Content and Customer Journeys

www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
Melissa Breker
Content Strategy Inc.
Mapping Content to the Customer
Journey
@Team_CS_Inc | @MelissaBreker | #collectiveconf

Hello!

41
hours

The food …
©2016 Content Strategy Inc ContentStrategyInc.com @melissabreker

Or… my Australian version
©2016 Content

What’s up for
today?
The best road trip ….

www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon©2016 Content
In reality
2 cassettes
Trapped in the
back
Brother and
sisters fighting

It got me thinking

What we hear ….

What we hear ….What we hear ….

It comes down to…
It comes
down to
gaps…

It comes
down to
gaps…

We need to align people
and process.

• 3 to 10 times click through and
conversion rates
• $300 Million in margins by matching
messaging to buyer journey.

What’s up for
today?
Content mapping is a tool
that can bring teams and
content together.

• 3 to 10 times click through and
conversion rates
• $300 Million in margins by matching
messaging to buyer journey.
A new perspective

What we’re talking
about today
How to enjoy
the journey
Determine
how you’ll
get there
Know your
audience

Understand
your team and
stakeholders
(hint: It’s not about you)

Director of Digital
UX
Product
Manager Content
Project
manager

Look at the big picture…
• What’s working and not working?
• What’s the impact?
• What could we do differently in order to
solve the problem?
• Who need to be part of the conversation
moving forward?
(like Kerry mentioned yesterday) :)

Different people have different
priorities
May prioritize May neglect Content
impact
Business • Budget | ROI
• Schedule
• Deliverables
• User
experience
• Project risks
• Doesn’t
meet user
needs
• Missed
deadlines

Different people have different
priorities
May prioritize May neglect Content
impact
UX | CX
manager
• Audience
needs
• Research
• Visual design
• Content
analysis
• SEO
• Content
planning
• Business
objectives
side-lined
• Lack source
material,
time, or
budget

Influencer map
Importance
Level of support
People to
influence
Change
agents
Change
facilitators
Minor
skeptics

Influencer map
Importance
Level of support
Business
stakeholder
TomMark
Susan
UX | CX
Marketing
Joan
Frank
Jim

Now that we’ve know who to invite,
let’s look at what you know about
your customers…
• Now that you have a case to move forward, let’s look at getting into
the work.

Understand
your customers

What do you know?
Information about buying
decisions
Sales people
Call center | customer
service information

What do you know?
Google analytics:
•Feature usage, where
customers drop off
your site, conversion
rates, etc.
Feedback information

www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon©2016 Content Strategy Inc ContentStrategyInc.com @melissabreker
What do you need?

How can you create
better experiences with
content?

Start high-level with
customer journeys, then
narrow your focus to
content journeys.

Customer journeys

A customer journey looks at
what a person experiences at
every stage of their relationship
with a company.
W h a t ’s a c u s t o m e r j o u r n e y ?

• Getting the IKEA magazine
• Browsing for ideas on ikea.com
• Shopping at IKEA
• Talking to IKEA staff
• Building IKEA furniture
• Picking up spare parts
• Using IKEA furniture
What if you’re
unhappy?
What if you’re
hungry?
I n t h e r e a l w o r l d …

Context
or

Customer Journeys – In Practice

Customer journey stages
1. Awareness
2. Research
3. Decision-making
4. Purchase
5. Support
6. Advocacy
Identify customer behaviours
and motivations that map to
key business-relationship
stages.

So, what about content
journeys?

W h a t ’ s a c o n t e n t j o u r n e y ?
A content journey shows
how content strengthens
the customer experience at
each touch point, in each
stage.

felt more positive after
reading custom content.
(Demand Metric, 2014)

3 10times conversions
to
(McKinsey & Company, June 2014)

$300 M
in margins by
matching content
to journey stages
(McKinsey & Company, June 2014)

Content Journeys
Tasks and
content needs

Content Journeys
For each stage, ask:
For this persona, at this stage of the journey,
what topics will most resonate with them?
What will trigger them on to the next stage?
What tasks are they looking to complete?
What information are they trying to find?

Break down silosAdaptive
P e r s o n a s

Or, build a composite customer profile that
you can work with.

We’ve talked
about:
• Customer journey
stages
• Personas
Let’s get mapping…
:

Mapping the content journey
• Brainstorming
• Early designs
• Conceptual designs
• Detailed requirements

For every persona
For every journey stage
B ra i n s t o r m i n g

Think about content…
• Experiences
• Types and formats
• Channels
• Purposes
• Topics
• Messages
• Triggers.

Today, we’re looking at:
• Purposes
• Topics
• Messages
• Triggers

How can
content
support
your
audience
along the
way?

• To educate
• To entertain
• To inform
• To inspire
• To challenge
• To motivate
C o n t e n t p u r p o s e s

What is Content Strategy?
Content
Behavioural
Emotional
Mental
C o n t e n t t o p i c s

What is Content Strategy?
Content
Behavioural
Emotional
Mental
Decision making
• What do I need to
know about the
service?
• Who do I know that
has used this service?
• How much does it
cost?
Advocacy
• How will I share with
others?
C o n t e n t t o p i c s

Brand (emotional) Product (intellectual)
C o n t e n t m e s s a g e s

C o n t e n t t r i g g e r s
Motivational
+ Enabling

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

Putting it together…
 Brainstorming
• Early designs

Again, start high-level
then narrow your focus.

High-level
topics &
messages
only.
Break it down
later.
Audience: Project working team
E a r l y d e s i g n s

 Brainstorming
 Early designs

Audience: Project stakeholders
Conceptual designs

 Brainstorming
 Early designs
 Conceptual designs

 Brainstorming
 Early designs
 Conceptual designs
 Detailed requirements

Persona:
Father
Company:
Online Retail store
Journey stage:
Research
S c e n a r i o

Persona:
Father
Company:
Online Retail store
Journey stage:
Research
S c e n a r i o
Think about:
Purpose
Content topics
Content messages
Content triggers

Scenario:
Father + online retailer
Research
Topics • Men's watches
• Warranty
• Cost
• Time for delivery

What we’re talking
about today
How to enjoy
the journey
Determine
how you’ll
get there
Know who’s in
the car

Common truths
Shared experiences
S t a y h i g h l e v e l

One persona
One journey stage
One product element
G e t
u l t r a - s p e c i f i c

Above all, do what you can implement

Why?
• Better team communication
• Shared vision, goals, and priorities
• Reduced costs

Get the right
resources
Set
expectations
Communicate

In review: Who
Who Questions Tool
Internal
audience
• What do they
care about?
• How do they
measure
success?
• Who else should
attend?
Influencer map

In review: Who
Who Questions Tool
External
audience
• What do you know
for sure? (data)
• How do they need?
• What is your
budget for
research?
Persona

In review: How
Invite +
Project team +
Treats +
Stickies +
Sharpies+

What’s the impact?
“We can see where there are gaps
in the information we provide.”
“We have clear priorities and we
know what to fix.”
“We’re finally on the same page.
Thank you.”

R e s o u r c e s
Today’s slides:
www.contentstrategyinc.com/collective-slides
Mapping content to customer journeys, by
Kathy Wagner, 2014

Personas
• “How To and Tools – Personas” by
Usability.gov.
• “Connected UX” by Aarron
Walter August 2013.
• Communicating Design: Developing
Web Site Documentation for Design
and Planning by Dan Brown. 2010
Customer Journeys
• “Mapping the Journey Experience
Beyond the Screen” by Jamin
Hegeman/ 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” by Tomasz
Czajkowski/ UsabilityGeek.com.
October 2013
R e s o u r c e s

Thanks!
Melissa Breker
Co-founder
Content Strategy Inc.
ContentStrategyInc.com
@melissabreker

Content and Customer Journeys

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