Connect with us

MARKETING

Content Mapping Tools and 5 Mind Map Steps

Published

on

Content Mapping Tools and 5 Mind Map Steps

You spent hours sweating over a blog post to make it appealing and complete. You spent weeks of intensive preparation to produce an eye-catching video. You finally have your content in shape and publish the end result.

You promote it with a few tweets and updates on LinkedIn, Instagram, and your newsletter. And then?

Don’t cross your fingers and hope for the best. Turn to mapping to ensure your content makes the biggest impact possible.

Let me walk through the process with the example of a video presentation I did for the hybrid Content Marketing World event in 2021: What If Creating Single-Use, Disposable Content Were a Crime?

Decipher content mapping

In this case, I use the term “content mapping” to talk about mapping content to other content. Content mapping is a logical derivative of the phenomenon of mind mapping — drawing a diagram to visually organize information, frequently around a single concept represented as a circle in the center of the map.

#Content mapping lets you visually organize information around a single concept, says @carlijnpostma via @CMIContent. Click To Tweet

An experienced content mapper can easily chop the topic into separate thoughts or ideas. But less-experienced content mappers should brainstorm, using the map as a physical manifestation. I like to draw a tree and jot down all the different categories, subjects, and content types that come to mind as branches.

You can download the example and create your own version.

Click to enlarge

Map your content in 5 steps

Follow the mind-mapping process with these steps, and see how to do it with the topic of “evergreen content” – the core message in my Content Marketing World video.

1. Select your core content

Base your map on a piece of high-quality, long-form content that will gain your target audience’s attention. Though it needs to be relevant content, you don’t need to start from scratch. Have you posted an interesting article? Does your podcast contain an episode about which you would like to focus more attention?

Start your #content map with a high-quality, long-form asset, says @carlijnpostma via @CMIContent. Click To Tweet

Specify the source of this long-form content – its landing page. Will you link to a page on your website? Or is the ultimate goal to attract more subscribers to your YouTube channel?

Example: My goal for the evergreen content video is to attract more visitors to my website and convert them into newsletter subscribers. My primary content source is this page on my website featuring the video, What If … Creating Single-Use, Disposable Content Were a Crime.

2. Divide into five subtopics

Detail five subtopics related to your primary long-form content. Bear in mind these subtopics likely won’t be in a ready-to-share format.

Example: The topic of “evergreen content” can be split into these five subtopics:

  • What is single-use, disposable content?
  • Why is creating evergreen content beneficial?
  • Tips on how to create evergreen content
  • What you can learn from Netflix regarding evergreen content
  • Don’t forget …

3. Create four perspectives for each subtopic

Think, too, about the way to convey each subtopic’s message. Does it work best as an interesting headline or a quote, a trailer video, or should it be an infographic or a photo collage?

Create 20 linking messages (five subtopics multiplied by four perspectives) for the primary topic to draw in your audience. You also can use these to create additional content for your topic.

(Example is incorporated with step four.)

4. Specify the content types and channels

Think about how to distribute your messages. Take into account the characteristics of the chosen network or medium. For example, Instagram and Pinterest require images, while TikTok demands videos. Or the tone of voice on Facebook can be informal, but LinkedIn users still expect more formal language.

Example (steps three and four):

  • What is single-use, disposable content?
    • Perspective: What is single-use, disposable content?
      • Formats: title, still image, short summary, link to page
      • Distribution: Twitter, LinkedIn, Facebook
    • Perspective: What if creating single-use, disposable content were a crime?
      • Formats: trailer video, link to page
      • Distribution: Twitter, LinkedIn, Facebook, Instagram, TikTok, newsletter
    • Perspective: How do you identify single-use, disposable content?
      • Formats: title, trailer video of Unidentified Single-Use Content, link to page
      • Distribution: Twitter, LinkedIn, Facebook, Instagram, TikTok
    • Perspective: Command to the audience, “Stop creating single-use, disposable content. Start creating evergreens.”
      • Formats: poster, link to download
      • Distribution: Twitter, LinkedIn, Facebook, Instagram
    • Perspective: Explanatory summary with a cliffhanger ending
      • Formats: text, quote, link to page
      • Distribution: Twitter, LinkedIn, Facebook, Instagram
  • Why is creating evergreen content beneficial?
    • Perspective: Six reasons why creating evergreen content makes sense
      • Formats: text, link to page
      • Distribution: LinkedIn, Facebook, newsletter
    • Perspective: How evergreen content keeps drawing audiences
      • Formats: infographic, link to page
      • Distribution: Twitter, LinkedIn, Facebook, Instagram, Pinterest
    • Perspective: ROI on evergreen
      • Formats: infographic, link to page
      • Distribution: Twitter, LinkedIn, Facebook, Instagram, Pinterest
    • Perspective: Short summary of SEO benefits of evergreen content
      • Formats: text, link to blog post on website
      • Distribution: Twitter, LinkedIn, website
  • Tips on how to create evergreen content
    • Perspective: How to create evergreen content
      • Formats: text, link to additional blog post on website
      • Distribution: Twitter, LinkedIn, Facebook, website
    • Perspective: Five don’ts to become a pro in creating evergreen content
      • Formats: list, link to additional blog post on website
      • Distribution: Twitter, LinkedIn, Facebook, website
    • Perspective: Examples of brand evergreen content vs. campaign content
      • Formats: text, stills, link to page
      • Distribution: Twitter, LinkedIn, Facebook, Instagram
    • Perspective: Case study of a brand showing the value of evergreen content
      • Formats: text, link to additional blog post on website
      • Distribution: Twitter, LinkedIn, Facebook, website
  • What you can learn from Netflix regarding evergreen content
    • Perspective: What you should learn from the creators of films and series
      • Formats: text, blog post, link to page
      • Distribution: LinkedIn, Facebook, newsletter
    • Perspective: Why a new season attracts new audiences to previous seasons
      • Formats: text, link to additional blog post on website
      • Distribution: Twitter, LinkedIn, Facebook, website
    • Perspective: How to develop an evergreen strategy
      • Formats: Book Binge Marketing, summary and reviews, link to page
      • Distribution: Twitter, LinkedIn, Facebook, Instagram
    • Perspective: Six easy-to-apply tactics for your marketing strategy learned from Netflix
      • Formats: list, link to page
      • Distribution: Twitter, LinkedIn, Facebook, Instagram
  • Don’t forget …
    • Perspective: Quote from existing podcast – Unlimited Shelf Life, episode about evergreen content
      • Formats: audio quote from podcast, cover podcast
      • Distribution: Twitter, LinkedIn, Facebook, Instagram
    • Perspective: Review quotes from enthusiast audience
      • Formats: quotes, slideshow
      • Distribution: LinkedIn, Facebook, Instagram
    • Perspective: New trailer video to promote the full video
      • Formats: talking head trailer
      • Distribution: Twitter, LinkedIn, Facebook, Instagram, TikTok
    • Perspective: Collect all shareable visuals that are relevant to the topic
      • Formats: photos, slideshows
      • Distribution: LinkedIn, Facebook, Instagram, Pinterest

5. Schedule your posts over a longer period

Now that you’re ready to schedule your content, decide on what period you want to focus attention on your topic and schedule updates accordingly. Vary the times of day at which you post your updates to social media. This way, you’ll get the most viewers (unless your aim is a small audience and you’ve decided you want to repeat your message).

No time to waste

I sometimes get asked whether all this content overwhelms the audience. And if you look at all the different types together, it could seem that way. That’s why it’s so important to create a content map that allows you to manage the publishing carefully across multiple channels over time.

Updated Jan. 9, 2023
 

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

HANDPICKED RELATED CONTENT:

Cover image by Joseph Kalinowski/Content Marketing Institute



Source link

Click to comment

Leave a Reply

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

MARKETING

HubSpot to cut around 7% of workforce by end of Q1

Published

on

HubSpot to cut around 7% of workforce by end of Q1

This afternoon, HubSpot announced it would be making cuts in its workforce during Q1 2023. In a Securities and Exchange Commission filing it put the scale of the cuts at 7%. This would mean losing around 500 employees from its workforce of over 7,000.

The reasons cited were a downward trend in business and a “faster deceleration” than expected following positive growth during the pandemic.

Layoffs follow swift growth. Indeed, the layoffs need to be seen against the background of very rapid growth at the company. The size of the workforce at HubSpot grew over 40% between the end of 2020 and today.

In 2022 it announced a major expansion of its international presence with new operations in Spain and the Netherlands and a plan to expand its Canadian presence in 2023.

Why we care. The current cool down in the martech space, and in tech generally, does need to be seen in the context of startling leaps forward made under pandemic conditions. As the importance of digital marketing and the digital environment in general grew at an unprecedented rate, vendors saw opportunities for growth.

The world is re-adjusting. We may not be seeing a bubble burst, but we are seeing a bubble undergoing some slight but predictable deflation.


Get MarTech! Daily. Free. In your inbox.



About the author

Kim Davis

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

Source link

Continue Reading

MARKETING

Advocate | DigitalMarketer

Published

on

Advocate | DigitalMarketer

Happy customers love to share their experience, but sometimes they need some encouragement to do so. The cool thing is, once they do, they become even more loyal to your brand.

So, at this stage of the Customer Value Journey, ask people to share their positive experience with your brand by writing a review or sharing a social media post.

Once you get to stage seven, the Customer Value Journey is going to get a whole lot easier for you. This stage is all about learning your customer’s experience, and building up your testimonial database. 

The most important part of this step is asking these four questions. 

What Was Your Life Like Before Finding Our Solutions? What Challenges Were You Facing That Caused You to Consider Us? 

These questions are great not only because it gives you some really good stories, but because it gives you some insight on how you can provide similar prospects with that AHA moment. Understanding the average day of your clients is important in reflecting on your Customer Value Journey, and helps you understand what really set you apart from your competitors.

What Key Features Had the Biggest and/or Fastest Impact?

Not only is this going to get you to really specific stories, you will understand the specific things you provided that gave the biggest impact. The answers to these questions will not only give you great insight and testimonials, it will provide you with ideas for new lead magnets. This part is a new Entry Point Offer goldmine! 

What Has Been the Impact or Results in Your Life or Business Since Using Our Product or Service? 

This is a fairly broad question, and that’s why we put it after the others. You will have already gotten all of the specifics out of the way with #1 & #2. But when you ask this question, this is where you get the most valuable stories. You can use this part as testimonials, as an order form, as a sales page, this part is testimonial gold. 

If You Were Asked to Justify this Purchase to Your Boss or a Friend, What Would You Say? 

This is our favorite question by far. If you had to go back in time and justify this purchase, what would you say? I promise you what we’re going to find is a lot of great ideas for the jobs that your product or service has done. You’ll get a lot of great ideas for your core message canvas. This question is about backfilling all of the assets that you may not have. Here you’re going directly to the customer who are already happy, and using their justifications to help you sell to new customers. 

Hopefully you now understand just how valuable the Advocate stage could be, as well as the key questions you need to ask to get your customers talking. Here’s how it works for our example companies.

When it comes to fashion we all love to show off our outfits. So a good example for Hazel & Hems would be to have customers write reviews for a discount code or points towards their next purchase. 

Better yet, follow up with the customers to ask them to share and tag themselves wearing the items in a social media post and providing them with something valuable as a reward.

For Cyrus & Clark Media, hopping on zoom meetings or a streaming service for live talks about them and their business could generate valuable awareness for them, and a live case study for the agency. They can use the questions Ryan provided during this lesson to conduct the interview.



Source link

Continue Reading

MARKETING

Drive Conversions and Generate Engagement With Instacart Promotions

Published

on

Drive Conversions and Generate Engagement With Instacart Promotions

Through deals and coupons, Instacart has saved consumers more than $700 million in 2022. As we dive into 2023, the leading grocery technology company in North America has big plans to help consumers save even more while also helping CPGs generate sales. Instacart recently announced an advertising solution that helps both sellers and consumers called Instacart Promotions. This exciting feature is designed to help drive conversions, boost sales, and generate overall engagement on the app.

Interested in this feature and how it can help your business on Instacart? Read on as we dive into everything you need to know about this ad solution including benefits, how to get started, and more.

 

What are Instacart Promotions?

 

Instacart Promotions is an advertising feature that’s now available to all brand partners, including emerging brands, within their open beta program. Promotions give CPGs the opportunity to offer new deal structures, promotions, and incentives with Instacart Ad campaigns. With this feature in place, consumers will have access to more promotions, coupons, and deals that are tailored to them within the Instacart Marketplace.

“With the launch of our new Instacart Promotions, all of our brand partners now have the ability to set up coupons and promotions that can drive meaningful business results while also passing on more savings opportunities to consumers. We’re proud to continue expanding our portfolio with additional self-service capabilities, ad formats that drive results, and measurement that brands need to understand the true impact of their campaigns on Instacart.”

 

– Ali Miller, VP of Ads Product at Instacart

 

Source: Instacart

 

How Do Instacart Promotions Work?

 

Promotions, now available in Ads Manager, gives consumers the ability to discover more promotions and savings opportunities within the Instacart app. These promotions now show up directly on product item cards before checkout for easy accessibility. Promotions allow advertisers to customize their campaigns to sync with their goals and objectives whether that be driving sales, building baskets, or boosting trials.

Instacart shared a recent example of a brand successfully utilizing Promotions… 

Athletic Brewing, General Mills, Sola Company, and Wells Enterprises (maker of Halo Top) are strengthening campaign performance by pairing Instacart Promotions with ad formats such as Sponsored Product and Display. Instacart Promotions include two new flexible and customizable structures: Coupons (“buy X units, save $Y”) and Stock Up & Save (“Spend $X, Save $Y”). 

According to Instacart, in the coming months, the company “will work to further enhance the new offering with new deal structures such as Free Gifts and Buy One, Get One (“BOGO”). The new deal structures will help brand partners run “Free Sample” programs that can win new customers and serve personalized discounts for different customer segments, such as “new to brand” and “new to category.”  

 

Example of Instacart Promotions

Source: Instacart

 

Instacart Promotions Benefits

 

Deliver Value and Savings to Consumers

 

With Instacart Promotions, you have the opportunity to deliver value and savings that will have consumers coming back for more. With this savings feature, your brand can stand out among the competition and offer a variety of deals to shoppers ie: “Buy X units, Save $Y”.

 

Hot tip: Ensure you are selecting products for your promotion that are well-stocked and widely available.  

 

Tailor Your Campaigns to Specific Objectives

 

With a variety of savings options available, your brand can structure deals to fit specific business goals and objectives. 

 

Hot tip: If you’re looking to drive visibility and awareness, try pairing promotions with Sponsored Product campaigns. 

 

Access Real-Time Performance Insights 

 

The Promotions beta program is live and can be accessed within Instacart Ads Manager. Within Ads Manager, advertisers can access real-time insights to maximize performance and adjust campaigns as needed.

 

Hot tip: Make sure your budget matches your discount and objectives.

 

“As an advertiser, Instacart’s unique offering to self-manage promotions is so exciting! Historically, making adjustments to offer values and other promotion parameters was a more manual process, but now we’ll be able to easily make optimizations in real-time based on redemption performance.”

Emily Choate

Emily Choate, Senior Specialist, Marketplace Search at Tinuiti

 

Interested in Instacart Promotions?

 

With Instacart Promotions, you have the opportunity to reach new customers, build bigger baskets, and drive sales. Interested in testing out the beta program or looking to get started with advertising on the app? Drop us a line – we’d love to help elevate your CPG brand on Instacart.

 

Source link

Continue Reading

Trending