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How to Create a Business Content

Create a business content using the steps in this article and double your traffic, leads, and sales. The Business Content Strategy Behind Marketing Leaders I created a content marketing strategy that will help your business generate leads.

Every business needs to have their own online presence but not every business has a large marketing budget. You don’t need a big budget for business content. In this article we will go over how to create usable business content without going over your marketing budget.

 Set Your Mission and Your Goals

A good starting point for your content strategy plan is to set out a content marketing mission statement. This is a brief statement that makes it easier to focus on what’s important – and what’s not – in creating your content so your content marketing strategy stays on track.

A content marketing mission statement outlines:

  • Your target audience
  • The content you’ll use to reach them
  • The benefit they’ll get

Here’s an example from’s about page.

It defines the audience (CIOs and business technology executives). It highlights the benefit (insights on career development). And it gives examples of what its content covers (certification, digital transformation, skills development, and hiring practices).

To create a mission for your own business, try this formula:

We provide [target audience] with [type of content] to help them [business goals].

While the mission statement covers what your audience will get from your content marketing strategy, you also need to think about what your business will get from it. That’s where your business goals come in.

Typical goals include:

  • Improving revenue as a result of your content marketing strategy
  • Making more sales and getting more high-quality leads, which will help you meet your revenue goals.
  • Getting more traffic to your site, as the more traffic there is, the greater the possibilities for meeting your other goals.
  • Improving the perception of your business, so you gain influence and authority and are seen as a thought leader.
  • SEO success, which leads to more traffic.
  • Reduced marketing costs, as your content becomes more effective.
  • Social media engagement, which can help with both traffic and authority.

Once you know your goals, it’s time to move to the next step.

Establish Your KPIs

The best way to achieve goals is to make them specific and measurable. That means setting key performance indicators (KPIs) for your content marketing strategy.

The KPIs will help you know when you have achieved your goals by providing milestones you can check off. They’ll include what you plan to achieve in terms of revenue, sales, traffic, SEO, traffic and different aspects of digital marketing like email marketing and social media metrics.

Typically, these will have specific numbers attached to them. For example, you might want to:

  • Hit a certain revenue target within the month, quarter, or year.
  • Get more signups for your lead magnet as a sign that you’re getting more high-quality leads
  • Get a certain number of new email subscribers
  • See an increase in site traffic and in engagement with your onsite content
  • Improve the search ranking of some of your key pages to help boost traffic
  • Get a certain number of mentions, shares, and comments for your pillar content
  • Be invited to participate in certain key industry events

You’ll also want to pay attention to marketing expenditure, tracking your spend on different campaigns, and keeping an eye on the cost of acquiring leads and making sales.

Learn more about KPIs for your content marketing strategy in our guide to content marketing ROI.

Define Your Audience Persona

If your content marketing is to be a success then you must plan your content to fill the wants and needs of your audience, not your own. This is an important point. Business owners and marketers all too often bend their content to their own thinking. If you do the same, your content marketing will fail. Before you begin your content marketing program, get very clear on who you are talking to with your content by developing audience personas. Most businesses will have at least one audience persona, but others will have several.

For example, a nursery school will have all these audience personas: children, parents, teachers and local authorities. Content for each of these personas would be very different. You can develop your audience personas by asking a few key questions of your audience:

1. Who is he or she?

2. What information does this person need?

3. What does this person care about?
 Don’t assume the answers, instead interview your audience. Take time with this process but don’t shoot for perfection, you just need to be detailed enough to guide your content creators.

Create A Content Segmentation Grid

In the past we would advertise our businesses by blasting our message in the general direction of our audience persona. The theory went that if you blasted loud enough and long enough, eventually you would reach some of your audience. While advertising does still work, there is much waste, because naturally for most it will not be the right time, the right place and the right message. To ensure you deliver the right content at the right time you need to study your customer’s buying process and your own sales process. Consider what content your customer needs when they first come to know of you versus the final stages of a negotiation. At each stage of their buying process (and your sales process) different types of content will be required to help move them to the next stage.

If you are a small business-to-business (B2B) company you may have a simple sales cycle something like this:

Contacts People who have contacted you or with whom you’ve been in contact.

Leads People you have identified as being in the market for your solution.

Qualified opportunities Qualified as having a need and the budget for your solution.

Finalists Considering your solution as one of finalists.

Verbal agreement You are chosen.

Define your own sales cycle, and then using a content segmentation grid, map your content to the ap- propriate stage. Why is a content segmentation grid important? It stops you falling in to the “spray-and-pray” trap. Instead of creating content and throwing it out anywhere at any time, the content segmentation grid helps you plan and deliver relevant messaging (that moves people towards your desired action) by ensuring the right content is received by your audience at the right time.

I should note that whilst the grid is drawn in a linear fashion, don’t force your audience through every step if they are ready and willing to move faster. If someone contacts you qualified and ready to do business with you, give them your case studies and product information, don’t send them your white papers designed for awareness and education. Some will drive slowly through your content cycle, some will drive at break-neck speed. Ensure you have a slow lane and a fast lane set up for both.

Go meta

This is one of my favorite ways to get an extra bump on existing content. You can get more out of a longer piece of content by analyzing what you learn from it in a shorter blog post on a site such as LinkedIn or Medium.

Create a digestible piece of content designed for consumption and sharing that gives distilled insights from your main content piece, as I did in the following post about the growth studies we write at

My analysis post got more than 28,000 views on Medium and 5,800 views on LinkedIn — all for summarizing content!

Make it work for you:

Try summarizing a big piece of content by breaking it into a digestible post on a platform with lots of distribution.


Breaking down the process of thinking of content that your customers will value

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