Leverage content maps to offer relevant and intent-specific content

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 19, 2021, 5:05 PM UTC

Content mapping can help brands effectively focus on creating customer personas and offering relevant content.

The first step in creating a content map is to determine the end goal that the content marketing strategy aims to achieve. This goal can range from providing value to the target audience to fulfilling a business-related purpose.

Gather data like age, education, income, personality traits and pain points to create personas of the brand’s ideal readers and customers. Analyse the data to understand audience interests, commonalities, behavioural patterns of the target audience.

After understanding consumers well, brands need to draw a narrative around why they want audiences to know about the brand story and how exactly brand content aims at influencing them. Consider factors like consumer emotion, thoughts, touchpoints and find out the content aligns with such factors. Start with broader themes and develop topic clusters that keep readers invested. Use tools like Marketing Calendar and SurveyMonkey to effectively map content and create relevant, engaging content.

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