In all areas that encompass digital marketing you need good planning and strategy. And, of course, we also talk about content marketing.
Content marketing is not only writing for the sake of writing, it is communicating, persuading, loyalty… Anyway, all those things that you probably already know. And to be able to carry out all these steps, it is essential to work on a content mapping.
At Kiwop we want your business to be future. That’s why we recommend you continue reading this article about why you need content mapping in your digital marketing strategy.
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What is a content map
The content map is a crucial tool for content marketing and even for Inbound marketing.
It is a document in the form of a graph, outline or matrix that serves to capture the way in which you are going to develop the content marketing strategy, taking into account the Sales Funnel.
That is, it is a way to plan the communication and content strategy in advance for each moment of the user or client’s life cycle.
What is content mapping for?
And what is content mapping for? Well, basically, to plan, direct and optimize your strategy, and always taking into account the key moment in which the user is.
Thanks to content mapping, you will be able to identify and organize the content that your users want and need for each moment of the Sales Funnel or its life cycle.
This can help you to know what to do in each phase of the process and, above all, how to react to any unforeseen event, in addition to knowing when is the ideal time to communicate offers, promotions or services that help you increase your sales.
On the other hand, have a content mapping helps you offer a more unified digital communication in all areas of marketing, beyond content marketing, knowing what to say and how to do it for each channel, thus improving the relationship with the user and creating a community around your brand.
How to design a content map
But to carry out a proper content mapping that will really help you, you must take into account all these steps!
Build your Buyer Persona
If you haven’t defined your Buyer Persona yet, you’re already late! A Buyer Persona is a general representation of your target, and to create it, you must imagine that it is a single person, or several, representing each sector of your target.
Interests, sociodemographic information, frustrations, how you browse, how you buy… These are all the factors that you must take into account when building it.
Once you have well defined your Buyer Persona, it will be much easier to know what interests him, how to capture his attention and at what time.
Think about relevant content
And here comes this second variant. Work on relevant content! And it’s not just about what you say, but how you say it.
Each type of communication has several factors to take into account, such as; what you say, what you really mean, what you are looking for and how you convey this idea.
In addition, you must bear in mind that each content must be adapted to the appropriate channel . A Reels will be perfect to communicate through Instagram, but if what you want is content on your website, you can still design a banner or landing page. It all depends on the how and where!
🔎 If you are interested in this topic, do not miss the Blog with the
8 steps to develop an effective content marketing campaign
Consider the Sales Lifecycle or Funnel
The third variant, and one of the most important, is to take into account the Sales Funnel. This will help you know what content to choose for each crucial moment of the user.
The Sales Funnel is divided into TOFU, MOFU and BOFU. The TOFU, or Top of the Funnel, is the attraction phase, so your content should focus on attracting the user’s attention.
The MOFU, or Middle of the Funnel, is the research phase, that is, the moment in which the user continues in the search for information having more clarity about what he wants. At this stage, the contents must be valuable and contain convincing information for the user.
The BOFU or Bottom of the Funnel, is the decision phase, in other words, the time to attack! At this point, the ideal is to offer differentiating information about your brand, success stories, positive opinions, testimonials, etc.
The importance of the content map in your content marketing strategy
As we have seen, content mapping can help you achieve your goals, knowing what and how to communicate and when to do it. And how can it help you within your digital marketing strategy? We’ll tell you!
Allows a better analysis of your strategy
By thinking about the communication of each and every one of the channels of your digital marketing strategy, it helps you to have a global vision of everything and, of course, analyze it together!
This will help you see your unified content strategy, analyzing each step and working on the contents to give them a more global sense and according to your brand.
In addition, it will help you see where there are possible failures and how to fix them quickly.
Helps you define your goals
Another point in favor of incorporating a content mapping in your strategy is the definition of your objectives. And to know what you should say, you must know why you should do it!
To do this, it is essential to define objectives based on what you want to achieve through content marketing.
Allows you to plan your content
Content mapping is, in essence, a planning of your content based on the channels. Yes, we know we’ve already told you. But it also helps you reuse existing content and save valuable time.
And it is that thanks to having absolutely everything planned, you can take advantage of many types of communications for other channels or new concepts adapted to other platforms.
Helps you interpret results and optimize them
And having everything well organized in graphs or schemes, it is very useful when interpreting the results in analytics. This way, you’ll be able to know what has gone wrong on which day, on which channel, and why.
Knowing your mistakes, it is easier to solve them and optimize your strategy based on trial and error.
Create your own content mapping
If you already know all the advantages of creating a content mapping, do not waste time and implement it in your strategy!
Now it’s your turn.
If you need help or want us to solve any questions related to your business, we will be happy to do so. 😊
Cheer up and…
Learn how to create your own content mapping! 🚀