Mapping Content to Customer Journeys
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The document discusses mapping content to customer journeys. It explains that mapping content to personas and stages of a customer's journey can help ensure the right content is delivered at the right time. The document provides examples of defining content purposes, topics, types, formats and messages to map to different stages of a hypothetical customer's journey. It emphasizes starting broadly and then drilling down into more specific content elements and provides examples of how mapped content can look.
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Mapping Content to Customer Journeys
- 1. MAPPING CONTENT TO CUSTOMER JOURNEYS Kathy Wagner Co-Founder & Principal Strategist Content Strategy Inc @kathy_cs_inc @dcontentconf #ContentJourney
- 2. @melissabreker #intelcontent If… Personas Customer journeys Content is important @kathy_cs_inc @dcontentconf #ContentJourney
- 3. Then, why… Personas + content Journeys + content @kathy_cs_inc @dcontentconf #ContentJourney
- 5. “Not a priority” “No budget” “No time” “Not our responsibility” @kathy_cs_inc @dcontentconf #ContentJourney
- 6. The truth is you just don’t know how… @kathy_cs_inc @dcontentconf #ContentJourney
- 7. … EASY it is. @kathy_cs_inc @dcontentconf #ContentJourney
- 8. … HELPFUL it is. @kathy_cs_inc @dcontentconf #ContentJourney
- 11. Content purpose Content topics Content types & formats Content messages @kathy_cs_inc @dcontentconf #ContentJourney
- 12. Agree on definitions @kathy_cs_inc @dcontentconf #ContentJourney
- 13. Purpose (Or, what’s the point?): To inspire To educate To inform To entertain To persuade To signpost @kathy_cs_inc @dcontentconf #ContentJourney
- 14. Topics: Subject matter that interests your audience. @kathy_cs_inc @dcontentconf #ContentJourney
- 15. Content types & formats: Product detail How to Case study News article html Video Audio PDF @kathy_cs_inc @dcontentconf #ContentJourney
- 16. Content messages Brand (emotional) Product (intellectual) The new global phenomenon. For ages 8 and up. @kathy_cs_inc @dcontentconf #ContentJourney
- 17. Content messages Think concepts, not copy! @kathy_cs_inc @dcontentconf #ContentJourney
- 18. AGREE ON DEFINITIONS Let’s get started! @kathy_cs_inc @dcontentconf #ContentJourney
- 21. Or, educated guesses and lots of stickies. @kathy_cs_inc @dcontentconf #ContentJourney
- 22. What content will support Austin on his journey with your company? Content mapping @kathy_cs_inc @dcontentconf #ContentJourney
- 26. @kathy_cs_inc @dcontentconf #ContentJourney Content purposes Decision • Inform • Persuade Research • Inform
- 27. @kathy_cs_inc @dcontentconf #ContentJourney Content topics Decision • Inform • Persuade Research • Inform
- 28. @kathy_cs_inc @dcontentconf #ContentJourney Content topics Decision • Inform • Persuade Research • Inform
- 29. @kathy_cs_inc @dcontentconf #ContentJourney Content topics Decision • Inform • Persuade Research • Inform
- 30. @kathy_cs_inc @dcontentconf #ContentJourney Content topics Decision • Inform • Persuade Research • Inform
- 31. @kathy_cs_inc @dcontentconf #ContentJourney Content types Decision • Inform • Persuade Research • Inform
- 32. @kathy_cs_inc @dcontentconf #ContentJourney Content types Decision • Inform • Persuade Research • Inform
- 33. @kathy_cs_inc @dcontentconf #ContentJourney Content types Decision • Inform • Persuade Research • Inform Advocacy • Reviews • Your story
- 34. @kathy_cs_inc @dcontentconf #ContentJourney Content types Decision • Inform • Persuade Research • Inform
- 35. @kathy_cs_inc @dcontentconf #ContentJourney Content formats Decision • Inform • Persuade Research • Inform Text / Photos / Videos
- 36. @kathy_cs_inc @dcontentconf #ContentJourney Content messages Decision • Inform • Persuade Research • Inform Text / Photos / Videos Research • Affordable • Adventure
- 37. @kathy_cs_inc @dcontentconf #ContentJourney Content messages Decision • Inform • Persuade Research • Inform Text / Photos / Videos Research • Affordable • Adventure
- 38. @kathy_cs_inc @dcontentconf #ContentJourney Content messages Decision • Inform • Persuade Research • Inform Text / Photos / Videos Research • Affordable • Adventure
- 39. @kathy_cs_inc @dcontentconf #ContentJourney Content messages Decision • Inform • Persuade Research • Inform Text / Photos / Videos
- 42. High-level topics & messages only. Break it down later. What it actually looks like (or Excel) @kathy_cs_inc @dcontentconf #ContentJourney Awareness Advocate
- 44. Common truths Shared experiences Stay high level @kathy_cs_inc @dcontentconf #ContentJourney
- 45. www.facebook.com/humansofnewyork One persona One journey stage One content element Get specific @kathy_cs_inc @dcontentconf #ContentJourney
- 46. You’re not alone! Some of our clients: @kathy_cs_inc @dcontentconf #ContentJourney
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