4 Content Marketing Frameworks to add structure to your strategy

July 31, 2024 · by · in Uncategorized

Content marketing is appealing because it promises that well-crafted articles, videos, podcasts, and reports will attract potential customers. When done right, it can generate leads, close sales, and save money. However, many businesses struggle to develop a repeatable and effective content marketing strategy.

Without a clear strategy, companies may start strong but quickly lose momentum, unsure of which topics to cover and what their target audience wants. This is where content marketing frameworks come into play, providing structure and guidance for long-term success.

I do not care about content marketing. I just want inbound marketing – the lead gen method that works!

Why You Need a Content Marketing Framework

The main goal of content marketing is to deliver content that educates your customers. Potential buyers are searching for information online, and a well-planned content strategy can place your message in front of them at the right time.

To create relevant and engaging content, you need to know:

  • What your audience is searching for
  • Their challenges
  • What they’re looking for

A content framework helps uncover topics and keeps your team on track. It ensures that your content marketing efforts are strategic and aligned with long-term goals.

4 Content Marketing Frameworks

  1. The Hedgehog Concept

Jim Collins’ Hedgehog Concept, from his book “Good to Great,” advises focusing on what you excel at. Applied to content marketing, this means writing about topics that:

  • You enjoy
  • You have expertise in
  • Drive leads to your business

Focusing on these intersections ensures that the traffic to your site is well-suited to your offerings.

  1. The TOFU-MOFU-BOFU Framework

Sales and marketing often use a funnel to describe the buyer’s journey. This framework addresses the different stages of the funnel:

  • TOFU (Top of the Funnel): General content to entertain and inform early-stage buyers (e.g., blog articles, podcasts).
  • MOFU (Middle of the Funnel): Content for leads considering their options.
  • BOFU (Bottom of the Funnel): Content for late-stage buyers ready to make a decision (e.g., case studies, testimonials).

A good strategy provides content tailored to each stage of the buyer’s journey.

  1. Content Marketing Institute’s Content Operations Framework

This framework focuses on long-term success and outlines seven steps:

  1. Articulate the purpose of your content.
  2. Define the content mission.
  3. Monitor core objectives and results.
  4. Build and organize your team.
  5. Formalize a hierarchy for approvals.
  6. Create processes and workflows.
  7. Equip your team with the right technology.

While this framework doesn’t specify what to write, it provides a structure for sustainable content operations.

  1. They Ask, You Answer

Marcus Sheridan’s strategy involves answering customer questions directly on your website. The core of this framework is “The Big 5”:

  • Price: Explain the cost and factors influencing it.
  • ‘Best of’ lists: Top options for buyers to consider.
  • Reviews: Provide reviews related to your offerings.
  • Problems: Address the drawbacks and suitability of your products.
  • Comparisons: Offer head-to-head comparisons to aid decision-making.

This approach builds trust and connects with your audience by addressing their concerns transparently.

Creating Content Within a Framework

Businesses often start content marketing without a clear vision for long-term success, leading to inconsistent efforts. A framework provides a structured approach to content creation, allowing flexibility to adapt to your audience’s needs.

Choose a framework that aligns with your goals and stick to it. Track metrics to gauge performance and make necessary adjustments. For more guidance, check out IMPACT+ and the course “Your Role as a Content Manager” by Kevin Philips.

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For additional details, visit IMPACT and Content Marketing Institute.