The Strategy of Content Marketing Week 3 Peer-graded Assignment Answers

Peer-graded Assignment: Creating an Empathy and Experience Map

 EMPATHY & EXPERIENCE MAP WORKSHEET:

Food and travel blog

Our customers (user’s/clients) need a better way to:

 Learn about the food culture of different countries through recipes

 Find valuable information to plan their own travel itineraries.

Because:

 They are looking for easy, interesting new recipes on the internet.

 Because they are looking for accurate information and inspiration to organize their

travels

Customer Avatar

Gender: Women

Age: 25-40

Household income: Upper, upper middle.

Hobbies: She likes to cook, she travels, and she likes to experience culinary tourism.

Marital status: Many of them are married with children.

Geographical location: Europe, South America, Asia, U.S.A

Other observations: She is a consumer of organic products, she speaks English, she likes to

organize her travels, and she likes food styling.

Empathy Map

Thinking:

• I wish they had videos to understand the

process better.

• I think that this recipe is great but where

can I find those exotic products?

• I think that the recipes are well explained.

• Finally I can understand how easy it is to

make that Asian dish that I love.

• I want something reliable.

• I want something to impress my guests on

this special occasion. I am looking for

inspiration.

Seeing:

A pleasant web design that she likes.

• That it is easy to browse between

categories.

• That she can find not only recipes and food

articles but also travel itineraries and travel

advice.

• That the website is still new because it

does not have too much content yet.

• That the ingredients used in the recipes

are of good quality and healthy.

• Beautiful pictures and systematic

explanations.

Feeling:

Feeling good about how fast the website

loads.

• Feels good about the clarity of the titles,

this makes searching easier.

• She is worried about if the recipe is going to

be too difficult to execute.

• She feels that this is taking too much time

and that she has other important things to

do.

Doing:

• Observing the pictures of the blog.

• Looking for special dietary requirements

such as gluten-free or veggie friendly recipes.

• Looking for ideas or how to present a dish

in a beautiful and special way.

• They might be print the information for

cooking later.

Take some notes here about how you plan to collect the information you will need for your

empathy map:

E-mail Interviews, online surveys, calls.

Experience Map

How does the prospect find you? What is the first point of contact? Does she initiate it, or do

you?

She finds me on the internet, looking for a new recipe that she would like to cook for her family

and/or friends, or looking for travel advice for a specific destination.

What does the sales process look like today? Anything you know should be fixed.

I am working on the selling process. I am going to make sure to include a call to action to the

articles, build up a mailing list and work on some free content that I can give away as a reward.

What kinds of web-findable content (blog, YouTube channel, podcast, etc.) are available to

the prospect so she can begin to educate herself about your product or service? What

questions are answered? How will that content be crafted to be both interesting and

useful/relevant to the prospect’s problems?

My primary web-findable is my blog where she can find all the information and content she

needs free. For the food articles: I am planning to start a YouTube channel with videos where I

can show how to execute the recipes. The questions that can be answered are; how to find, use

and understand some foreign ingredients and to simplify difficult recipes making them easy to

execute and making them healthier. The content is crafted in a clear way with systematic

pictures, I also explain how to find substitutes of some exotic ingredients that are not easy to

find. For the travel articles: I am offering important and specific information for planning and

organizing travel itineraries. This information is reliable because it is written after I experienced

it personally.

What motivates the prospect to raise her hand for permission-based content, like an opt-in

email list? What makes taking that action irresistible for her?

I am going to create a visual cheat sheet or a handy template to give away as a reward for

subscribing.

What does the prospect need to know in order to make an informed decision to buy?

She needs to learn valuable information, for example if I am recommending a product; my

review will be absolutely honest and unbiased.

What does she need to believe and experience in order to be delighted to become a client or

customer?

I think she needs to feel inspired by the content and she needs to feel that it is a reliable place

to find recipes (after testing the recipes herself and feeling very happy about the result and

receiving compliments from family and friends).

What does the actual purchasing experience look like? What are the steps? How could that

process be made simpler and more enjoyable?

Now I am not selling any product, but I am planning to link to a page where she can buy my E-

travel guides and E-cookbooks. In addition, I will make it easier using a professional site such as

Amazon. It will also be possible to purchase the E-books directly from the blog using Pay pal.

What happens immediately after the purchase is made?

She will get an order confirmation and a download link to download her E-books.

How is the product or service delivered today? How could you make that experience more

satisfying for this avatar?

It is been delivered online very fast. They can write a review to share it with other possible

buyers. I will also offer a refund in case the client is not fully satisfied with the product.

What is the plan for staying in touch with this new customer? For ensuring that she is having

an excellent experience with your product or service?

She will receive a survey, to rate the whole buying process and share any concerns.

How does a delighted customer find out how to refer you to others? What are the steps of

that experience?

It is effortless because, under each article, there are shareable buttons for sharing the content

using different social media channels.

You will be creating lots of “High Five” content throughout your content program, but if you

have any preliminary thoughts on pieces you know you will want to create, you can note

them here:

Educate:

I will get her to learn to know me better. I will show her that she can learn from my mistakes. I

will share valuable advice based on my own experiences.

Motivate:

I will motivate her by showing her that she can also cook a delicious dish. I will make her feel

good because her family is happy with the food she cooked. I will make her feel good because

she is happy with the itinerary that she planned for their holidays using the information on the

blog.

Challenge:

I will inspire her to achieve more, by creating beautiful dishes from different cultures. I will

challenge her to create her own travel itineraries for places she never visited before.