Content strategy – framework and steps

How to WIN at Content Marketing in 2023

top of funnel is NOT ABOUT SELLING (1:30)

  • optimized for search engines
  • types of content
    • how-to style content
    • answer common questions people ask (2:05)

mid funnel (5:05)

  • keep you top of mind for your prospects over time
    • grow your email list
    • generate demand for your offers 
  • how to get things done professionally rather than doing it yourself 
  • types of content
    • comparison between you and competition
    • comparison between your offers
    • product/service demos
    • pricing guides
  • being helpful but still not selling
    • promise transformation, not just information
  • this is where you offer your lead magnets
    • guide
    • checklist
    • quiz
    • template kit

Bottom funnel

  • capitalize on all the trust you have been building
  • pre-sell content
    • give the info they need to get them excited and make them realize they need professional help to get things done
    • blend your selling message into helpful content 
    • like advertorials


  • eBooks or blog titles should contain words about results
    • e.g. how to transform your small business sales (good) vs 5 tips to making more sales (bad coz tips don’t promise results)
  1. Define your goal.
  2. Conduct persona research.
  3. Run a content audit.
  4. Choose a content management system.
  5. Determine which type of content you want to create.
  6. Brainstorm content ideas.
  7. Publish and manage your content.
  1. Define Your Goals for Your Content Strategy
  2. Research Your Audience for Your Content Strategy
  3. Focus on Your Niche for Your Content Strategy
  4. Measure Your Results for Your Content Strategy
  5. Listen to Your Customers to Improve Your Content Strategy
  6. Amplify Your Content Strategy
  1. Brand focus
    • keeps deployed content on-topic and in-tone
    • brand positioning
    • business’s outward-facing voice
    • a streamlined and well-defined plan to ensure consistent content.
    • build goals around outcomes and achievements
  2. User experience
    • ensure that your material engages with your target audience
    • developing ideal customer profiles so that your teams can write and design highly-targeted content
    • create content that addresses problems within their sector, build trust by displaying knowledge of their industry, and solve problems with a product or service
    • Consider which content formats – videos, lead magnets, and thought-leadership articles – are most suited to your prospects
    • develop a narrative that will connect with their needs.
    • Consider how visitors arrived at your site – What were they hoping to find, and how did you meet those needs?
    • creating a customer journey map, and avoid some of the most significant customer journey mistakes.
  3. Content distribution
    • Earned
    • Owned
    • Paid
    • When you publish, where, and how will impact how likely your audience is to engage with your brand

he Brain Traffic model from the book Content Strategy for the Web

  1. Core. How do we intend to use content?
  2. Substance. What content is needed?
  3. Structure. How is content organized?
  4. Workflow. How is content created?
  5. Governance. How do we decide what to do