Content strategy
It’s all about the journey!
Marie Girard
Information Energy - May 17th, 2017
CONTENT. STRATEGY.
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I have strategy. No you don’t!
A strategy is a strategy if it has:
✓ A purpose
✓ A plan
✓ A sequence of actions or tactics
✓ A distinct, measurable goal
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What is the purpose of your content?
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What context are your customers / users in?
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Purpose is also about emotions
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Engage
Inspire
Persuade
Educate
Support
Engaged
Inspired
Confident
Empowered
Thankful
Purpose-driven content model
Inspire
Content type name
Value proposition
Delivery formats
Structure
Persuade
Content type name
Value proposition
Delivery formats
Structure
Engage
Content type name
Value proposition
Delivery formats
Structure
Educate
Content type name
Value proposition
Delivery formats
Structure
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Support
Content type name
Value proposition
Delivery formats
Structure
A goal without a plan is just a wish.
-- Antoine de St Exupéry
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Customer journey: experience map
Discover
DOING
THINKING
FEELING
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Compare
Acquire
Use
Advocate
Search for energy
efficiency services.
Look at case
studies on the
website.
Contact the service
provider by mail.
Follow guidelines to
plan
implementation.
Ask for help when
there are problems.
There are so many
providers out
there, and none
seems to stand
out.
Wow, they have
done exactly what I
need with their
clients.
I can only see the
headquarters’
address here.
With these
resources I have
just what I need.
They’re always so
helpful.
Customer journey: add content
Discover
DOING
THINKING
Compare
Acquire
Use
Advocate
Search for energy
efficiency services.
Look at case
studies on the
website.
Contact the service
provider by mail.
Follow guidelines to
plan
implementation.
Ask for help when
there are problems.
There are so many
providers out
there, and none
seems to stand
out.
Wow, they have
done exactly what I
need with their
clients.
I can only see the
headquarters’
address here.
With these
resources I have
just what I need.
They’re always so
helpful.
Search
Website
FEELING
CHANNELS
CONTENT
TYPES
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Email
Community
Hotline
Engage
Engage
Persuade
Educate
Support
Intro
Success
story
Contact
form
Guideline
Forum
entry
Inspire
Support
Client
reference
FAQ
Customer journey: add metrics and KPIs
Discover
DOING
THINKING
Compare
Acquire
Use
Advocate
Search for energy
efficiency services.
Look at case
studies on the
website.
Contact the service
provider by mail.
Follow guidelines to
plan
implementation.
Ask for help when
there are problems.
There are so many
providers out
there, and none
seems to stand
out.
Wow, they have
done exactly what I
need with their
clients.
I can only see the
headquarters’
address here.
With these
resources I have
just what I need.
They’re always so
helpful.
Search
Website
FEELING
CHANNELS
KPIs
12
Community
Hotline
Engage
Engage
Persuade
Educate
Support
Intro
Success
story
Contact
form
Guideline
Forum
entry
CONTENT
TYPES
CONTENT
METRICS
Email
Shares
Likes
Traffic
Leads
Inspire
Support
Client
reference
FAQ
Comments
Exit rates
Sentiment
Traffic
Chat
Sales
Traffic
Ratings
System
Usability
Scale
Contribution
to resolution
Ratings
Net
Promoter
Score
Review the journey map: identify actions and actors
Discover
DOING
THINKING
Compare
Acquire
Use
Advocate
Search for energy
efficiency services.
Look at case
studies on the
website.
Contact the service
provider by mail.
Follow guidelines to
plan
implementation.
Ask for help when
there are problems.
There are so many
providers out
there, and none
seems to stand
out.
Wow, they have
done exactly what I
need with their
clients.
I can only see the
headquarters’
address here.
With these
resources I have
just what I need.
They’re always so
helpful.
Search
Website
FEELING
CHANNELS
KPIs
13
Community
Hotline
Engage
Engage
Persuade
Educate
Support
Intro
Success
story
Contact
form
Guideline
Forum
entry
CONTENT
TYPES
CONTENT
METRICS
Email
Shares
Likes
Traffic
Leads
Inspire
Support
Client
reference
FAQ
Comments
Exit rates
Sentiment
Traffic
Chat
Sales
Traffic
Ratings
System
Usability
Scale
Contribution
to resolution
Ratings
Net
Promoter
Score
I have strategy. No you don’t!
A strategy needs a narrative.
The story.
It’s how you package and sell your strategy.
It’s how you create buy-in and inspire others to understand,
maybe even love your strategy.
Without a narrative, you can only sell strategy to strategists,
which is like selling chemistry to chemists.
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Build a narrative for each stage of the journey
Hero
Reward
Call to adventure
Discover
Mentors and
helpers
Transformation
Challenges
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And scale the story
Hero
Reward
Discover
Use
Troubleshoot
Transformation
Acquire
Advocate
Discover
Challenges
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Call to adventure
Compare
Mentors and
helpers
Plan the stories
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Discover
Priority + time estimate
Compare
Priority + time estimate
Advocate
Priority + time estimate
Acquire
Priority + time estimate
Ready for Information 4.0?
Offered
Molecular
Ubiquitous
Spontaneous
Profiled
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Dynamic