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Content and-customer-journeys lavacon2014-final

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Content Strategy Inc.
Content Strategy Inc.

Content is an important part of the customer experience. This presentation shows how you can improve customer experience design by mapping content to customer journeys. It outlines the content elements you should consider and the steps to take to create and get sign-off on useful, usable content maps. Finally, we share some approaches to get quick wins and an exercise to start you on the way to successful content mapping.

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www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Integrating Content into Customer Journeys Melissa Breker Kathy Wagner October 15, 2014 www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon About the Speakers: Content Strategists Background in tech comm& UX Background in business & marketing Co-Founders of Content Strategy Inc
What is Content Strategy? www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Joinusforajourney Agenda What? Why? How? Quick wins Let’s try it! Resources
What is Content Strategy? www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Youmaybewondering… So what? How can I use this for my work?
A customer journey looks at what a person experiences at every stage of their relationship with a company. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon What’sacustomerjourney?
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon •Getting the IKEAmagazine •Browsing for ideas on ikea.com •Shopping at IKEA •Talking to IKEAstaff •Building IKEAfurniture •Picking up spare parts •Using IKEAfurniture What if you’re unhappy? What if you’re hungry? Intherealworld…
Inourworld… http://www.joycehostyn.com/blog/2010/03/22/visualizing-the-customer-experience-using-customer-experience-journey-maps/
A content journey shows how content strengthens the customer experience at each touch point, in each stage. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon What’sacontentjourney?
Why? www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Tobuildbridges
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Tocreategreatexperiences
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Becauseit’sgoodbusiness “Global Insights on Succeeding in the Customer Experience Era” Oracle,, May 2013. http://www.oracle.com/us/corporate/features/cx-survey/index.html.
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon How do you get it done?
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Gettingstarted
What is Content Strategy? Breakdownsilos Adaptive Content Behavioural Emotional Mental Personas
What is Content Strategy? Breakdownsilos Adaptive Content Behavioural Emotional Mental http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/ Customerjourney
What content will support them on their journey? www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Contentmapping
•Content experiences •Content topics •Content types & formats •Content messages •Content triggers •Content distribution channels www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Thinkabout…
Contentexperiences
Research stage •Quick info •In my language •On my device Advocacy stage •Delivered to me •Sharable •Targeted Contentexperiences
Contenttopics
Decision-making stage •Local service providers •Specific features Support stage •Maintenance reminders •Recall warnings Contenttopics
What is Content Strategy? Breakdownsilos Adaptive Content Behavioural Emotional Mental www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Contenttypes&formats
What is Content Strategy? Breakdownsilos Adaptive Content Behavioural Emotional Mental Content types (eg) •Product detail •Success story •Case study •News article •Educational article Content formats (eg) •Html •Video •Audio •Infographic •PDF www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Contenttypes&formats Based on journey stages Based on brand + personas
Brand (emotional)Product (intellectual) Contentmessages
The new global phenomenon. For ages 8 and up. Brand (emotional)Product (intellectual) Contentmessages
Motivational + Enabling www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Contenttriggers
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Contenttriggers Motivational + Enabling Help someone in need. Here’s how. It’s easy.
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Contentdistributionchannels
Research stage •Website •Social media www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Contentdistributionchannels Support stage •Email •Apps
•Brainstorming •Early designs •Conceptual designs •Detailed requirements www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Puttingitalltogether
For every persona For every journey stage www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon Brainstorming
High-level topics & messages only. Break it down later. Audience: Project working team Earlydesigns
Audience: Project stakeholders Conceptualdesigns © Brain Traffic 2013
Audience: Implementers Detailedrequirements © Brain Traffic 2013
Quick wins for content mapping www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
Common truths Shared experiences Stayhighlevel www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
www.facebook.com/humansofnewyork One persona One journey stage One content element Get ultra-specific
Aboveall,dowhatyoucanimplement www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
Let’s try it! www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
Persona: New mom Company: Costume retailer Journey stage 1: Research Journey stage 2: Advocacy Scenario
Persona: New mom Company: Costume retailer Journey stage 1: Research Journey stage 2: Advocacy Scenario Think about: Content experiences Content topics Content types & formats Content messages Content triggers Distribution channels
Persona: New mom Company: Costume retailer Journey stage 1: Research Journey stage 2: Advocacy Scenario Think about: Content experiences Content topics Content types & formats Content messages Content triggers Distribution channels
Persona: New mom Company: Costume retailer Journey stage 1: Research Journey stage 2: Advocacy Scenario Think about: Content experiences Content topics Content types & formats Content messages Content triggers Distribution channels
Scenario: New mom + online costumeretailer Research Advocacy Experiences •Filter andsort costumes •Zoom in to see details •Order easily •Share photos •Refer a friend, get a bonus •Share articles of interest Topics •Costumes 6-9 months •Safety •Cost •Storing costumes •Next year’s ideas •Costume swap
Personas •“How To and Tools –Personas”by Usability.gov. •“Connected UX”by AarronWalterAugust 2013. •Communicating Design: Developing Web Site Documentation for Design and Planningby Dan Brown. 2010 Customer Journeys •“Mapping the Journey Experience Beyond the Screen”by JaminHegeman/ 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”byTomasz Czajkowski/UsabilityGeek.com. October 2013 Resources Unless otherwise specified on page, all photos in this presentation have creative commons license and were sourced through Flickr. Mapping content to customer journeys, by Kathy Wagner, 2014 On Slideshare: Integrating content and customer journeys, CS Inc, 2014
content Questions? Thanks.
@MelissaBreker @Kathy_CS_Inc ContentStrategyInc.com

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