Content and Customer Journeys

www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon

Melissa BrekerContent Strategy Inc.

Mapping Content to the Customer Journey

@Team_CS_Inc | @MelissaBreker | #collectiveconf


Hello!


©2016 Content




41 hours


The food …

©2016 Content Strategy Inc ContentStrategyInc.com @melissabreker


Or… my Australian version

©2016 Content©2016 Content Strategy Inc ContentStrategyInc.com @melissabreker






What’s up for today?

The best road trip ….


©2016 Content

In reality

2 cassettesTrapped in the backBrother and sisters fighting


It got me thinking


What we hear ….


What we hear ….


What we hear ….What we hear ….


It comes down to…It comes down to gaps…


It comes down to gaps…


It comes down to gaps…


We need to align people and process.


• 3 to 10 times click through and conversion rates

• $300 Million in margins by matching messaging to buyer journey.


What’s up for today?

Content mapping is a tool that can bring teams and content together.


• 3 to 10 times click through and conversion rates

• $300 Million in margins by matching messaging to buyer journey.

A new perspective



What we’re talking about today

How to enjoy the journey

Determine how you’ll get there

Know your audience




Understand your team and stakeholders

(hint: It’s not about you)


Director of Digital

UX

Product Manager Content

Project manager


Look at the big picture…• What’s working and not working?• What’s the impact?• What could we do differently in order to

solve the problem?• Who need to be part of the conversation

moving forward?

(like Kerry mentioned yesterday) :)



Different people have different priorities


May prioritize May neglect Content impact

Business • Budget | ROI• Schedule• Deliverables

• User experience

• Project risks

• Doesn’t meet user needs

• Missed deadlines


Different people have different priorities


May prioritize May neglect Content impact

UX | CX manager

• Audience needs

• Research • Visual design

• Content analysis

• SEO• Content

planning

• Business objectives side-lined

• Lack source material, time, or budget


Influencer map


Importance

Level of support

People to influence

Change agents

Change facilitators

Minor skeptics


Influencer map


Importance

Level of support

Business stakeholder

TomMark

Susan

UX | CX

Marketing

Joan

Frank

Jim


Now that we’ve know who to invite, let’s look at what you know about your customers…• Now that you have a case to move forward, let’s look at getting into

the work.



Understand your customers


What do you know?Information about buying decisions

Sales people

Call center | customer service information



What do you know?Google analytics:

•Feature usage, where customers drop off your site, conversion rates, etc.

Feedback information




What do you need?





Know your audience




How can you create better experiences with content?


Start high-level with customer journeys, then narrow your focus to content journeys.


Customer journeys


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…



Context

or


Customer Journeys – In Practice



Customer journey stages1. Awareness2. Research 3. Decision-making 4. Purchase 5. Support6. Advocacy


Identify customer behaviours and motivations that map to key business-relationship stages.


So, what about content journeys?


What’s a content journey?

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


80%felt more positive after reading custom content.

(Demand Metric, 2014)


3 10 times conversions

to

(McKinsey & Company, June 2014)


$300 M in margins by matching content to journey stages

(McKinsey & Company, June 2014)



Content Journeys


Tasks and content needs


Content Journeys


For each stage, ask: For this persona, at this stage of the journey, what topics will most resonate with them?

What will trigger them on to the next stage?

What tasks are they looking to complete?

What information are they trying to find?

Break down silosAdaptive

Personas

Or, build a composite customer profile that you can work with.

We’ve talked about:• Customer

journey stages• Personas

Let’s get mapping…:

Mapping the content journey

• Brainstorming• Early designs• Conceptual designs• Detailed requirements

For every personaFor every journey stage

Brainstorming

Think about content… • Experiences• Types and formats• Channels• Purposes• Topics• Messages• Triggers.

Today, we’re looking at:• Purposes• Topics• Messages• Triggers


How can content support your audience along the way?

Content purposes

• To educate• To entertain• To inform

• To inspire• To challenge• To motivate

Content purposes

What is Content Strategy?


Content

Behavioural

EmotionalMental

Content topics

What is Content Strategy?


Content

Behavioural

EmotionalMental

Decision making• What do I need to

know about the service?

• Who do I know that has used this service?

• How much does it cost?

Advocacy• How will I share with

others?

Content topics

Brand (emotional) Product (intellectual)Content messages

Brand (emotional) Product (intellectual)

Content messages

Content triggers

Motivational+ Enabling

Content triggers

Content triggers

Here’s how. It’s easy.

Help someone in need.

Motivational+ Enabling

Content triggers

Putting it together…

Brainstorming• Early designs• Conceptual designs• Detailed requirements

Again, start high-level then narrow your focus.

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

Audience: Project working team

Early designs


Brainstorming Early designs• Conceptual designs• Detailed requirements

Audience: Project stakeholders

Conceptual designs


Brainstorming Early designs Conceptual designs• Detailed requirements

Audience: ImplementersDetailed requirements

© Brain Traffic 2013


Brainstorming Early designs Conceptual designs Detailed requirements

rm

Let’s try it together!

Persona: FatherCompany: Online Retail storeJourney stage: Research

Scenario


Scenario

Think about: PurposeContent topicsContent messagesContent triggers


Scenario

Think about: PurposeContent topicsContent messagesContent triggers

Scenario: Father + online retailer

ResearchTopics • Men's watches

• Warranty• Cost• Time for delivery




Know who’s in the car



Common truthsShared experiences

Stay high level

One personaOne journey stageOne product element

Getultra-specific


Above all, do what you can implement

Why?

Why?

• Better team communication • Shared vision, goals, and

priorities• Reduced costs

Get the right resources

Set expectations

Communicate




Know who’s in the car


In review: Who Who Questions ToolInternal audience

• What do they care about?

• How do they measure success?

• Who else should attend?

Influencer map

In review: Who Who Questions ToolExternal audience

• What do you know for sure? (data)

• How do they need?

• What is your budget for research?

Persona

In review: HowInvite +Project team +Treats +Stickies +Sharpies+

What’s the impact?

“We can see where there are gaps in the information we

provide.”“We have clear priorities and

we know what to fix.”“We’re finally on the same

page. Thank you.”

Resources

Today’s slides: www.contentstrategyinc.com/collective-slides

Mapping content to customer journeys, by Kathy Wagner, 2014

http://www.contentstrategyinc.com/collective-slides

Personas• “How To and Tools – Personas”

by Usability.gov.• “Connected UX” by Aarron

Walter August 2013.• Communicating Design: Develop

ing 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

http://www.usability.gov/how-to-and-tools/methods/personas.html

http://alistapart.com/article/connected-ux

http://www.amazon.com/Communicating-Design-Developing-Documentation-Planning/dp/0321712463



http://www.slideshare.net/jaminhegeman/mapping-the-journey-experience-beyond-the-screen

http://www.slideshare.net/jaminhegeman/mapping-the-journey-experience-beyond-the-screen

http://sixrevisions.com/user-experience-ux/customer-journey-maps/

http://sixrevisions.com/user-experience-ux/customer-journey-maps/

http://usabilitygeek.com/customer-journey-maps-create-technique/



Hit the road!

Thanks!

Melissa BrekerCo-founderContent Strategy Inc.

ContentStrategyInc.com@melissabreker

Questions?

Leadership & Management

Content and Customer Journeys