The key is KEYWORD
RESEARCH, which should:
Be done early in the campaign process
Guide the strategy of all (or most) of
your content topics
Determine the angle of site pages, too
Be implemented naturally — never
stuffed into content!
There’s a lot to learn
about SEO best
practices and keywords
when you get started
with your content plan.
Visit our full blog post for a list of resources!
When done correctly, content
marketing is meant to turn strangers
By consistently providing
contacts with helpful and relevant
information, you can swiftly send
them through the
There are a few key
pieces of content
you need for these
First, you need
for every stage of the Buyer’s Journey.
The Buyer’s Journey consists
of three stages of content:
Awareness: Top-of-funnel content (like blog posts
and eBooks) that addresses/alleviates buyers’
problems — should be majority of content.
Consideration: Middle-of-funnel resources (like
white papers and eBooks) that suggest solutions
and introduce your product. Less of this content.
Decision: Content (like demos or case studies) that
explain why you’re the best choice. Few key pieces.
You’ll also need a series
of nurture content
(often emails) to move
contacts from one stage
to the next — and down
These emails persuade contacts to
take a subsequent action — and move
from point A to point B.
You’ll need blog posts
to publish periodically
campaign. These are
related to your premium
And finally, you’ll need
to tie it all together. These are “gated”
pages that tease your premium offers.
Utilize forms to gain information
on leads before they can download.
How it all fits together:
AWARENESS CONSIDERATION DECISION
Landing page w/ form
Landing page w/ form
Landing page w/ form
Create a list of the
content you’ll need
for every stage of the
DON’T DIVE IN!
When starting to write your content,
Start with an outline.
Heading 1: Have only one designated H1. It is
the title of your piece and should include the
keyword you identified earlier.
Heading 2: Decide up on the body of your piece
with a few H2s, or section titles. Keywords are
good here, but don’t overdo it!
Heading 3: If you need to break it down further,
use H3s. Keywords aren’t as important here.
in the outline stage. It’ll shave
time off your writing process.
This includes gathering links.
Also gather feedback at
the outline stage to make
sure you’re on the right
track. (It’s a good time to
request assets from your
All right — no more procrastinating.
Your plan is in place... now,
When you start writing your
Your buyer personas and their questions
The buyer’s journey stage you’re targeting
(awareness, consideration, decision)
Keywords identified in your keyword research
The campaign “next step” readers should take
It’s beneficial to
with your content to pull readers in.
Make sure your writing is
hyper-focused on the topic
you identified for your
buyer persona. Give them
a clear takeaway — and a
Now’s the time to take
your writing live. Have a
teammate look over your
work for any last-minute
edits — and proofread!
When your writing is ready, take
these final (important!) steps:
Build your blog posts in the website’s editor
Insert graphic or photo elements
Add hyperlinks and anchor them to keywords
Optimize with a meta description and tags
And, finally, link your pieces together
to create a true pathway for your
reader. Use links, calls-to-action,
and landing pages!
The content marketing process
ends the same way most marketing
IF IT WAS
if you launch a campaign but
don’t measure its metrics,
how will you know
Seek out data that
aligns with YOUR
Use the data to refine
your process for
If you wanted email subscribers, track the new
size of your email list compared to the old.
If you wanted more qualified leads, note your
new conversion rate.
If you wanted increased traffic, pay attention
to where new traffic came from, and how big
the increase was.
You’ll continually refine your
content process with time — but
you’re off to a great start!
ON YOUR FIRST CAMPAIGN!
Want to step up your
marketing process with
an inbound marketing
strategy? Grab our guide:
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