Content mapping could provide fantastic results and should be a part of every marketer’s playbook. Note that content mapping is not just for potential customers; existing customers could also benefit from targeted content that improves their experience.
To give you a better idea of the benefits of social media content mapping, go through the following list:
- Better Understanding Of Customers
The fundamental goal before starting a business is to understand the needs of the customers. Since mapping requires careful analysis of each customer segment, you have a clearer understanding of each customer segment. Once you know your customers, you can deliver the content that could benefit them better.
- Content Centralization
Once you start content mapping, you can avoid creating unnecessary content by having a central content library. You can audit and catalog your content whenever you want and quickly upgrade content to reflect new changes to the product lineup. This makes the content more beneficial for the customers.
- Purposeful Content
Content mapping forces you to think about what value you wish to deliver to your customers. This analysis allows you to discover the purpose of each content piece. Remember, with content, quality is more important than quantity.
Content mapping helps you create purposeful and relevant content by utilizing the knowledge of the requirements of your audience.
- Streamline Customer Journey
Customer journey is all about guiding the lead through carefully planned stages to convert them into paying customers.
With the help of social media content mapping, you can tag each content piece to a specific stage of the customer journey. This allows you better control over the progress of a lead and how you can influence their decision in the upcoming steps.
- Better Sales
Sales are what marketers work for!
Content mapping is a powerful tool for influencing the buy decision and improving each sale’s quality. Since you have a good understanding of what the customers need, you can fine-tune your pitch at each milestone to make sure the lead reaches the end of the funnel. They are ready to buy your products or services.
Steps In Social Media Content Mapping
Social Media Content Mapping is a simple matter of collecting what the customers are talking about, creating content that addresses their points, and then making sure that the right content piece is delivered at the right point.
Before doing anything, list down all the topics and themes that apply to your industry. Next, start competitor research on the type of content the competitors have produced around these themes. This should give a good baseline for your efforts.
Start with Buyer Persona
Create your buyers’ personas to know more about your buyers’ preferences and understanding. These personas are in-depth fictional representations of your customers. These profiles are a great help in modifying your content to fit the customers’ requirements.
You can create these personas by dividing your potential buyers into groups. Now give names to each persona. Each has a specific gender, personality, age, preferences, and a problem they are trying to solve by choosing your company and products.
Next, Map Out Their Journey
Once you have the personas, the next step is to map out the customer journey of each persona. For this, you need to list down all the questions the persona could ask about your product at several stages, from initial consideration to the final buy decision. A good way of making sure that all questions are answered is to walk the persona through the sales funnel.
Finally, Create the Content
Now that you have the questions, it is time to create content that answers those questions. Start with creating a catalog document that records all details such as the title, URL, type, and category. This document should also tag all content pieces to a specific stage of the customer journey.
Each content piece should tackle one or more questions with proper answers to the questions the persona has about your product.
During the process, you might discover gaps in your marketing plan that help you optimize the social media marketing funnels and related marketing collateral.
Organize Your Social Media Content
Managing your social accounts, following the trend, staying up to date with the new upgrades and changes, posting daily stuff on social media, replying to the queries while handling other business queries is akin to herding cats. You need to spend hours staring at your computer screen to organize your affairs.
You need a set of tools to handle all these tasks. An excellent place to start is a social media content calendar that simplifies managing social media accounts.
With your content ready to go, you need to organize it to have at least several content pieces aligned for each campaign milestone. Here, a social media content calendar helps you manage things through a single dashboard.
Map Your Social Media Campaign
Social media campaigns are either individual or connected events that promote your business and services and bring visitors to specific business landing pages.
Planning and mapping social media marketing campaigns require extensive brainstorming to develop creative ideas that distinguish your brand from the competition. Note that all pictures should make sure that the core objective (traffic and sales) is achieved.
Once you have jotted down all the ideas, the next step is completing the execution of the campaign and the tracking KPI.
Schedule your Posts
The last step is the actual execution of the campaigns. This requires drafting and scheduling of the posts. Social media scheduling tools can significantly simplify this step by taking over the hassles of the process. These tools offer an integrated approach to drafting, scheduling, and publishing posts from a single platform. This saves you a lot of time that you can dedicate to streamlining campaigns and analyzing the impact.
Content mapping is not about building a company; it is more like understanding your customers and doing what they ask you for. Earning customer’s trust and building a solid connection is a win. Your relation must not be like ‘a buyer and a customer.’ Make your customers feel as if they are the only ones you’re working for. Once you follow your customers’ preferences, solve their problems. Be there in the time of need. They will trust you and your company to the fullest, and in return, you will win their loyalty, support, and above all, their business! What else do you want?
Last, it depends on you how you use content mapping. You can simply promote your content on your accounts on social media. Or you can do proper content mapping where you can listen to your customer’s needs and fulfill them by generating the content they want.
You can convert your visitors into your loyal customers by working on your content mapping skills!
Happy Content Mapping!