8 Steps to Driving Content Marketing Success
Posted By : Gil Aranowitz / Posted In : 4 P's

8 Steps to Driving Content Marketing Success

A few weeks ago the Budding Culture crew hosted the local edition of Inbound Marketing Week, a worldwide event designed to share knowledge, experience and best practices around Inbound Marketing, or as we like to call it, marketing when the customer is in control.

The evening turned out to be a great opportunity to mix it up with clients, customers and other folks in the community who share our enthusiasm for Inbound or simply wanted to learn more. The feature presentation from the evening was 8 Steps to Driving Content Marketing Success – A detailed approach on how to transform your marketing team into an effective content marketing machine.

In summary those steps are –

(1) Think Like A Media Company

In some ways, digital marketing is about cutting out the middle man. Your company is communicating directly with prospects on websites, blogs, social media. The first most fundamental mind-shift is “Think like a media company.” Start by asking yourself questions like “What would Oprah do?” or “How can your company create meaningful conversation?”

(2) Prioritize Inbound Marketing Tactics

Outbound Marketing is activities where you reach out to prospects, often paying a premium to do so. In short, these are traditional, media-led marketing activities. Inbound marketing tactics are designed to make your business seekable online. It’s about customers seeking you out. Inbound Marketing includes tactics such as SEO, blogging and premium content such as videos and ebooks. Building integrated programs around Inbound Marketing is the first step to using content as a a powerful marketing tool.

(3) Own, Don’t Rent Your Marketing

When we talk about ‘renting’ your marketing, where talking about paid media activities, social media platforms, paid online advertising etc. These are all worthwhile tactics, but once they are done, they are done. At the end of the day, you’re at the mercy of the media.

‘Owning’ your marketing are things such as your website, blog and premium content like ebooks, videos, how-to guides etc. This content lives on and continues to play a role in driving traffic to your website as long as the content is live. For example, according to HubSpot, 70% of business leads via a blog are said to come in via older articles.

(4) Know Your Buyer Personas

To create powerful content you need to know who you are creating content for. Buyer Personas are summary documents based on real buyers who influence or make decisions. They’re a key tool for creating content that speaks to prospect needs. A strong buyer persona can help you create the ideal content to –

  • Attract website visitors;
  • Turn prospects to leads;
  • Turn those leads into customers.


(5) Treat the Purchase Funnel like a Content Funnel

Another key to content marketing success is an old familiar marketing tool, the purchase funnel –

  • Awareness ➞ How can content create awareness of our brand?
  • Interest ➞ What sort of content is ideal for building interest in our offerings?
  • Decision ➞ How can we use marketing content to help buyers along in their purchase decision?
  • Action ➞ How can content insure we have a customer for life?

Content plays a role in every stage of the funnel. The purchase funnel is a great roadmap for determining what sort of content you ought to create.

(6) Build a Crack Team of Content Creators

Content can come from anywhere in your organization. Company veterans who know your culture and way of doing things. For example, loan officers or customer service people who have frontline experience dealing with customers sometimes have great stories to share. Sourcing your content from across your organization insures a steady supply.

(7) Set up a Style Bank and Content Bank

Ongoing, you’ll need to source a steady supply of content that can be used as needed. One day you may be drowning in content, the next you are looking for that next blog post, ebook or video idea. Banking content so it can be used on a moments notice is key when building a strong content marketing program. Also, a style bank of design templates and ideas will help keep your content looking fresh. Schedule regular meetings with your content team to share ideas and keep everyone inspired.

 (8) Utilize a Marketing Automation Platform

Marketing automation platforms (software) are designed to help you effectively market across multiple digital channels. They integrate email marketing, social media posting, landing page management, blogging etc. and automate repetitive tasks. Marketing automation platforms also insure content marketing initiatives have methodology, process and concrete goals behind them. They allow you to track and monitor metrics that are meaningful, such as –

  • Web traffic;
  • Social media engagement;
  • Conversions on content that requires users to respond.

These are just 8 key steps to begin creating killer marketing content. Check out our LIBRARY OF FREE RESOURCES for more useful tips and tricks.

photo credit: Jeff Kubina via photopin cc


Posted on

June 25, 2014


  1. Hurrah, that’s what I was exploring for, what a material!
    existing here at this blog, thanks admin of this site.

  2. Hello my family member! I wish to say that this post is awesome, great
    written and include approximately all important infos. I would
    like to see more posts like this .

  3. No matter if some one searches for his required thing, therefore
    he/she desires to be available that in detail, thus that thing is maintained
    over here.

  4. Do you have a spam issue on this website; I also am a blogger, and I was curious about your situation; many of us have developed some nice practices and we are looking
    to exchange strategies with others, be sure to shoot me an email if interested.

  5. I’m extremely impressed along with your writing abilities as neatly as with the
    format on your weblog. Is this a paid subject or did you customize it your self?

    Anyway keep up the excellent quality writing, it is uncommon to look a great weblog
    like this one today..

  6. Attractive section of content. I just stumbled upon your weblog
    and in accession capital to assert that I get in fact enjoyed account
    your blog posts. Anyway I’ll be subscribing to your feeds and even I achievement you access consistently rapidly.

  7. I think the admin of this site is really working hard in support
    of his web site, because here every information is quality based material.

  8. Oh my goodness! Impressive article dude! Thank you so much, However I am experiencing troubles with your RSS.
    I don’t understand the reason why I cannot subscribe to it.

    Is there anybody else having identical RSS issues?
    Anyone that knows the solution can you kindly respond?

  9. Wonderful post however I was wondering if you
    could write a litte more on this subject? I’d be very thankful if you could elaborate a little bit further.

    Appreciate it!

  10. Hi there! Do you know if they make any plugins to assist with Search Engine Optimization?
    I’m trying to get my blog to rank for some targeted keywords but I’m not seeing
    very good success. If you know of any please share.

  11. I used to be able to find good info from your content.

  12. It’s going to be finish of mine day, but before end I am reading this fantastic
    article to improve my experience.

  13. Excellent goods from you, man. I have consider your stuff prior
    to and you’re just too fantastic. I really like what you have obtained right here, certainly like what you are saying and
    the way during which you say it. You make
    it enjoyable and you continue to care for to stay it
    wise. I cant wait to read much more from you.
    That is actually a wonderful web site.

  14. Hey! Do you know if they make any plugins to protect against
    hackers? I’m kinda paranoid about losing everything I’ve worked hard on. Any recommendations?

  15. My brother recommended I might like this blog. He used to
    be totally right. This submit truly made my day. You cann’t consider simply
    how a lot time I had spent for this information! Thank you!

  16. After going over a few of the blog posts on your web page, I
    really appreciate your way of blogging. I book-marked it to
    my bookmark webpage list and will be checking
    back in the near future. Take a look at my website as
    well and tell me your opinion.

  17. I always emailed this blog post page to all my friends, since if like to read
    it next my contacts will too.

  18. Greetings! Very useful advice within this article! It’s the little changes that make the most significant changes.

    Many thanks for sharing!

  19. After looking over a few of the articles on your web site, I truly like
    your way of blogging. I saved as a favorite it to my bookmark website
    list and will be checking back soon. Please visit my web site
    as well and let me know what you think.

  20. hello!,I really like your writing very a lot! proportion we keep up a correspondence extra about your article on AOL?
    I need a specialist on this house to resolve my problem.

    Maybe that is you! Taking a look ahead to see you.

  21. Great web site you’ve got here.. It’s difficult to find good quality writing like yours nowadays.
    I seriously appreciate individuals like you! Take care!!

  22. Does your website have a contact page? I’m having problems locating it but,
    I’d like to shoot you an e-mail. I’ve got some ideas for
    your blog you might be interested in hearing.
    Either way, great site and I look forward to seeing it expand over time.

  23. It’s going to be ending of mine day, but before ending I am reading this enormous
    piece of writing to improve my knowledge.

  24. Heya i am for the first time here. I found this board and I to find It truly helpful
    & it helped me out much. I hope to offer one thing back and help others like you aided me.

  25. Hello, i think that i noticed you visited my weblog so i got here to go back the prefer?.I am trying to in finding issues to enhance my site!I suppose its adequate to use a few of your ideas!!

  26. Excellent article. Keep posting such kind of information on your site.
    Im really impressed by your blog.
    Hey there, You have done a fantastic job. I’ll definitely digg
    it and individually suggest to my friends. I am confident they’ll be
    benefited from this website.

  27. It’s an amazing article in support of all the internet people; they will take benefit from
    it I am sure.

  28. I’m curious to find out what blog platform you happen to be using?
    I’m having some minor security problems with my latest site and I would like to find something more
    secure. Do you have any solutions?

  29. You can certainly see your enthusiasm within the paintings you write. The world hopes for even more passionate writers like you who are not afraid to say how they believe. All the time go after your heart.

  30. Hello! I know this is kind of off topic but I was wondering which
    blog platform are you using for this website? I’m getting sick
    and tired of WordPress because I’ve had problems with hackers and I’m looking at alternatives for another platform.
    I would be fantastic if you could point me in the direction of a good

  31. Someone necessarily assist to make seriously articles I might
    state. This is the first time I frequented your web page
    and up to now? I surprised with the research you made to create this particular submit incredible.

    Wonderful activity!

  32. Hello every one, here every one is sharing such know-how, so it’s nice to
    read this blog, and I used to pay a quick visit this web site every day.

  33. I love what you guys tend to be up too. This type
    of clever work and coverage! Keep up the superb works guys I’ve incorporated you guys to my personal

  34. An impressive share! I have just forwarded this onto
    a co-worker who was doing a little research on this.
    And he actually bought me breakfast because I stumbled upon it for him…

    lol. So allow me to reword this…. Thank YOU for the meal!!
    But yeah, thanks for spending time to talk about this issue here
    on your blog.

  35. Hey just wanted to give you a brief heads up
    and let you know a few of the pictures aren’t loading correctly.
    I’m not sure why but I think its a linking issue. I’ve tried it in two different web browsers and both show the same outcome.

  36. Hi, Neat post. There is a problem together with your web site in internet explorer, may check this… IE still is the market leader and a huge element of folks will leave out your magnificent writing because of this problem.

  37. Wow that was unusual. I just wrote an incredibly long comment but after I clicked submit my comment didn’t appear.

    Grrrr… well I’m not writing all that over again.
    Anyway, just wanted to say fantastic blog!

Submit a Comment

Your email address will not be published.

Posted On : June 25, 2014