A Simple, Elegant Content Strategy The Gazebo Strategy A Simple, Elegant Content Strategy

The Gazebo Strategy

Core Topic This is the umbrella that covers everything you do. Look for focus Look for appropriateness for your topic and your target audience.

Foundational Assets As many as needed Manifesto Book Ebook Individual blog posts Guides Studies Brochures

Cornerstone Content 3 to 5 Pages, not posts, that explain your core products and what prospects need to know. Link to these pieces from your home page. They should be Informational Well-researched Useful guides for making buying decisions

Pillar Content Blog posts: at least one per category Epic posts In-depth, research-packed posts Ebooks Physical books Lead magnets Presentations Tutorials

Support Content Most of your content Blog posts Presentations Webinars Infographics Social media

Where Do You Start? 1. Audit your existing content What do you have? What’s performing best/worst? 2. Fill the gaps 3. Refine your routine 4. Watch your numbers 5. Do more of what’s working

“The Best-Kept Secret Online” What’s Next? “The Best-Kept Secret Online”