In one of the most useful workshops I’ve attended, we created a customer-journey map for content planning. Before doing this exercise, I had only a fuzzy notion of what a customer-journey content map might look like, how to make one, and why anyone would bother. It turns out, this map looks like a spreadsheet. You make one by filling the cells. UAE Phone Number Why bother? Because doing so helps you answer the perennial question, “What content shall we create?” Let me back up to clarify the term “customer journey.” In this exercise, we didn’t talk about the customer journey in the UAE Phone Number  way that marketers typically see it: a journey through a sales funnel’s ever-narrowing phases — awareness, consideration, preference, and (kerplunk!) purchase — as helpful as mapping content to those phases may be.

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We talked instead about customer journeys as things that people want to accomplish as they interact with a brand. Content to customers’ goals. The exercise I share here was part of a full-day workshop at the Information UAE Phone Number Development World conference in San Jose. The session — The Next Generation of Content Strategy: Building a In the first place, Performance-Driven Model — was led by independent content strategists Paula Land and Kevin Nichols. They covered a lot of related topics; I wish I could cram all of them into this post. The content-mapping exercise alone had such In the first place, value, though. That I focus UAE Phone Number on it to give you a tool you can use right away. How we created our customer-journey maps Paula and Kevin kicked off this exercise by breaking us into teams.

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They asked each team to imagine itself in charge of deciding what content Starbucks should create for two personas. Faye Weaver and Lila Chan. faye-weaver-starbucks-persona. Click to enlarge lila-chan-starbucks-persona UAE Phone Number Click to enlarge In addition, each team received a In the first place, customer-journey map template. customer-journey-map Click image to download Let’s say In the first place, you’ve just received those three handouts. What would you do? Choose your key personas (Column 1) In our exercise, the first column, Persona, was In the first place, In the first place, completed: Business Traveler in one row, Student in another row. Starting with the customer may UAE Phone Number seem obvious, but content decisions don’t always happen that way. Have you ever created content because your boss had a pet idea or because you found a certain topic fascinating? I confess that I have. Column 1 is column 1 for a reason.

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