Pamela Kostur's Gilbane 2013 presentation on connecting conference to the customer experience.

1. Parallax Communications
Content first.
Connecting Content to the
Customer Experience
Pamela Kostur
pkostur@parallax.ca

2. Content strategy
is the new black
But you’d never know it.

4. Free, but what to choose?
I won’t be Bach for more!

7. How do customers perceive their
interactions with your company?
Customer experience is about
their perception,
not your company’s intent.
Content first.

8. It’s that time of year when
we’re shopping for gifts

11. Who decided
what’s
appropriate
for whom?

12. When’s the last time your
company talked to a
customer, or watched them
use your website, or any of
your content for that
matter?
Content first.

13. Personas are a critical
component of every
content strategy.
Make them matter.
Content first.

14. You are not your customer
Your employees are not your
customers
Your organization is not your
customer
Content first.

16. Inconsistent ways of
describing product features
make it impossible for me
to compare.

17. Consistency is also a critical
component of a content strategy.
Consistency serves as a guide to
customers.
Content first.

18. Focus is on who it’s for, what it does,
and what it contains

19. Focus is on benefits and directions for use

20. Focus is on product description

21. Content has to be more than
just pretty.
Content first.

23. Content strategy requires that
you anticipate what customers
are doing, and guide them
through their tasks.
Content first.

27. Connecting content to
customers means providing
them with useful information
along their path.
Content first.

28. May exist?
A little more
guidance would
be useful!

30. Seems simple.
Who is your content for?
What are they trying to do?
How does your content help them?
Is it consistent?
Is it useful?
Is it driven by need, and not design?
Content first.

31. Content
Consistency
Customer
Context
Remember, the
customer is not you
Needs,
wants,
expectations

32. This presentation is
really a plea to…
Make content the new black
(Meaningful, customer-centric)

33. Pamela Kostur
pkostur@parallax.ca
@Pamela_Kostur
647.889.1459
parallax.ca
Content first.

34. P.S. It’s not all bad! Check out these sites.
I think they’re pretty great:
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•
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tripadvisor.com/ca
lcbo.com
instapaper.com
join.me
retrevo.com