4 Ingredients For Successful Content Mapping

What is content mapping?

Four easy steps to follow for effective content mapping

With the sheer popularity of content marketing for business, and the fact that 70% of marketers invested in 2020, winging your content marketing isn’t going to cut it. It takes ample amounts of planning, brainstorming, and strategy to ensure that your content impacts the best people at the most ideal time and place. This is where the practice of content mapping comes in handy. 

What is content mapping?

Content mapping is a visual way to plan out your content marketing strategy. The overall goal of content mapping is to match personalized content for your target audience to their specific phase of the buyer journey.

The two major intentions in content mapping are to understand your

  • Target audience. Content mapping allows you to gain more clarity on the target audience you wish to reach and what will impact them the most. 
  • Buyer journey. Content mapping allows you to curate content that aligns with your consumer’s stage in the buyer journey and plan how the content will reach them at the optimal time. 

As a whole, content mapping is a no brainer for improving your content marketing skills. It can aid your marketing team in creating relevant content, help consumers move through the buyer journey quicker, and can even help you see future improvements or growing points for your company. 

Not sure where to get started? Here four easy steps to follow for an effective content mapping session! 

#1: Choose a content mapping format

There is no one right way to craft a content map. Whether you create your template or use a premade content mapping template, whatever format is the easiest to decipher and understand for your unique strategy is all that matters! Keep in mind that utilizing a digital format will allow you to more easily disseminate the information to your key teams.

#2: Complete buyer personas 

A pivotal exercise in content mapping is pinpointing a buyer persona that reflects that of your consumer. Brands that use personas have websites that are 2 to 5 times more effective than those without it. Your consumers are diverse, interesting, and passionate individuals that deserve to be understood. The majority of consumers prefer content that is catered to them, and 82% of consumers have more positive feelings towards the brands who do so. 

Improve your buyer personas through understanding: 

Demographics

Demographics are the characteristics that define your target audience. Examples of key demographics to keep in mind include age, gender, socioeconomic status, education level, geographic location, ethnicity, religion, and race. 

Psychographics

Psychographics are the beliefs, interests, and values held by your target audience. Psychographics that could impact your marketing strategy include hobbies, spending habits, lifestyles, values, and attitudes.

A consumer “day in the life”

Bring your demographics and psychographics together by sketching out a day in the life of your target audience. Ask yourself: what content are they consuming daily? Where do they work? What are they doing between their obligations? All of these questions will help you tap into the inner workings of their habits and behaviors to inform your strategy. 

Pain points

You want your content to create valuable solutions for your consumer’s problems, questions, or struggles. Understanding what problems need to be solved in the lives of your consumers will impact the type of content that you provide for them. 

#3: Dissect your customer’s journey

Once you know who your distinct consumer is, it is important to note that each of them is in a different phase of their purchasing journey. Some are just about ready to purchase, while others are still heavily considering their options. 

The next step of content mapping is identifying the steps of your customer journey. Then you can brainstorm the content you plan to create to reach consumers in each of those unique steps. While businesses might differ on their consumer’s purchasing funnel, the three overarching stages of the buyer journey include: 

Awareness phase

This phase is characterized by individuals just beginning to recognize their need for a solution to a problem in their life. They are in the introductory phases of researching a solution, so in this phase, a great rule of thumb is to stick to informing and educating your consumer. 

Content that would connect well in this phase:

  • Social media 
  • Blogs 
  • Ebooks

Consideration phase

In this stage, consumers are weighing the options of what can solve their problem most effectively. They are closer to a point of purchase but are still looking for more information. Your goal is to provide more in-depth expertise in solutions. 

Content that connects well in this phase:

  • Case Studies
  • Podcasts
  • Webinars 

Purchasing phase

In this phase, consumers have a very clear idea of what they need to solve their problems. Content in this phase is centered around bolstering your product’s capabilities above competitors and sealing the deal.

Content that connects well in this phase:

  • Free trials 
  • Customer testimonials
  • Demos

#4 Deliver on your content plan

Now that you know who your customer is and what they’re feeling at each stage of their purchasing journey, all that’s left is planning the content creation and scheduling itself.

Flesh out your content plan by asking yourself these questions: 

    • Dive into your current content. What content have you already created or planned that would positively impact your consumers? 
    • Recognize what is missing. After knowing your consumer and their journey better, what could be tweaked, improved, or completely scratched from your content plan? 
    • Brainstorm new ideas. What are fresh ideas for content that will compel consumers to purchase? What topics and content types will land best with your buyer personas and journey? What marketing channels should be used to disseminate this information? 

Amplify your efforts with copywriting services

Once you nail your content mapping, it’s only a matter of time before your sales, customer satisfaction, and overall content marketing strategy soar! If you’re feeling uneasy about the quality of your content, our team of freelance copywriters is ready to partner with your business to ensure that your communication goals are exceeded. Contact us today to learn more about our copywriting services!

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