Content mapping targets a business’ prospects and existing customers throughout the sales cycle with fitting content that’s designed to promote continued engagement and conversions.
One of the key results of content mapping is summed up with this phrase:
“Content mapping makes your site about your customer, not about your company.”
Or, at least that’s what the author surmised in an article found on Search Engine People called: “What Content Mapping Is & How To Use It”.
This phrase does give us a clear picture of what content mapping is all about, i.e. the customer.
An article found on Content Marketing Institute called: “Developing a Content Marketing Strategy”, defines content mapping this way:
“Your audience personas and content maps: This is where you describe the specific audiences for whom you will create content, what their needs are, and what their content engagement cycle might look like. You may also want to map out content you can deliver throughout their buyer’s journey in order to move them closer to their goals.”
Regardless of the definition, content mapping does help build brand identity and development for businesses of all types. In an effort to explain, let’s examine 3 benefits of developing a content map strategy.
1. Ensures Alignment with Brand Identity:
Most importantly, developing a content map strategy helps businesses align their digital marketing campaigns with their brand identity. This is accomplished when businesses understand their customers’:
- online behaviors
- position in the sales funnel
Businesses want to avoid conflicting or misaligned messages at every point of the customer content marketing journey map. When ads and marketing messages align throughout the sales funnel (incl. post-conversion), then businesses can be confident their brand identity is being reflected in their holistic content efforts, including: videos, white papers, blogs, ebooks, social media postings, pop-ups, self-help knowledge centers, emails, chat boxes, banner ads, etc.
2. Reduces Content Gaps:
Essentially, content gaps are the areas within a content marketing journey where customers are being left confused and without proper direction. This can come in the form of not including a part 2 in a blog series, having the wrong contact information on email campaigns, past social posts with blank photos and broken links to deleted web pages, etc.
Part of the content mapping development is to thoroughly know what’s involved within each persona group’s customer content marketing journey; from the eyes of the customer, marketers can strategize content placement and design that answers the customer’s perceived needs and desires.
In an article on HubSpot called: “Content Mapping 101: The Template You Need to Personalize Your Marketing”, author Erik Devaney explains more:
“…buying cycle into three lifecycle stages: Awareness, Consideration, and Decision.
…By combining buyer personas with lifecycle stages, you can really hone in on specific segments of your audience and tailor content to resonate with each of those segments.”
Content mapping helps marketers identify content gaps with customer feedback surveys, analytical tools, and discovery processes; it then helps resolve them with tailored content for each audience segment.
3. Optimizes Content Potential:
Content takes time and effort to produce and share, whether with videos, blogs, webpages, podcasts, social posts, pictures, etc., therefore, businesses want their content to reach its full potential when delivered. While ideal results can never be assured, developing a content map strategy does help optimize content potential.
With the right CRM and social media management solutions, marketing teams can find the insights and tools to effectively map out content placement; with a finely-tuned approach, content can be more effective and reach its online potential.
Also, viral results are more likely to occur when content meets a need or desire previously unmet or scantily covered, of which content mapping can detect and fill with related SEO optimized content.
Developing a content map strategy should be an essential part of every online business’ digital marketing efforts. This strategic tool helps marketing teams understand, design, and develop the customer content marketing journey with tailored content aligned with their brand identity.
Mindshape understands how important content mapping is for brand identity and development, which is why developing a content map is within the social capabilities of our holistic digital marketing services. With our experience, expertise, and trusted solutions to help, businesses can develop an effective content map strategy that gets results. If interested in learning how please contact us today.