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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…
In our 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
Agree on definitions
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
Brand (emotional) Product (intellectual)
The new global
phenomenon.
For ages 8 and up.
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.
Research
• Inform
Content
purpose
Decision
• Inform
• Persuade
Research
• Inform
Content
purpose
Decision
• Inform
• Persuade
Research
• Inform
Content
topics
Decision
• Inform
• Persuade
Research
• Inform
Content
topics
Decision
• Inform
• Persuade
Research
• Inform
Content
types
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
Can’t do it all?
Common truths
Shared experiences
Stay high level
One persona
One journey stage
One content element
Get specific
www.facebook.com/humansofnewyork
Above all, do what you can implement.
Questions?
And thank you
Kathy Wagner
Content Strategy Inc
kathy@contentstrategyinc.com
@Kathy_CS_Inc | @Team_CS_Inc

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U of wa mapping content to customer journeys - final