• Inform
Content
types

Research
• Affordable
• Adventure
Decision
• Inform
• Persuade
Research
• Inform
Content
messages

Content
messages
Decision
• Inform
• Persuade
Research
• Inform

For project team
(Or Excel)
What it really looks like

For project stakeholders
What it really looks like

Common truths
Shared experiences
Stay high level

One persona
One journey stage
One content element
Get specific
www.facebook.com/humansofnewyork

Questions?
And thank you
Kathy Wagner
Content Strategy Inc
kathy@contentstrategyinc.com
@Kathy_CS_Inc | @Team_CS_Inc

For more on this topic go to: http://disruptivemarketer.net How can content marketing, when used in a disruptive manner, help build more word of mouth for your company? How is B2B tech using content marketing tactics to build new avenues of awareness? How does your company use search and social data to plan and measure your content marketing and lead generation activities? Presented at Brand Innovators Content Marketing Seattle by Geoffrey Colon, Group Product Marketing Manager of Emerging Media at Microsoft Follow Geoff on Twitter http://twitter.com/djgeoffe #BISummit #BingAds #Bing #ContentMarketing

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U of wa mapping content to customer journeys - final

1. Integrating Content into Customer Journeys University of Washington May 1, 2018

2. What’s a customer journey? A customer journey looks at what a person experiences at every stage of their relationship with a company.

3. • Getting the IKEA magazine • Browsing for ideas on ikea.com • Shopping at IKEA • Talking to IKEA staff • Building IKEA furniture • Picking up spare parts • Using IKEA furniture What if you’re unhappy? What if you’re hungry? In the real world…

4. In our world…

5. Mapping content to a customer journey • To create great experiences • To build bridges • Because it’s good business

6. What do you need? PersonasContent-focused user research Customer Journeys

7. Aware Research Decide Use Support Advocacy Purpose Topics Types Formats Channels Messages

8. Agree on definitions

9. Purpose (author perspective): To inspire To educate To inform To entertain To persuade To signpost

10. Purpose (audience perspective): To do To learn To know To decide To find To feel

11. Topics: Subject matter that interests your audience.

12. Content types & formats: Product detail How to Case study News article html Video Audio PDF

13. Content messages Brand (emotional) Product (intellectual) The new global phenomenon. For ages 8 and up.

14. Content messages Motivational Enabling Help someone in need. It’s easy. Here’s how.

15. Content messages Think concepts, not copy!

16. What content will support your persona on their journey with your company? Content mapping

17. For every persona. For every journey stage.

18. Research • Inform Content purpose

19. Decision • Inform • Persuade Research • Inform Content purpose

20. Decision • Inform • Persuade Research • Inform Content topics

21. Decision • Inform • Persuade Research • Inform Content topics

22. Decision • Inform • Persuade Research • Inform Content types

23. Decision • Inform • Persuade Research • Inform Content types

24. Research • Affordable • Adventure Decision • Inform • Persuade Research • Inform Content messages

25. Content messages Decision • Inform • Persuade Research • Inform

26. For project team (Or Excel) What it really looks like

27. For project stakeholders What it really looks like

28. Can’t do it all?

29. Common truths Shared experiences Stay high level

30. One persona One journey stage One content element Get specific www.facebook.com/humansofnewyork

31. Above all, do what you can implement.

32. Questions? And thank you Kathy Wagner Content Strategy Inc kathy@contentstrategyinc.com @Kathy_CS_Inc | @Team_CS_Inc

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