Content mapping is a crucial aspect to successfully marketing your business. It’s a great way to lead target customers to your sales funnel, create a trustworthy relationship with your customers and promote the message behind your business. It’s an excellent way to showcase brand consistency and values which are really important to potential customers.

MDG Advertising have found that 70% of internet users want to learn about products through content, so it’s highly important you get this facet of marketing right!

In this post we share how to content map for marketing success.

So what exactly is content mapping?

Content mapping is the “process of delivering the right content, to the right people, at the right time.” (source) It’s the process of creating and developing a strategic plan to disseminate relevant and valuable content that meets the needs of your target customers. 

How do you create a content map?

  1. Identifying your target customer

The first step to creating a content map is to identify exactly who your business’s ideal customer is, this acts as the foundation of all of the elements to come. It’s one of the most important tasks as the better you understand your customer, the better you will be able to plan and create relevant content to target them with. You should base your target customer on your audience research, look into a wide range of demographics and categories and narrow your findings down to who your definitive customer is.

For example: if you’re selling running trainers you will want to look into the key demographics of your target audience, what is the age range/ gender? What are the psychographics of this customer? What are the challenges your customer faces? What type of content does the customer want? And what kind of channels do they prefer? Answer all of the above and you’ve identified your target customer!

 2. Map the customer’s journey

Documenting the customer’s journey is an important procedure in content mapping. A customer journey map allows you to outline the process a customer goes through to make a purchase. Understanding their pathway is key to defining their experiences at each stage of the marketing funnel. It’s crucial you do this before creating any new content. Once the journey is mapped out you will be able to work out what content you should be creating in order to attract and maintain customers. 

 3. Pick your content styles and distribution channels/ formats

With the research conducted from the previous stages you should now know what content styles and formats your customers are most likely to engage with. Make note of the types of content that work better for each stage of the journey.

 4. Conduct a current content audit

Before you actually begin mapping out your content plan you should start by conducting a content audit. Go through all of your previous/current content and make a catalogue of what you have already put out. You can note what worked well and what didn’t, what is SEO friendly and your conversion rates.  You can do this manually by putting it into a spreadsheet or you can use online tools such as Screaming Frog  SEMrush and Hubspot all of which keep your data organised and easily accessible.  

It’s useful to create a content audit so that you don’t end up duplicating previous content or redoing something that didn’t work. This task can be lengthy but it’s a really important stage in the process of creating a winning content map!

5. Build a content calendar

Research from task 2, 3 and 4 will help with this next stage. You will now need to pull together all of the information you have gathered and build a content calendar. There are plenty of online content calendar tools such as Hubspot and Content Cal, that you can use to schedule your content and keep organised. 

If you work in a team collaborative, then a tool like Trello is a great way to plan content and social posts whilst keeping everyone in the loop.


It’s super important that your business focuses on creating personalised content to ensure your visitors turn into returning customers. In fact over 75% of consumers say that they are willing to invest in a brand that creates that all important content [source]. Listen to your visitors and you’ll be sure to see excellent results! 

Have you already started content mapping? What results has it had on your business? We would love to hear from you so get in touch!

Ready to discuss your strategy? Book a FREE audit call here.