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.
15. Content types & formats:
Product detail
How to
Case study
News article
html
Video
Audio
PDF
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16. Content messages
Brand (emotional) Product (intellectual)
The new global
phenomenon.
For ages 8 and up.
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42. High-level topics
& messages only.
Break it down
later.
What it actually looks like
(or Excel)
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Awareness Advocate