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I'm working on a couple of projects at the moment which involve planning for launch of a new product.
The technique involves mapping the questions that a site visitor finding out about the project will be asking (mental model) against different types of features and content on the site to help answer these questions (content model). I like the technique because it's a simple, but powerful way of brainstorming or reviewing content effectiveness. The technique was introduced to me by Jon Dodd, a consultant at usability agency Bunnyfoot, giving the example of how the new UK Wi-Fi Hotspot BTOpenzone service was launched several years ago when hotspots were a new concept. You can see that the technique can also be applied to existing sites and are is necessarily limited to new product launches.
You can also use the technique as part of a content marketing initiative, to help select the best content to develop to support the buying process. The purchase decision can come at different stages of the buying process and it seems to me that by using this model you are covering off people at all different stages which should, eventually, lead to more sales.
You can also use event tracking when you present FAQ or benefits lists to assess which customer needs are most important and then prioritise those within the design.
Thanks for your comments; like you I like to think that my posts make people stop and think. Dave, still showing you’re the unchallenged originator of practical task-centred grids and frameworks to help marketers improve the quality of their work.

We’re really about helping marketers to think smarter through frameworks to think things through, rather than starting with a blank piece of paper which is all-too-common. Well Dave, I’m currently preparing a 2 hour content marketing workshop for small business owners here in the South West. They all know the value of unique content and understand the role it plays in growing an audience, building trust and being the primer for lead generation.
There is something else I want to talk to you about – would you be available for a Google+ hangout sometime next week?
I recently provided some marketing consulting and services for a technology start-up about to launch a new product.
Once you have relationships with thought leaders in your space, you’ve built social equity. So, for both start-ups and established companies, when that new product idea is just a glimmer in your eye or a vague concept in your head, don’t forget to plan ahead and invest in time to build relationships in the industries appropriate for your new product, and leverage social media to do so. Currently we have more than 425+ Presentation Designs and Project Management templates ready to download, and more new templates will be added periodically! These projects have reminded me about a powerful technique that can help keep communications focused on clearly explaining the features and benefits of the new service.
It's one of several techniques marketers can used explained in our 7 Step Guide to Improving Website Results. You can compare the content types at the end of the model to the different content options shown in our content marketing matrix. What got me was that it had echoes of something from my long gone non digital past and it finally came to me.

However, they struggle with time, confidence, not understanding their customer well enough, not being sure what engages their customer and not being able to demonstrate how their business proposition fits in with their customers to make their customers lives easier etc.. They contacted me with little time to spare before their intended product launch at an industry event. Today it’s important to leverage social media by connecting and engaging with the right people far in advance of your product launch. With consistent messaging  and value-add content you’ve become credible and trustworthy. It’ll make your launch that much more effective and help you reduce time-to-revenue for your business.
It takes time to establish a following, a rapport with your connections, and credibility on social media sites like Twitter, Facebook and even LinkedIn. You tweet relevant article links, you comment on blogs, you provide your opinion on happenings in the industry. As you get closer to your launch date, you hint to your contacts that something special is about to happen. This makes  it much easier to get bloggers to review your product, editors to feature it in their publications, and others to comment about it and share your new product content with their colleagues and friends.

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