Mapping content to the customer journey.

1. Integrating Content into
Customer Journeys
University of Washington
May 1, 2018

2. What’s a customer journey?
A customer journey
looks at what a person
experiences at every
stage of their
relationship with a
company.

3. • 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…

4. In our world…

5. Mapping content to a customer journey
• To create great experiences
• To build bridges
• Because it’s good business

6. What do you need?
PersonasContent-focused
user research
Customer Journeys

7. Aware Research Decide Use Support Advocacy
Purpose
Topics
Types
Formats
Channels
Messages

8. Agree on definitions

9. Purpose (author perspective):
To inspire
To educate
To inform
To entertain
To persuade
To signpost

10. Purpose (audience perspective):
To do
To learn
To know
To decide
To find
To feel

11. Topics:
Subject matter that
interests your audience.

12. Content types & formats:
Product detail
How to
Case study
News article
html
Video
Audio
PDF

13. Content messages
Brand (emotional) Product (intellectual)
The new global
phenomenon.
For ages 8 and up.

14. Content messages
Motivational Enabling
Help someone in
need.
It’s easy. Here’s how.

15. Content messages
Think concepts,
not copy!

16. What content will support
your persona on their
journey with your
company?
Content mapping

17. For every persona. For every journey stage.

18. Research
• Inform
Content
purpose

19. Decision
• Inform
• Persuade
Research
• Inform
Content
purpose

20. Decision
• Inform
• Persuade
Research
• Inform
Content
topics

21. Decision
• Inform
• Persuade
Research
• Inform
Content
topics

22. Decision
• Inform
• Persuade
Research
• Inform
Content
types

23. Decision
• Inform
• Persuade
Research
• Inform
Content
types

24. Research
• Affordable
• Adventure
Decision
• Inform
• Persuade
Research
• Inform
Content
messages

25. Content
messages
Decision
• Inform
• Persuade
Research
• Inform

26. For project team
(Or Excel)
What it really looks like

27. For project stakeholders
What it really looks like

28. Can’t do it all?

29. Common truths
Shared experiences
Stay high level

30. One persona
One journey stage
One content element
Get specific
www.facebook.com/humansofnewyork

31. Above all, do what you can implement.

32. Questions?
And thank you
Kathy Wagner
Content Strategy Inc
kathy@contentstrategyinc.com
@Kathy_CS_Inc | @Team_CS_Inc