When it comes to content development, most people will just start writing content without much forethought into the purpose or objective of that content. The key is in stepping back and looking at the process as a whole.
Each piece of content, from a forum post to a web page to a follow-up email, should work together to achieve your main objective.
Lets look at setting up a mailing list, as just one example. There are many little pieces of content that make up the process...
- Sales Copy
- Redirect Page
- Confirmation Email
- Confirmation Page
- Follow-up Message
- Autoresponder Series
- Email Messages
- Message Archives
I generally prefer to manage my project in list-style like that, but a visual is easier for some. To create a visual "map" of your content development plan you can use free mindmapping software such as FreeMind.
There is also another (less complicated) way to create a mind map...
That is, of course, my own simplified version of "content mapping" 😀
How you map out your content development plan is not as important as the fact that you do. It allows you to see each element of the process, and focus on the crucial details for each of those individual elements.
Let's take a more visual look at the stick-figure process I sketched out above. When setting up your mailing list, you start with the main page - or the sales copy to compel your visitors to opt in to your list. The objective of this content is to convert visitors to subscribers:
Opt-in Sales Copy
When your visitor uses the form to subscribe, they are redirected to another page. The objective of the content on this redirect page is to compel them to check their email and confirm their subscription:
Redirect Page
At the same time that they are being redirected to the page above, your confirmation email is being delivered to their email address. That confirmation email needs to be customized with a personal message from you. The objective of this content is to compel them to confirm their subscription:
Confirmation Email
When your visitor clicks the confirmation link in that email, two things happen: a confirmation page opens in their browser window, and a follow-up message is sent. You want to personalize both of these options.
The objective of this content is to build on your new relationship with this visitor, and lead them to the next step in your process. (You've come this far together - dont leave them hanging now!)
This was a very simple illustration of using content to lead your visitor from one step to the next. Its important to have all of these bases covered before you start driving traffic to the content on your website. But using content to bring visitors to your site is much the same - it should be a planned process.
Next we'll discuss the various types of content that drive traffic to your website, and how to map out an effective plan for leading people to what you offer...
Best,
P.S. If you love the concept of using Mind Maps to outline your content or your sales process, you'll want to see iMOS. It is a system developed by Doug Hudiburg for successfully launching your own info-product.
You’ll get Doug's mind map in excel format – which also works in open office – as well as the video tour that shows you how to use it. You’ll also get access to the complete step-by-step guide, titled Deconstructing the iMOS – which goes into detail about the selling process and each element of the system you need to set up in order to successfully sell info-products.
You can get it for just $1 by using this link.
About Lynn Terry
Thanks for the great post Lynn. Mapping out the idea before writing is a good idea, but do mind maps really help? Most IM stuff is basically very simple, and basically the same from one project to the next. Does mind mapping really help?
I had a look at iMOS last time you mentioned it, but I couldn't make head or tail of it. I guess this was partly because the videos didn't work properly, so I couldn't watch the intro one (which I guess was the most important). I'd like to know if this mind map stuff really adds anything, or if it's just another fad.
Ta ra
Alan
Hi Alan,
I've been doing braindumps and mind maps for over 10 years now, and I find both to be very helpful. Its going to be different for each person, and their learning style or action strategy.
I personally dont use software to create my mind maps, but prefer list-style or to just scratch it out on paper (as illustrated above). When its a large project, this really helps me to put all the pieces in place. Smaller projects its not really necessary (because I'm so familiar with the process already).
If it works for you, use it. If not, dont 🙂
As for "content mapping", this is a very basic introductory post to the concept, as we'll be talking more about how all of these pieces work together to achieve the main end result.
@Lynn
I just bought a big white board 2 days ago for this exact purpose. I've never done well with day planners, agenda's, blah blah... But I have always done well with sporadic, inspired bursts of creative thought-mapping.
I understand where Alan is coming from - it is a fairly simple process to the experienced internet marketer, and one that is often repeated once the kinks have been worked out, from project to project.
I do strongly believe though that for any individual (like myself) who has been in this game for less than a year, and is now getting into the creation of info products - knowing what you're plan of action is ahead of time is vital.
White board all the way!
P.S. If you've had a bit too much scotch and come home with the "best idea ever", always make sure the marker you are scribbling on your white board with is not a permanent one - this can get very expensive!
Great points Elijah, and I agree. Even John Reese has his walls lined in white boards in the "War Room":
So its not just for newbies 😉
"Mapping" is great when you feel overwhelmed with what's in your head, and need to get it out and in front of you where you can actually work with it.
Ahhh. The ol' yellow legal notepad.
I call this the Gary Halbert method and I prefer it as well.
Even though I'm a complete digi-geek, nothing beats the pen and pad for sales copy and brainstorming for me.
Great post Lynn, as usual.
Richard
@ Lynn
I've seen that picture before, and I will have a room like that in my basement some day... It will be mine.. oh yes, it will be mine.
@Richard
You can never go wrong with a good 'ol yellow pad laying around! I'm guilty of having hot pink sticky pad notes all over my recording studio - because I like hot pink? No.
So I know they are important. 🙂
I like that whiteboard room, for the ultimate brain dumps
I have been using mind-maps for about 10 years as well, and really like my http://bubbl.us/ pages. They are created on-line and be be ported to other web content pages like the one I have on my own beta-persona site (a "shoemaker's child" that I never get to spend much time working on.) In this context, I too, am a work-in-progress. Thx Lynn
I've been writing articles for some time, and have written a couple of books - I don't know how I could survive without Mind Mapping software. I am very happy with NovaMind, which I have been using for several years.
I kind of also like the whiteboard rooms, but so much of what I do has to link to other documents and web pages etc, I really need to have the software to support it, or I would be much slower.
Cheers
Frank
This is an amazing post of immense value. Lynn, you ability to lay out a strategy for developing a content map is flawless. Everyday I tell my trainees and clients that to properly educate, you must always look for more things to learn.
You have taught me something today!
Crystal clear example, Lynny!
Say, my office is unfinished...I wonder if I could do that whiteboard thing...
What do you feel is the best way to keep in touch with your notification list?
Periodic product updates, regularly scheduled tips, etc.?
Ideally you want to put an autoresponder series in place, giving them relevant tips and/or sneak peaks about the product content.
Lynn, thanks for the picture of John Reese's war room. I've just added it to my list in my perfect day exercise (new house ideas & wants!). I will have that very soon!