1. C O N T E N T
M A P P I N G
S T R A T E G Y
ANSWERIDENTIFY ASK MAP PRODUCEAUDIT REPEAT

2. Use this framework to assess your existing
content inventory and generate ideas to:
RE-TARGET YOUR CONTENT
Audit your existing content inventory to find
how existing assets can be realigned.
IDENTIFY CONTENT GAPS
Identify gaps in your existing inventory that
will justify the creation of new content.

3. Before you start mapping your content with this
framework, you must:
IDENTIFY THE
BUYING STAGES
Your target audience seeks
different information depending
on where they are in their buying
journey. Knowing their stage will
help you better identify their
needs and deliver more relevant
and valuable information.
KNOW YOUR
BUYER PERSONAS
This is foundational information.
Though your content marketing
benefits you, too, every single
piece of content you publish is
crafted for them. If you don't know
the audience you're trying to
address, stop here. Seriously.

4. THE BUYER
JOURNEY
THE BUYER
JOURNEY
Once you've identified your target persona, list
out the stages of your buyer's journey. You may
have more or less; we use a simple 4-stage
journey:
UNAWARENESS
AWARENESS
CONSIDERATION
DECISION
I don’t know that I have the problem you solve.
- or - I don't know what problem you solve.
I have a problem and I know you claim to solve
this problem.
I need to solve this problem and I am weighing
the value and benefits of your solution.
I understand what your solution is and now I
want to see it in action.

5. The Content Mapping
Framework is made of six
fundamental steps. This
model is designed to be
cyclical so that we are
constantly refining our
work as we track our
audiences' signals
through their interactions
with our content.

6. A
B
THIS IS NOT HOW MAPPING WORKS
IN CONTENT MARKETING.

7. 1. IDENTIFY
The Concerns And
Motivations Of
Your Buyer
Personas
2. ASK
What Questions Are
Your Personas Asking
At Each Stage Of Their
Buyer Journey?
3. ANSWER
6. PRODUCE
5. MAP
4. AUDIT
The Concerns And
Questions Your
Personas Are
Asking
Content Needed To
Address Any
Questions That Are
Unanswered
Your Content
Inventory To
Address Your
Personas' Questions
Your Existing Content
Inventory For Gaps -
What Persona Questions
Are Unanswered?
CONTENT
MAPPING

8. BUYER
PERSONA
UNAWARENESS
AWARENESS
CONSIDERATION
DECISION
As your buyer persona moves
through each stage, note his/her
various concerns and interests. For
example, your buyer persona at the
decision stage may be concerned
with objectives like demonstration,
adoption, or validation.
1. IDENTIFY
THEIR
OBJECTIVES

9. UNAWARENESS
AWARENESS
CONSIDERATION
DECISION
2. ASK THEIR QUESTIONS
Informative
Entertaining
Illustrative
Educational
Problems
Solutions
Expertise
Differentiation
Capabilities
Demonstration
Adoption
Validation
Following the same
sample persona in
decision stage, begin to
list out the questions
they would ask based on
the objectives you've
identified - then answer
the questions.
3. ANSWER THEIR
QUESTIONS

10. 4. AUDIT FOR CONTENT GAPS
You'll begin to identify objectives that aren't being
addressed for a variety of personas at differing
buyer stages. You may discover that you don't have
any good content to address an objective at one
stage, but you have some content being used at
another stage that could be retargeted to fill the
need.

11. 5. MAP OUT YOUR
INVENTORY
Allocate your existing
content assets to align
them as answers to the
questions you've listed
out earlier.
6. PRODUCE NEW
CONTENT
Now you can begin
approving productions
for new assets needed to
address any remaining
unanswered questions.

12. REPEAT.
www.conteni.do