Content Mapping: Unlocking the Power of Content to Increase Engagement, Leads and Sales

Book review by Deane Barker
tags: content
Henry Adaso

A pretty mainstream content strategy book organized around the premise that you need to “map” your customers’ journeys, because they require different content at different times.

The author claims customers go through three major buying stages:

  1. Awareness

  2. Research

  3. Conversion

Each stage requires different content that (1) answers different questions, (2) is in different formats, and (3) provides different opportunities for next action.

It’s a good concept. Not a revolutionary book, but I’m better for having read it.

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