Talk to the People: Customer Interviews for Content Strategists

A session at Content Strategy Forum 2016 | CSForum16

We can study detailed web analytics, review the pretty demographics charts given to us by Marketing, and devise colourful personas to guide our work, but until we’ve actually spoken to our customers – preferably face-to-face – our understanding of their needs remains limited.

It’s not just interaction designers, user experience practitioners, and marketers who can benefit from conducting customer interviews. Content strategists and content creators too can gain an enormous amount from asking customers the right questions and knowing how to interpret their answers.

In this session we’ll explore how we can use interviews to get an understanding of the journey that our customers take with us, and how our content can be shaped by their emotional and mental state at each point along the way.

About the speaker

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Kerry-Anne Gilowey

Content strategy consultant from Cape Town, South Africa

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Date Thu 6th October 2016

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