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Content Mapping or Content Map: what is it?

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Content Mapping or Content Map: what is it?

As you probably already know, inbound marketing is based on four fundamentals: search engine optimization, social media, web analytics, and content marketing .

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list_altIndex of contents
What is a content map?
What is the content map for?
What do you need to create your content map?
B2B and B2C content map
What content formats are included in content mapping?
In recent years, the latter is growing at a great speed and is becoming the linchpin. The secret? Share relevant and valuable content for the target audience that allows us to establish ourselves as experts in our field. Accompanying the user in their purchase process will make the conversion to a future customer much more feasible.

But for content Lebanon Phone Number List to be truly effective, the content created must be truly useful and meaningful to our target audience. This content should then be optimized for search engines so that it can be found more easily.

Without a valuable content strategy, you will hardly be able to close this circle. How can we ensure that we meet this goal? With tools such as content mapping , also known as “content map”.

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In this article we will talk about what a content map is , what you need to create it and what type of formats are included in it.

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What is a content map?
The content map is a tool that allows you to deliver the right content to the right person at the right time . The objective is that the user can find information of interest on your website, whatever the moment of the purchase process in which it is.

What is the content map for?
If you are carrying out a content Forex Email List strategy, creating a content map is an essential step. Below I explain what advantages it has and what this tool allows you to do :

Audit your current content and identify possible flaws in your strategy.
Offer interesting content for your users, whatever the moment of the purchase process in which they are.
Create automated content chains , what we know as ” marketing automation “, to accompany users in their purchase process.
What do you need to create your content map?
Creating your content map to implement in your strategy is simple, but before doing so it is very important that you know these two elements perfectly :

1. Your buyer persona
It is essential that you know in depth the profile of your ideal client : their needs, their concerns, their interests, their preferences when consuming content …

All this information will help you a lot when creating a content map, as you will know how to better identify what topics to write about, in what formats to present the content, in which channels to distribute it, etc.

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2. Your purchase process or buyer’s journey
It is also crucial that you know the buying process of your target audience. That is, the journey that your buyer persona takes from the moment a need arises and begins to investigate how to solve it until they make a purchase or contract.

This ” journey ” can be divided into three stages:

Discovery or awareness (Awareness). The user discovers that he has a certain problem or need, and wants to solve it. Start conducting introductory searches related to the issue, not the product. Your intention is to educate yourself to understand your situation.
Consideration . In this phase, the user investigates and evaluates the different alternatives to solve their problem and thus be able to choose which one best fits their situation.
Decision (Decision). Finally, the user bets on one of the alternatives and looks for the best provider to carry it out.
The combination of these two elements, knowing the buyer persona and their purchasing process, allows us to create a matrix in which to list the content we currently have and plan future ones.

Access the complete PDF and know the role of content in your marketing strategy

B2B and B2C content map
Depending on the audience to which you direct your content, we can find two types of different content maps :

B2B: when your potential customers are other companies, the purchasing processes are usually longer and more complex. In this case, you will need more content to convince (in phase two of the purchase process, Consideration).
B2C: if your business is aimed at the end consumer, you must understand well what FUD (fears, uncertainties, doubts) the user has and prepare the content accordingly. If it’s an impulse purchase, for example, you can create more content related to the decision phase. In sectors related to hobbies (for example, makeup, food, motorcycles …) working the awareness phase with non-shopping related content can help you to work your position as an expert in the market.
What content formats are included in content mapping?
Depending on your buyer persona and their preferences in the consumption of information, you can bet on including some formats or others in your content map.

Some of the most common formats, ordered from the most common in the Awareness phase to those of the Decision phase, are:

Posts : are the articles for the blog. They are ideal for the Awareness phase because, if they are well optimized for SEO, they position very well and get more visitors to your website. Also, most users value and consume them.
Ebooks or guides : they are downloadable content that give us added value, an extended version of a post, and are usually delivered in exchange for entering certain information in a form.
Quiz or surveys : they are tests for the user to participate and interact more with your page, and if you allow the results to be shared, this will reach a more public and has a lot of potential for viralization.
Videos : for those who prefer to consume information in visual format, this type of content is perfect for creating tutorials and other types of educational or explanatory material.
Infographics: it is another more visual way to share data and information, since its compact format allows it to be easily shared and it can become viral.
Checklists: these are lists in which one can mark tasks, ideal for simplifying processes.
Webinars: these are online sessions, live or recorded, in which an expert gives a kind of class on a specific topic.
Success stories and testimonials : typical of the Consideration phase, they are formats in which a customer shares what their purchase process was and their subsequent decision, and expresses how happy they are to have made this decision.
Comparisons : it is a very useful formula to compare products, services, tools, etc. and save a lot of research work to the user. It is usually offered in a downloadable guide or on an open page, where it is essential to be objective and use easily verifiable criteria so that the user can assess which is the best solution for him.
Demos, trials and consultancies : typical of the Decision phase, these formats allow the user to better understand the product through demonstrations, free trials or specific consultancies.
FAQ: finally, the frequently asked questions pages are also a fundamental element of the Decision phase, as they anticipate the user’s needs and resolve doubts that may be crucial in their decision process.
Now that you know what content mapping is and in what formats it is usually found, it is time to apply it to your business! It is essential that in any content marketing action you build a good strategy as a basis , and for this you must invest time in creating tools like this.

Remember that, after all, a content map is more or less like a road map : if you know where you want to go, why not use it to play it safe? If not, you may get lost, start walking around and take much longer to reach your destination … Content mapping, on the other hand, ensures that every effort will be rewarded because the content you have created will be adapted to what needs your audience .

If you’ve used content mapping in a content strategy recently… Come on and tell me how it went in the comments section!

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