Using journey mapping to create a successful content strategy – Day 10

by , Content Strategist, GatherContent

This video is the tenth in our Content Strategy Advent Calendar series. Here, Marli Mesibov encourages us to use journey mapping to create a successful content strategy.

Video transcript

Hi, I’m Marli Mesibov and I’m here today to talk to you about how we can use journey mapping to create a successful content strategy.

Think about it, content strategy is all about getting the right content, to the right people, at the right time and in the right place. But how do you know where the right time and place is? Or what the right content is, or even sometimes, who those right people are.

You start with research obviously. But then you have to take that information and go somewhere with it. You start by mapping the journey. Let’s imagine for a minute that you got hired by a company that sells ice-skates. Well if we asked them, think through the steps that someone would take to plan an ice-skating party. They’d probably show you their website and walk through the pages that someone would go through to buy ice-skates. But that’s not how someone starts planning an ice-skating party.

If you asked the person on the other end of the screen, if you asked their customers, they would probably tell you that they start by talking to family and friends about a good date for the party, or they put together an invite on Facebook, or even that they think about what kind of party they even want to throw. An ice-skating party or a cookie baking party. And that’s where we start seeing opportunities for content.

When we recognise that someone’s not buying ice-skates, in terms of a journey that goes through the pages of a site, but instead is thinking about how to throw the best party, that’s content that we could be creating. That’s content that we could be providing, maybe on a site that has cookie recipes. Or, if we know that we’re marketing to specific areas of the world, and we know it’s snowing this week, that’s the right time to suddenly pull up those promotions and that content.

So this winter, think about what those steps are that someone on the other end of the screen is taking and find the places that they need content and have yourself a wonderful holiday season. And for more information on journey mapping, feel free to reach out to me. I’m available at [email protected], or on Twitter @marsinthestars.

About Marli


Marli Mesibov is the Director of Content Strategy at the design and UX agency Mad*Pow. Her work spans strategy and experiences across websites, web applications, and mobile for enterprise companies and startups. She is the managing editor at UX Booth, and a frequent conference speaker. Marli can also be found on Twitter, where she shares thoughts on UX Design, content strategy, and Muppets. You can learn more about her and her work at

About the Author

Content Strategist, GatherContent

Rob is Content Strategist at GatherContent. He is a journalism graduate and has previously worked as Studio Manager and Head of Content for a design agency and as an Audience Research Executive for the BBC. He’s a published author and regular contributor to industry publications including Net Magazine, Smashing Magazine, 24 Ways, WebTuts+, UX Matters , UX Booth and Content Marketing Institute. On occasion Rob speaks about content strategy at leading industry events.

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