Skip to content

content-destinations

Plan content backwards from business outcomes, not forwards from topics.

  • Area: Marketing
  • Category: marketing content
  • Level: beginner
  • Input: conversation
  • Output: document
  • Setup: none
  • Roles: Head of Marketing, Content Manager

Plans content backwards from business outcomes using the City Map framework — defining destinations (goals), signals (what carries people there), passengers (target…

How you ask

  • “Map our blog content to business goals using the city map framework”
  • “What business outcome does each of these 17 blog posts serve?”
  • “Create a content destinations map for Q2”
  • “We're posting regularly but nothing is converting — help us connect content to outcomes”
  • “Apply the Grace Andrews framework to our content plan”

Inputs

  • request — The mapping task — new build or quarterly reset — and any destinations, constraints, or business goals already known.
  • scope — company, or a client-id under {company.clients}/ — a string with one reserved value, not a closed set
  • existing-content — List of existing content pieces (blog posts, social content, videos) to classify by destination, signal, and funnel layer.
  • request — The audit task — which content set to classify and which gaps matter most.
  • previous-content-destinations-map — Content Destinations Map from a prior full-map or audit-existing run, read back to score each destination line against.
  • performance-data — One month of metric data per destination line, scored on-track / stalling / exceeded against the map's defined success metrics.
  • request — The review focus — which destinations or stops need the closest look this month.

Outputs

  • Complete Content Destinations Map — Grand Central, destinations with metrics, signals/passengers/stops, timetable, distribution plan, and review cadence.
  • Content Destinations Map built by classifying existing content against destinations, signals, and funnel layer, with content gaps identified and a gap-filling timetable.
  • Per-destination status assessment (on track / stalling / exceeded), timetable adjustment recommendations, and experiment proposals for underperforming stops.
  • {client.marketing.planning}/content-destinations-{YYYY-QN}.md

Seen in these workflows