Originally published December 9, 2021 , updated on January 18, 2023

In this piece, we will dive into the many benefits of content mapping and how it enhances your customer reach. But first, we need to understand what content mapping is, and why your digital content marketing agency should implement one going forward.

According to Hubspot, “content mapping is the process of creating content that addresses buyers at different stages of the customer lifecycle. Each piece within a content map is designed to meet the needs of the buyer at a certain point in their journey — with the ultimate goal of driving them toward a purchase decision.”

You can’t take a blanket approach when it comes to content. Not everyone is going to relate to the same piece of content. This is why you need content mapping. It will speak to people at the right point in their buyer journey.

This is just one of the many benefits of content mapping. Below we list additional ways in which content mapping can help your business.

It Gives You a Clear Idea of Who Your Audience Is

The overall goal of content mapping is to target your pieces to the right audience and right buyers. To do this, you first need to figure out who your audience is. A clear strategy will help you do just this.

It will give you a better idea of your customer demographic, what they like, how old they behave, and what they spend money on. Most importantly, this gives you a better understanding of when your buyers need your content the most.

Is it at the start of their purchasing cycle when they need convincing? Or is more impactful to start being tactical about advertising how your business helps them in life? This is how content mapping helps you to better understand who you are marketing to.

It Helps You Reach the Audience at the Right Time in Their Journey

Let’s imagine that you are distributing content that speaks to people at the start of their purchasing journey. You might assume that that’s a logical decision. But, content marketing is more complicated than that. What your customer needs could well be content in the decision-making process at the end. Creating content for the wrong phase of a customer journey could even be detrimental to the process. This could result in wasted time and resources for you and your team.

When you do content mapping, you can identify the exact moment that a customer needs your content or content ideas. You can, of course, create pieces for all phases – awareness, consideration, and decision-making. But you wouldn’t know that you were lacking in some phases if it weren’t for content mapping. This brings us to our next point.

It Will Help Audit the Content You Already Have

Content mapping will help with a full content audit of pieces you have already created. This will show you what pieces work in which phase of the buyer journey. You can map existing pieces according to awareness, consideration, and decision-making. This will limit the chances of duplicating content further down the line. It also shows you where the gaps are.

Once you commit to content mapping as a strategy, you will be able to see where you need more content. Perhaps you have a lot of content in the awareness phase, but none in the consideration phase. You will then be able to brief your SEO content writing company on the new pieces that they need to create based on this.

You Can Increase Your Reach to the Right Customer

When your content lacks a target audience, the chances are that the wrong people are seeing what you put out there. You need to take a more strategic approach to content. Targeting your pieces according to specific groups, and creating them with those groups in mind, will serve you. It will increase your chances that your content lands in front of the audience you need.

With this approach, you will need to use the right keywords. This also ensures that you distribute on the right channels and that you meet your ideal customer where they are at. This means that you have a wider reach of the people who would benefit from seeing your content.

Now that you understand the benefits of content mapping, let’s have a look at an example. This will help paint a clearer picture of how to do content mapping.

An Example of Content Mapping

You have identified that several small businesses need cashless payment solutions, which is what your company offers. They want to invest in a solution, but they have no idea which system would work best for their business and why. They would like a solution that is easy to operate and that can be mobile should they be selling at a pop-up store or market.

Content ideas for the awareness phase could be, “A beginners guide to cashless payment solutions”. Alternatively, a video on how much maneuverability going cashless gives a small business. In the consideration phase, you could create a piece on “When should you consider going cashless as a small business”. This will drive potential buyers at this stage to make a decision. And once they have made a decision, you could share quotes on the different packages that you offer for your services.

Even when they are an existing customer, you could continue to share pieces that help your customer and their business.

How Can Your Digital Content Marketing Agency Help?

Now that you understand the benefits of this approach to content marketing and you have an idea of what it looks like, it’s time to set it in action. If you don’t have the resources to do this internally, you can use an outside agency to help you.

Look for an agency that offers the best content writing services and content mapping approach for your company. They should be able to guide you with creating a plan of action going forward. A digital content marketing agency will have years of experience in content mapping. With the right team behind you, you can use this approach to ensure that you improve your reach to your target audience and grow your business.

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