Using Customer Journey Mapping to Inform Content Strategy

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?

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Young, Sandie. Connect Content Strategy to the Customer Journey. PR 20/20 Public Relations and Marketing. September 12, 2014. Visited September 30, 2016.