Articles

Messaging across the customer journey

  • ByTeam CSI
  • |
  • Sep 18 2017
Categories: |Toolbox
Topics: |Plan & design |How-to
Messaging across the customer journey Photo by Samuel Zeller on Unsplash

Communicate concepts through messaging

Messages are concepts being communicated and are not actual page copy.

Messages can be conveyed both explicitly, through tag lines, headings, or text, or implicitly, through underlying context and imagery. 

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From research to content tools: mapping content to customer journeys

  • ByTeam CSI
  • |
  • Sep 11 2017
Categories: |Toolbox
Topics: |Plan & design |How-to
From research to content tools: mapping content to customer journeys Photo by Raphael Schaller on Unsplash

Use your data to map content onto your customer journey

Once you have personas for your major customer segments, you can create customer journeys for them. We’ve written previously on the basics of customer journeys and content mapping. If you’re new to the concept, learn more about mapping content to customer journeys.

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Customer-focused content: 10 do’s and 10 don’ts

  • ByTeam CSI
  • |
  • Sep 4 2017
Categories: |Toolbox
Topics: |Best practices
Customer-focused content: 10 do’s and 10 don’ts Photo by Paul Skorupskas on Unsplash

Engage your customers

It’s no secret that if you want to engage your customers, you need customer-focused content. But what does that look like, beyond the format or channel. Sure, social media makes it easier to have a conversation with your customers, and customer-generated content is inherently customer-focused … but what about the copy that your company writes? With our ingrained habits of talking about ourselves, our company, and our key benefits, we’re not always as good at writing from the customer’s perspectives as we’d like.

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Case study

TELUS Customer support

Governance

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Case study

Adoptive Families Association of BC

Website content strategy

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