How to make your content work for you

Content with purpose- The Measured Marketer

Content Marketing has well and indeed established itself as part of the marketing mix. However, how do you make content work for you? Your social media channels, blogs, and LinkedIn profiles are all HUNGRY for content – they can sometimes seem like a beast with a bottomless stomach.

Moreover, while content is recognised as a vital lead generation tool, a surprising 87% of B2B marketers struggle to produce content that they find genuinely engages their buyers (Forrester).

So how do you make your content work for you? Put your buyer first.

Going back to basics

Great content informs, inspires, and educates your future customers. Giving them the motivation and information they need to move through the sales funnel.

When planning your content, put the buyer at the centre of your content planning. A buyer persona is a representation of your ideal customer based on market research. Use a buyer persona to help you understand what motivates your clients, where to find them and what interests them. Then use this insight to decide what content to create. This process will stop you merely shouting, “buy my stuff”!

Take the time to consider the buyer journey and the kind of content the buyer will need at each stage of sales readiness.

Enter the sales funnel

In its purest form, the sales funnel has four stages:

Awareness: People looking for answers

Content types:

  • Tips on best practice
  • A how-to video
  • Podcast
  • Webinar
  • Opinions and insight
  • Whitepaper
  • eBooks
  • Analyst reports
  • Checklists

Content purpose:

  • Connect emotionally
  • Creates awareness
  • Encourages research

Consideration: Does this product fit my needs

Content types:

  • Infographics
  • Case studies
  • Product comparison
  • FAQ’s
  • Demonstration video
  • Datasheet

Content purpose:

  • Delivers produce features
  • Is helpful
  • Is specific

Decision: Looking to become a customer

Content types:

  • Trial downloads
  • Live demos
  • Favourable reviews

Content purpose:

  • Delivers produce features
  • Is helpful
  • Is specific

Nurture:  Existing customers

Content types:

  • EDM
  • Gratitude and special offer
  • User community
  • # campaign engaging the user community

Content purpose:

  • Offers support
  • Encourages feedback
  • Offers incentives
  • Provides new product updates
  • Estimate
  • Coupon

Map your content

The next step it to write a content plan that includes content for each buyer person as they move through the sales funnel and map this against the most appropriate channel.

By mapping out what information your potential clients need at each stage of the buyer journey will help you to provide truly relevant and useful content. Transform your sales pitch into a compelling story that showcases how your product will solve your client’s pain point.


Great content is about providing the right information at the right time in a customer’s buying journey. It’s about value, not volume. Don’t invest in content for content sake. Generic, no duh content will add no value to your brand.

Need some assistance?

If you are still confused by any of this, The Measured Marketer are here to help you build an informed view and help your business succeed. Contact The Measured Marketer:

0449 845 595 Or 

This article was written by our Content Creator Jessica Rostas.