Why wait for your content to "do something"?

Say you have a blog, a post, a fantastic article, a beautiful photo for on Instagram with catchy caption.

You look at it a few more times, remove some dots and commas and are finally satisfied. Then you pop your post on Facebook, share it on Twitter and Instagram and then just hope it will "do something.

You wait and check the stats over and over again - is it doing anything? - but somehow your content is not being viewed as often as you would like. What's going on?

This was all you had to do, right?

Well, no. Not really.

Yes, in an ideal world, everything you post automatically goes viral and new customers are lined up at your door after a well-placed tweet. In real life, it works differently. Sometimes you can't see the forest for the trees. The question is how you can navigate through this forest and create a larger reach that precisely addresses your target audience. In addition to content creation, make smart use of content mapping!

Your content in bite-sized chunks

Simply put, content mapping is chopping up your content; you make small chunks of it and adapt it to the medium you are going to use. That way, your reach becomes much greater than if you create one post and throw it out into the wide web.

In the blog "Content creation," we talked about the kind of content you create to excite your target audience, inspire them, but most importantly: drive them to action. With content mapping, we go deeper into this. Content mapping is never done lightly: it is always part of an online content marketing strategy.

And then ... spread it out

The key to content mapping is distribution. It's about connecting your content to the right audience at the right time, through the right platform. That way, you easily deploy your content (all those little bite-sized chunks) in lots of different ways, reaching many more people than if you put one topic on one social media platform.

If the shoe fits... (example of content mapping)

I hear you thinking; that's all nice and all, but I don't understand any of it. No worries, we have an example for you. Secretly, these are also smart examples of content marketing. Take advantage of them! Here we go.

Suppose you have a web shop and you sell shoes. New shoes arrive every month. You write blogs about the different types and which outfits they go best with. You make videos during Fashion Week and 360-degree view photos for the shop. So you have already collected a lot of different content. Do you pop it all on Facebook at the same time?

No.

But how do you distribute this content on relevant channels so that the right content reaches the right audience?

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You do this using a content folder

It consists of five steps.

1. Determine your topic
It is important to first determine a topic you want to bring attention to. For example, the new model of sneakers that came in different colors, just to name a few.

2. Sharing to multiple subtopics
Think of subtopics with these new sneakers. For example: the different colors of the sneakers, which outfits do they go with? Can you wear them during sports? Which famous people have already been spotted wearing them?

3. Come up with four angles
For each sub-topic, you can use photos, videos, user experiences and quotes as angles, for example. This sounds like a lot of work, but if all goes well, you've already created much of this content!

4. Determine content types and channels
Not all content is appropriate for all channels. Know where your target audience is online and how to communicate on those channels. Know your target audience! On Facebook you can communicate more personally and on LinkedIn it will have to be more businesslike.

5. Schedule posts over a longer period
Now you can schedule your posts. Not all target groups are on the same channels at the same times, so it's good to think about this carefully and test it out if necessary.

Know your target audience

So it's important not to just pop everything online. Create the content specifically for the target audience, channel and moment.

Is it around 7 p.m.? Then wish the target audience luck with their round of running and indicate which shoes are best for doing so. Also, complement the post with an image or video to go with it. Is it still in the morning? Give them tips on which shoes they can wear today with which outfit and visualize this as well so that the visitor is triggered. Provide varied angles on the different channels and reach as many people as possible.

If all goes well, through the different posts (the subtopics with different angles) you create a complete story about the chosen topic. Your reach is great because of the wide use of channels and times. Online content marketing is not something you do overnight: content mapping takes time.

And if you did all this, will you sell more shoes? Of course, you can't just answer this question with YES. But the goal is to trigger your potential customer. Make your customer aware of your webshop and make sure you create opportunities to visit your webshop.

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Raymond

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