Why I Use Mind Maps for Content Marketing Projects

I'm often asked how I manage all the details of complex content marketing projects. My favorite tool for this is Mind Maps. Specifically, I use MindJet.

I whipped up a simple example to show you:

If I was doing this for real, I'd have the persona where it says Content Map Example.

I build my content flows based on questions the buyer persona asks at each stage of the buying process.

Next to each of them I input topics for content development and any links to documents or notes to provide the overall reasoning behind the question and answers (that's the content). Additionallly I can link to any resources I want to keep track of that may inform the content development. This keeps things tidy and condensed in one spot where it's relevant to me, as well as to others working on the project.

From there, I note which types of content I'm going to develop for each topic. I can link to the working drafts of the content as well as link to the final published content, once it's live.

What I like most about Mind Maps is that I can open up as many layers as I want at one time to get the big picture view of the flow, or condense it down to just focus on one area.

When I work with project teams, we'll often use Mindjet Catalyst - the online version - to work on drafts together and for meetings. It's much simpler than shuffling versions of documents back and forth via email.

When managing content marketing programs, finding tools that work for you is half the battle. I highly recommend that you try out Mind Maps and see if they'll help you turn some of the content marketing chaos into a calm and orderly process.

Comments

[Bob Apollo]

Ardath

Great suggestion, and let me add another one: I've found Mind Mapping to be a great technique for helping sales people prepare for a wide-ranging yet well-targeted sales conversation - Mind Mapping helps to eliminate any impression that the sales person is following a linear script or plan, and enables them to drill down into areas of particular interest.

[Ardath Albee]

Thanks, Bob! Great idea about using them to orchestrate sales conversations. I like that!

[Savvymarketers]

Thanks for sharing this most useful Mind Map and explaining the elements of your example so clearly.

While I've used Mind Mapping for several years to plan out different projects, I didn't realise there was an online version for collaborating with team members until I read your post!

I've signed up to Mindjet Connect (which seems to have replaced Catalyst) - a free version - to try it out.

[Alexis Rodrigo]

Hi Ardath! I use mind maps almost everyday for developing content. However, I never knew you could collaborate with other people on a mind map. I gotta check that out.

BTW, I made a post (with demo video) of how I use mind mapping for everything from blogging to project planning. I hope you don't mind my sharing the link here:

http://alexisrodrigo.com/how-i-use-mindmaps/

Thanks!

[Newt Barrett]

Ardath,
I'm a MindManager fanatic, too. I use it for both book planning and book analysis/reviewing.
It was a big help in pulling together, Get Content Get Customers, for example.
Moreover, it's a pretty good lightweight project management tool.

[Ardath Albee]

@Savvymarketers - thanks for your comment. I'm glad you're trying out Mindjet Connect. I didn't know it had changed names - mine still says Catalyst.

@Lexi - Thanks so much for sharing your video! I'm sure people will find it worthwhile.

@Newt - Glad to hear it! I too used it when writing my book, planning onsite workshops and other things. We fanatics must stick together - method to the madness, and all that :)

[Mikko Rindell]

Good one! I actually just this week started to use mindmap for listing the things that a client now has on the website and what is missing.

I did it old-fashioned way with pen and paper but it seemed to pretty ok. Need to check the digital ones as well!

I did use Meindmeister for some other type of project. Any experiences of using it for content marketing projects? I'll have a look at the Mindjet too!