The Systym OPTIMAL MESSAGE MAP is a powerful resource for any marketer. We help our clients go beyond the anecdotal or often loosely structured insights around the buying experience. The OPTIMAL MESSAGE MAP captures not only what is happening at each of the buying stages but also what customers are thinking, feeling and resisting. This more complete view of the customer experience lays the groundwork for creating more informed, intelligent content strategy.
Define Your Audience
Begin at the beginning. Developing an effective content strategy starts with the basics of identifying and crisply articulating your target profiles. Systym works with our clients to identify and prioritize your most important audiences and create the foundations for the marketing experience design process.
Know More About Them
Once you’ve identified your key audiences, it’s time to go a little deeper and get to know them better. What are their pains and priorities? What does their world look like right now? What dynamics are they dealing with within their organizations or in their careers? What does their vision of success look like? Defining your audience is just the beginning, Systym personas add a new dimension to the view of your customers.
Understand Their Journey
The customer journey begins long before a customer becomes a customer. Systym explores the full journey beginning with the triggers that initiate interest all the way through discovery, evaluation, decision and purchase processes. Our detailed understanding of the journey allows us to create an OPTIMAL MESSAGE MAP, a detailed framework that aligns the needs of customers with the most relevant messages.
Develop Key Messages
Building on details of the customer journey, Systym connects collections of tactical messages into cohesive messaging themes. These themes provide powerful insights of their own and create a suite of stories, which serve as the core of your content strategy. Themes are the cornerstones for the final phase of the Systym marketing experience design process.
Themes and Flow
Themes and flow identify themes from within the message map detail, include very brief overviews of each and provide a qualitative view of how those themes align with the stages of the customer experience. This view offers a more intuitive perspective on which messaging themes may be more prominent at various stages and also a sense of proportion around which themes are most significant.