Let’s say a B2B SaaS company Topic cluster publishes 100 blog posts, but what happens if all of them are “problem awareness” content?
Users ultimately need to compare, consider, and make a decision, but without content that supports the purchasing phase, such as “case studies,” “product comparisons,” or “implementation examples,” you will end up only attracting customers without leading to conversions.
Creating a content map allows you to visualize the “target purchasing process” and “type of content required.” This allows you to make effective use of limited resources and create content from awareness to purchase.
Inventory and optimize existing content
After a few years of content marketing, you may find yourself accumulating hundreds, even thousands, of content — blog posts, white papers, videos, email marketing content, etc. — and it can be hard to know what’s good and what’s not.
If this state is left unchecked, problems will occur, such as search engines regarding the content as duplicate content, which will lower your SEO ranking, and you will continue to post outdated information even though your target needs are changing.
A content map can help you solve these problems
By using a content map, you can properly organize and optimize your existing content. After organizing, you may europe cell phone number list find that you have a lot of content for the awareness phase, but not enough content for the comparison phase. In this case, you can plan an approach to add new white papers and case studies.
When planning and producing new content
A prerequisite for successful content marketing is to deliver the most appropriate information to customers at the right use lead generation strategies correctly time. However, if you create new content without properly understanding “what kind of content is needed at which phase?”, you will not be able to deliver content that moves customers through the purchasing process.
For example, you might think, “There’s a lot of
SEO content, so let’s create a white paper,” and allocate internal resources to create it, only to find that it doesn’t actually lead to b2c fax more leads and the number of downloads doesn’t increase.
The reason for this was that they had not
Clarified in advance! where in the! target’s! purchasing process! the white! paper would! fit in. In other words! they had not ! adequately designed! what kind ! of content ! they should create for whom, at what stage.
When planning and creating new content, make sure to use a “content map” to create content in a planned manner that is aligned with the needs and purchasing process of your target users.