A 4-Step Buyer Journey Map Course of for Higher Content material Outcomes [Template]


Did you carry a map (digital or in any other case) with you in your final street journey? Most individuals do – It’s the easiest way to make sure that you arrive precisely the place you meant to go.

But comparatively few entrepreneurs create a map when planning content material. They need to. A buyer journey map is a good way to guide prospects and clients to a vacation spot that meets their data wants (and your advertising targets.)

The journey mapping course of can also present the strategic course your staff must know what sort of content material to create to assist transfer web site guests and different prospects by means of the gross sales cycle.

Although journey mapping can appear to be a posh and tedious time suck, it doesn’t should be.

A streamlined journey mapping course of helped fintech firm Datasite remodel random acts of content material into linked, customer-centric experiences.

Persuade & Convert’s Jenny Magic labored with Datasite Vice President of Advertising and marketing Americas Marcio Moerbeck to create the corporate’s buyer journey maps. Right here’s an in depth walkthrough of the method they adopted (and a template you should use to get began) from their presentation at Content material Advertising and marketing World 2021.

Marcio and Jenny additionally clarify why buyer journey maps are a vital a part of any content material advertising technique and what they will help your model obtain on this quick video:

What’s a buyer journey map?

A journey map is a visible illustration of the client journey that defines:

  • All of the factors the place clients and prospects work together along with your model
  • What they need to accomplish at every one
  • The trail they take from level to level as they transfer towards a purchase order

Jenny describes it as representing the intersection of purchaser wants and your group’s calls to motion. “It’s desirous about what they want, what we’d like, what do we wish them to do, and why would they need to do it. It helps content material entrepreneurs get out of their very own heads and see their model by means of the eyes of consumers,” she says.

Making a buyer journey map on your #ContentMarketing helps you see your model by means of your prospects’ and clients’ eyes, says @JennyLMagic by way of @CMIContent @semrush. #CMWorld Click on To Tweet

Journey mapping is a marketer’s “secret superpower,” Jenny says. “The intersection of your model technique, your personas, and your journey maps is true content material advertising gold.”

Why create buyer journey maps?

Viewing your model’s worth by means of that lens helps you evolve your content material expertise to change into extra customer-centric.

That’s notably necessary as a result of clients need to do their very own analysis. Based on TrustRadius analysis, 87% of patrons need to self-serve half or all of their shopping for journey, and 57% of patrons already make buy choices with out ever speaking with a vendor consultant.

87% of patrons need to self-serve half or all of their shopping for journey, and 57% already make buy choices with out speaking with a vendor rep, in keeping with @trustradius #analysis by way of @joderama @CMIContent @semrush. Click on To Tweet

They usually’re much less affected person with advertising that prioritizes the model’s messages and targets over a helpful and contextually related content material expertise.

“Each single content material choice examine offers entrepreneurs a thumbs down on whether or not or not the content material is goal versus being biased; whether or not it’s centered on substance over model; whether or not it’s the correct amount of fabric or an amazing quantity, and eventually, whether or not or not it’s extraneous to their analysis,” Jenny says. “This implies [marketers] aren’t doing a improbable job telling them what they should know to make that call.”

Working by means of the mapping course of retains you centered on clients by:

  • Enabling cross-team alignment round buyer wants: The mapping course of brings gross sales, advertising, and buyer help collectively to outline what clients have to know earlier than they purchase, what they want after they buy, and the tales advertising can inform to help these interactions.
  • Guiding content material priorities: It’s simple for groups to get distracted by the subsequent shiny object, the subsequent social media channel, or some thrilling thought from the C-suite. A journey map that clearly articulates viewers wants helps make sure the staff stays true to what your viewers desires and desires.
  • Inspiring customer-centric content material. Auditing your content material throughout the mapping course of can reveal matter gaps it’s best to create content material to fill.


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A streamlined buyer journey mapping course of and template

Jenny recommends a buyer journey course of that focuses on a slender set of knowledge chosen that can assist you plan extra successfully and create higher-performing content material.

I’ll stroll you thru the steps of this course of, utilizing a template Jenny inbuilt Airtable as an example the steps (you possibly can entry her template right here). You need to use Excel, Google Sheets, or some other mission administration software to create an identical tracker.

Step 1: Outline your personas 

Click on to enlarge

Checklist your buyer personas within the first tab on the far left of this template and fill of their most necessary traits. Jenny’s instance reveals particulars for 3 personas (A, B, and C), together with their job titles, who they report back to, and their position within the decision-making course of.

For those who haven’t but created detailed buyer profiles as a part of your content material advertising technique improvement, think about this quick-start personas information.

For journey mapping, Jenny recommends together with solely these particulars which are related to the choice journey – mindset and motivation.

These are the must-have insights she contains:

  • Triggers: What drives their curiosity in altering their present resolution or taking motion on a brand new buy?
  • Influences: Who or what influences them on choices like this?
  • Worth proposition: Which of your benefits and advantages will resonate with them most?
  • Motivations and frustrations: Why have they chosen to interact with your enterprise, and what do they should do or remedy proper now?

TIP: To keep away from bringing unintentional biases into your work, don’t give your personas names. “If we use a gendered title like ‘Pushed Daniel,’ we immediately image a male, and that might not be [relevant] to the choice course of,” Jenny says.

Don’t give gendered names to your viewers personas as a result of that may introduce unintentional biases in your #ContentMarketing, says @JennyLMagic by way of @CMIContent @semrush. #CMWorld Click on To Tweet

Step 2: Outline your calls to motion (CTAs)

Click on to enlarge

Within the second tab, fill in your high 20 or so enterprise CTAs – the actions that drive shoppers towards a purchase order resolution.

Jenny says entrepreneurs are likely to rush by means of this step or skip it solely. However this step retains content material groups centered on fascinating enterprise outcomes quite than vainness metrics.

Take into consideration these CTAs when it comes to the behaviors you need to drive, resembling:

  • Assessing readiness to make a purchase order resolution
  • Studying methods to consider our sort of resolution
  • Requesting a demo

Convey gross sales and buyer help groups into your planning conversations to share insights and real-world eventualities at this stage.

“Gross sales might need a complete set of actions that they’re judged and rewarded on which are typically very completely different from the [marketing team’s] CTAs – and really completely different from what the help staff needs our purchasers knew as soon as they signed on the dotted line,” Jenny says.

She recommends bringing the groups collectively and getting them to agree on which CTAs to prioritize. Though this a part of the method can really feel arduous, Marcio confirms that it delivers necessary advantages: “The good second of this train was that we got here to a consensus on a set of CTAs that we will go and activate. Be affected person and be resilient by means of that course of as a result of, for us, that was the win,” says Marcio.

Get gross sales, buyer help, and advertising collectively to agree on which enterprise calls to motion to prioritize in your #ContentMarketing, says @JennyLMagic @AskMarcio by way of @CMIContent @semrush. #CMWorld Click on To Tweet

Step 3: Outline your buyer expertise

When you’ve outlined your viewers targets and CTAs, use the Journey Map tab to align the persona particulars and journey levels along with your content material and CTAs. You may also fill within the feelings that possible drive your persona’s actions at every journey stage (as Jenny has finished on this instance). However don’t fear in regards to the content material column simply but – you’ll have that data when you do the audit in Step 4.

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When filling in these fields, don’t nitpick each phrase selection or haggle over the wonderful particulars. Simply summarize the important data. Within the remaining columns, Jenny recommends distilling your buyer insights into solutions to those 4 questions:

Consider this step as a story train that leads to a primary draft, Jenny says. It’s not meant to function a definitive useful resource to reply all of your content material planning questions.

Step 4: Audit your current content material

A complete content material audit is rarely a foul thought. However Jenny suggests dashing issues up for journey mapping with this centered strategy:

  • Checklist the titles of solely your 50 highest-performing evergreen content material items. They’ll function a consultant pattern of your finest content material.
  • Decide which of your CTAs could be most related for every asset.

In Jenny’s full template (not pictured), you’ll see further fields you possibly can fill in in the event that they’re necessary to your enterprise (such because the asset’s URL, and goal codecs and channels).

However even when you simply define the content material you will have and the CTAs every one aligns with, the method will reveal two key content material insights:

  • Gaps: You’ll discover out when you lack content material for particular CTAs or matters. This perception will make it easier to set priorities for future content material creation.
  • Waste: You’ll establish matters you’ve lined sufficiently (or extra typically than it’s essential to). You’ll be able to deprioritize these matters in your checklist of latest content material to create.

Rework random acts of content material into linked buyer experiences

These steps make it easier to create the framework for a dwelling content material plan you possibly can construct on by including extra insights and concepts over time. As you brainstorm new content material items or search for methods to refresh and repurpose the belongings you’ve already created, use this template to set priorities and monitor outcomes by means of your creation and distribution workflows.

Deciding what content material items to create – and methods to join them to offer a seamless, customer-focused expertise – can appear intimidating within the absence of a linear course of. Attempt Jenny’s recommendations to assist simplify your decision-making, enhance your strategic focus, and obtain higher advertising outcomes.

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Notice: Nobody submit can present all related instruments within the area. Be at liberty to incorporate further instruments (out of your firm or ones you’ve used) within the feedback.

Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute


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