Content Strategy - Build an Audience That Buys

Create a content engine that attracts, engages, and converts using Joe Pulizzi's Epic Content Marketing methodology

When to Use This Skill

• Starting a content marketing program from scratch or revamping an existing one
• Building an audience for your brand, product, or service
• Creating a content mission statement to align your team
• Developing an editorial calendar and content plan
• Choosing content types and channels strategically
• Measuring content ROI and proving value to leadership
• Escaping campaign mentality for sustainable content

Methodology Foundation

What Claude Does vs What You Decide

What This Skill Does

This skill helps you build content marketing that matters—content people would miss if it disappeared. Instead of interrupting people with ads, you attract them with value.

You'll learn to:

1. Define your content niche - Be the best in a specific area
2. Create a content mission - Align all efforts around a clear purpose
3. Build your audience - Move people from visitors to superfans
4. Plan content strategically - Map content to the buyer journey
5. Execute consistently - The #1 factor in content success
6. Measure what matters - Prove ROI to leadership

The result: A content engine that builds trust, generates leads, and drives revenue.

How to Use

Prompt Examples

Help me create a content marketing mission statement using the XYZ method.
My audience is [audience]. My topic is [topic]. The benefit is [benefit].

Analyze my content idea against Pulizzi's 6 principles of epic content.
Here's the idea: [describe content]. Tell me what's missing or weak.

Create a content strategy for [business type]. Include mission statement,
content pillars, channels, and an editorial calendar framework.

Help me find my content niche. I'm in the [industry] space, targeting [audience].
How do I narrow down to something I can dominate?

Build a content measurement framework that would satisfy C-level executives.
My primary content goal is [lead gen/sales/retention/brand].

Instructions

The Six Principles of Epic Content

Every piece of content should be evaluated against these principles:

┌─────────────────────────────────────────────────────────────┐
│              THE 6 PRINCIPLES OF EPIC CONTENT               │
├─────────────────────────────────────────────────────────────┤
│                                                             │
│  1. FILL A NEED       Useful in itself, answers questions   │
│  2. BE CONSISTENT     Same quality, same schedule, always   │
│  3. BE HUMAN          Your voice, your personality          │
│  4. HAVE A POV        Take sides, express opinions          │
│  5. AVOID SALES SPEAK Less about you = more sharing         │
│  6. BE BEST OF BREED  The best on your topic, period        │
│                                                             │
└─────────────────────────────────────────────────────────────┘

The Ultimate Test: Would your audience miss your content if it disappeared?

Step 1: Define Your Content Niche

The narrower your niche, the easier it is to become the go-to resource.

Bad Niche Examples:

• "Marketing" (too broad)
• "Small business advice" (too broad)
• "Technology news" (too broad)

Good Niche Examples:

• "Email marketing for Shopify stores"
• "Pricing strategy for SaaS startups"
• "Adventure travel with small dogs"

Finding Your Niche:

The Niche Test: Can you realistically become the #1 source on this topic?

Step 2: Create Your Content Mission Statement

The XYZ Method (Andy Crestodina):

"Our company is where [Audience X] finds [Content Y] for [Benefit Z]."

Examples:

Mission Statement Worksheet:

## Content Mission Statement

### Audience (X)
Who are we creating content for?
- Primary persona:
- Their biggest challenge:
- What they're trying to achieve:

### Content (Y)
What type of content will we create?
- Format (blog, video, podcast, newsletter):
- Tone (educational, entertaining, inspiring):
- Depth (beginner, intermediate, expert):

### Benefit (Z)
What will they get from our content?
- Tangible outcome:
- Emotional benefit:
- Transformation:

### Final Mission Statement
"[Company] is where [Audience] finds [Content] for [Benefit]."

Step 3: Plan Your Content Pillars

Content pillars are the 3-5 main topics that support your mission.

Framework:

                 CONTENT MISSION
                       |
       ┌───────────────┼───────────────┐
       |               |               |
   PILLAR 1        PILLAR 2        PILLAR 3
       |               |               |
   ┌───┴───┐       ┌───┴───┐       ┌───┴───┐
Topics  Topics  Topics  Topics  Topics  Topics

Example: SaaS Marketing Company

Pillar Planning Questions:

1. What 3-5 categories cover 80% of your audience's questions?
2. Do you have expertise (or access to experts) in each pillar?
3. Can you create 20+ pieces per pillar annually?
4. Does each pillar connect to your products/services?

Step 4: Map Content to the Buyer Journey

Different content serves different stages:

Content Mapping Exercise:

## Content Map for: [Persona Name]

### Awareness Stage
Questions they have:
1.
2.
3.

Content to create:
-
-

### Consideration Stage
Questions they have:
1.
2.
3.

Content to create:
-
-

### Decision Stage
Questions they have:
1.
2.
3.

Content to create:
-
-

Step 5: Build Your Editorial Cal