Most organisations can list what they publish. Very few can say which moment in a customer’s decision each piece was meant to serve, or name the points where customers quietly go elsewhere. The content exists, the spend is real, and nobody can say with confidence what any of it is doing.
Customer Journey Mapping and Content Strategy answers both questions. You end with a map of what your customers experience and feel at each stage, a checklist of what has to be built or changed for that experience to be real, and a content strategy setting out what has to be published to serve it. Together they establish what a customer needs at a given moment and how your organisation answers it, in a way consistent with the position you have already agreed.
The content strategy is drafted from the approved map and presented in its own session. Where the map establishes that a customer needs something particular at a particular stage, the strategy sets out what has to be published to serve it, on which channel, at what frequency, and to what standard.
It also sets out what that will cost to produce, so the strategy can be resourced and prioritised rather than agreed in principle and quietly shelved.
How it is used
What the strategy covers:
- Defining what channels serve your customers at what moment of their journey and why.
- Concepts for the content and communication materials needed at every stage.
- A checklist that details what one-off material needs to be created versus what you have to publish regularly, and what each thing is for.
