A “content map” is essential when launching owned media. A content map is a “table of contents” or “blueprint” for your site. By creating one, you can check the overall image and structure of the site and share strategies with team members.
In this article, we will introduce the purpose and method of creating a content map.
Content maps are essential for launching owned media
Creating a content map is essential when launching owned media.
A content map is a “table of contents” or “blueprint” for your site.
As shown in the diagram below, the site is organized into chapters for each type of page, and if necessary, the chapters are further divided into items, and the pages are arranged in a hierarchical structure.
Content map format
Creating a content map makes it easier to get an overview of your site.
It’s easy to see the internal structure of your site, and you can even share it with your team members.
If you launch owned media without creating a content map, you will end up creating new pages without knowing the whole picture.
As a result, necessary pages may not be created, or conversely, multiple similar pages may be duplicated.
Also, the internal structure of the site cannot be created effectively.
Team members may not be able to share the overall picture, leading to discrepancies in direction.
For the above reasons, a content map is indispensable when launching owned media.
It is also important to review the content map from time to time after it is created and make any modifications to ensure that it faithfully reflects the current state of the site.
Purpose of creating a content map
The purpose of creating a content map is as follows.
1. Understand the overall picture of your site
The primary purpose of creating a content map is to get an overall picture of your site.
By understanding the overall picture of your site, you can avoid creating unnecessary pages or duplicate pages, and create pages efficiently.
Especially when launching a large-scale site with over 100 pages, it will be almost impossible to understand the overall picture without a content map.
Also, creating a content map is very effective when renewing a site.
You can check existing pages and clearly consider what kind of new pages you should create.
2. Check the structure of conductors, etc.
By creating a content map, you can easily check the internal structure such as user flow.
When it comes to owned media, it is important to connect multiple pages through internal links and carefully design the user flow.
By getting users to move between pages, you will ultimately lead to conversions.
Without a content map, it’s difficult to see the internal structure of your site.
Therefore, it will be difficult to create a site that effectively guides readers to conversion.
3. Share strategy with team members
The purpose of creating a content map is to share strategies among members involved in launching owned media.
Generally, multiple members will be involved in launching owned media.
It is important that the direction and strategy of the site are shared among these multiple members.
Without a content map, you won’t be able to share the overall picture and internal structure of your site with your members.
Therefore, each member will be working in their own way, making it difficult to maintain a unified direction for the site.
How to create a content map
Let’s take a look at how to create a content map.
Step1 Setting goals
When creating a content map, it is important to first set goals.
Set both short-term (6 months to 1 year) and medium- to long-term (1 to 3 years) goals.
With owned media for BtoB companies, short-term goal setting is
- Increase site visitors
- Increase conversion rate from visitors to prospects
And so on.
In addition, long-term goal setting
- Increase conversion rate from prospects to customers
This is common.
Step2 Persona settings
After setting your goals, it’s time to set your personas.
A persona is a portrait of a visitor to your site.
In the case of owned media for BtoB companies, the target customer is a company, so a “corporate persona” is created.
When setting up a company persona, first set the attributes of the target company, such as its industry, type of business, sales, and the issues the company needs to solve.
Next, consider the purchasing stakeholders, such as your direct purchasing agent and any supervisors you may need to settle with or anyone you may need to agree to.
Based on this, we will identify the information needs of purchasing managers and purchasing-related parties.
Step3 Create a customer journey map
Once you have established your company personas, create a customer journey map based on them.
What is a customer journey map?
- Site awareness
- Information gathering
- comparative study
- purchase
This is a four-stage list of information needs and the content that can meet those needs.
It is important to consider the content provided to the information needs of both purchasing managers and purchasing stakeholders.
You can download the customer journey map template for free from the page below on this site, so please take advantage of it. The first page is a sample, and the second page is a sample. Since it is in PowerPoint (PPTX) format, you can edit the sample text on your computer, or you can erase the text, print it, and write by hand.
Step4 Create content map
After following the steps above, create a content map.
When creating a content map, list the keywords that your persona will search for.
Next, group the content provided in the customer journey map for each keyword.
When grouping, it’s also important to consider user paths.
Carefully consider the path so that the users coming in through search can move smoothly toward their goals.
summary
◆ Creating a content map is essential for starting up owned media ◆ A content map is equivalent to a “table of contents” or “blueprint” for a site ◆ The purpose of creating a content map is to understand the overall image of the site and understand its internal structure. Review and share strategy with team members ◆ Creating a content map involves setting goals, setting personas, and creating a customer journey map.