This is a model I have been working on for a couple years, and is based on McKinsey's Consumer Decision Journey (2009) body of research. Feel free to reach out with questions, comments, builds of feedback. What's important, is that we all begin experimenting as we pivot, but to practice discipline in measuring and learning in this new and emerging environment. Please feel free to apply this strategy, test, tweak, and let me know how it works or doesn't... Cheers!

1. Content Marketing Model
2013

2. Pre-read
In marketing today, there exists over 30+ touchpoints with
consumers, that must be activated in the right way, at the
right time, to effectively engage a consumer. There is no
magic combination that is guaranteed to work every time
because everything is changing so fast.
To combat this fast change and volatility, brands must
employ a learning culture, creating prototypes and flexible
models that build on measurable results and cases around
each prototype deployed.
Any combination of tactics may or may not yield a positive
outcome. The number of variables across tactics and
outcomes are fragmented and at times difficult to track and
correlate, especially if events are not wired or related. We
need to gather intelligence and apply it to future prototypes.
Today's combination of fragmented marketing efforts often
result in low or moderate effectiveness, with results that can
be challenging to understand or rationalize. Traditional
models of creating marketing alone will no longer work
effectively in silos.
We need to adapt the way we approach marketing to meet
the change in how consumers learn about, evaluate,
engage, experience, purchase and advocate content.
Think of today's environment like you would an orchestra.
Imagine paying a bunch of musicians to get together and play a
concert with each other for the first time in-front of a packed
theatre of patrons.
Now each musician is trained, and in theory should be able to
execute precisely their part, and in combination all the parts of
the overall song.
But now imagine, that each player played their own version of
the song.
The point is, that like an orchestra, marketing today needs to be
arranged in a strategic order and progression, otherwise it
becomes a mess of sounds that no audience would want to
hear.

3. understanding the model
The following is a strategic model and framework adapted from the McKinsey
Consumer Decision Journey and years of Brand marketing experience, in order
to help partners build simple and measurable marketing plans:
1. How consumers make decisions
2. Context and Content influence decision making journey
3. Strategy and tactics drive execution
4. Measurement is key to success
5. Deploy, monitor, refine, repeat

4. 1. How consumers make decisions
1. AWARENESS 2. EVALUATE
4. EXPERIENCE
3. PURCHASE
consideration
confidence
5. LOYALTY
LOOP
relevancy
cost / action
required
+/- emotional
reaction
+/- evaluate vs.
expectations
6. ADVOCATE
Stimuate /
influence others
+/- reciprocate
actions
Consumers make decisions today, much differently than the traditional models of marketing
can account for and measure accurately. It's important to pivot how you create marketing and
adapt to the new consumer decision journey.

5. 2. Content & context influence decisions
It's important to develop and deliver the right content and context in order to influence
consumer decisions that support the business goals. There are over 30 opportunities during
the consumer journey to influence their decisions.
1. AWARENESS 2. EVALUATE 4. EXPERIENCE3. PURCHASE
5. LOYALTY
LOOP
6. ADVOCATE
● A
● B
● C
● D
● E
● F
G •
● H
● I
● J
● K
● L
M •
● N
● O
● P
● Q
● R
● S
● T
● U
● V
● W
● X
● Y
● Z
● a
● b
● c
d •
e •
Recruit RetainCritical Zone

6. 3. Strategy and tactics drive execution
6. ADVOCATE
5. LOYALTY
LOOP
4.
EXPERIENCE
3. PURCHASE2. EVALUATE
1.
AWARENESS
A. PR
B. SEO
C. PPC
D. TV/Print
E. Social
F. SMS
G. WOM
H. Email
I. Website
J. Webinar
K. Blog
L. Social
M. Direct
N.eCommerce
O. Store
P. Website
Q. Agent
R.eNewsletter
S. SMS
T. Community
U. Social
V. FAQ
W. ePromo
X. Direct
Y. Website
Z. Agent
a. eNewsletter
b. Blog
c. Community
d. Social
e. Events
To deliver the right content, develop a strategic marketing plan based on business goals.
Each goal is supported by a number of objectives, which are achieved through a
combination of tactics. Each tactic has a strategy and plan as well.
GOALSTACTICSOBJS
i.
ii.
iii.
Recruit Retain

7. 3. PURCHASE2. EVALUATE
1.
AWARENESS
GOALS
OBJECTIVES
4. Measurement Plan
Every executed tactic will be measured by a single or
combination of metrics. A measurement plan will track the
results of each metric making it easy to analyze and
understand impact, implications and recommendations
based on learnings.
TACTICS
METRICS
ANALYTICS
4.
EXPERIENCE
5. LOYALTY 6. ADVOCATE
5. DDMRR
Based on previously aligned on goals, objectives, tactics
and metrics, content is developed and deployed. Monitor
programs and incoming data. Refine in real time where
needed. Apply learnings and repeat. Develop, deploy,
monitor, refine, repeat.
MEASUREMENT
PLAN

8. next steps:
1. Review Model
2. Align on Business Goals / Finalize Brief
3. Agreement
4. Begin Strategic Development
5. Deliver POV and Round 1 Plan

9. APPENDIX

10. 1. How consumers make decisions (con't)
1. AWARENESS | A consumer's consideration, attention and confidence that there is value in the
subject
2. EVALUATION | A consumer determines relevancy of the subject, judge the cost or action
required weighing the value proposition before making a decision
3. ACTION | A consumer makes a decision to accept the value proposition
4. EXPERIENCE | A consumer reacts positive or negative to a subject, and then compares this
reaction to their expectations in order to reinforce or rationalize their decision
5. LOYALTY LOOP | Positive consumer reactions to experience, take them on an inside track, and
the subject is in their consideration and evaluation sets, shorten PTP
6. AVOCATION | Consumers and loyalists reciprocate actions in the form of shares, recommends,
and reviews. These actions are valuable because they stimulate, introduce and reinforce others
POV toward the subject