What Is Content Mapping And Why Should I Do It?
I like Hubspot's definition of content mapping as a "process of delivering the right content, to the right people, at the right time." Know your customer and what they are looking for, and you will know what content to show to the right people and when. Know how your visitors make decisions, and you will be able to help them along the way by offering just the right information. Your website visitors are on a quest. Are you there to help or stifle their efforts? Will you make them victorious or annoy them by presenting irrelevant or o
ut of step content? It is up to you.
It is very important to match your content to intent. If the visitor is just getting to know your company and its offerings, it is premature to ask them to buy. They will not only get annoyed, but most likely will lose their trust in your company. On the other hand, if the visitor is ready to buy but cannot, because there is no end to the list of benefits and testimonials, the visitor will take their money to a competitor who has a readily available "buy now" button.
Content mapping will help you align your digital marketing with your customers' on your website. Become your visitors' best friend and a trusted advisor by listening to them. Understand how they make decisions, how they buy, what is important to them and craft your offer that appeals to your audience. Separate them into different groups and talk to each with a message that resonates with them. Connect your buying cycle with their purchasing habits and create digital harmony that you can take all the way to the bank.
How Do I Map My Content?
All you need is to understand your customer and their journey, how they make decisions, what type of content they respond to, as well as their searching intent. Add this knowledge to your buying cycle and you will start on the road of mapping your website content to delight your website visitors.
Creating buyer personas is the first step in content mapping process. Personas are representations of your customers. Ideally, you divide your customers into groups and create personas representing each group. Every persona you create will have a name, gender, age, personality, a problem they are trying to solve, and how they prefer to solve it. Add to the persona description what makes your product so attractive to them and why they should choose your company over competition.
Describe their personality and preferences. Do they want to look better than others? Do they want to feel they have done their research when picking a solution? Do they want to achieve results quickly? Do they care about proof? Are they looking for approval from their friends or colleagues?