About this webinar

In this webinar, Melissa Breker highlights how you can use customer journeys as a way to uncover content requirements for your audience and a way to plan for better content.It’s hard work getting people to change. The challenge is how to convince your team to work with content in a new way. It almost always boils down to the same thing.It’s this:Without the right motivation to change, people would rather stick to what they know, even if the status quo is more painful, ineffective, and unsatisfying.Like all strategic conversations, understanding your current situation and determining the readiness for change in your organisation is an important first step in getting things done.This presentation highlights how to bring teams together around content via customer journeys to bring a shared vision for your content.Through this approach, you can identify gaps in your current content and highlight opportunities to build a content mix that meets both business and audience goals.

What will I learn?

This webinar covers:

• How to use audience research to build content requirements
• Why it's important to understand your organisations readiness for change
• How to plan and structure a content mapping session with your stakeholders (as well as explaining the benefits to them)
• What to do with the results of the session to socialise content strategy