Class 5 and 6 Slides

York University
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CSCM1000 Planning and Analysis

UNIVERSITY BRAND & MARKETING | 2021
July 19, 2022

Week 3/1 - Journey Mapping: The Buyer
Journey
Reminders:
• Make sure you sign up for “Assignment Groups” NOT “Presentation Groups”
Comments regarding Daniels Law Firm assignment:

• Clarify everything — don’t assume the reader/stakeholder will know what you mean. Provide context
• Example, if they want to make $12 million this year, how much of an increase is this? (this will make a big difference in terms of strategy).
Include what their current revenue is
• Show how you broke down the budget and what percentage you used
• There was some confusion where people mixed up a law firm with the same name that is in Ottawa and does NOT do real estate law
• Some groups included great details regarding the “problem”. For example, one group found a study to back up their strategy: “Almost half
(41 per cent) of Canadians claim they aren't knowledgeable when it comes to buying or selling real estate*. 91 per cent of Canadians say that
they search for outside support*”
• In the SMART goals: make sure you are specific regarding the tactics you will use to achieve your goals
• In Budget Allocation: include percentages and dollar amounts. If you say it’s 10% of the budget, how much money is that?
• Because this was done in class with limited time, I didn’t expect full breakdowns of how much tech subscriptions cost or the cost of content
such as videos versus blogs, however, for the other assignments, please break it down in detail
• Keep the assignment top of mind: ie., develop a content marketing budget
• Tactics and budgets: If you suggest SEM, Google ads, social media advertising or PR, make sure to connect the dots back to how these
tactics works in conjunction with your content strategy — remember that this is a “content marketing budget” (not advertising budget). For
example, are you driving traffic to a specific blog post or resource or webinar?
2 Content Marketing
Recap: Personas
● Personas make websites more effective and can

reduce testing and experimentation time
● Helps the executing team answer user needs

more effectively
● Can help you anticipate consumers’ needs and, in

turn, shape content creation
● Potentially shortens launch-to-lead-generation

time if the personas are comprehensive
● Provide a style and tone framework that can

inform brand voice guidelines
● Personas filter into many marketing activities

Resource: User-Persona Template (Composely)
https://compose.ly/content-strategy/user-persona-guide
4 Content Marketing
Resource: User-Persona Template (Composely)
Template allows you to

type information directly
into each section
https://compose.ly/content-strategy/user-persona-guide
5 Content Marketing
How Do You Start To Build Buyer/Consumer Personas?
Triggers that Clients &

Research & Losing Room For
lead to taking Prospects
Insights Prospects Improvements
action facing hurdles
Analyze and learn from your data. Speak to the frontline people who interact with your
consumer – sales, customer service, accounting, etc.
6 Content Marketing
Building Buyer/Consumer Personas
Research and Insights:
Many tools are available. Look at your marketing communications campaigns to understand engagement, interactions,
etc.
Analyze and learn from your data. Speak to the frontline people who interact
with your consumer – sales, customer service, accounting, etc.
7 Content Marketing
Building Buyer/Consumer Personas: Social Media
8 Content Marketing
Building Buyer/Consumer Personas: Social Media
High levels of engagement: reactions,

comments, shares, clicks
9 Content Marketing
Building Buyer/Consumer Personas: Google Tools
https://www.thinkwithgoogle.com/tools/
10 Content Marketing
Building Buyer/Consumer Personas: Google Analytics
Building Buyer/Consumer Personas: Google Ads / Keywords
Building Buyer/Consumer Personas: Interviews
Incentives
Who to talk to Accommodate their

schedule and make it easy
Talk to loyal, repeat
for them to be part of.
clients, non-repeat
Number of People
clients, and prospects
Make them feel a part of
that you have not been
the research.
able to convert. Loyal clients, non-repeat
Thank them with a and prospects for each
personalized note and/or persona is ideal.
incentive.
Considerations When Building Buyer/Consumer Personas
Market Segment Approach
What Information Do You Need to Uncover?
As a company:
● What do we need to know about our target audience?
● What questions should we ask?
1. What are their validation tendencies:

● What helps them make decisions?
● Examples: downloading white papers, peer reviews, etc.?
2. How do they communicate:

● What media devices and platforms are they interacting with
or spending time on?
3. Content and interactions

● What content are they interacting with along the journey?
● What keyword phrases are getting responses and which ones
are not?
4. What is stopping them from transacting with you:

● Influence of others?
● Competition?
● Lack of knowledge?
● Confusion around your value proposition?
5. What motivates them:

● How does your target audience’s motivations and
way of thinking shape their ideas about the
solutions they need?
● Think not only about what content and user
experience your target audience wants, but also
what does your target audience not want?
● What will make you lose a potential customer?
● What behaviours?
● Ways of communicating?
● Content types?
● Voice/personality?
Content marketers need these five insights:
1. Priority initiatives:
• What are the three to five problems or objects that your buyer persona dedicates time, budget, and political capital to?
2. Success factors:
• What are the tangible or intangible metrics or rewards that the buyer associates with success, such as “grow revenue by X” or a
promotion?
3. Perceived barriers:
• What factors could prompt the buyer to question whether your company and its solution can help with achieving his or her
success factors? This is when you begin to uncover unseen factors, such as competing interests, politics, or prior experiences with
your company or a similar company.
4. Buying process:
• What process does this buyer persona follow in exploring and selecting a solution that can overcome the perceived barriers and
achieve their success factors?
5. Decision criteria:
• What aspects of each product will the buyer assess in evaluating the alternative solutions available?
• To be useful, the decision criteria should include insights both from buyers who chose a competitor and those who decide not to
buy a solution at all.
Building Buyer/Consumer Personas: Interview Questions
Starter questions:
Buyer Persona: Interview Questions
Demographics:
● How old are you?

● What is your income? (*You probably wouldn't openly ask someone what their income is but
instead opt for a range)
● What is your highest level of education completed?
● Where are you located?
● What is your gender?
● What is your current occupation?
● What is your marital status?
● Do you have any children? What’s your family structure like?
● Do you have any hobbies? Are you involved in any activities or organizations?
For the most part, these can easily be assumed from existing knowledge and online research. You can also
gain some insight from conducting these interviews (ex., if 5/6 of the interviewees are mothers, we can
assume the demographic can be a woman with children).
Online presence:
● How often do you check emails on your phone, at home, at work?

● What type of online or print information articles do you read?
● What publications, blogs or social media networks do you pay attention to?
● Which social media networks do you use personally? How often?
● Which search engine do you use the most? What’s your process for finding something online?
Learning more about your persona’s online behaviors will give you more insight into how you can improve
your online presence specifically for them
Take into consideration how they digest information and how often. (You can also apply some of their
feedback to your content creation strategy.)
Buying process:
● What is your decision-making process when planning on buying [your product/service]?

● Was anyone else involved in this process? If so, who? And why or why not?
● What would you say influences your purchasing decision the most?
● What is most important to you when selecting a vendor?
● What are some key factors that would deter you from making a purchase?
By asking questions about the buying process, you can collect extremely helpful information for your
marketing and sales teams.
You may find the person you’re talking to is actually an influencer to the actual decision-maker, or that they
only go with companies who can provide actual results from past clients.
Doing business with [your company]:
● Take me back to the day when you first decided to explore your [product/service] options. What was going on in your life that
made you think about making this purchase?
● How did you hear about [your company]?
● What initially attracted you to us?
● What was your first impression of us?
● Were you the main person doing research when you found us? If not, who was?
● What 3 words would you have used to describe [your company] while you were comparing other companies? (If you don’t
mind me asking, what words would you have used to describe the other companies you were evaluating?)
● What was your biggest concern or reservation (if any) about buying from us?
● (If a customer) Why did you choose [your company] over another company?
● (If not a customer) Why did you choose X Company over us?
● What could make us even better? Whether it be in the buying process you went through or afterwards?
● What could we do to reach more people just like you?
The goal of asking these types of questions is to gain more information about your persona’s buyer journey — how they found you
online and why they evaluated you.
Buyer Personas
Create a template
• Every business/brand will have different needs – establish B2B
or B2C template that fits your brand. Name your personas and
find matching visual
Multiple Personas
• Most companies/brands will need multiple personas and as you
gather information and insights you will be able to further
develop. (ex., Fifth Story has an agency persona, client marketer
persona, media persona – we could go deeper for example
Government, not-for-profit, etc.)
Negative Personas
• This can help you eliminate clients you don’t want. An example
might be students who are interested in your business for
research, but don’t have the money for your services, or a size of
company or sector that is too expensive to acquire
Buyer Persona Template: What Brand Could This Be For?
Buyer Persona: Exercise
In small groups of 4, interview each other and create:
● A target audience for York University’s School of

Continuing Studies
● A specific persona for York University’s School of
Continuing Studies
Start with some of the sample questions in the previous slides.

You can also add some of your own
At the end of class we will compare each group’s target audience

and personas
Journey Mapping
• What did you buy today (or recently)?
• Why did you buy it?
• What made you choose that product/service

over a competitor’s product/service?
Journey Mapping
https://youtu.be/lBWz-GtziVw
Journey Map: Buyer Persona Triggers
Hypothetical journey maps: User personas should inform your marketing decisions, giving pointers for your business
plan and content strategy. Their motives and goals should provide a framework for you to base your marketing plan on
Example 1: Space Heater for Pets
Dana the Dog Mom (primary persona) has recently noticed Novak, her greyhound, shivering more, even inside the house (motive).
With the colder months ahead, Dana wants to ensure Novak stays warm (goal), so she is considering buying products such as a dog
sweater or space heater
Example 2: Gaming Mouse
Andrew the Budget Gamer (primary persona) recently started playing Starcraft, thanks to the recommendation of a classmate
He’s had the same mouse since he moved into his dorm, which is in severe need of an upgrade (motive)
As a gaming hobbyist and knowledgeable techie, Andrew won’t settle for any run-of-the-mill mouse. He wants a quality gaming
mouse that delivers precision but also fits into his student budget (goal)
Journey Map: Buyer Persona Triggers
What would make the space heater a more appealing purchase to Dana than a dog sweater?
For Andrew, what separates this gaming mouse from others?
User personas provide another vantage point to see your product from, helping to foster empathy for your customer. By imagining
yourself in your persona’s shoes, you can identify particular selling points that may appeal more to a customer, as well as potential
concerns one might bring up.
Examples:
Dana: To draw customers like Dana, the pet space heater company’s marketing team might emphasize how the product’s variety of
heat settings is more versatile and accommodating than a dog sweater
Andrew: To draw in budget customers like Andrew, the gaming mouse’s marketers might create a price comparison chart and
showcase how competitors have nearly identical products but at far more exorbitant prices
Journey Map: Buyer Persona and Purchase Journey
Triggers (think of Zero Moment of
Truth)
Actions or activities that a buyer takes to

move along the purchase journey. They
may include:
• Performing a Google search

• Visiting a brand’s website
• Signing up for free content
• Signing up for a software demo
• Getting a free consultation
• Calling a business
• Following a social media page
• Visiting a store
Journey Map: Personalization and Customization
Consumers are inundated with content.

How can you stand out?
• Provide engaging, quality content

that is specific to your audience
personas at the right point and time
on the purchase journey
Objections/Questions (Pain Points)
Things that the buyer thinks about when along the

purchase journey:
• How do I solve my problem/need?

• What product/service could help me solve
my problem/need?
• How do these products/services work?
• Where can I get these products/services?
• How do these competitive products/services
compare?
• What do these products/services cost?
• Do I need this product/service?
• Do I need to upgrade my product/service?
• Should I tell my friend about this
product/service?
Journey Map: Customer Experience
• “Customer experience is the last

source of sustainable
differentiation and the new
competitive battleground.” —
Tiffani Bova, Gartner VP &
Analyst
• “91% of unhappy customers are

non-complainers and simply
leave.” —1st Financial Training
Services
• “It is 6-7X more expensive for

companies to attract new
customers than to keep existing
customers.” —ThinkJar Research
The Buyer Journey
Buyer’s Journey and Marketing Funnel
Connecting The Buyer Persona & Purchase Journey
Awareness:
Buyer: Becomes aware of an issue/pain/need
Brand Action: Focus on solving the issue/pain/need with big picture industry content. Don’t try to go straight to sale
Browse & Research:

Buyer: Gets interested in finding a solution
Brand Action: Focus on solutions. Educate and help give them buying criteria
Select & Validate:

Buyer: Evaluates specific products/services and is willing to engage with sellers
Brand Action: Show what it is like to work with you — demos, trials, testimonials, case studies, vendor comparisons
Transaction:
Buyer: Commits to a specific product/service
Brand Action: Ensure that the purchase/implementation is easy to make with great customer service
Service & Return:

Buyer: Expects their purchase is a great experience and choice. May be interested in extended goods/services
Brand Action: To ensure buyer is a loyal brand advocate, and will make additional purchases and/or recommendations
Types of Content
Awareness:
Owned & Shared: Articles/Blogs, Social Posts, Video
Earned & Paid: PR, Sponsorship, Ads
Browse & Research:

Owned: eBooks, Podcasts, Video, White Papers, Reports, Blogs
Paid: Remarketing
Select & Validate:

Owned & Shared: Testimonials, Case Studies, Vendor Comparisons, How-To Video/Guide, Reviews, Demos
Transaction:
Owned: Chatbot, Email, IM, Onboarding info, Brochure
Traditional: Promotions/Coupons, In-Store Signage
Service & Return:

Owned & Shared: Contests, How-To/Implementation Video/Guide, Surveys, Email, Social, Referral/Loyalty Program, Warranty Info
Traditional: Promotion, Extended Product/Service Lines
Type of Content
Awareness of Channels & Measurement
Role of Content philosophy/values (CSR),
Phase emotional connection Channel:
To get on the radar (aspiration), encourages • Traditional & digital media
Awareness of the buyer research: (impressions, reach)
• SEM (drive traffic to
• Blogs/SEM (Google
website)
search — Owned or Paid)
• Social media (posts/pages)
• Social media posts
(Shared)
• PR, Word of mouth Measurement:
(Earned) • Impressions/reach/
• Ads (digital, native, print, frequency/traffic/Unique
TV, OOH —Paid) Visitors
Channels & Measurement

Role of Content Type of Content
Channel:
Specific and helpful:
Phase • SEM/SEO (traffic to site —
Owned)
To influence the buyer and to • Blogs/articles/video: how- • Website content, capture forms
Browse/ become part of the tos, tips, Q&As, profiles (Owned)
Research consideration set (Owned) • Social media (Shared)
• Social media posts— • Email newsletter (Owned/Paid)
organic (Shared) • Retargeting digital/social (Paid)
Nurture leads • Influencers (Earned/Paid)
• Influencers (Earned)
USP, brand features & benefits • Digital ads (Paid)
• Industry or connected Measurement:
associations and partner links • Engagement, time spent on site,
(Paid/Other) page views, comments, shares,
clicks, views, sources that are
driving traffic (referral sites)

Channel:
Role of Content Type of Content • Website (downloadable content
—Owned)
Phase Offers value, reassures: • Email newsletter (Owned/Paid)
• Social media (Shared)
As buyer defines criteria to buy • White Papers • Retargeting (Paid)
Select/ they will narrow down their • Reviews • Direct mail (Paid)
Validate options • Testimonials • In-store, events, shows (Earned,
• FAQs Other)
• Call Centres
• Sales/customer service Measurement:
• Chatbots, IM • Requests for info, pricing, and
• Video calls
•Vendor comparisons • # of downloads, lead-gen forms,
• CSR # of call ins, in-store traffic, clicks
• Case studies to store locator on site

Offers support, promotions Measurement:
Phase (upsell or loyalty): • Website conversions
To make buying easy, • Social and digital media
Transaction enjoyable experience that • Instructions: video (Owned) conversions
makes them feel confident and • Sign up for additional • Sign up for emails, promos,
happy with their decision information and offers: loyalty
loyalty clubs, memberships • Coupons, Promo, Discounts
(Owned—Lead generation) redemption
• Guarantees/warranties • Acquisitions
• Promotion, discounts on other • Volume of sales, profitability by
products, services channel

Offers support, encourages Channel:
Phase • E-newsletter
Provide great customer service feedback, offers incentives & new
product updates: • Blog
Service and • Video
New purchases by providing • Website
Return • Customer photos (UGC),
inspiration on related reviews, and testimonials • Social media
products/services • Brand ambassador • Customer service – call centre,
program IM, chatbot, help resources
Build loyalty and make buyer • Special offers to best
feel part of a club/special clients: VIP-type treatment, Measurement:
referral program/loyalty program • Unsubscribe, repeat
• Customer service/ purchases, referrals, testimonials,
Encourage re-purchase
help with products services comments, reviews
Case Study: Understanding Your Audience and Using PESO Channels
Multiplatform campaign:
• Hot Pockets is a 40-year-old brand with wide recognition.
During those four decades, the brand has rarely spoken
directly to its target eater as a viable buyer
• As the ‘purchasers,’ Moms and Dads have been the primary
recipients of Hot Pockets messaging and marketing, not the
kids and teens who (predominantly) eat Hot Pockets
• The goal became creating a campaign so compelling that Hot
Pockets fans — the coveted Gen-Z demographic — would
drive purchase themselves. To do this, Hot Pockets met them
where they already were — behind their screens and on live
streams.
• Hot Pockets took a risk and doubled down on its gaming
presence with the objective to transform awareness into sales
— or in gamers’ speak: Level Up Their Snack Game.
https://vimeo.com/508599723?embedded=true&source=vimeo_logo&owner
=18952376
https://shortyawards.com/13th/pockets-4-bits-gamer-snacks-level-up
Buyer’s Journey & Marketing Funnel: Content, Goals & Metrics
Journey Mapping: Connecting the Dots
Buyer Persona Stages Awareness Research Select & Validate Transaction Service & Return
Pain Points/Thinking/ My back hurts – what What products are best and What is the cost compared to Where can I buy? My friend has a sore back, I
Feeling should I do? are ok with my other other products? should tell her about this
medications? product
Triggers Sees a social post about Goggles about remedies Look at pharma sites and Visit pharmacy Email friend about it
back pain brand website Look online at website
Content Formats Text and digital Display Responsive display ads Display ads on pharma/health In store signage/brochure Blog add on products
& Ideas ads about back pain :60 explainer video on sites Coupon for next purchase Refer a friend
Social posts about back product benefits safety Video testimonial patient & Contest – using product pic &
pain remedies Blog on website Doctor – remarket and on site referral
Report on back pain and
comparison of remedies
Channels PR Google Display & Search Blog and video on website Website Social media
Digital & Display Ads Facebook posts & Sponsored Chatbot In-store Email newsletter
Website blog posts Downloads of report on site Social Blog
Remarketing -digital
Measurement % Impressions % Shares Bounce Rate # of Transactions Post Engagements

% Reach % Clicks Time on site $ of Transactions Open rates
% Unique Visitors % Engagement Downloads, Open rate Cart abandoned Website traffic
% Page Views Time on website Actions on site Time on site # of Referrals
Actions on website Video views Video Completion Rate Coupon redemption
Video time watched Video time watched
Results Summary: Tie Back Outcome to Brand’s Ultimate Goals
Journey Stage persona tactic & content measurement outcome
Awareness Sophia – 22 year old, PR – editorials in - Reach -Grew awareness and

fashion/beauty interests fashion/beauty blogs, - Key messages covered consideration
sites, magazines - Traffic to site
Browse & Research “ “ Social media posts - Shares, likes, - Increased site traffic &
Instagram – content comments, clicks social media following
about trends - Page views to site and engagement
- Followers
Select & Validate “ “ Influencer posts, blogs, - Video Views - Increased store & site
social with paid traffic
amplification - Website – time spent,
Link to site/purchase looking at products, - Store finder
pricing, store finder
- Viewing in online store,
- Retargeting website pricing comparison
traffic with ads
- Sign up for promos
- Download promo
Results Summary: Tie Back Outcome to Brand’s Ultimate Goals
Journey Stage persona tactic & content measurement outcome
Transaction Sophia – 22 year old, - Email or paper - Sales - Increased sales

fashion/beauty receipt with discount - New subscribers to - Increased
interests on next purchase promo/loyalty subscribers
- Sign up for text - Increase in market
promo/tips share
Service & Return “ “ - Survey on C/X - Survey completion - Brand loyalists/
Products rate ambassadors
- Promo to cross- - Unsubscribe rate - Increased sales
sell, upsell other - Promo open rates from promo
products - Social posts and - Improved product or
- Referral bonus shares by customer service info
- Loyalty program
Buyer Persona and Journey Map: Exercise
Content
Ideas
Channels
Measurement
Before Next Class: Read
● Questions?
● Comments?
● Takeaways?
-30-
York University
PowerPoint
Design Theme
Instructions, Tips & Resources
CSCM1000 Planning and Analysis

UNIVERSITY BRAND & MARKETING | 2021
July 21, 2022

Week 3/2 - Effective Content for Each Stage of
the Buyer Journey
Reminders:
• Make sure you sign up for “Assignment Groups” NOT “Presentation Groups”
Comments regarding Daniels Law Firm assignment:

• Clarify everything — don’t assume the reader/stakeholder will know what you mean. Provide context
• Example, if they want to make $12 million this year, how much of an increase is this? (this will make a big difference in terms of strategy).
Include what their current revenue is
• Show how you broke down the budget and what percentage you used
• There was some confusion where people mixed up a law firm with the same name that is in Ottawa and does NOT do real estate law
• Some groups included great details regarding the “problem”. For example, one group found a study to back up their strategy: “Almost half
(41 per cent) of Canadians claim they aren't knowledgeable when it comes to buying or selling real estate*. 91 per cent of Canadians say that
they search for outside support*”
• In the SMART goals: make sure you are specific regarding the tactics you will use to achieve your goals
• In Budget Allocation: include percentages and dollar amounts. If you say it’s 10% of the budget, how much money is that?
• Because this was done in class with limited time, I didn’t expect full breakdowns of how much tech subscriptions cost or the cost of content
such as videos versus blogs, however, for the other assignments, please break it down in detail
• Keep the assignment top of mind: ie., develop a content marketing budget
• Tactics and budgets: If you suggest SEM, Google ads, social media advertising or PR, make sure to connect the dots back to how these
tactics works in conjunction with your content strategy — remember that this is a “content marketing budget” (not advertising budget). For
example, are you driving traffic to a specific blog post or resource or webinar?
Recap: buyer personas
• Valid personas are based on valid research — quantitative
and qualitative — otherwise they are fantasies and
meaningless
• Ask questions that marketing, sales and customer service
need answered
• Look for patterns in the research to create a persona
• Interaction design personas (UX) differ from marketing
personas
• Personas help with empathy mapping and how you can
ensure you give your target audience the right content
(content they want and need) at the right time and in the
right place
• Understanding who your buyers are and knowing what
their motivations are is critical to customer acquisition
and retention and impacts numerous aspects of your
organization’s customer lifecycle
Recap: effective content for stages of the buyer’s journey
• When developing each buyer’s journey stage of your journey map,
keep in mind your industry and your buyer persona’s intent
• Think first of the buyer’s persona needs, wants and motivations —
not what the brand wants to say
• Your content should help them answer their questions and fulfill their
needs
• Understand what channels they would use for various stages of their
journey — where, how, and why you will connect with your buyer
• This, along with resources, dictates the types of content needed to
convert your buyer
• Keep in mind how your content will ladder-back (tie-in) to your
brand’s goals and what metrics you would measure to ensure you
are on track with those goals
• Understanding and planning your content creation for each buyer
persona at each stage of the buyer journey will help to increase the
volume and speed of conversions
Recap: journey mapping example
Buyer Persona Stages Awareness Research Select & Validate Transaction Service & Return
Pain Points My back hurts – what What products are best and What is the cost compared to Where can I buy? My friend has a sore back, I
should I do? are ok with my other other products? should tell her about this
medications? product
Triggers Sees a social post about Goggles about remedies Look at pharma sites and Visit pharmacy Email friend about it
back pain brand website Look online at website
Content Formats Text and digital Display Responsive display ads Display ads on pharma/health In store signage/brochure Blog add on products
& Ideas ads about back pain :60 explainer video on sites Coupon for next purchase Refer a friend
Social posts about back product benefits safety Video testimonial patient & Contest – using product pic &
pain remedies Blog on website Doctor – remarket and on site referral
Report on back pain and
comparison of remedies
Channels PR Google Display & Search Blog and video on website Website Social media
Digital & Display Ads Facebook posts & Sponsored Chatbot In-store Email newsletter
Website blog posts Downloads of report on site Social Blog
Remarketing -digital
Measurement Impressions Shares Bounce Rate # of Transactions Post Engagements

Reach Clicks Time on site $ of Transactions Open rates
Unique Visitors Engagement Downloads, Open rate Cart abandoned Website traffic
Page Views Time on website Actions on site Time on site # of Referrals
Actions on website Video views Video Completion Rate Coupon redemption
Video time watched Video time watched
In-Class Discussion
• Who and why did Bayer pick this target audience?
• Who is the buyer persona?
• How did they move the buyers along the purchase

journey (ie., to further engage and watch more
video)?
• Do you think this content marketing strategy

worked?
https://www.youtube.com/watch?v=CX__g3HB7xc
Journey Mapping: Empathy & Generating Content Ideas
Start with a situation
Understand what your persona is The Thinks quadrant

thinking and feeling and what actions The Says quadrant
captures what the user
they are likely to take. contains what the user
is thinking throughout
says out loud
the experience.
Adjust your mindset:
● How can your brand serve
them?
● What will make them want to
associate with your brand?
The Does quadrant The Feels quadrant is

encloses the actions the the user’s emotional
user takes. state
Journey Mapping: Empathy & Generating Content Ideas
What are some content ideas that would help this

consumer make a decision?
• In this example, what underlying emotions are

we trying to address with our content?
• What types of content would be most suited for

each quadrant of the empathy map?
Buyer Persona and Journey Map: Exercise
1. Start with some of the sample questions from the
creating buyer personas class, let’s create:
● A target audience for York University’s
School of Continuing Studies
● A specific persona for York University’s
School of Continuing Studies
1. Let’s map the persona’s journey and connect the

persona to a content plan that speaks to users at
each stage of their journey
2. HubSpot Consumer Journey Map Template:

https://docs.google.com/presentation/d/10A97A7
hdhL3HDNRjdpt3WyVIXO9I0by5jOmYoQ_S9f
w/edit?usp=sharing
Customer Journey:
Awareness Browse & Research Select & Validate Transaction Service & Return
Current State
Content Ideas [Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
Channels [Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
Measurement [Your info here] [Your info here] [Your info here] [Your info here] [Your info here]
3 Common Content Marketing Mistakes and How to Fix Them
https://www.youtube.com/watch?v=gaFzAfQi9UQ
1. Me problem
• Content that is overbranded, salesy, all about “me,

me, me”
Fix:
• Content that educates
• Entertains
• Engages
2. No goals, no strategy
Fix:
• Connect user needs with business goals
• Have a clear, stated objective
• Then create a plan to meet those objectives
Some questions to ask:

• Who’s audience for content
• How will they find content
• What content format would be most effective
• What metrics can I track to judge how
successful my content is?
3. Set it and forget it
Fix:
• Promote your content
• Engage on social media, connect with users
• Measure: did it meet goals you established.
Identify room for improvement
Discussion
Group Question:
• What do you think are some other common content

marketing mistakes?
Discussion
• Don’t understand your audience
• Content is not differentiated
• Content is not quality or too salesy
• Didn’t spend money on content amplification
• Expecting instant results
• Think content marketing means having a corporate blog
• Didn’t test and optimize based on results
• Didn’t have agreed upon goals and metrics
• Didn’t have a content marketing strategic plan!

Before Next Class: Read
Assignment #1 (20%): Due July 21 New date: July 27, 11:59 pm
Assignment overview: Develop an audience profile as well as a buying persona for a well-known brand or company and map out the potential
buyer’s journey complete with recommendations for the type of content to be created and the goal of that content. Submit: Powerpoint or Word
document (please save and upload it as a PDF).
Requirements:
1. Company overview: Start with identifying the brand and providing details about the company
2. Target audience profile: Develop an audience profile and one buying persona for the company based on researching information and insights
on the target such as, geographic, demographic, psychographics, motivations, goals, challenges, media and consumption habits, influences and
time spent
3. Buyer persona: Create the profile in a visual format based on examples given. Invent a name and source an image to best represent the
persona, along with researching, analyzing the pertinent information related to the persona and formatting it
4. Buyer’s journey and content marketing touchpoints: Map out the potential buyer’s journey by inferring the touch points between the
brand/company and the buyer, and the opportunities for the brand/company to deliver an engaging message with content marketing at those
points. Provide recommendations for the type of content to be created and the goal of that content (include pain points, triggers, brand
actions, types of content, metrics/KPIs, and how ladders-back to goals)
5. Research: Include your research

● Questions?
● Comments?
● Takeaways?
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York University

CSCM1000 Planning and Analysis

July 19, 2022

Comments regarding Daniels Law Firm assignment:

● Personas make websites more effective and can

● Helps the executing team answer user needs

● Can help you anticipate consumers’ needs and, in

● Potentially shortens launch-to-lead-generation

● Provide a style and tone framework that can

● Personas filter into many marketing activities

Template allows you to

Triggers that Clients &

High levels of engagement: reactions,

Who to talk to Accommodate their

1. What are their validation tendencies:

2. How do they communicate:

3. Content and interactions

4. What is stopping them from transacting with you:

5. What motivates them:

● How old are you?

● How often do you check emails on your phone, at home, at work?

● What is your decision-making process when planning on buying [your product/service]?

● A target audience for York University’s School of

Start with some of the sample questions in the previous slides.

At the end of class we will compare each group’s target audience

• What did you buy today (or recently)?

• Why did you buy it?

• What made you choose that product/service

Example 1: Space Heater for Pets

Example 2: Gaming Mouse

For Andrew, what separates this gaming mouse from others?

Actions or activities that a buyer takes to

• Performing a Google search

Consumers are inundated with content.

• Provide engaging, quality content

Things that the buyer thinks about when along the

• How do I solve my problem/need?

• “Customer experience is the last

• “91% of unhappy customers are

• “It is 6-7X more expensive for

Browse & Research:

Select & Validate:

Service & Return:

Browse & Research:

Select & Validate:

Service & Return:

Channels & Measurement

Channels & Measurement

Channels & Measurement

Channels & Measurement

Measurement % Impressions % Shares Bounce Rate # of Transactions Post Engagements

Awareness Sophia – 22 year old, PR – editorials in - Reach -Grew awareness and

Journey Stage persona tactic & content measurement outcome

Transaction Sophia – 22 year old, - Email or paper - Sales - Increased sales

CSCM1000 Planning and Analysis

July 21, 2022

Comments regarding Daniels Law Firm assignment:

Measurement Impressions Shares Bounce Rate # of Transactions Post Engagements

• Who and why did Bayer pick this target audience?

• Who is the buyer persona?

• How did they move the buyers along the purchase

• Do you think this content marketing strategy

Understand what your persona is The Thinks quadrant

The Does quadrant The Feels quadrant is