Marketing exists in a state of constant change. New channels emerge overnight, audiences expect perfectly targeted messaging, there are never quite enough resources to go around, and marketing technology just keeps getting more complex. And yet marketers aren’t evolving to keep up with all this change. We use outdated methods to manage our work (if we have any work management system in place at all). We live with inefficiencies and stress, assuming that’s just the way that marketing is.


  • Define a customer-centric content strategy
  • Differentiate between a product- or brand-centric approach and one that centers on the audience/customer
  • Describe the current state of audience engagement vs. content output
  • List core components of a journey map
  • Identify content opportunities and priorities using an example journey map
  • Outline the basic structure of a journey map for their organization
  • Describe the four main components of a user story
  • Differentiate between complete and incomplete user stories
  • Explain the difference between optimizing for outcome vs. output
  • Interpret example map to determine what content should be produced next
  • List 3 configurations of a journey map and how/when to use each one
  • Discuss the interplay between audience/channel/content and how to map them
  • Describe how the combination of journey maps and user stories can guide future content production

About this Class


Minutes of education


Video Lessons


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Andrea Fryrear

Agile marketing coach, keynote speaker, and the author of “Death of a Marketer.”

President and Lead Trainer for AgileSherpas, where I spend most of my time helping marketing teams transform the unrelenting chaos of traditional marketing into innovation-filled Agile cadences.

Alumna of more.

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