A content map is the pictorial structure of the content organization for particular website content. It gives a detailed insight into your content plan so that you can organize your content into different clusters.
How to Use Content Mapping?
There are several steps you need to attain while content mapping like searching and analyzing your audience, structuring the content to target them, sorting the content according to the customer’s requirement under different phases of buying life cycle and finally convincing the customer to buy your product/service.
In this blog, I am going to explain the following topics for content mapping and its strategies.
Let us discuss the content mapping and its effective techniques to build up a content plan which has a greater impact on Google Rankings. This will not only generate traffic to your site but also help you reach a higher conversion rate.
What is Content Mapping?
Content mapping is the structure of your website content which has been created by keeping in mind your buyer’s journey from start to end. Basically, it is a plan of content marketing that creates awareness, interest and finally conversion on your website about your brand.
Joining the pieces of website content map in such a way that your targeted audience will have a great influence on your brand and it leads to conversion. Creating this kind of website content map structure and joining those contents with each other which will make the path of buyer easy and this process is known as content mapping.
Content Mapping Helps You :
To structure your content in the right way to target the right person at the right time.
Why is Content Mapping Needed?
Content mapping is totally meant to do the purchase easier for your customers. It’s a standard way to organize your content.
Often it is found that people write lots of content on the site, which may not be useful altogether to the required query.
Content mapping helps you to set the goals properly per page and helps to serve the purpose with quality and relevance.
It is a great way to plan your content strategy which will give you the best results out of the content.
What are the benefits of website Content mapping?
It helps you to understand the customer. As content mapping is the organized structure of your content, you can easily address the problem of your customers. You can target the right customers at the right time in the right place.
It allows you to update particular content from time to time. A structured way of the content can easily be tracked and updated periodically. You can easily add or remove your brand images whenever and wherever required.
It allows you to get 100% results from your content. Creating content with the goal and reaching out to your customers with relevance and quality is a crucial task. But through content mapping, it can be achieved easily.
Content mapping paves a certain way for the buyer and constructs a clear roadway to purchase funnel.
Content mapping is a core part of content marketing. While planning for website content, you need to outline the following things.
How To create a strategic Content map?
Till now, we have discussed why content mapping is important in SEO to get the ranking. Now we will see how to plan a strategic content plan which will give you the exact results that you are looking for.
1.Target Audience Research :
Targeting the right audience is key. Once you understand your buyer or audience, half the battle is done. Understanding your audience, their geolocation, gender, pain points and finally what they are searching for and how they are landed on your site is important. Read more in my blog In-Depth Audience Research about the techniques to find out the right audience and target them.
A buyer persona gives you details about your audience, their taste, purchasing habits, gender, occupation, geolocation, etc.
It gives a thorough insight into the characteristics of ideal buyers.
Demographics, Occupation, their goals, challenges they face, Which sources they are using to purchase things, their buying habits like whether they buy online or in-store.
This data helps you to target the right audience and ultimately map your content.
2.Understanding the Buyer Journey:
This is again an important thing which helps you to create a content map in marketing.
Analyze at what stage the buyer is getting more engaged.
What is the bounce rate for each page? What exactly the buyer is looking for, their tendency or their buying habits.
Customer Action: How the customer reached your brand. ( via an internet search or via store visit)
Customer Questions and Thoughts: What a customer is thinking while buying a product ( is he thinking about cost or the purpose solution or he is comparing the brands)
Branded TouchPoints: A customer can visit the brand via many channels. Like, Calling customer care, store visit or direct site visit or by seen advertisements over any of social channels.
Brand Opportunities: By collecting the above data you, can analyze the thoughts, questions, and the requirement of the customer and find the opportunities for the marketing of your brand.
Documenting all this data from time to time is important in content mapping. This data analysis helps you to plan the structure of your content in a better way.
3. Analyze which content fits better for each phase of the buyer journey on the website:
Remember, each piece of content has a goal, target audience, and the traffic. You have to analyze your existing contents thoroughly and analyze which page is serving for which goal.
You can analyze which web page is working well in terms of the number of traffic and conversion rates per month. This statistical data helps you to serve your customers in a better way.
4. Make an audit report of the existing content:
This step is also as mandatory as the above steps. Ranking factors don’t start without proper On-page SEO. So analyzing your on-page optimization for your existing content is important. Maintain an excel sheet with all the data and make the required changes timely as shown in the following image.
In the above image, the blog “Benefits of Surya Namaskar” has a higher bounce rate which means that the content needs to be changed. Usage of the keywords is also 4-5% which should ideally be 2-3 %. So analyzing this kind of mistake gives you a clear idea about what you need to change in your content.
5. Try to analyze what will be the best content for every phase:
There are UX best practices that you need to consider while planning your content strategy. UX practices are nothing but the user experience while surfing through your site. It is one of the core ranking factors of Google as it decides your site’s quality of content, hence the user engagement and bounce rate. And ultimately affect your site’s ranking. Read my blog about 8 things you should know about Crafting Your Content Plan.
Planning the right type of content.
Writing effective content that will be informative as well as serving the user’s needs.
Dividing the contents into Pillar content and Cluster content
Deciding the content’s conversion point
Dividing your content into three measure phases like Awareness, Engagement, and Conversion.
6. Finally, map those contents in such a way that it creates a sharp impact on the buyer’s journey :
You have to be smart enough while planning the content in different phases as it helps the customer through the purchase funnel.
Let us see the example of a mattress.
A person wants to buy a mattress for his spine problem and he started searching on the net about the same. He landed on your site as he found it is qualitative.
This is the phase of Awareness where your customer found it worth to read because of effective content on the home page.
The second phase is Engagement. This page of-course mapped with the Awareness page at the proper place where users want to dig more about your brand. On the awareness page, users found there are different mattresses available for different problems. So he clicked on the link An effective Mattress for Spine Problem and landed on the page where all the problems related to the spine and images of the related mattresses and which can be considered as an Engagement phase.
Now a user has almost made up his mind to purchase a mattress as he is convinced with the content explained on the Engagement page. Here at the last phase i.e. on the conversion page, if you give some attractive discounts or offers, the user will surely buy that mattress.
Clearly, this example is explaining that you have to analyze your content closely and distribute it wisely among different phases.
Hope this information has given valuable inputs to create your content map.