Created by:
Customer Marketing Alliance
What is a content mapping template?
A content mapping template aligns your content with the stages of the buying journey so every piece you create has a clear job to do. Instead of producing content because it's someone's turn to publish, you're producing it because a specific stage needs it.
Most content gaps show up in the two stages teams pay the least attention to: evaluation, where buyers want comparison guides and FAQs, not more blog posts, and post-purchase, where a new customer either becomes an advocate or just quietly churns. This template forces both onto the map.
What's inside the template?
The template has three parts:
- Stage objectives and content types, covering all five stages of the journey
- A persona profile summary
- A stage-by-stage content map for that persona
How to use the template
Start with the stage objectives table to understand what each stage of the funnel needs before you map anything. If you're short on resources, prioritize consideration first; it's where roughly half of all content gets consumed.
Then build one map per persona: briefly profile them, and work through the content type, theme, and channel for each stage.
Download your content mapping template
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