mapping content to customer journeys - kathy wagner, design and content conference 2015
TRANSCRIPT
MAPPING CONTENT TO CUSTOMER JOURNEYSKathy WagnerCo-Founder & Principal StrategistContent Strategy Inc
@kathy_cs_inc @dcontentconf#ContentJourney
@melissabreker #intelcontent
If… Personas Customer
journeys Content is
important@kathy_cs_inc @dcontentconf#ContentJourney
“Not a priority”
“No budget”
“No time”
“Not our responsibility”
@kathy_cs_inc @dcontentconf#ContentJourney
Content purposeContent topicsContent types & formatsContent messages
@kathy_cs_inc @dcontentconf#ContentJourney
Purpose (Or, what’s the point?):
To inspire
To educate
To inform
To entertain
To persuade
To signpost
@kathy_cs_inc @dcontentconf#ContentJourney
Content types & formats:
Product detailHow toCase studyNews article
htmlVideoAudioPDF
@kathy_cs_inc @dcontentconf#ContentJourney
Content messages
Brand (emotional)
Product (intellectual)
The new global phenomenon.
For ages 8 and up.
@kathy_cs_inc @dcontentconf#ContentJourney
What content will support Austin on his journey with your company?
Content mapping
@kathy_cs_inc @dcontentconf#ContentJourney
@kathy_cs_inc @dcontentconf#ContentJourney
Content purposesAwarenes
s• Entertain• Inspire Research
• Inform
@kathy_cs_inc @dcontentconf#ContentJourney
Content purposesAwarenes
s• Entertain• Inspire Research
• InformDecision
• Inform• Persuade
@kathy_cs_inc @dcontentconf#ContentJourney
Content purposes
Decision• Inform• PersuadeAwareness
• Entertain• Inspire
Research• Inform
@kathy_cs_inc @dcontentconf#ContentJourney
Content topics
Decision• Inform• PersuadeAwareness
• Entertain• Inspire
Research• Inform
Research
• Grand
Canyon
• Antarctica
@kathy_cs_inc @dcontentconf#ContentJourney
Content topics
Decision• Inform• PersuadeAwareness
• Entertain• Inspire
Research• Inform
Research
• Grand
Canyon
• Antarctica
Decision• Payment
terms• Timing
@kathy_cs_inc @dcontentconf#ContentJourney
Content topics
Decision• Inform• PersuadeAwareness
• Entertain• Inspire
Research• Inform
Research
• Grand
Canyon
• Antarctica
Decision• Payment
terms• Timing
Support• 24/7
contacts• In your
area…
@kathy_cs_inc @dcontentconf#ContentJourney
Content topics
Decision• Inform• PersuadeAwareness
• Entertain• Inspire
Research• Inform
Research
• Grand
Canyon
• Antarctica
Decision• Payment terms
• Timing Support
• 24/7 contacts
• In your
area…
@kathy_cs_inc @dcontentconf#ContentJourney
Content types
Decision• Inform• PersuadeAwareness
• Entertain• Inspire
Research• Inform
Research
• Grand
Canyon
• Antarctica
Decision• Payment terms
• Timing Support
• 24/7 contacts
• In your
area…Awareness
• Travel
articles
@kathy_cs_inc @dcontentconf#ContentJourney
Content types
Decision• Inform• PersuadeAwareness
• Entertain• Inspire
Research• Inform
Research
• Grand
Canyon
• Antarctica
Decision• Payment terms
• Timing Support
• 24/7 contacts
• In your
area…Awareness
• Travel
articles Research• Package details• Reviews• Upgrade options
@kathy_cs_inc @dcontentconf#ContentJourney
Content types
Decision• Inform• PersuadeAwareness
• Entertain• Inspire
Research• Inform
Research
• Grand
Canyon
• Antarctica
Decision• Payment terms
• Timing Support
• 24/7 contacts
• In your
area…Awareness
• Travel
articles Research• Package details• Reviews• Upgrade options
Advocacy
• Reviews• Your story
@kathy_cs_inc @dcontentconf#ContentJourney
Content types
Decision• Inform• PersuadeAwareness
• Entertain• Inspire
Research• Inform
Research
• Grand
Canyon
• Antarctica
Decision• Payment terms
• Timing Support
• 24/7 contacts
• In your
area…
Awareness
• Travel
articles
Advocacy
• Reviews
• Your story
Research• Package details• Reviews• Upgrade options
@kathy_cs_inc @dcontentconf#ContentJourney
Content formats
Decision• Inform• PersuadeAwareness
• Entertain• Inspire
Research• Inform
Research
• Grand
Canyon
• Antarctica
Decision• Payment terms
• Timing Support
• 24/7 contacts
• In your
area…
Awareness
• Travel
articles
Advocacy
• Reviews
• Your story
Research• Package details• Reviews• Upgrade options
Text / Photos / Videos
@kathy_cs_inc @dcontentconf#ContentJourney
Content messages
Decision• Inform• PersuadeAwareness
• Entertain• Inspire
Research• Inform
Research
• Grand
Canyon
• Antarctica
Decision• Payment terms
• Timing Support
• 24/7 contacts
• In your
area…
Awareness
• Travel
articles
Advocacy
• Reviews
• Your story
Research• Package details• Reviews• Upgrade options
Text / Photos / Videos
Research
• Affordable• Adventure
@kathy_cs_inc @dcontentconf#ContentJourney
Content messages
Decision• Inform• PersuadeAwareness
• Entertain• Inspire
Research• Inform
Research
• Grand
Canyon
• Antarctica
Decision• Payment terms
• Timing Support
• 24/7 contacts
• In your
area…
Awareness
• Travel
articles
Advocacy
• Reviews
• Your story
Research• Package details• Reviews• Upgrade options
Text / Photos / Videos
Research
• Affordable• AdventureSupport
• We’re here
to help
@kathy_cs_inc @dcontentconf#ContentJourney
Content messages
Decision• Inform• PersuadeAwareness
• Entertain• Inspire
Research• Inform
Research
• Grand
Canyon
• Antarctica
Decision• Payment terms
• Timing Support
• 24/7 contacts
• In your
area…
Awareness
• Travel
articles
Advocacy
• Reviews
• Your story
Research• Package details• Reviews• Upgrade options
Text / Photos / Videos
Research
• Affordable• AdventureSupport
• We’re here
to help
Advocacy• Share & win• Stay
connected
@kathy_cs_inc @dcontentconf#ContentJourney
Content messages
Decision• Inform• PersuadeAwareness
• Entertain• Inspire
Research• Inform
Research
• Grand
Canyon
• Antarctica
Decision• Payment terms
• Timing Support
• 24/7 contacts
• In your
area…
Awareness
• Travel
articles
Advocacy
• Reviews
• Your story
Research• Package details• Reviews• Upgrade options
Text / Photos / Videos
Research• Affordable• Adventure
Advocacy• Share & win• Stay connected
Support•We’re here to help
High-level topics & messages only.
Break it down later.
What it actually looks like(or Excel)
@kathy_cs_inc @dcontentconf#ContentJourney
Awareness Advocate
www.facebook.com/humansofnewyork
One personaOne journey stageOne content element
Get specific
@kathy_cs_inc @dcontentconf#ContentJourney