Richard Brennan

What does a successful content plan REALLY look like?

by Richard Brennan on December 12, 2013
It’s a common mistake. Pages of content being created with little thought paid to the target audience or how it contributes to achieving specific revenue targets and wider business objectives. Content-602x347pix1-1.jpg

This scattergun approach results in a mountain of copy, be it blogs, email newsletters or social media posts, that appears haphazard to website visitors. So although you may be armed with remarkable content, it won't win business if there is no strategy behind it.

What does a successful content plan look like?

In order to succeed, it’s essential that you attract not just any website traffic, but the right traffic – people who are most likely to become leads, and, ultimately, happy customers.

Prospects require different types of content at different times depending on where they are in the sales funnel.

Top of the funnel

Early in the sales cycle, people tend to seek a general solution to a particular problem. Or they find out about a solution to a problem they didn’t realise they had.

There is a low barrier to content consumption as they want to absorb information and learn.

The goal is to attract people to your website, and the type of content you should be using includes:


For example

White papers

‘How to’ advice
Pros and cons of your product/service generally
Top tips/five facts articles


SEO-optimised blog posts

Video blog posts

FAQ pages

Free resource pages

Middle of the funnel

As people progress down the funnel, they are aware of their problem and are keen to know more about the proposed solution and how it applies to them. To see proof of the concept, they need to be informed.

Content that should be used at this stage includes:


For example

Third party content that supports your cause

Best practice case studies
Examples of success (company and industry specific)
Step-by-step guides


Case studies

Customer testimonials

Blog posts


Bottom of the funnel

Now that you’ve attracted the right visitors and turned them into leads, you need to convert them into customers.

At this stage, prospects now know what they want and are looking for reasons to choose your business.

Transform your leads into customers by using content including:


For example


‘How to choose…’ articles
Definitive checklist posts (accompanied by a ‘we can help’ call to action)

Targeted email marketing

In-depth blog posts

Genuine, relevant case studies



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Richard Brennan

This post was written by Richard Brennan

SEO & SEM specialist

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