After the success of the previous online branding workshop, Adrenaline Solutions (AS) and Patrick Van Wersch, AS’ Content Writing and Planning Consultant, went ahead with the second workshop last April 8. This time Patrick took the team on a content journey.
A content journey is part of a sports organizations’ or any business marketing strategy. It’s a method to plan out content for each stage of the marketing funnel that can help turn people into fans and supporters. Understanding this journey is an essential skill in AS. Content and integrated messaging systems are included in our daily processes.
During the workshop, the team first defined the customer persona. In this case, we visualized the sports directors. In our mind they are people who are passionate about sports, learning, and development. Sports Directors are decision makers who are capable of introducing new practices to organizations and inspire others to innovate together.
After developing the sports director’s customer persona, the team built up the content journey through brainstorming. We were divided into small groups and worked on an interactive board which visualized the content journey. It consisted of four stages: Discovery, Registration, Onboarding & First Use, and Sharing. In each of these phases, the team expanded on the following touchpoints – actions that customers do, their needs and pains, touchpoints, and customer feelings. The team also covered opportunities and process ownership in each stage.
In the discovery phase, the team defined that the ideal customer persona is looking for solutions and consulting in sports-related fields,such as sports organizations, college departments, etc. Clients want specific, targeted, and cost-efficient solutions and are hoping to get them through the best professionals in the field. In this stage, they have touchpoints on social media platforms, the website, and referrals.
After defining why clients would start a journey with AS, the team tried to understand what type of relationship they are willing to start. Some of the things they will consider will be AS’ past projects, credentials, and subject matter expertise. Additionally, the technological solutions would shape the needs that AS can offer. At the same time, they would not betray their identities and values. In this stage already, clients can expect to have discovery calls and directly be in touch with the marketing and operations team.
After passing halfway through the journey, the clients arrive at the onboarding stage, where it is vital for them to feel successful. Thus, they would expect a formal outline but very casual and prompt replies, lively connections, periodic summaries and progress reports, and a coherent solution plan. AS can handle the communication through project point persons with emails, social media platforms, video conferences, etc.
Finally, after completing the previous stages, a reasonable question arises – would they be willing to invite others to AS? In doing so, they would expect to see a good marketing strategy, sharable Content, and follow-ups from the AS even after the project completion. The client’s main objective will be to ensure that they made a correct decision in choosing AS, and achieving this is possible through constant clear communication between the client and AS.
However, the team did not limit themselves to presenting the current content journey but also listed new opportunities that AS can move towards. Some suggested the importance of solid marketing efforts through increased social media presence. Some activities to achieve this can be public events, webinars, free training, and certification training. Some also highlighted the importance of word of mouth as an essential pillar, especially for building solid relationships. Finally, some team members also suggested more client-centricity, which could be achieved with customer service hotline service and more direct communication.
Overall, the collaborative environment of the workshop made the training more effective and ensured that our team is moving forward with consistent communications in our client’s content journey.