* 17 YEARS *

Creating and developing a stellar content marketing plan is arguably one of the most important elements of any digital marketing strategy. You need to make sure that you deliver great content at the right time and in the right place to the prospects that are visiting your website. Not all of your prospects will be at the same place in the buyer’s journey, so it is crucial to make sure that your content is personalized and is touching on all of the different pain points that your prospects are encountering. You also want to ensure that your content is focused and optimized around the keywords that you are trying to rank highly for. This is where content mapping comes in.

The Process of Content Mapping

What is content mapping? Content mapping is the process of developing a content strategy that is based on extensive research and real, scientific data. The first step in the content mapping process is to do extensive keyword and competitor research. A content map lists all of the possible keywords that your financial firm could possibly rank for. It also displays the competition and search volume for each keyword. By conducting such in-depth keyword research, you will be able to easily identify and choose the keyword opportunities that your financial firm should be actively pursuing.

The next step in the content mapping process is to look the content your website currently has. Some of your content may be already written and optimized around a couple of the keywords that you want to pursue. You may be ranking very highly in the search engine for these keywords. If this is the case, then this is good news. It means that this content is performing well and nothing needs to be edited.

You may have some content that has the potential to be tweaked and slightly rewritten so that it is fully optimized and focused on the keywords that you are trying to rank for. Editing and rewriting content to be centered around your keywords is very useful and can save you from having to create entirely new content.

There will most likely be some keywords that are discovered during the research phase that have a lot of potential, but your website simply doesn’t have any content developed around them. This is an area for growth and opportunity for your marketing efforts. You will need to create new, specific content that is written for these particular keywords. Not only will this new content help boost your search engine rankings, but it will also provide valuable resources and answers to the problems and needs of your prospects. This may increase your conversion rates, turning prospects into paying clients.

Creating a content map is absolutely essential to your content strategy. It gives you a data-driven direction of where you need to improve your current content and where you need to create new content. If you would like us to create a content map for your financial firm, contact us today.

Rosemary Wendt Administrator
Christopher P. Wendt is president of Midstream Marketing, a digital agency that generates predictable leads for independent financial advisory firms. Over the last 10 years, he’s spent hundreds of hours applying the LeadGen Formula™, a proven method helping financial advisors generate more leads. You can reach him at cwendt@wendt.enterprises.

Send this to a friend

​ ​​​