Why Your Digital Content Marketing Agency Should Be Mapping Your Content
                     Why Your Digital 
Content Marketing 
Agency Should Be 
Mapping Your Content
https://goodmanlantern.com/
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In this piece, we will dive into the many benefits of content mapping and how it 
enhances your customer reach. But first, we need to understand what content 
mapping is, and why your digital content marketing agency should implement one 
going forward.
According to Hubspot, “content mapping is the process of creating content that 
addresses buyers at different stages of the customer lifecycle. Each piece within a 
content map is designed to meet the needs of the buyer at a certain point in their 
journey — with the ultimate goal of driving them toward a purchase decision.”
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You can’t take a blanket approach when it comes to content. Not everyone is going 
to relate to the same piece of content. This is why you need content mapping. It 
will speak to people at the right point in their buyer journey.
This is just one of the many benefits of content mapping. Below we list additional 
ways in which content mapping can help your business.
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It Gives You a 
Clear Idea of Who 
Your Audience Is
The overall goal of 
content mapping is to 
target your pieces to the 
right audience and right 
buyers. To do this, you 
first need to figure out 
who your audience is. A 
clear strategy will help 
you do just this.
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It will give you a better idea of your customer demographic, what they like, how 
old they behave, and what they spend money on. Most importantly, this gives you 
a better understanding of when your buyers need your content the most.
Is it at the start of their purchasing cycle when they need convincing? Or is more 
impactful to start being tactical about advertising how your business helps them in 
life? This is how content mapping helps you to better understand who you are 
marketing to.
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It Helps You Reach the Audience at 
the Right Time in Their Journey
Let’s imagine that you are distributing content that speaks to people at the start 
of their purchasing journey. You might assume that that’s a logical decision. But, 
content marketing is more complicated than that. What your customer needs 
could well be content in the decision-making process at the end. Creating 
content for the wrong phase of a customer journey could even be detrimental to 
the process. This could result in wasted time and resources for you and your 
team.
When you do content mapping, you can identify the exact moment that a 
customer needs your content or content ideas. You can, of course, create pieces 
for all phases – awareness, consideration, and decision-making. But you 
wouldn’t know that you were lacking in some phases if it weren’t for content 
mapping. This brings us to our next point.
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It Will Help 
Audit the 
Content You 
Already Have
Content mapping will 
help with a full content 
audit of pieces you have 
already created. This will 
show you what pieces 
work in which phase of 
the buyer journey. You 
can map existing pieces 
according to awareness, 
consideration, and 
decision-making. This 
will limit the chances of 
duplicating content 
further down the line. It 7
also shows you where 
the gaps are.
Once you commit to content mapping as a strategy, you will be able to see where 
you need more content. Perhaps you have a lot of content in the awareness phase, 
but none in the consideration phase. You will then be able to brief your
 SEO content writing company on the new pieces that they need to create based 
on this.
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You Can Increase Your Reach to the 
Right Customer
When your content lacks a target audience, the chances are that the wrong 
people are seeing what you put out there. You need to take a more strategic 
approach to content. Targeting your pieces according to specific groups, and 
creating them with those groups in mind, will serve you. It will increase your 
chances that your content lands in front of the audience you need.
With this approach, you will need to use the right keywords. This also ensures 
that you distribute on the right channels and that you meet your ideal customer 
where they are at. This means that you have a wider reach of the people who 
would benefit from seeing your content.
Now that you understand the benefits of content mapping, let’s have a look at 
an example. This will help paint a clearer picture of how to do content mapping.
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An Example of 
Content 
Mapping
You have identified that 
several small businesses 
need cashless payment 
solutions, which is what 
your company offers. 
They want to invest in a 
solution, but they have 
no idea which system 
would work best for their 
business and why. They 
would like a solution that 
is easy to operate and 
that can be mobile 
should they be selling at 10
a pop-up store or 
market.
Content ideas for the awareness phase could be, “A beginners guide to cashless 
payment solutions”. Alternatively, a video on how much maneuverability going 
cashless gives a small business. In the consideration phase, you could create a 
piece on “When should you consider going cashless as a small business”. This will 
drive potential buyers at this stage to make a decision. And once they have made 
a decision, you could share quotes on the different packages that you offer for your 
services.
Even when they are an existing customer, you could continue to share pieces that 
help your customer and their business.
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How Can Your Digital Content 
Marketing Agency Help?
Now that you understand the benefits of this approach to content marketing and 
you have an idea of what it looks like, it’s time to set it in action. If you don’t 
have the resources to do this internally, you can use an outside agency to help 
you.
Look for an agency that offers the best content writing services and content 
mapping approach for your company. They should be able to guide you with 
creating a plan of action going forward. A digital content marketing agency will 
have years of experience in content mapping. With the right team behind you, 
you can use this approach to ensure that you improve your reach to your target 
audience and grow your business.
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THANK
YOU!
Goodman 
Lantern
Phone: Email: Website:
+1 9292993999 [email protected] https://goodmanlantern.c
om om/
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