gilbane2013 connecting content_pkostur_upload
DESCRIPTION
Pamela Kostur's Gilbane 2013 presentation on connecting conference to the customer experience.TRANSCRIPT
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Pamela [email protected]
Connecting Content to the Customer Experience
Parallax CommunicationsContent first.
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Content strategyis the new black
But you’d never know it.
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Free, but what to choose?
I won’t be Bach for more!
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Content first.
How do customers perceive their interactions with your company?
Customer experience is about their perception,
not your company’s intent.
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It’s that time of year when we’re shopping for gifts
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Who decided what’s appropriate for whom?
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Content first.
When’s the last time your company talked to a
customer, or watched them use your website, or any of
your content for that matter?
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Content first.
Personas are a critical component of every
content strategy.Make them matter.
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Content first.
You are not your customer
Your employees are not your customers
Your organization is not your customer
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Inconsistent ways of describing product features make it impossible for me to compare.
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Content first.
Consistency is also a critical component of a content strategy.Consistency serves as a guide to
customers.
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Focus is on who it’s for, what it does, and what it contains
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Focus is on benefits and directions for use
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Focus is on product description
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Content first.
Content has to be more than just pretty.
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Content first.
Content strategy requires that you anticipate what customers
are doing, and guide them through their tasks.
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Content first.
Connecting content to customers means providing
them with useful information along their path.
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A little more guidance would be useful!
May exist?
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Content first.
Seems simple.
Who is your content for?What are they trying to do?
How does your content help them?Is it consistent?
Is it useful?Is it driven by need, and not design?
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Customer
Content
Needs, wants, expectations
Context
Consistency
Remember, the customer is not you
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This presentation is really a plea to…
Make content the new black
(Meaningful, customer-centric)
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P.S. It’s not all bad! Check out these sites.I think they’re pretty great:
• tripadvisor.com/ca• lcbo.com• instapaper.com• join.me• retrevo.com