Content strategy

• Ten stage customer journey –
• Unaware
• Aware
• Research
• Consideration
• Selection
• Transaction
• Lead time
• Use
• Advocacy
• Loyalty
• Empathy mapping helps us not see UX as a process, but a person
• Collect “moments of truth” – quotes from users about their pain points
• Tool recommendation: Buzzsumo
• Use no date roadmaps
• Content auditing – used, improved, merged
• Google trends to ensure content meets needs
• Don’t assume all users in one group are the same

Video strategy

• 80% believe videos are helpful before purchase
• Don’t try to tick all boxes with one film
• Consider – hero (awareness) > hub (consideration) > help (purchase)
• Invest in small audience segments to drive maximum engagement
• Marie Curie achieved 84% full viewing with this approach

Data

• “A wealth of information creates a poverty of attention”
• Treat every page as your front page
• Keeping a user’s attention for three minutes makes them twice as likely to return
• All data collected and reported should be actionable

Social

• People don’t behave in the way they think they do
• Make a simple and human five tip guide for your social team
• E.g. Don’t be you, be Mabel
• Be transparent when things go wrong as well as right
• Say no to good things in favour of better things
• Allow people to have the experience before delivering the CTA
• Become the best at talking about the things we care about