In this session, you will walk away with actionable insights for making your personas useful and your content more powerful. I will take you through the steps of plotting your personas along your customer journey, identifying key opportunities for proactive content, and how to glean identifying behaviors from key content interactions. Watch Video PRESENTER Kelsey Cohen, Director of Growth, Bloomscape

1. content mapping:
bringing your personas
and customer journey
together with content.
Kelsey Cohen Director of Growth, Bloomscape kelseycohen360@gmail.com

2. after today,
I hope you’re
ready to:

3. create a content
strategy that brings
value to your business
and your customers.
one:

4. create a content
plan that you
can execute.
two:

5. create content
that is performative
and insightful.
three:

6. but first,
a few
assumptions...

7. you know your customer’s
motivations, painpoints,
desires, and aspirations
you have
buyer personas

8. Age: 25-30
Family: Single, No Kids
Education: Bachelor’s Degree
Job: Professional, Full-Time
Household Income: $80K
Home Type: Rents // Apartment
Primarily Shops: Online
Influenced By: Friends & Bloggers
i want to fill
my apartment with
plants, but I have
no idea how.
buyer persona
Motivations:
»» Wants stylish home
that’s instagram ready
»»Wants to ‘green up’ in
her city apartment
Challenges:
»» Doesn’t know anything
about plants
»»Works long hours and
has very little time
Purchase Considerations:
Aesthetics
Quality
Price
Convenience
Sustainability
Finds Inspiration:
EXTROVERTED HealthyCREATIVE AMBITIOUS

9. you know how they shop, who
they trust , and where + how
they connect with your brand
You know your
customer journey

10. Compares prices,
searches for deals
Explores plants,
researches varieties
Plant arrives!
Shares on social
Finds inspiration
about plants
Visits website
Signs up
for emails
Reads reviews
Follows us on
Instagram
awareness consideration decision delight
customer journey

11. you can track
engagement at
the contact level

12. Part ONE:
put yourself
in your
customer’s
shoes

13. plot your persona along
the customer journey
first:
» This provides structure
to your content strategy
» Focuses your content to align
with the needs of your customer
» Ensures your content is
proactive and empathetic

14. start by
asking yourself
two questions:

15. what does my customer want
or need to know at each stage?
what is preventing them from
moving from one stage to the next?

16. Age: 25-30
Family: Single, No Kids
Education: Bachelor’s Degree
Job: Professional, Full-Time
Household Income: $80K
Home Type: Rents // Apartment
Primarily Shops: Online
Influenced By: Friends Bloggers
i want to fill
my apartment with
plants, but I have
no idea how.
EXTROVERTED
buyer persona
HealthyCREATIVE AMBITIOUS
Motivations:
»» Wants stylish home
that’s instagram ready
»»Wants to ‘green up’ in
her city apartment
Challenges:
»» Doesn’t know anything
about plants
»»Works long hours and
has very little time
Purchase Considerations:
Aesthetics
Quality
Price
Convenience
Sustainability
Finds Inspiration:

17. Compares prices,
searches for deals
Explores plants,
researches varieties
Plant arrives!
Shares on social
Finds inspiration
about plants
Visits website
Signs up
for emails
Reads reviews
Follows us on
Instagram
awareness consideration decision delight
customer journey

18. inspire
me!
awareness consideration decision delight

19. » I’m “bad” with plants?!?
» How do I get that look I want?
» Where do I buy houseplants
and how do I get them home?
but...
inspire
me!
awareness consideration decision delight

20. show
me how!
awareness consideration decision delight

21. » How do I pick the right one?
» Aren’t plants a lot of work?
» What if I have problems?
but...
show
me how!
awareness consideration decision delight

22. help
me pick!
awareness consideration decision delight

23. help
me pick!
» I’ve never bought a houseplant
online, what can I expect?
» What’s included with the price?
» What do other people think?
awareness consideration decision delight
but...

24. yay
plants!!!
awareness consideration decision delight

25. use content to provide
solutions + answers.
second:

26. awareness
questions?solutionscontent
consideration decision
content mapping template

27. Q1. What can I expect from
buying a plant online?
Q2. What’s included?
Q3. What do people think?
Q1. I’m “bad” with plants?!?
Q2. How do I get that look
I want?
Q3. Where do I even buy plants?
Q1. How do I pick the right one?
Q2. Aren’t plants a lot of work?
Q3. What if I have problems?
example
awareness
questions?solutionscontent
consideration decision

28. A1. You need to the right plant
A2. Advice on how to place plants
in your space
A3. Have them shipped
to your door!
A1. We have tools to help you
select the right plant
A2. Here are some suggestions
for easy to care for plants
A3. Plant Mom is here to help!
A1. See how easy it is!
A2. Plant, Pot, Customized
Care Instructions
A3. Read reviews
Q1. What can I expect from
buying a plant online?
Q2. What’s included?
Q3. What do people think?
Q1. I’m “bad” with plants?!?
Q2. How do I get that look
I want?
Q3. Where do I even buy plants?
Q1. How do I pick the right one?
Q2. Aren’t plants a lot of work?
Q3. What if I have problems?
examplequestions?solutionscontent
awareness consideration decision

29. C1. Houseplants for Beginners
C2. Best Houseplants
for Apartments
C3. The Bloomscape Difference
C1. How to Choose the
Best Plant For You
C2. Easy-To-Care-For Plants
C3. Letter from Plant Mom
C1. Why Buy Plants Direct
from our Greenhouse
C2. Unboxing Video
C3. How I Became a Plant
Person with Bloomscape
A1. You need to the right plant
A2. Advice on how to place plants
in your space
A3. Have them shipped
to your door!
A1. We have tools to help you
select the right plant
A2. Here are some suggestions
for easy to care for plants
A3. Plant Mom is here to help!
A1. See how easy it is!
A2. Plant, Pot, Customized
Care Instructions
A3. Read reviews
Q1. What can I expect from
buying a plant online?
Q2. What’s included?
Q3. What do people think?
Q1. I’m “bad” with plants?!?
Q2. How do I get that look
I want?
Q3. Where do I even buy plants?
Q1. How do I pick the right one?
Q2. Aren’t plants a lot of work?
Q3. What if I have problems?
examplequestions?solutionscontent
awareness consideration decision

30. Part TWO:
have high
expections for
your content

31. every piece of content
should tell you something
about the person who
interacts with it.

32. » Keep your content
focused and specific
» Treat it as an opportunity to
connect with your customers
create core content
that is proactive
first:

33. content checklist
questions to ask:
Who am I writing this for?
What painpoint or concern
is it addressing?
What keywords or phrases
am I optimizing for?
Why would someone care?
engagement tells me:
Their persona alignment
Where they are along
the buyer’s journey
What is top-of-mind
for them right now
Motivation/aspiration

34. example
who am I writing this for?
A: Millennial in a city who has never owned
or been successful with plants before
what painpoint or concern is it addressing?
A: Confidence with plants
what keywords or phrases am I optimizing for?
A: Easy Houseplants, Houseplants for Beginners
why would someone care?
A: They will feel assured knowing there are
“easy” plants out there for them.

35. example
who am I writing this for?
A: Millennial in a city who has never owned
or been successful with plants before
engagement tells me they are aligned with:
Buyer persona one

36. example
What painpoint or concern is it addressing?
A: Confidence with plants
Engagement tells me they are:
Between the awareness stage (already inspired)
and consideration stage of their customer journey

37. example
What keywords or phrases am I optimizing for?
A: Easy Houseplants, Houseplants for Beginners
Engagement tells me that:
Learning about houseplants that are easy is
top-of-mind

38. example
Why would someone care?
A: They will feel assured knowing there are “easy”
plants out there for them.
Engagement tells me that:
They want to be successful with houseplants!

39. take
it further!
second:
» Use content to help you fill
in gaps to your data story
and segmentations
» Analyze where and how customers
are accessing your content

40. use content to appeal to different...
...to help deepen your customer knowledge.
PERSONAS LIFESTYLES MOTIVATIONS STAGES

41. use content to appeal to different...
...to help deepen your customer knowledge.
PERSONAS LIFESTYLES MOTIVATIONS STAGES

42. use content to appeal to different...
...to help deepen your customer knowledge.
PERSONAS LIFESTYLES MOTIVATIONS STAGES

43. use content to appeal to different...
...to help deepen your customer knowledge.
PERSONAS LIFESTYLES MOTIVATIONS STAGES

44. PERSONASCHANNELS
Understanding where and how people are accessing your content
can help you align your channels, personas, and customer journey.
STAGES

45. PERSONASCHANNELS STAGES
Understanding where and how people are accessing your content
can help you align your channels, personas, and customer journey.

46. Understanding where and how people are accessing your content
can help you align your channels, personas, and customer journey.
PERSONASCHANNELS STAGES

47. PERSONASCHANNELS STAGES
Understanding where and how people are accessing your content
can help you align your channels, personas, and customer journey.

48. thank you!
@Baconknowsbest (instagram)
@kelseycohen (medium)
kelseycohen360@gmail.com