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

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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.

Design

MAPPING CONTENT
TO
CUSTOMER
JOURNEYS
Kathy Wagner
Co-Founder & Principal Strategist
Content 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

@kathy_cs_inc @dcontentconf #ContentJourney

“Not a priority”
“No budget”
“No time”
“Not our responsibility”
@kathy_cs_inc @dcontentconf #ContentJourney

The truth is you just
don’t know how…
@kathy_cs_inc @dcontentconf #ContentJourney

… EASY it is.
@kathy_cs_inc @dcontentconf #ContentJourney

… HELPFUL it is.
@kathy_cs_inc @dcontentconf #ContentJourney

Content purpose
Content topics
Content types & formats
Content messages
@kathy_cs_inc @dcontentconf #ContentJourney

Agree on definitions
@kathy_cs_inc @dcontentconf #ContentJourney

Purpose (Or, what’s the point?):
To inspire
To educate
To inform
To entertain
To persuade
To signpost
@kathy_cs_inc @dcontentconf #ContentJourney

Topics:
Subject matter that
interests your audience.
@kathy_cs_inc @dcontentconf #ContentJourney

Content types & formats:
Product detail
How to
Case study
News article
html
Video
Audio
PDF
@kathy_cs_inc @dcontentconf #ContentJourney

Content messages
Think concepts,
not copy!
@kathy_cs_inc @dcontentconf #ContentJourney

AGREE ON DEFINITIONS
Let’s get
started!
@kathy_cs_inc @dcontentconf #ContentJourney

+
+
@kathy_cs_inc @dcontentconf #ContentJourney
Personas

Or, educated
guesses and
lots of stickies.
@kathy_cs_inc @dcontentconf #ContentJourney

What content will support
Austin on his journey with
your company?
Content mapping
@kathy_cs_inc @dcontentconf #ContentJourney

@kathy_cs_inc @dcontentconf #ContentJourney
Content
purposes

@kathy_cs_inc @dcontentconf #ContentJourney
Content
purposes
Research
• Inform

@kathy_cs_inc @dcontentconf #ContentJourney
Content
purposes
Decision
• Inform
• Persuade
Research
• Inform

@kathy_cs_inc @dcontentconf #ContentJourney
Content
topics
Decision
• Inform
• Persuade
Research
• Inform

@kathy_cs_inc @dcontentconf #ContentJourney
Content
types
Decision
• Inform
• Persuade
Research
• Inform

@kathy_cs_inc @dcontentconf #ContentJourney
Content
types
Decision
• Inform
• Persuade
Research
• Inform
Advocacy
• Reviews
• Your story

@kathy_cs_inc @dcontentconf #ContentJourney
Content
formats
Decision
• Inform
• Persuade
Research
• Inform
Text / Photos / Videos

@kathy_cs_inc @dcontentconf #ContentJourney
Content
messages
Decision
• Inform
• Persuade
Research
• Inform
Text / Photos / Videos
Research
• Affordable
• Adventure

@kathy_cs_inc @dcontentconf #ContentJourney
Content
messages
Decision
• Inform
• Persuade
Research
• Inform
Text / Photos / Videos

Austin
@kathy_cs_inc @dcontentconf #ContentJourney

High-level topics
& messages only.
Break it down
later.
What it actually looks like
(or Excel)
@kathy_cs_inc @dcontentconf #ContentJourney
Awareness Advocate

Common truths
Shared experiences
Stay high level
@kathy_cs_inc @dcontentconf #ContentJourney

www.facebook.com/humansofnewyork
One persona
One journey stage
One content element
Get specific
@kathy_cs_inc @dcontentconf #ContentJourney

You’re not alone! Some of our clients:
@kathy_cs_inc @dcontentconf #ContentJourney

content
Questions?
Thanks!
@kathy_cs_inc @dcontentconf #ContentJourney

@kathy_cs_inc @dcontentconf #ContentJourney
Kathy
Wagner

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

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

4. @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

9. @kathy_cs_inc @dcontentconf #ContentJourney

10. @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

19. + + @kathy_cs_inc @dcontentconf #ContentJourney Personas

20. @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

23. @kathy_cs_inc @dcontentconf #ContentJourney Content purposes

24. @kathy_cs_inc @dcontentconf #ContentJourney Content purposes Research • Inform

25. @kathy_cs_inc @dcontentconf #ContentJourney Content purposes Research • Inform

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

40. Austin @kathy_cs_inc @dcontentconf #ContentJourney

41. @kathy_cs_inc @dcontentconf #ContentJourney

42. High-level topics & messages only. Break it down later. What it actually looks like (or Excel) @kathy_cs_inc @dcontentconf #ContentJourney Awareness Advocate

43. @kathy_cs_inc @dcontentconf #ContentJourney

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

47. @kathy_cs_inc @dcontentconf #ContentJourney

48. content Questions? Thanks! @kathy_cs_inc @dcontentconf #ContentJourney

49. @kathy_cs_inc @dcontentconf #ContentJourney Kathy Wagner

Editor's Notes

http://timvandevall.com/wp-content/uploads/2013/07/treasure-map-template-3.jpg
Resonate more deeply with a narrower audience.
Resonate more deeply with a narrower audience.
Our sandbox & clients. You guys are actually ahead of the curve. Diverse clients, but they all need it.

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

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Editor's Notes