Content mapping allows you to deliver highly targeted, personalized content at every stage of the buyer’s journey, pushing leads and prospects toward a purchase decision. In this post, we’ll go over what a content map is and how you can start content mapping for your brand.
Lad os komme igang.
Hvad er et indholdskort?
A content map is a plan to deliver the right content, to the right people, at the right time. Content mapping takes into account the characteristics of the person who will be consuming the content and their lifecycle stage.
Why are content maps important?
Creating a content map is important because it personalizes your audience’s experience with your brand. They’re not receiving a one-messaging-fits-all offer or email. Instead, they get content that speaks to them at the right moment.
The idea of a content map may seem new, but it’s not. Marketers hear it all the time: The content you create needs to be personalized. It needs to be aligned with the wants and needs of your customers (and prospective customers). It needs to resonate with them. It needs to feel like it was created just for them.
On its surface, this sounds like great advice. Personalization, giving people content that they’re actually interested in … it makes perfect sense. But coming up with the actual topics that make for a highly targeted content strategy isn’t that easy.
For at hjælpe dig med at brainstorme og kortlægge indholdsideer til målretning mod specifikke segmenter af dit publikum, har vi oprettet en ny gratis skabelonressource: Content Mapping Template: Using Buyer Personas & Lifecycle Stages to Create Targeted Content.
Download din gratis skabelon nu
I’ll talk more about how you can use this template in a bit. But first, let’s take a look at how this whole “content mapping” business works.
And when you have this concept down, you’ll want to check out HubSpot Academy’s free content marketing training resource page to learn how to map a content strategy for your business.
Hvad er indholdskortlægning?
Content mapping is the process of creating content that addresses buyers at different stages of the customer lifecycle. Each piece within a content map is designed to meet the needs of the buyer at a certain point in their journey — with the ultimate goal of driving them toward a purchase decision.
Content mapping supports the customer journey and creates a more cohesive, personalized customer experience.
When it comes to content, one size rarely fits all. To ensure that your company’s content is effective at generating and nurturing leads, you need to deliver the right content, to the right people, at the right time. Content mapping is the process of doing just that.
Med content mapping er målet at målrette indhold i henhold til:
Let’s go over these two qualities right now.
Køberpersoner
Køberpersonaer er fiktive, generaliserede repræsentationer af dine ideelle kunder. De hjælper dig med at forstå dine kunder (og potentielle kunder) bedre og gør det nemmere for dig at skræddersy indhold til forskellige gruppers specifikke behov, adfærd og bekymringer.
stærkeste køberpersonas are based on market research as well as on insights you gather from your actual customer base (through surveys, interviews, etc.). Depending on your business, you could have as few as one or two personas, or dozens. If you’re just getting started with personas, don’t go crazy! Du kan altid udvikle flere personas senere, hvis det er nødvendigt.
Livscyklusfaser
The buyer persona you target with your content is just one half of the content mapping equation. In addition to knowing who someone is, you need to know where they are in the buying cycle (i.e. how close they are to making a purchase). This location in the buying cycle is known as a lifecycle stage.
For the purposes of our Indholdskortlægningsskabelon, we’re divvying up the buying cycle into three lifecycle stages: Awareness, Consideration, & Decision.
- Awareness: In the awareness stage, a person has realized and expressed symptoms of a potential problem or opportunity.
- Betragtning: In the consideration stage, a person has clearly defined and given a name to their problem or opportunity.
- Beslutning: In the decision stage, a person has defined their solution strategy, method, or approach.
By combining buyer personas with lifecycle stages, you can really hone in on specific segments of your audience and tailor content to resonate with each of those segments.
As you get more acquainted with content mapping, you’ll want to consider website content mapping as well.
Kortlægning af webstedsindhold
Kortlægning af webstedsindhold er processen med at planlægge de sider, blogindlæg og tilbud, du vil offentliggøre på dit websted, og identificere, hvilke købere disse sider og indlæg vil tjene. Kortlægning af webstedsindhold identificerer også, hvilke sider og indlæg der adresserer forskellige livscyklusstadier.
Kortlægning af webstedsindhold er et nøgleelement i hjemmeside personalisering. I bund og grund vil du oprette forskellige sider, indlæg og tilbud for at henvende dig til forskellige købere på forskellige tidspunkter i køberens rejse.
But before you can write all of that content, the content map comes first. Luckily, you don’t have to create one from scratch.
With the right content mapping template, you can get create a content map that resonates with your audience.
Indholdskortlægningsskabelon
Download din gratis skabelon nu
To help you create a content map for your own team, we’ve created a downloadable content mapping template. The template includes an introduction to content mapping, a crash course on buyer personas and lifecycle stages, a content mapping template (plus examples), and bonus buyer persona templates.
Med skabelonen vil du:
- Lær, hvordan du forstår købers personas og livscyklusstadier.
- Identificer problemer og muligheder, som dit publikum har brug for hjælp til.
- Brainstorm meget målrettede indholdsideer, der inkorporerer personas og livscyklusstadier.
This template is available in both Google Docs and Microsoft Word.
Whether you want to download our content mapping template or create your own, let’s dive into the structure of a content mapping template.
HubSpot Content Mapping Template: How to Use
In our content mapping template, we created a simple grid system. The buyer persona (and a key problem or opportunity that persona is struggling with) is at the start of the grid. As you move from left to right, you’re effectively moving down the funnel.
Here’s how to fill out each of the sections in the template.
Awareness Stage Content
Your awareness stage content should target the top of the funnel (TOFU). People in this segment are just becoming aware that they have a problem. At this stage, don’t try to beat them over the head with product-focused content. Instead, think of how your content can help people become more informed about the problem in general, and you’ll (hopefully) find that they continue moving down your funnel as they search for solutions.
Consideration Stage Content
Your consideration stage content, in comparison, can more explicitly mention how your product or service could potentially solve a problem. Keep in mind, however, that at this point in the buying cycle, people are still evaluating their options. So while case studies and demo videos are fine, save your more sales-focused content (estimates, free trials, etc.) for the next stage.
Decision Stage Content
At the decision stage of the game, you can really lean into marketing your products or services. If someone has reached this stage, they’ve already identified a problem and a solution, and are now getting ready to pull the proverbial trigger. You can begin to send more “salesy” emails and offers that push the buyer toward a purchase decision.
Unsure of what this all can look like when put together? Let’s take a look at an example below.
Content Mapping Example
You now know what content mapping is, and you have the template you need to get started. What type of tools can you use to start content mapping?
Værktøjer til indholdskortlægning
Indholdskortlægning kan virke som en vanskelig opgave, der kræver højt specialiseret software. Det er ikke sandt – det kræver simple forretningsværktøjer, som du måske allerede bruger i din dagligdag.
We’ll start with the most basic tools you need to start content mapping, such as word processors and visualization tools. Then we’ll move into the tools that will get you the data that you need to address different buyers, such as a CRM.
1. Google Docs
First up in your content mapping tech stack is your preferred word processor. This is where you’ll outline your content map and write out the actual content once it’s time to create it. We highly recommend Google Docs because it makes it easier to share work across your team, and you never have to worry about backing up your content map.
Priser: Gratis
2. Lucidchart
Hvis du er mere en visuel person, så en flowchart værktøj is a must. Also, if you’d prefer to create an actual content map — with lines and diagrams — then you need a more sophisticated tool than Microsoft Paint (and Microsoft Paint is great, but it may not be what you need). Lucidchart’s flowchart maker is a top-of-the-line tool that also allows you to connect different apps and services. Like Google Docs, it allows you to work collaboratively.
Priser: Free; $7.95/month (Individual); $9/month (Team); Custom (Enterprise)
3. HubSpot
HubSpot’s CRM is the one tool you need to compile all of your data from current and prospective customers. You’ll have access to names, emails, prior engagements, and website visits all in one intuitive place. HubSpot will allow you to discern different lifecycle stages and pinpoint commonalities between customers who are ready to purchase — and customers who are not. As such, you’ll be able to make data-driven decisions as you create your content map.
Priser: Gratis
4. Marketing hub
Once you have access to the customer data that you need, it’s time to write the content and distribute it. For that, you need a marketing automatiseringsværktøj. Marking Hub comes bundled with everything you need to create a personalized experience for your leads and prospects, such as e-mail marketing værktøjer. It’ll help you execute your content map once it’s ready for deployment.
Priser: $0/month (Free); $45/month (Starter); $800/month (Professional); $3,200/month (Enterprise)
5. CMS hub
Et content management system er nok det vigtigste værktøj til din content mapping indsats. Et CMS giver dig mulighed for at udgive personligt indhold, der er målrettet mod forskellige besøgende på - du gættede det - forskellige stadier af køberens rejse.
CMS Hub is fully integrated with HubSpot’s CRM platform and Marketing Hub, allowing you to create a seamless experience for your customers as they receive the content you’ve designed for them. It will help you execute your content map flawlessly. Even more importantly, with CMS Hub, you can continue testing and re-testing your content for better results.
Priser: $23/month (Starter); $360/month (Professional); $1,200/month (Enterprise)
Not quite convinced that content mapping is worth it? Let’s hear from some marketers who are actually doing this stuff …
Indholdskortlægningstips fra professionelle
1. Uddan dit publikum.
“We all have to create compelling content to attract our ideal clients, build an active and engaged audience, and get daily sales. Spend time building your audience by educating them and engaging with them. No one has built a business by posting the same image or type of image everyday on socials and not having convoys with their audience. It is not just about showing up, but doing so with intention so you can attract your ideal clients who will buy from you.”
- Adanna Austin (Erhvervscoach og konsulent, Marketing Dynamics Business Solutions)
2. Giv dine kundeemner de oplysninger, de har brug for, før de beder om det.
"Med content mapping kan du give dine kundeemner den information, de beder om, før de overhovedet beder om det. Køber-personas og livscyklusstadier giver dig mulighed for at være et skridt foran spillet ved at kortlægge, hvad dit kundeemners næste skridt er og levere dem indholdet fra adskillige forskellige veje.
Vi opretter køberpersonas som en del af vores onboarding-proces, og alt, hvad vi gør fra indholdstilbud til daglige tweets, er centreret omkring det dokument. Vi spørger også altid os selv, 'Ville virksomhedsejer Bob åbne denne e-mail, klikke på dette tweet eller downloade dette tilbud?'
- Laura Hogan (Grundlægger, Digital Atlas Marketing)
3. Angiv forskellige konverteringsstier for forskellige personas.
"Når du kortlægger indhold til dit websteds besøgende, er det vigtigt at huske, at når det kommer til købsbeslutninger (BOFU-konverteringer, især for B2B og dyre varer), er der nogle personas derude, som hellere vil tale med nogen på deres præmisser i stedet for at udfylde en formular til en konsultation. At forstå, hvordan de er mest komfortable, når det kommer til at træffe beslutninger, kan hjælpe dig med at forstå, hvilke konverteringspunkter der vil være de mest relevante og succesrige for den person.
Optimizing your site pages (landing and thank you pages, as well), TOFU & MOFU offers, and workflows with direct contact information (phone #, email, etc.) is a great way to ensure that visitors, prospects and leads who may shy away from form submissions still have readily available, alternate means of converting.”
- Marc Herschberger (driftsdirektør, Revenue River Marketing)
4. Skab specifikt indhold, der appellerer til bestemte personer.
"At kortlægge køberpersonas og livscyklusstadier er ekstremt vigtigt, når man skaber indhold. Med hensyn til køberpersonas er det let at se, at en marketingdirektør vil have andre spørgsmål, informationsbehov og interesser sammenlignet med en administrerende direktør. Begge disse personaer søger muligvis efter dit produkt eller din tjeneste, men de leder efter forskellige emner. Ved at skabe indhold, der appellerer til hver enkelt målgruppe, kan du være mere effektiv til at tiltrække den specifikke målgruppe.
På samme måde kan hver person af dig være i en anden fase af købsprocessen, så det er vigtigt at tænke igennem og skabe indhold, der appellerer til en person, der leder efter grundlæggende information på højt niveau, såsom en e-bog, såvel som specifikke oplysninger som en prisvejledning eller casestudie.
Et tip, jeg vil foreslå for alle med ret forskellige personligheder, ville være at dedikere en hel sektion af dit websted til hver målgruppe. På den måde, når du trækker dit publikum ind, er alt indhold rettet mod dem.
Vi tog faktisk dette koncept og gik et skridt videre ved at skabe unikke mærker for hvert af vores vertikale markeder. Hvert mærke har sin egen sektion af hjemmesiden, sit eget blogindhold og sit eget premium-indhold (tilbud, der kan downloades). Det har virkelig hjulpet os med at tiltrække og konvertere besøgende til en højere hastighed, fordi alt indhold er mere relevant for denne persona."
- Spencer Powell (Administrerende direktør, Byggertragt)
4. Træk indholdsemner fra din salgsproces.
"Ved at tage køber- og købsstadiet i betragtning, når du opretter indhold, kan du være sikker på, at du designer indhold for at hjælpe dem gennem købsprocessen.
Udover at kortlægge indhold til køberprofil og købsstadium, trækker vi løbende emner fra salgsprocessen. Så tilbyder vi indholdet i senere salgsopkald. Dette hjælper os ikke kun med at vurdere indholdets relevans, men også køberens interesse. Vi opfordrer kunderne til at gøre det samme."
- Diona Kidd (Managing Partner, Knowmad)
Indholdskortlægning er nøglen til din virksomheds vækst
At levere det rigtige indhold på det rigtige tidspunkt kan gøre underværker for din virksomheds vækst. Ved at imødekomme kundeemner' behov baseret på deres persona og livscyklusfase, glæder du dem hver gang, du øger dine chancer for at vinde en loyal kunde og forvandler dem til en brandevangelist.
Redaktørens bemærkning: Dette indlæg blev oprindeligt offentliggjort i marts 2014 og er blevet opdateret for nøjagtighed og omfattende.
Source: https://blog.hubspot.com/marketing/content-mapping-template-personalize-marketing
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