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Create a Content 
Marketing 
Strategy Your 
Customers Will 
Love, in 7 Steps
ConvinceAndConvert.com
Content Marketing 
Isn’t New
How to keep your plants 
watered on vacation, 
circa 1910 (from U.K. 
cigarette company)
How to keep your plants 
watered on vacation, 
circa 2013 (from Lowe’s, 
via Vine video)
Content Creates 
Trust, and This Has 
Always Been True
And Trust is the Filter 
Through Which All 
Business Success 
Must Pass
Our Emphasis on 
Content is What’s New
Nearly a third of B2B 
marketers are spending 
25% of their budget (or 
more) on content 
marketing 
Content 
Marketing 
Institute, 
2014
Why? 
! 
The Old Ways of Marketing 
Don’t Work (like they used to)
Top-of-mind 
Awareness is Difficult 
and Expensive
Inbound Marketing 
is Only Half the 
Battle
Inbound marketing doesn’t create demand for your 
products, it simply fulfills it. Nobody goes to Google 
and says “just surprise me.”
Content Marketing 
Works if it is Useful, 
Inspirational, 
Motivational.
if 
you have a documented 
strategy
83% of B2B marketers have a content 
strategy, but only 35% have it 
documented 
Content 
Marketing 
Institute, 
2014
let’s fix that 
also, my company - Convince & Convert - 
creates killer content marketing strategic plans 
for some of the most interesting companies in 
the world. 
! 
! 
ConvinceAndConvert.com
Content Marketing Strategy in 7 Steps 
objectives 1 
what’s your one thing? 2 
measurement 3 
audiences 4 
audience needs 5 
content executions 6 
content amplification 7
1 
Objectives
Why are you doing 
this at all?
Is Content 
Marketing going to 
increase 
awareness?
Is Content 
Marketing going to 
increase sales?
Is Content 
Marketing going to 
increase loyalty?
Content objectives are 
all over the board. Don’t 
do that. Pick a rationale 
for content marketing 
and stick with it.
Remember: the goal is 
NOT to be good at content. 
! 
The goal is to be good at 
business because 
of content.
document this: 
Because of content 
marketing, our customers 
will _______, our 
prospective customers will 
________, and our 
business will _________.
2 
What’s Your One Thing?
Guess what? Someone 
has already thought of 
your great idea.
What’s special 
about YOU and 
YOUR content?
It’s usually not your 
products and 
services
Your “ONE THING” is 
the soul of your 
company that shines 
through all your 
content marketing
Give yourself 
permission to make 
the story BIGGER
How to buy a used car 
infographic….from a 
locksmith!
document this: 
People will care about our 
content because of 
_______. Our content will 
inspire and motivate them 
because of _________.
3 
Measurement
Your objectives 
dictate your metrics
If your objective is 
brand awareness, 
you must measure 
that, not 
something else
The 4 Categories of 
Content Marketing 
Metrics
Remember: if you 
want to track 
behavior, you have 
to do something 
that is trackable
! 
! 
! 
ConvinceAndConvert.com
Don’t track 
everything. Track a 
few things that 
actually matter
document this: 
We will know our content is 
working because we will 
track _______, 
________, and 
____________.
4 
Audiences
Your objectives also 
dictate your 
audiences
Use personas to 
model your desired 
audiences
Who are they? What 
do they like? How 
do they spend their 
time? What 
influences them?
document this: 
The audiences for our 
content marketing are 
described by this persona 
(_______), this persona 
(_______), and this 
persona (_______).
5 
Audience Needs
What content do your 
audiences WANT 
from you? 
! 
What is Youtility for 
them?
Youtility is marketing so 
useful, people would 
pay for it 
! 
! 
! 
YoutilityBook.com (free resources)
Multiple sources to find audience 
NEEDS: 
! 
• Web analytics (popular content) 
• Internal search data 
• Search analytics (popular search terms) 
• Social listening 
• Sales/customer service 
• Customer interviews
Remember: don’t 
settle for data. 
! 
Get real insights.
Organize your 
audience needs by 
persona and 
buying stage
Awareness! 
Confirmation! 
Interest! 
Purchase! 
features 
price 
suitability 
and 
risk 
avoidance
How much content 
do you need?
Personas 
X 
Buying Stages 
X 
Questions per Stage
Personas (5) 
X 
Buying Stages (4) 
X 
Questions per Stage (5) 
= 100 pieces of content
Don’t be afraid to 
pursue 
Cooperative Content
Instagram photo posted by 
dog lover, and noticed by 
NestlePurina’s Beggin 
Strips brand
With permission, Beggin 
re-crops photo and posts 
to it own Instagram 
account
Beggin then re-crops again, 
adds watermark and 
headline, and posts to its 
Facebook page. Cooperative 
Content at work!
Employees are also 
a great source of 
Cooperative Content
document this: 
Our buying stages 
are_______, 
_______,_______ and 
______. We have listed all 
the questions our personas 
need to move through each 
stage here: _______.
6 
Content Executions
Remember: don’t do this 
step 
out of order. 
! 
You don’t have to have a 
blog, you have to satisfy 
audience needs.
Use personas and 
audience research to 
determine optimal 
content types
What works in 
content marketing 
varies considerably. 
Content 
Marketing 
Institute, 
2014
Remember: don’t 
rely on other 
people’s case 
studies…do your 
own research
Remember: if you 
only pay attention 
to averages, you’ll 
always be an 
average marketer
Two main types of 
content executions: 
Bricks Feathers
Bricks are: 
! 
• Heavier 
• More permanent 
• More production value 
• Passed along and saved 
• Usually targeted closer to decision
Awareness! 
Confirmation! 
Interest! 
Purchase! 
features 
price 
suitability 
and 
risk 
avoidance
Feathers are: 
! 
• Lighter 
• Disposable 
• Less production value 
• Usually targeted at initial stages
Awareness! 
Confirmation! 
Interest! 
Purchase! 
features 
price 
suitability 
and 
risk 
avoidance
This very 
detailed 
research 
report is a 
brick
This blog post is 
a feather
Unless personas have 
VERY clear content 
format preferences, 
consider atomizing 
content across 
multiple types
Remember: you can 
take your bricks and 
turn them into many 
feathers, in many 
places
The BBC now creates 15-second news 
stories with Instagram video. A BBC 
television broadcast is a brick. This is 
a feather.
Create a content planning 
worksheet: Date 
Format/Channel 
Author 
Description 
Persona(s) 
Audience Need(s) 
Funnel Stage 
Call-to-Action 
Measurement
Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps
Create a Content Marketing Strategy Your Customers will LOVE, in 7 Steps
Remember: define 
WHAT you want 
content consumers 
to do next 
!
Put your content 
strategy on a 
detailed calendar 
with views by week, 
month, quarter, year
Excel or Google docs 
at first, dedicated 
software eventually 
for calendaring
document this: 
For each audience need, we 
will create content in one or 
more ways, and will create 
a worksheet to organize 
content, timelines, and 
calls-to-action.
7 
Content Amplification
The fact that you 
created some 
content does NOT 
mean anyone will see 
it (or care about it)
Remember: Content is 
fire. 
! 
Social media is 
gasoline. 
!
You must market 
your marketing and 
create a distribution 
plan for each piece 
of content
Amplification options: 
Employees’ social 
Customers’ social 
Email (internal + 
external) 
Organic search 
Paid search 
Display ads 
Organice social 
Paid social 
Guest posts 
Earned meda (PR) 
Offline ads
document this: 
For this piece of content, 
we will amplify it with 
______, ______, and 
______.
Content Marketing Strategy in 7 Steps 
objectives 1 
what’s your one thing? 2 
measurement 3 
audiences 4 
audience needs 5 
content executions 6 
content amplification 7
Remember: your job is 
not to make brochures 
! 
Your job is to tell 
interesting and 
informative stories.
ConvinceAndConvert.com 
how can we help you?

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