Demonstration Session 1

Friday, August 3 2018


Back by popular demand! Learn the art of ‘Strategic Content Mapping,’ a unique process to more effectively identify your audience, devise a truly focused message, and deploy tactics where they are needed most. You will be amazed how much can be accomplished in just 45 minutes.

Notes from session:

What is a strategic plan?

  • Strategic planning is the process of defining strategy, or direction, and making decisions on allocating its resources to pursue this strategy.
  • Set priorities, focus energy and resources, strengthen operations, ensure that employees and other stakeholders are working toward common goals, establish agreement around intended outcomes/results, and assess and adjust the plan.
  • Strategy is the glue that brings things together.

What is a content map?

  • A content map is a plan to deliver the right content, to the right people, at the right time. Content mapping takes into account the characteristics of the person who will be consuming the content and their lifecycle stage. Marketers hear it all the time: The content you create needs to be personalized.
  • Getting right message to right people – effective in web design – get this particular message to this specific group. Create a grid for brainstorming/executing.

What is a strategic content map?

  • It’s the process of brainstorming your specific audiences and then assigning each their own tactic and message.
  • It comes down to: Who are you trying to reach and what do you want them to do?
    • Your answer when developing audiences can NEVER be something like the general public. Go deeper.
    • You are looking at a real-world ROI for each.
    • Core components – audiences, narrative, specific messages, specific tactics.
    • Can you exist or easily replace that stakeholder? If you can, they might not be a stakeholder.
    • Narrative is key – using the story to move people from here to there.
    • Your messages should lead to tactics.

What is human centered design?

  • It’s a process that starts with the people you’re designing for and ends with new solutions that are tailor-made to suit their needs. You are building something and working on your message with the actual person in mind.
  • Look through the examples of early Google Glass prototypes. They didn’t find the right audience at first but eventually, they found an application – they found the right audience. Rapidly prototype – test and build – never going to get it right 1st, 2nd, 3rd try.
  • Your Truth > Objective Truth.

[Group exercise was done as well.]