Content Marketing
This domain tests how you plan, create, distribute, and measure content that matches buyer personas and buyer's journey stages. Expect questions on pillar pages, topic clusters, content offers, repurposing, and the difference between content that attracts and content that converts.
Core rules
- Map content to the buyer's journey: awareness content educates, consideration content compares solutions, and decision content proves value and reduces risk.
- Build topic clusters around a broad pillar page and supporting cluster pages that link to the pillar with descriptive anchor text.
- Every content asset needs a next step: a CTA, a content offer, or an internal link that moves the reader forward.
- Distribution is part of the plan. A publish-only strategy underperforms; promote through email, social, sales enablement, and internal links.
- Audit existing content for gaps, outdated claims, and cannibalization before adding new pages.
Worked example
A software team wants organic visibility for inventory management. They create a pillar page explaining inventory management and ten cluster posts on reorder points, demand forecasting, and stock audits. Each cluster links up to the pillar and to two related clusters. The pillar includes a CTA to a checklist offer, and the checklist form feeds an active list for a nurture sequence. Success is judged by organic sessions, assisted conversions, and new contacts, not just page views.
Traps
Writing only bottom-funnel sales pages; stuffing keywords instead of answering intent; publishing cluster posts without internal links; creating offers with no follow-up; and reporting page views while ignoring conversion and assisted pipeline.