epic content marketing[perfectpullquote align=”full” cite=”” link=”” color=”” class=”” size=””]”Epic content fills a need. Your content should address some unmet need or answer a question your customers have. Epic content reliably delivers on the promises your brand makes.” — Joe Pulizzi[/perfectpullquote]

With this intention, are you ready to learn about creating content with a purpose?


There’s a lot that goes into a high-performing piece of content.

To begin with, what exactly is content?

To emphasize, content is the message your inbound strategy delivers.

In essence, content is what you’re trying to deliver to:

  • your visitors
  • leads
  • customers
  • promoters

In fact, there are different ways you can deliver your message:  blogs, emails, landing pages, social media, and beyond. 

To clarify, content pulls people from one stage of the inbound methodology to another.

epic content marketing

Source:  Hubspot

To repeat, the content you create:

  • attracts the right visitors to your site;
  • converts them into leads;
  • nurtures those leads;
  • close those leads into clients;
  • delights clients into promoters.

Content is the fuel

Content certainly is the fuel that powers a successful inbound strategy.

In the attract stage, content is surely what your blog posts or videos are made of. You optimize your content using keywords and you promote it using social media.

epic content marketing

Source:  Hubspot Academy

In the convert stage, content is chiefly:

  • what your website forms lead people to;
  • what your calls-to-action entice visitors to download.

convert stage

Source:  Hubspot Academy

Content is indeed what drives your visitors to convert into leads in the first place because it’s what they receive in exchange for their email addresses.

In the close stage, content is truly what builds the emails that your leads are opening.

epic content marketing

Source:  Hubspot Academy

Content is also what eventually delights your clients into promoters. Personalized content educates your clients and helps offer that outstanding customer service that creates promoters.

epic content marketing

Source:  Hubspot Academy

As you can see, content really is the fuel that keeps the inbound methodology running.

In the next section, we’ll discuss how to create content that increases your visibility and helps progress your visitor through every stage of the Inbound Methodology.

epic content marketing

Source:  Hubspot Academy

How do you create epic content?

Content is particularly crucial to your inbound strategy, but what makes a piece of content epic or remarkable?

Epic content is:

  • Content that makes people want to read, share, and come back for more;
  • The kind that captures your prospects’ attention.

If you want to create epic content, you’ll need to start building out your own content plan and process.

To illustrate, a content process typically has 4 steps.  Those steps are plan, create, distribute, and analyze.

epic content marketing

Source:  Hubspot Academy

Then, take what you learned in your analysis and repeat your content process all over again.

Let’s go through what each of those steps actually entails, starting with the planning portion.

How to Plan Your Epic Content

epic content marketing

Source:  Hubspot Academy

To explain, content is best defined by three things:

  • purpose
  • format
  • topic 

What is the purpose of your content?

epic content marketing

Source:  Hubspot Academy

In brief, is the purpose to get more people to your site, or to get them to convert to leads? There is a  big difference between these two.

To point out, content offers are forms of content that are typically gated by a landing page or behind a form. The purpose of a content offer is to convert visits to leads.

epic content marketing

Source:  Brendon Burchard

Whereas your blog posts, videos and website pages are open access to anyone on the internet. The purpose of these pieces of remarkable content is to attract strangers to your website.

epic content marketing

Source:  Brendon Burchard

Once you have an idea about the purpose, think about the format of your piece of epic content.

Different Ways to Format Your Content

With this in mind, content itself comes in many different flavors.

epic content marketing

Source:  Hubspot Academy

But what’s the difference between all these formats? Well, not much. You could tell the same story with almost each and every one.

Which format you ultimately choose to use depends on:

  • who you’re creating your epic content for;
  • how much time you have to create it;
  • how much information you have to present.

epic content marketing

Source:  Hubspot Academy

The Visual Element of Your Content

The information contained in your content is what helps your prospects achieve their own goals, and the design is what makes it easily accessible by your buyer personas.

Think for a moment. Is your buyer persona a visual learner? Then maybe consider using an infographic.

epic content marketing

Source:  Erickson International

For example, If you know they read blogs on a regular basis, maybe a blog post would work.

If you have a particularly valuable piece of content, maybe it belongs behind a form.

Test out different content formats and see what works best.

The final element of a piece of content is the content topic.

Content Creation Process

Figuring out a topic for your content is significantly one of the most important parts of content creation.

To easily come up with the best topic for every piece of content you create, there are just two things you need to know. These two things are the keys to creating epic content.

epic content marketing

Source:  Hubspot Academy

In order to create remarkable content, you have to tailor it to both your buyer personas and where they are in the buyer’s journey.

epic content marketing

Source:  Hubspot

Only then will you be able to create remarkable content that will transform your inbound efforts from ordinary to extraordinary.

Your Buyer Persona

Buyer personas are in fact who you’re trying to attract, convert, close, and delight—this is your ideal client.

Your buyer persona is specifically who you’re creating content for. The best content is the kind that your buyer personas want to read, share, and come back for.

Always, you need to create content with your buyer personas in mind.

Great content is educational. Your ultimate content goal then is to solve your buyer persona’s problems, and you can achieve this aim through education.

epic content marketing

Source:  Hubspot Academy

By all means, the first step to creating remarkable content is gaining a better understanding of who your prospects are, especially the ones you want to convert into leads and clients.

When you particularly know who they are, you can create the right content that perfectly suits their needs.

And what about the buyer’s journey? How does that play into remarkable content?

Well, your remarkable content is about your potential clients; the problems they’re having, and the answers they’re searching for.

In order to provide a solution, you have to first understand the problem. The buyer’s journey will help you achieve this aim.

The Buyer’s Journey

epic content marketing

Source:  Hubspot Academy

To demonstrate, the buyer’s journey is made up of 3 stages:  

  • awareness
  • consideration
  • decision.

epic content marketing

Source:  Hubspot Academy

As an illustration, in the awareness stage, a woman in her mid-forties is experiencing symptoms of feeling trapped on a dead-end street. In the consideration stage, she is seeking ways to find her life’s mission and live life passionately and on purpose.  In the decision stage, she is ready to dive in and hire the best coach or enroll in a personal development course that best suits her needs.

epic content marketing

Source:  Brendon Burchard

Why is the buyer’s journey important?

When creating content, the buyer’s journey is important because it can help you refine what your content is about while helping you create content that is relevant to your buyer persona’s place in the buyer’s journey.

What content is markedly appropriate in each stage of the buyer’s journey?

On the whole, it all comes down to what your content is about and how it’s positioned.

Is your content focused on the problem your buyer persona is experiencing?  That would be an awareness stage piece of content.

If your content is more about the solution to a problem, then it would be consideration stage content.

As for the decision stage, that’s when you begin to create content about your product or service, as your visitor has already determined a solution to her problem. Now she’s looking for answers and to take that next step.

As you can see, you want to be creating content for all of the different stages of the buyer’s journey.

Before you jump in and start creating content, simply identifying what your buyer persona is looking for in each stage of the buyer’s journey will help keep you aligned and consistent with your content creation.

It’s important to realize that there are specific formats of content that tend to perform better in different stages.

On the positive side, there are so many opportunities with the different types of content that you can create.

How to Create Your Remarkable Content?

epic content marketing

Source:  Hubspot Academy

Now that you have an idea for what you’re going to create, the next step is to actually produce that content, transforming those ideas into reality.

Your content doesn’t have to be lengthy or elaborate, you just have to set a plan and follow it. It all comes down to transforming your ideas, your plans, into real content assets to attract, convert, close, and delight.

But don’t forget, you’re not just trying to create content, you’re trying to create remarkable content.

There are a few best practices to keep in mind as you begin creating a piece of content.


epic content marketing

Source:  Hubspot Academy

The third step in the content process is distribution.

Leveraging Content Through Distribution

epic content marketing

Source:  Hubspot Academy

You can’t just create content; you also need to be sure it gets out into the world.

Your content needs to definitely be shared with the world in a way that helps you achieve your business goals.

How do you make distribution more effective then?

There’s a certain way you want to leverage your content through distribution.

To sum up, the right distribution technique gets the right content in front of the right person at the right time.

For instance, social media is a fantastic tool to use when promoting your content. There are many different social channels you can use.  Therefore, keep your buyer persona in mind and think about where they might be spending their time.

Use a social media scheduling tool in addition to help you save time.

Furthermore, calls-to-action (CTA) can be placed on your website to entice your website visitors to download or request your different offers. Also, use email to let your prospects know about the exciting new pieces of content you’ve created.

In summary, all of these methods work; you just have to be promoting continuously.

To conclude, think of content distribution as a way to maximize the shelf life of your content. 

epic content marketing

Source:  Hubspot Academy

The next step in the content process is analysis.

Metrics to Consider When Analyzing Your Content

epic content marketing

Source:  Hubspot Academy

To emphasize, just like every other aspect of an effective inbound strategy, you need to analyze your content’s efficacy in order to get the most out of it.

  • Are you creating content on the right topics?
  • Is it in the correct formats?
  • Is it being distributed in the right ways?

Knowing the answers to these questions can for sure help you be more effective moving forward.

Before washing and repeating, however, make sure what you’re doing is working. Why did it work? Why didn’t it? Use that insight to create better content moving forward.

What are the metrics to consider especially when analyzing content?

epic content marketing

Source: Hubspot Academy

Wrap Up

Last but not least, don’t forget to repeat

To conclude, repeat what’s working well for you and stop doing things that just don’t seem to be clicking.

One important thing to remember though about inbound marketing is that it’s all about testing things out and seeing what works well for you.

All things considered, take what you learned from each piece of content to help create more effective content down the road.



Also published on Medium.

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