Content Mapping: The Best Way to Create the Right Content for the Right Customers - Carney
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Content Mapping: The Best Way to Create the Right Content for the Right Customers

Content is too easily lost without a solid strategy backing it up. Not every fish will take the same bait, and your audience is no different.

People are in various buying stages and they should be met right where they are. Doing this will help you lead them where you want them. Helping us out today is CoSchedule with the best way to create the right content for the right customers.

Step One: Develop a Buyer Persona. This one comes up all the time because it’s so crucial. You must know who your target customer is before targeting them with your content. You probably wouldn’t gift someone gardening tools if they don’t have a garden.

Ensure you know who they are, then offer something of value. Ask yourself what qualities your customers share and what makes them search for the solution you offer.

Step Two: Master the Phases of the Marketing Funnel.

It all starts with TOFU (not the food.) We’re talking about top of the funnel. This is when your customer is problem-aware. In the middle of the funnel (MOFU), they’re solution-aware, and at the bottom (BOFU) they’re product-aware.

Align your content with these three stages so they fit the buyer’s journey. Think blog posts and website content for TOFU, email drip campaigns and webinars for MOFU, and product tutorials and customer success stories for BOFU.

Step Three: Map Out a Customer Buyer Journey. Time for writing it all out. Keep your thoughts and processes organized so you can repeat them without forgetting. For the three stages of the funnel, ask yourself…

  • what the buyer’s main goal is,
  • what questions they’ll need answered,
  • which decision-makers they’ll speak with,
  • what touchpoints they’ll have with you, and
  • what expectations they’ll have of you before moving to the next stage.

More pointed answers will make for better-targeted content. Continue reading for steps 4-7.


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