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Most digital marketers understand today that it is content and content alone that drives a good online strategy. But this does not mean that any content will do. The content a marketer produces must be completely aligned with the specific needs and requirements of his customers. Many companies make the mistake of not investing enough time and resources to figure out what their customers really want to read about and how these preferences change over time. This is precisely why companies end up doing content marketing with virtually no Return on Investment (RoI). This is where content mapping comes in.
What is content mapping?
Simply put, content mapping is a marketing strategy that tailors the content completely on user intent. By ‘mapping’, your content production and distribution can be aligned to your audience at each and every stage of the customer journey.
Why should digital marketing companies in Bangalore use content mapping?
Content mapping serves several purposes. It not only improves the website’s SEO but also makes your digital marketing more efficient and focussed. Taking a customer journey-based approach ensures that your content strategy is more engaging to the right buyers at the right time, thus adding leads to your sales funnel and increasing conversion rates.
Today, there is a glut of content online and no matter the size of your business, there are limitations on time and resources to grow your customer base. Just great content won’t do. The users are already spammed with great as well as mediocre content all the time. This means, every content you produce must be relevant and valuable to your audience. By mapping your content, you can obtain insights on your marketing strategy. This way, every piece of content will support the customer on his journey and visual mapping will greatly refine the workflow.
Tips for content mapping
A business can employ different models of content mapping depending on the amount of detail one requires and the level of mapping the business needs. For instance, a bird’s eye visualisation strategy will help you understand the type of content and the technology required to execute it. This usually includes:
- Understanding the customer journey: This usually means taking up a buying stages model that considers the characteristics of your business, target customers and the market landscape.
- Planning content: At this stage, the marketer utilizes the mapping of the customer journey to develop monthly and quarterly content plans to align with changing business landscapes and marketing goals.
- Mapping content distribution: This is an important part of content mapping. With this move, you can align multi-channel content distribution with your strategy to engage your audience across several stages of their journey.
- Working within specific channels: A solid marketing strategy depends on how well content provided can deal with triggers within specific channels and how smoothly this interaction can cascade throughout the customer journey. Such a roadmap will provide the marketer with both an overview of the content campaign as well as a clear understanding of the inner workings.