Content Mapping Template
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Creating relevant, valuable content is a major tenet of inbound marketing. The content you're creating should be in line with the goals and challenges of specific segments of your audience.
![www.binaryic.com ISO 9001 & ISO 27001 Certi鍖ed
DIGITALSTRATEGY
P E R S O N A N A M E
Jimmy Gym Owner
Problem or opportunity that
the above persona neeeds
help with:
A W A R E N E S S
Have realized &
expressed symptoms
of the potential problem
or opportunity
Content Ideas
PERSONA LIFECYCLE STAGE
C O N S I D E R A T I O N
Have clearly de鍖ned
and given a name to
their problem or
opportunity.
Content Ideas
D E C I S I O N
Have de鍖ned their
solution sratategy,
method, or approach.
Content Ideas
3
Jimmy is new to gym
ownership. He needs to buy
some gym equipment, but is
unsure where to begin, how
much he should spend, etc.
Beginners Guide to
Buying Gym Equipment
[Ebook]
New or Used: When to
Stretch Your Gym
Equipment Budget &
When to Splurge
[Infographic]](https://image.slidesharecdn.com/contentmappingtemplate-170802054115/85/Content-Mapping-Template-12-320.jpg)
![www.binaryic.com ISO 9001 & ISO 27001 Certi鍖ed
DIGITALSTRATEGY
P E R S O N A N A M E
Jimmy Gym Owner
Problem or opportunity that
the above persona neeeds
help with:
A W A R E N E S S
Have realized &
expressed symptoms
of the potential problem
or opportunity
Content Ideas
PERSONA LIFECYCLE STAGE
C O N S I D E R A T I O N
Have clearly de鍖ned
and given a name to
their problem or
opportunity.
Content Ideas
D E C I S I O N
Have de鍖ned their
solution sratategy,
method, or approach.
Content Ideas
4Jimmy is new to gym
ownership. He needs to buy
some gym equipment, but is
unsure where to begin, how
much he should spend, etc.
Beginners Guide to
Buying Gym Equipment
[Ebook]
New or Used: When to
Stretch Your Gym
Equipment Budget &
When to Splurge
[Infographic]
Gym Equipment Budget
Template
[Excel spreadsheet]
Purchasing Timeline for
Gym Equipment: What
Should You Buy First?
[PowerPoint worksheet]](https://image.slidesharecdn.com/contentmappingtemplate-170802054115/85/Content-Mapping-Template-13-320.jpg)
![www.binaryic.com ISO 9001 & ISO 27001 Certi鍖ed
DIGITALSTRATEGY
P E R S O N A N A M E
Jimmy Gym Owner
Problem or opportunity that
the above persona neeeds
help with:
A W A R E N E S S
Have realized &
expressed symptoms
of the potential problem
or opportunity
Content Ideas
PERSONA LIFECYCLE STAGE
C O N S I D E R A T I O N
Have clearly de鍖ned
and given a name to
their problem or
opportunity.
Content Ideas
D E C I S I O N
Have de鍖ned their
solution sratategy,
method, or approach.
Content Ideas
5
Jimmy is new to gym
ownership. He needs to buy
some gym equipment, but is
unsure where to begin, how
much he should spend, etc.
Beginners Guide to
Buying Gym Equipment
[Ebook]
New or Used: When to
Stretch Your Gym
Equipment Budget &
When to Splurge
[Infographic]
Gym Equipment Budget
Template
[Excel spreadsheet]
Purchasing Timeline for
Gym Equipment: What
Should You Buy First?
[PowerPoint worksheet]
Request a quote
Phone assessment of
equipment needs](https://image.slidesharecdn.com/contentmappingtemplate-170802054115/85/Content-Mapping-Template-14-320.jpg)
Content Mapping Template
- 1. Content mapping template Using buyer personas & lifecycle stages to create targeted content Potential Empowered DIGITAL STRATEGY
- 2. www.binaryic.com ISO 9001 & ISO 27001 Certi鍖ed DIGITALSTRATEGY Table of Contents Introduction: What Is Content Mapping?.............. 際際滷 3 A Crash Course on Buyer Personas & Lifecycle Stages 際際滷 4 How to Use This Template ................ 際際滷 8 Blank Templates ......................... 際際滷 15
- 3. www.binaryic.com ISO 9001 & ISO 27001 Certi鍖ed DIGITALSTRATEGY Introduction: What Is Content Mapping? When it comes to content, one size rarely 鍖ts all. To ensure that your company's content is effective at generating and nurturing leads, you need to deliver the right content, to the right people, at the right time. Content mapping is the process of doing just that. With content mapping, the goal is to target content according to A) the characteristics of the person who will be consuming it (thats where buyer personas come in), and B) how close that person is to making a purchase. ( i.e. their lifecycle stage).
- 4. www.binaryic.com ISO 9001 & ISO 27001 Certi鍖ed DIGITALSTRATEGY Buyer personas are 鍖ctional, generalized representations of your ideal customers. They help you understand your customers (and prospective customers) better, and make it easier for you to tailor content to the speci鍖c needs, behaviors, and concerns of different groups. The strongest buyer personas are based on market research as well as on insights you gather from your actual customer base (through surveys, interviews, etc.). Depending on your business, you could have as few as one or two personas, or as many as 10 or 20. If youre just getting started with personas, dont go crazy! You can always develop more personas later if needed. Buyer Personas
- 5. www.binaryic.com ISO 9001 & ISO 27001 Certi鍖ed DIGITALSTRATEGY Buyer Personas When developing buyer personas, here are some of the questions you should think about: What is their demographic information? What is their job and level of seniority? What does a day in their life look like? What are their pain points? What do you help them solve? What do they value most? What are their goals? Where do they go for information? What are their most common objections to your product/service?
- 6. www.binaryic.com ISO 9001 & ISO 27001 Certi鍖ed DIGITALSTRATEGY Lifecycle Stages The buyer persona you target with your content is just one half of the content mapping equation. In addition to knowing who someone is, you need to know where they are in the buying cycle ( i.e. how close are they to making a purchase?). This location in the buying cycle is known as a lifecycle stage. For the purposes of this template, were divvying up the buying cycle into three lifecycle stages: Awareness, Consideration & Decision.
- 7. www.binaryic.com ISO 9001 & ISO 27001 Certi鍖ed DIGITALSTRATEGY Awareness: In the awareness stage, a person has realized and expressed symptoms of a potential problem or opportunity. Consideration: In the consideration stage, a person has clearly de鍖ned and given a name to their problem or opportunity. Decision In the decision stage, a person has de鍖ned their solution strategy, method, or approach. Lifecycle Stages
- 8. www.binaryic.com ISO 9001 & ISO 27001 Certi鍖ed DIGITALSTRATEGY How to Use This Template To help you map out content topics by buyer persona and lifecycle stage, weve put together a simple grid system. Your buyer persona (plus a key problem or opportunity that persona needs help with) goes on the y-axis, while the three lifecycle stages are 鍖xed on the x-axis. In the next few slides, well walk you through an example Buyerpersona Lifecycle Stage
- 9. www.binaryic.com ISO 9001 & ISO 27001 Certi鍖ed DIGITALSTRATEGY P E R S O N A N A M E Problem or opportunity that the above persona neeeds help with: A W A R E N E S S Have realized & expressed symptoms of the potential problem or opportunity Content Ideas PERSONA LIFECYCLE STAGE C O N S I D E R A T I O N Have clearly de鍖ned and given a name to their problem or opportunity. Content Ideas D E C I S I O N Have de鍖ned their solution sratategy, method, or approach. Content Ideas Heres what the template looks like blank. Use a new blank template to map out content for each problem or opportunity that your buyer personas need help with.
- 10. www.binaryic.com ISO 9001 & ISO 27001 Certi鍖ed DIGITALSTRATEGY P E R S O N A N A M E Jimmy Gym Owner Problem or opportunity that the above persona neeeds help with: A W A R E N E S S Have realized & expressed symptoms of the potential problem or opportunity Content Ideas PERSONA LIFECYCLE STAGE C O N S I D E R A T I O N Have clearly de鍖ned and given a name to their problem or opportunity. Content Ideas D E C I S I O N Have de鍖ned their solution sratategy, method, or approach. Content Ideas 1
- 11. www.binaryic.com ISO 9001 & ISO 27001 Certi鍖ed DIGITALSTRATEGY P E R S O N A N A M E Jimmy Gym Owner Problem or opportunity that the above persona neeeds help with: A W A R E N E S S Have realized & expressed symptoms of the potential problem or opportunity Content Ideas PERSONA LIFECYCLE STAGE C O N S I D E R A T I O N Have clearly de鍖ned and given a name to their problem or opportunity. Content Ideas D E C I S I O N Have de鍖ned their solution sratategy, method, or approach. Content Ideas 2 Jimmy is new to gym ownership. He needs to buy some gym equipment, but is unsure where to begin, how much he should spend, etc.
- 12. www.binaryic.com ISO 9001 & ISO 27001 Certi鍖ed DIGITALSTRATEGY P E R S O N A N A M E Jimmy Gym Owner Problem or opportunity that the above persona neeeds help with: A W A R E N E S S Have realized & expressed symptoms of the potential problem or opportunity Content Ideas PERSONA LIFECYCLE STAGE C O N S I D E R A T I O N Have clearly de鍖ned and given a name to their problem or opportunity. Content Ideas D E C I S I O N Have de鍖ned their solution sratategy, method, or approach. Content Ideas 3 Jimmy is new to gym ownership. He needs to buy some gym equipment, but is unsure where to begin, how much he should spend, etc. Beginners Guide to Buying Gym Equipment [Ebook] New or Used: When to Stretch Your Gym Equipment Budget & When to Splurge [Infographic]
- 13. www.binaryic.com ISO 9001 & ISO 27001 Certi鍖ed DIGITALSTRATEGY P E R S O N A N A M E Jimmy Gym Owner Problem or opportunity that the above persona neeeds help with: A W A R E N E S S Have realized & expressed symptoms of the potential problem or opportunity Content Ideas PERSONA LIFECYCLE STAGE C O N S I D E R A T I O N Have clearly de鍖ned and given a name to their problem or opportunity. Content Ideas D E C I S I O N Have de鍖ned their solution sratategy, method, or approach. Content Ideas 4Jimmy is new to gym ownership. He needs to buy some gym equipment, but is unsure where to begin, how much he should spend, etc. Beginners Guide to Buying Gym Equipment [Ebook] New or Used: When to Stretch Your Gym Equipment Budget & When to Splurge [Infographic] Gym Equipment Budget Template [Excel spreadsheet] Purchasing Timeline for Gym Equipment: What Should You Buy First? [PowerPoint worksheet]
- 14. www.binaryic.com ISO 9001 & ISO 27001 Certi鍖ed DIGITALSTRATEGY P E R S O N A N A M E Jimmy Gym Owner Problem or opportunity that the above persona neeeds help with: A W A R E N E S S Have realized & expressed symptoms of the potential problem or opportunity Content Ideas PERSONA LIFECYCLE STAGE C O N S I D E R A T I O N Have clearly de鍖ned and given a name to their problem or opportunity. Content Ideas D E C I S I O N Have de鍖ned their solution sratategy, method, or approach. Content Ideas 5 Jimmy is new to gym ownership. He needs to buy some gym equipment, but is unsure where to begin, how much he should spend, etc. Beginners Guide to Buying Gym Equipment [Ebook] New or Used: When to Stretch Your Gym Equipment Budget & When to Splurge [Infographic] Gym Equipment Budget Template [Excel spreadsheet] Purchasing Timeline for Gym Equipment: What Should You Buy First? [PowerPoint worksheet] Request a quote Phone assessment of equipment needs
- 15. www.binaryic.com ISO 9001 & ISO 27001 Certi鍖ed DIGITALSTRATEGY Want see how HubSpots all-in-one marketing platform can help you create highly targeted content? Your Turn! Here are 10 blank content mapping templates to get you started. Need more? Simply right click (or ctrl click) on a slide to the left and select Duplicate.
- 16. P E R S O N A N A M E Problem or opportunity that the above persona neeeds help with: A W A R E N E S S Have realized & expressed symptoms of the potential problem or opportunity Content Ideas PERSONA LIFECYCLE STAGE C O N S I D E R A T I O N Have clearly de鍖ned and given a name to their problem or opportunity. Content Ideas D E C I S I O N Have de鍖ned their solution sratategy, method, or approach. Content Ideas www.binaryic.com ISO 9001 & ISO 27001 Certi鍖ed DIGITALSTRATEGY
- 17. P E R S O N A N A M E Problem or opportunity that the above persona neeeds help with: A W A R E N E S S Have realized & expressed symptoms of the potential problem or opportunity Content Ideas PERSONA LIFECYCLE STAGE C O N S I D E R A T I O N Have clearly de鍖ned and given a name to their problem or opportunity. Content Ideas D E C I S I O N Have de鍖ned their solution sratategy, method, or approach. Content Ideas www.binaryic.com ISO 9001 & ISO 27001 Certi鍖ed DIGITALSTRATEGY
- 18. P E R S O N A N A M E Problem or opportunity that the above persona neeeds help with: A W A R E N E S S Have realized & expressed symptoms of the potential problem or opportunity Content Ideas PERSONA LIFECYCLE STAGE C O N S I D E R A T I O N Have clearly de鍖ned and given a name to their problem or opportunity. Content Ideas D E C I S I O N Have de鍖ned their solution sratategy, method, or approach. Content Ideas www.binaryic.com ISO 9001 & ISO 27001 Certi鍖ed DIGITALSTRATEGY
- 19. P E R S O N A N A M E Problem or opportunity that the above persona neeeds help with: A W A R E N E S S Have realized & expressed symptoms of the potential problem or opportunity Content Ideas PERSONA LIFECYCLE STAGE C O N S I D E R A T I O N Have clearly de鍖ned and given a name to their problem or opportunity. Content Ideas D E C I S I O N Have de鍖ned their solution sratategy, method, or approach. Content Ideas www.binaryic.com ISO 9001 & ISO 27001 Certi鍖ed DIGITALSTRATEGY
- 20. P E R S O N A N A M E Problem or opportunity that the above persona neeeds help with: A W A R E N E S S Have realized & expressed symptoms of the potential problem or opportunity Content Ideas PERSONA LIFECYCLE STAGE C O N S I D E R A T I O N Have clearly de鍖ned and given a name to their problem or opportunity. Content Ideas D E C I S I O N Have de鍖ned their solution sratategy, method, or approach. Content Ideas www.binaryic.com ISO 9001 & ISO 27001 Certi鍖ed DIGITALSTRATEGY
- 21. P E R S O N A N A M E Problem or opportunity that the above persona neeeds help with: A W A R E N E S S Have realized & expressed symptoms of the potential problem or opportunity Content Ideas PERSONA LIFECYCLE STAGE C O N S I D E R A T I O N Have clearly de鍖ned and given a name to their problem or opportunity. Content Ideas D E C I S I O N Have de鍖ned their solution sratategy, method, or approach. Content Ideas www.binaryic.com ISO 9001 & ISO 27001 Certi鍖ed DIGITALSTRATEGY
- 22. P E R S O N A N A M E Problem or opportunity that the above persona neeeds help with: A W A R E N E S S Have realized & expressed symptoms of the potential problem or opportunity Content Ideas PERSONA LIFECYCLE STAGE C O N S I D E R A T I O N Have clearly de鍖ned and given a name to their problem or opportunity. Content Ideas D E C I S I O N Have de鍖ned their solution sratategy, method, or approach. Content Ideas www.binaryic.com ISO 9001 & ISO 27001 Certi鍖ed DIGITALSTRATEGY
- 23. P E R S O N A N A M E Problem or opportunity that the above persona neeeds help with: A W A R E N E S S Have realized & expressed symptoms of the potential problem or opportunity Content Ideas PERSONA LIFECYCLE STAGE C O N S I D E R A T I O N Have clearly de鍖ned and given a name to their problem or opportunity. Content Ideas D E C I S I O N Have de鍖ned their solution sratategy, method, or approach. Content Ideas www.binaryic.com ISO 9001 & ISO 27001 Certi鍖ed DIGITALSTRATEGY
- 24. P E R S O N A N A M E Problem or opportunity that the above persona neeeds help with: A W A R E N E S S Have realized & expressed symptoms of the potential problem or opportunity Content Ideas PERSONA LIFECYCLE STAGE C O N S I D E R A T I O N Have clearly de鍖ned and given a name to their problem or opportunity. Content Ideas D E C I S I O N Have de鍖ned their solution sratategy, method, or approach. Content Ideas www.binaryic.com ISO 9001 & ISO 27001 Certi鍖ed DIGITALSTRATEGY
- 25. P E R S O N A N A M E Problem or opportunity that the above persona neeeds help with: A W A R E N E S S Have realized & expressed symptoms of the potential problem or opportunity Content Ideas PERSONA LIFECYCLE STAGE C O N S I D E R A T I O N Have clearly de鍖ned and given a name to their problem or opportunity. Content Ideas D E C I S I O N Have de鍖ned their solution sratategy, method, or approach. Content Ideas www.binaryic.com ISO 9001 & ISO 27001 Certi鍖ed DIGITALSTRATEGY