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Published on April 26th, 2011 | by Rahel Bailie


Content Mapping Process

This week’s deliverable is a content mapping process that was discussed on the Content Marketing Institute (to which I have contributed from time to time, as an aside).

What impressed me about this particular method of content planning was not just the identification of personas, which are essential to any content strategy, but the identification of personas within the sales cycle. In a B2B context, this is important because the person who wants a product may not be the person who approves the product or the person who does the purchasing. And at each stage of the buy, there can be different tensions that need to be balanced to keep the buyers tracking on your product and not a competitor’s.

Content Mapping Process and Templates

The limitations of this particular mapping process is that, in my opinion, it ends with the buy. It’s only one conceptual step out to extend the process to the entire customer relationship cycle. We know, or should know by now, that what was traditionally deemed “post-sales” content is often considered as part of the adoption process. So adding post-sales material, such as user assistance content, social content, and user-generated content, to form an integrated process that brings the process more toward a customer conversation.

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About the Author

Rahel Anne Bailie is a synthesizer of content strategy, requirements analysis, information architecture, and content management to increase the ROI of content. She has consulted for clients in a range of industries, and on several continents, whose aim is to better leverage their content as business assets. Founder of Intentional Design, she is now the Chief Knowledge Officer of London-based Scroll. She is a Fellow of the Society for Technical Communication, she has worked in the content business for over two decades. She is co-author of Content Strategy: Connecting the dots between business, brand, and benefits, and co-editor of The Language of Content Strategy, and is working on her third content strategy book,

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