Personas and customer journeys are fantastic tools to help understand who’s interacting with your products, how, and why. But what about the content? By mapping content to existing customer journeys, you can show stakeholders how content impacts customer experience to better design your products and services for memorable content experiences. This hands on workshop will provide a simple framework for you to take back to the office to implement. We'll chat about: * How content topics, messages, and triggers impact audience decisions * What questions you need for content mix and channels * Why it's important to look past content driven by features and benefits

1. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
Melissa Breker
Content Strategy Inc.
Mapping Content to the
Customer Journey
©2016 Content Strategy Inc @melissabreker #PCV16

2. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
What’s up for
today?

3. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
What we’re talking about today
Understanding
your customer
Getting it
done
Content
journeys
©2016 Content Strategy Inc @melissabreker #PCV16

4. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
Melissa’s Bio
• Grew up wrestling
crocodiles in
Australia
• Transitioned out of
marketing into
content strategy
• Fell in love with
supporting change
Today I help change the way people think about content through teaching,
mentoring, partnering with others, and running workshops.
©2016 Content Strategy Inc @melissabreker #PCV16

5. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
Company Clients
©2016 Content Strategy Inc @melissabreker #PCV16

6. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
And what
about you?

7. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
©2016 Content Strategy Inc . @melissabreker
Did you
know…

8. “Global Insights on Succeeding in the Customer Experience Era” Oracle,, May 2013.
http://www.oracle.com/us/corporate/features/cx-survey/index.html.
©2016 Content Strategy Inc @melissabreker #PCV16

9. ©2016 Content Strategy Inc @melissabreker #PCV16

10. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon©2016 Content Strategy Inc .
• 3 to 10 times click through and
conversion rates
• $300 Million in margins by matching
messaging to buyer journey.
“Digitizing the Consumer Decision Journey” McKinsey & Company, June 2014.

11. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon©2016 Content Strategy Inc @melissabreker #PCV16

12. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
©2016 Content Strategy Inc . @melissabreker
There’s another
way…

13. 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 ?

14. • 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 …

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

16. How do you get
it done?

17. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
G e t t i n g s t a r t e d
©2016 Content Strategy Inc @melissabreker #PCV16

19. Or, educated
guesses and
lots of stickies.

20. What is Content Strategy?
Break down silosAdaptive
Content
Behavioura
l
Emotiona
l
Menta
l
P e r s o n a s

21. What is Content Strategy?
Break down silosAdaptive
Content
Behavioura
l
Emotiona
l
Menta
l
http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/
C u s t o m e r j o u r n e y

22. What content will
support Austin on his
journey?
www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
C o n t e n t m a p p i n g
©2016 Content Strategy Inc @melissabreker #PCV16

23. www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
T h i n k a b o u t …
• Content purposes
• Content topics
• Content messages
• Content triggers
©2016 Content Strategy Inc @melissabreker #PCV16

24. C o n t e n t p u r p o s e s

25. • To educate
• To entertain
• To inform
• To inspire
• To educate
• To entertain
C o n t e n t p u r p o s e s

26. What is Content Strategy?
Break down silosAdaptive
Content
Behavioura
l
Emotiona
l
Menta
l
C o n t e n t t o p i c s

27. What is Content Strategy?
Break down silosAdaptive
Content
Behavioura
l
Emotiona
l
Menta
l
Decision making
• What’s the best
price for the fare?
• What time will I
arrive?
• What activities
should I book in
advance?
Advocacy
• How will I share and
store my photos?
C o n t e n t t o p i c s

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

29. The new global
phenomenon.
For ages 8 and up.
Brand (emotional) Product (intellectual)
C o n t e n t m e s s a g e s

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

31. C o n t e n t t r i g g e r s
Motivational
+ Enabling
Help someone
in need.
Here’s how.
It’s easy.

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Putting it together…
• Brainstorming
• Early designs
• Conceptual designs
• Detailed requirements
©2016 Content Strategy Inc @melissabreker #PCV16

33. For every persona
For every journey stage
B r a i n s t o r m i n g

34. 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

35. Audience: Project stakeholders
Conceptual designs

36. Audience: Implementers
D e t a i l e d r e q u i r e m e n t s
© Brain Traffic 2013

37. Let’s try it…

38. Persona:
New mom
Company:
Costume retailer
Journey stage 1:
Research
Journey stage 2:
Advocacy
S c e n a r i o
Think about:
Purpose
Content topics
Content messages
Content triggers

39. Persona:
New mom
Company:
Costume retailer
Journey stage 1:
Research
Journey stage 2:
Advocacy
S c e n a r i o

40. Persona:
New mom
Company:
Costume retailer
Journey stage 1:
Research
Journey stage 2:
Advocacy
S c e n a r i o
Think about:
Purpose
Content topics
Content messages
Content triggers

41. Persona:
New mom
Company:
Costume retailer
Journey stage 1:
Research
Journey stage 2:
Advocacy
S c e n a r i o
Think about:
Purpose
Content topics
Content messages
Content triggers

42. Scenario:
New mom + online costume retailer
Research Advocacy
Topics • Costumes 6-9
months
• Safety
• Cost
• Storing
costumes
• Next year’s
ideas
• Costume swap

43. Quick wins for
content
mapping

44. Common truths
Shared experiences
Stay high level

45. www.facebook.com/humansofnewyork
One persona
One journey stage
One product element
G e t
u l t r a - s p e c i f i c

46. Above all, do what you can implement

47. 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
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

49. c o n t e n t
Thanks!