Mapping Content to Customer Journeys - Kathy Wagner, Design and Content Conference 2015

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

Then, why… Personas +

content Journeys +

content@kathy_cs_inc @dcontentconf#ContentJourney


“Not a priority”

“No budget”

“No time”

“Not our responsibility”


The truth is you just don’t know how…


… EASY it is.


… HELPFUL it is.




Content purposeContent topicsContent types & formatsContent messages


Agree on definitions


Purpose (Or, what’s the point?):

To inspire

To educate

To inform

To entertain

To persuade

To signpost


Topics:Subject matter that interests your audience.


Content types & formats:

Product detailHow toCase studyNews article

htmlVideoAudioPDF


Content messages

Brand (emotional)

Product (intellectual)

The new global phenomenon.

For ages 8 and up.


Content messages

Think concepts, not copy!


AGREE ON DEFINITIONSLet’s get started!


++


Personas


Or, educated guesses and lots of stickies.


What content will support Austin on his journey with your company?

Content mapping



Content purposesAwarenes

s• Entertain• Inspire



s• Entertain• Inspire Research

• Inform



s• Entertain• Inspire Research

• InformDecision

• Inform• Persuade


Content purposes

Decision• Inform• PersuadeAwareness

• Entertain• Inspire

Research• Inform


Content topics



Research• Inform

Research

• Grand

Canyon

• Antarctica


Content topics



Research• Inform

Research

• Grand

Canyon

• Antarctica

Decision• Payment

terms• Timing


Content topics



Research• Inform

Research

• Grand

Canyon

• Antarctica

Decision• Payment

terms• Timing

Support• 24/7

contacts• In your

area…


Content topics



Research• Inform

Research

• Grand

Canyon

• Antarctica

Decision• Payment terms

• Timing Support

• 24/7 contacts

• In your

area…


Content types



Research• Inform

Research

• Grand

Canyon

• Antarctica


• Timing Support

• 24/7 contacts

• In your

area…Awareness

• Travel

articles


Content types



Research• Inform

Research

• Grand

Canyon

• Antarctica


• Timing Support

• 24/7 contacts

• In your

area…Awareness

• Travel

articles Research• Package details• Reviews• Upgrade options


Content types



Research• Inform

Research

• Grand

Canyon

• Antarctica


• Timing Support

• 24/7 contacts

• In your

area…Awareness

• Travel

articles Research• Package details• Reviews• Upgrade options

Advocacy

• Reviews• Your story


Content types



Research• Inform

Research

• Grand

Canyon

• Antarctica


• Timing Support

• 24/7 contacts

• In your

area…

Awareness

• Travel

articles

Advocacy

• Reviews

• Your story

Research• Package details• Reviews• Upgrade options


Content formats



Research• Inform

Research

• Grand

Canyon

• Antarctica


• Timing Support

• 24/7 contacts

• In your

area…

Awareness

• Travel

articles

Advocacy

• Reviews

• Your story


Text / Photos / Videos


Content messages



Research• Inform

Research

• Grand

Canyon

• Antarctica


• Timing Support

• 24/7 contacts

• In your

area…

Awareness

• Travel

articles

Advocacy

• Reviews

• Your story



Research

• Affordable• Adventure


Content messages



Research• Inform

Research

• Grand

Canyon

• Antarctica


• Timing Support

• 24/7 contacts

• In your

area…

Awareness

• Travel

articles

Advocacy

• Reviews

• Your story



Research

• Affordable• AdventureSupport

• We’re here

to help


Content messages



Research• Inform

Research

• Grand

Canyon

• Antarctica


• Timing Support

• 24/7 contacts

• In your

area…

Awareness

• Travel

articles

Advocacy

• Reviews

• Your story



Research

• Affordable• AdventureSupport

• We’re here

to help

Advocacy• Share & win• Stay

connected


Content messages



Research• Inform

Research

• Grand

Canyon

• Antarctica


• Timing Support

• 24/7 contacts

• In your

area…

Awareness

• Travel

articles

Advocacy

• Reviews

• Your story



Research• Affordable• Adventure

Advocacy• Share & win• Stay connected

Support•We’re here to help

Austin



High-level topics & messages only.

Break it down later.

What it actually looks like(or Excel)


Awareness Advocate


Common truthsShared experiences

Stay high level


www.facebook.com/humansofnewyork

One personaOne journey stageOne content element

Get specific


You’re not alone! Some of our clients:



content

Questions?

Thanks!



Kathy Wagner