This document provides frameworks for creating a customer content journey. Framework 1 involves attracting customers, converting visitors, closing leads, and delighting customers. Framework 2 involves seeing, thinking, doing, and delighting customers with different types of content. The winning formula combines these frameworks into a customer content journey that maps content to different parts of the customer funnel based on personas, their pains/pleasures, and a timeline. This ensures the right content reaches customers at the right times.

2. What Is Winning?
Framework 1
Stranger to Advocate
Customer Journey
Framework 2
See, Think, Do, Delight
Content Journey

3. When you’ve got media
Earned
Owned
Paid
How Do I Know When I’ve
Won?

4. Why do I have to win?

5. If you don’t someone else
will!

8. Customer Journey – Framework 1

9. How to attract customers
Creating blogs about your business and everything
in between
Starting conversations on social media about
subjects topical to your products and services
Answering peoples questions on social media
Using keywords in your marketing for when people
search on Google

10. How to convert visitors
Create compelling call to actions
Tell people what you want them to do
Use strong verbs
Make people think less
Use forms to capture data
Make the most out of your databases

11. How to close leads
Create email marketing workflows
Give them a call
Take online – offline
Use promotions
Data capture & enquiries
Landing pages

12. How to delight customers
After-sales service
Email more relevant content
Tailor content based on purchases
Send out a survey monkey

13. @googledave
Persona has a
problem but is not
aware of the solution
SEE
Has a problem
and is
researching the
solutions
THINK
Aware of your
solution,
convince them!
DO
They’re a
customer
encourage to buy
and share more
DELIGHT
Content Journey - Framework 2

14. What is SEE content?
Entertaining
Targeted at… everyone
Ideal for brand building
Building awareness
The aim is to make people aware of you!

15. What is THINK content?
Educational
Targeted at… target audience
Ideal for explaining product/service
Building interest
The aim is to create leads!

16. What is DO content?
Convincing
Targeted at… qualified leads
Ideal for persuading
Building trust
The aim is to create conversions and
customers!

17. What is DELIGHT content?
Inspiring
Targeted at… customers
Ideal for sharing
Builds referrals
The aim is to make customers brand
advocates

18. The Winning Formula
Framework 1
Customer Journey
+
Framework 2
Content Journey
=
Customer Content Journey

21. Creating a customer content journey

22. http://www.ted.com/talks/simon_sinek_how_great_leaders_
inspire_action.html
Got a question?
@PhCreativeAndy
@MrRussell1

25. Start with WHY
Create personas
Identify their pains and pleasures
Match products and services to personas
Create a timeline
Map different content to parts of the funnel

27. Outcome

28. Aims and Values
ARM

29. Influencer Tools

32. Content Tools

34. @googledave

37. Aims and Values
ARM

38. Social Media Tools

39. What tone of voice do they use?
What content works well for them?
What times do they seem to get the most engagement?
Competitor Research

42. Camp Leaders Timeline

45. Brand Development
ARM Recruitment

46. Social Media

48. Summary
Creating a customer journey
Creating a content journey
Personas
Influencers
Content
Social Media