Sharing content daily is important for any business, including your school. But what many schools don’t realise is that they have an untapped gold mine of content just waiting to be explored, posted and shared.
Obviously, new content is also very important, but there’s nothing wrong with repurposing older content. After all, you may have gained new audience members since last sharing it.
The trick is to catalogue this content. And, the best way to do this is a concept called content mapping.
What is Content Mapping?
Content mapping is a visual technique that will help you organise and understand the content you have. If done well, it can be a simple and valuable part of your overall strategy.
Content mapping basically means making a catalogue of your school’s current content and matching it to your customer personas and stage in their journey where it best fits. A quick example for you:
Content: Reception/Pre-Prep student’s video testimonial about how much they love their forest school sessions.
Audience: Prospective families.
Journey stage: They’ve been to an Open Day but not yet applied.
Content mapping helps you to two do very important things:
- It allows you to categorise your content for different audiences.
- It helps you to figure out the gaps in your content, and therefore, content that will need to be produced and improved in the future.
In order for content mapping to be effective, it is important that you have identified your customer personas. If you haven’t yet produced your school’s customer personas, you can download our free editable template here.
Organise your content
The simplest way to get started is to create a spreadsheet or Google Sheet that everyone in the team can access and update. This document will effectively become your ‘map’ to identify the following:
- Title of content
- Publishing date
- Type of content
- The customer persona that the content is targeting
Work with the whole team to enter all pieces of content into a document, this way you’ll have a clear understanding of where your content marketing strategy stands and what to do next.
Identify weak spots
Once all your pieces of content are entered into your document, get the team together and ask yourself the following questions:
- Does our content target each of our customer personas?
- Is each piece of content up to date and relevant?
- Are there topics and resources that aren’t being seen?
- Do we have a good variety of content types?
By focusing on where your gaps are, you can focus your efforts and resources to those areas, rather than continuing to create content where there is an excess.
Time to brainstorm
Finally, once you have identified the areas on your ‘map’ that need the main focus, work with your team to brainstorm ideas on what content you should work on next.
You and the team can brainstorm a multitude of different ideas, from a simple 7 quick tips blog post to an in-depth video series.
Content mapping is a key element of your school’s marketing. It ensures you have a wide range of content suitable for all of your audiences and their needs.
Let us know how you get on with your content mapping. Or if you’ve done this in the past, was it successful?