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Content Mapping Template

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Created by:

​[Sender.FirstName][Sender.LastName] ​[Sender.Company]​

Prepared for:

​[Client.FirstName][Client.LastName]

​[Client.Company]​

If you want to create a content map, you’ve come to the right place! Content mapping is all about determining the personas of your brand’s specific buyers and then determining what relevant content you’ll create for each of your personas in each respective stage of their buyer’s journey. A content map is essential for any content marketing strategy since it helps you lay all of this content out for each buyer persona, but first, you need to determine what your buyer personas are. You’ll be able to do all of this with this comprehensive content mapping template!

A buyer persona is essentially a detailed fleshing out of your target audience, so you’ll typically want to create multiple buyer personas to represent different customers within your target audience thoroughly. After creating several buyer personas with detailed backgrounds, pain points, identifiers, and more, you’ll be better able to understand and content map for each customer journey. To be clear, these buyer personas are fictional representations of what your customers look like, but fictional or not, they’re essential content mapping tools.

Buyer personas

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Persona 1 name:(Add your primary persona’s name here)

Background & demographics

(Add information about a standard customer. What is your persona’s typical age? Gender? Where do they live? What’s their level of income? What occupations do they usually have?)

Identifiers

(Add detail about your persona’s preferred forms of communication, i.e., social media, email, blogs, text messages, apps, etc.? What mediums are they spending most of their time on?)

Goals

(What’s your persona’s primary goal as it relates to the industry you’re in? What does your buyer persona hope to accomplish?)

Challenges

(What are the primary obstacles getting in the way of your persona accomplishing their goals?)

Common objections

(What are some potential reasons someone would choose not to buy your product/service?)

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Persona 2 name:(Add your primary persona’s name here)

Background & demographics

(Add information about a standard customer. What is your persona’s typical age? Gender? Where do they live? What’s their level of income? What occupations do they usually have?)

Identifiers

(Add detail about your persona’s preferred forms of communication, i.e., social media, email, blogs, text messages, apps, etc.? What mediums are they spending most of their time on?)

Goals

(What’s your persona’s primary goal as it relates to the industry you’re in? What does your buyer persona hope to accomplish?)

Challenges

(What are the primary obstacles getting in the way of your persona accomplishing their goals?)

Common objections

(What are some potential reasons someone would choose not to buy your product/service?)

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Persona 3 name:(Add your primary persona’s name here)

Background & demographics

(Add information about a standard customer. What is your persona’s typical age? Gender? Where do they live? What’s their level of income? What occupations do they usually have?)

Identifiers

(Add detail about your persona’s preferred forms of communication, i.e., social media, email, blogs, text messages, apps, etc.? What mediums are they spending most of their time on?)

Goals

(What’s your persona’s primary goal as it relates to the industry you’re in? What does your buyer persona hope to accomplish?)

Challenges

(What are the primary obstacles getting in the way of your persona accomplishing their goals?)

Common objections

(What are some potential reasons someone would choose not to buy your product/service?)

Now that you’ve established your buyer personas, you can form an effective content marketing strategy for each stage of the customer journey with this content mapping template. The content mapping process involves coming up with content strategies for each buyer persona at various stages of their lifecycle, or in other words, when your customers are aware of a need, considering solutions for that need, and finally, deciding on how they will meet that need.

This stage of the lifecycle is where you want to start providing value and associating your brand with the solution that your target audience ultimately needs. Some content tools for the awareness stage include website content like blog posts, webinars, white papers, videos, e-books, infographics, and social media posts.

Persona #1 Name:

(Add your first persona’s name here)

Problem/opportunity that this persona needs help with:

(Explain the primary needs, challenges, or goals of your first persona here to keep it at the center of your mind as you begin generating content options.)

Lifecycle Stage

Awareness

Have become cognizant of and expressed symptoms of a potential need or problem.

Content ideas for the awareness stage

(Insert your content ideas for this persona while they're in the awareness stage here)

Consideration

Have clearly defined and given a name to their need or problem.

Content ideas for the consideration stage

(Insert your content ideas for this persona while they're in the consideration stage here)

Decision

Have defined their strategy for approach, method, or solution.

Content ideas for the decision stage

(Insert your content ideas for this persona while they're in the decision stage here)

Persona #2 Name:

(Add your first persona’s name here)

Problem/opportunity that this persona needs help with:

(Explain the primary needs, challenges, or goals of your first persona here to keep it at the center of your mind as you begin generating content options.)

Lifecycle Stage

Awareness

Have become cognizant of and expressed symptoms of a potential need or problem.

Content ideas for the awareness stage

(Insert your content ideas for this persona while they're in the awareness stage here)

Consideration

Have clearly defined and given a name to their need or problem.

Content ideas for the consideration stage

(Insert your content ideas for this persona while they're in the consideration stage here)

Decision

Have defined their strategy for approach, method, or solution.

Content ideas for the decision stage

(Insert your content ideas for this persona while they're in the decision stage here)

Persona #3 Name:

(Add your first persona’s name here)

Problem/opportunity that this persona needs help with:

(Explain the primary needs, challenges, or goals of your first persona here to keep it at the center of your mind as you begin generating content options.)

Lifecycle Stage

Awareness

Have become cognizant of and expressed symptoms of a potential need or problem.

Content ideas for the awareness stage

(Insert your content ideas for this persona while they're in the awareness stage here)

Consideration

Have clearly defined and given a name to their need or problem.

Content ideas for the consideration stage

(Insert your content ideas for this persona while they're in the consideration stage here)

Decision

Have defined their strategy for approach, method, or solution.

Content ideas for the decision stage

(Insert your content ideas for this persona while they're in the decision stage here)

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​[Client.FirstName][Client.LastName]​

​[Sender.FirstName][Sender.LastName]​

Some content tools you could use for the consideration stage include checklists, case studies, calculators, vendor comparisons, white papers, reports, and webinars. There’s some crossover in content between stages because these content methods can serve different purposes depending on how they’re created.

The type of content you’ll want to use for the decision stage is more relevant to a potential purchase and intended to lead your customer farther down the sales funnel to make a purchase. It could include photos, specs, options, pricing, shipping info, warranties, product literature, datasheets, and FAQs.

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FAQ

  • Content mapping is determining who your target customers are, what kind of content would be relevant to them and where to place this content across their customer journey.

  • The best way to write a content map is by working from a template. Start by narrowing down your buyer personas to specifics like background and demographics, preferred forms of communication, goals, challenges and reservations they may have about your products or services.

  • Content mapping is all about creating your user personas and generating content ideas based around them. Then you apply the user persona and the content ideas to developing user experience (UX) of your website or app.

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