Why your content strategy isn’t working

You don’t need tonnes of content to get results. But you do need the right content.

Here’s what I’ve seen generate the fastest results and shortest payback period.

Start with BoFu content.

Most brands go straight for high volume seed keywords targeting the top of the funnel. They churn out tonnes of articles like…

Or something really vague like “ Is your [TOPIC] [PROBLEM]?”

Brands love this shit.

Especially when getting a content strategy off the ground. Problem is, these ToFu pieces take an age to provide results.

Why?

Well, for 2 reasons.

1. It’s often crazy competitive for these generic pieces
2. They target people in the initial stages of their research

It’s the second one that’s the true problem here.

These pieces are attracting people nowhere near ready to buy.

This audience has to go through several more steps before they’re ready to purchase from you.

To sell to them, you’d have to grab their contact details and slowly work through the stages of awareness, all the time hoping you’re not going to lose their interest or lose them to a competitor.

So what’s a better way of building a content strategy?