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 BrekerContent 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’mAlbert 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.


Content Strategy Inc.


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.


©2016 Content Strategy Inc .



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



What we hear ….

www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon©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.

www.ContentStrategyInc.com @MelissaBreker @Kathy_CS_Inc #LavaCon©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.

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



Customer Journeys – In Practice


Typical customer journey stages


1. Awareness2. Research | Interest3. Decision-making | Evaluation4. Purchase | Commitment5. Advocacy | Referral


Content journeys


What’s a content journey?

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


©2016 Content Strategy Inc .



“Digitizing the Consumer Decision Journey” McKinsey & Company, June 2014.

http://www.mckinsey.com/insights/marketing_sales/digitizing_the_consumer_decision_journey.


CONTE NT JOURNE Y MAPSWhat content…

Experiences?

Topics?

Types & formats?

Messages?

Triggers?

Distribution channels?


Content Journey Maps

How do you get it done?



Content Journeys

Break down silosAdaptive

Personas

Putting it together…

• Brainstorming• Early designs• Conceptual designs• Detailed requirements

For every personaFor every journey stage

Brainstorming

Think about…

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


How can content support them 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

Audience: Project stakeholders

Conceptual designs

rm

Let’s try it together!

Persona: MotherCompany: Online Retail storeJourney stage: Research

Scenario

Persona: MotherCompany: Online Retail storeJourney stage: Research

Scenario

Think about: PurposeContent topicsContent messagesContent triggers

Scenario: Mom + online retailer

ResearchTopics • Ladies watches

• Warranty• Cost• Time for delivery

Common truthsShared experiences

Stay high level

One personaOne journey stageOne product element

Getultra-specific


Above all, do what you can implement



Customer & the content journeys



In a nutshell…

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.”

Questions?

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

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

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/



http://www.contentstrategyinc.com/mapping-content-to-customer-journeys/

http://www.slideshare.net/Content_Strategy_Inc

Melissa BrekerCo-founderContent Strategy Inc.

ContentStrategyInc.com

how to use content mapping to collaborate: csinc - gather content webinar 2016

Business