- In this video, I'm gonna let you guys in
on all the content mapping secrets
that you need to know about right now.
If you have no idea what a content map is,
it's a plan to deliver the right content,
to the right people, at the right time.
Content mapping is the process of creating a content plan
that addresses buyers at different stages
of the customer life cycle.
It helps you create content
that not only supports the customer's journey
but also creates a more personalized customer experience.
If people will go to your website
it's not always realistic to assume
that they'll be ready to make a purchase.
So the ultimate goal with content mapping is to drive buyers
towards a purchase decision.
In order to create a successful content map,
you first need to identify who your target audience is.
This will help you understand their interests,
needs and concerns that you can plan around.
Once you've done this,
you can then create your buyer personas.
Some things to consider when creating these are
their shopping habits, goals and values, pain points,
and of course demographic info like age, gender,
location, et cetera.
Since this is a lot of information that you'll need to have,
I highly suggest you organize it all in one place.
And lucky for you guys,
I have a link in the description box down below
to HubSpot's free content mapping template
and it's already been made.
All you have to do is plug in the information.
So let me show you guys how helpful this template
will be when creating your content mapping strategy.
Once you download it,
you'll see that you have five different templates.
So I'm going to open up the content mapping one.
You'll see that the first three pages
you can enter in information for
three different buyer personas.
Under each persona, you can fill out their background
and demographics, identifiers, goals, challenges
and common objections.
And as you can see, the template is filled in
with questions that you can answer as you fill this out.
I love that we have these questions in here
because if this is your first time content mapping,
it's super helpful having these questions as a guide.
Once you fill in all your buyer personas information,
we can scroll down to the next three pages
which are where you can enter in content ideas
for each life cycle.
So under persona one, you'll enter in the name
and then the problem that the persona needs help with.
Make sure you write down the needs and goals of persona one
so that it's right here in front of you
as you brainstorm content ideas for each life cycle.
The first life cycle is the awareness stage.
And the awareness stage a person has realized
and expressed symptoms of a potential problem
or opportunity.
When you're creating content for this stage,
it's best to brainstorm ideas of how the content
will help people become more informed
about the problem in general.
Some content ideas that you can do in this stage
are things like creating eBooks,
how to guides, infographics, and checklists.
You wanna make sure that you're providing value
to your audience in this first stage
before going into the consideration stage.
The consideration stage is where a person has
clearly defined and given a name to their problem
or opportunity and is looking for a solution.
So at this point, you've provided your audience
with enough information
and now is when you position your product
as a solution to their problem.
This is the stage where you do shameless plugs.
If I was brainstorming content ideas here,
I'd write down, create a landing page, a how-to guide
before and afters and video content
to show a product or service in action.
At this point, the goal of your content is to give
your audience an in-depth understanding
of how your solution will help them.
But don't be too salesy, really focus on the benefits
and less on the product features.
When done right, this works really well
especially for product related content.
From here, we can go on to the last stage
and that is the decision stage.
If a person has made it to this stage,
then they've identified their problem, a solution,
and now they're ready to pull the trigger
towards a purchase decision.
You want to ask yourself what kind of content
will help people to make a purchase?
Some great and effective content ideas
are things like customer testimonials, success stories
and case studies.
Content like this not only continues to build trust
but it will keep the purchase moving forward
as they see other customers' opinions on your products.
Once you finish filling these sections in,
you can repeat this in the template
for the rest of your personas.
By organizing all your information in this template,
you'll be able to track your content's performance
and make changes when necessary to reach your goals faster.
Delivering the right content at the right time
can do wonders for your brand
and that's why content mapping is so important
if you want to see growth.
Make sure download this free template.
I'll have it linked down below.
And if you guys have any questions,
don't forget to leave us a comment.
Thank you guys so much for watching
and I'll see you next time, bye.
(upbeat music)
- I can find this client info.
- Have you heard of HubSpot?
HubSpot is a CRM platform.
So it shares its data across every application.
Every team can stay aligned.
No out sync spreadsheets or dual databases.
HubSpot, grow better.
(upbeat music)