Personas content questions:"what's in it for me?"

Content Model > Product Visuals

Customer Content Journey Ongoing,non-linear

Linearprocess

Non-linear (exploratory), but time based

Awareness Conversion UsageStages SupportConsideration

"maybe I need this product"

"these look like fine

candidates"

"I'm going for this product

X by brand Y"

"I'm a happy user of product X. You

should use it to"

"Please send me spare parts..."

John

Paul

Ringo

George

"What Exactly can I do with this?"

"Why is X bettter than Y?"

"I love X's features…but Y's price"

"I'm looking for a product that will do task A"

…sees Paul sharing product X and clicks on it

…shares product X on facebook

buys product X online

"Does product X also has that feature I saw on product

Y?"

Sees product X reviews, decides and looks up a

dealer on their site

Posts a video off him using product X

Orders spare parts online after 2 years of usage

sees comparison chart of prices & features, decides on product X

…reads forums on product X, finds it an interesting

product

…sees product X again on an ad, clicks and buys

…is not satisfied and wants to return product X

> Features & Benefits list or Matrix. FAQ

> Facebook Campaign

> Google Remarketing campaign

> SEO

> SEA

> Product usage video

> FAQ & Manuals

>Testimonials

> Special offers