You toiled for hours to craft a full and engaging blog post. You worked diligently for weeks to create a captivating video. When your material is ready, you publish the finished product.
With a few tweets and updates on LinkedIn, Instagram, and your newsletter, you advertise it. Then what?
Keep your fingers crossed but don’t wish for the best. Because it’s the 21st century and things don’t work on the internet with the bare minimum effort, in fact, with this much competition you can never achieve your desired goals if you are not putting all your efforts into it.
You now need to ensure that your content makes the most potential impact and achieves your desired outcomes.
CONTENT MAPPING can do that! It helps you deliver the right message, at the right time, to the right people. It is a powerful tool for ensuring that your content is relevant, valuable, and effective in achieving your business goals.
What Is Content Mapping?
Developing a content strategy that targets customers at various phases of the customer lifecycle is known as content mapping. Each component of a content map gets created to address the buyer’s needs at a specific stage of their journey, with the ultimate objective of influencing them to make a purchase.
A more integrated, individualized customer experience may be achieved by using content mapping to prepare for the generation of content that supports the customer journey.
To have a better understanding of content mapping, it has to be understood that content mapping is a subset of content marketing. Here’s a video from HubSpot that explains what is content marketing and how prevalent it is in everything that one does in the digital space.
There is rarely a single solution when it comes to content. Delivering diverse content that addresses various themes that businesses are looking for at each stage of the buyer’s journey will guarantee that their company’s content is effective in generating leads. That is what the process of content mapping entails.
How to Create a Content Map?
1. Determine The Buyer Persona You Wish To Target
Identifying your buyer persona should be your first step. It helps in creating marketing, product, and overarching business strategy. After all, understanding the target audience is the foundation of any business and product creation, as well as marketing initiatives.
Buyer personas assist companies in making the following decisions:
- How to follow up on leads
- Where to direct product development
- What kind of content to generate
- How to handle issues relating to acquiring and keeping customers
2. Identify The Buyer’s Stage
The customer persona you are trying to appeal to with your content is merely one component of content mapping. You need to be aware of a person’s identity in addition to where they are in the buying cycle (i.e. how close they are to make a purchase). A lifetime stage is a term used to describe this point in the purchase cycle.
Awareness: A person has recognized and communicated symptoms of a potential issue or opportunity at this level.
Consideration: A person in the consideration stage has identified and named their opportunity or issue and is now searching for a solution.
Decision: A person is searching for a provider at the decision stage after defining their solution strategy, technique, or approach.
You can focus on particular audience groups and create content that appeals to each of them by fusing buyer personas with lifecycle stages.
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3. Map Your Content To Each Stage
By mapping your content to each stage of the buyer’s journey, you can create a cohesive and effective content strategy that supports potential customers through their decision-making process.
For example, during the Awareness Stage, you can focus on educating potential customers about the problem they are facing and building trust with informative and educational content.
In the Consideration Stage, you can focus on demonstrating your solution’s benefits and differentiators, and provide in-depth information that helps potential customers compare their options.
During the Decision Stage, you can provide social proof, such as customer reviews and testimonials, and emphasize the benefits of choosing your solution.
4. Fill In Any Missing Pieces Of The Buyer’s Journey
You will probably discover gaps in your buyer’s journey when creating your content map: areas where there is either no content or not enough material to support a specific journey stage.
These are the ways to replace those gaps with pertinent content ideas in the situation.
- Do Keyword Research
The process of conducting keyword research is gaining insight into the language your target customers use to look for your products, services, and information. The next step entails evaluating, contrasting, and ranking the top keyword prospects for your website.
- Analyze Your Competitors
Competitor analysis is pertinent in content mapping because it provides valuable insights into what is already working in your industry and can inform your content strategy. By understanding what your competitors are doing in terms of content, you can identify gaps in the market and opportunities for creating unique, high-value content that sets you apart.
- Know Your Market
Paying attention to what other people are saying in places where your industry and/or your intended audience congregate, such as social media groups, publications, individual blogs, and communities, is another approach to finding pertinent themes to enliven your content map.
As Bill Gates once said ‘Content Is The King’, therefore, to increase your reach, your content needs to be top-notch!
Content mapping is a fantastic way to supplement your digital marketing efforts in this regard. The speed at which you can reach your target audience and move them down your marketing funnel ultimately depends on how successfully you build your content mapping strategy.
We at Buffalo Soldiers have dug into social media and broken down all the necessary components to create content for YOU, that can reach those of your target audience whom you could have never reached yourself!
We create content that resonates with your target audience, which can lead to more likes, shares, and engagement, ultimately increasing your content reach. We understand the nuances of different social media platforms and can help you craft content that is optimized for each platform, resulting in more exposure for your brand.
Therefore, we can help you increase your content reach by creating high-quality content, leveraging social media platforms, implementing content mapping strategies, and analyzing metrics to continuously improve your strategy.
To yield results, contact us today!