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BCN Content Strategy Deck (Appendix (Value Proposition, Persona supporting…
BCN Content Strategy Deck
Customer Journey + Content
Content audit mapped against ideas
Channels
Example storyline
Journey stage 1, 2, 3
Rogers
Shaw
Bell
TELUS
Current state
Trigger
: Too many calls. Too many missed calls. One customer complaint
DATA: Why purchased?
Research
: Search keywords (what are they using)
DATA: Non-brand keywords being used
Choosing a solution
: I guess I'll go with whomever I have my cell phone with. Four competitors.
DATA: BCN with TELUS vs. BCN without TELUS
Purchase
: Welcome to Business Connect
DATA: Channels used to purchase
DATA: Purchase rate. MQL to SQL to purchase
DATA: Open rate, CTR of current welcome emails
Install
DATA: How many calls to setup.
DATA: Most common installation problems
Use
DATA: Most common tech support issues
DATA: Customer feedback
DATA: Call volume, text volume, meetings per customer
Appendix
Value Proposition
Persona supporting pages
Session summary