Football is in the air. And, as an office of predominantly England fans (not counting the Celtic management duo), in between generating match-winning ideas for our clients we often reminisce, dream, and moan about the national team's performances in the big tournaments...
“We get there in the end... but why can't we play more ticky-tacky?”, someone said last week. Ah yes. That interchangeable, fluid, instantly recognisable, brand of football. The formula and formation, combined with all-important mindset, that took the Spanish team to the top of the world game. If only!
Well, while our own Lions may not quite have the technique or training to master such a method, it did get me thinking about the similarities between the great world cup-winning style of football and... wait for it... content mapping!
You see, content mapping is an essential part of getting your ideal prospect from point A to point B, converting them to purchase, and making them a loyal, long-term customer. And in my footie-mad mind, each piece of content is like a skillful touch - the immediate control, the cross-field drive, the floated lob, the glancing header, the old one-two, even the cheeky nutmeg. All moving the ball strategically up the field, towards the end goal. Where we cue the wild celebrations, and throw beer in each other's faces, naturally.
So, how do you make your content mapping as slick as Xavi, Sergio, or Cesc with a football? We’ve written a few basic tips for you to follow...
1. Get to know all the players!
It sounds obvious, but a lot of brands don't understand who their ideal customer is. Content mapping involves creating content that specifically targets the person reading it based on the following two factors:
- The type of person they are (the buyer persona)
- Where they are in the buying process (the lifecycle stage)
It is worth the time to generate three or four customer profiles that you understand well. Because then you can work out what type of pass they need to see or hear to move them towards the goal.
2. Understand their positions.
The sales funnel, or lifecycle, is a useful tool in improving conversions. It's about knowing where your customers are - only just realising they have a problem or ready to buy a solution? There are three key stages to understand:
- Awareness – This is when someone has a potential issue that they want to solve but are unsure of the solutions available.
- Consideration – The scope of the problem becomes a little clearer. They will generally have a defined problem and be aware that a solution exists.
- Decision – They are now focussed on solving their troubles or take advantage of an opportunity. More often than not, they will be looking for a specific way to do this.
3. Plan your touchpoints.
Now you've thought about where your customers are in their own purchase journey, you can make sure you pass information to them at the right time - when they're ready to receive it! Imagine passing a ball to someone who isn’t looking - all the hard work up to that point will break down and may even cost you the match. If you mistime the cross, you risk them missing out on vital messaging and either letting the ball go out... or sky-ing it over the bar!
4. Give them the result they're crying out for!
Once you know who you’re talking to, when to reach them, and how, then you can now start to understand what problems they have. If you can solve these headaches, then you’re much more likely to convert them from someone who is interested, to someone who wants to buy from you. Make sure your content highlights your ability to solve customer’s issues. In short, put it on a plate for them!!
"HE SHOOTS, HE SCORES!!"
So, now you know the rules of the game, you can begin to develop a formation of content which elevates your brand. It can be a little tricky to find the winning combination (just ask every English National Football Manager ever) so, if you’re new to it, give us a shout and we’d love to help.
