2508 words|9.8 min read|

Note: This post was originally published in 2015 and has been updated for 2021.

So you want to leverage the power of content marketing to position your company as an authority in your market? Smart move. Properly done, there is hardly any better method we know for attracting and retaining high-quality clients.

Over time, a well-managed content marketing strategy will start to build a steady stream of pre-qualified clients or customers that come to the table already educated on your philosophies, culture, products & services.

Before you get excited and rally your team around a topic, let me ask you a question…

Have you ever wondered how some brands seem to be so much more effective at content marketing than others? I mean, you know who they are. That competitor that seems to be everywhere. People are talking about them, sharing their content and their channels actually have engagement.  I’m not talking about vanity metrics such as views and likes.  I’m talking about real engagement. As in conversations and comments. The reason is simple. Every piece of content that they create is constructed with a very deliberate strategy that is substantially different to the way most brands go about this.

I create and manage content strategies for brands.  The toughest part? Convincing my clients that the content creation part comes later. Much later.  The easiest way I’ve come up with to diffuse a situation where a client wants to skip right to the content piece is to ask a few questions:

  • Who is this content for? (No, “all of our customers” is typically not an acceptable answer unless you have a very specific service or product)
  • What problem does it help your audience solve? (If the answer is not a specific issue, I give it an “F”.)
  • What tone of voice have you chosen to ensure the content resonates with this audience? (Yes, it’s ok for brands to publish content with variations of the brand identity. Think technical tutorials vs product announcements.)
  • Why must it be a blog/whitepaper/social post/email and can it be anything else? (Your audience uses multiple devices and spans multiple channels. What format will reach them the best?)

If we have solid answers to the questions above, then and only then, can we begin to talk about the content!  Based on my (many, many, many) years in this industry, I can confidently say that very few brands religiously go through this process.  When you talk about small and medium sized companies, the percentage is even fewer. Why? Because when you’re living the life of a small – medium business you need to move fast!  I understand that.  However, giving your content 50% effort so you can double the output will only backfire.  Why? Because that’s what everyone is doing and as a result

brands have filled the internet with mediocre content, and we hate them for it.

Now, for the first time, (since it was so awesome in 2015!) we are publicly (re)sharing with you the very same step-by-step strategy that I have been using successfully to create powerful content marketing pieces that continue to yield results for our clients every day.

I have even put it in the form of a useful infographic you can download, share, or print for quick reference when you need a refresher.

My treat…really! I just ask that if you like this content, you share it or throw a link back to this page!


So, without further ado, let’s dive deeply into the specifics of what makes a piece of Killer Content Marketing. Strap on your scuba mask and hold on tight, here we go…

Step One: Identify Your Audience

This step is absolutely fundamental, essential to success, yet amazingly, almost no one starts here. Instead, most begin by picking a subject and a title. Wrong, wrong, wrong! First, identify your target audience. Use these questions to help:

  1. Who is your dream client?
  2. What sort of age is he or she?
  3. What sort of language do they use?
  4. Where would they shop for their groceries?
  5. What magazine or newspaper title are they likely to read?
  6. Where are they likely to go to socialize?

Remember, no matter what you’re talking about, it is a human that you want to appeal to and connect. A person with feelings, hopes and dreams. 

You might be looking at data, but there are humans behind those numbers. Don’t forget that.

Stay with me here – this is so important. Content marketing offers your company a golden opportunity to attract the kind of client that you actually want to work with. The sort of client that recognizes and appreciates the unique value delivered by your organization and is willing to pay for it without complaint.

Step Two: Pick a Problem

Now’s the time for you to strap on your superhero cape. 

What problem afflicts your target market? What things do they lie awake at night worrying about? This could be product education – how can your product make their lives easier? Perhaps it’s a deep dive tutorial on how to do exactly what you do so well – like this one!

Do you have a superpower (knowledge/experience/tip/tutorial) that can help solve one of these problems for them? Yes?

Now you have a topic. One that will grab the attention of your audience. One that will ensure your content marketing piece genuinely adds value to their lives.

Step Three: Solve The Problem

Yes, really. Solve it. Hold nothing back. Trust us on this. Go all out on this problem for your reader. Share the strategies, tools, tricks, resources, everything. Hardly anyone is doing this… still in 2021!  In this world of typically weak content, your company will stand out, generating credibility and authority as you freely share your best solutions.

You won’t lose out by sharing your secrets. Quite the opposite, in fact; you’ll position your company as the go-to experts – the ones with the answers. This is emphatically not the time to plug your product or service. Focus instead on adding value for your reader, richly rewarding them for their time studying your content marketing piece.  

Step Four: Choose Your Tone and Angle

Think back to Step One and the target audience. What kind of language will they respond best to? Is there a story you can tie in that illustrates your point?

Are you going to weave in some humor, or start right out by shattering a myth about your subject? Are you going to challenge, or are you going to cajole, persuade? Are you going to be the sage or the warrior? Identify an appropriate tone and approach and make sure you stick to it through your piece.

Step Five: Choose Your D.A.T. – Digital Asset Type

It doesn’t have to be a plain-vanilla article or a blog post, you know. Videos, social posts, infographics, and podcasts all count.

Or maybe you should make it a reusable slide deck, or an interactive spreadsheet, or present it as a full-blown book.

What format would your target most prefer to digest it in? My favorite type of content is something that can be easily pun into multiple formats. Make your content work harder for you!

Step Six: Keyword Research

Now’s the time to research keywords, so you can make sure your marketing piece will rank for the appropriate search terms. Yes, SEO is still a thing and yes it should be considered in every piece of digital content.

You didn’t think I’d leave this out, did you? Of course not….but notice where in the process this step is. If you started here, you’d be scrambling to create content for all the wrong reasons. Now, you’re simply taking a great, strategic idea and giving it some SEO power.