You have a goal. You know your audience. You know how to use social media. You are now ready to create a journey for your audience. But first you need to understand what content journeys are. This is the critical lesson that ties together everything that we’ve covered up to this point!
Download and edit this PDF worksheet for creating a user journey.
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Take some time to use the worksheet above to plan out your first user journey! Be sure to fill in your persona/audience info on the left-hand side and your goal on the right-hand side before you start putting in your steps! This will allow you to be sure that your steps correspond with your audience and goal. Once you have it ready to go, it is time to implement it!
If you are struggling to put the pieces together or are unsure about what content to use, be sure to ask your questions in our Global Digital Strategies group on Workplace! We’d be happy to help you think this through.
Take a minute to congratulate yourself. You not only created your first user journey, but you learned the process, and now you can reuse this process time and time again to continue reaching new audiences.
But you’re not completely finished yet...we still have one more very important lesson left that will help you fully maximize your content strategy. Be sure to go on to the next lesson about analytics!
Last year, a team in LAC (Latin America and Caribbean) decided to create a journey for the Easter season. They had two primary audiences -- a believer persona who was wanting to learn how to help others grow in their faith and a curious persona who was open to hearing about a relationship with Christ. They decided to run their journey in 3 countries -- Panama, Mexico, and Colombia.
Once they had their persona and their goal, they mapped out the steps for their journey. This is how they set it up:
Step 1: Through a targeted ad, on Facebook, people were exposed to an image ad with the option to click and watch a video. The video clip was a Jesus Film clip.
Step 2: They could watch the video, and then at the end, a question popped up: “Where do you look when you need to be rescued from your problems?” For the question, there were two response options: “To Myself” or “ To Jesus.”
Step 3: If they clicked on the answer “To Myself,” they were offered another video to watch that was evangelistic in nature, with 2 more questions at the end. Based on their response, if they were open, they were given either a presentation of the Gospel or next step to check out the Spiritual Starter Kit (www.StartingwithGod.com). If the person answered “To Jesus” in the first question, they were then offered resources to help them start building a movement as a way to help others grow in their faith, and offered a way to register to find out more.
As a result, they were able to follow up with 45 people in Panama who registered to find out more!
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