With the rise of digital marketing, it is essential to offer important content that will help you improve your relationship with your potential customers. Also, with this, you can get them to consider you when approaching the purchase decision. Therefore, it is essential that you have all the tools that help you achieve your goals and the content map in marketing is one of them. That is why in the next few lines I will explain what it consists of, its objectives, and the necessary requirements to create it.
What is a content map?
The content map is a resource that allows you to relate the content to the profile of your target audience and the stage of the sales funnel in which it is located. This way you can deliver adequate information to the correct users at the right time.
It is important to mention that a content map is made up of three variables:
- Buyer persona: this is the customer archetype that you consider ideal and who you offer your content to. It helps you better understand your audience, both new and potential customers, their concerns and behavior.
- Contents: this is the information available on your website in the format that you think is convenient for your audience.
- Stages of the purchase process: these are the phases that the user goes through to make the purchase. Understanding this concept helps you determine the distance that separates your target audience from the final decision and is, therefore, a vital part of creating your strategy. In this case, you must pay attention to recognition, consideration, and decision to create very specific content.
With the help of the three aforementioned components, you can contextualize and locate where your audience is at the time you want. It’s a great way to deliver organized content that appeals to you right at the stage of the buying process where you are. This in turn allows you to provide them with a great personalized experience and they are more likely to attract them and achieve your bottom-line results.
Objectives of the content map in marketing
With the help of the content map, you can create an essential marketing strategy that helps you attract customers to offer them value. In addition, this tool allows you to meet these 3 objectives:
- Offer interesting content at all times so that your audience does not leave and continue on your website for longer.
- Audit your content and identify if there are any problems in your strategy that cause loss of potential customers, a higher bounce rate or difficulties to move from one stage to another.
- Design automated content chains to accompany users at all times throughout the sales funnel.
How to create a content map?
To create your content map, you need to carry out these steps:
Identity of your audience
The identity of your audience is achieved in-depth with the buyer persona, which is a useful resource as I had explained before. In this way, you can know their concerns, preferences, needs, and all the important aspects that help you study it to know what they want.
In the content map, it is necessary that you establish rules to know your audience. To do this, I recommend that you create a matrix by placing your ideal profile on the vertical axis and the main phases the user goes through on the horizontal axis. About the latter, I explain them in more detail below:
- Awareness: this is a phase in which your potential client becomes aware that they have a problem or need. At this stage, they look for information and that is where you must offer introductory content, initial and simple texts that attract them so that they are interested in what you offer. For example, if you have an electric car business, you should launch a blog with ecological content to create a sustainable awareness over time.
- Consideration: here your potential client already knows the subject and masters the basic concepts so they want to look for alternatives in the market to solve their need. Therefore, you must create more complex content, on specific queries about what you offer. For this, you can prepare posts that indicate the benefits and advantages, as well as uses and others about your products or services.
- Decision: it is the last phase in which your potential client is one step away from buying a product or acquiring a service. To do this, you must create content in which you can learn in more detail about what you offer, with images, characteristics, customer opinions, etc.
Audit your strategy
In this step you must audit your content strategy with the information that you have so far on your website. To do this, you must analyze at what point in the purchase process your audience is and evaluate the style of the information you offer them, to see if it adapts to the user’s identity.
The idea is that your content is compensated with useful information that attracts users at all times. Put yourself in their shoes and reflect on what you have or are about to write so that they adapt to each stage the potential client goes through awareness, consideration, and decision.
Use a content calendar
To create a good content map, you need to use a post calendar where you reaffirm what you are going to offer your audience at each stage of the purchase process. This is useful because it helps you stay engaged and more easily assess what information may be missing to complete your matrix.
If you already have a content calendar, the best thing you can do is evaluate it to see if you need updated information or if the one you have is really useful. In this way, you add value to your user profile and stay organized at all times.
Define the objectives
In the content matrix it is important that you define your clear objectives for each type of user in each phase of the purchase process. For example, if a user is reading posts on your blog, a goal may be to get them to subscribe to your newsletter.
By defining the objectives you maintain order and clarity about the goals you want to achieve at a certain time. This, added to the measurement of the variables, helps you stay informed about the achievements or what you are missing to reach them.
Apply marketing automation
This step is essential because it helps you start the automation of your content by delivering it sequentially to your audience. For example, you can prepare a succession of emails with personalized information that adapts to each stage of the process of your users. Later, you can use tools that allow you to automate the tasks of sending them to each person in your database.
If you manage to do this step well, you can improve the relationship with your potential customers, even to retain them. In addition, it helps you to work on your image and become more popular in the market niche you are targeting. It even allows you to keep your readers more informed and is more likely to ask you for information about what you offer when it is in the last phase of the sales funnel.
Analyze your results
As in any marketing process, it is important that you analyze your results to measure the success of your content strategy. This allows you to know if everything is going well from the first phase in which your readers begin to consume information about what they need. In addition, it helps you discover the potential flaws that can cause difficulties so that your audience does not move to the next stage of the buying process.
It is also important that you ask yourself if the content you offer to your target audience has an appropriate language for each stage of the purchase process. In addition, you must evaluate if the information is accessible, adds value and is related to what you offer.
Knowing what a content map is in digital marketing is essential for you to improve your strategy and attract your potential customers. Its configuration is simple, you do not need specialized software and at the same time, it offers you great benefits such as improving the relationship with your user profile. In addition, it helps you better structure the information you offer to your target audience.