Proven content marketing plays

that generate predictable results

Too many businesses go about their content marketing without clear goals, effective processes, or systems for measuring success.

When done right, content marketing is like piloting a flight: success requires a clear destination, reliable pre-flight checks (information gathering, analytics systems setup/verification), standardized processes and proven strategies for flight operation (proven content marketing plays), a skilled pilot (a capable marketer), and success metrics.

The process

1. Destination selection

Step one is choosing our destination. What’s the precise end state your company is aiming for?

2. Route selection

I chart a path for you, explaining why the proposed marketing play is a proven content marketing strategy and when you’ll reach your destination.

3. Pre-flight checks

I follow my standardized processes for gathering information about your ideal customers and product/solution.

4. Data recording setup or verification

I set up or verify the analytics dashboard we’ll need to assess performance.

5. Flight operation

I run the marketing play, creating the asset(s) (whether online content, emails, or something else) and ensuring that they are published or distributed as intended.

6. Performance assessment

We look at analytics and assess how well the content marketing play performed. We iterate on the play and make adjustments to further improve performance.

Questions you may have

  • I’ll let you know. I won’t take on a project unless I’m confident there’s a proven approach that will help your achieve your goal.

  • One example of a proven content marketing play is pain point SEO, which targets the problems prospects have and attracts leads with high purchase intent.

    I'm trained in the pain point SEO methods used by this agency, which has shown that pain point SEO is significantly more effective than conventional approaches to content marketing.

  • It’s a combination of art and science. I implement data-backed best practices (what I call proven plays), but applying those plays to your specific market and goals is an art. Success also requires refining the approach over time as data comes in. That’s why my services include performance tracking.

  • Predictable results means that when we use a proven approach and follow a standardized process, you can expect/predict a certain level of success. For example, the average conversion rate in B2B marketing for a blog post is around 2 to 5%. This rate is relatively low because a lot of companies produce mostly low-value content that has little chance of being effective.

    When you instead use pain point SEO that is conversion optimized, you can predict that you’ll get a conversion rate of 10% or higher. Nevertheless, I can’t guarantee results because there are always factors beyond my control. What I can do, though, is implement a proven play that gives you a high likelihood of success.

    My approach is very different than what many content agencies do, which is to simply take their client's suggested content topic, even if the idea is weak, and write the requested content. In contrast, what I do for your company is first identify a topic that will drive conversions, and I then create a conversion-optimized asset.

  • I will certainly consider your proposed topics. But in my experience, the topics that marketing teams or other company product experts propose aren’t always the best topics for conversions. I have to weigh your proposals against the data of what works. If your ideas have little chance of success, writing them serves neither you nor me.

    I’m here to help you achieve your marketing goals. If you’re just looking for someone to execute on your ideas or pre-determined strategy, I’m not the right consultant for you.

    I will instead present to you a proven strategy that has a high likelihood of success.

    I will also talk to leaders in your company, including product experts, to clarify your differentiators and to discover the pain points of your best customers. That’s how I collaborate with your team.