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©2021 Incubeta. All Rights Reserved.
About Me
2
More About
Me...
➔ 27 years Old
➔ BSc(Hons) IT Management
for Business
➔ MSc Marketing
➔ Speaker (#WLSS,
#BrightonSEO, #WTSFest,
Noisy Little Monkey, Girls In
Marketing..etc)
➔ Award Winning Diversity &
Inclusion Advocate
➔ Nigerian Born, South East
London Raised
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
3
Table of Contents
Introducing the Cast
Ok…what’s the point?
Did you say Map?
That’s Not All Folks
01
02
03
04
©2021 Incubeta. All Rights Reserved.
Introducing the Cast
Ok…what’s the point?
Did you say Map?
That’s Not All Folks
4
01
02
03
04
4
Agenda
©2021 Incubeta. All Rights Reserved.
5
On the Call Today
Content
“So what’s the
format?”
Buyer
“Can I speak to
your manager”
Main Characters
➔ Awareness
➔ Consideration
➔ Decision
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
6
On the Call Today
Map
“Follow my
lead”
Officer Opti
“It depends”
SEO DEFENCE LEAGUE
Keyword
“Don’t forget
me”
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
7
On the Call Today
Content
“So what’s the format?”
Buyer
“Can I speak to your
manager”
Map
“Follow my lead”
Officer Opti
“It depends”
Great cast makes a
great story
Keyword
“Don’t forget me”
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
Introducing the Cast
Ok…what’s the point?
Did you say Map?
That’s Not All Folks
8
01
02
03
04
8
Agenda
©2021 Incubeta. All Rights Reserved.
9
Why?
Why should we care about
mapping content?
Personalisation Story Telling Data Driven Creativity
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
10
10
Why
Customer journey
mapping puts the
customer at the
center of everything
you do
©2021 Incubeta. All Rights Reserved.
So in conclusion…
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
11
Benefits
1
2
3
Better Understanding
of your Customer
Knowing everything in
your Content Library
Relevant Content
6 Benefits
of Content
Mapping
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
12
Benefits
4
5
6
Guides Customers
Along Buyer’s
Journey
Can Double as a
keyword map
Identify Holes in
Content Strategy
6 Benefits
of Content
Mapping
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
Learnings
Buyer’s Persona
13
➔ Outlines the different type of
customers that convert for your
business.
➔ Determine where to focus your
time, guide product development
➔ Best way to build trust is to show
genuine understanding and
concern for the other person
What are
their pain
points and
problems?
What
motivates
them?
How
much are
they
willing to
spend?
Budget?
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
Introducing the Cast
Ok…what’s the point?
Did you say Map?
That’s Not All Folks
14
01
02
03
04
14
Agenda
©2021 Incubeta. All Rights Reserved.
15
Journey Timeline
1
2 3 4
Awareness Consideration Decision Learnings
Definition
The buyer
becomes
aware that they
have a problem.
Definition
The buyer
defines their
problem and
considers
options to
solve it
Definition
The buyer
evaluates and
decides on the
right provider to
administer the
solution
Aim
What have
we
discovered
about
content
mapping.
Your
journey
starts here
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
16
Journey Timeline
1
2 3 4
Awareness Consideration Decision
Training
Definition
The buyer
becomes
aware that they
have a problem.
Definition
The buyer
defines their
problem and
considers
options to
solve it
Definition
The buyer
evaluates and
decides on the
right provider to
administer the
solution
1 May - 15 June
Customised virtual
learning series per
market, localised
for inventory and
usage.
To be
aware or
not to be
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
17
Let’s Map
AWARENESS
I’m not ready to be sold to yet and I am
very aware of my frustration but no idea
what is causing it or if it’s a unique issue.
So content, what should I look out for
here?
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
18
Let’s Map
AWARENESS
Great time for brands to start making you
aware of them.
I think Blog, social media posts,
infographics, images and podcasts posts
would be suited here.
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
19
Let’s Map
AWARENESS
Content targeting here should
● Educate
● Inform
Tip: Calls-to-Action (CTAs) for
Awareness pages should NOT be
“CONTACT US”
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
20
Let’s Map
AWARENESS
You want to focus on these keywords
● What
● How
● Who
● Improve
● Where
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
21
Journey Timeline
1
2 3 4
Awareness Consideration Decision
Training
Definition
The buyer
becomes
aware that they
have a problem.
Definition
The buyer
defines their
problem and
considers
options to
solve it
Definition
The buyer
evaluates and
decides on the
right provider to
administer the
solution
1 May - 15 June
Customised virtual
learning series per
market, localised
for inventory and
usage.
Consider
me already
there
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
22
Let’s Map
CONSIDERATION
Ok..so I have been made aware and I
understand the cause of my problem
better…I want a solution.
I am STILL not ready to purchase but I
want to give things a try. So Content,
what now?
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
23
Let’s Map
CONSIDERATION
I would recommend doing things such as
requesting product demo even download
solution offerings.
Therefore Case studies, Blogs,
Comparison Guides, Explainer Videos
would be suited here.
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
24
Let’s Map
CONSIDERATION
Content targeting here should
● Explain
● Demonstrate
Tip: A blog or video at this stage
could be a comparison of two
products or solutions.
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
25
Let’s Map
CONSIDERATION
Don’t forget about modifiers
that indicates buyer’s intent
● Top
● Troubleshoot
● Review
● Best
● Affordable
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
26
Journey Timeline
1
2 3 4
Awareness Consideration Decision
Training
Definition
The buyer
becomes
aware that they
have a problem.
Definition
The buyer
defines their
problem and
considers
options to
solve it
Definition
The buyer
evaluates and
decides on the
right provider to
administer the
solution
1 May - 15 June
Customised virtual
learning series per
market, localised
for inventory and
usage.
Have you
decided
yet?
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
27
Let’s Map
DECISION
So I finally know what I want, after
investigating handful of products. I
just want the best that fulfils my
criteria. I am very likely to make a
purchase
What do you think now Content?
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
28
Let’s Map
DECISION
That’s good to know Buyer! Typically you
will have some final questions or concerns
so look for the following content:
Free Trails, Blogs, Demos,
Testimonials/Reviews, FAQs,
Product/Pricing Landing Pages. They
would be suited here.
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
29
Let’s Map
DECISION
Content targeting here should
● Explain
● Demonstrate
Tip: consider the content on your
pricing page, online store (if
applicable), & automated
notifications about end of trial
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
30
Let’s Map
DECISION
These keywords modifiers
should help during this stage
● Buy
● Deals
● Book
● Discount Code
● Test
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
31
Journey Timeline
1
2 3 4
Awareness Consideration Decision Learnings
Definition
The buyer
becomes
aware that they
have a problem.
Definition
The buyer
defines their
problem and
considers
options to
solve it
Definition
The buyer
evaluates and
decides on the
right provider to
administer the
solution
Aim
What have we
discovered
about content
mapping.
Hope you
listened
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
32
Intermission
So…what have
we learnt?
©2021 Incubeta. All Rights Reserved.
33
Learnings
We have...
Understood what
Content mapping is
and why it’s
important
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
34
Learnings
We have...
Seen the different
type of content to
use at each stage
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
35
Learnings
We have...
Discovered the
keyword modifiers
that are suitable
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
36
Learnings
We have...
Confirmed that
creating different
Buyer’s Persona
helps with mapping
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
Introducing the Cast
Ok…what’s the point?
Did you say Map?
That’s Not All Folks
37
01
02
03
04
37
Agenda
©2021 Incubeta. All Rights Reserved.
38
Takeaways
What actions
should you
take to
Content Map?
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
TIP 1
39
REPURPOSE
Use the buyer’s
journey to do
this
It’s Okay
Takeaways @RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
TIP 2
40
STRATEGISE
Use marketing
content software
helps you plan
content
Don’t Force It
Takeaways @RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
TIP 3
41
IMPERFECT
Everything does
not need to be
perfect
Breathe, Relax
Takeaways @RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
TIP 4
42
LISTEN
Things, change
over time. Stay on
the pulse
Do you hear that?
Takeaways @RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
TIP 5
43
VOICE
Find a good
balance and be
consistent
We want alignment
Takeaways @RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
TIP 6
44
AUDIT
Gives you a great
idea of where
content might be
lacking.
We want alignment
Takeaways @RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
TIP 7
45
GOALS
Goals allow you to
gauge the
effectiveness of each
piece of content
We want alignment
Takeaways @RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
46
Credits
Content
“So what’s
the
format?”
Buyer
“Can I speak
to your
manager”
Map
“Follow my
lead”
Officer Opti
“It depends”
Great cast makes a
great story
Keyword
“Don’t forget
me”
@RejiYates
#WTSFest
©2021 Incubeta. All Rights Reserved.
That’s All Folks!
REJOICE OJIAKU
SEO Manager
www.linkedin.com/in/rejoiceojiaku
SLIDESHARE.NET/REJOICEOJIAKU

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The Content & Buyer Show: Let's Map #WTSFest

  • 1.
  • 2. ©2021 Incubeta. All Rights Reserved. About Me 2 More About Me... ➔ 27 years Old ➔ BSc(Hons) IT Management for Business ➔ MSc Marketing ➔ Speaker (#WLSS, #BrightonSEO, #WTSFest, Noisy Little Monkey, Girls In Marketing..etc) ➔ Award Winning Diversity & Inclusion Advocate ➔ Nigerian Born, South East London Raised @RejiYates #WTSFest
  • 3. ©2021 Incubeta. All Rights Reserved. 3 Table of Contents Introducing the Cast Ok…what’s the point? Did you say Map? That’s Not All Folks 01 02 03 04
  • 4. ©2021 Incubeta. All Rights Reserved. Introducing the Cast Ok…what’s the point? Did you say Map? That’s Not All Folks 4 01 02 03 04 4 Agenda
  • 5. ©2021 Incubeta. All Rights Reserved. 5 On the Call Today Content “So what’s the format?” Buyer “Can I speak to your manager” Main Characters ➔ Awareness ➔ Consideration ➔ Decision @RejiYates #WTSFest
  • 6. ©2021 Incubeta. All Rights Reserved. 6 On the Call Today Map “Follow my lead” Officer Opti “It depends” SEO DEFENCE LEAGUE Keyword “Don’t forget me” @RejiYates #WTSFest
  • 7. ©2021 Incubeta. All Rights Reserved. 7 On the Call Today Content “So what’s the format?” Buyer “Can I speak to your manager” Map “Follow my lead” Officer Opti “It depends” Great cast makes a great story Keyword “Don’t forget me” @RejiYates #WTSFest
  • 8. ©2021 Incubeta. All Rights Reserved. Introducing the Cast Ok…what’s the point? Did you say Map? That’s Not All Folks 8 01 02 03 04 8 Agenda
  • 9. ©2021 Incubeta. All Rights Reserved. 9 Why? Why should we care about mapping content? Personalisation Story Telling Data Driven Creativity @RejiYates #WTSFest
  • 10. ©2021 Incubeta. All Rights Reserved. 10 10 Why Customer journey mapping puts the customer at the center of everything you do ©2021 Incubeta. All Rights Reserved. So in conclusion… @RejiYates #WTSFest
  • 11. ©2021 Incubeta. All Rights Reserved. 11 Benefits 1 2 3 Better Understanding of your Customer Knowing everything in your Content Library Relevant Content 6 Benefits of Content Mapping @RejiYates #WTSFest
  • 12. ©2021 Incubeta. All Rights Reserved. 12 Benefits 4 5 6 Guides Customers Along Buyer’s Journey Can Double as a keyword map Identify Holes in Content Strategy 6 Benefits of Content Mapping @RejiYates #WTSFest
  • 13. ©2021 Incubeta. All Rights Reserved. Learnings Buyer’s Persona 13 ➔ Outlines the different type of customers that convert for your business. ➔ Determine where to focus your time, guide product development ➔ Best way to build trust is to show genuine understanding and concern for the other person What are their pain points and problems? What motivates them? How much are they willing to spend? Budget? @RejiYates #WTSFest
  • 14. ©2021 Incubeta. All Rights Reserved. Introducing the Cast Ok…what’s the point? Did you say Map? That’s Not All Folks 14 01 02 03 04 14 Agenda
  • 15. ©2021 Incubeta. All Rights Reserved. 15 Journey Timeline 1 2 3 4 Awareness Consideration Decision Learnings Definition The buyer becomes aware that they have a problem. Definition The buyer defines their problem and considers options to solve it Definition The buyer evaluates and decides on the right provider to administer the solution Aim What have we discovered about content mapping. Your journey starts here @RejiYates #WTSFest
  • 16. ©2021 Incubeta. All Rights Reserved. 16 Journey Timeline 1 2 3 4 Awareness Consideration Decision Training Definition The buyer becomes aware that they have a problem. Definition The buyer defines their problem and considers options to solve it Definition The buyer evaluates and decides on the right provider to administer the solution 1 May - 15 June Customised virtual learning series per market, localised for inventory and usage. To be aware or not to be @RejiYates #WTSFest
  • 17. ©2021 Incubeta. All Rights Reserved. 17 Let’s Map AWARENESS I’m not ready to be sold to yet and I am very aware of my frustration but no idea what is causing it or if it’s a unique issue. So content, what should I look out for here? @RejiYates #WTSFest
  • 18. ©2021 Incubeta. All Rights Reserved. 18 Let’s Map AWARENESS Great time for brands to start making you aware of them. I think Blog, social media posts, infographics, images and podcasts posts would be suited here. @RejiYates #WTSFest
  • 19. ©2021 Incubeta. All Rights Reserved. 19 Let’s Map AWARENESS Content targeting here should ● Educate ● Inform Tip: Calls-to-Action (CTAs) for Awareness pages should NOT be “CONTACT US” @RejiYates #WTSFest
  • 20. ©2021 Incubeta. All Rights Reserved. 20 Let’s Map AWARENESS You want to focus on these keywords ● What ● How ● Who ● Improve ● Where @RejiYates #WTSFest
  • 21. ©2021 Incubeta. All Rights Reserved. 21 Journey Timeline 1 2 3 4 Awareness Consideration Decision Training Definition The buyer becomes aware that they have a problem. Definition The buyer defines their problem and considers options to solve it Definition The buyer evaluates and decides on the right provider to administer the solution 1 May - 15 June Customised virtual learning series per market, localised for inventory and usage. Consider me already there @RejiYates #WTSFest
  • 22. ©2021 Incubeta. All Rights Reserved. 22 Let’s Map CONSIDERATION Ok..so I have been made aware and I understand the cause of my problem better…I want a solution. I am STILL not ready to purchase but I want to give things a try. So Content, what now? @RejiYates #WTSFest
  • 23. ©2021 Incubeta. All Rights Reserved. 23 Let’s Map CONSIDERATION I would recommend doing things such as requesting product demo even download solution offerings. Therefore Case studies, Blogs, Comparison Guides, Explainer Videos would be suited here. @RejiYates #WTSFest
  • 24. ©2021 Incubeta. All Rights Reserved. 24 Let’s Map CONSIDERATION Content targeting here should ● Explain ● Demonstrate Tip: A blog or video at this stage could be a comparison of two products or solutions. @RejiYates #WTSFest
  • 25. ©2021 Incubeta. All Rights Reserved. 25 Let’s Map CONSIDERATION Don’t forget about modifiers that indicates buyer’s intent ● Top ● Troubleshoot ● Review ● Best ● Affordable @RejiYates #WTSFest
  • 26. ©2021 Incubeta. All Rights Reserved. 26 Journey Timeline 1 2 3 4 Awareness Consideration Decision Training Definition The buyer becomes aware that they have a problem. Definition The buyer defines their problem and considers options to solve it Definition The buyer evaluates and decides on the right provider to administer the solution 1 May - 15 June Customised virtual learning series per market, localised for inventory and usage. Have you decided yet? @RejiYates #WTSFest
  • 27. ©2021 Incubeta. All Rights Reserved. 27 Let’s Map DECISION So I finally know what I want, after investigating handful of products. I just want the best that fulfils my criteria. I am very likely to make a purchase What do you think now Content? @RejiYates #WTSFest
  • 28. ©2021 Incubeta. All Rights Reserved. 28 Let’s Map DECISION That’s good to know Buyer! Typically you will have some final questions or concerns so look for the following content: Free Trails, Blogs, Demos, Testimonials/Reviews, FAQs, Product/Pricing Landing Pages. They would be suited here. @RejiYates #WTSFest
  • 29. ©2021 Incubeta. All Rights Reserved. 29 Let’s Map DECISION Content targeting here should ● Explain ● Demonstrate Tip: consider the content on your pricing page, online store (if applicable), & automated notifications about end of trial @RejiYates #WTSFest
  • 30. ©2021 Incubeta. All Rights Reserved. 30 Let’s Map DECISION These keywords modifiers should help during this stage ● Buy ● Deals ● Book ● Discount Code ● Test @RejiYates #WTSFest
  • 31. ©2021 Incubeta. All Rights Reserved. 31 Journey Timeline 1 2 3 4 Awareness Consideration Decision Learnings Definition The buyer becomes aware that they have a problem. Definition The buyer defines their problem and considers options to solve it Definition The buyer evaluates and decides on the right provider to administer the solution Aim What have we discovered about content mapping. Hope you listened @RejiYates #WTSFest
  • 32. ©2021 Incubeta. All Rights Reserved. 32 Intermission So…what have we learnt?
  • 33. ©2021 Incubeta. All Rights Reserved. 33 Learnings We have... Understood what Content mapping is and why it’s important @RejiYates #WTSFest
  • 34. ©2021 Incubeta. All Rights Reserved. 34 Learnings We have... Seen the different type of content to use at each stage @RejiYates #WTSFest
  • 35. ©2021 Incubeta. All Rights Reserved. 35 Learnings We have... Discovered the keyword modifiers that are suitable @RejiYates #WTSFest
  • 36. ©2021 Incubeta. All Rights Reserved. 36 Learnings We have... Confirmed that creating different Buyer’s Persona helps with mapping @RejiYates #WTSFest
  • 37. ©2021 Incubeta. All Rights Reserved. Introducing the Cast Ok…what’s the point? Did you say Map? That’s Not All Folks 37 01 02 03 04 37 Agenda
  • 38. ©2021 Incubeta. All Rights Reserved. 38 Takeaways What actions should you take to Content Map? @RejiYates #WTSFest
  • 39. ©2021 Incubeta. All Rights Reserved. TIP 1 39 REPURPOSE Use the buyer’s journey to do this It’s Okay Takeaways @RejiYates #WTSFest
  • 40. ©2021 Incubeta. All Rights Reserved. TIP 2 40 STRATEGISE Use marketing content software helps you plan content Don’t Force It Takeaways @RejiYates #WTSFest
  • 41. ©2021 Incubeta. All Rights Reserved. TIP 3 41 IMPERFECT Everything does not need to be perfect Breathe, Relax Takeaways @RejiYates #WTSFest
  • 42. ©2021 Incubeta. All Rights Reserved. TIP 4 42 LISTEN Things, change over time. Stay on the pulse Do you hear that? Takeaways @RejiYates #WTSFest
  • 43. ©2021 Incubeta. All Rights Reserved. TIP 5 43 VOICE Find a good balance and be consistent We want alignment Takeaways @RejiYates #WTSFest
  • 44. ©2021 Incubeta. All Rights Reserved. TIP 6 44 AUDIT Gives you a great idea of where content might be lacking. We want alignment Takeaways @RejiYates #WTSFest
  • 45. ©2021 Incubeta. All Rights Reserved. TIP 7 45 GOALS Goals allow you to gauge the effectiveness of each piece of content We want alignment Takeaways @RejiYates #WTSFest
  • 46. ©2021 Incubeta. All Rights Reserved. 46 Credits Content “So what’s the format?” Buyer “Can I speak to your manager” Map “Follow my lead” Officer Opti “It depends” Great cast makes a great story Keyword “Don’t forget me” @RejiYates #WTSFest
  • 47. ©2021 Incubeta. All Rights Reserved. That’s All Folks! REJOICE OJIAKU SEO Manager www.linkedin.com/in/rejoiceojiaku SLIDESHARE.NET/REJOICEOJIAKU