How_a_marketing_agency_uses_inbound_a_story_from_the_trenchesContent is a huge part of inbound marketing, and it’s one that a lot of businesses struggle with. What content is right for your audience? Should you create more ebooks or are webinars the way to go? Does anyone even read your blog enough to matter what content is going up there? These are all questions that even an inbound marketing agency struggles with. You can audit your content and change what isn’t working. You can even revamp your strategy and try going a whole different route. But what it all comes down to is creating the right content strategy. Whether you already have one in place that isn’t performing well or need some help getting started, I can walk you through the steps.

Nail Down Your Audience

Before you do anything, make sure you have a buyer persona in place that details everything about your ideal customers. In regards to content, the most important part of the buyer persona are the challenges and pain points sections. Because the point of your content is to answer their questions and educate your audience on everything there is to know about your business.

Audit Current Content

Once you have a clear audience, it’s time to audit your current content. Content is normally broken down into 3 categories: top of the funnel, middle of the funnel, and bottom of the funnel. We map it out this way to signify a lead moving through the funnel being educated and coming out at the bottom ready to buy. Top of the funnel is educational about what your products or services are, middle of the funnel is more in-depth information specialized to your business, and bottom of the funnel is an offer such as a consultation or demo.

Take a look at your current content, put what you have into these 3 categories, and analyze if it’s really doing the job you want it to do or if you even have enough content for each segment. If you have a lot of top of funnel content but barely any middle of funnel then you’re leads might be getting stuck at the top and not moving through the sales funnel to become ready to purchase. Maybe your top of funnel content is attracting leads but they aren’t converting on your middle of funnel content, this could mean your top of funnel content isn’t catered to the right audience.

A content audit could look something like this:


From this you can list out in detail why certain content sections might need improvement, how to implement them if they are non-existent, or why they’re perfect and good to go!

Compile Content Ideas

The best way to do this is in a team setting. Gather some really good thinkers together and brain storm ideas for each part of your funnel that needs help. Below is an example:


  • Problem: Not blogging frequently enough and content is not unique to the industry so we aren’t capturing organic traffic.
  • Solution: Increase blogging to 3 consistent days a week and come up with unique content that nobody else is creating.
  • Implementation: Have employees help write blogs to increase frequency, use short videos in blog to generate more unique and interesting content.
  • Topics: This will be unique to your industry, but here you can list out general topics and specific titles. This is where the brainstorming team will really come in to play.

Then, you do this for top, middle, and bottom of funnel. At the end you should have a plethora of great content ideas, topics, and titles that you can start creating.

Implementation Timeline

But wait! Want to know the number one set back to actually getting anything implemented? Not having deadlines and a timeline. Coming up with awesome ideas and innovative content isn’t that difficult, so you’re left with all these ideas and some big energy to get all of it accomplished. Then a week later it’s died down and nobody has started anything. That’s why after you create the strategy, you want to plan it all out with deliverables, deadlines, responsibilities, and anything else needed to get all your awesome new content completed.


  • Create an in-depth buyer persona so your content is catered to the right people
  • Analyze what content is currently working and what isn’t
  • Identify current problems, creative solutions, and generate new content ideas
  • Plan out a timeline to get everything done!