Creating a Content Map: Key Audiences, Messaging, and Your Go-To-Market Strategy

Creating content for the sake of having content is very 2014. Instead of “churning” out content for the company blog, let’s get intentional about how and why we create content for our go-to-market (GTM) initiatives.

Join Stephanie Totty for step-by-step instructions for creating a content map—your guide for ensuring the content you’re creating is supporting your organization’s value props, your target audiences/accounts, and your GTM strategy. Attendees will also learn how to use readily available (read: free) tools to conduct a content audit to understand which pieces of content should be used for their content map, how to recognize gaps in their content map, and how to prioritize their future content calendar based on these gaps.

In this session, you’ll learn:

• How to create a messaging matrix that includes all segments of your targeted audiences or accounts
• How to conduct a content inventory and audit (with readily available tools) and then map well-performing content to your messaging matrix
• How to identify gaps in your content map and then prioritize your editorial calendar based on immediate needs