Content Marketing Strategy Template

How I got 100K leads with somebody else's content. Early in my career at PayPal, I tried something that worked like crazy. I posted a piece of content that brought us 100,000 leads, and I didn't write a word of it. (I also didn't steal it!) Why am I telling you this? With AI eating up SEO traffic, everyone’s scrambling for attention on social media, and most people think this means becoming a content creator. Good news: You don’t need to write like Alex Hormozi, you just need to be smart about finding content that already works. Here's how... 𝗛𝗲𝗿𝗲’𝘀 𝗺𝘆 𝘀𝗵𝗼𝗿𝘁𝗰𝘂𝘁 𝘁𝗼 𝗲𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲 𝗰𝗼𝗻𝘁𝗲𝗻𝘁, 𝗲𝘃𝗲𝗻 𝗶𝗻 𝗕𝟮𝗕 1. 𝗠𝗮𝗽 𝘆𝗼𝘂𝗿 𝗽𝗿𝗼𝘀𝗽𝗲𝗰𝘁𝘀’ 𝗜𝗻𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻 𝗗𝗶𝗲𝘁 – Ask your customers who they follow: Which newsletters, podcasts, YouTubers, and social accounts do they love? Even check what private WhatsApp and Slack groups they’re in. (No customers yet? Who do your prospects follow?) 2. 𝗙𝗶𝗻𝗱 𝘁𝗵𝗲 𝘄𝗶𝗻𝗻𝗶𝗻𝗴 𝗳𝗼𝗿𝗺𝘂𝗹𝗮𝘀 – Study those creators’ most successful posts, and look for patterns: What do people engage with and why? Which topics? Content formats? Stylistic points? 3. 𝗦𝗼𝘂𝗿𝗰𝗲 𝘆𝗼𝘂𝗿 𝗼𝘄𝗻 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 – Use those insights to create, license, or partner to get the stuff your audience craves. 𝗛𝗲𝗿𝗲’𝘀 𝟰 𝗰𝗹𝗲𝘃𝗲𝗿 𝗕𝟮𝗕 𝗲𝘅𝗮𝗺𝗽𝗹𝗲𝘀: 1. 𝗨𝗻𝗶𝗾𝘂𝗲 𝗱𝗮𝘁𝗮: ChartMogul turns their SaaS analytics data into irresistible benchmark reports which they share on LinkedIn and in their newsletter to attract warm leads. (Stripe, Unbounce, and Mixpanel do this too.)     2. 𝗖𝗼𝗼𝗹 𝘃𝗶𝗱𝗲𝗼𝘀: CloudNC sells SaaS to machine shops. Instead of boring product demos, they share hypnotic videos of CNC machines crafting intricate designs. They show these videos to prospects via targeted ads, and when their sales team calls, prospects already know and like the brand.     3. 𝗧𝗿𝘂𝗲 𝘀𝘁𝗼𝗿𝗶𝗲𝘀: Rising Team founder Jennifer Dulski turns her Stanford teaching and decades of leadership experience into compelling stories. Result? 200K LinkedIn followers and a steady stream of warm leads. 4. 𝗟𝗶𝗰𝗲𝗻𝘀𝗲𝗱 𝗰𝗼𝗻𝘁𝗲𝗻𝘁: Remember my PayPal story? Here’s what happened: We’d just hired a telesales team and they needed leads fast. Instead of spending weeks creating content, I  found the perfect book for our audience, and emailed the author for permission to share two chapters as a lead magnet. Win-Win: The author got massive exposure, and we got 100,000 sales leads. 𝗕𝗼𝘁𝘁𝗼𝗺 𝗹𝗶𝗻𝗲? You don’t need to create everything from scratch, you just need to be smart about finding the content your audience already craves. Helpful? Follow Matt Lerner for more. P.S. 🙏🏻 Please don't steal content - just ask permission and credit the original author! Most of us are pretty reasonable.

After managing hundreds (maybe thousands) of SEO campaigns… I've distilled content creation down to a science. Here are 6 core pillars that actually move the needle: 1. Smart Keyword Selection Search volume is a vanity metric. Focus on these factors instead: • Relevance to your business goals • Commercial intent signals • Click-through rate potential Pro tip: 60% of Google searches end without a click. Pick keywords where people actually click through to websites. 2. The Uniqueness Factor Google's drowning in AI-generated content. Your advantage? Being genuinely different. Here's how: • Conduct original research (even small studies work) • Share first-hand experience and opinions • Create fresh data sets • Build user-generated content around polarizing topics AI can't replicate human experience. Use that. 3. Perfect Intent Matching Want to rank? Match the format that's already working (while adding your unique spin). Simple process: • Search your target keyword • Study the top 3 results • Note the content format (list, guide, comparison) • Create something similar but better If Google shows informational content, don't try to rank commercial pages. Work with the algorithm, not against it. 4. Content Quality Standards Great content isn't about word count. It's about clarity and engagement: • Write like you're talking to one person • Use simple language (no jargon) • Break up text with headings and bullets • Add visuals that actually add value • Edit ruthlessly 5. Topic Authority Building One great page isn't enough. Build supporting content around your main topic: • Start with branded keywords (easiest wins) • Target competitor comparisons • Create problem-aware content • Build educational resources Each piece should link to others, creating a content hub that Google loves. 6. Technical Foundation All the great content in the world won't rank if your technical SEO is broken: • Page speed under 3 seconds • Mobile-first design • Proper URL structure • Internal linking strategy • Schema markup where relevant Stop pumping out random blog posts. Start building strategic content assets that serve your business goals. Every piece should either educate your audience or move them closer to becoming customers.

If your website isn’t driving engagement, attracting clients, or positioning you as a trusted authority, chances are it’s missing one thing: valuable content. A static website is just an online brochure - it sits there, waiting to be found. But when you add useful, well-researched content, it transforms into a powerful business development tool. Here’s how to do it right: 1. Build a Strategy That Works: Great content doesn’t happen by accident. Your plan should align with your audience’s needs, your expertise, and your resources (time, people, and budget). A content calendar keeps you consistent, so you’re always top of mind. 2. Prioritize Research-Driven Content: Opinion pieces can be interesting, but data-backed insights and original research build credibility. If you want your content to get shared, bookmarked, and cited, focus on providing real value such as new information, deep expertise, and actionable takeaways. 3. Use Multiple Formats to Reach More People: Not everyone consumes content the same way. Some people prefer in-depth articles, while others engage with videos, podcasts, or infographics. Repurpose your best ideas across different formats to maximize reach and impact. 4. Curate, But Add Your Expertise: Sharing industry news, expert interviews, and event takeaways is a smart way to add value—but don’t just repost. Layer in your own insights to make it meaningful for your audience. Thoughtful curation strengthens your brand as a go-to resource. 5. Never Publish Without Editing: Typos and unclear messaging can hurt your credibility. Take the extra step to review your work (or have someone else do it) before publishing. Professionalism matters. 6. Publish With Purpose: A great piece of content means nothing if no one sees it. Optimize your posts with search-friendly URLs, embed videos strategically, and make sure everything is easy to find. Then, share it where your audience is - on LinkedIn, in email newsletters, and beyond. Content builds trust, and trust leads to business. If your website isn’t actively helping you attract opportunities, it’s time to rethink your content approach. Done right, it can position you as the go-to expert in your industry. Let me know what you think of these tips in the comments below! #contentmarketing #personalbranding #legalmarketing #bestadvice

SEO depreciation is real. Traffic fades when content, intent, and SERPs drift apart. That decay is a signal to maintain your assets. What it looks like • Rankings and traffic slip on once strong pages • Clicks fall while impressions hold • Time on page drops after new competitors arrive • Crawl issues and slower pages show up Why it happens • Outdated stats and advice • Better intent match from competitors • SERP features that steal clicks • Technical debt: Core Web Vitals, broken links, crawl blocks, thin/duplicate pages (improve for UX and indexing). • Backlink quality drop: lost links, spammy patterns, or linking sites losing authority How to slow it ☑ Refresh top pages with new data and clearer intent ☑ Consolidate overlaps and fix cannibalisation ☑ Reclaim lost links and strengthen internal links; disavow only if you have a manual action or clear spam history. ☑ Improve performance and indexation: speed, canonicals, 404s, redirects, sitemaps ☑ Add FAQ and schema to help AI search understand and surface your answers ☑ Optimise for search journeys, not single keywords Simple workflow 1. Find pages losing traffic 2. Check intent and SERP 3. Fix technical and links 4. Refresh and consolidate 5. Republish and interlink 6. Track and repeat quarterly Treat content like a product. Maintain it and it compounds. Ignore it and it depreciates. Have you seen this kind of SEO depreciation on your site? 

I believe it's inevitable that niche, deeply researched content is the future of content marketing in b2b. So much so, that we're betting the house on this thesis at storyarb. What you're about to read is our exact content marketing strategy that we'll be using to drive trust & revenue for our business in 2025. Feel free to copy (or better yet, hire us to do it)... Step 1: Who is our Market of 1? - Head of Marketing at a growth-stage B2B business (>$10m rev) Step 2: What are the specific goals of our content strategy? - Add value: every piece of content should be bookmark worthy...so high value that our ICP feels compelled to save it & reference it later to improve at their job - Build trust: +20% MoM direct site traffic - Drive qualified pipeline: +20% increase in demo requests from ICP Step 3: What channels are we focusing on? - Rented: Long-form blog content + Exec social content - Owned: Weekly editorial email newsletter Step 4: What are our content pillars? - Content Marketing - Demand Gen - B2B Step 5: What does the content strategy look like in practice? 1) Interview/research-based case studies (not customer case studies) Series name: Fine Tuned Description: A deeply researched, highly detailed breakdown of the most successful content demand engines in B2B. The channels, the content formats/focus, the funnel, the metrics, the team/responsibilities. Additional: Weekly release of a Fine Tuned essay (on storyarb site) that is email-gated to read the whole thing (and amplified via our newsletter & exec social) 2) Weekly/bi-weekly email newsletter Newsletter name: The Lead Description: Option 1 - Curation & commentary on the best content marketing campaigns that companies were actively doing in the wild this week Option 2 - A long-form case study on a content marketing campaign that a B2B company is actively doing with our analysis After the playbook have a section that has links to content marketing news, tools/strategies, and ofc our Fine Tuned essay from the previous week. 90% value add, 10% value extract 3) Exec social from 3 storyarb employees Abby Murray: Persona: The Content Marketing Agency Owner 1-liner: Stories from running storyarb that has lessons/stats/wins/updates interwoven. Alex Lieberman: Persona: The Content & Marketing Obsessed Entrepreneur 1-liner: Spotting trends, brainstorming ideas, and identifying genius in the world of content & marketing Magda Cychowski:  Persona: The B2B Content Marketer 1-liner: Breaking down specific strategies that content marketers & b2b demand gen teams can take to level up their org. Additional: - 90% of the content should be value add, 10% should be value extract. - Each person should be boosting each Fine Tuned (case study) and Lead (newsletter) through the lens of their specific persona to drive their distribution to our email capture & owned audience.

Your brand has a beautiful story. But is your blog telling it? I am working with the founder of a slow-living Ayurvedic skincare brand. He has the most powerful story, rooted in ritual, healing, and legacy. But for his blog? He was planning generic “10 tips” content that could’ve belonged to anyone. So I planned something different. I am turning his brand story into a full-fledged blog strategy. Last year, when I did this for a hairstylist blog, it resulted in: 💡 2x more returning readers 💡 Blogs that were shared (and bookmarked!) 💡 Emails from customers saying: “It finally feels like you” Here’s how I am doing it and how you can too: 1. Start with your “why” What personal moment sparked your brand’s creation? That story deserves its own post. (It’s your foundation.) 2. Break your origin story into blog themes Founder struggles = mindset content Product journey = behind-the-scenes series Values = opinion pieces and purpose-led posts 3. Identify shared values between your brand and your customers Do they care about slowness? Clean living? Energy healing? Now, map blog content around those emotional anchors. 4. Weave emotion into educational content Turn “How to use face oil” into: “How a nighttime ritual helped me find calm after burnout” Readers remember stories. Google rewards depth. 5. Build blog categories that echo your brand pillars For my hair styling client, we created content around: ✨ Rituals ✨ Ingredients ✨ Customer's hair styling stories ✨ Founder stories ✨ Product education Suddenly, her blog didn’t just inform. It felt like her brand. You don’t need 100 ideas. You need one good story, told in 100 different ways. Want my help turning your story into a blog strategy that builds traffic, trust, and connection? My DMs are Open 💌

Storytelling is one of the most underused tools in eLearning. Most designers think of it as decoration—a nice-to-have wrapper for the “real” content. However, it's the story that gives content its meaning. It’s how people make sense of information and turn it into experience. When a course tells a good story, learners stop clicking through slides and start caring about what happens next. That shift from awareness to investment is where learning begins. To build that kind of experience, I use what I call the STORY Method. 1. Situation Begin with a realistic moment from the learner’s world—something familiar enough to feel possible, but specific enough to pull them in. 2. Tension Show what’s at stake. Every story needs a challenge, a conflict, or a decision that matters. Without pressure, there’s no reason to pay attention. 3. Options Give the learner room to choose. Let them explore different paths or perspectives so they feel responsible for what happens next. 4. Result Reveal the outcome. Make the consequences visible and connect them to the underlying principle or skill you want to teach. 5. Your Move Ask them to act or reflect. Invite them to apply what they've learned or to consider how they would handle a similar situation. Good storytelling doesn’t need fancy visuals or complex characters. It just needs a clear situation, meaningful stakes, and a path that lets the learner discover the lesson for themselves. When done well, a story turns information into experience.

Today, I’m breaking down my personal LinkedIn strategy that has helped me gain 18,349 followers and push notus' MRR to $180k in 2025: The Content Archetype is the starting point for every notus client - myself included. We use it to: • create content that is relevant to the client’s target audience • align their content with their business objectives • make sure their content is authentic to them In short, the Content Archetype is a blueprint. It starts with a purpose statement - something that concisely sums up what the client’s product/service is all about. Mine is, “I build people-led B2B content ecosystems.” From there, we define 4 content pillars: 𝟭. 𝗧𝗮𝗰𝘁𝗶𝗰𝗮𝗹 Actionable advice and tips the client’s audience can implement immediately. What you’re reading right now is an example of a tactical post. Example of one of my tactical posts: How I turned LinkedIn into a revenue channel 𝟮. 𝗔𝘀𝗽𝗶𝗿𝗮𝘁𝗶𝗼𝗻𝗮𝗹 Stories of growth, transformation, and specific outcomes related to our client’s product or service. They paint a picture of what success looks like and inspire their audience to reach for it. Example for me: How we helped Vicktoria Klich go from 400 followers to LinkedIn Top Voice 𝟯. 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝗳𝘂𝗹 Analyses of industry trends, insights, and thought-provoking discussions. This pillar is great for helping clients position themselves as industry experts and establish thought leadership. Example for me: Why the founder of a $100k MRR business is going all in on content 𝟰. 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹 Anecdotes, experiences, and lessons learned. This humanizes the brand and builds trust on a deeper level with the client’s audience. Example for me: What happened when I stopped traveling and spent 30 days in Copenhagen _____ We create a Content Archetype whenever we start working with a client. For each pillar, we define 3 topics they can create content around. We go back and forth with feedback until the client is satisfied. A few topics we find work for almost everyone: • case studies • social proof • build in public • personal background One last thing: I see the Content Archetype as a working document. We don’t want to change it every day - that defeats the point - but we’ll revisit 1-3x per quarter to ensure it’s up-to-date. Times change. People change. Sometimes content needs to change, too.

If you’re a climate tech founder who wants to build credibility in public, but hates performative content, this is for you. Most founders don’t have time to post every day. They’re not sure what to say. And when they do post, it often feels like it goes nowhere. But that doesn’t mean content won’t work for you. It means you need a long-term strategy that’s rooted in how you think, not what’s trending. That’s why I recommend the Book Method 📚 A simple way to structure your ideas like you’re writing a future book, so every post you publish builds real authority over time. Here’s how it works: Step 1: Pick your 'Book' topic. What’s one big topic you want to be known for? Not your product. Not your entire company. Just one problem, belief, or category you’re uniquely qualified to own. Every post becomes a chapter in the book you haven’t published yet (but could one day). Step 2: Pick 10 chapters. Once you’ve picked your topic, break it into 10 subtopics. Each one is a content theme you can return to again and again — Like customer education, founder beliefs, industry myths, or frameworks you use internally. This gives you range without losing focus. Step 3: Break each chapter into 10 posts. You’re not writing 6,000-word essays. You’re building clarity in public — one small post at a time. Let’s say your topic is: “The Future of Seaweed-Based Packaging.” One chapter might be about: “How Seaweed Compares to Plastic.” Break that into 10 posts like this: 1) A common myth: “Bioplastics are just greenwashed plastic.” 2) A founder belief: Why seaweed > corn-based alternatives. 3) A customer objection: “But is seaweed scalable at industrial levels?” 4) A story: The first time a client held your prototype and freaked out. 5) A hard truth: Retailers don’t care until you prove shelf life. 6) A visual: Side-by-side breakdown of CO₂, microplastic impact, or water use. 7) A personal angle: What inspired you to build a seaweed startup. 8) A lesson: The real cost of switching from plastic isn’t money — it’s process inertia. 9) A case study: One early adopter and how you solved their distribution issue. 10) A prompt: “Would you eat your packaging?” (And why someone did.) That’s 10 angles from just one chapter — and they’re all tailored to educate, attract, and build trust. Now imagine doing that across 10 chapters. That’s 100 pieces of founder-led content — all rooted in your category, your beliefs, and your traction. — You don’t need to post every day. You don’t need to be a guru. You just need a system that helps people see what you already know. The Book Method gives you that system — without burning you out. Pick your topic. Pick your chapters. Break them into posts. And keep showing up like the founder people remember.

If I were to write content for your brand, here’s exactly how I’d approach it 1. I’d start with an audit, not a blank doc Before creating anything new, I’d identify which existing pages need quick refreshes. Updating old content is often the fastest way to unlock traffic and leads. 2. I’d answer questions directly Clear, skimmable answers increase your chances of showing up in AI overviews and featured snippets. No hiding the value halfway down the page. 3. I’d build clusters, not random blogs Internal linking wouldn’t be an afterthought. I’d create pillar and cluster content so authority compounds instead of scattering across topics. 4. CTAs would appear where intent peaks Not just at the bottom. At the top, middle, and wherever the reader is ready to act. 5. Leads matter more than vanity metrics Clicks and time-on-page are useful but if a blog drives qualified leads, that’s the real win. 6. Every piece starts with SERP reality Before writing a single word, I’d analyze what’s ranking - The intent. The format. The content angle. Then reverse-engineer gaps competitors missed. 7. Distribution is part of the strategy One blog wouldn’t live in isolation. It would turn into LinkedIn posts, Reddit threads, tweets, or even a short PDF wherever your ICP actually spends time. No guesswork. No random publishing. Just content designed to attract, convert, and compound. P.S. Do you measure content success by traffic—or by leads? P.P.S -If you’re looking for help with long-form content, content refreshes, or conversion-focused blogs, feel free to DM me.