Blog Post

If you’re creating content just to “keep the blog active,” let’s pause for a second.

Content without direction rarely gets seen, and it almost never converts.
The fix? Content mapping built around buyer intent.

This is the system I use to make sure content isn’t just published—but placed, structured, and aligned with the right audience at the right time.

Let’s break down how I map content around intent to support the entire buyer journey—and how you can apply the same approach, whether you’re working solo or with a team.

• What content mapping really means (no academic fluff)
  
• The three core types of buyer intent—and what they want
  
• My framework for aligning content types to each stage
  
• How I build content journeys that lead to conversions
  
• The most common mapping mistakes I’ve seen (and fixed)
  

At its simplest, content mapping means creating and organizing content based on:

• Who your audience is
  
• Where they are in the buying journey
  
• What they’re trying to achieve
  

I think of it like planning a trip:
If you don’t know the destination (conversion) or where the traveler is starting, you can’t give good directions (content).
Content mapping gives you a route—and helps your buyer not get lost along the way.

Not all content is meant to sell.
Some educates. Some compares. Some helps people make that final decision.

That’s why understanding intent is at the core of any mapping strategy.

1. Top of Funnel (TOFU) – Informational Intent
   These visitors are problem-aware but solution-curious.
   They’re asking:
   
   • “What is [topic]?”
     
   • “Why am I dealing with this issue?”
     
2. Middle of Funnel (MOFU) – Consideration Intent
   They know the problem—and they’re evaluating options.
   They’re asking:
   
   • “What’s the best way to solve this?”
     
   • “Which product or approach fits me?”
     
3. Bottom of Funnel (BOFU) – Transactional Intent
   These folks are ready. They’re comparing solutions, prices, and features.
   They’re asking:
   
   • “Which tool or service is right for me?”
     
   • “Why should I choose you over others?”
     

Each intent demands a different type of content.
Trying to sell on an informational page? That’s like proposing marriage on the first date.

Before I map anything, I define:

• Who the audience is
  
• What challenges or goals they have
  
• What buying stage they’re in
  

You can’t organize content for “everyone.”
Even within the same industry, a CFO and a marketing manager will need completely different paths to conversion.

Pro tip: If your content tries to serve multiple personas at once, it ends up serving none well. Break it out.

I start by auditing what already exists. For each piece, I ask:

• What stage is this content designed for?
  
• Does the format match the intent?
  
• Is anything missing in the buyer journey?
  

For example:

• Blog post titled “What is CRM software?” → TOFU
  
• Comparison guide “HubSpot vs Salesforce” → MOFU
  
• Case study “How Client X Increased Revenue 25%” → BOFU
  

I organize this in a content matrix—rows for funnel stages, columns for content types. This visual map shows what’s working, what’s missing, and what’s misaligned.

Need help identifying gaps? I’ve covered it here:
Keyword Gap Opportunities

Now comes the fun part—planning what needs to be created.
I match each intent type to the format that works best.

• Blog posts
  
• Educational guides
  
• Infographics
  
• Videos or explainers
  

Goal: Attract and inform. Build trust. Zero pressure to convert here.

• Comparison articles
  
• Webinars
  
• “Best of” lists
  
• Solution briefs
  
• Email nurture content
  

Goal: Help the buyer evaluate options—including yours.

• Case studies
  
• Product demos
  
• Pricing pages
  
• Testimonials
  
• FAQ or “Why Us” pages
  

Goal: Help the buyer say yes—and remove any final friction.

Need examples for organizing content into clusters and stages?
Content Mapping by Funnel Stage

Don’t let content live in silos.
I make sure every piece leads the visitor forward.

That means:

• TOFU blog links to MOFU comparison
  
• MOFU piece references BOFU testimonials
  
• BOFU content offers CTA to demo or contact form
  

This turns content into a journey, not a dead-end.

When done right, internal linking supports both SEO and conversion—without feeling forced.

For deeper strategy on connecting content?
From Keywords to Conversions

Content mapping isn’t a one-time exercise.
I revisit the map every quarter and ask:

• Have buyer needs shifted?
  
• Are search behaviors changing?
  
• Do certain funnel stages feel light?
  

I fill those gaps with fresh, intent-matched content.
Sometimes that’s a new BOFU landing page.
Other times, it’s updating an old blog post that’s ranking but not converting.

This is where keyword research stays in play.
I tie every new piece back to search intent. If there’s no demand, there’s no content.

Looking for a full walkthrough? See how I combine research + mapping here:
Keyword Research Guide 2025

• Creating only TOFU content (easy, but traffic ≠ conversions)
  
• Pushing product too early (scares off cold traffic)
  
• Not linking between stages (missed opportunity for progression)
  
• Using the same CTA for every stage (spoiler: “Book a demo” doesn’t work for first-time readers)
  

Fixing these creates better user experience—and better performance across the board.

Content that converts doesn’t happen by accident.
It happens when every piece has a place, a purpose, and a path for the reader to follow.

If your content isn’t tied to buyer intent, it’s just noise.
But when it is? You don’t just get rankings—you get results.

If you’re building or rebuilding your strategy, start with this:
Map your audience’s journey. Then build content to guide it.

Need help pulling keyword data into this process? Start here:
How to Build a Content Strategy Around Keyword Research