@tihanson

the eight fundamental

content marketing
frameworks
you need to know

Tim Hanson.
fivethreeoh.com
introduction
Blog and pray is not a strategy.

Just writing more doesn't mean you get paid

more.

You have to have a way to put that content in

front of someone, the right someone.

And see if it tickles their pickle.

Do they want to buy the thing you sell?

framework good
content good
money good
show me how
 Search + Social

Qualifying
content

Retargeting Email

product or service $$

basic warm acquisition

basic warm acquisition
Nothing crazy here.

Capture at the top.

Some form of qualifying content. Hopefully a
capture
Retarget until they buy.

This was standard for a long time.

But we can do better.

examples
Expedia, InVision, BestBuy, most higher ticket
ecom sites do this to some extent
 Search + Social

Awareness
Content
Retargeting
Interest Email
Content
Retargeting
Email
Decision
Content

Action
Retargeting Content
Email

product
or
service $$

b2b sales & lead nurture

b2b sales & lead nuture
Now we're creating content for the different
stages of the buyer.

It takes time to pull them down through the

funnel. But the funnel is there.

Needs good tracking of the user to deliver the

right content at the right time.

examples
Hubspot, AutoPilot
 Search

Product Product Product Product

Page Page Page Page

Home
Page

Link - bait content

ecommerce simplified
ecommerce simplified
How people think they should build a store online.

This was the case for many years.

Put the product in front of the buyer.

It's hard to build links to that content though, so

we would create a sweet blog with great content
and acquire links from there.
Using that trust to help rank the products.

examples
The Beard Struggle, RunRepeat
 General Niche
Search Search

Category Category Category Category Product

Page Page Page Page Page

Home
Page

Link - bait content

how people actually buy

how people actually buy
People search for categories of items first.

"Wooden handle pocket knife"

"Premium brown leather sofa"
"Indoor plants I can't kill in a week"

All categories. Then they continue the search on

your site.

The blog is used as a passion project to show

people the cool things they can do with the
products.

examples
Huckberry is my go to for this. They kill this.
 Search

Evergreen Evergreen Evergreen Evergreen

Content Content Content Content

Home
Page

Link - bait content

evergreen content
evergreen content
Create great evergreen content that's applicable
to your audience year round.

But mostly it won't rank because it's not written to.

It ranks because you drive links to the site

elsewhere and use those to rank the evergreen
content.

Takes a long long time for it to rank.

examples
Investopedia, Wikipedia, Canva, Sprig (templates
and dictionaries kill it here)
 Search

Site
Content

Email
Social

product
or
service $$

building a community
building a community
Not a search heavy focus at all.

You focus on meeting people where they are,

gaining trust on that platform and bringing them
to your platform over time.

Constant nurture and value is delivered through

social and email - likely a newsletter.

From there the audience is monetised via selling a

product or service. Likely merch, training or a
subscription

examples
Justin Welsh, Morning Brew, Figma, Coda, SurferSEO
 Search

Keyword Keyword Keyword Keyword

Content Content Content Content

Home
Page

Link - bait content

old way of doing SEO

old way of doing SEO
Build hundreds of pages optimised at a single
keyword each.
Don't do this.
All variations of that keyword get their own page.
Don't do this.
From here pay for loads of links to those pages.
Don't this either.
If creating those pages is expensive. Use AI and
copy past without editing.
Don't do this.

examples
Interflora back in 2013 but they got SLAPPED for it lol
 Search

Home
Page

Link - bait content

hub + spoke content

the new and much better way of doing SEO
hub + spoke content
Treating the site like a library and building groups
of content.

This framework has a lot of planning and research

involved but gives the greatest long term payoffs.

The key here is to focus on one hub+spoke first

and build out from there.

Link everything together within the hubs.

examples
Hubspot, TypeForm, Moz
honestly
There are so many ways to organise content on
your site and even more reasons to justify why you
would do it.

These are just frameworks, and I've likely missed

out so many others.

Take them as a baseline.

See what you can improve and build upon.

At the end of the day - just make cool stuff for

other people.

Usually works well :D

This is the part where I sell out.
Want more dumb marketing
content, mostly SEO I think?

follow me. Go to my site. Hit

the bell

@tihanson Tim Hanson.

fivethreeoh.com