Content Map Template

Purpose: This template will help you map out your brand/ demand content across all awareness stages. The key is to capture all relevant information—buyer insights, competitor details, content audit, and new content plans - in one place. Feel free to copy/paste into Google Docs, Word, or any collaborative workspace.

How to Use:

Gather Buyer Insights: Reference personas, call transcripts, and market research.
List Competitors: Note what they’re doing at each stage and how you can stand out.
Audit Existing Content: Map what you already have to each stage and note any updates.
Identify Gaps: Pinpoint where you lack content or where you need more depth.
Plan and Prioritize: Decide how to balance brand/demand content ratios based on potential impact, resources, and your GTM strategy.

You'll want to revisit and refine your content map regularly as you learn more about what resonates with your audience. The key is starting with your best understanding based on research, then adjusting as you gather data about what works.

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1. Buyer Persona Insights

Instructions: Fill out the key questions, challenges, and goals your buyer personas have at each stage of awareness.

Stage	Key Buyer Questions / Challenges	Insights Source
Problem Unaware	What will excite curiosity?	LinkedIn comments, social media chatter, etc.
Problem Aware	What problem are they trying to solve?	…
Solution Aware	What solutions are they exploring?	…
Product Aware	What do they want to know about our product?	…
Most Aware	What do they need to seal the deal?	…

Tips:

Include exact phrases from your buyer interviews or call transcripts.
Focus on recurring pain points or objections.

2. Competitor Research

Instructions: Document competitor activities, messaging, and any content they produce at each stage. Note your opportunities to differentiate.

Stage	Competitor	What They’re Doing / Content Examples	Possible Differentiators (Your Unique Angle)
Problem Unaware
- Which topics are competitors highlighting? - How do they frame industry trends?	Competitor A	e.g., Social media posts about “future of X,” LinkedIn ads	e.g., A more data-driven approach; your POV on trends
	Competitor B
Problem Aware
*- What recurring challenges are competitors addressing?

How do they relate to buyer pain points?* | Competitor A | | | | | Competitor B | | | | Solution Aware - How are competitors positioning their solutions? | Competitor A | | | | | Competitor B | | | | Product Aware - Which benefits and features do they emphasize most? | Competitor A | | | | | Competitor B | | | | Most Aware
What do their case studies or ROI tools look like? | Competitor A | | | | | Competitor B | | |

Tips: