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www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
Melissa BrekerContent Strategy Inc.
Mapping Content to the Customer Journey
©2016 Content Strategy Inc @melissabreker #PCV16
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
What’s up for today?
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
What we’re talking about today
Understanding your customer
Getting it done
Content journeys
©2016 Content Strategy Inc @melissabreker #PCV16
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
Melissa’s Bio• Grew up wrestling
crocodiles in Australia
• Transitioned out of marketing into content strategy
• Fell in love with supporting change
Today I help change the way people think about content through teaching, mentoring, partnering with others, and running workshops.
©2016 Content Strategy Inc @melissabreker #PCV16
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
Company Clients
©2016 Content Strategy Inc @melissabreker #PCV16
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
And what about you?
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon©2016 Content Strategy Inc . @melissabreker
Did you know…
“Global Insights on Succeeding in the Customer Experience Era” Oracle,, May 2013. http://www.oracle.com/us/corporate/features/cx-survey/index.html.
©2016 Content Strategy Inc @melissabreker #PCV16
©2016 Content Strategy Inc @melissabreker #PCV16
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
©2016 Content Strategy Inc .
• 3 to 10 times click through and conversion rates
• $300 Million in margins by matching messaging to buyer journey.
“Digitizing the Consumer Decision Journey” McKinsey & Company, June 2014.
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
©2016 Content Strategy Inc @melissabreker #PCV16
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon©2016 Content Strategy Inc . @melissabreker
There’s another way…
A customer journey looks at what a person experiences at every stage of their relationship with a company.
What’s a customer journey?
• 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…
What’s a content journey?
A content journey shows how content strengthens the customer experience at each touch point, in each stage.
How do you get it done?
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
Getting started
©2016 Content Strategy Inc @melissabreker #PCV16
Or, educated guesses and lots of stickies.
What is Content Strategy?
Break down silosAdaptive
Content
Behavioural
EmotionalMental
Image used with permission: Jason Travis: http://www.jasontravisphoto.com/persona/
Personas
What is Content Strategy?
Break down silosAdaptive
Content
Behavioural
EmotionalMental
http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/
Customer journey
What content will support Austin on his journey?
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
Content mapping
©2016 Content Strategy Inc @melissabreker #PCV16
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
Think about…
• Content purposes• Content topics• Content messages• Content triggers
©2016 Content Strategy Inc @melissabreker #PCV16
Content purposes
• To educate• To entertain• To inform
• To inspire• To educate• To entertain
Content purposes
What is Content Strategy?
Break down silosAdaptive
Content
Behavioural
EmotionalMental
Content topics
What is Content Strategy?
Break down silosAdaptive
Content
Behavioural
EmotionalMental
Decision making• What’s the best
price for the fare?
• What time will I arrive?
• What activities should I book in advance?
Advocacy• How will I share
and store my photos?
Content topics
Brand (emotional) Product (intellectual)Content messages
The new global phenomenon. For ages 8 and up.
Brand (emotional) Product (intellectual)Content messages
Motivational+ Enabling
Content triggers
Content triggers
Motivational+ EnablingHelp someone in need.Here’s how. It’s easy.
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
Putting it together…
• Brainstorming• Early designs• Conceptual designs• Detailed requirements
©2016 Content Strategy Inc @melissabreker #PCV16
For every personaFor every journey stage
Brainstorming
High-level topics & messages only. Break it down later.
Audience: Project working team
Early designs
Audience: Project stakeholders
Conceptual designs
Audience: ImplementersDetailed requirements
© Brain Traffic 2013
Let’s try it…
Persona: New momCompany: Costume retailerJourney stage 1: ResearchJourney stage 2: Advocacy
Scenario
Think about: PurposeContent topicsContent messagesContent triggers
Persona: New momCompany: Costume retailerJourney stage 1: ResearchJourney stage 2: Advocacy
Scenario
Persona: New momCompany: Costume retailerJourney stage 1: ResearchJourney stage 2: Advocacy
Scenario
Think about: PurposeContent topicsContent messagesContent triggers
Persona: New momCompany: Costume retailerJourney stage 1: ResearchJourney stage 2: Advocacy
Scenario
Think about: PurposeContent topicsContent messagesContent triggers
Scenario: New mom + online costume retailer
Research AdvocacyTopics • Costumes 6-
9 months• Safety• Cost
• Storing costumes
• Next year’s ideas
• Costume swap
Quick wins for content mapping
Common truthsShared experiences
Stay high level
www.facebook.com/humansofnewyork
One personaOne journey stageOne product element
Getultra-specific
Above all, do what you can implement
Personas• “How To and Tools – Personas”
by Usability.gov.• “Connected UX” by Aarron
Walter August 2013.• Communicating
Design: Developing Web Site Documentation for Design and Planning by Dan Brown. 2010
Customer Journeys• “
Mapping the Journey Experience Beyond the Screen” by Jamin Hegeman/ Adaptive Path. May 2012.
• “Improving UX with Customer Journey Maps” by Jacek Samsel. May 2013.
• “Customer Journey Maps – A ‘Quick And Dirty’ Technique To Create Them” by Tomasz Czajkowski/ UsabilityGeek.com. October 2013
Resources
Unless otherwise specified on page, all photos in this presentation have creative commons license and were sourced through Flickr.
Mapping content to customer journeys, by Kathy Wagner, 2014On Slideshare: Integrating content and customer journeys, CS Inc, 2014
content
Thanks!