content and-customer-journeys product camp vancouver #pcv16

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Melissa BrekerContent Strategy Inc.

Mapping Content to the Customer Journey

©2016 Content Strategy Inc @melissabreker #PCV16

www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon

What’s up for today?

www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon

What we’re talking about today

Understanding your customer

Getting it done

Content journeys

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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

www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon

Company Clients

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And what about you?

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

Did you know…

“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

©2016 Content Strategy Inc @melissabreker #PCV16

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.

www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon

©2016 Content Strategy Inc @melissabreker #PCV16

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

There’s another way…

A customer journey looks at what a person experiences at every stage of their relationship with a company.

What’s a customer journey?

• 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?

In the real world…

What’s a content journey?

A content journey shows how content strengthens the customer experience at each touch point, in each stage.

How do you get it done?

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Getting started

©2016 Content Strategy Inc @melissabreker #PCV16

Or, educated guesses and lots of stickies.

What is Content Strategy?

Break down silosAdaptive

Content

Behavioural

EmotionalMental

Image used with permission: Jason Travis: http://www.jasontravisphoto.com/persona/

Personas

What is Content Strategy?

Break down silosAdaptive

Content

Behavioural

EmotionalMental

http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map/

Customer journey

What content will support Austin on his journey?

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Content mapping

©2016 Content Strategy Inc @melissabreker #PCV16

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Think about…

• Content purposes• Content topics• Content messages• Content triggers

©2016 Content Strategy Inc @melissabreker #PCV16

Content purposes

• To educate• To entertain• To inform

• To inspire• To educate• To entertain

Content purposes

What is Content Strategy?

Break down silosAdaptive

Content

Behavioural

EmotionalMental

Content topics

What is Content Strategy?

Break down silosAdaptive

Content

Behavioural

EmotionalMental

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?

Content topics

Brand (emotional) Product (intellectual)Content messages

The new global phenomenon. For ages 8 and up.

Brand (emotional) Product (intellectual)Content messages

Motivational+ Enabling

Content triggers

Content triggers

Motivational+ EnablingHelp 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

For every personaFor every journey stage

Brainstorming

High-level topics & messages only. Break it down later.

Audience: Project working team

Early designs

Audience: Project stakeholders

Conceptual designs

Audience: ImplementersDetailed requirements

© Brain Traffic 2013

Let’s try it…

Persona: New momCompany: Costume retailerJourney stage 1: ResearchJourney stage 2: Advocacy

Scenario

Think about: PurposeContent topicsContent messagesContent triggers

Persona: New momCompany: Costume retailerJourney stage 1: ResearchJourney stage 2: Advocacy

Scenario

Persona: New momCompany: Costume retailerJourney stage 1: ResearchJourney stage 2: Advocacy

Scenario

Think about: PurposeContent topicsContent messagesContent triggers

Persona: New momCompany: Costume retailerJourney stage 1: ResearchJourney stage 2: Advocacy

Scenario

Think about: PurposeContent topicsContent messagesContent triggers

Scenario: New mom + online costume retailer

Research AdvocacyTopics • Costumes 6-

9 months• Safety• Cost

• Storing costumes

• Next year’s ideas

• Costume swap

Quick wins for content mapping

Common truthsShared experiences

Stay high level

www.facebook.com/humansofnewyork

One personaOne journey stageOne product element

Getultra-specific

Above all, do what you can implement

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

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, 2014On Slideshare: Integrating content and customer journeys, CS Inc, 2014

content

Thanks!