Content Mapping: What Is It & Why Use It?
Content mapping is a tool that helps companies develop their long-term marketing strategies.
The practice is the process by which businesses can understand, visualize and organize the content on their website.
Content mapping takes the goals and purchase stage of an enterprise's clients into consideration when deciding how to construct the appearance and scheduling of content.
Using content mapping offers many advantages for companies. Let's take a look at five:
1. Helps Business Make Intelligent Decisions
Content mapping allows companies to gather as much information as possible on the relevance of current content, customer needs and purchasing potential, while also factoring in strategy and company goals.
Understanding the outcomes of content organization helps businesses discover how to skillfully engage their audience, according to Spectate, a B2C content marketing firm.
Companies can master what channels work best with particular content, as well as how to best re-purpose materials across multiple platforms.
Knowing the audience on a more personal level can help businesses maintain strong relationships with clients.
2. Increases Level of Customer Service
Content mapping helps companies better serve their consumer base.
The practice pinpoints what content organization is most appealing to clients during different stages of engagement with a website.
An audience will have distinct inquiries at every phase of interaction, from general awareness of need to post-purchase.
Using that information, businesses can then understand what content is most relevant at what period, according to Barbra Gago, vice president of Greenhouse Software.
For example, beginning stage questions may be better answered through a company blog, while later requests can be acknowledged more quickly on the corporate website.
As a result, businesses can ensure that they are responding to client needs efficiently.
3. Spots Opportunities
Content mapping increases a business's comprehension of what materials are the most useful and engaging for consumers.
By being able to visualize a smart layout for this information, companies can also notice gaps in the knowledge they are offering to customers, according to Six Revisions.
With foresight on absent content, enterprises can then work to fill the voids with important and relevant content.
This gives companies the chance to expand their materials even further and better cater to their audience's needs.
4. Increases Leads
The relationship content mapping has with leads is two-fold, according to Conducter, a marketing software provider.
First, the practice helps turn more existing leads into conversions.
Companies that use content mapping to better understand their present audience can create materials that will entice consumers to purchase the business's offerings.
Secondly, by recognizing the needs of an enterprise's current client base, companies can better cater future content for eventual customers. Spotting gaps in their own information helps businesses develop the most relevant material for both the ongoing and upcoming audience.
Furthermore, clever and consistent content can drive converted customers to share the offerings of the company with their peers.
Material that is relevant to the goals of current clients can be distributed to those prospective clients with the same needs.
5. Improves Content Scheduling
The success of content can sometimes depend on it being delivered at the right time for interested eyes to see. Studying the personas of its audience helps companies get a full grasp on when materials are most well received, according to Skyword.
This benefit applies not only to time of the day, week or month, but also the stage of purchasing.
A client may be more willing to receive content that is relevant to their investment right before taking the plunge instead of just having discovered a company's offerings.
Content mapping aids businesses in intelligently scheduling and posting their materials to increase conversions.
Content mapping is a smart and efficient practice that allows companies to understand their audience and develop content specifically for clients.
A better grasp on a consumer's needs and goals can result in a boost in sales and the distribution of a business's offerings to prospective customers.
In the long-term, content mapping can continually help enterprises improve their marketing and its relevance to clients.