How do a content strategy and a content map work together?
Your content strategy and your content map will go hand in hand. But, they are two different pieces of the whole picture when it comes to building a content ecosystem. If you’re looking to expand and bolster your marketing strategy, a well-built content ecosystem is an important pillar for success.
Build a Strong Content Ecosystem
Content should always be evolving and improved upon. As research about SEO and AIO continues to reveal new algorithmic trends, your approach to content can’t stay stagnant. In the age of AI, your business will benefit from long-form content on your website such as FAQs, blog posts, and other readable resources. LLMs are hungry for information, and when your target audience is using ChatGPT to find the best [insert your product or service here], you want to show up!
How do you create a foundation for good content production?
It’s helpful to think of your content ecosystem as a neverending novel. Chapters will continue to be added as your business grows and evolves. The entire novel will be hundreds of pages long, but the front cover summary, the forward, the chapter index, and the footnotes form the novel's frame. Think of a content map as that frame; the outline of your content ecosystem. Your content map divides your content ecosystem into chapters and an overarching plot summary.
Think of your content strategy as the plot that fills out the pages of the story. Content strategy is similar to developing a novel’s characters, conflict, opening, and conclusion. The actual content that’s written (blog posts, emails, ad copy, etc.) will fill the pages of the novel that is your website and broader digital presence.
What are the elements of a content map?
A content map is a tool for scheduling, tracking, and connecting your marketing materials in the most seamless way. Your map is made up of content puzzle pieces including blog posts, email drip campaigns, social media posts, videos, and so much more. When all pieced together, they should form a strong content framework.
Map out your content
You likely have multiple platforms where you show up digitally for your audience:
- On your website
- In your audience’s inbox
- On Instagram, Facebook, and LinkedIn
- On YouTube or Vimeo
- In advertisements
Different pieces of content should “live” in these different locations. It’s important to map the right type of content to the right platform. Some areas need video while others need copy.
Divide your content into pillars
Categorize content by how your audience interacts with it. List out all the content you currently create, or plan to create in the future, and slot it into the following categories:
- What content will people read?
- What content will people watch?
- What content will people skim?
- What content will people listen to?
Categorize content by its purpose
Then take those content pieces and further categorize them by their purpose, fortifying the interconnected map that outlines your content ecosystem.
Solving a customer’s problem
Allow customers the chance to be the hero of their own story. This problem-solving content is likely on your website and might include product pages, blog posts, or testimonials that support your product.
Educating your audience
Customers need to trust you. Longer sales cycles require you to educate your audience about your product. This educational content is likely on LinkedIn, YouTube, or in blog posts on your website where you elaborate on the latest industry trends.
Calling a customer to action
With this kind of content you're trying to drive action so the wordsmithing matters a lot. This call-to-action content will generally show up in advertisements or emails and you’ll link back to your website.
What are the elements of a content strategy?
A content strategy is a blueprint for brainstorming/researching, and creating both visual and textual content. The following elements make up a great content strategy.
Have a clear brand identity
Before you can deliver on content strategy, you’ll need to nail down a very important aspect of your business: your brand identity.
- Make sure you can articulate the problem that your product or service solves.
- Identify your target audience(s).
- Understand your unique value and differentiators.
Conduct keyword research
Once you’ve nailed down your message and the problem you solve, you’ll need to find the people that need you: your customers. It’s helpful to compile keyword research to reveal what your customers are searching for.
Provide Value with Content
The content you create from your brand identity should always have a specific goal in mind. Focus on one or more of the following aspects: solving the customer’s problem, educating, and calling to action.
Create the Customer’s Journey
Your content strategy should take into account the way your audience is finding you. Harnessing this journey is where a great content strategy shines.
The introduction: Awareness
This portion of your content strategy should be aimed at providing an introduction to your business and the work you do. It’s also a thought leadership opportunity to educate the general public about your field.
The middle: Consideration
This portion of your content strategy should be aimed at further educating your audience about your products and services. Give them content that helps them to better understand the problem solving you can provide them with.
Sealing the deal: Conversion
This portion of your content strategy should be aimed at getting customers who know your brand and understand it, to actually buy your product or service.
Connecting your content strategy with your content map
Now that you have divided your content into type, purpose, and location, it’s time to finish building your content ecosystem. Thinking about content type and location, and connecting that to content frequency, is the best way to strategize.
Example A: The Nonprofit
This nonprofit runs a robust operation, with thousands of donations flowing in every month. To keep their current supporters engaged, they send out weekly emails highlighting stories about schools being built and meals being served. To engage new donors, they run weekly targeted ads on social media. To re-engage lapsed donors, they send quarterly newsletters that highlight their impactful work over the past few months.
Example B: The Manufacturing Company
This company is at the forefront of innovation in their industry and they are creating new products every year. To alert their customers about new inventory, they create frequent email drip campaigns describing the products and their usefulness. They populate their YouTube channel with “How-To” videos where they showcase their state of the art equipment. Potential customers looking for products online will come across their videos and convert. They run monthly ad campaigns targeting construction companies so their products are getting in front of the right audience.
Example C: The Tech Startup
This start up has had an exciting few months. They’ve successfully launched a software with a flashy rollout campaign using a landing page and lots of targeted ads. They have been collecting thousands of emails through promotional social media content and send their supporters a weekly email about their progress. They keep their audience up to date about bug fixes and updates as they go. Investors and software enthusiasts alike remain engaged and excited about the software's future. They are continuing to raise money to fund future versions of the software through their long list of email contacts.
What content map and strategy combination would work best for your company?
Create Touchpoints with Your Customer
If you put yourself in the shoes of your customer, it will help inform your perspective on creating an effective content ecosystem.
Weekly emails work for some brands while monthly emails are better for others. Informative videos about how to use products are relevant for manufacturing companies while nonprofits benefit more from direct mail storytelling.
Content ecosystems are highly specific and should be tailored to your audience, so we can’t give you a one-size-fits-all plan, but if you’d like our help, book a call with one of our USDP client leaders and we’ll assess your content ecosystem.