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The Importance of Mapping Content in the Customer’s Journey

The user journey plays a big role in determining how top creative agencies in London design websites. The way content is presented on a website will determine the user journey. This is why content mapping is used as a powerful marketing tool.

Content mapping creates a sketch for the top creative agencies in London to connect the different content on a site to the customer journey. By doing this, they can create better possibilities for improvement that will meet the needs of the audience.

Why Content Mapping is Important?

Understanding Your Audience: By understanding and sketching the journey the customer follows in their interaction with you, there is a deeper understanding of who they are and what they are looking for. The customer goals, problems, and needs become clearer and it will be easier to implement a marketing strategy that appeals to the target.

It Drives Purposeful Content: Instead of focusing on having a lot of content, you can have purpose-driven content. Every word, every image, and video on a website will be geared at satisfying a particular need or answering a question that you know the customer would be interested in. Purpose-driven content is usually quality content and the results are positive.

Content is Audited: It is important to know what content you have and what you need to add. Content mapping provides an audit of your content so that everything is cataloged. You can even store content in a library so that you avoid duplicating already existing content.

Creates an Effective Guide for Customers: The purchase funnel needs to be systematically designed based on knowledge about your audience. Mapping content helps in setting up that effective funnel that is designed basing on where your target is, what will attract them, and how to funnel them right to the point that they are ready to purchase.

For effective content mapping, a strategic plan layout needs to be followed. The following process can be used:

Know Your Target

This is a visualization of your target. You need to create a persona that makes the target seem real. This information needs to cover every aspect of the target right from their gender, age, social status, financial situation, etc, right up to detailed information like what interests them, which websites do they visit the most, what do they like to eat, and so on. Most importantly, you should identify their buying habits.

Record the Customer’s Journey

The information you have about the target’s persona makes it easier to record their journey. Basically, you would be dealing with 5 steps which are:

  • Consciousness
  • Engagement
  • Assessment
  • Buying
  • Post-purchase

It is not enough just to list these stages, you should also detail what happens as the customer goes through the stages. For example, how do they become conscious of a product? Is it through a paid ad? Then do they engage by calling or sending an email and how do they evaluate the product and eventually decide to buy? All of this should be documented.

Choose Appropriate Content for Every Step of the Journey

Based on what you know about the target, you can determine which content would be appropriate at particular stages of the journey. For example, blog posts are effective in making audiences conscious of a need they have and a newsletter would engage them while reviews play a big role in assessing a product.

You can use multiple content for a single stage to ensure maximum results.

Content Audit

You need to know what audit you already have. Create a content catalog that will have all the relevant information you need to find it. The content audit will ensure you are not creating repeated content which might be a waste of time and interrupt the journey of your target. This audit will also help you in the next stage.

Map Content

Remember that content needs to be relevant and purpose-driven. Now is the time to see how much every bit of content contributes to the funnel. Link every content to a stage in the journey. The content’s selling point should also be evaluated. Figure out what it is encouraging the buyer to do at that point in the journey. Also, check the quality of the content and discard or improve low-quality content.

Fill in the Gaps

Not all stages of the funnel process will have sufficient content. After mapping, you will notice the gaps and those will need to be filled. Create content for those gaps. The content will have to be quality and relevant.

In the end, you want to have a website that entices loyal clients. Continuous auditing will make it possible to see the impact the content is having. Over time you also get to see your brand improving. With the right tools mapping and auditing your content will be an effective task towards a successful website.


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