Content and-customer-journeys lavacon2014-final

www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
Integrating Content into Customer Journeys
Melissa Breker
Kathy Wagner
October 15, 2014

About the Speakers: Content Strategists
Background in tech comm& UX
Background in business & marketing
Co-Founders of Content Strategy Inc

What is Content Strategy?
Joinusforajourney
Agenda
What?
Why?
How?
Quick wins
Let’s try it!
Resources

Youmaybewondering…
So what? How can I use this for my work?

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

•Getting the IKEAmagazine
•Browsing for ideas on ikea.com
•Shopping at IKEA
•Talking to IKEAstaff
•Building IKEAfurniture
•Picking up spare parts
•Using IKEAfurniture
What if you’re unhappy?
What if you’re hungry?
Intherealworld…

Inourworld…
http://www.joycehostyn.com/blog/2010/03/22/visualizing-the-customer-experience-using-customer-experience-journey-maps/

A content journey shows how content strengthens the customer experience at each touch point, in each stage.
What’sacontentjourney?

Why?

Tobuildbridges

Tocreategreatexperiences

Becauseit’sgoodbusiness
“Global Insights on Succeeding in the Customer Experience Era” Oracle,, May 2013.
http://www.oracle.com/us/corporate/features/cx-survey/index.html.

How do you get it done?

Gettingstarted

Breakdownsilos
Adaptive
Content
Behavioural
Emotional
Mental
Personas

Breakdownsilos
Adaptive
Content
Behavioural
Emotional
Mental
http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/
Customerjourney

What content will support them on their journey?
Contentmapping

•Content experiences
•Content topics
•Content types & formats
•Content messages
•Content triggers
•Content distribution channels
Thinkabout…

Research stage
•Quick info
•In my language
•On my device
Advocacy stage
•Delivered to me
•Sharable
•Targeted
Contentexperiences

Decision-making stage
•Local service providers
•Specific features
Support stage
•Maintenance reminders
•Recall warnings
Contenttopics

Breakdownsilos
Adaptive
Content
Behavioural
Emotional
Mental
Contenttypes&formats

Breakdownsilos
Adaptive
Content
Behavioural
Emotional
Mental
Content types (eg)
•Product detail
•Success story
•Case study
•News article
•Educational article
Content formats (eg)
•Html
•Video
•Audio
•Infographic
•PDF
Contenttypes&formats
Based on journey stages
Based on brand + personas

Brand (emotional)Product (intellectual)
Contentmessages

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

Motivational
+ Enabling
Contenttriggers

Contenttriggers
Motivational
+ Enabling
Help someone in need.
Here’s how.
It’s easy.

Contentdistributionchannels

Research stage
•Website
•Social media
Contentdistributionchannels
Support stage
•Email
•Apps

•Brainstorming
•Early designs
•Conceptual designs
•Detailed requirements
Puttingitalltogether

For every persona
For every journey stage
Brainstorming

High-level topics & messages only.
Break it down later.
Audience: Project working team
Earlydesigns

Quick wins for content mapping

Common truths
Shared experiences
Stayhighlevel

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

Aboveall,dowhatyoucanimplement

Let’s try it!

Persona: New mom
Company: Costume retailer
Journey stage 1: Research
Journey stage 2: Advocacy
Scenario

Persona: New mom
Company: Costume retailer
Journey stage 1: Research
Journey stage 2: Advocacy
Scenario
Think about:
Content experiences
Content topics
Content types & formats
Content messages
Content triggers
Distribution channels

Scenario: New mom + online costumeretailer
Research
Advocacy
Experiences
•Filter andsort costumes
•Zoom in to see details
•Order easily
•Share photos
•Refer a friend, get a bonus
•Share articles of interest
Topics
•Costumes 6-9 months
•Safety
•Cost
•Storing costumes
•Next year’s ideas
•Costume swap

Personas
•“How To and Tools –Personas”by Usability.gov.
•“Connected UX”by AarronWalterAugust 2013.
•Communicating Design: Developing Web Site Documentation for Design and Planningby Dan Brown. 2010
Customer Journeys
•“Mapping the Journey Experience Beyond the Screen”by JaminHegeman/ 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”byTomasz 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, 2014
On Slideshare: Integrating content and customer journeys, CS Inc, 2014

@MelissaBreker
@Kathy_CS_Inc
ContentStrategyInc.com

Content and-customer-journeys lavacon2014-final

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