Consumers and other stakeholders engage with a brand on a multitude of online platforms. Often the company website is not even part of this interaction. The Content Mapping Workshop provides a strategic tool for an organization to actively engage with its target markets at the time and place of greatest consumer relevance.
Typically this workshop is done after our Brand Meridian Workshop. We utilise the user archetypes created there and bring them to life on a kind of board game representing the company’s online biosphere. As the user archetypes travel from paid and earned media platforms to owned platforms, relevant content themes are discovered and mapped out. As this process continues, a complete online marketing and social media strategy enfolds before our eyes.
The Content Mapping workshop was developed for online marketing strategies, but for some organisations it makes sense to expand it to include offline channels as well.