For marketers, times they are a-changing.

With the customer in power, marketing doesn’t work without a target. Content MapYou need to align your content to the buyer’s journey. You need personas for each type of customer. You can hit the bullseye with a content map.

A content map is a cross-section of your personas and the buyer’s journey – the best way to target your audience and see your content gaps and opportunities.

But creating a content map it’s not as easy as it sounds. Which is why we’ve put together a step-by-step guide to help you through the process.


#1 LEARN THE TERRITORY

What are Personas?

What are Personas?
Personas: the only time generalizations will actually do you good. Creating your buyer personas is the best way to really connect to your audience.

So what are they? They’re generalizations based on your customers’ buying behavior. These traits can range anywhere from industry, company size, revenue – or alternately, gender, income, education, pain points, etc.

It’s always good to create multiple personas so you have a well-rounded view of your audience. But, don’t stress — these can always be adjusted along the way.

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What is the Buyer’s Journey?

Buyers Journey

Not everyone uses the 1-click button on Amazon. The Buyer’s Journey takes you through a buyer’s progression from product consideration to research to purchase.

Why is this important? You can create content that speaks to every stage and step of a buyer – which means making more connections and getting more potential purchases.

Bring out your nurturing side — create your own buyer’s journey specific to your brand.

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#2 PLOT A COURSE

How to Create a Buyer Persona

Buyer Persona Guide
Meet Lucy and Steve — two examples of buyer personas.

Get the breakdown of building your own personas, aligning to the buyer’s journey, and creating content that works. This is your first step away from one-size-fits-all marketing. Take it.

LEARN HOW

Align To The Buyer’s Journey

Content Map Worksheet

So you’ve created your key buyer personas. Now, you can fill out our worksheet! We created an interactive customer persona and buyer’s journey worksheet to help you create pieces of content that speak to each stage/persona.

Enter your own personas and buyer journey stages, then fill out the appropriate type of content for each box.

FILL IT OUT

Creating the Content Map

How to Create a Content Map
As marketers, we are digging deeper to understand our customers and the customer journey from discovery to conversion. Here’s a guide to creating content maps in Searchlight’s “content mapping” feature.
CREATE IT

Measure Your Content Map

Content Map Measurement

This in-depth webinar with persona expert, John Fernandez, will show you how to measure your content marketing, detect content gaps, and earn more customers with content mapped to the buying process. And he’ll show you how to start measuring the ROI of your content marketing… did you know that was possible?

WATCH IT

#3 EXAMPLE ROUTES

Learn from Example

Buyer Persona Recipe

A Recipe for Persona Marketing

allwebcafe — a digital marketing agency known for its creative, persona-based approach to B2B brand strategy — shares their secret recipe for mapping content to personas. Get a taste of their strategy in this post.

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audience-segmentation

Gamifying Audience Segmentation

Bisk Education, a worldwide leader in online education, digs into how they craft their own customer personas. Take notes on how these personas have helped them amp and focus their content marketing efforts.

READ IT

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