Content mapping is a process by which you can create your website content structure. It sounds like rocket science, but it’s actually quite simple and straightforward. This guide will walk through the steps of how to map out your site for maximum user experience and get more sales from the visitors that come in on search engines
Content mapping is a method of organizing content on your website. It’s important to map out the different types of content that you have and where they are located on the site. The “content mapping template free” is a free template that can be used for this purpose.
It’s unrealistic to expect a user to be ready to make a purchase right away if they come to your site looking for high-level information on how to solve their issue. Consider it a business collaboration. Two complete strangers meet for one meeting before signing documents to become business partners the following day. It’s possible, but improbable.
As a result, information developed for that sort of individual should have aims other than selling in mind. “Let me persuade you” information sent too early in a prospect’s decision-making process will almost certainly turn them away from your firm. On the other hand, it’s critical for your company to ensure that the selling material is positioned where it should be and in the appropriate proportions.
So, what’s the answer? What can you do to make it more likely that the material you’re generating, distributing, and advertising reaches your target audience at the right time and in the right way?
The solution is content mapping.
In this article, we’ll look at:
- What is content mapping and why do you need it?
- The steps for accurate content mapping
- Content mapping software
We have designed a content mapping template to assist you in creating your own content map.
Get the Content Mapping Template Bundle for Free.
Learn how to create a high-performing and customer-centric content map using five templates.
What Is the Difference Between “Content Maps” and “Content Mapping”?
Material mapping is a method of developing useful, relevant, instructive, and timely content for your target audience. To put it another way, it’s a method for getting the appropriate material to the right people at the right time and in a style that fits the reader’s goal. When it comes to finding gaps and possibilities in your content strategy, content mapping may be really useful.
The construction of buyer personas for distinct members of your audience (e.g., decision-maker vs. influencer) and their various phases of awareness and interest is one of the most significant aspects of content mapping.
Who Makes a Content Map in Most Cases?
The person in charge of your organization’s content program is normally in charge of creating a content map. Content Director, Content Strategist, Content Marketer, or Generalist Marketing Manager are some of the positions they may have.
What Is the Importance of Content Mapping?
Content mapping may assist you in getting the most out of every piece of content produced for your firm. It also aids in the removal of information that does not have a clear purpose.
When you use the content mapping procedure, you can be certain that:
- Each reader progresses through the sales funnel on their way to purchasing your goods or service;
- Each piece of content has a particular goal in mind and is optimized for that goal.
Steps in Content Mapping
For constructing your own content map, here are some useful procedures and recommended practices.
1. Define the purpose and value of your content marketing.
It’s critical to have clear definitions for two main pillars of your content marketing strategy before you can map out your content:
- What are the business objectives that you want to accomplish with it?
The question to ask yourself in this phase is: how does your content strategy relate to your company’s aim or goals? Your content strategy may enable you to give the precise material that allays readers’ concerns and encourages them to buy your goods.
Here’s an example of how the company goal may be stated:
Our content marketing strategy’s major goal is to foster a consuming culture among our subscribers and ultimately turn them into platform users. The main objective of the blog is to nurture loyal purchasers who will continue to use our platform, even while the short-term goal is to develop the subscriber base and communicate the necessity to really utilize this product type.
Consider the following scenario:
With our content marketing approach, we help HR professionals improve their people management abilities so that they can assist their organizations in adapting to the changing workplace.
A content marketing statement requires answering the following questions in a clear and simple manner:
- To whom are you attempting to provide assistance or offer value?
- How do you intend to do this?
- Why do you wish to assist them or add value to their lives?
2. Identify and segment your target market
Knowing who your target audience is is the first step toward content mapping success. This understanding allows you to connect with their wants, needs, and worries and, as a result, develop content that answers them.
Here are some ideas for segmenting and researching your target market.
- Obtaining information from your real consumers
To acquire a deeper knowledge of your consumers’ experience with your product or service, use surveys, interviews, focus groups, and your CRM.
It’s critical to ensure that you have direct connections with your clients, such as in-depth interviews, particularly if you sell high-value items (e.g., B2B).
After you’ve obtained some real-world customer information, divide it into pieces. Consider the following scenario:
- Commonalities among consumers: What traits do these customers share?
- What prompted them to seek for a solution like yours?
- Praise: Why do people choose your product/service over another option?
- What aims did they accomplish and what do they want to achieve with our solution?
- Audience report from Google Analytics
The Audience report account in Google Analytics may provide you with specific information on your audience, including:
- who is going to your website?
- their socioeconomic profile (age and gender)
- patterns of behavior
Are you looking for additional information about Google Analytics and how to obtain and assess audience data? Our Google Analytics Beginner’s Definitive Guide may assist you.
Even if your audience isn’t currently a client, social media may help you learn more about them.
For example, Facebook Audience Insights may be a terrific place to start learning about your audience’s demographic profile and other Facebook sites they enjoy.
Personas for “Reader” and “Buyer” should be created.
Personas such as “reader” and “buyer” are broad representations of your ideal readers and consumers. They’re a key aspect of content mapping since they let you better understand these folks and give a message that’s suited to their unique wants and habits.
You may have at least one, two, or more audiences that you want to target, depending on your company. Your reader does not have to be a future customer, and the “reader” and “buyer” personas may differ.
If you host events and create helpful tips on event planning, virtual events, setting an event budget, and other topics, for example, not only your future customers will read them. There may also be party performers or other experts present. Build trust with them as well, since they may be able to suggest that their clients work with you.
When constructing a profile, individuals often depend on their imagination, but relying on real analytical data is always more successful. Make your personalities with this in mind, depending on the research you did in the preceding phases.
Here are some features to think about putting in your persona profiles:
- Age, gender, location, marital status, education, and hobbies are all demographic data.
- Industry, job title, firm size, and salary are all examples of professional data.
- Values and objectives: professional and personal objectives, personality characteristics, values, and way of life.
- Problems include professional and personal challenges, as well as pain spots and worries.
- Favorite blogs, books, channels, thought leaders, and events are all sources of influence.
- Shopping habits: how and where they shop, whether they make individual purchases, how much they’re prepared to spend, and what can deter them from doing so.
We’ve created a persona profile template to make this process simpler for you.
Use our Free Webinomy Persona tool with pre-created configurable templates after you’ve collected data for your personas.
4. Create a storyboard for your content marketing campaign.
Now is the moment to consider how your brand can assist your audience in meeting their requirements, as well as how your content marketing purpose fits into that picture.
The brand narrative describes why you’re developing content, who you’re serving, and how you’ll assist them in a manner that no one else can. In other words, it’s all about the value your product/service and content bring.
When crafting your brand narrative, keep the following points in mind:
- Who is the protagonist in your story? (your customer)
- What is the story’s setting, and what are the problems that your hero is facing? And what are their plans for dealing with them?
- What kind of (good) change do you wish to see in the world? What role does your mission play in this?
- What does your vision of the future look like?
After you’ve written down the above, consider some of the key aspects that will influence your content:
5. Create a customer journey map
The buying/decision-making process of your consumers is outlined in a customer journey. Consider the steps your viewers will take on their trip, including their behaviors and feelings.
Let’s assume their trip begins with the desire to dress in fashionable attire. The first step in this scenario would be to look up “fashion trends.”
Consider what is driving this behavior:
- What are their feelings like? What are they going through at this point in their lives?
- Is it about their social position, belonging to a society, conquering internal misgivings, or something else entirely?
- What are your points of contact with them, and how can you assist them?
- What material do you have that would be useful to them?
The sort of content you’re creating for your audience should match to each step of their journey. We’ll get back to you on this.
6. Create a Content Marketing Funnel Plan
According to our Content Marketing Funnel Study, 50 percent of polled marketers believe that one of the most difficult challenges when establishing a funnel is enticing consumers to travel through it. The great majority of respondents (87%) use content to help their prospects through various phases of the buyer journey.
You should provide content for each step of the buyer’s journey to assist your visitors convert into clients.
Begin by gaining a general understanding of your funnel.
When it comes to developing a funnel plan, it’s general knowledge that the funnel has three stages:
- TOP OF THE FLOWER (TOFU): Awareness
You’d want to grab the audience’s attention at this point. They begin to recognize that they have a problem and begin looking for a solution. They are completely unaware that you are proposing a solution to their issue. Your objective is to reach out to these customers and assist them in resolving their worries and inquiries (for example, consider using ‘informational’ keywords).
- MOFU (mid-of-the-funnel): Take into account
Your readers have a good comprehension of their issue and are actively hunting for a solution at this point. At this time, they may be comparing alternative solution suppliers. As a result, you’ll want to publish more product-oriented material.
- Bottom of the funnel (BOFU): Make a decision
Readers have laid out their approach for tackling their issue at this point and are ready to make a choice. This is an excellent opportunity for you to demonstrate that you are capable of meeting their demands and answering any queries they may have regarding your solution.
User intent varies depending on the stage. As a result, you must determine what material will meet the informational demands of your prospective clients at each stage.
Create a strategy for various content types.
Here’s a short rundown of the study’s findings on the efficacy of various sorts of material at these phases.
“How-to” instructions, according to 72 percent of marketers, are the most popular, followed by infographics (28%), checklists (27%), and ebooks (27%). (26 percent ). It’s hardly surprise that organic search is the most successful route for bringing in visitors (70 percent ). Also extremely successful are social media (60 percent) and email marketing (54 percent).
This data might be explained by the fact that when you create SEO-optimized instructions that solve a particular reader’s issue, you demonstrate that you are an authority in the industry and provide value to your readers.
“How-to” guides and organic traffic continue to be the most successful format (44 percent) and channel for generating leads (69 percent ). Product overviews (40%), case studies (34%), and landing pages (31%), among other things, are useful.
When it comes to lead nurturing, the most favored method is email marketing (72%), followed by success stories (43%), and product overviews (33%). (38 percent ).
Your aim at this point is to take the reader from a vague concept to a thorough knowledge of how your solution helps. That is why, at this time, product-related material in different formats works effectively.
Product overviews are used by 51 percent of marketers polled, customer evaluations by 49 percent, success stories by 43 percent, use cases by 30 percent, and case studies by 25 percent.
In terms of channels, 73 percent think email marketing is a good approach to keep a sale going forward. Paid advertising is the most efficient avenue for bringing payments (61 percent), followed by organic search (61 percent) (47 percent ).
Customer-generated and case-oriented content are two of the most successful forms of content for establishing trust, positioning your business as superior to rivals, answering customers’ unique queries, and speeding up the purchasing process.
Consider the Particulars at Each Stage
Regardless of statistics, there may be different material forms that are more appropriate for you. Take into account your unique position, industry, and personality.
The following are some questions that can help you figure out what kind of content to create at each level of the funnel:
- TOFU — Tofu is a Japanese word that means ” What are some of the queries that individuals who have never heard of your firm but could require your product or service might have?
- MOFU – How would you describe your product to persuade this specific individual (your persona) to try it?
- BOFU — What can you do to assist them in making a purchase? What may be the deciding factor?
7. Make a list of the topics you’ll be focusing on.
According to the aforementioned Content Marketing Funnel Study, 88 percent of marketers base their content creation decisions on keyword research, while 49 percent depend on in-house expertise and experience. To decide on future content, they conduct content audits and interviews with sales and customer service teams.
Begin with broad themes.
Here are some fantastic strategies for identifying the essential subjects you’d want to cover with your material, including referring to the previous steps:
- Consider the issues that your target audience is dealing with.
- Determine the most frequent issues that your consumers are reporting to your internal departments;
- Return to your consumer research and development findings;
- Examine client feedback;
- Keep an eye on social media to see what queries your consumers are asking.
- Use the Keyword Gap tool to see how you stack up against your competition in terms of keywords and where you should focus your efforts.
- Topic Research can help you identify a variety of prospective subjects to research and analyze before deciding which ones to pursue (here are five steps on how to find relevant topics with good SEO potential).
Topic research may be used to come up with content ideas.
Create topic clusters.
Go deeper after you’ve compiled a list of important subjects. Content clusters allow you to go further into topics that your pillar content merely touched on. Furthermore, they are beneficial to SEO.
Content clusters are related to content hubs on your website, which are locations on your site that include pages on a certain subject.
Expand Each Topic Cluster’s Keyword List
The Keyword Magic Tool may help you go further into keyword research after you’ve found basic subjects to target and organized them into clusters. Enter your target term as a “seed keyword,” use the Keyword Difficulty filter to locate keywords that are simple to target and related to your site, examine the keywords, and add relevant ones to your list.
Consider the possibilities for content promotion and repurposing.
Include advertising the content via numerous channels and media formats to attract the proper sort of traffic to assist you achieve your target audience.
There are three major categories in which specific channels might be classified:
- Database of email addresses.
- Third-party loyalists, such as supportive blogs, forums, or review sites.
- Paid channels, different platforms that house paid advertisements, social media advertising, publications that publish sponsored content, and paid influencers are all examples of paid channels.
Choose your distribution channels based on the following criteria:
- The kind of material – charts demonstrating the content types that are frequently transmitted through certain channels, as well as the KPIs to follow, can be found in the comprehensive Content Distribution Guide.
- Your content marketing budget — for example, a popular strategy is to start promoting a piece of content with a sponsored campaign and then continue to promote it organically after the paid campaign is over.
- You must consider the persona, the customer journey, and the funnel stage when determining which channels your target audience is most likely to interact with.
9. Create an editorial calendar that summarizes everything.
In an editorial calendar, connect all of the preceding processes. It should be the most accurate representation of all of your material, and you should think about the following:
- Buyer personas – make sure you’re targeting the right audience and providing value.
- Touchpoints in the buyer’s journey — think about the customer journey when structuring your touchpoints and deciding what to give (signing up for a newsletter, joining a loyalty program, or anything in between).
- Funnel phases – the audience’s specific stage in the marketing funnel; this may help you generate content depending on your readers’ questions and interests, as well as more effectively monitor KPIs.
- Topic columns make a calendar apparent to all team members and make it easy to identify issues that haven’t been addressed.
- Placement – You may publish articles as guest pieces or sponsored posts on your own site or on other blogs.
- Repurposing – your articles don’t have to be limited to the blogosphere. Make bits out of them, such as movies, pull quote graphics, and other small nibbles that will draw people in.
- How you plan to market the information you’ve developed is referred to as promotion. Color-coding them will offer even more clarity (such as pink for Reddit, green for newsletters, or blue for Twitter).
To get the free Calendar Template for Content, download the Content Mapping Template.
10. Define your content map’s objectives and metrics.
Finally, what statistical methods will you use to assess the outcomes?
We noticed that marketers use various indicators to gauge content success at different phases of the Content Marketing Funnel research:
- TOFU (Total Amount of Visitors) is a term used to describe the number of people who visit (73 percent ).
- MOFU — the quantity of leads (75%) and the conversion rate (75%) (54 percent ).
- BOFU — conversion rate (73%), number of payments (53%), and return on investment (ROMI) (43 percent ).
These insights may assist you in determining the effectiveness of each piece of content. There should be some reference points in your content map. For example, with a $5000 budget, produce 200 leads from blog postings over the following four months.
To help you reach your goals, use a goal-setting framework like SMART (Specific, Measurable, Achievable, Relevant, and Time-Bound) or CLEAR (Collaborative, Limited, Emotional, Appreciable, and Refinable).
Content Mapping Tools that Can Help
Marketing Calendar is a multi-tool calendar with task management integrated in. You may use the calendar to plan out all of your campaign’s activities and procedures, and it also allows for team involvement.
Topic Research is a tool that helps content writers and strategists uncover similar subtopics and article ideas based on their “seed” keyword.
SurveyMonkey is a platform for conducting frequent customer surveys, connecting with consumers wherever they are, and uncovering insights.
Google Analytics is a service that allows you to monitor and evaluate your audience, as well as understand what your visitors are doing on your website.
Facebook Audience Insights is a Facebook report that provides detailed information about your followers and fans. Other social media statistics (LinkedIn, Twitter, and so on) are also vital to keep track of if you’re on those networks.
ImpactHero is an automated tool that maps your content to different phases of the customer journey and provides actionable data and suggestions to help you enhance your content’s performance.
Content mapping is a crucial component in creating a content strategy. Create a content map that focuses on your personas and funnel phases, and do research to better understand your audience’s location and interests.
Use the Content Mapping template bundle we made for you to speed up the process. It comprises the following items:
- Template for Buyer Personas
- Template for a Customer Journey
- Template for a Content Funnel
- Calendar Template for Content
- Template for Content Marketing Metrics
Get the Content Mapping Template Bundle for Free.
Learn how to outline your content strategy and make it more customer-centric with these five templates.
Content mapping is a process of creating a map of your content. It can be used in education to help students learn how to read, write, and think critically. Reference: content mapping in education.
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