How to use content mapping to collaborate: CSInc - Gather Content Webinar 2016

www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon
Mapping Content to the Customer
Journey with Stakeholders
Melissa Breker
Content Strategy Inc.

What’s up for
today?
Well, hello!
Thanks for joining the
conversation.

I’ve always been curious…
• Grew up wrestling
crocodiles in Australia
(just kidding!)
• 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
Grade 4: Yes, I’m
Albert Einstein

If you :
• Have problems with an inconsistent experience across different channels
• Feel frustrated that your team doesn’t communicate with each other
• Struggle with knowing how your content is performing
Content strategy and content governance is all that we do.
We live and breathe this stuff.

Our clients

What we hear ….

What we hear ….What we hear ….

It comes down to…
It comes
down to
gaps…

It comes
down to
gaps…

• 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.

www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon©2016 Content Strategy Inc .
conversion rates
A different perspective

What we’re talking about today
Setting the
stage: People
and readiness
for change
Quick wins
for content
mapping
Customer &
content
journeys

©2016 Content Strategy Inc . @melissabreker
Understand
your team and
stakeholders

Sorry, it’s not about you…

Why is it important?
http://www.octopus-hr.co.uk/hrmoz/article/the-neuroscience-of-change.aspx#sthash.9luchxSt.dpuf

Different silos have different priorities

Ask…
• 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?

Influencer map

• Now that you have a case to move forward, let’s look at getting into
the work.
Now that you’ve got your
internal audience
sorted… let’s look at your
external audience.

©2016 Content Strategy Inc . @melissabreker
Understand
your customers

What research do you have about
customers?
•Information about buying decisions
•Sales people| call center | customer service
information
•Google analytics: Look at any data you have on
feature usage, where customers drop off your
site, conversion rates, etc.
•Whatever feedback information you gather from
folks

POLL: A quick question…
When is the last time, you personally talked with customer to ask them
questions:
• 1- 3 MONTHS
• 3 – 6 MONTHS
• 6+ MONTHS
• NEVER –IT’S NOT PART OF MY ROLE

POLL: A quick question…
When did you talk to a customer about their content
needs:
•1-3 Months
•3-6 Months
•6+ Months
•Never – It’s not part of my role

Surprised?
When is the last time, you personally talked with customer to ask them
questions:
• 1- 3 MONTHS
• 3 – 6 MONTHS
• 6+ MONTHS
• NEVER –IT’S NOT PART OF MY ROLE

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.
W h a t ’s a c u s t o m e r j o u r n e y ?

• 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 …

Context

Customer Journeys – In Practice

Typical customer journey stages
1. Awareness
2. Research | Interest
3. Decision-making | Evaluation
4. Purchase | Commitment
5. Advocacy | Referral

Content journeys

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

www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon©2016 Content Strategy Inc .
conversion rates
“Digitizing the Consumer Decision Journey” McKinsey & Company, June 2014.

CONTENT JOURNEY MAPS
What content…
Experiences?
Topics?
Types & formats?
Messages?
Triggers?
Distribution channels?
Content Journey Maps
How do you get it done?

Content Journeys

Break down silosAdaptive
P e r s o n a s

Putting it together…
• Brainstorming
• Early designs
• Conceptual designs
• Detailed requirements

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

T h i n k a b o u t …
• Content purposes
• Content topics
• Content messages
• Content triggers

How can content
support them along
the way?

• To educate
• To entertain
• To inform
• To inspire
• To challenge
• To motivate
C o n t e n t p u r p o s e s

What is Content Strategy?
Content
Behavioural
Emotional
Mental
C o n t e n t t o p i c s

What is Content Strategy?
Content
Behavioural
Emotional
Mental
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?
C o n t e n t t o p i c s

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

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

Here’s how.
It’s easy.
Help someone
in need.
Motivational
+ Enabling

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

Audience: Project stakeholders
Conceptual designs

Persona:
Mother
Company:
Online Retail store
Journey stage:
Research
S c e n a r i o

Persona:
Mother
Company:
Online Retail store
Journey stage:
Research
S c e n a r i o
Think about:
Purpose
Content topics
Content messages
Content triggers

Scenario:
Mom + online retailer
Research
Topics • Ladies watches
• Warranty
• Cost
• Time for delivery

Setting the
stage: People
and readiness
for change
Customer &
content
journeys
Quick wins
for content
mapping

Quick wins for
content
mapping

Common truths
Shared experiences
S t a y h i g h l e v e l

One persona
One journey stage
One product element
G e t
u l t r a - s p e c i f i c

Above all, do what you can implement

Setting the
stage: People
and readiness
for change
Customer &
the content
journeys
Quick wins
for content
mapping

What’s the impact?
“We’re finally on the same page.
Thank you.”
“We can see where there are gaps
in the information we provide.”
“We have clear priorities and we
know what to fix.”

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

Melissa
Breker
Co-founder
ContentStrategyInc.com

How to use content mapping to collaborate: CSInc - Gather Content Webinar 2016

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How to use content mapping to collaborate: CSInc - Gather Content Webinar 2016