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A Simple, Elegant Content Strategy
The Gazebo Strategy A Simple, Elegant Content Strategy
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The Gazebo Strategy
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Core Topic This is the umbrella that covers everything you do.
Look for focus Look for appropriateness for your topic and your target audience.
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Foundational Assets As many as needed Manifesto Book Ebook
Individual blog posts Guides Studies Brochures
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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
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Pillar Content Blog posts: at least one per category Epic posts
In-depth, research-packed posts Ebooks Physical books Lead magnets Presentations Tutorials
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Support Content Most of your content Blog posts Presentations Webinars
Infographics Social media
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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
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“The Best-Kept Secret Online”
What’s Next? “The Best-Kept Secret Online”
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