Ready to map out a great content plan to drive more of the results you want for your business?
Check out The Ultimate Content Mapping Template for crafting an effective and efficient plan that will serve you and your customers well.
The What & Why Of Content Mapping
Today, every business is a content business. Instead of just continuing to hash out last-minute rushed content and throwing it at the wall, a content map helps deliver the right content at the right time.
Having a plan in advance is critical for being sure you are creating the right content, and have time to research and publish high-quality content that will actually get results, versus burning the best prospects at first touch with poor quality and poorly timed content.
A content map is also about collaboration and efficiency. It provides one dynamic document in which all of your team members can collaborate in real-time, no matter where they are. It avoids lost instructions and miscommunication and a lot of lost time. Everyone gets to see what’s going, and the strategy and thinking behind their tasks, what comes after it, and even what impact they are having.
This also makes it easy to make adjustments over time and build similar maps for new products and target customers as you grow. You can identify the weak spots and enhance results faster, without just guessing.
Content marketing is actually one of the most powerful venues to obtain growth and something that would give you an edge when you are an entrepreneur out there – that is in fundraising mode. Also, something that you would want to include in the best pitch deck template that you can possibly use in order to position things in a powerful way towards investors.
Content Mapping Template
If your team doesn’t have your big vision, mission, and value statements in front of them all the time, this is a great place to reiterate that. This is what should be driving and guiding the decisions for everything else that goes into this map.
Target Customer Personas
This is where you can reiterate exactly who your customers are. This makes mapping content much easier. Your personas include laying out your target customer schedules, the media and communications devices they use, and some of the key factors in making decisions.
Customer Journeys & Lifecycles
This is what the content map is really all about.
It is about mapping out the content that will be created and delivered to your customers along their buying journey and through the lifecycle of their relationship with you.
Start with columns for each of the main stages in this journey or cycle. These are typically:
This is about discovering you or that this solution exists. This may come in the form of more branding oriented advertising or storytelling. Think billboards, signs, social media, and news releases.
This is the exploration and research phase. Now they know it or you exist, the next step is often to comparison shop, to check reviews to see if you are credible and it matches their needs or to be sure you have the right features. In this step, you may be driving them to FAQs and testimonials or demos and case studies.
This is where they are making the choice to buy. It means content with strong calls to action and appealing special offers to give them that necessary sense of urgency.
This stage, after the sale, is about staying engaged, repeat purchases, and referrals. You might call it after sales, customer loyalty programming, staying top of mind, retention, or follow up. This typically involves a series of ongoing pieces of content or remarketing.
Types Of Content
What types of content will you be serving to your audience on their way through the funnel?
It may be:
- Press releases
- Social media
- PPC ads
- Blogs and articles
- Videos and images
- Landing pages and websites
- Follow up emails, calls, texts, and voicemails
Content Plan & Calendar
You may create a separate content creation and publishing calendar using the Editorial Calendar Template, or extend this document with a more in-depth content plan.
This will include:
- SEO, keywords, and links to use in content
- Content titles and topics
- Where the content will be published and in what medium
- When it will be sent out
- Who will handle the different parts of creating, editing, and scheduling content
- Timelines and deadlines
- The current status of each piece of content
- Links to content assets
- The performance of already published content
Content mapping is incredibly important. Without it, you aren’t producing highly effective content in an efficient way. You certainly can’t expect the best results and ROI on your marketing and sales efforts. Use this Content Mapping Template document to get the right flow and get your team working together smoothly and quickly.
Alejandro Cremades is a serial entrepreneur and the author of The Art of Startup Fundraising. With a foreword by ‘Shark Tank‘ star Barbara Corcoran, and published by John Wiley & Sons, the book was named one of the best books for entrepreneurs. The book offers a step-by-step guide to today‘s way of raising money for entrepreneurs.
Most recently, Alejandro built and exited CoFoundersLab which is one of the largest communities of founders online.
Prior to CoFoundersLab, Alejandro worked as a lawyer at King & Spalding where he was involved in one of the biggest investment arbitration cases in history ($113 billion at stake).
Alejandro is an active speaker and has given guest lectures at the Wharton School of Business, Columbia Business School, and at NYU Stern School of Business.
Alejandro has been involved with the JOBS Act since inception and was invited to the White House and the US House of Representatives to provide his stands on the new regulatory changes concerning fundraising online.