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TOFU Content Top Stats

According to 70% of our respondents, organic search is the most efficient channel in attracting traffic at this funnel stage. And this is quite logical, as nowadays search engines have become the first place where people search for answers to their pains and questions.

Social media marketing and email marketing are the channels mentioned by 60% and 54% of marketers, respectively, which highlights the importance of delivering value through several touchpoints with audiences.

However, the importance of such tried and tested formats as landing pages (mentioned by 35% of marketers), as well as infographics and checklists (selected by 28% and 27% of marketers, respectively), did not diminish either. The latter two deliver information in a short and easy-to-understand form, and are designed to help website visitors clarify the problem they’re coping with and determine the main steps to solving it.

It’s no surprise that with the above formats our respondents use the number of visitors as their core metric (73%) to evaluate content success. Then comes conversion rate with 54% of the votes and time on page with 52%.

MOFU Content Top Stats

BOFU Content Top Stats

As the deal moves to its closure, 51% of marketers rely on the product overview as the main factor that drives payments, trying to explain the value they deliver in every detail.

Other arguments for the purchase are believed to be found in customer reviews (49% of votes) and success stories (43% of votes).

At this stage, marketers tend to give more priority to user-created content, hoping that the experiences and positive feedback of existing customers will help convert prospective ones.

It’s no surprise that at the bottom of the funnel the majority (73%) of marketers use conversion rate and other income-related metrics such as the number of payments (53%) and ROI / ROMI (43%) to measure their success.

Tactics Used to Build an Effective Content Marketing Funnel

In the last part of the survey, we tried to find out how marketers decide which content to create for each stage of the funnel, and how they follow and interconnect it throughout the stages.

We learned that the absolute majority (88%) decide what content to create based on keyword research, and 73% rely on competitor analysis. Almost half of respondents (49%) use in-house knowledge and results to decide on what content to create – they conduct content audits and refer to the sales or customer support team.

Encouraging prospects to move through the funnel was considered one of the most challenging tasks when building a funnel by 50% of our respondents. 71% of them use email follow-ups to facilitate the process, 67% try to improve internal links and make the content easier to find, and 56% suggest related content to answer more specific queries.

Survey Methodology

We asked 350 employees of digital marketing agencies, nonprofits, and other organizations all over the world to share their content marketing expertise.

The majority of our respondents (41%) work for small businesses (companies of 1-10 employees), which are mostly either B2B (43%) or B2C (33%) companies.

If you’d like to learn more about the funnels they build, check out the full “Survey Results on Building an Effective Content Marketing Funnel” published on the SEMrush blog.

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Anatomy Of An Alcohol Transport

Anatomy of an Alcohol Transport What actually happens when BU students drink too much

Most students heading out on a weekend night to the GAP—Allston’s infamous house party district along Gardner, Ashford, and Pratt Streets—never imagine that their night will end in an emergency room. That, however, can be their final destination if they drink too much and pass out at a house party, stagger home along Commonwealth Avenue, or swipe a credit card instead of their student ID when entering their dorm—three actions that can suggest to friends, passersby, resident assistants, and security staff that they are in need of help from the Boston University Police Department.

Since January 2012, the BUPD has overseen the medical transports of more than 460 students who drank too much, most of them freshmen and sophomores living in on-campus housing. Nearly an equal number of male and female students were transported across all age groups, except among sophomores, where roughly two-thirds of cases were women. A medical transport can be a frightening and embarrassing experience (parents are informed), so frightening and embarrassing that, police say, very few students require more than one. But unless a student has personally experienced it, what actually happens during a medical alcohol transport remains a mystery. To unravel that mystery, BU Today spoke with several people involved with transports. We also contacted students who had been transported, but none were willing to talk about the experience.

First, a little perspective.

“The reality,” says Leah Barison, a Wellness & Prevention Services counselor at Student Health Services (SHS), who works with students who’ve been transported, “is that one in three BU students chooses not to drink. And among those who do drink, two out of three do so responsibly. For the most part, people are not massively overdoing it, but they tend to think that others are doing it more.”

That skewed perspective can fuel rash decisions. “For a lot of students, their first year of college is the first time they’ve tried alcohol, and they aren’t aware of their limits,” says Katharine Mooney, director of Wellness & Prevention Services. “They just want to meet people and make friends, and alcohol is used as a social lubricant to do that.”

A call for help

Medical transports usually begin with a call to BU Police. Often, someone realizes that a friend or acquaintance is dangerously drunk. More often, an RA recognizes the signs of alcohol poisoning and calls for help.

“I’m certain that over the years, RA intervention in incidents involving intoxicated students has saved lives,” says David Zamojski, assistant dean of students and director of residence life.

When police arrive, they consider two options: they can bring the student in for protective custody to sober up, or they can call an ambulance to get the student medical attention. Most prefer the second choice. “We don’t know how much they drank or if they took drugs,” explains Thomas Robbins, BUPD police chief. “We want them to be safe.”

Since the beginning of fall semester, at least 40 students have been transported to the Boston Medical Center (BMC) emergency room. During the peak period, the weekend of September 25 through 28, 13 were brought to the hospital. That number alarmed University officials, who are now seeing the number of transports decrease as the semester progresses. September and October are historically the worst months for transports, and—for unknown reasons—February and April come in close behind. Overall, transports have been decreasing since 2011, when the number for the year rose above 250.

Students have criticized the BUPD, claiming that they send drinkers to the ER when they’re just tipsy, but Mooney says that’s not true, noting that last year’s average blood alcohol content (BAC) among transported students was 0.19, more than twice the legal limit in Massachusetts for driving.

Time as treatment

Andy Ulrich, executive vice chairman of the BMC emergency department, says impaired students arrive at his ER unable to have a coherent conversation, are generally uncoordinated, and often fall asleep. Sometimes he and his staff give students a Breathalyzer to get an accurate read on their BAC or start an IV to prevent dehydration. In most cases, “time is the treatment,” he says. “It’s a pretty standard equation, how long it’s going to take for their BAC to come down.

“Rarely do we have to do anything more extensive or more aggressive,” adds Ulrich, who’s also a School of Medicine associate professor of emergency medicine. “Certain drugs can be treated with an antidote or by pumping the stomach, but the effects of alcohol are so quick after you take it, there’s nothing left in the stomach to pump to lower the alcohol level.”

Ulrich says he worries less about alcohol poisoning than sexual assault and secondary injuries from falls or car accidents. He and his staff also monitor students for signs of drug use, and they try to determine whether the alcohol binge was spurred by out-of-hand social drinking or if it might mask a chronic problem, suicide attempt, or mental illness.

Students are free to leave the ER once they sober up, Ulrich says, and they are released into the custody of a family member or friend. The physical trauma is mostly behind them; now they face the mental, emotional, and social challenges awaiting them back on campus.

Alcohol 101

The University requires all medically transported students to attend counseling through Wellness & Prevention and to use an online educational program called Alcohol eCHECK UP TO GO, which provides accurate and personalized feedback. Barison and her colleague Dawn Belkin Martinez, an SHS social worker, receive a list of all medically transported students from the BUPD each week, and they reach out to them to schedule counseling sessions.

Barison says most come in willingly and express a mix of emotions. They feel disappointed in themselves, and they worry about what their families will think. They also worry about their scholarships and athletic status.

While her office encourages abstinence, Barison teaches harm reduction by attempting to provide students with the skills they need to drink safely. Counselors and students discuss drink sizes and alcohol content (a Solo cup filled to the brim is 18 ounces, or a beer and a half). They cover the meaning of BAC, and how weight and birth sex determine how much a drink will affect them over time. And they talk about alcohol’s biphasic effect, where one drink can act like a stimulant and feel good, but additional drinks push students to the “point of diminishing returns,” leading to a loss in coordination, speech, and judgment.

There’s a tendency to think that “some is good, more is better,” Barison says. “With alcohol, that’s not the case.” She helps students brainstorm strategies for how to drink more responsibly, such as eating beforehand, spacing out drinks, and sticking to a nightly limit.

Barison then sends students away with homework. They keep track of their drinking on a notecard and complete e-CHECK UP. She and the students review this information in a follow-up session, and they discuss a plan for moving forward.

Should the situation call for it, Barison may refer students to Behavioral Medicine at SHS for short-term mental health counseling or to an outside provider for long-term care. If she perceives a chronic drinking problem, she gives them a list of support groups, such as Alcoholics Anonymous, which holds a meeting at Marsh Chapel every weekday from 1 to 2 p.m.

(No) crime and punishment

Students transported from residence halls meet with a Residence Life official to discuss the incident, while those transported from public property or off-campus housing meet with a Judicial Affairs officer. They are reminded that first offenses could mean University probation and a $100 fine. Second offenses up the ante. Students with a second on-campus offense could lose housing privileges, while those found off-campus or on public property could face deferred suspension. Third offenses are rare, but they could trigger suspension from BU.

“Things do change after a second transport,” says Alan Brust, Judicial Affairs assistant director. “If it happens again, you may have a serious problem, at which point we may have to talk about you going home to sort it out.”

Underage students often fear they or their intoxicated friends will get in legal trouble if they call the BUPD for help. Robbins says that unless they’ve committed a crime such as vandalism or assault, there will be no repercussions from his department. “It’s more important that you get help for your friend,” he says.

Zamojski says students who call the BUPD to have themselves or a friend transported do not face University sanctions. “The University will not give you a record if you get medical attention for a friend who needs it,” says Kenneth Elmore, dean of students. Bottom line, say all concerned, if you see someone in trouble from drinking too much, make the call. It could save a life.

Students have to remember “that they’re not bystanders,” Elmore (SED’87) says. “It’s up to all of us to look after each other” by acting confidently, managing a night out responsibly, and keeping an eye on those who don’t. “I want you to have all the fun you can stand,” he says, “but I want you to have a plan to do that.”

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20 Best Content Marketing Tools

What’s in your content marketing toolbox?

Today’s consumers are thirsty for great content. But crafting compelling content and pushing it out to the right platforms is often easier said than done.

Content marketing is many jobs rolled into one; let’s admit it, we could all use a little help!

This is where content marketing tools come in.

From grammar-checkers to AI-driven software and content-optimizing tools, there are tons of handy options to help your content sing.

In this post, I’ll cover the top picks for the best content marketing tools available.

1. BuzzSumo

Primary Features: Content research, influencer marketing, content analysis, trending topics, and performance monitoring.

In content writing, the challenge starts long before you type in the first word.

There’s an often lengthy research process involved when it comes to generating content ideas, scoping out the competition, and identifying the right target keywords.

BuzzSumo simplifies the content research process by pulling in popular posts based on keywords.

These results can then be sorted according to their reach on social networks like Facebook, Twitter, and Pinterest.

This allows you to scrape the web for content ideas that pique your target audience’s interest.

You can also use custom filters to refine your search further.

For example, you can look specifically for “how-to” posts, narrow your search to a specific country, exclude a certain domain, and much more.


Customizable to your content marketing goals.

Detailed performance metrics and analytics.

Multi-purpose content planning and marketing features.


High cost.

Annual contracts only.

No A/B testing on lower-tier plans.

2. Buffer

Primary Features: Social media content planning, social media content scheduling, user insights, social content analytics, content marketing workflows, and team collaboration.

Buffer is an all-in-one social media content marketing tool that empowers you to grow your audience, engage users with compelling content, and track the performance of your social media content.

In fact, Buffer includes more features than I can think to exclude from this list!

Buffer will help you determine the best days, times, and channels to publish your content, what content resonates most with your audience, and what content you should publish next.

You can tap into their content marketing analytics, user insights, engagement data tools, and more.


All-in-one social media content marketing tools.

Plan, schedule, publish, and monitor content in one dashboard.

Collaborate with your team and streamline your workflow.

Very affordable.


Limited to social media channels.

No SEO tools.

The “Free” tier has limited analytics features.

3. Semrush

Primary Features: Keyword research, keyword gap analysis, competitor analysis, content editor, and social insights.

Semrush is a favorite amongst SEO professionals due to the wealth of data and insights it provides, not only when it comes to SEO, but also competitor research, content creation, and link building.

You can use the Keyword Magic Tool to find high-search volume, low-competition keywords to turn into a webpage and blog post ideas.

Then, you can use the SEO Content Template and SEO Writing Assistant to optimize your content for search engines better.

This will help you increase your organic traffic, attract backlinks, and stand out from the competition.


Free and paid subscriptions.

All-in-one SEO and content tool.

Easy-to-use interface.


High cost of Guru and enterprise tiers.

Limited social media marketing tools.

No video content marketing features.

4. Constant Contact

Primary Features: Email templates, email campaigns, email marketing analytics, and A/B testing.

Constant Contact is a cloud-based email marketing platform that empowers business owners and marketers to run highly targeted, engaging email campaigns.

You can even create customer surveys, newsletters, and email courses.


Free “list building” tools to grow your subscriber base.

A/B test subject lines and email copy.

Track open rates and engagement metrics.

Create landing pages and social media campaigns.


High cost for lead gen and customer relationship management (CRM) package.

No built-in SEO features.

5. Asana

Primary Features: Project management, team collaboration, lead tracking, content workflows, automation.

Asana is a project management tool that allows teams to collaborate on projects, monitor deadlines, share details, and more.

This makes it easy to stay on deadline and ensure quality control for your content.


Super customizable to your business goals and projects.

Cross-user and cross-team collaboration.

Create tasks, set deadlines, share materials, and automate workflows.


(Somewhat) steep learning curve.

No built-in content planning features.

No SEO features.

6. Surfer SEO

Primary Features: SERP analysis, content outlines, content editor, competitor research.

Surfer SEO is one of the best tools on the market for SEO content creation.

Essentially, Surfer SEO works to analyze the top-ranking search results for your target keyword.

It provides an array of suggestions to help you create content that will be competitive in search.

These suggestions might include aiming for a target word count, including your target keyword in your page title, or increasing keyword usage on the page.

Surfer SEO also provides docs allowing you to write, analyze, and optimize your content in one place.


Automated search engine results page (SERP) analysis.

Word content and keyword density recommendations.

Create and share content outlines.


High cost.

No keyword research tools.

No content scheduling features.

7. Grammarly

Primary Features: Grammar checker, readability checker, Chrome extension.

It’s one thing to create content optimized for search engine bots and another altogether to create content that users want to read.

A great content marketer can do both.

With Grammarly, you can improve your content’s readability so you drive traffic and encourage users to read your content from start to finish.

Grammarly provides a free Google Chrome plugin that analyzes your content for grammar issues and readability.

Plus, it can be used in Google Docs, on social media, and across various content platforms.

Grammarly takes the stress out of checking your content for spelling errors and readability issues.

You can edit your content in real-time and then rest easy knowing it’s error-free and optimized for your audience’s reading level.


Easy-to-use Chrome extension.

Grammar checker for Google Docs, social media, and email.

Free version available.


Does not grammar-check all platforms.

Primarily a grammar-checking/proofreading tool.

8. Ubersuggest

Primary Features: Keyword recommendations, topic ideation.

While intended as a tool for keyword research, Neil Patel’s Ubersuggest can also help you find content ideas that will get your audience’s attention.

It expands the seed keyword using suggestions from Google Suggest and Google Ads Keyword Planner.

In some cases, Ubersuggest results include keyword ideas that can be used as content titles right off the bat. These are usually long-tail keywords that include three or more terms.

With Ubersuggest, you have a near-endless supply of search-worthy content ideas.


Keyword data directly from Google Keyword Planner.

Data-driven topic recommendations.

Backlink data available.



Limited to web content topic ideas.

No social media planning tools.

No video content marketing features.

9. leadfwd

Primary Features: Website visitor analytics, conversion optimization, lead follow-up.

Leadfwd is a website where you can turn an unknown visitor into a potential lead.

That means if a seemingly anonymous visitor ventures to your site, you may be able to capture their information, follow up, and turn them into a paying customer.

This is a highly valuable tool, particularly for marketers. Lead generation is one of the most important tasks for any digital marketing company.

While the name might suggest that it is not a tool that helps your content creation, the opposite is true.

Since it tells you how visitors spend their time on your website and shows the graph of the session, you can use this information to alter your content and make people spend more time on your website.

In fact, with the use of artificial intelligence (AI), the tool can scan your website in real-time to deliver dozens of insights that help with lead generation and content creation.

For example, the company sector, contact info, key personnel, social footprint, and many more are very much needed to contact the prospect and adapt your content for the right audience.


Driven by AI technology.

Captures visitor data in real time.

Streamlines lead follow-up.

Email marketing features.


Does not include content topic ideation.

Does not capture all user information (limited).

“Build your growth stack” model for pricing (no baseline cost).

10. Awario

Primary Features: Social listening, social media monitoring, social media content planning.

Awario is a unique tool that lets you monitor and “listen” to people’s conversations on social media.

With this feedback, you can better spot and correct any mistakes you’re making with your content.

What better way to improve your content than to get feedback directly from users?

This tool allows you to bypass surveys and messenger bots to gain insight directly from the source.

You can use this information to create a better user experience on your website.


Detailed sentiment analysis and user analytics.

Create social media alerts.

Influencer monitoring and insights.


Specific to social media marketing.

API and White Label features are only available at the Enterprise subscription level.

11. Portent’s Content Idea Generator

Primary Features: Blog post topic ideation, related user questions.

Portent’s Content Idea Generator is another awesome tool that can give you various content ideas within seconds.

What’s better, it’s a completely free tool that’s simple to use and provides an endless supply of content topics that you can easily turn into blog posts.


Very easy to use.

Great for generating blog post titles.



Limited to blog post topics.

No other content marketing features.

Occasional “weird” outputs.

12. Quora

Primary Features: User questions, authority building, community building.

Sometimes, the best source of attention-grabbing content ideas is the online community itself.

Using Q&A websites like Quora, for example, is a great way to stay in touch with what your target audience is asking.

Simply use the built-in search feature, and a handful of useful suggestions will pop up:

You can comb the Quora results for blog post ideas, questions for your FAQ pages, and more.

You can even leverage Quora to promote your content by offering it as an answer.


Easily find user questions for your niche.

Respond to audience questions.

Find brand mentions.


Backlinks are not guaranteed.

High competition in responding to user questions.

No other content marketing features.

13. AnswerThePublic

Primary Features: Blog post topic ideation, related user questions.

AnswerThePublic is a free content idea generation tool that provides a “web” of terms or topics users often search for on the web.

Simply enter a primary topic (say, [Pinterest marketing]), and AnswerThePublic will provide a visualization of topics you can turn into blog articles or webpages.

In addition, this tool provides limited data on how these search terms are used, which related terms exist, whether the topics are framed as a question or a comparison, and more.

This is certainly handy if you are completely stumped on what to write about on your blog or social media channels.


Easy-to-read “web” of topic ideas.


Includes related questions and comparison topics.


Topic recommendations are not infinite.

No keyword data is provided.

No other content marketing features are included.

14. Slack

Primary Features: Team collaboration, multi-tool integrations, automation, project management.

Slack is perhaps the most popular collaboration tool for businesses, marketers, and teams.

This is due to its user-friendly interface and, let’s face it, a fun atmosphere that allows users to share images, documents, memes, videos, and more.

Slack is designed to replace your traditional email communication.

It also adds value to the company’s management, as you can monitor when your employees are logging in and out.

How does this relate to content creation?

Well, in any organization, communication among all departments is crucial.

Slack makes it easy to collaborate across departments and ensures that each piece of content passes through the right hands.

For example, your SEO team can easily provide the target keywords for the post, your writer can write the first draft, and your editor can put the finishing touches on your content – all within Slack.

This saves time and expedites the content creation process.


Easy-to-use messaging and team collaboration app.

Mobile application available.

Set automated reminders.

Integrates with tons of tools.


No built-in content planning tools.

Primarily a team collaboration app.

No content scheduling tools.

15. Google Docs

Primary Features: Content doc, file saver, team collaboration.

If you already use a different communication app and simply need something that helps with file collaboration, then you should check out Google Docs.

This is a minimalistic, cloud-based app that allows you to:

Write content.

Add files.

Include images.

Create to-do lists.

Pretty much everything else you’d expect from a word processor.

Google Docs integrates with other online tools, such as Airtable, Typeform, Trello, Google Forms, and many more.


Completely free.

Integrates with many other content marketing tools.



Limited to content writing, document sharing, and file saving.

No built-in SEO or social media features.

No content scheduling features (though templates are available).

16. Yoast SEO

Primary Features: On-page SEO, WordPress plugin, readability checker.

As a content marketer, you’ve likely heard of WordPress – the most-used content management system for website creation.

If you currently use it in your projects, then the Yoast SEO plugin is definitely a must-have.

Once installed, Yoast works by rating the readability and SEO-friendliness of your content in real time.

It also highlights the specific issues you need to be mindful of as you work:

You can also use Yoast to set a focus keyword for each individual post.

This will provide you with a checklist of objectives that can ensure the optimization of your content.

Keep in mind that Yoast is not the end-all-be-all when it comes to SEO, though.


Easy-to-use “SEO checker.”

Suggests on-page SEO improvements.



Not a replacement for SEO keyword research.

SEO recommendations do not consider user intent.

Does not include technical SEO.

17. Hemingway App

Primary Features: Readability checker, grammar checker, content editor.

Like Grammarly, the Hemingway App serves as a free online writing assistant but differs in that you paste your content directly into the content editor.

The tool then analyzes your content for readability, passive voice, and any spelling and grammar issues your content may have.

Why does readability matter?

Well, each audience has a certain level of understanding regarding the topic you’re writing about.

For example, writing about SEO for marketers will likely involve more complex terms and explanations than if you write for a novice audience.

Tools like Grammarly and the Hemingway App help you pare down your content and write in a way that makes sense to your target audience.

Generally, you should aim for a readability “Grade” of five to eight for most audiences.


Easy-to-use grammar-checker.


Helps improve readability and phrasing.


Not an all-in-one proofreading tool.

No built-in SEO features.

18. Inspectlet

Primary Features: Content analytics, performance insights, user behavior insights.

Let’s face it: Even the most skilled content marketers have room for improvement.

They only need a clearer view of certain performance metrics to figure out what works, what doesn’t, and how to turn these insights into data-driven decisions.

Inspectlet is one of the best content analytics tools to help you accomplish all three goals.

Inspectlet records a video of user behavior, so you can know how long they were on your website, how they engaged with your content, and which elements grabbed their attention.

With this tool, you can also identify where your website is lagging if someone leaves it after facing an issue on your site.

Based on these analytics, you can create your content and make it more appealing to your readers.


Analyzes website lag time.

Monitors user engagement and on-site time.

Detailed analytics to inform on-site improvements.


Not an all-in-one conversion rate optimization (CRO) tool.

Poor user reviews regarding customer service.

19. Google Analytics

Primary Features: Website traffic analytics, goal tracking, conversion tracking, audience insights, SEO insights.

It’s impossible to leave out Google Analytics if we’re talking about the top analytics tools.

Google Analytics is a free platform that can help you improve your content, optimize your website, and examine the source(s) of your traffic.

With Google Analytics, you can easily measure important engagement metrics such as page views, average session duration, and bounce rate.

This will allow you to identify specific types of content that appeal to your existing audience.

For example, if you notice that your content on email marketing performs significantly better than other posts, you can double down on that topic to maximize your results.

To learn how to integrate Google Analytics into your website, you can follow a step-by-step guide here.

Discover the different reports and features to leverage from this Search Engine Journal article.


In-depth website traffic analytics and insights.

Customizable dashboards.

On-site goals and conversion tracking; can assign monetary value.



Steep learning curve.

Not all keyword data is available.

Data may be influenced by spam and bot traffic (filters available).

20. Raven Tools

Primary Features: Keyword research, competitor research, SERP analysis, backlink analysis, SEO performance data.

Raven Tools provides a full stack of SEO and analytics tools to help you increase your web traffic and optimize your content.

Trusted by thousands of agencies, Raven Tools is a top option for those looking to generate detailed analytics reports and gain insight into creating better content for users.

Raven Tools also provides tools for keyword research, competitor analysis, and backlink analysis to implement a holistic SEO strategy.

You can then track the success of your content in terms of keyword rankings, traffic, and social media shares.


Easy-to-use dashboards.

White-label SEO audits/reports available.

(Near) all-in-one SEO tool.

Detailed SEO performance data and insights.


High cost.

No social media content features available.

No built-in content editor (compared to Semrush and Surfer SEO).


In the modern marketing landscape, content marketers must often wear many hats to do their jobs effectively.

After all, content is the lifeblood of any digital marketing strategy – the secret sauce that will help you establish your brand online.

You can argue that content marketing isn’t all about who has the bigger guns, but tools can make a huge difference in a competitive world.

In this guide, you’ve discovered some of the top tools for creating amazing content like a pro.

A Marketing Calendar Template To Plan Your Content For 2023

Setting yourself (and your organization) up for success means having a solid marketing plan.

You need a detailed strategy that identifies specific holidays and events you can leverage to maximize the impact of your brand.

But it’s so much work to create.

If only there were some incredible resources you could use. Like a ready-made calendar with all the holidays in one convenient, customizable, and easily referenceable table you could use to help you create your own 2023 marketing calendar…

Just think of how convenient it would be to identify National Weed Your Garden Day (June 13), Better Breakfast Month (September), or International Firefighters Day (May 4) with just a quick glance.

Maybe you didn’t even know holidays like NASCAR Day (May 19), World Tourism Day (September 27), and Meat Week (January 29-February 5) exist.

And you’re in luck – we’ve done all the work to create a marketing calendar template for you. And best of all, it’s free.

Free Marketing Calendar And Template For 2023

Some marketers are like the ant in Aesop’s famous fable, planning for the coming year to ensure they’re moving into a new year with a defined and well-thought-out strategy.

And then there are the grasshopper types, who will suddenly recall mid-Christmas break that they don’t have anything on the calendar for 2023.

No matter which one you are, we’re here to help.

2023 Marketing Calendar

Here is your marketing calendar for 2023. We’ve created a list of events, holidays, and celebrations, plus a handy template to help you market more effectively this year.

Much of the calendar is focused on the U.S. and Canada, with some major international and religious holidays.

Use the tab titled “All Holidays + Google Calendar” to Google Calendar.

Your 2023 Holiday Marketing Calendar

This calendar is separated by month, so you can jump to whichever month you need:


A new year means a new start.

Whether your goal is to stop smoking, lose those pounds you’ve accidentally packed on since Thanksgiving, or take a more positive view of the world, this is the time when it all starts.

And outside of new resolutions, you also have college football bowl games, the Sundance Film Festival, and National Hat Day to look forward to.

Monthly Observances

Weight Loss Awareness Month

National Blood Donor Month

National Thank You Month

National Hobby Month

National Hot Tea Month

Learn to Ski and Snowboard Month

National Slow Cooking Month

National Skating Mont

Weekly Observances

January 1-7 – Diet Resolution Week

January 1-7 – National Thank Your Customers Week

January 8-14 – Home Office Safety and Security Week

January 15-21 – Hunt For Happiness Week

January 16-22 – Sugar Awareness Week

January 22-28 – National School Choice Week

January 23-27 – Clean Out Your Inbox Week

January 29-February 4 – Meat Week


January 1 – New Year’s Day

January 1 – National Hangover Day

January 1 – Outback Bowl

January 1 – Rose Bowl

January 1 – NHL Winter Classic

January 2 – Science Fiction Day

January 3 – Festival of Sleep Day

January 4 – Trivia Day

January 5 – National Bird Day

January 5-8 – PGA Tournament of Champions

January 6 – National Bean Day

January 6 – Cuddle Up Day

January 7 – Orthodox Christmas

January 8 – Elvis’s Birthday

January 9 – College Football Playoff National Championship

January 10 – Golden Globes

January 10 – National Bittersweet Chocolate Day

January 10 – Houseplant Appreciation Day

January 10 – National Clean Off Your Desk Day

January 12 – Stick to Your New Year’s Resolution Day

January 13 – National Rubber Ducky Day

January 14 – Dress Up Your Pet Day

January 15 – National Hat Day

January 17 – Ditch New Year’s Resolutions Day

January 17 – Martin Luther King, Jr. Day

January 18 – Winnie the Pooh Day (Author A.A. Milne’s birthday)

January 19 – National Popcorn Day

January 19-29 – Sundance Film Festival

January 20 – Penguin Awareness Day

January 20 – National Cheese Lover’s Day

January 21 – National Hugging Day

January 22 – Chinese New Year

January 23 – National Pie Day

January 24 – Compliment Day

January 24 – National Peanut Butter Day

January 24 – Community Manager Appreciation Day #CMAD

January 25 – Opposite Day

January 26 – Spouse’s Day

January 27 – Chocolate Cake Day

January 27-29 – Winter X Games

January 28 – Data Privacy Day

January 29 – National Puzzle Day

January 31 – Backward Day

Popular Hashtags For January:
















Though it’s only 28 days long, February is jam-packed with events you can leverage for your marketing campaigns.

Spread the love on Valentine’s Day, celebrate the end of winter (or lament its continuation) on Groundhog Day, and do some good deeds for Random Acts of Kindness Week.

Need a few more ideas to flesh out your calendar? Scroll on.

Monthly Observances

Black History Month

American Heart Month

National Heart Month

National Weddings Month

National Cherry Month

Weekly Observances

February 5-11 – Children’s Authors and Illustration Week

February 9-15 – New York Fashion Week

February 12-18 – Freelance Writers Appreciation Week

February 12-18 – International Flirting Week

February 19-25 – National Pancake Week

February 14-21 – Condom Week

February 14-20 – Random Acts of Kindness Week


February 1 – National Freedom Day

February 2 – Groundhog Day

February 3 – Give Kids a Smile Day

February 3 – Bubble Gum Day

February 3 – Wear Red Day

February 4 – World Cancer Day

February 5 – World Nutella Day

February 5 – National Weatherperson’s Day

February 6 – National Chopsticks Day

February 7 – Send a Card to a Friend Day #SendACardToAFriendDay

February 8 – Boy Scout’s Day

February 9 – National Pizza Day

February 10 – Umbrella Day

February 11 – Make a Friend Day

February 12 – Lincoln’s Birthday

February 13 – Super Bowl Sunday

February 14 – Valentine’s Day

February 15 – Susan B. Anthony’s Birthday

February 15 – Singles Awareness Day

February 17 – Random Acts of Kindness Day

February 18 – Drink Wine Day

February 20 – Love Your Pet Day

February 20 – Presidents Day

February 21 – Fat Tuesday/Mardi Gras

February 22 – Ash Wednesday

February 22 – Washington’s Birthday

February 22 – Margarita Day

February 22 – Walk Your Dog Day

February 24 – National Tortilla Chip Day

February 26 – National Pistachio Day

February 28 – Floral Design Day

Popular Hashtags For February:












The beginning of spring, March Madness, and, of course, St. Patrick’s Day – who doesn’t love March?

Okay, that whole coming in like a lion thing is a little rough, but even on the coldest days, you can take heart that the worst is almost over.

Here are some holidays and events you can use to make your brand’s March a great one.

Monthly Observances

Women’s History Month

Nutrition Month

Peanut Month

Music in Our Schools Month

Craft Month

Irish Heritage Month

American Red Cross Month

March for Meals

The Great American Cleanup

Ramadan begins on March 22

Weekly Observances

March 6-12– Girl Scout Week

March 12-18 – Campfire Birthday Week

March 13-19 – National Sleep Awareness Week

March 27 – Apr 2 National Cleaning Week


March 1 – Peanut Butter Lover’s Day

March 2 – National Read Across America Day (Dr. Seuss Day)

March 3 – World Wildlife Day

March 4 – Grammar Day

March 4 – Day of Unplugging

March 4 – Employee Appreciation Day

March 6 – Dentist’s Day

March 6 – Oreo Day

March 7 – Cereal Day

March 8 – International Women’s Day

March 10 – Popcorn Lover’s Day

March 12 – Daylight Savings

March 12– Girl Scout Day

March 12 – 95th Academy Awards Ceremony

March 13 – National Good Samaritan Day

March 13 – Napping Day

March 14 – Pi Day

March 15 – The Ides of March

March 17 – St. Patrick’s Day

March 17 – World Sleep Day

March 18 – Awkward Moments Day

March 20 – First Day of Spring

March 21 – World Down Syndrome Day

March 21 – International Day for the Elimination of Racial Discrimination

March 22 – World Water Day

March 22 – Ag Day (Agriculture Day)

March 22 – American Diabetes Association Alert Day

March 22 – First day of Ramadan

March 23 – Puppy Day

March 26 – Purple Day for Epilepsy Awareness

March 26 – Earth Hour Day

March 29 – Mom & Pop Business Owners Day

March 30 – National Doctor’s Day

March 30 – Baseball Opening Day

March 31 – Crayon Day

March 31 – Transgender Day of Visibility

Popular Hashtags For March:




















Just listen to those birds singing and the bees humming – April is a time of natural rejuvenation.

Give your targets and customers a laugh with an April Fool’s prank, schedule an event around the Master’s tournament (or hit the links yourself), and show your love for our planet on Earth Day. Just don’t forget taxes are due on the 15th.

For more ideas, we’ve provided a list below.

Monthly Observances

Earth Month

National Volunteer Month

National Autism Awareness Month

Keep America Beautiful Month

National Garden Month

Stress Awareness Month

National Poetry Month

Ramadan ends on April 21

Weekly Observances

April 17-23 – National Volunteer Week

April 17-23 – Animal Cruelty/Human Violence Awareness Week

April 24-30 – Administrative Professionals Week

April 24-30 – National Princess Week

April 25-29 – Every Kid Healthy Week


April 1 – April Fool’s Day

April 2 – Palm Sunday

April 2 – Equal Pay Day

April 2 – World Autism Awareness Day

April 2 – National Peanut Butter and Jelly Day

April 3 – Don’t Go To Work Unless it’s Fun Day

April 3 – Find a Rainbow Day

April 4 – School Librarian Day

April 3-9 – Masters Tournament PGA

April 6 – National Walking Day

April 7 – Good Friday

April 7 – National Beer Day

April 7 – World Health Day

April 9 – Easter Sunday

April 9 – Winston Churchill Day

April 10 – Golfer’s Day

April 11 – National Pet Day

April 12 – National Grilled Cheese Day

April 15 – National Titanic Remembrance Day

April 15 – Tax Day

April 14-23 – Coachella Music Festival

April 17 – Boston Marathon

April 18 – Patriot’s Day

April 20 – Lookalike Day

April 21 – National High-Five Day

April 21 – Last day of Ramadan

April 22 – Earth Day

April 27 – Denim Day

April 27 – Administrative Professionals Day

April 28 – Take Your Daughter and/or Son to Work Day

April 28 – National Superhero Day

April 28 – Arbor Day

April 30 – National Honesty Day

April 30 – National Adopt a Shelter Pet Day

Popular Hashtags For April:


















School is winding down, temperatures are heating up, and barbecue grills are being lit – it can only mean the arrival of May.

Monthly Observances

ALS Awareness

Asthma Awareness

National Celiac Disease Awareness Month

Clean Air Month

Global Employee Health and Fitness Month

National Barbecue Month

National Bike Month

National Hamburger Month

National Salad Month

National Photo Month

Gifts from the Garden Month

Lupus Awareness Month

National Military Appreciation Month

Weekly Observances

May 1-7 – National Pet Week

May 1-7 – National Travel & Tourism Week

May 1-7 – Drinking Water Week

May 2-6 – Teacher Appreciation Week

May 6-12 – Nurse’s Week

May 8 – May 14 – Food Allergy Awareness Week


May 1 – May Day

May 1 – Mother Goose Day

May 3 – Thank A Teacher Day

May 3 – National Teacher’s Day

May 4 – Star Wars Day

May 4 – National Firefighters Day

May 5 – Cinco De Mayo

May 5 – World Password Day

May 6 – National Nurses Day

May 6 – Military Spouse Appreciation Day

May 6 – Kentucky Derby

May 8 – World Red Cross and Red Crescent Day

May 10 – National Receptionists Day

May 11 – Eat What You Want Day

May 14 – Mother’s Day

May 14 – World Fair Trade Day

May 15 – National Chocolate Chip Day

May 16 – Love a Tree Day

May 18-21 – PGA Championship

May 19 – NASCAR Day

May 20 – National Bike to Work Day

May 20 – Be a Millionaire Day

May 20 – Armed Forces Day

May 22 – Victoria Day (Canada)

May 25 – Red Nose Day

May 25 – Geek Pride Day

May 25 – National Wine Day

May 26 – Sally Ride Day

May 28 -June 11 – French Open

May 28 – Indianapolis 500

May 29 – Memorial Day

May 31 – World No-Tobacco Day

Popular Hashtags For May:




#StarWarsDay & #Maythe4thBeWithYou





#MemorialDay & #MDW



Summer, summer, summertime. June is the month when it finally starts to feel like summer.

Make your brand a must-have companion for planning a beachside vacation or hosting a cookout.

And don’t forget it’s also the month for LGBTQ+ Pride, Flag Day, and Father’s Day, along with all the other events listed here.

Monthly Observances

Men’s Health Month

National Safety Month

Acne Awareness Month

LGBTQ Pride Month

National Adopt a Cat Month

Aquarium Month

Candy Month

Weekly Observances

June 4-10 – Pet Appreciation Week

June 12-18 – Men’s Health Week

June 19-25 – National Camping Week

June 23-26 – Watermelon Seed Spitting Week


June 1 – Global Parents Day

June 2 – National Rocky Road Ice Cream Day

June 3 – National Donut Day

June 3 – Belmont Stakes

June 4 – Hug Your Cat Day

June 4 – National Cheese Day

June 5 – World Environment Day

June 7 – National Chocolate Ice Cream Day

June 8 – World Oceans Day

June 8 – National Best Friends Day

June 9 – Donald Duck Day

June 10 – Iced Tea Day

June 13-15 – Bonnaroo Music Festival

June 13 – National Weed Your Garden Day

June 14 – Flag Day

June 15-18 –U.S. Open PGA

June 18 – National Splurge Day

June 18 – World Juggler’s Day

June 19 – Father’s Day

June 21 – First Day of Summer / Summer Solstice

June 21 – National Selfie Day

June 22 – National Kissing Day

June 25 – National Take a Dog to Work Day

June 29 – Camera Day

June 30 – National Handshake Day

June 30 – Social Media Day

Popular Hashtags For June:








From pet safety tips for the Fourth of July to Amazon Prime Day, July presents lots of opportunities for savvy marketers.

So, celebrate your independence, gorge yourself on too many hotdogs, and celebrate your friends with one of many July-themed events.

Monthly Observances

Family Golf Month

Ice Cream Month

National Grilling Month

National Picnic Month

National Independent Retailer Month

National Blueberry Month

Weekly Observances

July 17-23 – Capture the Sunset Week


July 1 – National Postal Worker Day

July 1 – International Joke Day

July 1 – 23 – Tour de France

July 2 – World UFO Day

July 3-16 – Wimbledon

July 4 – Independence Day

July 4 – Nathan’s Hot Dog Eating Contest

July 5 – National Bikini Day

July 7 – World Chocolate Day

July 8 – National Video Games Day

July 11 – National 7-Eleven Day

July 12 – Pecan Pie Day

July 13 – Rock Worldwide Day

July 13 – French Fry Day

July 16 – World Snake Day

July 17 – World Emoji Day

July 17 – National Ice Cream Day

July 19 – National Daiquiri Day

July 20 – Hot Dog Day

July 20 – National Moon Day

July 21-25 – Summer X Games

July 24 – Amelia Earhart Day

July 24 – Parents’ Day

July 26 – Aunt and Uncle Day

July 28 – World Hepatitis Day

July 28-30 – World Lumberjack Championships

July 30 – Father-in-Law Day

July 30 – International Day of Friendship

July 30 – Friendship Day

Popular Hashtags For July:






August means the hottest days, back-to-school and the return of football.

Whether you’re celebrating the end of summer or trying to finish your tan in the dog days, August means lots of opportunities for fun.

Here are some holidays and celebrations you can use for your August marketing calendar:

Monthly Observances

Back to School Month

National Golf Month

National Breastfeeding Month

Family Fun Month

Peach Month

Weekly Observances

August 1-7 – International Clown Week

August 6-12 – National Farmers’ Market Week

August 14-20 – National Motorcycle Week (Always 2nd full week of August)

August 14-20 – Feeding Pets of the Homeless Week (Always 2nd full week of August)


August 1 – National Girlfriends Day

August 2 – National Ice Cream Sandwich Day

August 3 – Hall of Fame Game/ NFL Preseason begins

August 4 – National Chocolate Chip Cookie Day

August 5 – International Beer Day

August 8 – International Cat Day

August 9 – Book Lover’s Day

August 10 – National S’mores Day

August 11 – National Son and Daughter Day

August 12 – Middle Child’s Day

August 13 – Left-hander’s Day

August 16 – National Tell a Joke Day

August 18 – Bad Poetry Day

August 19 – World Photo Day

August 19 – World Humanitarian Day

August 20 – National Lemonade Day

August 21 – Senior Citizens Day

August 26 – National Dog Day

August 26 – Women’s Equality Day

August 30 – Frankenstein Day

August 31 – National Trail Mix Day

Popular Hashtags For August:











The heat has finally broken, and Autumn has started to roll in – what better reason for dancing in September?

There are a lot of popular holidays and events you can leverage for marketing this month, including the kickoff of Hispanic Heritage Month, Grandparents Day, and, of course, Labor Day.

And if you forget to include National Talk Like a Pirate Day in your marketing calendar, someone may make you walk the plank, matey.

Monthly Observances

Wilderness Month

National Preparedness Month

National Food Safety Education Month

Fruit and Veggies—More Matters Month

National Yoga Awareness Month

Whole Grains Month

Hispanic Heritage Month (September 15 – October 15)

Little League Month

Better Breakfast Month

Weekly Observances

September 10-16 – National Suicide Prevention Week

September 19-25 – Pollution Prevention Week

September 18-24 – National Indoor Plant Week

September 20-27 – National Dog Week


September 2 – World Beard Day

September 3 – International Bacon Day

September 4 – Labor Day

September 5 – Cheese Pizza Day

September 5 – International Day of Charity

September 6 – Read a Book Day

September 10– Grandparents Day

September 11 – 9/11

September 12 – Video Games Day

September 13 – Uncle Sam Day

September 15 – Greenpeace Day

September 15-17– Rosh Hashanah

September 16 – Constitution Day

September 17 – Citizenship Day

September 17 – Oktoberfest Begins

September 17 – Boys’ and Girls’ Club Day for Kids

September 18 – Wife Appreciation Day

September 19 – International Talk Like a Pirate

September 22–25 – Presidents Cup PGA

September 21 – International Day of Peace

September 22 – Car-free Day

September 22 – First Day of Fall

September 22 – Native American Day

September 23 – Checkers Day

September 27 – World Tourism Day

September 27– National Voter Registration Day

September 28 – World Rabies Day

September 28 – National Good Neighbor Day

September 29 – World Heart Day

September 30 – International Podcast Day

Popular Hashtags For September:














Get your trick-or-treat bags ready, fill up that pumpkin spice latte, and light up the bonfire – it’s October.

There’s so much more to this month than just Halloween. It also has Teacher’s Day, International Coffee Day, and the beginning of the World Series.

Take a look at some other marketing themes for this month:

Monthly Observances

Breast Cancer Awareness Month

Bully Prevention Month

Adopt a Shelter Dog Month

Halloween Safety Month

Financial Planning Month

National Pizza Month

Weekly Observances

October 2-8 – Great Books Week (always the first full week)

October 2-8 – National Work From Home Week (always the first full week)

October 16-22 – Mediation Week (third week in October)

October 16-22 – National Business Women’s Week (third week in October)

October 23-31 – National Red Ribbon Week


October 1 – Coffee Day

October 1 – World Vegetarian Day

October 2 – Name Your Car Day

October 2 – Brow Day

October 3 – Oktoberfest Ends

October 3 – National Techies Day

October 3 – National Boyfriends Day

October 4 – National Taco Day

October 4-5 – Yom Kippur

October 5 – World Teacher’s Day

October 7 – National Kale Day

October 7 – World Smile Day

October 9 – Leif Erikson Day

October 9 – Columbus Day

October 9 – Indigenous Peoples’ Day

October 9 – Thanksgiving Day (Canada)

October 10 – World Mental Health Day

October 11 – It’s My Party Day

October 14 – World Egg Day

October 15 – Sweetest Day

October 16 – World Food Day

October 16 – Boss’s Day

October 17 – Spirit Day (anti-bullying)

October 22 – Make a Difference Day

October 24 – United Nations Day

October 28 – MLB World Series begins

October 30 – Mischief Night

October 30 – Checklist Day

October 31 – Halloween

Popular Hashtags For October:













Smell that crisp air, take in the beauty of changing leaves, and warm up around the fire pit this November.

The month in which we all give thanks, it’s also Peanut Butter Lover’s Month and Movember.

Kick off your marketing calendar with a Day of the Dead celebration, honor those who served on Veteran’s Day, and get ready for the big sales on Black Friday and Cyber Monday.

Monthly Observances


National Healthy Skin Month

Gluten-Free Diet Awareness Month

National Adoption Month

National Gratitude Month

Peanut Butter Lovers’ Month

National Diabetes Awareness Month

Weekly Observances

November 7-13 – World Kindness Week (second week: Monday – Sunday)

November 13-19 – American Education Week

November 20-26 – Game and Puzzle Week


November 1 – Day of the Dead

November 1 – All Saint’s Day

November 1 – World Vegan Day

November 2 – Day of the Dead Ends

November 3 – Sandwich Day

November 4 – King Tut Day

November 6 – Daylight Savings Time ends

November 8 – Cappuccino Day

November 8 – STEM Day

November 10 – Marine Corps Birthday

November 11 – Veterans Day

November 12 – Chicken Soup for the Soul Day

November 13 – World Kindness Day

November 13 – Sadie Hawkins Day

November 14 – World Diabetes Day

November 15 – America Recycles Day

November 15 – National Entrepreneurs Day (third Tuesday of November)

November 16 – International Tolerance Day

November 17 – Homemade Bread Day

November 20 – Transgender Day Of Remembrance

November 23 – Thanksgiving Day

November 24 – Black Friday

November 25 – Small Business Saturday

November 27 – Cyber Monday

November 28 – Giving Tuesday

Popular Hashtags For November:














The end is in sight – you’ve made it to the last month of the year. But you know what that means, right? 2024 is right around the corner.

Send your year off in style with marketing campaigns dedicated to more than the holiday season. This is also the month featuring Nobel Prize Day, Bill of Rights Day, and the first day of winter.

And don’t forget to check back here for a handy guide to 2024 marketing content.

Monthly Observances

National Human Rights Month

Operation Santa Paws

Bingo Month

Weekly Observances

December 7 – December 15 – Chanukah

December 26 – January 1 – Kwanzaa


December 1 – World AIDS Day

December 1 – Rosa Parks Day

December 3 – International Day of Persons with Disabilities

December 4 – Cookie Day

December 6 – St. Nicholas Day

December 7 – Pearl Harbor Remembrance Day

December 9 – Christmas Card Day

December 10 – Nobel Prize Day

December 12 – Poinsettia Day

December 14 – Roast Chestnuts Day

December 15 – Bill of Rights Day

December 15 – National Ugly Christmas Sweater Day (Third Friday in December)

December 18 – Free Shipping Day

December 18 – Bake Cookies Day

December 20 – Go Caroling Day

December 21 – First Day of Winter / Winter Solstice

December 23 – Festivus

December 24 – Christmas Eve

December 25 – Christmas Day

December 26 – Kwanzaa

December 26 – Boxing Day

December 27 – National Fruitcake Day

December 31 – New Year’s Eve

Popular Hashtags For December:






Featured Image: Paulo Bobita/Search Engine Journal

How To Maximise Your Content Marketing Potential

How to make content marketing generate results for your business by focusing on 5 success factors

Traditional marketing is self-centered. More often than not, it offers little more than a seductive image or a brief statement of your product’s qualities. On top of that, after decades of similar campaigns, consumers have grown adept at tuning out the noise.

Consistency Is Key

However, if you want to reap the benefits of an effective content bank, you’ll have to keep your output consistent. And I’m not just talking about maintaining the frequency of your posts. Here are five areas of consistency that will help you not only build a great bank of assets, but also build your audience:

Strategy: Everyone involved in your company needs to understand the mission and the specific objectives behind your content. When everybody is singing a different tune, things get chaotic. It’s especially important to have a coherent, consistent plan in the world of social media.

Message: Just like with your strategy, when you have multiple teams working in multiple markets and using multiple platforms, the message has to stay chúng tôi is a great example of this. As an enormous company, it has numerous blogs posts on a range of topics. Yet the message remains consistent across the board, providing technical know-how that’s trusted by millions.

Tone: With so many people producing content, you need to ensure the tone and voice are consistent.Virgin Atlantic’s blog is a good example of this. Its bloggers routinely post collections of photographs taken from Instagram that show the different sides of world — from Tokyo to Montreal. Different writers craft each piece, but the tone and format are almost identical. It’s through posts like these that Virgin Atlantic positions itself as a leading option for business and recreational travel.

Reporting: On the Virgin Atlantic blog, see those subheadings that list the “Tags” and “Topics” of the post? That metadata serves many purposes.

Inconsistency in metadata can create a real mess. Let’s say your team is creating content for specific geographic markets. Some team members are tagging content for “UK” while others tag “United Kingdom.” Then, your boss comes along and wants to know how much content has been created in the past six months for the U.K. This small inconsistency could add up to a big problem.

When your team stays consistent with taxonomies and metadata, reporting gets easier and more accurate. That accuracy is a vital part of understanding what content is working and what isn’t.

Publishing frequency: It’s no use publishing new content if it’s a rarity, but you shouldn’t bombard your Twitter followers with a tweet every 30 seconds, either. Find a balance, and stick to it. Two blog posts a week could be ideal, or you could aim for greater frequency. ShoreTel Sky publishes one article a day in the 200- to 400-word range and longer content on a monthly basis. It’s important to find the frequency that helps you maintain consistent quality.

How Do You Get the Whole Team on Board?

 Adopting new approaches can be challenging, but it’s important to help your team embrace the power of content. Start small. Prove the process and its benefits with a low-cost experiment, or think about investing in content marketing tools to smooth out the process.

If you’re still struggling to get everybody on board with the new approach, it might be time to offer incentives. These can be tough; different employees have different values, after all. If you put out a general incentive, it likely won’t be a universal win. Here are some options to explore:

Money: This may be obvious, but it will work well with small teams where people with different jobs create a good portion of the content. Pick a dollar amount, and offer it for each piece of content produced. Gift cards are an alternative.

A promotion: Frame the change as a step up the ladder. Let the excellent content producers move up and be a part of the new innovative process.

Profit sharing: Offer employees a chunk of the profits accrued from the new content marketing strategy. Rather than guarantee them a set amount for simply producing new content, push them to produce the best content they can. It’s good for both morale and business.Southwest Airlines runs a profit-sharing scheme, and it is the only airline to make a profit every year since its founding, is ranked by Fortune magazine as the second-best company to work for in America, and has the fewest customer complaints of any airline in the nation.

Skills: If you’re really committed to the transformation, some marketing positions may focus solely on content production. If hiring internally, employees will have to evolve to keep up with the company’s direction. Even if they don’t stick around, these are the same skills they’ll need to find work elsewhere.

Get the Most Out of Your Content Marketing

With consistent, motivated employees, you’re more than halfway to maximizing your content marketing potential. The next step is knowing your audience. If you don’t know whom you’re talking to, all you’ll do is create more noise.

Go through a persona development exercise. This will lay the foundation for your content moving forward. For Birchbox, it’s clear that its audience consists of people who are interested in beauty, while Virgin Atlantic’s audience is composed of world travelers.

You should aim to create a number of personas with clear pictures of what they care about and how you’ll communicate with them. This will inform the channels you use for your content marketing to maximize value.

It really does pay to have a dedicated team with a clear strategic focus, but how do you measure your efforts? How will you justify your activities, and how will you report value? Make sure you identify metrics and key performance indicators that will show the success of each initiative.

With a consistent approach, a motivated team, and a clear target audience, I promise you’ll soon see big results.

Brody Dorland is the co-founder of DivvyHQ, the ultimate content planning and production workflow tool for high-volume teams. Connect with him on Twitter.

11 Ways To Build Links Through Content Marketing

Let’s face it: link building is tough.

And it’s only getting harder.

Long gone are the days when you can get away with buying links, yet links remain one of the top 3 ranking factors.

If you want to rank in 2023, you need a great link profile pointing to your domain.

However, given the fact that earning links isn’t getting any easier, it can often be hard to know where to focus your efforts to gain maximum returns.

Say Hello to Content Marketing

For those running SEO campaigns in the majority of industries, your best approach to earning links is going to be through content marketing.

However, on its own, that can mean many different things.

To some, content marketing means nothing more than running an ongoing guest blogging campaign.

To others, using data-driven studies or even infographics is what first springs to mind.

Content marketing is a minefield.

But the good news?

You can approach it in so many different ways and still drive success in terms of link acquisition.

No two SEO professionals are likely to handle their content-led link building campaigns the same way.

However, to inspire you to try your hand at a new tactic, here’s a look at 11 ways to build links through content marketing, categorized by the budget required to undertake the approach.

(Note: ‘Budget’ refers to the amount needed to produce the content, not in terms of buying links, something which is strongly discouraged.)

Low-Budget Content Marketing Techniques

Are your link building efforts limited by your available budgets?

Perhaps you’re a startup who understands the benefits of SEO, yet don’t yet have the budget to go all out and hire a whole team of your own?

On the other hand, maybe you’re an agency that is looking at ways to grow the link profile for a client without needing to ask them for any extra monetary investment?

Here are five content marketing techniques which only need a minimal budget to execute, with the main resource requirement here being time and knowledge with the availability of a graphic designer to add extra visual appeal to content ideal if available but by no means essential.

1. Case Studies

If you’re doing great work, why not tell the world about it?

Others love to hear how their peers go about their work and there’s a lot which can be learned from a well put-together case study.

Once you begin to share a case study across social media and within your networks, your insight into the processes becomes valuable and you typically won’t struggle to utilize these to earn links from industry publications.

2. Expert Contributions

At least one expert works at every business. Many businesses have multiple experts to draw expertise from.

Experts are one of the most valuable assets which can be used from a content marketing perspective.

Too many marketers assume that a linkable asset has to be “something” (e.g., an infographic, a blog post, an ebook), when in fact, people can be one of the most attractive to publishers.

Journalists typically aren’t subject experts, however, they need to utilize specialists to add weight to their articles.

3. Expert Roundups

Although expert roundups might not be quite as effective as they once were, they remain a cost-effective way to earn links from bloggers and specialists.

For maximum link earning using this technique, assess whether a blogger or expert is actively linking out to resources which feature themselves while pulling together a list of prospects to touch base with regarding contributions.

A word of warning here: for the best results when using this approach, don’t waste time responding to requests which you’re not a specialist in. This happens all too often and rarely results in coverage. Stay specialist, however, and it’s a cost and time effective way to land top-tier links.

A top tip here, however, is to ensure you actually are speaking with experts. This shouldn’t be a tactic which you abuse attracting contributions from anyone even remotely connected to the topic.

4. Interviews

While interviews can be time-consuming to arrange and pull together, if you’re able to interview complementary industry experts and host on your blog, this can be a great way to earn links.

When running an interview, focus your questions on topics which you know your wider audience are genuinely interested in.

If so, again, you’ve got something of value which you can outreach to other relevant publishers to earn links.

Notice the trend of adding value here?

You don’t need to be securing the likes of Gary Vaynerchuk to interview, however. Start small but talk to a specialist.

5. Long-Form Guides

Whether you’re in B2B or B2C, long-form educational guides (referred to by some as “power pages”) can be a great way to earn links from both resource pages and contextually.


You guessed it: because longer content typically adds value to a topic and contains information that others want to link to.

The first step here is understanding the questions your audience is asking – forming a basis for guides which you can develop to answer these better than any other resource out there (take a look at those which rank in top 5 positions).

Use the likes of AnswerThePublic, Quora, and even Google Autocomplete to begin to understand the questions being asked in your industry and act as seeds of inspiration to write guides around.

Mid-Budget Content Marketing Techniques

If you’re lucky enough to have a budget available for content marketing of a few hundred dollars per month, or the availability of senior-level, in-house designers and PR experts, your arsenal of techniques can begin to expand, and you’ll be in a position to explore additional ways to earn links through your content campaigns.

6. Collaborate on a Content Campaign

If you’re looking to earn links from new audiences and double up on resources, consider collaborating with a complementary (not competing) brand on a content campaign.

Let’s say you’re doing SEO for a bed retailer. How about teaming up with a road safety charity to raise awareness on the risks of drowsy driving?

You’re able to highlight your expertise through stating the importance of getting a great night’s sleep while the charity is able to add insight into the wider dangers and stats.

With two marketing teams promoting the content, in many cases to very different audiences, this can be an effective way to maximize the success of a campaign.

7. Infographics

Even though high-quality infographics still can be great for link building, the reputation of infographics has taken a hit in recent years.

The reason?

So many low-quality infographics did the rounds a few years back.

Today, publishers want to see something that truly stands out before they’ll ever consider covering it and linking out.

The main thing to consider here: what’s the story?

Simply producing a listicle in infographic format probably won’t cut it anymore.

That said, a unique infographic which contains actionable takeaways can still an attractive asset for publishers and a fantastic way to earn links from both top-tier publishers and bloggers.

8. Local PR

Even if you’re a national or an international brand, don’t turn your back on local publications.

Local newspapers and online publications (as an example, Lancashire Business View, an online and print publication which connects businesses in the county of Lancashire, UK) are typically great places to do one of two things:

Land news coverage.

What must be remembered is that in many cases, local publications are stretched for resources. This means they, in many cases, welcome high-quality content and stories for two reasons:

They’re geared up to share local success stories.

It’s typically easy work for them to take a well-written press release or article, make a few small edits, and publish as is.

It’s easy to overlook these opportunities as you reach out to the bigger publications, but local links are typically much easier wins while still retaining a great level of authority and relevancy to a business.

9. Whitepapers & Research Papers

If you’re in a position to conduct research of your own and put together a whitepaper, this can be a fantastic way to earn industry-specific links.

Why? Because you’re adding value and giving a fresh insight into a topic.

Now, in many cases, this is more relevant to B2B companies than B2C, however, that doesn’t mean it isn’t possible.

Why not consider teaming up with a local university and conducting research into a topic relevant to the products which you sell?

Whether that’s kitchen gadgets and you’re considering research into food and nutrition or, going back to an earlier example, a bed retailer conducting research into sleep habits.

Working with university students often sees little financial investment required from your end, simply time, on the grounds that they will likely be doing it as part of their studies.

Once complete, reach out and promote to industry-relevant press and so long as there’s a real story, data, and insight available, it can be a great way to earn fantastic links in significant volumes.

High-Budget Content Marketing Techniques

If you’re one of the few who has higher budgets available to allocate toward content marketing campaigns (typically, we’re talking more than $2,000 per campaign or a large team of in-house resources), you can drive some great results by doing things a little differently and thinking more akin to PR than SEO.

Don’t forget, here, that ideas are everything and, when working with higher budgets, it’s more important than ever to fully sanity check and analyze your ideas before putting them into production.

10. Build Your Personal Brand & Become the ‘Go To’ Expert

Being totally honest with you here, this isn’t for the light-hearted.

Building a personal brand and establishing yourself as the ‘go to’ expert in an industry isn’t easy. It takes time. Lots of time.

But, when done right, can be very effective, yet not something which most would consider an SEO tactic.

Think of it this way:

If you’ve taken the time to build an audience who consider you as one of the thought leaders in your industry, that’s a fantastic pull.

Offer to write a guest post or monthly column for a publication? If you’re a known expert, they’ll snap your hand off.

Respond to a HARO request as an already respected industry figure? You can almost guarantee that it’ll be your response which is used.

A personal brand is valuable and is an amazing asset from a link building perspective.

Take the time to study what the likes of Gary Vaynerchuk, Social Chain’s Steven Bartlett or MobileMonkey’s Larry Kim have done to build their personal brands through a combination of video content, social media, column writing, and public speaking.

You’ll soon start to get some ideas as to how you can do this for yourself, looking with a longer-term view of using your brand to land links.

11. Surveys

Surveys can cost big bucks to conduct, but they give you something which no one else can get – unique data.

If you’re able to pull together stories backed by your own data, collected through a survey, you’re positioning your content as highly attractive to newspapers, industry publications, and the like.

That said, the stories and results of the survey must be interesting.

Before jumping in and investing in a survey (don’t forget you ideally need at least 2,000 respondents for the press to consider it a fair piece of research), take the time to read 8 Tips for Creating PR Surveys.

One final note on surveys: be prepared to follow up outreach with a link reclamation campaign as this approach will often result in large numbers of unlinked brand mentions.


Content marketing remains one of the most effective (and potentially scalable) ways to earn links to support your SEO campaign.

You just need to focus on one main thing, regardless of the tactics which you use:

Ensuring you’re adding value at all times!


Timeframe: Every month

Results detected: 2-6 months

Average links sent per month: 20


Google Trends

A survey maker



Google Analytics


Content marketing can work for you, no matter your budget. Great content increases brand awareness and authority and should bring benefits long after its publishing date. Plus, it is and will continue to be a top Google ranking factor for a long time to come.

As long as you know what your target audience wants and needs, you should be able to create assets that drive traffic, rankings, links, and (hopefully) conversions.

Featured Image Credit: Paulo Bobita

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