You spent hours sweating over a weblog publish to make it interesting and full. You spent weeks of intensive preparation to provide an attention-grabbing video. You lastly have your content material in form and publish the tip consequence.
You put it up for sale with just a few tweets and updates on LinkedIn, Instagram, and your publication. And then?
Don’t cross your fingers and hope for one of the best. Turn to mapping to make sure your content material makes the largest affect attainable.
Let me stroll by way of the method with the instance of a video presentation I did for the hybrid Content Marketing World occasion in 2021: What If Creating Single-Use, Disposable Content Were a Crime?
Decipher content material mapping
In this case, I take advantage of the time period “content mapping” to speak about mapping content material to different content material. Content mapping is a logical spinoff of the phenomenon of thoughts mapping — drawing a diagram to visually arrange info, often round a single idea represented as a circle within the middle of the map.
(*5*)Click To Tweet
An skilled content material mapper can simply chop the subject into separate ideas or concepts. But less-experienced content material mappers ought to brainstorm, utilizing the map as a bodily manifestation. I like to attract a tree and jot down all of the totally different classes, topics, and content material sorts that come to thoughts as branches.
You can obtain the instance and create your individual model.
Click to enlarge
Map your content material in 5 steps
Follow the mind-mapping course of with these steps, and see how you can do it with the subject of “evergreen content” – the core message in my Content Marketing World video.
1. Select your core content material
Base your map on a bit of high-quality, long-form content material that can acquire your audience’s consideration. Though it must be related content material, you don’t want to start out from scratch. Have you posted an fascinating article? Does your podcast comprise an episode about which you wish to focus extra consideration?
Start your #content map with a high-quality, long-form asset, says @carlijnpostma via @CMIContent. Click To Tweet
Specify the supply of this long-form content material – its touchdown web page. Will you hyperlink to a web page in your web site? Or is the final word aim to draw extra subscribers to your YouTube channel?
Example: My aim for the evergreen content material video is to draw extra guests to my web site and convert them into publication subscribers. My major content material supply is this page on my website that includes the video, What If … Creating Single-Use, Disposable Content Were a Crime.
2. Divide into 5 subtopics
Detail 5 subtopics associated to your major long-form content material. Bear in thoughts these subtopics doubtless gained’t be in a ready-to-share format.
Example: The subject of “evergreen content” might be cut up into these 5 subtopics:
- What is single-use, disposable content material?
- Why is creating evergreen content material useful?
- Tips on how you can create evergreen content material
- What you’ll be able to be taught from Netflix concerning evergreen content material
- Don’t overlook …
3. Create 4 views for every subtopic
Think, too, about the best way to convey every subtopic’s message. Does it work greatest as an fascinating headline or a quote, a trailer video, or ought to it’s an infographic or a photograph collage?
Create 20 linking messages (5 subtopics multiplied by 4 views) for the first subject to attract in your viewers. You can also use these to create further content material in your subject.
(Example is integrated with step 4.)
4. Specify the content material sorts and channels
Think about how you can distribute your messages. Take under consideration the traits of the chosen community or medium. For instance, Instagram and Pinterest require photographs, whereas TikTook calls for movies. Or the tone of voice on Facebook might be casual, however LinkedIn customers nonetheless count on extra formal language.
Example (steps three and 4):
- What is single-use, disposable content material?
- Perspective: What is single-use, disposable content material?
- Formats: title, nonetheless picture, quick abstract, hyperlink to web page
- Distribution: Twitter, LinkedIn, Facebook
- Perspective: What if creating single-use, disposable content material had been against the law?
- Formats: trailer video, hyperlink to web page
- Distribution: Twitter, LinkedIn, Facebook, Instagram, TikTook, publication
- Perspective: How do you establish single-use, disposable content material?
- Formats: title, trailer video of Unidentified Single-Use Content, hyperlink to web page
- Distribution: Twitter, LinkedIn, Facebook, Instagram, TikTook
- Perspective: Command to the viewers, “Stop creating single-use, disposable content. Start creating evergreens.”
- Formats: poster, hyperlink to obtain
- Distribution: Twitter, LinkedIn, Facebook, Instagram
- Perspective: Explanatory abstract with a cliffhanger ending
- Formats: textual content, quote, hyperlink to web page
- Distribution: Twitter, LinkedIn, Facebook, Instagram
- Perspective: What is single-use, disposable content material?
- Why is creating evergreen content material useful?
- Perspective: Six the reason why creating evergreen content material is sensible
- Formats: textual content, hyperlink to web page
- Distribution: LinkedIn, Facebook, publication
- Perspective: How evergreen content material retains drawing audiences
- Formats: infographic, hyperlink to web page
- Distribution: Twitter, LinkedIn, Facebook, Instagram, Pinterest
- Perspective: ROI on evergreen
- Formats: infographic, hyperlink to web page
- Distribution: Twitter, LinkedIn, Facebook, Instagram, Pinterest
- Perspective: Short abstract of web optimization advantages of evergreen content material
- Formats: textual content, hyperlink to weblog publish on web site
- Distribution: Twitter, LinkedIn, web site
- Perspective: Six the reason why creating evergreen content material is sensible
- Tips on how you can create evergreen content material
- Perspective: How to create evergreen content material
- Formats: textual content, hyperlink to further weblog publish on web site
- Distribution: Twitter, LinkedIn, Facebook, web site
- Perspective: Five don’ts to develop into a professional in creating evergreen content material
- Formats: listing, hyperlink to further weblog publish on web site
- Distribution: Twitter, LinkedIn, Facebook, web site
- Perspective: Examples of brand name evergreen content material vs. marketing campaign content material
- Formats: textual content, stills, hyperlink to web page
- Distribution: Twitter, LinkedIn, Facebook, Instagram
- Perspective: Case examine of a model exhibiting the worth of evergreen content material
- Formats: textual content, hyperlink to further weblog publish on web site
- Distribution: Twitter, LinkedIn, Facebook, web site
- Perspective: How to create evergreen content material
- What you’ll be able to be taught from Netflix concerning evergreen content material
- Perspective: What it is best to be taught from the creators of movies and sequence
- Formats: textual content, weblog publish, hyperlink to web page
- Distribution: LinkedIn, Facebook, publication
- Perspective: Why a brand new season attracts new audiences to earlier seasons
- Formats: textual content, hyperlink to further weblog publish on web site
- Distribution: Twitter, LinkedIn, Facebook, web site
- Perspective: How to develop an evergreen technique
- Formats: Book Binge Marketing, abstract and opinions, hyperlink to web page
- Distribution: Twitter, LinkedIn, Facebook, Instagram
- Perspective: Six easy-to-apply ways in your advertising technique discovered from Netflix
- Formats: listing, hyperlink to web page
- Distribution: Twitter, LinkedIn, Facebook, Instagram
- Perspective: What it is best to be taught from the creators of movies and sequence
- Don’t overlook …
- Perspective: Quote from present podcast – Unlimited Shelf Life, episode about evergreen content material
- Formats: audio quote from podcast, cowl podcast
- Distribution: Twitter, LinkedIn, Facebook, Instagram
- Perspective: Review quotes from fanatic viewers
- Formats: quotes, slideshow
- Distribution: LinkedIn, Facebook, Instagram
- Perspective: New trailer video to advertise the total video
- Formats: speaking head trailer
- Distribution: Twitter, LinkedIn, Facebook, Instagram, TikTook
- Perspective: Collect all shareable visuals which can be related to the subject
- Formats: pictures, slideshows
- Distribution: LinkedIn, Facebook, Instagram, Pinterest
- Perspective: Quote from present podcast – Unlimited Shelf Life, episode about evergreen content material
5. Schedule your posts over an extended interval
Now that you simply’re able to schedule your content material, resolve on what interval you need to focus consideration in your subject and schedule updates accordingly. Vary the occasions of day at which you publish your updates to social media. This method, you’ll get essentially the most viewers (until your goal is a small viewers and you’ve determined you need to repeat your message).
No time to waste
I typically get requested whether or not all this content material overwhelms the viewers. And when you have a look at all the different sorts collectively, it might appear that method. That’s why it’s so essential to create a content material map that lets you handle the publishing fastidiously throughout a number of channels over time.
Updated Jan. 9, 2023
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Cover picture by Joseph Kalinowski/Content Marketing Institute