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Mapping Content to the Customer Journey: 5 Keys to Success

Every interaction with prospects and customers is an opportunity to delight and inform. Content plays one of the biggest roles in creating outstanding customer experiences. Connecting customer and content can be a challenge. All organizations, whether B2C or B2B, should develop customer journeys with the intent of building a relationship with the customer. Doing so will allow you to leverage these journeys within your content planning and creation processes.

Join me, Scott Abel, The Content Wrangler, and my guests, Adam Helweh and Kevin P. Nichols for this free, one-hour webinar designed to describe and define the modern customer journey and explore the role content plays in fueling how prospects and customers interact with your brand at each stage.

Attendees will learn what a modern customer journey actually looks like; why relying on a linear or funnel approach isn't as helpful as you might think and what is the impact of providing the right content at the right time to prospects and customers alike. In addition, Adam and Kevin will talk about the role content plays in shaping customer experience, how to use a customer journey map for effective content planning and creation, and what you need to create a customer-journey content map.

ABOUT ADAM HELWEH

Adam Helweh is the CEO and founder of Secret Sushi Creative. He specializes in and is deeply passionate about, the convergence of design, social and technology to provide businesses with more intelligent and human ways to connect with customers to grow sales.

ABOUT KEVIN P. NICHOLS

Kevin P. Nichols is an award-winning thought leader, digital industry enthusiast, and author with more than twenty-two years of professional experience. As a team leader at SapientNitro Kevin grew of one of the oldest global content strategy teams into one of the largest and most successful in the world. Currently, Kevin is Executive Director of Experience at AvenueCX, a consultancy specializing in enterprise content strategy.
Recorded Jun 21 2017 64 mins
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Presentation preview: Mapping Content to the Customer Journey: 5 Keys to Success

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  • Design Thinking and Content Strategy Sep 27 2018 8:00 pm UTC 60 mins
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    Join Scott Abel, The Content Wrangler, and his special guest, Buck Bard, Content Strategist and Chief Harbinger of Canary Works, for this free one-hour webinar. Learn how you can use design thinking to transform your content strategy from someone who does it every day.

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    Buck Bard is the Chief Harbinger at Canary Works. He has been designing and delivering innovative learning solutions for over 25 years. Canary Works was created to promote Innovation, Digital Transformation, and Design Thinking. Through a series of experiential workshops, we help guide organizations discover and draw a roadmap to possible futures. We work with teams and individuals to find the intersections of the strengths of their cultures and their strategic goals, using sound learning principles.
  • The Future is Now: Neuroscience, Chatbots, Voice, and Microcontent Sep 13 2018 3:00 pm UTC 60 mins
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    If you're like many of us in tech pubs, your company has already dipped their toes into the rapidly developing field of chatbots and voice. Or perhaps your company is already waist-deep in it and they've tasked you with creating new content on a new system procured specifically for chatbots. Or worse, they've begun hiring a new class of writer, called the UX writer, to develop chatbot content in some other department that copies and pastes content from your technical manuals into chatbot databases. Or perhaps none of this is happening yet, but you want to get ahead of the curve.

    Now what if we told you that you can source chatbot and voice content directly from your structured technical content? What if we told you that rewriting and restructuring your content for chatbots could make your content far more accessible for users in your traditional content delivery channels? What if we could show you that this evolution in structured writing was simply a continuation of our journey down the path to developing structured content for DITA and other topic-based architectures?

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    Reusing content has substantial benefits over copying and pasting. However, reusing content can be complex to manage without proper guidelines, especially when that content is translated into multiple languages.

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    ABOUT MIKE RICE

    Mike Rice is a user-centered professional with over 20 years of experience in technical communication, and a tested eye for transforming how information is managed. Mike is thrilled to be supporting information professionals using easyDITA, and to help them focus on their content, its meaning, its value, and its connections.
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    Val Swisher
    With the continued development of natural language processing (NLP), there are more software applications, doing more types of editing, than ever before. We will cover how an NLP works, editing tasks best done by a machine, and instances where only a trained human editor will really get the job done.

    In this talk, learn more about:

    * What is a natural language processor and how does it work?

    * What types of editing are done best by an NLP?

    * What types of editing are best saved for people?

    * How to use both machine editing and human editing to your best advantage
  • The Future of Content: The Content Professional’s Primer to AI & Chatbots Recorded: Jun 28 2018 60 mins
    Val Swisher
    Join subject matter expert, Val Swisher, for a highly illuminating and thought-provoking exploration into artificial intelligence (AI) and its potential impact on the future of content.

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  • Learning Together: Motion Infographics Recorded: Jun 20 2018 53 mins
    Barry Saiff, Saiff Solutions
    In 2018, the pace of life and business is quick. Attention spans are short. Technical communicators need to catch up. Long text passages, with occasional graphics, don't always reach a large part of our audiences.

    How can we create snappy visuals that enable people to learn what they need to learn quickly and painlessly?

    How do we simplify complex concepts, with far less words, and content that is truly engaging?

    Motion infographics combine the best elements of minimalism, instructional design, and information architecture to produce content that people love.

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  • Holy Trifecta of Global Content Success Recorded: May 30 2018 52 mins
    Val Swisher
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    When technical content is required for global audiences, intelligent content alone is not enough to tackle the obstacles multilingual content introduces. Combining structured intelligent technical content, terminology management, and translation memory together can solve these challenges. We call this the Holy Trifecta of Intelligent Technical Content. When all three of these are leveraged together, we can produce consistent content that is on-brand, on-message, and easy to read in every language.

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    * A clear description of intelligent content, terminology management, and translation memory

    * An understanding of how they are interrelated and why they are important to technical communication projects

    * A game plan for coordinating all three in order to create intelligent content that works, all the time, on any device, in any language
  • Not Good Enough: The Need for a Patient-Focused Content Strategy Recorded: May 17 2018 62 mins
    Paul Perrotta and Scott Abel
    Being a patient in need of life-saving medical treatment can be cripplingly frightening—even the bravest humans often find their nerves of steel are no match for fear of invasive surgery or therapy for serious illnesses like heart disease or cancer. Many patients find themselves trapped on an anxiety-ridden ride made worse by the presence of poorly designed, ambiguous, frustrating and confusing healthcare content. Confusing jargon, misplaced focus, and a lack of empathy are common problems with information provided to patients during their journey toward healthfulness. But it doesn’t have to be that way.

    Join Paul Perrotta for a lively discussion with Scott Abel, The Content Wrangler, about his recent battle with brain cancer. Scott will discuss the content challenges he discovered while attempting to navigate the disorganized, inconsistent, and often less-than-useful healthcare content provided to him by hospitals, doctors, laboratories, transporters, specialists, nurses, medical device companies, technicians, pharmacies, and insurance providers.

    We’ll hear Scott’s first-hand account of his experiences navigating brain surgery and cancer treatments and learn how adopting a patient-focused content strategy may help professional communicators improve healthcare information provided to those who need it. Come prepared to ask questions of Scott.

    One lucky attendee will win a free pass to Information Development World conference, November 27-29, 2018, in Menlo Park, CA. The theme of the conference is “Creating a Modern Online Technical Resource Center.”
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    Alan J. Porter
    Intelligent content is the foundation of the new age of digital customer experiences in any language. As a consequence, the worlds of marketing communication, technical communication, and localization are converging as companies need to take a more holistic view of how customers interact with their global brands. This presentation will discuss this convergence and how companies can best position themselves and their content to power their digital transformation.

    Join The Content Wrangler and our special guest presenter, Alan J. Porter, Head of Strategic Services at [A], for this free one-hour webinar. Porter will demystify how to start the discussion of content convergence in your own organization and he’ll provide samples of metadata you should consider adding when attempting to manage global content. Attendees will also gain insight into a content engineering approach to holistic content use.
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    Stephani Clark
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    Join The Content Wrangler and Stephani Clark of Jorsek LLC to learn how to perform a content audit, develop a conversion plan, and learn about other considerations when transferring content.

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    Stephani Clark is a Customer Success Manager for easyDITA, a DITA Component Content Management System based in Rochester. She works to train and assist users of easyDITA’s software. Stephani also works on easyDITA’s information development team and spends about half her time creating technical documentation for the software.

    Before she worked for easyDITA, Stephani spent over ten years working for her family’s energy efficiency company. During that time, she worked in sales management, operations, and project management. Stephani also developed the company’s training program and served as their National Training Administrator, which brought her to Rochester in 2010 when the company opened an office there.
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    Val Swisher
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    • Improve customer experience
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    Eric Kuhnen and Bill Gamboa
    Technical communicators around the globe use the Darwin Information Typing Architecture (DITA) to help them create structured, semantically rich, topic-based technical documentation designed for reuse. The benefits of DITA, including content reuse, are limited to content teams who use XML editing tools. Content creators working with Microsoft Office tools cannot reuse DITA content easily, so content silos coalesce around the tools that content teams use.

    It’s one thing to understand the value of content reuse. It’s another to find a solution that defeats tool-driven content silos so that teams who don’t have access to—or knowledge of—XML editing tools are able to effectively reuse and repurpose DITA content. Attend this free, one-hour Content Wrangler webinar, brought to you by the content management gurus at Astoria Software, to learn how technical content teams are sharing and repurposing DITA content with team members who create content using Microsoft Office software.
  • Publishing DITA Content to a Chatbot Recorded: Apr 3 2018 60 mins
    Patrick Bosek
    Chatbots have a long way to go to be self-sufficient, but if you build them on a base of structured content, they can be a helpful content delivery tool today. Join The Content Wrangler, and Patrick Bosek of Jorsek LLC to learn how you can publish your DITA content to your chatbot.

    As a part of this process, Patrick will talk about how chatbots fit into your total content delivery strategy, how to transform DITA content for chatbots, and how to update and maintain chatbots as a delivery system.

    About Patrick Bosek

    Patrick is a co-founder and Director of Customer Success at Jorsek LLC, the makers easyDITA. Since beginning with Jorsek LLC in 2005 Patrick has worked on a wide range of projects all focused on improving authoring, production, and distribution of content. Most recently, his primary focus has been empowering the users of easyDITA and generally advancing the product documentation industry.

    Patrick is a software industry professional specializing in developing, productizing, and solving problems with product content software. He is a highly skilled developer, thoughtful manager, passionate customer advocate.
  • Office 365 As A Content Services Hub? Seriously! Recorded: Mar 15 2018 61 mins
    Steffen Frederiksen
    Do you have Office 365 in your organization? You may not realize it, but you already have the perfect solution for delivering the right information to the right people, at the right time, in the right format and language–and on the device of their choosing.

    Most content services hubs are expensive and complicated. Office 365 is an affordable, cloud-based, scalable platform that allows you to build content for a future of AI, machine-learning, chatbots, and machine-to-machine communication. It enables everyone, whether experienced in content architectures like DITA and XML or not, to use Microsoft Word and other familiar tools to create and share content in real time. Gartner recognized Microsoft as a leader in the Content Management Platform Magic Quadrant in 2017. Find out why!

    Join our special guest host, Paul Perrotta, and our special guest, Steffen Frederiksen, for this free, one-hour webinar, and learn exactly why and how Office 365 is a great platform for authoring, managing, and delivering the content of the future. Attendees will also learn the benefits that come with using it, as well as be taken through a specific use case in financial services.

    ABOUT STEFFEN FREDERIKSEN

    Since 1989, Steffen Frederiksen has been working with the creation, management, and distribution of structured, reusable business content. This work includes methods, software tools, training workshops and CMS solutions. He has managed the training of more than 200,000 writers around the globe, primarily in the financial services, pharma, and other regulated industries.

    While working for Information Mapping, Steffen developed the concept of “object-oriented information” as well as the MOM (Mapping Object Model) XML DTDs – some of the foundation of the DITA standard. With the objective of bringing the power of structured content to everyone, he founded DitaExchange in 2001 and developed its Dx4 software, which combines the DITA standard, Microsoft SharePoint and Microsoft Office.
Content is a business asset worthy of being managed efficiently.
The Content Wrangler Channel covers the people, methods, tools and technologies designed to help you deliver the right information, to the right people, at the right time, on the right device, in the right format and language. Your content is your most valuable business asset. Let us show you how to manage it efficiently and effectively.

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  • Presented by: Adam Helweh and Kevin P. Nichols
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