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This spreadsheet is designed to help you plan your content ideas across the key content funnel stages and
In this template, you'll find:
- Template for mapping content marketing ideas across funnel stages and buyer personas
- Template for conducting content audit with content funnel stages in mind
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E
t is designed to help you plan your content ideas across the key content funnel stages and audit your existing content acc
e, you'll find:
apping content marketing ideas across funnel stages and buyer personas
onducting content audit with content funnel stages in mind
dit your existing content accordingly.
Buyer persona Funnel stage
Middle of the Funnel
Top of the Funnel Bottom of the Funnel
(MOFU): Consideration
(TOFU): Awareness (BOFU): Decision
Have a clear understanding
Starting to look for a Have mapped a strategy for
of their problem and are
solution to their solving their problem
Type in the name actively looking for a
problem/to realize they
of your buyer solution
have a problem Have been engaging with
persona #1
your product content and
Have started to interact with
Have not been engaging might have specific
your brand and some of
with your brand on that questions related to your
your product-oriented
topic before solutions
content
Add your content ideas: Add your content ideas:
Key problem or Add your content ideas: what
what themes/topics what themes/topics would
challenge of this themes/topics would most
would most resonate most resonate with this
buyer persona resonate with this audience?
with this audience? audience?
Add your content Add your content formats
What we know Add your content formats
formats ideas ideas
about this buyer ideas
persona's
For example: blog posts, For example: product
preferred content For example: case studies,
podcasts, video, How-to overviews, success stories,
formats How-to guides, events
guides testimonials
How will you promote How will you promote this
What we know How will you promote this
this content? content?
about this buyer content?
persona's
For example: social For example: email
preferred For example: email
media, organic search, marketing, sales calls, online
channels marketing, retargeting, PPC
display ads workshops
For example:
For example: conversion
How to measure pageviews, dwell time, For example: payments, free
rates, influencer quotes,
success engagement, social trials, ROI, conversion rates
sales enablement
media mentions
Loyalty Stage
Have purchased your product
and need to be engaged to
ensure usage/conversion from
a free trial and brand advocacy
Add your content ideas: what
themes/topics would most
resonate with this audience?
Add your content formats
ideas
For example: sessions with
Customer Success,
newsletters, community
How will you promote this
content?
For example: in-product
messages, email marketing,
Facebook groups
For example: conversion from
a free trial, NPS, brand
sentiment, product renewals
Buyer persona Funnel stage
Middle of the Funnel
Top of the Funnel Bottom of the Funnel
(MOFU): Consideration
(TOFU): Awareness (BOFU): Decision
Have a clear understanding
Starting to look for a Have mapped their strategy
of their problem and are
solution to their for solving their problem
Type in the name actively looking for a
problem/to realize they
of your buyer solution
have a problem Have been engaging with
persona #2
your product content and
Have started to interact with
Have not been engaging might have specific
your brand and some of
with your brand on that questions related to your
your product-oriented
topic before solutions
content
Add your content ideas: Add your content ideas:
Key problem or Add your content ideas: what
what themes/topics what themes/topics would
challenge of this themes/topics would most
would most resonate most resonate with this
buyer persona resonate with this audience?
with this audience? audience?
Add your content format Add your content format
What we know Add your content format
ideas ideas
about this buyer ideas
persona's
For example: blog posts, For example: product
preferred content For example: case studies,
podcasts, video, How-to overviews, success stories,
formats How-to guides, events
guides testimonials
How will you promote How will you promote this
What we know How will you promote this
this content? content?
about this buyer content?
persona's
For example: social For example: email
preferred For example: email
media, organic search, marketing, sales calls, online
channels marketing, retargeting, PPC
display ads workshops
For example:
For example: conversion
How to measure pageviews, dwell time, For example: payments, free
rates, influencer quotes,
success engagement, social trials, ROI, conversion rates
sales enablement
media mentions
Loyalty Stage
Have purchased your product
and need to be engaged to
ensure usage/conversion from
a free trial and brand advocacy
Add your content ideas: what
themes/topics would most
resonate with this audience?
Add your content format ideas
For example: sessions with
Customer Success,
newsletters, community
How will you promote this
content?
For example: in-product
messages, email marketing,
Facebook groups
For example: conversion from
a free trial, NPS, brand
sentiment, product renewals
Buyer persona Funnel stage
Middle of the funnel
Top of the funnel Bottom of the funnel
(MOFU): Consideration
(TOFU): Awareness (BOFU): Decision
Have a clear understanding
Starting to look for a Have mapped their strategy
of their problem and are
solution to their for solving their problem.
Type in the name actively looking for a
problem/to realize they
of your buyer solution.
have a problem. Have been engaging with
persona #3
your product content and
Have started to interact with
Have not been engaging might have specific
your brand and some of
with your brand on that questions related to your
your product-oriented
topic before. solutions.
content.
Add your content ideas: Add your content ideas:
Key problem or Add your content ideas: what
what themes/topics what themes/topics would
challenge of this themes/topics would most
would most resonate most resonate with this
buyer persona resonate with this audience?
with this audience? audience?
Add your content Add your content formats
What we know Add your content formats
formats ideas ideas
about this buyer ideas
persona's
For example: blog posts, For example: product
preferred content For example: case studies,
podcasts, video, How-to overviews, success stories,
formats How-to guides, events
guides testimonials
How will you promote How will you promote this
What we know How will you promote this
this content? content?
about this buyer content?
persona's
For example: social For example: email
preferred For example: email
media, organic search, marketing, sales calls, online
channels marketing, retargeting, PPC
display ads workshops
For example:
For example: conversion
How to to pageviews, dwell time, For example: payments, free
rates, influencer quotes,
measure success engagement, social trials, ROI, conversion rates
sales enablement
media mentions
Loyalty stage
Have purchased your product
and need to be engaged to
ensure usage/conversion from
a free trial and brand
advocacy.
Add your content ideas: what
themes/topics would most
resonate with this audience?
Add your content formats
ideas
For example: sessions with
Customer Success,
newsletters, community
How will you promote this
content?
For example: in-product
messages, email marketing,
Facebook group
For example: conversion from
a free trial, NPS, brand
sentiment, product renewals
Add the title of each Content audit is an essential part of any content marketing strategy. To learn more about the key
content piece in this
column
Content cluster Funnel stage
Last content
Title Url address (category)
update on
strategy. To learn more about the key steps to take, check out this Ultimate Guide to Content Marketing Audit. To get insights on the con
Link to the next
Performance Performance
Content format content piece in the Call to action
metric #1 metric #2
funnel
Performance Conversion Revenue/number Target action
metric #3 rate of payments (e.g., update)
