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INSTRUCTIONS FOR USING THE CONTENT ASSET MAP
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Visit www.revoptica.com/buyer-journey-framework-resources to get more detailed instructions and resources.
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1Please make a copy of this template before using it.
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2Refer to the Buyer Journey Framework doc to align content.
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3Each asset can address multiple personas and/or ICP segments.
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4Each asset can ONLY fall under one Buyer Journey stage group.
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5Effectivenss of reinforcing value statement should ideally be driven by the overall performance of the content as indicated by number of downloads/reads, amount of "influence" in bringing prospects down the funnel stages (i.e., helping to increase connect rate, leading to a demo, converting to an opp, etc.). This will require a combination of "art" and "science" - some form of attribution methodology plus your best judgment.
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6Final Asset Direct Link (Internal) - this is where company employees can find the finalized asset for their own consumption, such as in the company Google Drive. This link should NOT be used to share publicly, including customers or prospects. The links in the columns labeled "Public" are used for that purpose.
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7Final Asset Direct Link (Public) - this is the direct link to the content asset that is located on a public-facing file host (i.e., website, marketing automation, public file storage folder, etc.). This should only be provided to customers & prospects who are already identified and known in our database, although it's better to send them to the "Thank You" Page w/Asset Link so that they can further explore more content on the site.
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8Landing Page Link (Public) - this is typically the landing page with a form that someone needs to fill out in order to access the content itself. By default, this should be the link offered to any prospects via direct communication or marketing campaigns. However, if the person is known within our system AND cookied by your marketing automation platform, then you can send them the "Thank You" Page w/Asset Link instead since there's no need to have them fill out a form. This applies to current customers added as new users to our product as well - if any customer users are known in our CRM but not cookied by your marketing automation platform, we will want to have them sent to this type of page to access content so that your marketing automation platform can make a linkage. In general, this should be the default public-facing link to use when sharing content. If your marketing automation platform forms have the capability to recall the prospect after the 1st form submission (i.e., replacing the form with a "Welcome back [first.name]!"), then even better.
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9"Thank You' Page w/Asset Link (Gated) - this is the page that contains the "Final Asset Direct Link (Public)" for the actual content after a prospect fills out a "Landing Page Link (Public)" form. This link should only be shared with those who are known within our system AND cookied by your marketing automation platform.
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10All go-to-market team members should be given View only access to this file so that they can see the full library of content available and when/how to use it. However, Edit access to this Content Asset Map file should ONLY be given to team members who will be managing this process.
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11When the LIST OF CONTENT tab is updated, you may need to refresh each pivot table on the SUMMARY (PIVOT TABLES) sheet.
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