Using Customer Journey Mapping to Inform Content Strategy

Workshop
Liz Neely, American Alliance of Museums, USA, Allegra Burnette, Independent Consultant, USA

Digital platforms have allowed museums to substantially expand their publishing activities. Often these new opportunities to share content, have conversations, and co-create with audiences have grown somewhat organically and can benefit from an enterprise content strategy framework. In this hands-on workshop we will explore one slice of a content strategy project: how can we use principles of customer journey mapping to help us ensure that our publishing is audience and mission-focused? Can thinking about the journey help us design pathways between content, exchanges, and desired actions?

Bibliography:
Crandell, Christine. Developing Content Strategy from Journey Maps. Demand Metric. February 2014. https://www.demandmetric.com/sites/demandmetric.com/files/images/how-to_guide_-_developing_content_strategy_from_journey_maps.pdf Visited September 30, 2016.

Coerver, Chad. On Digital Content Strategy. SFMOMA Website. https://www.sfmoma.org/read/on-digital-content-strategy/ Visited September 30, 2016.

Francis, Anna. How to Use Customer Journey Mapping to Shape Your Content Strategy. Search Engine Journal. May 26, 2016. https://www.searchenginejournal.com/use-customer-journey-mapping-shape-content-strategy/163827/ Visited September 30, 2016.

Miller, Jessica. Map Strategic Content Across the Customer Journey. PR 20/20 Public Relations and Marketing. October 13, 2013. http://www.pr2020.com/blog/strategic-content-across-customer-journey Visited September 30, 2016.

Nichols, Kevin. Content Strategy for the Customer Journey: Personalization Done Right. 2013 http://www.slideshare.net/kpnichols/content-strategy-personalizationcustomerjourneyconfab2013 Visited September 15, 2016.


Nichols, Kevin. Enterprise Content Strategy: A Project Guide. XML Press, 2015.

Young, Sandie. Connect Content Strategy to the Customer Journey. PR 20/20 Public Relations and Marketing. September 12, 2014. http://www.pr2020.com/blog/connect-content-strategy-to-the-customer-journey Visited September 30, 2016.