A powerful content strategy can help you attract new customers, capture leads, increase traffic, and increase sales. Content Mapping is an important part of content strategy and content marketing. Content Mapping is delivering the right content at the right time at the right place. Learn how to create a content map and a content roadmap to produce powerful content that goes viral with readers. Our extensively researched Content Mapping PPT guides you how to follow the step by step process of creating a content strategy. It first begins with understanding your customers, their requirements and content needs. Businesses also need to understand their customers path to purchase and their requirements at each stage of this journey. Download the PPT and get fully editable content map templates, content roadmap templates, customer persona templates, buyer journey templates, and content marketing templates PowerPoint to visually map out your unique personas and journey maps. Impress the stakeholders and top management with your research and show you plan to produce content formats to increase product awareness, convince prospects, and increase sales. Do a thorough content analysis and perform a content audit using our readymade content mapping PowerPoint presentation. Content is King. Leverage the power of content marketing to grow your business today. https://bit.ly/2ze0i1X

1. Content Mapping Process
Buyer Personas &
Content Mapping Templates
Yo u r C o m p a n y N a m e
1

2. Table
of
CONTENTS
2
01. Content Mapping Steps
02. Developing the Customer Persona
› Understand Your Customers – Customer Segmentation
› Customer Demographics & Geographics
› Customer Psychographics
› Customers Behavior – Sample Data
› Media Profile of Target Audience
› Customers’ Purchasing Criteria
› Developing the Customer Persona
› Sample Target Customer Persona
04. Performing Content Analysis
› Most Effective Content for Awareness Stage
› Most Effective Content for Interest Stage
› Most Effective Content for Consideration Stage
› Most Effective Content for Decision Stage
03. Outlining the Customer Journey
› Customer’s Path to Purchase (1/3)
› Customer’s Path to Purchase (2/3)
› Customer’s Path to Purchase (3/3)
05. Performing Content Audit
› Content Details Audit
› Content Audit Template
06. Existing Content Map
› Content Produced for Each Buyer Journey Stage
07. New Content Map
› Content Mapping Template (1/3)
› Content Mapping Template (2/3)
› Content Mapping Template (3/3)
› Content Map Roadmap – Content Strategy

3. Content Mapping Steps
3
Content Mapping is delivering the right content at the right time at the right place. These steps help you create your content mapping strategy with ease
Buyer
Persona
Customer
Journey
Content
Analysis
Content
Audit
Existing
Content Map
New Content
Map
Understand your
audience- their
demographics,
geographics,
psychographics, &
behavior
Decide which forms
of content will work
best at each stage
of the buyer journey
Outline the journey
the customer takes
from awareness till
the final stage
Review what
content you are
already producing
Map which content
is already being
produced for each
of the stages
Identify the gaps
and create plan for
producing the new
content
This slide is 100% editable. Adapt it to your needs and capture your audience's attention.

4. Developing the
Customer Persona
4

5. Understand Your Customers – Customer Segmentation
5
To help you plan your content and get the most out of it, you need to thoroughly understand your customers or prospects across all these dimensions.
Demographic
Population
Geographic
Where People Live
Lifestyle
People’s Attitudes & Values
Behavioural
Loyalty to A Product
› Age › Urban › Consumer Opinions And Interests › Purchase Occasion
› Gender › Suburban › Socioeconomic Group › Benefits Sought
› Education › Rural › Motives › Loyalty
› Family Size › Regional › Personality › Use Rate
› Family Life Cycle › City Size › Aspirations › Price Sensitivity
› Occupation › Climate
› Social Class › Landforms
› Religion
› Ethnicity
This slide is 100% editable. Adapt it to your needs and capture your audience's attention.

6. Customer Demographics & Geographics
6
Use this editable customer demographics template to get a complete picture of their characteristics.
71%
62%
43%
21%
11%
0
10
20
30
40
50
60
70
80
13-17 18-29 30-49 50-64 65+
61%
68%
51%
88%
<$30K
$30K-$49,999
$30K-$74,999
$75K+
Gender
Location
35%
32%
43%
High School Degree or less
Some College
College+
Education
Urban
Suburban
38%
36%
26%
45% 55%
Female Male
Age
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.
Income

7. Customer Psychographics
7
Get an insight into your customers’ attitudes and interests and map it out using this customer psychographics template.
Opinions
Adapt it to your needs
& capture your
audience's attention
Attitudes
Adapt it to your needs
& capture your
audience's attention
Activities
Adapt it to your
needs & capture your
audience's attention
Interests
Adapt it to your needs
& capture your
audience's attention
Values
Adapt it to your
needs & capture your
audience's attention
Behaviours
Adapt it to your needs
& capture your
audience's attention
Opinions
Activities
Attitude
Behaviours
Values
Interests
This slide is 100% editable. Adapt it to your needs and capture your audience's attention.

8. Customers Behavior – Sample Data
8
Behavior of customers also helps you decide which form of content will be consumed and where. For example, if testimonials influence customers before buying, one can focus on case studies.
Buy consumer goods
at retail chain Buy
Online
Make Grocery List
Ask others before PurchasingRead Reviews
Saw the products in a brick - & - mortar store
Recommended by friend
Saw the product online
Saw a printed advertisement Made a purchase after reading an
online review in the last 12 months
69%
Key Takeaway : Online reviews & word-of-mouth advertising are an important factor in purchasing decisions
TOP 5
Influences
70%
20%
62%
82%

9. Media Profile of Target Audience
9
Customers’ media consumption helps you reach your customers at the right place. The content and media campaign can be created according to this data.
34%
20%
19%
3%
12%
4%
4%
4%
Television
Online, Mobile
Online,
Laptop/Desktop
Online, Other
Radio
Newspapers
Magazines
Other
Time Spent with
Media
(U.S. Adults)
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.

10. Customers’ Purchasing Criteria
10
While creating the pitch for content, see the driving factors that influence your target customers to buy.
51%
57%
60%
64%
65%
77%
Recommended by others
Products that simply my life
Good product reviews online
Brands that provide good value
Convenient to purchase
Safety
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.

11. Developing the Customer Persona
11
A customer persona is a thoroughly researched profile of your target customer, their demographics, interests, challenges they face, and their requirements.
What is their media
consumption behavior?
Where do they spend most
time, which mediums they
are most influenced buy
What are their
needs/goals?
Example tasty
but healthy food,
maintain weight
What are their
challenges?
What is preventing
them from reaching
their goals?
What do they think of
your product?
Example- I have heard about it
and seen ads about it. I wonder if
their claims are truly valid
How do they buy
our products?
Example- Influenced by
television advertising and
word of mouth
What do we want customers to feel
when they use our product?
Example - Feel satisfied with
taste, think it is nutritious and
recommend to friends
Insights that tell
their story
Example- I am health conscious,
but I am also a food lover. Wish I
could get great tasting snacks that
are nutritious too
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Describe the
Target Group
( their demographics,
psychographics, behavior, etc.)

12. “We need a consultancy agency to help us give an
unbiased assessment of our weaknesses, use heat maps
to see the most engaging website pages and reinvent the
website for more conversions.”
Sample Target Customer Persona Template (1/3)
12
Customize this editable target customer persona template which has sections such as demographics, psychographics, goals, and marketing messaging.
The Marketing Executive
Quote
Demographics
› Chicago, US
› 32 years old
› Marketing executive at a design agency
› MBA in Marketing
Psychographics
› Running
› Volunteering for social causes
› Read fiction novels
› Play games on iPad
› Likes to purchase latest technology
Marketing Messaging
› Keywords- increase conversion, marketing
agency US
› CTA- Heat maps, increase conversion, UI/UX
enhancement
Wants to create innovative
marketing campaigns
GOALS
Wants to capture more leads
using multiple channels
This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
Become marketing head in
the next 2 years

13. Name Here
Hobbies & Interests
› Playing Golf
› Riding horse
› Trekking on small
mountains
› Add text Here
Background
› President of marketing,
founded 25 years ago
› Add Text Here
Challenges
› Keep customers from switching
to competitor's product
› Add Text Here
Demographics
› Male
› Age 58
› Annual Income $ 300000
› Add Text Here
Common Objections
› Low Quality of product
Packing
› Add Text Here
Goals
› Have less Employee turnover
› Have a Retirement Plan
› Add Text Here
Biggest Fears
› Business losses after
retirement
› Add Text Here
Sample Target Customer Persona Template (2/3)
13
Showcase the common objections and biggest fears in your persona template so that the same can be addressed in your product strategy and content strategy
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14. Sample Target Customer Persona Template (3/3)
14
Customer’s profile descriptions helps you understand your customer better and tailor the content accordingly.
Customer Name
Customer Segment
Your Text Here
Your Text Here
Background
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needs and capture your audience's attention.
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needs and capture your audience's attention.
Demographic
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needs and capture your audience's attention.
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needs and capture your audience's attention.
Purchasing Decisions?
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needs and capture your audience's attention.
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needs and capture your audience's attention.
Goals & Pain Points
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needs and capture your audience's attention.
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needs and capture your audience's attention.
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15. Outlining the
Customer Journey
15

16. Customer’s Path to Purchase (1/3)
16
For creating your content mapping strategy, you also need to be aware of your target customers’ buying journey so that the right content can be shared at each stage.
PR
Radio, TV, Print
Word of mouth
Online Ads
Email
Social Ads
PPC
Reviews
Blog
Email
Media
Ecommerce
Store
Website
Community Forum
Your Text Here
FAQ Knowledge Base
Promotions
Blog
Newsletter
Social Networks
Awareness Interest Consideration Purchase Retention Advocacy
This slide is 100% editable. Adapt it to your needs and capture your audience's attention.

17. Customer’s Path to Purchase (2/3)
17
Here is another buyer journey template showing the touchpoints at each stage of the journey.
› Brochures /catalogues/ spec
sheets
› Customer reviews /
Testimonials
› Peer referrals
› Third party / expert reviews
› Direct sales reps
› Website
› White papers
› Webinars
› Video
› Podcasts
› Infographics
› Distributor/dealer reps
› Distributor/dealer websites
› Retailer reps
› Retailer websites
› PR
› Professional associations/
communities
› Direct mail
› Email advertising
› Word of mouth / Customer
referrals
› Distributor/dealer reps
› Distributor/dealer websites
› Distributor/dealer advertising
› Retailer reps
› Retailer websites
› Retailer advertising
› Organic search remits
› Social media
› Online advertising (e.g. paid
search, banner ads)
› Industry trade shows
› Vendor-specific conferences
› Print advertising
› TV advertising
› Radio advertising
› Outdoor advertising/
billboards
› Sponsorship (sports, events,
charity, etc.)
› PR
› Directories
› Case Studies
› Pitch / Presentation
› Deliverables
› Best practices / accreditations
› ROI data / tools
› Awards
› Testimonials
› Contract negotiation (pricing,
terms, conditions, etc.)
› invoicing
› Stakeholder buy-in
› Account management /
communications / support
› Training
› Customer Service/ account
management
› Technical support
› Ordering
› Shipping / receiving
› Volpe of the customer
(performance monitoring)
› Market research
› Dashboard / portal
› Mobile apps
› Customer events
› User groups / communities
› Hospitality / entertainment
› Email communications
› Direct mail
› Webinars
› Social media
› Account management /
relations
› Loyalty programs
› Referral programs
› Performance reviews
› Contract negotiation
(discounts, terms me)
› Hospitality / entertainment
› Vendor specific conferences
› Newsletters
› Infographics
› Brochures / catalogues
› Whitt papers
› Webinars
› Podcasts
› Social media
Trigger a Need Explore Purchase Engagement Relationship Mgt. Loyalty
1 2 3 4 5 6
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18. Customer’s Path to Purchase (3/3)
18
This customer journey diagram divides the path into 8 steps- Awareness, Research, Consideration, Selection, Buying, Satisfaction, Retention & Loyalty, and Advocacy.
Awareness
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needs and capture your audience's attention.
Advocacy
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needs and capture your audience's attention.
Satisfaction
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needs and capture your audience's attention.
Selection
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needs and capture your audience's attention.
Retention & Loyalty
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needs and capture your audience's attention.
Consideration
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needs and capture your audience's attention.
Research
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and capture your audience's attention.
Buying
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needs and capture your audience's attention.
Customer
Lifecycle Loop
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19. Performing Content
Analysis
19

20. Articles Blog Posts Assessments Infographics Podcasts Thought Leadership
Whitepapers Videos Press/News Tip Sheets Industry Webinars Industry Ebooks
Most Effective Content for Awareness Stage
20
The following slide lists out the most effective forms of content during the first stage of the customer journey i.e. Awareness of the need for a product
This slide is 100% editable. Adapt it to your needs and capture your audience's attention.

21. Most Effective Content for Interest Stage
21
The following slide lists out the most effective forms of content during the second stage of the customer journey i.e. Interest- when the customer begins looking for brands or products that satisfies his need.
Training Videos Assessments Solution Videos
Frameworks
Educational WorksheetsPerspectivesSolution Pages
Presentations Sell-in Solution Decks Virtual Events
Physical Events
This slide is 100% editable. Adapt it to your needs and capture your audience's attention.

22. Most Effective Content for Consideration Stage
22
The following slide lists out the most effective forms of content during the third stage of the customer journey i.e. Consideration- when the customer starts comparing different brands to find the best product.
This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
Buying/ Product
Guides
Evaluation
Tools
Product
Webinars
Case
Studies
Testimonials Data
Sheets
Sales
Enablement
Virtual
Classrooms
Free
Trials
Comparison Product
Marketing

23. ROI Tools
Most Effective Content for Decision Stage
23
The following slide lists out the most effective forms of content during the last stage of the customer journey i.e. Purchase- when the customer commits to one particular brand and makes the purchase.
ROI Case
Studies
Tailored
Workshops
Product
Demos
Custom Executive
Presentations
Detailed
Assessments
Custom Sales
Enablement
This slide is 100% editable. Adapt it to your needs and capture your audience's attention.

24. Performing Content
Audit
24

25. Content Details Audit
25
Create your content inventory to list out all content that is already being produced by your organization- newsletters, blogs posts, infographics, eBooks, whitepapers, etc.
URL Author Title Date Content Type Content Goal Word Count Comments Social Shares
www.companyname/blog/description.com John
Become Master
of Conversion
02/03/19 Blog Post
Increase
website traffic
by 400 visitors
5,430 words 12 450
www.companyname/info/description.com Smith
How Millennials
Process
Information
05/05/19 Infographic Text Here 450 18 500
www.companyname/blog/description.com Jose
Content
Marketing
Trends 2020
20/06/19 Blog Post Text Here 2,345 15 320
www.companyname/blog/description.com Mary
Why Less is
More in Web
Design
22/08/19 Blog Post Text Here 2,000 14 120
www.companyname/blog/description.com Jon
Content
Marketing
Trends
10/09/19 Blog Post
Get 500 social
shares
540 20 320
www.companyname/blog/description.com Joe
What Heat
Maps Tell About
User Behaviour
12/12/19 Blog Post
Check our Heat
Maps Landing
Page
3,450 17 130
www.companyname/ebook/description.com Ali
Fool-proof ways
to enhance
UI/UX
Experience
24/02/20 eBook
Generate 5000
Leads
2,510 21 231
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26. Content Audit Template
26
Also audit your content to analyze the gaps between content that already exists and content that the users want.
This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
Content Users
Want
› Tutorials
› Free Resources
› Text Here
› Text Here
› Text Here
› Text Here
› Text Here
› Text Here
› Text Here
Content The
Client Wants
Content That
Exists

27. Existing Content Map
27

28. Content Produced for Each Buyer Journey Stage
28
Map your content at each stage of the buyer journey to analyze what content is being already produced and identify the gaps.
This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
CONTENTEXAMPLES
PHASE
Awareness ConsiderationInterest Decision
Blog Posts
Assessments
Infographics
Podcasts
Thought Leadership
Whitepapers
Videos
Tip Sheets
Press/News
Industry Ebooks
Industry Webinars
Articles Training Videos
Assessments
Solution Videos
Frameworks
Educational Worksheets
Perspectives
Solution Pages
Presentations
Virtual Events
Sell-In Solution Decks
Physical Events
Comparisons
Sales Enablement
Product Marketing
Virtual Classrooms
Buying/ Product Guides
Evaluation Tools
Product Webinars
Case Studies
Testimonials
Data sheets
Free Trials
ROI Tools
ROI Case Studies
Detailed Assessments
Product Demos
Tailored Workshops
Customer Sales Enablement
Customer Executive
Presentations

29. New Content Map
29

30. Content Mapping Template (1/3)
30
Based on the gaps that have been identified, map out the content that you will produce for each of the buying journey stages.
Awareness
Customer Persona
Content Types
Consideration
Decision
Purchase
Buyer Stage
Ads, Blog(s), TOFU Content
Guides/ Webinars
Customer Stories, FAQ
Tools, Comparison
› 15 Ways to Craft Powerful Headlines- Blog
› How to Get More Conversions with Your Next Landing Page- Blog
› Content Optimization (Webinar)
› Text Here
› Text Here
› Best Heat Maps Software (webinar)
› How Users Use Content (eBook)
› Text Here
› Text Here
› Text Here
› Text Here
› Text Here
› Text Here
› Text Here
› Text Here
› Text Here
› Text Here
Description, Approach
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Description Here
Your Text Here
Your Text Here
Your Text Here

31. Content Mapping Template (2/3)
31
Produce content that meets the concerns of your target customer right from identifying a problem to ultimately choosing the right product for their problem
If your customer
is asking
They Want Education & Thought Leadership Solutions & Product Suitability Credentials & Decision Support
What to share with them › Trends
› Benchmarks
› Analyst Coverage
› 101 Education
› How to guides
› How other people are solving this?
› What is the solution & how does it
work?
› Solution comparisons
› Pitfall analysis
› Readiness & Suitability assessments
› How do I choose a vendor?
› Pricing
› Bench strength demonstration
› Case studies
› ROI/TCO
› How to buy
› Working with us
What
problem am
I facing?
What is the
most effective
solution to my
problem?
Which is the right
brand for me?
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32. Content Mapping Template (3/3)
32
Break down your content map into stages, content formats, topic and call to action using this template.
Awareness What does Content Marketing
include?
Text Here Blog Post Download the e-book : The
Essential Guide to B2B
Content Marketing
Add as many questions/ answers as necessary to meet prospects’ needs
Consideration How can I promote my
product through content?
Text Here Case Study Text Here
What is the most effective
forms of content for
marketing?
The Essential Guide to B2B
Content Marketing
E-book Text Here
Decision How can I convince the
bosses for starting a new
blog/channel?
Text Here Infographic or PowerPoint
Presentation
Text Here
Loyalty Did we make the right
decision
Text Here Provide program
measurements
Prospect Question Topic Format Call to Action
Buying Cycle Stage
Target Persona : The B2B Corporate Marketer
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33. Content Map Roadmap – Content Strategy
33
Finally, lay out the content strategy on a timeline to fix deadlines and responsibility for delivering the content.
Research Target Communities
Webinar #1
Set Up Social Channels
Build Content Calendar
Feature Launch #1
Newsletter Launch
Ebook #1
Your Text Here
Your Text Here
Your Text Here
Your Text Here
Influencer Maps SEO Audit
Q1 2019 Q2 2019 Q3 2019
Blog Launch Blog Partnerships & Backlinks Blog Content Repurposing
Infographics Your Text Here Paid Content
Webinar #2 Podcast
One-Page Sales Sheet Your Text Here
Ebook #1 Launch Ebook #1
Your Text Here
Your Text Here Text Here
Your Text Here
Your Text Here
Your Text Here Your Text Here
Your Text Here Case Study Page Launch
Your Text Here
Your Text Here
Your Text Here
Your Text Here
AwarenessConsiderationConversionAdvocacy
JESSICA
PERCY
NIKITA
OMAR
JESSICA
OMAR
NIKITA
JESSICA
PERCY
OMAR
NIKITA
OMAR
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34. Icons Slide for Content Mapping Process-Buyer Personas & Content Mapping Templates
34

35. Additional Slides
35

36. Agenda
36
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it to your needs and capture your
audience's attention.
Agenda
1
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it to your needs and capture your
audience's attention.
Agenda
2
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audience's attention.
Agenda
3
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audience's attention.
Agenda
4
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audience's attention.
Agenda
5
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audience's attention.
Agenda
6
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audience's attention.
Agenda
7
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it to your needs and capture your
audience's attention.
Agenda
8

37. B2B Content Marketing Stats Example of PPT
37This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.
20%
28%
35%
40%
68%
76%
86%
90%
10% 30% 50% 70% 90%
Pinterest
Instagram
SlideShare
Google
YouTube
Facebook
Twitter
Linkedin This graph/chart is linked to excel, and
changes automatically based on data.
Just left click on it and select “Edit Data”.
Text Here
This graph/chart is linked to excel, and
changes automatically based on data.
Just left click on it and select “Edit Data”.
Text Here
This graph/chart is linked to excel, and
changes automatically based on data.
Just left click on it and select “Edit Data”.
Text Here
This graph/chart is linked to excel, and
changes automatically based on data.
Just left click on it and select “Edit Data”.
Text Here

38. B2B Content Marketing Showing Five Stages Awareness
38
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it to your needs and capture your
audience's attention.
Consideration Research
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it to your needs and capture your
audience's attention.
Purchase
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it to your needs and capture your
audience's attention.
Awareness of Need
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it to your needs and capture your
audience's attention.
Analysis & Comparison
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it to your needs and capture your
audience's attention.
Loyalty

39. Content Marketing Task Calendar 2020
39
January February March April May
Task Detail w1 w2 w3 w4 w5 w6 w7 w8 w9 w10 w11 w12 w13 w14 w15 w16 w17 w18 w19 w20
Blog Posts for
Company Blog
Text Text Text Text Text Text Text Text Text Text Text Text Text Text Text Text Text Text Text Text
Blog Posts for
Guest Blogging
Text Text Text
Text
Article for
Linkedin Publishing
Text Text Text Text Text Text Text
www.companyname/blo
g/description.com
Text Text Text Text
www.companyname/blo
g/description.com
Text Text Text Text
www.companyname/eb
ook/description.com
Text Text Text Text
Text Here
Text Here Text Text Text Text
Text Here Text Text Text Text Text Text Text Text Text Text
Text Here Text Text Text Text Text Text
Text Here Text Text Text
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40. This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
Content Marketing Strategies
40
› Text Here
› Text Here
› Text Here
› Text Here
In-depth research
01
› Text Here
› Text Here
› Text Here
› Text Here
A strong headline
02
› Text Here
› Text Here
› Text Here
› Text Here
Effective call to
action (CTA)
03
› Text Here
› Text Here
› Text Here
› Text Here
Multiple content
formats
04
› Text Here
› Text Here
› Text Here
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Visual content
Guest blogging
05
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Guest blogging
06
› Text Here
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Tracking the key
performance indicators (KPI)
07
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Content
promotion
08
Powerful strategies to
fine tune your content
marketing strategies.
User can alter as per
their requirement.

41. Task Completion Dashboard
41
Task# Assigned to Priority Status Complete
Task 1 Name Here High Done 77%
Task 2 Name Here High Done Done
Task 3 Name Here Normal In Progress 30%
Task 4 Name Here Normal In Progress 80%
Task 5 Name Here Low Cancelled 10%
Task 6 Name Here Low Not Started 0%
This slide is 100% editable. Adapt it to your needs and capture your audience's attention.
0%
50%
100%
Net started Tasks
65%
Tasks in Progress
0%
50%
100%
50%
Completed Tasks
10%
0%
50%
100%

42. 42
# street number, city, state
Address
e-mailaddress123@gmail.com
E-mail Address
0123456789
Contact Number
Thank You