Content mapping template for persona engagement

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content mapping for multiple personas at various stages of the buying cycle.

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  • 1. Table of ContentsIntroduction: What Is Content Mapping?....... Slide 3A Crash Course on Buyer Personas & Lifecycle Stages Slide 4How to Use This Template .. Slide 8Blank Templates ...... Slide 15Created by: Stephanie Lussier | Edited by: Erik Devaney | Designed by: MattPlays

2. Introduction: What Is Content Mapping?When it comes to content, one size rarely fits all. To ensure that your company's content iseffective at generating and nurturing leads, you need to deliver the right content, to theright 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 theperson who will be consuming it (thats where buyer personas come in), and B) howclose that person is to making a purchase ( i.e. their lifecycle stage). 3. Buyer PersonasBuyer personas are fictional, generalized representations of your ideal customers. Theyhelp you understand your customers (and prospective customers) better, and make it easierfor you to tailor content to the specific needs, behaviors, and concerns of different groups.The strongest buyer personas are based on market research as well as on insights yougather from your actual customer base (through surveys, interviews, etc.). Depending onyour business, you could have as few as one or two personas, or as many as 10 or 20. Ifyoure just getting started with personas, dont go crazy! You can always develop morepersonas later if needed. 4. Buyer Personas(continued)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?Right Click Here to Learn Howto Create Personas inHubSpot 5. Lifecycle StagesThe buyer persona you target with your content is just one half of the content mappingequation. In addition to knowing who someone is, you need to know where they are in thebuying cycle ( i.e. how close are they to making a purchase?). This location in the buyingcycle is known as a lifecycle stage.For the purposes of this template, were divvying up the buying cycle into three lifecyclestages: Awareness, Consideration, & Decision. 6. Lifecycle Stages(continued)Awareness: In the awareness stage, a person has realized and expressed symptoms of apotential problem or opportunity.Consideration: In the consideration stage, a person has clearly defined and given a nameto their problem or opportunity.Decision: In the decision stage, a person has defined their solution strategy, method, orapproach. 7. How to Use This TemplateTo help you map out content topics by buyer persona and lifecycle stage, weve puttogether a simple grid system.Lifecycle StageBuyer PersonaYour buyer persona (plus a key problem or opportunity that persona needs help with) goeson the y-axis, while the three lifecycle stages are fixed on the x-axis. In the next few slides,well walk you through an example. 8. Heres what the templatelooks like blank. Use a newblank template to map outcontent for each problem oropportunity that your buyerpersonas need help with. 9. 1Jimmy Gym Owner 10. Jimmy Gym Owner2Jimmy is new to gymownership. He needs to buysome gym equipment, but isunsure where to begin, howmuch he should spend, etc. 11. Jimmy is new to gymownership. He needs to buysome gym equipment, but isunsure where to begin, howmuch he should spend, etc. Beginners Guide toBuying Gym Equipment[Ebook] New or Used: When toStretch Your GymEquipment Budget &When to Splurge[Infographic]Jimmy Gym Owner3 12. Jimmy is new to gymownership. He needs to buysome gym equipment, but isunsure where to begin, howmuch he should spend, etc. Beginners Guide toBuying Gym Equipment[Ebook] New or Used: When toStretch Your GymEquipment Budget &When to Splurge[Infographic] Gym Equipment BudgetTemplate [Excelspreadsheet] Purchasing Timeline forGym Equipment: WhatShould You Buy First?[PowerPoint worksheet]Jimmy Gym Owner4 13. Jimmy is new to gymownership. He needs to buysome gym equipment, but isunsure where to begin, howmuch he should spend, etc. Beginners Guide toBuying Gym Equipment[Ebook] New or Used: When toStretch Your GymEquipment Budget &When to Splurge[Infographic] Gym Equipment BudgetTemplate [Excelspreadsheet] Purchasing Timeline forGym Equipment: WhatShould You Buy First?[PowerPoint worksheet] Request a quote Phone assessment ofequipment needsJimmy Gym Owner5 14. Your Turn!Here are 10 blank content mapping templates to get you started. Need more? Simply rightclick (or ctrl click) on a slide to the left and select Duplicate.Want see how HubSpots all-in-one marketing platform can help you createhighly targeted content?Right Click Here to Learn About OurContent Optimization System