Content Mapping Process Buyer Personas And Content Mapping Templates Complete Deck
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The document outlines a content mapping process that includes understanding customer personas, analyzing content effectiveness across different stages of the customer journey, and conducting content audits. It emphasizes the importance of delivering relevant content at each stage, from awareness to purchase, and identifies the necessary steps for creating a comprehensive content strategy. Additionally, it includes templates and guidelines for developing customer personas and mapping existing and new content to fill identified gaps.
Content Mapping Process Buyer Personas And Content Mapping Templates Complete Deck
- 1. Content Mapping Process Buyer Personas & Content Mapping Templates Yo u r C o m p a n y N a m e 1
- 2. Table of CONTENTS 2 01. Content Mapping Steps 02. Developing the Customer Persona › Understand Your Customers – Customer Segmentation › Customer Demographics & Geographics › Customer Psychographics › Customers Behavior – Sample Data › Media Profile of Target Audience › Customers’ Purchasing Criteria › Developing the Customer Persona › Sample Target Customer Persona 04. Performing Content Analysis › Most Effective Content for Awareness Stage › Most Effective Content for Interest Stage › Most Effective Content for Consideration Stage › Most Effective Content for Decision Stage 03. Outlining the Customer Journey › Customer’s Path to Purchase (1/3) › Customer’s Path to Purchase (2/3) › Customer’s Path to Purchase (3/3) 05. Performing Content Audit › Content Details Audit › Content Audit Template 06. Existing Content Map › Content Produced for Each Buyer Journey Stage 07. New Content Map › Content Mapping Template (1/3) › Content Mapping Template (2/3) › Content Mapping Template (3/3) › Content Map Roadmap – Content Strategy
- 3. Content Mapping Steps 3 Content Mapping is delivering the right content at the right time at the right place. These steps help you create your content mapping strategy with ease Buyer Persona Customer Journey Content Analysis Content Audit Existing Content Map New Content Map Understand your audience- their demographics, geographics, psychographics, & behavior Decide which forms of content will work best at each stage of the buyer journey Outline the journey the customer takes from awareness till the final stage Review what content you are already producing Map which content is already being produced for each of the stages Identify the gaps and create plan for producing the new content This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
- 5. Understand Your Customers – Customer Segmentation 5 To help you plan your content and get the most out of it, you need to thoroughly understand your customers or prospects across all these dimensions. Demographic Population Geographic Where People Live Lifestyle People’s Attitudes & Values Behavioural Loyalty to A Product › Age › Urban › Consumer Opinions And Interests › Purchase Occasion › Gender › Suburban › Socioeconomic Group › Benefits Sought › Education › Rural › Motives › Loyalty › Family Size › Regional › Personality › Use Rate › Family Life Cycle › City Size › Aspirations › Price Sensitivity › Occupation › Climate › Social Class › Landforms › Religion › Ethnicity This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
- 6. Customer Demographics & Geographics 6 Use this editable customer demographics template to get a complete picture of their characteristics. 71% 62% 43% 21% 11% 0 10 20 30 40 50 60 70 80 13-17 18-29 30-49 50-64 65+ 61% 68% 51% 88% <$30K $30K-$49,999 $30K-$74,999 $75K+ Gender Location 35% 32% 43% High School Degree or less Some College College+ Education Urban Suburban 38% 36% 26% 45% 55% Female Male Age This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. Income
- 7. Customer Psychographics 7 Get an insight into your customers’ attitudes and interests and map it out using this customer psychographics template. Opinions Adapt it to your needs & capture your audience's attention Attitudes Adapt it to your needs & capture your audience's attention Activities Adapt it to your needs & capture your audience's attention Interests Adapt it to your needs & capture your audience's attention Values Adapt it to your needs & capture your audience's attention Behaviours Adapt it to your needs & capture your audience's attention Opinions Activities Attitude Behaviours Values Interests This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
- 8. Customers Behavior – Sample Data 8 Behavior of customers also helps you decide which form of content will be consumed and where. For example, if testimonials influence customers before buying, one can focus on case studies. Buy consumer goods at retail chain Buy Online Make Grocery List Ask others before PurchasingRead Reviews Saw the products in a brick - & - mortar store Recommended by friend Saw the product online Saw a printed advertisement Made a purchase after reading an online review in the last 12 months 69% Key Takeaway : Online reviews & word-of-mouth advertising are an important factor in purchasing decisions TOP 5 Influences 70% 20% 62% 82%
- 9. Media Profile of Target Audience 9 Customers’ media consumption helps you reach your customers at the right place. The content and media campaign can be created according to this data. 34% 20% 19% 3% 12% 4% 4% 4% Television Online, Mobile Online, Laptop/Desktop Online, Other Radio Newspapers Magazines Other Time Spent with Media (U.S. Adults) This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.
- 10. Customers’ Purchasing Criteria 10 While creating the pitch for content, see the driving factors that influence your target customers to buy. 51% 57% 60% 64% 65% 77% Recommended by others Products that simply my life Good product reviews online Brands that provide good value Convenient to purchase Safety This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.
- 11. Developing the Customer Persona 11 A customer persona is a thoroughly researched profile of your target customer, their demographics, interests, challenges they face, and their requirements. What is their media consumption behavior? Where do they spend most time, which mediums they are most influenced buy What are their needs/goals? Example tasty but healthy food, maintain weight What are their challenges? What is preventing them from reaching their goals? What do they think of your product? Example- I have heard about it and seen ads about it. I wonder if their claims are truly valid How do they buy our products? Example- Influenced by television advertising and word of mouth What do we want customers to feel when they use our product? Example - Feel satisfied with taste, think it is nutritious and recommend to friends Insights that tell their story Example- I am health conscious, but I am also a food lover. Wish I could get great tasting snacks that are nutritious too This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Describe the Target Group ( their demographics, psychographics, behavior, etc.)
- 12. “We need a consultancy agency to help us give an unbiased assessment of our weaknesses, use heat maps to see the most engaging website pages and reinvent the website for more conversions.” Sample Target Customer Persona Template (1/3) 12 Customize this editable target customer persona template which has sections such as demographics, psychographics, goals, and marketing messaging. The Marketing Executive Quote Demographics › Chicago, US › 32 years old › Marketing executive at a design agency › MBA in Marketing Psychographics › Running › Volunteering for social causes › Read fiction novels › Play games on iPad › Likes to purchase latest technology Marketing Messaging › Keywords- increase conversion, marketing agency US › CTA- Heat maps, increase conversion, UI/UX enhancement Wants to create innovative marketing campaigns GOALS Wants to capture more leads using multiple channels This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Become marketing head in the next 2 years
- 13. Name Here Hobbies & Interests › Playing Golf › Riding horse › Trekking on small mountains › Add text Here Background › President of marketing, founded 25 years ago › Add Text Here Challenges › Keep customers from switching to competitor's product › Add Text Here Demographics › Male › Age 58 › Annual Income $ 300000 › Add Text Here Common Objections › Low Quality of product Packing › Add Text Here Goals › Have less Employee turnover › Have a Retirement Plan › Add Text Here Biggest Fears › Business losses after retirement › Add Text Here Sample Target Customer Persona Template (2/3) 13 Showcase the common objections and biggest fears in your persona template so that the same can be addressed in your product strategy and content strategy This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
- 14. Sample Target Customer Persona Template (3/3) 14 Customer’s profile descriptions helps you understand your customer better and tailor the content accordingly. Customer Name Customer Segment Your Text Here Your Text Here Background This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Demographic This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Purchasing Decisions? This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Goals & Pain Points This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
- 16. Customer’s Path to Purchase (1/3) 16 For creating your content mapping strategy, you also need to be aware of your target customers’ buying journey so that the right content can be shared at each stage. PR Radio, TV, Print Word of mouth Online Ads Email Social Ads PPC Reviews Blog Email Media Ecommerce Store Website Community Forum Your Text Here FAQ Knowledge Base Promotions Blog Newsletter Social Networks Awareness Interest Consideration Purchase Retention Advocacy This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
- 17. Customer’s Path to Purchase (2/3) 17 Here is another buyer journey template showing the touchpoints at each stage of the journey. › Brochures /catalogues/ spec sheets › Customer reviews / Testimonials › Peer referrals › Third party / expert reviews › Direct sales reps › Website › White papers › Webinars › Video › Podcasts › Infographics › Distributor/dealer reps › Distributor/dealer websites › Retailer reps › Retailer websites › PR › Professional associations/ communities › Direct mail › Email advertising › Word of mouth / Customer referrals › Distributor/dealer reps › Distributor/dealer websites › Distributor/dealer advertising › Retailer reps › Retailer websites › Retailer advertising › Organic search remits › Social media › Online advertising (e.g. paid search, banner ads) › Industry trade shows › Vendor-specific conferences › Print advertising › TV advertising › Radio advertising › Outdoor advertising/ billboards › Sponsorship (sports, events, charity, etc.) › PR › Directories › Case Studies › Pitch / Presentation › Deliverables › Best practices / accreditations › ROI data / tools › Awards › Testimonials › Contract negotiation (pricing, terms, conditions, etc.) › invoicing › Stakeholder buy-in › Account management / communications / support › Training › Customer Service/ account management › Technical support › Ordering › Shipping / receiving › Volpe of the customer (performance monitoring) › Market research › Dashboard / portal › Mobile apps › Customer events › User groups / communities › Hospitality / entertainment › Email communications › Direct mail › Webinars › Social media › Account management / relations › Loyalty programs › Referral programs › Performance reviews › Contract negotiation (discounts, terms me) › Hospitality / entertainment › Vendor specific conferences › Newsletters › Infographics › Brochures / catalogues › Whitt papers › Webinars › Podcasts › Social media Trigger a Need Explore Purchase Engagement Relationship Mgt. Loyalty 1 2 3 4 5 6 This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
- 18. Customer’s Path to Purchase (3/3) 18 This customer journey diagram divides the path into 8 steps- Awareness, Research, Consideration, Selection, Buying, Satisfaction, Retention & Loyalty, and Advocacy. Awareness This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Advocacy This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Satisfaction This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Selection This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Retention & Loyalty This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Consideration This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Research This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Buying This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Customer Lifecycle Loop This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
- 20. Articles Blog Posts Assessments Infographics Podcasts Thought Leadership Whitepapers Videos Press/News Tip Sheets Industry Webinars Industry Ebooks Most Effective Content for Awareness Stage 20 The following slide lists out the most effective forms of content during the first stage of the customer journey i.e. Awareness of the need for a product This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
- 21. Most Effective Content for Interest Stage 21 The following slide lists out the most effective forms of content during the second stage of the customer journey i.e. Interest- when the customer begins looking for brands or products that satisfies his need. Training Videos Assessments Solution Videos Frameworks Educational WorksheetsPerspectivesSolution Pages Presentations Sell-in Solution Decks Virtual Events Physical Events This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
- 22. Most Effective Content for Consideration Stage 22 The following slide lists out the most effective forms of content during the third stage of the customer journey i.e. Consideration- when the customer starts comparing different brands to find the best product. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Buying/ Product Guides Evaluation Tools Product Webinars Case Studies Testimonials Data Sheets Sales Enablement Virtual Classrooms Free Trials Comparison Product Marketing
- 23. ROI Tools Most Effective Content for Decision Stage 23 The following slide lists out the most effective forms of content during the last stage of the customer journey i.e. Purchase- when the customer commits to one particular brand and makes the purchase. ROI Case Studies Tailored Workshops Product Demos Custom Executive Presentations Detailed Assessments Custom Sales Enablement This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
- 25. Content Details Audit 25 Create your content inventory to list out all content that is already being produced by your organization- newsletters, blogs posts, infographics, eBooks, whitepapers, etc. URL Author Title Date Content Type Content Goal Word Count Comments Social Shares www.companyname/blog/description.com John Become Master of Conversion 02/03/19 Blog Post Increase website traffic by 400 visitors 5,430 words 12 450 www.companyname/info/description.com Smith How Millennials Process Information 05/05/19 Infographic Text Here 450 18 500 www.companyname/blog/description.com Jose Content Marketing Trends 2020 20/06/19 Blog Post Text Here 2,345 15 320 www.companyname/blog/description.com Mary Why Less is More in Web Design 22/08/19 Blog Post Text Here 2,000 14 120 www.companyname/blog/description.com Jon Content Marketing Trends 10/09/19 Blog Post Get 500 social shares 540 20 320 www.companyname/blog/description.com Joe What Heat Maps Tell About User Behaviour 12/12/19 Blog Post Check our Heat Maps Landing Page 3,450 17 130 www.companyname/ebook/description.com Ali Fool-proof ways to enhance UI/UX Experience 24/02/20 eBook Generate 5000 Leads 2,510 21 231 This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
- 26. Content Audit Template 26 Also audit your content to analyze the gaps between content that already exists and content that the users want. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Content Users Want › Tutorials › Free Resources › Text Here › Text Here › Text Here › Text Here › Text Here › Text Here › Text Here Content The Client Wants Content That Exists
- 28. Content Produced for Each Buyer Journey Stage 28 Map your content at each stage of the buyer journey to analyze what content is being already produced and identify the gaps. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. CONTENTEXAMPLES PHASE Awareness ConsiderationInterest Decision Blog Posts Assessments Infographics Podcasts Thought Leadership Whitepapers Videos Tip Sheets Press/News Industry Ebooks Industry Webinars Articles Training Videos Assessments Solution Videos Frameworks Educational Worksheets Perspectives Solution Pages Presentations Virtual Events Sell-In Solution Decks Physical Events Comparisons Sales Enablement Product Marketing Virtual Classrooms Buying/ Product Guides Evaluation Tools Product Webinars Case Studies Testimonials Data sheets Free Trials ROI Tools ROI Case Studies Detailed Assessments Product Demos Tailored Workshops Customer Sales Enablement Customer Executive Presentations
- 30. Content Mapping Template (1/3) 30 Based on the gaps that have been identified, map out the content that you will produce for each of the buying journey stages. Awareness Customer Persona Content Types Consideration Decision Purchase Buyer Stage Ads, Blog(s), TOFU Content Guides/ Webinars Customer Stories, FAQ Tools, Comparison › 15 Ways to Craft Powerful Headlines- Blog › How to Get More Conversions with Your Next Landing Page- Blog › Content Optimization (Webinar) › Text Here › Text Here › Best Heat Maps Software (webinar) › How Users Use Content (eBook) › Text Here › Text Here › Text Here › Text Here › Text Here › Text Here › Text Here › Text Here › Text Here › Text Here Description, Approach This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Description Here Your Text Here Your Text Here Your Text Here
- 31. Content Mapping Template (2/3) 31 Produce content that meets the concerns of your target customer right from identifying a problem to ultimately choosing the right product for their problem If your customer is asking They Want Education & Thought Leadership Solutions & Product Suitability Credentials & Decision Support What to share with them › Trends › Benchmarks › Analyst Coverage › 101 Education › How to guides › How other people are solving this? › What is the solution & how does it work? › Solution comparisons › Pitfall analysis › Readiness & Suitability assessments › How do I choose a vendor? › Pricing › Bench strength demonstration › Case studies › ROI/TCO › How to buy › Working with us What problem am I facing? What is the most effective solution to my problem? Which is the right brand for me? This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
- 32. Content Mapping Template (3/3) 32 Break down your content map into stages, content formats, topic and call to action using this template. Awareness What does Content Marketing include? Text Here Blog Post Download the e-book : The Essential Guide to B2B Content Marketing Add as many questions/ answers as necessary to meet prospects’ needs Consideration How can I promote my product through content? Text Here Case Study Text Here What is the most effective forms of content for marketing? The Essential Guide to B2B Content Marketing E-book Text Here Decision How can I convince the bosses for starting a new blog/channel? Text Here Infographic or PowerPoint Presentation Text Here Loyalty Did we make the right decision Text Here Provide program measurements Prospect Question Topic Format Call to Action Buying Cycle Stage Target Persona : The B2B Corporate Marketer This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
- 33. Content Map Roadmap – Content Strategy 33 Finally, lay out the content strategy on a timeline to fix deadlines and responsibility for delivering the content. Research Target Communities Webinar #1 Set Up Social Channels Build Content Calendar Feature Launch #1 Newsletter Launch Ebook #1 Your Text Here Your Text Here Your Text Here Your Text Here Influencer Maps SEO Audit Q1 2019 Q2 2019 Q3 2019 Blog Launch Blog Partnerships & Backlinks Blog Content Repurposing Infographics Your Text Here Paid Content Webinar #2 Podcast One-Page Sales Sheet Your Text Here Ebook #1 Launch Ebook #1 Your Text Here Your Text Here Text Here Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here Case Study Page Launch Your Text Here Your Text Here Your Text Here Your Text Here AwarenessConsiderationConversionAdvocacy JESSICA PERCY NIKITA OMAR JESSICA OMAR NIKITA JESSICA PERCY OMAR NIKITA OMAR This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
- 34. Icons Slide for Content Mapping Process-Buyer Personas & Content Mapping Templates 34
- 36. Agenda 36 This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Agenda 1 This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Agenda 2 This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Agenda 3 This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Agenda 4 This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Agenda 5 This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Agenda 6 This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Agenda 7 This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Agenda 8
- 37. B2B Content Marketing Stats Example of PPT 37This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 20% 28% 35% 40% 68% 76% 86% 90% 10% 30% 50% 70% 90% Pinterest Instagram SlideShare Google YouTube Facebook Twitter Linkedin This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. Text Here This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. Text Here This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. Text Here This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. Text Here
- 38. B2B Content Marketing Showing Five Stages Awareness 38 This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Consideration Research This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Purchase This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Awareness of Need This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Analysis & Comparison This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Loyalty
- 39. Content Marketing Task Calendar 2020 39 January February March April May Task Detail w1 w2 w3 w4 w5 w6 w7 w8 w9 w10 w11 w12 w13 w14 w15 w16 w17 w18 w19 w20 Blog Posts for Company Blog Text Text Text Text Text Text Text Text Text Text Text Text Text Text Text Text Text Text Text Text Blog Posts for Guest Blogging Text Text Text Text Article for Linkedin Publishing Text Text Text Text Text Text Text www.companyname/blo g/description.com Text Text Text Text www.companyname/blo g/description.com Text Text Text Text www.companyname/eb ook/description.com Text Text Text Text Text Here Text Here Text Text Text Text Text Here Text Text Text Text Text Text Text Text Text Text Text Here Text Text Text Text Text Text Text Here Text Text Text This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
- 40. This slide is 100% editable. Adapt it to your needs and capture your audience's attention. Content Marketing Strategies 40 › Text Here › Text Here › Text Here › Text Here In-depth research 01 › Text Here › Text Here › Text Here › Text Here A strong headline 02 › Text Here › Text Here › Text Here › Text Here Effective call to action (CTA) 03 › Text Here › Text Here › Text Here › Text Here Multiple content formats 04 › Text Here › Text Here › Text Here › Text Here Visual content Guest blogging 05 › Text Here › Text Here › Text Here › Text Here Guest blogging 06 › Text Here › Text Here › Text Here › Text Here Tracking the key performance indicators (KPI) 07 › Text Here › Text Here › Text Here › Text Here Content promotion 08 Powerful strategies to fine tune your content marketing strategies. User can alter as per their requirement.
- 41. Task Completion Dashboard 41 Task# Assigned to Priority Status Complete Task 1 Name Here High Done 77% Task 2 Name Here High Done Done Task 3 Name Here Normal In Progress 30% Task 4 Name Here Normal In Progress 80% Task 5 Name Here Low Cancelled 10% Task 6 Name Here Low Not Started 0% This slide is 100% editable. Adapt it to your needs and capture your audience's attention. 0% 50% 100% Net started Tasks 65% Tasks in Progress 0% 50% 100% 50% Completed Tasks 10% 0% 50% 100%
- 42. 42 # street number, city, state Address [email protected] E-mail Address 0123456789 Contact Number Thank You