I know this isn’t the first time you’ve been told that you need to develop content to be competitive in the marketing world today, but the fact of the matter is, it’s so important that it’s worth repeating over and over again. The use of high quality, education-based content has become an essential ingredient in creating awareness, building trust, converting leads, and creating customers (hopefully leading to referrals and repeat business as well).

With that being said, content doesn’t need to be nearly as overwhelming as it once was. Gone are the days where you have to pump out content consistently in order to gain traction online. The name of the game today is quality, not quantity, and Google is getting really good at recognizing that.

I’ve developed a system for turning content into leads. Once the leads are in your hand, it’s up to you to close the deal and turn them into customers.

1. Decide what content you should create

For a while now, I’ve been promoting something I call the Total Content SystemTM, which is an approach that allows you to plan, delegate, curate, create, collaborate, repurpose and get far more out of every piece of content you produce.

Through your knowledge and by using keyword tools, you can develop a list of core content topics and assign one to each month for the next six months. Each theme should be a substantial topic related to your business or industry and represent an important keyword search term.

2. Invest time in content upgrades

Marketers today have tapped the insatiable hunger for useful, actionable, educational content and are employing highly targeted “content upgrades” to convert traffic to lead funnels.

Knowing that you’ll be creating less, but more valuable, content, be sure to marry this content with content upgrades. Since the reader is already engaged with your content, providing value with these upgrades will increase the odds of a conversion because they will already be a warm lead.

An important factor to the content upgrade is that it helps you segment visitor interest. People are very interested in how to do that one specific thing they searched for. If they land on your article, you have the ability to know what they are looking for and which content upgrade to provide when they need it.

One of the quickest ways to identify candidates for immediate content upgrade opportunities is to look through your analytics and find your most popular content and consider ways to personalize a content upgrade for those posts.

You can also use a tool like BuzzSumo to identify some of the most shared content online based on the keyword phrases related to your ideal client.

You don’t have to overthink the package for a content upgrade. In many cases what you’re looking to do is simplify information not make it more complex.

Providing these upgrades will increase your number of leads, and in turn, customers.

3. Ensure your audience sees your content

Keep in mind that no matter how good your content is, nobody will see it if you don’t promote it. You must ensure you promote it to relevant social channels, email lists, and so on to ensure it targeting the right people. Also, be sure to employ on-page SEO best practices within your content to help you get found by your audience organically.

Matching your content to the customer journey

To take your content creation even further, you must ensure that it is incorporated into every stage of the customer journey in order to solidify the close. I believe the customer journey consists of seven stages (what I refer to as the Marketing Hourglass): Know, Like, Trust, Try, Buy, Repeat, and Refer.

As a person moves through the customer journey, you must hit them with content throughout the process to keep them engaged with your business, and the best way to do this is to match the content you’d like to develop with the various phases of the Marketing Hourglass.

You must be aware of what your customer’s journey looks like in order to develop content for each stage of it. To help you do so, I’ve described the stages below to help you brainstorm what content would work best for you.


The Know stage is the phase where people first become aware of your business, and it’s your job to put a piece of content out there that get’s their attention.


At this stage, give your prospects reasons to keep wanting more and move towards gaining permission to continue the conversation.


I believe this is the most important step but arguably the most tedious and time-consuming. The more a person trusts you and your company, the more likely they’ll be to buy from you. Create content that helps build that trust.


I think this the easiest phase to move people to the purchase. The content here needs to represent a sample of the end result. Demonstrate how much better your product or service is than the competition, to differentiate your business.


The focus here is to maintain a good experience for the prospect. In order to continue to deliver a remarkable customer experience, you’ve got to continue to educate through content.


In the Repeat phase, you need to consider adding a results review process as well as additional upsell and cross-sell touchpoints.


Build processes and content campaigns that make it easy for your brand champions to refer your business.

Content marketing is here to stay. Put time and energy into creating quality content with associated content upgrades throughout each stage of the customer journey, and you’ll be sure to increase your number of customers moving forward.

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