Digital marketing agency iCrossing has released a "visual mapping" tool that aims to help to marketers unite a brand's messaging across consumer touchpoints.
iCrossing's Content Map solution helps marketers create consistent messaging and eliminate inefficient content by providing a visual snapshot of a brand's entire content publishing landscape, ranging from a brand's home page to its social media channels. The iCrossing Content Map aligns a brand's messaging to each stage of the customer decision funnel so that brands deliver consumers timely and relevant information. With all the current buzz around content marketing, agencies that develop their own proprietary tools to manage content development and distribution in the digital ecosystem are those that will likely stand the test of time.
"In the era of Pinterest and the age of infographic, brands can use data visualization to become better content publishers," said Karen Pate, Ph.D., vice president of content strategy at iCrossing. "Often the information and tone on a brand's Facebook page don't align with the messaging in its TV ads or email outreach. The iCrossing Content Map aligns organizations under one content strategy plan so that the brand's voice is consistent across all touchpoints and communicates with consumers in effective and meaningful ways."
Pate added that the Content Map identifies content publishing redundancies and opportunities to update stale content.
The iCrossing Content Map is derived from iCrossing's proprietary Insights Platform, which analyzes data from linguistic profiles, market research and audience groups from across Hearst's various properties to provide key behavioral insights. iCrossing uses the Content Map as it devises and implements content publishing strategies for clients across all industries.