CONTENTMAPPING

STRATEGY

ANSWERIDENTIFY ASK MAP PRODUCEAUDIT REPEAT

Use this framework to assess your existing

content inventory and generate ideas to:

RE-TARGET YOUR CONTENT

Audit your existing content inventory to findhow existing assets can be realigned.

IDENTIFY CONTENT GAPS

Identify gaps in your existing inventory thatwill justify the creation of new content.

Before you start mapping your content with this

framework, you must:

IDENTIFY THE

BUYING STAGES

Your target audience seeks

different information depending

on where they are in their buying

journey. Knowing their stage will

help you better identify their

needs and deliver more relevant

and valuable information.

KNOW YOUR

BUYER PERSONAS

This is foundational information.

Though your content marketing

benefits you, too, every single

piece of content you publish is

crafted for them. If you don't know

the audience you're trying to

address, stop here. Seriously.

THE BUYER

JOURNEY

THE BUYER

JOURNEY

Once you've identified your target persona, list

out the stages of your buyer's journey. You may

have more or less; we use a simple 4-stage

journey:

UNAWARENESS

AWARENESS

CONSIDERATION

DECISION

I don’t know that I have the problem you solve.

- or - I don't know what problem you solve.

I have a problem and I know you claim to solve

this problem.

I need to solve this problem and I am weighing

the value and benefits of your solution.

I understand what your solution is and now I

want to see it in action.

The Content Mapping

Framework is made of six

fundamental steps. This

model is designed to be

cyclical so that we are

constantly refining our

work as we track our

audiences' signals

through their interactions

with our content.

A

B

THIS IS NOT HOW MAPPING WORKS

IN CONTENT MARKETING.

1. IDENTIFYThe Concerns And

Motivations Of

Your Buyer

Personas

2. ASKWhat Questions Are

Your Personas Asking

At Each Stage Of Their

Buyer Journey?

3. ANSWER

6. PRODUCE

5. MAP

4. AUDIT

The Concerns And

Questions Your

Personas Are

Asking

Content Needed To

Address Any

Questions That Are

Unanswered

Your Content

Inventory To

Address Your

Personas' Questions

Your Existing Content

Inventory For Gaps -

What Persona Questions

Are Unanswered?

CONTENT

MAPPING

BUYER

PERSONA

UNAWARENESSAWARENESSCONSIDERATIONDECISION

As your buyer persona moves

through each stage, note his/her

various concerns and interests. For

example, your buyer persona at the

decision stage may be concerned

with objectives like demonstration,

adoption, or validation.

1. IDENTIFY

THEIR

OBJECTIVES

UNAWARENESS

AWARENESS

CONSIDERATION

DECISION

2. ASK THEIR QUESTIONS

Informative

Entertaining

Illustrative

Educational

Problems

Solutions

Expertise

Differentiation

Capabilities

Demonstration

Adoption

Validation

Following the same

sample persona in

decision stage, begin to

list out the questions

they would ask based on

the objectives you've

identified - then answer

the questions.

3. ANSWER THEIRQUESTIONS

4. AUDIT FOR CONTENT GAPS

You'll begin to identify objectives that aren't beingaddressed for a variety of personas at differingbuyer stages. You may discover that you don't haveany good content to address an objective at onestage, but you have some content being used atanother stage that could be retargeted to fill theneed.

5. MAP OUT YOUR

INVENTORY

Allocate your existingcontent assets to alignthem as answers to thequestions you've listedout earlier.

6. PRODUCE NEW

CONTENT

Now you can beginapproving productionsfor new assets needed toaddress any remainingunanswered questions.

REPEAT.

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