Are you struggling with creating new content or knowing what to write next? Well, most of you might be! It’s one of the biggest challenges every marketer faces today. You start creating content in bulk, hoping that you will get good traffic from it, but end up with poor results.
So, to overcome all the factors, you need a solid content map that ensures the right content is delivered at the right stage of the buyer's journey. It also ensures that it offers value by knowing their specific needs, answering their questions, and guiding them towards the buying decision.
We’ve curated this blog to help you understand everything about content mapping. So, let’s get started.
What is Content Mapping?
As the name suggests, content mapping is the process of creating an effective content plan that aligns with the buyer's journey. That means curating content that the audience engages with the most and is likely to convert. The aim is to guide them towards the buying decision.
Some of the benefits of content mapping are:
- It helps to create personalized experiences through relevant content.
- Improves the quality of your content
- Tailored content helps to boost the conversion rates.
- Effective lead nurturing with guiding leads through the funnel stages.
What is the Importance of Content Mapping?
First, content mapping helps align your content creation efforts to meet your marketing and sales goals. Generally, content is crafted for various purposes, each with its own specific goals. For example, you write a blog mainly to drive traffic to your website, while another is an E-book that helps you generate leads. The whole and sole aim is to take potential customers through the stages of the funnel, with every piece of content having its specific purpose.
What are the Different Stages of Content Mapping?
Below, we’ve listed down the different stages of content mapping:
Put Down Your Content Marketing Goals
The initial step before creating a content map is to clarify your business goals. For example, you need to drive engagement, traffic and leads. Make sure your content strategy aligns well with these goals.
Research Audience and Create a Buyer Persona
Y0u often get lost because you’re unaware of whom to create content for. So, research your audience wisely. Understand their needs, behaviors, and habits so that you can curate tailored content for them at the right time and place.
After you have set the personas, you need to align content with the buying journey stages then, as given below:
Awareness:
In this stage, the audience has some problems but is not able to identify them completely. The content is generic and focuses on offering valuable information.
Consideration Stage:
In the consideration stage, the audience knows the problem and is looking for a solution to resolve it. The content is more in-depth, giving detailed insights about the solutions that can best meet their requirements.
Decision Stage:
This is the final stage, where the audience is urged to decide. You prove that your product or service is an ideal option for them. In the decision stage, content is more specific and precise. It helps the buyer make the final decision.
Find the Different Content Types
Work on finding the best content formats – blogs, infographics, videos, etc.- and see if they align well with the audiences' preferences.
Identify Gaps in Your Stages
After you’ve learned the different formats of content you need to use throughout the buyer's journey, it’s time to map your content ideas. This will help you identify gaps and strengths and create new content that meets your customers' demands. As with any marketing strategy, it’s better to refine it for further improvement.
Document the Content Map
A physical guide that you can consult while creating content is what a content map should be. Because of this, make sure your content map is written in an understandable and readable manner. As your content inventory grows, make sure you can keep adding to it.
Types of Content-Mapping Tools
- Airtable
- Google Analytics
- Survey Monkey
- Marketing Calendar
Get Guaranteed Success with Content Mapping
Content mapping has a long way to go in boosting your overall marketing endeavors. Nevertheless, it is an essential part of your content strategy. Make sure to build a strong content map that focuses on your personas and different funnel stages and helps you better understand what interests your audience the most. We at KnowledgeNile have got you covered with all the top-trending topics. Stay tuned with us.
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