The Message Map serves as a guide for creating content. The Message Map is made up of a set of customer journey stages (i.e., Awareness, Consideration, Conversion, Retention, Advocacy) and a set of assigned topics for each journey stage.
The topics included in each journey stage should be highly relevant to your audience and should include those topics where you can differentiate from your competition. The Message Map can be further customized by associating or disassociating specific personas with particular topics.
The Message Map is a useful communication tool on its own. You can share the details with fellow marketers or with leadership across departments as a means to align the team around what is most important to your target audience at different stages in their journey.
Additionally, the Message Map is an input to Vennli’s content brief builder. The topics included in the message map and the order in which they appear will feed the key message recommendations for content briefs built in the Plan module.
You will notice that topics generated by the recommendation engine are typically phrased as questions. The idea being that the most effective content addresses key questions from your audience.
How it works:
The Vennli recommendation engine uses the Business Objective statement from the Initiative and data from search engine results pages to build a network of topics relevant to your audience. The recommendation engine then categorizes each topic by stage of the customer journey.
Each journey stage in the Message Map will be pre-populated with the three highest scoring topics from the recommendation engine if available. Topics generated by the recommendation engine have the "atomic" symbol to the left of the topic text.
To customize the Message Map you can view and select additional topic categories, expand a topic category, add and delete topics, reorder topics, indicate that a particular topic does not apply to one or more personas in the Initiative, and write in your own topics.
If you update the Business Objective statement and rerun the Message Map recommendations, Vennli will preserve your original Message Map. However, the topic library available in the slide out drawer will be replaced with newly suggested topics.