Liz Neely, Georgia O'Keeffe Museum, 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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