- Marketing Strategy
- June 1, 2022
The Framework Broken Down (Part 4): Unlocking Content Maps' Power
This article is the fourth of a six-part series exploring the key parts of The Framework from Aspire™.
The dynamic world of SMB B2B companies demands a focused and strategic approach to content creation. Content is a potent tool, attracting, educating, and converting your ideal customers. However, without a content strategy, the potential might turn into missed opportunities or diluted messages. That's where content mapping comes in handy. Content maps are instrumental in charting the most relevant and appealing content journey for your Ideal Customer Profiles (ICPs). This report explores the power of content maps and how they can turbocharge your content marketing efforts.
Step 1: Understanding Your ICPs
Effective content marketing starts with a deep understanding of your ICPs – the customer profiles that align well with your products or services. A clear grasp of their challenges, pain points, and aspirations aids in tailoring your content, offering solutions that genuinely address their needs. To thoroughly comprehend your ICPs, conduct extensive research, accumulate insights from customer interactions, and form detailed personas.
Step 2: Identifying Content Needs
Once your ICPs and their needs are clear, it's time to align your content with the customer journey. Consider the various stages, such as awareness, consideration, and decision. Identify the most fitting content formats and types for each stage. For instance, you may use whitepapers, case studies, videos, webinars, and more.
Step 3: Gap Analysis
Perform a gap analysis to ascertain the existing content in your organization and the need to create new material. This examination helps you detect content gaps or areas where you can enrich your offerings to better meet ICPs' needs. Filling these gaps ensures a cohesive, comprehensive strategy, closely aligned with your business objectives.
Step 4: Customizing Content for Each Stage
Content maps guide you to create optimal content at each stage of the buyer journey. During the awareness stage, concentrate on educational and informative content addressing your ICPs' pain points and challenges. The consideration stage calls for more detailed content, highlighting your product features, benefits, and your expertise. In the decision-making stage, offer testimonials, case studies, and comparison guides to aid your ICPs in making an informed choice.
Step 5: Diversify Content Formats
Diversifying content formats benefits SMBs as it caters to the varied needs and preferences of their ICPs. Some customers might lean towards interactive or visual formats, while others prefer written material. Experiment with different formats to effectively reach your audience.
Step 6: Consistency & Repurposing
Consistency in content creation is crucial for establishing your brand's authority and engaging your audience. Moreover, repurposing content across channels and formats can expand your reach and maximize your efforts. You can convert reports into videos, testimonials into case studies, or webinar content into blog articles. This repurposing technique ensures your message is consistent while enhancing your content library.
Content maps are a powerful tool for SMBs, guiding the delivery of the right content, at the right time, to the right audience. A successful content marketing strategy begins with understanding your ICPs and identifying your content needs. Progressing further, conducting a gap analysis, customizing content for every stage of the buyer journey, utilizing diverse formats, and repurposing content are essential steps that build on your strategy.
Content maps align your content creation efforts with your ICPs and their buyer journey, filling in any content gaps and ensuring a cohesive approach. By diversifying formats and consistently repurposing content, your SMB can effectively connect with its target audience, establish thought leadership, and drive meaningful business growth.
In this journey, The Framework from Aspire™, a 6-step approach, can provide valuable support, enabling a strategic and streamlined approach towards successful content marketing.
Aaron Marks is the President and Founder of Aspire Marketing Group. A digital pioneer with nearly two decades of online marketing experience, Aaron has helped organizations ranging from fledgling startups to Fortune 500 enterprises, and global manufacturers to U.S. Presidential campaigns, get the marketing and business results they needed.