Making optimal use of concept material
An example. Rabobank has a member magazine: Dichterbij . Many people are quite busy with it every quarter: an editorial team that determines the topics, a journalist who conducts and transcribes the interviews, a photographer who takes the photos for the articles and an editorial team that edits all the articles and coordinates them internally. After a few weeks of work behind the scenes, the magazine is printed and the Rabobank members receive their magazine at home. And then it is finished.
Or not? A shame, isn't it? That all those hours are only spent on the production of the final magazine? That's why it's useful to master the technique of content mapping. The interviewer has undoubtedly noted down more quotes and the photographer certainly didn't just take the 'best' photo. If the interviewer is there anyway, why doesn't he record a little 'video quote', so that you also have moving images of the person?
Every channel something for you
Just by thinking about the additional possibilities in advance, you will quickly have a lot of extra content. Teasers that you can use in the run-up to the publication of your article (or: video, blog, whitepaper.). And many posts that you can use after publication as references to the full article. Moreover, each channel has its own characteristics when it comes to content. Photos and videos do well on Facebook and Instagram. Short, newsworthy headlines and provocative questions are good for Twitter. LinkedIn is suitable for summarizing the subject briefly and starting discussions.
And also think about sharing audio fragments and infographics. That way you have varied angles on all channels. When you make good use of that, you reach as many people as possible. And if you also vary in time, you have the greatest chance of being seen and shared by your target group.
What's in a name
The term content mapping is of course derived from the phenomenon of mind mapping:
A mind map is a diagram made up of concepts, texts, relationships and/or images, which are arranged in the form of a tree structure around a central theme. It is used to support creative processes and in learning and remembering. (source: Wikipedia)
Content mapping is also a brainstorming technique using a derivative diagram. The experienced content mapper is able to mentally chop up the topic into pieces. But you can also do this physically, for example by drawing a tree and writing down the various topics that come to mind in the branches.
Content mapping in 5 steps
1. Determine your topic
What topic do you want to draw attention to? This could be an existing expression. For example, do you have an interesting blog post? Or is there an interesting article in your magazine that you want to draw more attention to? It could also be a new publication. For example, a video that you are working on. Also determine the source file for your main topic in brazil mobile phone number list advance: what do you refer to in your 'content mapped' messages? Do you link to a page on your website where the entire article is? Or to the video on YouTube? This will be the source file that you refer to in as many posts as possible. But always with the condition that it is relevant.
2. Divide into five subtopics
Now divide your article or topic into multiple subtopics. As a guideline, you can use five topics. Think carefully about the relevance of your subtopic, but also remember that these are not yet ready-made posts.
3. Think of four angles for your subtopics
Now try to think of four more angles for your updates for the different subtopics. Also think about the form in which you can best cast it. Is it an interesting headline, or perhaps a quote? Does it lend itself to a nice infographic? A beautiful photo collage? Perhaps a short quote on video? In this way, you already have twenty referring messages for the topic you want to draw attention to.
4. Determine the content types and channels
Of course, you don't do all of this at the same time and certainly not on the same channel. That's why it's useful to think about the channel on which you want to place the referring content. Take into account the characteristics of the network or medium. For example, be careful not to place too much text on Facebook. And while you often use an informal tone on Facebook, LinkedIn is characterized by more formal language.