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Content marketing builds organic traffic and establishes thought leadership through valuable, searchable content. It's the foundation of all other marketing vectors, providing material to share across channels.
# Vector: Content Marketing ## Overview Content marketing builds organic traffic and establishes thought leadership through valuable, searchable content. It's the foundation of all other marketing vectors, providing material to share across channels. ## Prerequisites - Blog or publishing platform (WordPress, Ghost, Medium, Dev.to) - Basic keyword research capability (free tools: Ubersuggest, AnswerThePublic) - Content calendar system (can be simple spreadsheet) - Basic SEO knowledge ## Strategy Phases ### Phase 1: Foundation (Months 1-2) **Goals**: Establish content infrastructure and initial presence 1. **Keyword Research** - Find 50 long-tail keywords in your niche - Identify 10 "pillar" topics for comprehensive guides - Map keywords to buyer journey stages 2. **Content Infrastructure** - Set up blog with SEO basics (meta tags, sitemap, schema) - Create content templates for consistency - Establish editorial calendar 3. **Initial Content** - Write 5 pillar posts (2,000+ words each) - Create 10 supporting posts (800-1,200 words) - Develop content upgrade for each pillar post ### Phase 2: Production (Months 3-6) **Goals**: Build consistent publishing rhythm and traffic 1. **Publishing Schedule** - 2 blog posts per week minimum - 1 guest post per month on relevant sites - Weekly newsletter summarizing content 2. **Content Types** - How-to guides and tutorials - Case studies and success stories - Industry analysis and trends - Tool comparisons and reviews - FAQ and troubleshooting posts 3. **Distribution** - Syndicate to Medium, LinkedIn, Dev.to - Create social media snippets - Submit to relevant aggregators ### Phase 3: Scale (Months 6+) **Goals**: Maximize reach and establish authority 1. **Content Repurposing** - Turn posts into video scripts - Create infographics from data posts - Develop email courses from pillar content - Package content into downloadable guides 2. **Advanced Strategies** - Collaborative posts with industry experts - Original research and surveys - Interactive content (calculators, quizzes) - Webinar series based on popular posts ## Tactics Playbook ### Headlines That Convert - "How to [Achieve Desired Result] in [Time Frame]" - "[Number] Ways to [Solve Problem] Without [Common Objection]" - "The Complete Guide to [Topic] for [Target Audience]" - "Why [Common Belief] is Wrong (And What to Do Instead)" - "[Industry Leader] Reveals Their [Topic] Strategy" ### Content Formulas **Problem-Agitate-Solution (PAS)** 1. Identify the problem your audience faces 2. Agitate by showing consequences of not solving it 3. Present your solution with clear steps **Before-After-Bridge (BAB)** 1. Show current painful situation 2. Paint picture of desired outcome 3. Bridge with your solution/method **AIDA (Attention-Interest-Desire-Action)** 1. Grab attention with compelling hook 2. Build interest with relevant details 3. Create desire by showing benefits 4. Call to action with next steps ### SEO Optimization Checklist - [ ] Target keyword in title, H1, and first paragraph - [ ] LSI keywords naturally distributed - [ ] Meta description under 160 characters - [ ] Internal links to related content - [ ] External links to authoritative sources - [ ] Optimized images with alt text - [ ] Mobile-friendly formatting - [ ] Schema markup for rich snippets ## Platform Rules ### Blog Best Practices - Keep paragraphs under 3 sentences - Use subheadings every 200-300 words - Include images/visuals every 400 words - Add table of contents for posts over 1,500 words - Enable comments for engagement ### Content Quality Standards - Original insights, not rehashed content - Actionable takeaways in every post - Data and examples to support claims - Professional editing (Grammarly/Hemingway) - Consistent brand voice throughout ## Content Types Performance ### High-Performing Formats 1. **Ultimate Guides** (2,500+ words) - Comprehensive resource on single topic - High share rate and backlink potential - Update quarterly to maintain relevance 2. **Case Studies** (1,500-2,000 words) - Real results with specific numbers - Behind-the-scenes process details - Lessons learned and takeaways 3. **Comparison Posts** (1,200-1,800 words) - Tool/solution comparisons - Pros/cons tables - Clear recommendations 4. **How-To Tutorials** (1,000-1,500 words) - Step-by-step instructions - Screenshots or videos - Common mistakes to avoid ## Metrics ### Traffic Metrics - Organic traffic growth (target: 20% month-over-month) - Pages per session (target: 2.5+) - Average session duration (target: 3+ minutes) - Bounce rate (target: under 60%) ### Engagement Metrics - Comments per post (target: 5+) - Social shares (target: 50+ per post) - Email subscribers from content (target: 2% conversion) - Content upgrades downloaded (target: 10% of readers) ### SEO Metrics - Keyword rankings (track top 20) - Backlinks earned (target: 10+ per pillar post) - Domain authority growth - Featured snippets captured ## Integration Points ### Feeds Other Vectors - **Social Media**: Snippets and quotes for posts - **Email**: Newsletter content and drip campaigns - **Guest Posting**: Portfolio to show expertise - **PR**: Data and insights for press releases - **Influencer**: Content to share with influencers ### Amplified By - **LinkedIn**: Professional audience shares B2B content - **Reddit**: Communities drive traffic to valuable posts - **Email**: Subscribers provide consistent readership - **Twitter**: Real-time discussion of trending topics ## Tools and Resources ### Free Tools - **Keyword Research**: Ubersuggest, Google Keyword Planner - **SEO**: Google Search Console, Yoast SEO - **Writing**: Hemingway Editor, Grammarly - **Images**: Unsplash, Canva ### Paid Tools (When Scaling) - **SEO**: Ahrefs, SEMrush - **Content Optimization**: Clearscope, MarketMuse - **Analytics**: Google Analytics 4 - **Email Capture**: ConvertKit, Mailchimp ## Common Pitfalls 1. **Writing for Search Engines Only**: Balance SEO with readability 2. **Inconsistent Publishing**: Better to post 1x/week consistently than sporadically 3. **Ignoring Distribution**: Great content needs active promotion 4. **Not Updating Old Content**: Refresh posts quarterly for continued traffic 5. **Missing CTAs**: Every post should guide readers to next action ## Quick Wins 1. **Newsjacking**: Write about trending topics in your industry 2. **Answer Questions**: Use Quora/Reddit to find content ideas 3. **Roundup Posts**: Curate expert opinions on hot topics 4. **Update Competitors' Old Content**: Find outdated posts and create better versions 5. **Series Posts**: Break big topics into digestible series ## Monthly Checklist - [ ] Publish 8+ blog posts - [ ] Update 2 old posts with fresh information - [ ] Submit 1 guest post - [ ] Create 1 content upgrade - [ ] Analyze top performing content - [ ] Plan next month's editorial calendar - [ ] Engage with comments and questions - [ ] Share others' content (80/20 rule) Remember: Content marketing is a long-term strategy. Focus on providing genuine value, and traffic will follow. Quality beats quantity, but consistency beats both.
_Status: Work in progress_
1. [Overview](#overview)
You will need to decide where your entity should be located and how it will be structured. This is largely driven by tax considerations, but may also be driven by governance preferences.
This document aims to help you get started with profiling test suites and answers the following questions: which profiles to run first? How do we interpret the results to choose the next steps? Etc.
