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After doing a few workshops and consulting arrangements, I wanted to write up a playbook for creating a content marketing strategy, something that will help you align your vectors no matter what stage your company is at.

This is that playbook.

It covers all strategy topics from auditing and SWOT analysis all the way through how to work with influencers and drive conversions with your content.

  • DL

    David Ly Khim

    2 months ago #

    A beast of a writeup on content marketing and extremely thorough. Most other content out there doesn't compare. Also helps to know that you've actually done this stuff at HubSpot :) Bookmarking for future reference.

  • MM

    Marcus Meissner

    2 months ago #

    Another solid one Alex, been reading for awhile and just subscribed. I like that you distinguish between your audience and your customer, and the point about links. So few brands seem to understand that you really do need different types of content for links than for readers.

    • AB

      Alex Birkett

      2 months ago #

      Thanks! Yeah a lot of it is appealing to those with the power to link/share/spread your message, so that you can even have the sufficient site authority to rank your more business important pages. Both sides of the strategy need to exist in order to pull it off

  • DH

    Dani Hart

    2 months ago #

    Alex is at it again! Thanks for sharing.

    • AB

      Alex Birkett

      2 months ago #

      Thanks! These take a good bit of time to write but it's always a relief to have published something new

  • ML

    Mark Lindquist

    2 months ago #

    Curious how much you think initial spikes affect organic traffic. You mention off-hand that it can spur initial organic traction. I tend to not promote much on forums, but would be open to bringing it back into our promotion process if there is a genuine longer-term impact.

    • AB

      Alex Birkett

      2 months ago #

      My gut feel is that it probably helps, especially if you're a smaller site (like mine) and need a little push to get the ball rolling. Anecdotally, I know some manual promo in the beginning can help get the content in front of people who can link to it (like yourself probably), and that has an indirect effect on long term SEO. However, I think the marginal returns of lots of manual content promotion quickly diminish as your domain authority and content production capabilities scale.

    • MM

      Marcus Meissner

      2 months ago #

      Forum links definitely still work, though most are nofollowed these days

  • MF

    Marius F

    2 months ago #

    Just finished the first 1/3 but will read over the weekend. Love the depth and substance of the article!

  • GK

    Gangadhar Kulkarni

    2 months ago #

    Hello Alex,

    Valuable content marketing guide you shared here. It is a powerhouse for newbie bloggers and internet marketing professionals.

    You deeply explained the whole content marketing concept with proofs and analysis that not only easy to understand but also clears all the queries regarding content marketing.

    Thanks for sharing valuable info with us...!!!

    Best Regards,
    Gangadhar

  • PG

    Prannaya Kumar Giri

    about 2 months ago #

    If you are going to start Content Marketing then
    Free SEO Tools to Improve Google, Bing Search Ranking
    https://growthhackers.com/articles/free-seo-tools-to-improve-google-bing-search-ranking

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