The document outlines a cyclical content framework focused on the buyer journey, emphasizing strategies for content production, distribution, and measuring effectiveness at various stages including awareness, engagement, and conversion. It highlights the importance of creating diverse educational content, optimizing for search engines, and tracking metrics across marketing channels to nurture leads and convert them into marketing-qualified leads (MQLs). The framework encourages using multiple content types and marketing tactics to engage users and support their journey from initial awareness to final conversion.

1. Cyclical Content Framework:
BuyerJourney
Strategy Production Distribution Analytics
User activity: User channels: Your business goal:
Types of content you need to
create: Your marketing activities:
Measuring content
effectiveness:
Awareness
Do their job better: be more
efficient, leverage best
resources
Google, industry
publications/blogs, social,
email, events
Generate awareness: grow
traffic through integrated
marketing channels and earn
content subscribers (pre-MQL)
Free content: Users will seek
educational content: thought
leadership, tips and best
practices. Needs to be
optimized for search engines
Develop pre-MQL newsletters
(subscriber emails). Amplify
content through paid social,
influencers, curate additional
thought leadership content
Acquisition metrics:
marketing channel growth, new
traffic from marketing channels
(new users), subscriber counts
Engagement
Know about products and
solutions: neutral sources first,
content and customer success,
second
Google, industry
publications/blogs, social,
email, events, advertising,
brand sites, review sites,
analyst/research sites
Drive engagement: provide
diversified content to qualify
subscribers (segment and
develop specific stories)
Premium content: Users will
seek neutral content and
business user proof: industry
studies, analyst reports,
customer references and case
studies, social and third-party
reviews
Engage all demand gen
marketing tactics. Provide
diversified content via email
nurture designed to
progressively profile and lead
prospects towards a conversion
Engagement metrics: return
visitors, content downloads,
sharing, social following, new
links, email engagement
Conversion
Go to website with the intent to
convert
Your-business.com
Grow MQLs: move subscribers
to engage more to become an
MQL (download premium
content, demo request, webinar
sign-up, etc.)
Website content: Users will
seek brand copy/videos to
support/reinforce their beliefs
and address lingering concerns
Provide content needed to
transact (internal & external)
and begin retargeting
campaigns
Conversion metrics: last
touch and assisted attribution
modeling
A B2B Content Marketing Strategy