In general there are various reasons to spend time on the Internet (via various devices and apps). Reasons can be:

  • entertainment – time spending
  • communication
  • information: question, look for an answer
  • product/service: problem, look for a solution
  • and probably many more

One thing it has in common, it is about content like text, pictures, movies, games etc.

If you (as a company) would like to make “your” visitor an action (for example buy your product), you can reach the visitor in the content. The best is when the visitor looks for solution for his problem and your product or services may be his solution. But you can also make your visitor aware of a problem he may have (for example there is a new smartphone which he didn’t know). The potential customer makes his customer journey on internet.

With content marketing you create the content and ship it to the right place (channels) on Internet. The right place is where the visitor is looking for an answer or solution OR where your potential clients may come for other reasons.

The challenge is to put the right content, in the right place, on the right time with the your target (for example more deals or subscribers).


A way, and probably the best way is to test your idea’s. For this you can use Build > Measure > Learn, agile approach which is used in Lean Startup.

The best is to start with your lessons learned and combine it with idea’s and trends. Based on this you can create content. For example you sell smart phones and discovered in your Adwords campaigns that people are looking for a smartphone with voice control.

You decided to create content about voice control on a smartphone. Content you can reuse on your website, in blogs, in text ads and banners. You classify it as a content item and assign the item to various channels.
After it you put everything online.

Now you’re going to measure for the target (for example deals) and define 2 or 3 sub-metrics like visits, returning visitors and bounce rate. You measure this content item-channel level, on content item level both cross content items (so additional value for other content items).

Based on the results (for example cost per conversion) you define your lessons learned. Based on the learnings you may decide to use the content item for more mass channels like radio and television, you test further on niches within this item or simply switch all channels off because the return on investment is too low.

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