Find out what Content Map is and how it can help your Marketing strategy! – WAU
The Content Map is a tool that aims to define what content will be produced, as well as which personas will be worked on. In this way, it enables an effective targeting throughout this process.
The popularity of Digital Marketing makes the focus of companies, agencies and professionals in all segments focus on a fundamental action: producing content.
The idea of the content is to generate value for the public and create a connection with them that, with the right process, will become a long-term business relationship.
But not everything is as simple as it seems. Creating content is one thing, be relevant and attract the attention of the right people it is a much more complicated one.
That’s where good practices come in, like creating a Content Map.
If you’ve never heard of the concept, it is possible that your efforts to create an online audience may not be as successful as they could be.
I will show you now what this content mapping is about and what you need to know to create and use yours, with expressive results.
What is Content Map?
The first thing that needs to be clear is what exactly a Content Map means.
And to answer that is very simple: just think about a real map.
What is the purpose of this tool? Guide anyone in the search for the right path and find the desired destination.
Similarly, the Content Map serves to guide your content production in the right direction and make your digital strategy reach the right destination: the customer portfolio.
That is, it is a plan to create content that helps the right people, at the right time, to solve their main doubts or solve their biggest problems.
Instead of talking about things you think potential customers would like to know, you will talk about what they really need learn more.
Content Map Presentation Template
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4 advantages of having a content map for your digital strategy
Keep this in mind: creating a content map will bring real and immediate value to your digital strategy.
If you still don’t know how this work can translate into benefits, see 4 clear advantages of creating the content map right now:
1. Impact the right people at the right time
It sounds cliché, but that’s exactly the goal of Content Marketing: to have a positive effect on the right people, at the right time. What does that mean?
It is necessary to produce content for people who can become customers and, more than that, to present this material to them at the right time of the purchase journey.
The Content Map helps in this very important and complicated alignment, by guiding what makes sense in the production of content, taking into account each phase of the customer’s journey.
2. Increased conversion rate
The result of a content strategy properly mapped and aligned with the map is the increase in the conversion rate on your digital channels.
After all, the final goal of the content is to lead the conversion. This is the definitive proof that certain material has generated value for the public.
Rather than producing content on a regular basis with no idea whether it will work or not, it makes sense to use this map to increase the chances of meeting all your audience’s needs and conquering it once and for all.
3. Organization and content coherence
Most of the time, it’s not just content that will make someone like your brand or be interested in your company.
Content Marketing is an ongoing strategy, not a temporary campaign.
That means that your content needs to deliver value and function well as a whole, not just in isolation.
A content strategy that presents coherent themes, which relate well to each other, is much more successful than planning that talks about completely different subjects, unrelated to each other.
The Content Map makes it easy to create an organized and effective editorial line for your company.
4. Customization of the marketing strategy
It is undeniable that content production strategies have been growing exponentially in recent years. Just look at the latest research on the subject in London.
To be successful, it is no use just creating more of the same, with generic content and no personality.
The Content Map also allows you to personalize your marketing strategy more clearly and differentiate your brand from the others.
This happens in a subtle way, when determining which topics to talk about, for example. Giving new angles to subjects already known is a good way to differentiate yourself without making a lot of effort or investment.
Creating your own content map: 3 simple steps
Don’t be fooled by the “simple” in the subtitle above, let alone the fact that there are only 3 steps. They are extensive and fundamental to the success of the map.
Therefore, pay close attention to the information below to understand the role that each one plays in the formulation of its content map:
1. Creation of personas
The first step is the creation of personas. If your company already invests in content production, you hardly have a persona yet.
But if you’re in this situation, take a break from your content plan and create a persona first. It can save your entire strategy, as it is the representation of your ideal customer, the person you really want to attract.
If you already have a defined persona, great. It will be the starting point for creating the map, since the purpose in question is to create content that serves to cure her greatest pains and problems.
2. Understanding the purchase journey
Once you have your persona ready, you need to document how it behaves during the purchase journey.
This journey consists of 3 basic steps:
- attraction: it is the first contact between the persona and the brand, when she is feeling the symptoms, but does not know where they come from and wants to find out;
- consideration: it is when the persona identifies what the symptoms are and begins to research the best way to cure them;
- decision: After becoming convinced of the best medicine to cure your problems, the persona needs to decide which brand to buy it from.
What are the pains and symptoms of your persona? What is the “medicine” that you offer? How to show her that your solution is the best?
All of this needs to be clear in understanding the buying journey. It is about understanding how a person acts until he decides to buy and act in a way that will lead him on that journey in the right way.
3. Creating the map
After these steps, you will have total conditions to create content guidelines that are specific to meet the expectations of your potential customers at each stage of the purchase journey.
The most practical way to document this (it is always important to document the strategy) is through a list of content for each stage of the journey.
The conclusion is simple: if you don’t have a persona – or worse, you have an inaccurate persona – or you don’t really understand how it behaves on the purchase journey, your map will not work.
Content Map Presentation Template
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3 common mistakes to avoid when creating your content map
Common but dangerous mistakes can get in the way of your map and hold your results with it.
To prevent this from happening, we have separated a short list, with 3 of the main mistakes you need to avoid when creating your content plan. They are:
1. Having an audience instead of a persona
Target audience is different from persona, and is not specific enough for the content map to work with it.
So don’t try to cut your way and use that audience definition you have left over. Create your persona as soon as possible. Otherwise, your map will not be effective.
2. Produce too much content for the final stages of the buying journey
Many companies are in a hurry to do content marketing and want to offer their products and services in each blog post or social media. So the process doesn’t work.
Divide your content production as follows:
- 80% for the attraction stage (not to mention your product, only the persona pains);
- 20% divided between consideration and decision.
In this way, you will gain the public’s trust and then the content will have a positive role in sales.
3. Try to convince those who are ready to buy
There comes a time when the lead is ready to buy. This is the time that you present him with an easy, quick and practical way to do this.
A serious mistake would be to continue offering content and more content to convince you and not realize that it has already happened.
So don’t make the Content Map an obstacle to your sales, but an ally.
Even so, this role developed by mapping is often not given much prominence when it comes to generating value for the public on digital channels, but that does not mean that it is less important.
If you want to have consistent and expressive results, you need to know how to impact the right people at the right time. The content map will get you there.
Do you want to put into practice everything you’ve learned here? So get connected in these tips to do all the content mapping for B2C companies!