Why do you want to help/provide value to them?Ģ. Who are you trying to help/add value to?. With our content marketing strategy, we help people working in HR enhance their people management skills so that they can help their companies adjust to the changing work environment.Ī content marketing statement essentially entails clear, concise answers to the following questions: Your content marketing mission statement - what value do you provide to your target audience with your content?. Although the short-term goal is about building the subscription base and communicating the need to actually use this product type, the overall purpose of the blog is to nurture loyal buyers that will keep using our platform. The main purpose of our content marketing strategy is to develop a culture of consumption and to eventually convert our subscribers into the actual users of the platform. Here’s an example of how the business purpose might be formulated: In this step, the question to ask yourself is: how does your content strategy tie back to the goal or goals of your company? Your content strategy might help you deliver the exact content that answers readers’ doubts, and so they purchase your product. Its business purpose - what business goals are you aiming to achieve?. Define Your Content Marketing Purpose and Valueīefore you can map out your content, it’s important to first have clear descriptions for two key pillars of your content marketing strategy: Here are some helpful steps and best practices for creating your own content map. Each piece of content serves a specific purpose and is fully optimized for it. Each reader is gradually moving through the sales funnel towards buying your product or service. With the content mapping process implemented, you’ll be sure that: It also helps you eliminate content that doesn’t serve a clear purpose. Why Is Content Mapping Important?Ĭontent mapping can help ensure you’re getting the most out of every piece of content that’s being created for your company. Their titles might include Content Director, Content Strategist, Content Marketer, or Generalist Marketing Manager. Who Typically Creates a Content Map?Ĭreating a content map is usually the responsibility of whoever oversees the content program within your organization. 
influencer) and various stages of the buyer's journey. One of the most important components of content mapping involves the creation of buyer personas for different members of your audience (e.g., decision-maker vs. Content mapping can be helpful in identifying gaps and opportunities in your content strategy. In other words, it’s a process focused on delivering the right content, to the right people, at the right time, and in a way that matches the reader’s intent. What Are “Content Maps” and “Content Mapping”?Ĭontent mapping is a strategic approach to creating helpful, relevant, informative, and timely content for your intended audience. We also created a content mapping template to help you easily make a content map of your own. What content mapping is and why you need it.So, what’s the solution? What can you do to increase the likelihood that the content you’re creating, publishing, and promoting will speak to your intended audience, at the appropriate time and in the appropriate way? On the other hand, making sure the selling content is placed where it’s supposed to be and in the right quantities is crucial for your business. “Let me convince you” - type content that’s provided too early in the prospect’s decision-making journey may very likely turn them away from your company. Therefore, content created for that type of person should be focused on other goals beyond selling. Two relative strangers have one meeting and then sign docs to be business partners the next day.
Marketing mapped how to#
If a user comes to your site to find high-level information on how to solve their problem, it’s not always realistic to expect that they’ll also be ready to make a purchase right away.
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