content and-customer-journeys lavacon2014-final

www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon

Integrating Content into Customer Journeys

Melissa BrekerKathy Wagner

October 15, 2014

About the Speakers: Content Strategists

Background in tech comm & UX

Background in business & marketing

Co-Founders of Content Strategy Inc

What is Content Strategy?

J o i n u s f o r a j o u r n e y

Agenda

Quick wins

Let’s try it!

Resources

Yo u m a y b e w o n d e r i n g…

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.

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?

I n t h e r e a l w o r l d…

I n o u r w o r l d …

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.

Wha t ’s a c o n t e n t j o u r n e y ?

T o b u i l d b r i d g e s

To c r e a t e g r e a t e x p e r i e n c e s

B e c a u s e i t ’ s g o o d b u s i n e s s

“Global Insights on Succeeding in the Customer Experience Era” Oracle,, May 2013.

http://www.oracle.com/us/corporate/features/cx-survey/index.html.

How do you get it done?

G e t t i n g s t a r t e d

Break down silosAdapt ive

Content

Behavioural

EmotionalMental

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

P e r s o n a s

Content

Behavioural

EmotionalMental

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

What content will

support them on

their journey?

C o n t e n t m a p p i n g

• Content experiences

• Content topics

• Content types & formats

• Content messages

• Content triggers

• Content distribution channels

T h i n k a b o u t …

C o n t e n t e x p e r i e n c e s

Research stage

• Quick info

• In my language

• On my device

Advocacy stage

• Delivered to me

• Sharable

• Targeted

C o n t e n t e x p e r i e n c e s

Content topics

Decision-making

• Local service

providers

• Specific features

Support stage

• Maintenance

reminders

• Recall warnings

Content topics

Content

Behavioural

EmotionalMental

Content types & formats

Content

Behavioural

EmotionalMental

Content types (eg)

• Product detail

• Success story

• Case study

• News article

• Educational article

Content formats (eg)

• Html

• Video

• Audio

• Infographic

• PDF

Based on journey

stages

Based on brand

+ personas

Brand (emotional) Product (intellectual)

C o n t e n t m e s s a g e s

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

Motivational

+ Enabling

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.

Content distribution channels

Research stage

• Website

• Social media

Content distribution channels

Support stage

• Email

• Apps

• Brainstorming

• Early designs

• Conceptual designs

• Detailed requirements

Putt ing it al l together

For every persona

For every journey stage

B r a i n s t o r m i n g

High-level

topics &

messages

Break it down

later.

Audience: Project working team

E a r l y d e s i g n s

Audience: Project stakeholders

C o n c e p t u a l d e s i g n s

Audience: Implementers

D e t a i l e d r e q u i r e m e n t s

Quick wins for content mapping

Common truths

Shared experiences

Stay high level

www.facebook.com/humansofnewyork

One persona

One journey stage

One content element

u l t r a - s p e c i f i c

Above all, do what you can implement

Let’s try it!

Persona:

New mom

Company:

Costume retailer

Journey stage 1:

Research

Journey stage 2:

Advocacy

S c e n a r i o

Persona:

New mom

Company:

Costume retailer

Journey stage 1:

Research

Journey stage 2:

Advocacy

S c e n a r i o

Think about:

Content experiences

Content topics

Content messages

Content triggers

Distribution channels

Persona:

New mom

Company:

Costume retailer

Journey stage 1:

Research

Journey stage 2:

Advocacy

S c e n a r i o

Think about:

Content experiences

Content topics

Content messages

Content triggers

Persona:

New mom

Company:

Costume retailer

Journey stage 1:

Research

Journey stage 2:

Advocacy

S c e n a r i o

Think about:

Content experiences

Content topics

Content messages

Content triggers

Scenario:

New mom + online costume retailer

Research Advocacy

Experiences • Filter and sort

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

• Costume swap

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

content

Questions?

Thanks.

@MelissaBreker

@Kathy_CS_Inc

ContentStrategyInc.com

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