Content Marketing
Content Marketing on this exam tests how you plan and produce content that matches a buyer persona at a specific journey stage, then distribute and measure it. Expect questions on persona-driven planning, topic clusters, repurposing, and content performance metrics.
Core rules
- A buyer persona is a research-based profile of a real segment. The buyer's journey is the process a person goes through. Do not use the terms interchangeably: one asset can serve several personas but only one journey stage.
- Map format to stage. Awareness: blog posts, explainers, social clips. Consideration: comparison guides, webinars, calculators. Decision: case studies, demos, pricing pages.
- Topic clusters: a pillar page covers a broad topic and links to cluster articles on subtopics; each cluster links back. This builds topical authority and internal links.
- Repurpose by changing format, not by copying. A webinar can become a blog recap, short video clips, a checklist, and an email series.
Worked example
A payroll SaaS targets "HR manager at a 50-person firm." Awareness content explains payroll compliance and ends with a soft CTA to a checklist. Consideration content compares payroll providers and ends with a demo CTA. Decision content is a customer case study and a pricing page. The webinar is repurposed into a recap post, three clips, and a follow-up email. Reasoning: stage determines depth, CTA, and offer; awareness content should not lead with a demo because the buyer has not defined requirements.
Traps
- Gating every asset, including early education, which suppresses reach.
- Treating a pillar page as a long blog post with no cluster links.
- Keyword cannibalization: several pages targeting the same head term.
- Reporting only page views instead of conversions and pipeline influence.