Tactical Content

There’s a lot of advice out there about what you should be doing when it comes to creating content.

Write 1,000 words or more in every blog post. Only write 400 words per blog post. Put keywords in every header. Don’t keyword stuff. Share your post on every social media network. Only share your posts on LinkedIn. Publish twice a week. Publish once a month.

And on, and on.

The truth is, all this advice could be right. But in a vacuum, it’s all wrong.


It’s like deciding what kind of gas you need before you buy a car. There’s too much emphasis on logistics. Companies eager to get started with content marketing are asking questions like, “How often should we blog?” “What keywords should we optimize content around?” “Should we share our white papers on Facebook?”

What You Should Do Instead

If you want to cut through the noise, if you want to get your posts read and shared by your audience, if you want to drive business results from content, you have to be strategic.

As a content consultant, I take your business through the three critical steps of a content strategy:

1. Understanding your ideal buyer and their pain points / buying triggers.

2. Creating and executing a plan to develop and distribute content addressing those triggers.

3. Analyzing the results and making adjustments.

Remember at the end of The Matrix when Neo starts to “see” the code of the Matrix, instead of the false reality everyone else sees?

Once you have the above elements in place, the logistical questions I mentioned in the intro can be answered easily. I’ll help you figure out the strategy first, then we’ll take care of everything else.

The Content Marketer’s Blueprint

The three steps above are derived from a strategic process called the content marketer’s blueprint (CMB). The CMB defines why, how, and when companies should create and distribute their content. It’s a proven process that’s helped businesses grow online since 2014 – and I know it well. Not only have I been working on blueprint executions for years, both co-authors of the blueprint are clients of mine.

The CMB is the starting point – a sturdy canvas or a top-quality block of clay. With your in-depth knowledge of your business and my content marketing experience, we’ll mold the blueprint into a beautiful work of strategy that gives you a roadmap for growing your business.

If you’re looking to do content marketing right with a measurable strategy that works, we should talk.