Mapping Content to Customer Journeys

You’ve defined your customer journey, but where does content fit in, and what do you need to think about? In this 2015 talk at the Design and Content Conference, Kathy Wagner, a founding partner of Content Strategy Inc., shows how to use customer journeys to identify user-focused content requirements.

The presentation covers how journey maps can be used to communicate the ways content supports a larger user experience. Wagner shares her team’s process and examples of how they go about mapping content considerations to each part of a customer journey, linking content strategy work directly to the journey mapping that design teams already do.