Liz Neely, American Alliance of Museums, 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?
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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.
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