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.
Alustame.
Mis on sisukaart?
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.
Oleme loonud uue tasuta malliressursi, et aidata teil ajurünnakut teha ja sisuideid kaardistada sihtrühma konkreetsetele segmentidele. Content Mapping Template: Using Buyer Personas & Lifecycle Stages to Create Targeted Content.
Laadige kohe alla oma tasuta mall
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.
Mis on sisu kaardistamine?
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.
Sisu kaardistamise eesmärk on sihtida sisu vastavalt:
Let’s go over these two qualities right now.
Ostjapersoonad
Ostja isikud on teie ideaalsete klientide väljamõeldud, üldistatud esitused. Need aitavad teil oma kliente (ja potentsiaalseid kliente) paremini mõista ning hõlbustavad sisu kohandamist erinevate rühmade konkreetsetele vajadustele, käitumisele ja muredele.
. tugevaimad ostjad 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! Vajadusel saate alati hiljem rohkem isikuid välja töötada.
Elutsükli etapid
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 Sisu kaardistamise mall, 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.
- Kaalutlus: In the consideration stage, a person has clearly defined and given a name to their problem or opportunity.
- otsus: 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.
Veebisaidi sisu kaardistamine
Veebisaidi sisu kaardistamine on protsess, mille käigus kavandatakse saidil avaldatavad lehed, ajaveebipostitused ja pakkumised ning tehakse kindlaks, milliseid ostjaid neid lehti ja postitusi esitatakse. Veebisaidi sisu kaardistamine tuvastab ka, millised lehed ja postitused käsitlevad erinevaid elutsükli etappe.
Veebisaidi sisu kaardistamine on selle põhielement veebisaidi isikupärastamine. Sisuliselt loote erinevaid lehti, postitusi ja pakkumisi, mis on suunatud erinevatele ostjatele ostja teekonna eri punktides.
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.
Sisu kaardistamise mall
Laadige kohe alla oma tasuta mall
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.
Malli abil saate:
- Siit saate teada, kuidas mõista ostja isikuid ja elutsükli etappe.
- Tuvastage probleemid ja võimalused, millega teie publik abi vajab.
- Tehke ajurünnak sihitud sisuideede, mis hõlmavad isikuid ja elutsükli etappe.
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?
Sisu kaardistamise tööriistad
Sisu kaardistamine võib tunduda keeruline ülesanne, mis nõuab väga spetsiifilist tarkvara. See pole tõsi – selleks on vaja lihtsaid äritööriistu, mida võib-olla juba igapäevaselt kasutate.
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'i
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.
hinnapoliitika: Tasuta
2. Lucidchart
Kui oled rohkem visuaalne inimene, siis a vooskeemi tööriist 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.
hinnapoliitika: 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.
hinnapoliitika: Tasuta
4. Turunduskeskus
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 turunduse automatiseerimise tööriist. Marking Hub comes bundled with everything you need to create a personalized experience for your leads and prospects, such as e-turunduse tööriistad. It’ll help you execute your content map once it’s ready for deployment.
hinnapoliitika: $0/month (Free); $45/month (Starter); $800/month (Professional); $3,200/month (Enterprise)
5. CMS-keskus
Sisuhaldussüsteem on tõenäoliselt teie sisu kaardistamise jaoks kõige olulisem tööriist. CMS võimaldab teil avaldada isikupärastatud sisu, mis on suunatud saidi erinevatele külastajatele – arvasite ära – ostja teekonna erinevatel etappidel.
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.
hinnapoliitika: $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 …
Nõuanded sisu kaardistamise professionaalidelt
1. Harige oma publikut.
“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 (äritreener ja konsultant, Turundusdünaamika ärilahendused)
2. Andke oma potentsiaalsetele klientidele vajalik teave enne, kui nad seda küsivad.
„Sisu kaardistamise abil saate anda potentsiaalsetele klientidele teavet, mida nad küsivad, enne kui nad seda küsivad. Ostja isikud ja elutsükli etapid võimaldavad teil olla mängust sammu võrra ees, kaardistades oma potentsiaalse kliendi järgmised sammud ja edastades neile sisu mitmel erineval viisil.
Loome liitumisprotsessi osana ostjaisikuid ja kõik, mida teeme sisupakkumisest igapäevaste säutsudeni, keskendub sellele dokumendile. Samuti küsime endalt alati: "Kas ettevõtte omanik Bob avaks selle meili, klõpsaks sellel säutsul või laadiks selle pakkumise alla?""
- Laura Hogan (asutaja, Digitaalse atlase turundus)
3. Pakkuge erinevatele isikutele erinevad konversiooniteed.
„Oma saidi külastajate jaoks sisu kaardistamisel on oluline meeles pidada, et ostuotsuste tegemisel (BOFU konversioonid, eriti B2B ja kõrge hinnaga kaupade puhul), leidub inimesi, kes eelistavad rääkida kellegagi oma tingimustel. selle asemel, et täita konsultatsioonivormi. Kui mõistate, kuidas neil on otsuste tegemisel kõige mugavam olla, võib see aidata teil mõista, millised teisenduspunktid on selle isiku jaoks kõige asjakohasemad ja edukamad.
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 (operatsioonidirektor, Tulu River Marketing)
4. Looge konkreetne sisu, mis köidab konkreetseid isikuid.
„Sisu loomisel on ostjaisikute ja elutsükli etappide kaardistamine äärmiselt oluline. Ostjaisikute osas on lihtne näha, et turundusdirektoril on tegevjuhiga võrreldes erinevad küsimused, teabevajadused ja huvid. Mõlemad isikud võivad otsida teie toodet või teenust, kuid nad otsivad erinevaid teemasid. Luues sisu, mis meeldib igale vaatajaskonnale, saate selle konkreetse vaatajaskonna meelitada tõhusamalt.
Samamoodi võib iga teie isik olla ostuprotsessi erinevas etapis, seega on oluline läbi mõelda ja luua sisu, mis meeldib inimesele, kes otsib põhiteavet, näiteks e-raamatut, või konkreetset teavet, nagu hinnajuhend või juhtumiuuring.
Üks näpunäide, mida ma soovitaksin kõigile, kellel on üsna erinevad isiksused, oleks pühendada igale vaatajaskonnale terve saidi osa. Nii, kui tõmbate oma vaatajaskonda, suunatakse kogu sisu neile.
Võtsime selle kontseptsiooni kasutusele ja läksime sammu edasi, luues igale vertikaalsele turule ainulaadsed kaubamärgid. Igal kaubamärgil on oma veebisaidi jaotis, oma ajaveebi sisu ja oma esmaklassiline sisu (allalaaditavad pakkumised). See on tõesti aidanud meil külastajaid kiiremini meelitada ja konverteerida, sest kogu sisu on selle isiku jaoks asjakohasem.
- Spencer Powell (Tegevjuht, Ehitaja lehter)
4. Tõmmake sisuteemad oma müügiprotsessist välja.
„Võttes sisu loomisel arvesse ostja ja ostmise etappi, võite olla kindel, et kujundate sisu, mis aitab neil ostuprotsessis liikuda.
Lisaks sisu kaardistamisele ostja profiili ja ostuetapiga tõmbame regulaarselt teemasid müügiprotsessist. Seejärel pakume sisu hilisemates müügikõnedes. See aitab meil hinnata mitte ainult sisu asjakohasust, vaid ka ostja huvi. Julgustame kliente sama tegema.
- Diona Kidd (Juhtiv partner, Teadma)
Sisu kaardistamine on teie ettevõtte kasvu võti
Õige sisu õigel ajal edastamine võib teie ettevõtte kasvuga imesid teha. Täidates potentsiaalsete klientide vajadusi nende isikust ja elutsükli etapist lähtuvalt, rõõmustate neid igal sammul, suurendades oma võimalusi võita püsiklienti ja muuta ta brändievangelistiks.
Toimetaja märkus: see postitus avaldati algselt 2014. aasta märtsis ja seda on täpsuse ja terviklikkuse huvides ajakohastatud.
Source: https://blog.hubspot.com/marketing/content-mapping-template-personalize-marketing
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