• Menu
  • Skip to right header navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer

Spectrum Group Online

Decisions Made with Data.

  • What We Do
    • SEO
      • White Hat SEO
      • Local SEO
      • Website SEO Audit
      • Link Building
      • Penalty Recovery
    • Google Analytics
    • Pay Per Click
      • Google Ads
      • Bing Ads
    • Content Marketing
    • Social Media
    • WordPress
      • WordPress Websites
      • WordPress Maintenance
  • Pricing
    • Our Pricing Explained
    • PPC Pricing
    • Brand-Only PPC
  • Case Studies
    • Testimonials
  • About
    • Who We Are
    • Upcoming Events
    • Certifications
    • Tools We Use
  • Contact Us
  • Blog
  • What We Do
    • SEO
      • White Hat SEO
      • Local SEO
      • Website SEO Audit
      • Link Building
      • Penalty Recovery
    • Google Analytics
    • Pay Per Click
      • Google Ads
      • Bing Ads
    • Content Marketing
    • Social Media
    • WordPress
      • WordPress Websites
      • WordPress Maintenance
  • Pricing
    • Our Pricing Explained
    • PPC Pricing
    • Brand-Only PPC
  • Case Studies
    • Testimonials
  • About
    • Who We Are
    • Upcoming Events
    • Certifications
    • Tools We Use
  • Contact Us
  • Blog
You are here: Home / Content / What is Content Mapping?

What is Content Mapping?

October 12, 2017 //  by Daniel Crummack//  Leave a Comment

Last Updated on August 1, 2020

Around the World in 80 Blog Posts

If you want to use content marketing to help generate customers for your business then you need to make sure you have carried out content mapping on all pieces of content that you plan on using as part of your sales funnel. Find out how not to get lost with content mapping here.

Ready to Talk?

Following the Right Path

Content mapping is a term that describes the process of classifying your content into different stages of your sales funnel. The simplest way to break down your sales funnel is into three different parts:

  1. Awareness – They are aware they might have a problem/ issue.
  2. Consideration – They understand their problem/ issue.
  3. Decision – They understand their problem/ issue and know that you can help fix it.

You can make your sales funnel more detailed than that if you think it’s necessary, but these broad headings should cover the basics.Content Mapping

Once you’ve defined the stages you need to create a list of all of your content. Everything from blog posts, to white papers or PDFs, Case studies, and infographics. Once you’ve got a laundry list of all of your content you then need to think about which stage each piece of content fits in.

The basic rule to follow is, the simpler, more introductory, content is, the earlier it fits in your sales funnel. Then as it gets more complex and detailed it fits in later. Finally, when you’re creating price lists or features tables, that’s the final stage.

Another way of categorizing the content is using the medium itself. For example, a 2-minute explainer video is great for showing to a new lead. But a 15 page detailed PDF walkthrough isn’t. Some types of content, like an infographic, are better at pulling in a casual website viewer, whereas others, whitepapers, for example, are much better suited to a lead in the decision stage.

Filling in the Gaps

Once you’ve mapped your content you will have a much better idea of where the gaps are in your sales funnel. Often companies find that they create a lot of decision stage content, but neglect the earlier stages. It’s difficult when you’re a subject matter expert to create more simplified content, and when you’re being paid to create content you often want to focus on more ‘salesy’ content. But creating early-stage content is just as important as making a sales brochure in converting users to make a purchase.

Content Mapping Your Future

Once your content is all mapped out you should have a well-supported sales funnel, full of quality content. Do you think content mapping is important or just another way of making marketing sound more complicated than it is?

Photo credit – Top: Wikipedia
Photo credit – Bottom: Wikipedia

Share this:

  • Twitter
  • Facebook
  • LinkedIn
  • Reddit

Category: Content

About Daniel Crummack

Starting his career in inside sales, Dan parlayed that experience into creating content for inbound marketing and PPC management. He understands what generates qualified leads and converts suspects into prospects, meaning he has a full understanding of the whole sales cycle. Dan is also involved in WordPress design and development projects, a key contributor in optimizing content for organic search.

Betty Kaufman
Betty Kaufman
2020-12-27
I have nothing but great things to say about the team at The Spectrum Group Online. For years, they've been managing my website, making sure it's up to date and that there are no issues. In the last 4 months, they've been running Facebook ads for me, and I'm thrilled with the results. Great ads. Tons of leads. A steady effort to improve the leads. Very responsive. If you want to be seen on social media, you should definitely talk to The Spectrum Group Online.
Vanessa Contreras
Vanessa Contreras
2020-04-13
I appreciate Spectrum’s data-based approach to digital marketing. They created a dashboard specific to the data points most important to our multi-location retail business. Even more importantly, they educated us and delivered insights that fed our digital marketing and e-commerce strategies.
Alison Salisbury
Alison Salisbury
2019-10-17
Spectrum has been managing my website for years. Technology and web security changes often, making it hard for a small business to keep up. I never worry because the Spectrum team takes care of the critical details. I particularly appreciate they proactively keep my website safe and secure. Peace of mind and great customer service. That's why I can highly recommend them!
Mark Feldstein
Mark Feldstein
2018-05-09
Our business grew, greatly due to the efforts of the Spectrum team. They are a focused company with great experience and plenty of talent to support their process. Jen Currier, in particular, is an excellent PM, who helped us every step of the way. They helped us re-design our website from the ground up and used tools such as Keyword Research and Heatmaps to help drive leads to our company. We had the best year in the history of our company, in part due to Spectrum's efforts. I do not hesitate to highly recommend them.
SantaCruz NonForceChiropractors
SantaCruz NonForceChiropractors
2017-07-14
Massimo and The Spectrum Group Online have been very effective at sending quality traffic to our website and generating phone calls for appointments. Massimo has always been professional, responsive, and ready to make useful suggestions as well as explain the many ins and outs of search advertising. I highly recommend him to any business wishing to use a skilled and professional search marketing expert to increase their leads and grow their revenues.
Google rating score: 5 of 5,
based on 6 reviews.
Previous Post: « Have you Doubled Your AdWords Daily Budget?
Next Post: SEO Over-Optimization Mistakes »

Reader Interactions

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Primary Sidebar

Categories

  • Case Studies
  • Content
  • Links
  • Local SEO
  • News & Events
  • PPC
  • Sales
  • SEO
  • Social Media
  • Web Analytics
  • Web Design & Development

Recent Posts

  • Impact of Customer Reviews on Sales
  • Spectrum Named in San Jose’s Best 15 SEO Firms
  • 2021 Predictions & Trends
  • Spectrum Named Top B2B Company in California
  • Emerging Data Protection Concerns For A Remote Workforce

Footer

Spectrum Group Online

About Us
Certifications
Contact Us

spectrum@spectrum-group-online.com
(408) 883-2276
San Jose, CA 95129

Stay On Top Of Your Game

Digital Marketing never stands still. Keep up with the latest online marketing trends, sign up for our monthly newsletter. We promise no SPAM and no sales pitches.

Twitter LinkedIn Facebook Instagram YouTube

Copyright © 2021 Spectrum Group Online, LLC | All rights reserved | Privacy Policy | Site Map

This website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled

Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.

Non-necessary

Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.