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Content Marketing Services - VQ Success

America’s Content Marketing Services

VQ Sucess Content Marketing Services – Our Strategy

Content Marketing Strategy: a type of marketing plan focused on creating and distributing relevant, valuable information with the goal of attracting a clearly-defined audience and engaging them to take a specific action.

About Our Content Marketing Services

VQ Success is a Content Marketing Services Agency that specializes in planning, researching, creating, and publishing website articles, email campaigns, and social media posts. Our Managed Content Marketing Services combine eight best practices of content marketing into one highly-effective Content Marketing Strategy. The VQ Success Content Marketing Strategy was developed by expert copywriter and VQ Success Founder, Seth Czerepak during his decades of experience creating sales and marketing content (offline and online) for B2B and B2C clients. 

Content Continues Below Endorsement

Dan S Kennedy VQ Success Testimonial

Expert Endorsement

Dan S Kennedy on The VQ Success Selling System

“Seth Czerepak has accomplished a Herculean purpose with The VQ Success Selling System. He has taken some of the most sophisticated aspects of writing to influence, motivate, persuade and sell and made them accessible and pragmatically useful, nearly to the point of fill in the blank systemization. It is relatively easy to systemize the making of a sub sandwich in 1,000 Subway® shops or the installation of a car muffler in 1,000 Midas Muffler® shops. It is far, far, far from easy to systemize the crafting of persuasive copy. I know. I have been a professional direct-response copywriter for 40+ years, and raised myself to top income in the field, routinely commanding upwards from $100,000.00 per project, earning a 7-figure annual income from fees and royalties, with over 85% of all clients repeating with me. Further, I have taught copywriting to writers, direct marketers and business owners via seminars and workshops, home study and online courses, and one to one coaching. There are easier things to teach. Seth has covered essential bases and delved into advanced and groundbreaking territory as well.”

Content Strategy Step #1: Your Content Marketing Goals

The first step to building an effective Content Marketing Strategy is to set an objective standard for tracking your progress. You do this by setting measurable, deadline-driven Content Marketing Goals, and breaking them down into smaller milestones for review.

3 Step Content Marketing Goals Formula

  • Make it Specific Enough to Be Measurable.
  • Give Yourself a Definite Deadline for Review.
  • Break Your Goal Down into Smaller Milestones.

We suggest setting three content marketing goals, one for improving your Lead Collection KPIs, another for improving your Conversion KPIs, and another for increasing your Content Marketing ROI. The tabs below show an example of each type of goal, including their milestones:

Content Marketing Services Strategy - How to Set Content Marketing Goals
  • GOAL: Increase inbound leads from 10 a month to 50 a month by January 1rst 2023.
  • Increase inbound leads from 10 a month to 20 a month by April 1rst.
  • Increase inbound leads from 20 a month to 30 a month by July 1rst.
  • Increase inbound leads from 30 a month to 40 a month by October 1rst.
  • Increase inbound leads from 40 a month to 50 a month by January 1rst 2023.

© 2022 VQ Success Content Marketing Services – Step #1

  • GOAL: Increase inbound lead conversion rate to 20% by January 1rst 2023.
  • Increase inbound lead conversion rate from 2% to 5% by April 1rst.
  • Increase inbound lead conversion rate from 5% to 10% by July 1rst.
  • Increase inbound lead conversion rate from 10% to 15% by October 1rst.
  • Increase inbound lead conversion rate from 15% to 20% by January 1rst 2023.

© 2022 VQ Success Content Marketing Services – Step #1

  • GOAL: Increase average income per customer to $500 (per month) by January 1rst 2023.
  • Increase average income per customer from $200 to $250 (per month) by April 1rst.
  • Increase average income per customer from $250 to $350 (per month) by July 1rst.
  • Increase average income per customer from $350 to $450 (per month) by October 1rst.
  • Increase average income per customer from $450 to $500 (per month) by January 1rst 2023.

© 2022 VQ Success Content Marketing Services – Step #1

See All Eight Steps of Our Content Marketing Strategy –

Content Strategy Step #2: Your Content Marketing Audience(s)

Buyer Persona: a semi-fictitious profile of your ideal customer based on data and research of one or all of the following… 1) your existing customers, 2) your competitors’ audience(s), 3) the demographics of your niche or industry.

Our Content Marketing Services are based on the two ingredients of scientific marketing, math and psychology. Clearly defined Buyer Personas are the foundation of good marketing psychology. According to research CMI (see link below image), 95% of B2C marketers create content for more than one distinct marketing audience, with 54% creating content for four or more distinct audience. The same study showed that, on average, 95% of B2B content marketers create content for more than one distinct audience, with 45% having four or more.

Benefits of Buyer Persona Marketing

  • 93% exceeded lead and revenue goals using buyer personas.
  • 24% of companies generate more leads using buyer personas.
  • 56% generate higher quality leads using buyer personas.
  • 36% created shorter sales cycles using buyer personas.

These are just a few of the statistics that prove the power of Buyer Persona focused marketing. Clearly defined Buyer Personas are also the secret to using Awareness-Based Marketing, as described in our Buyer’s Journey vs Customer Journey article. Below is a quick summary of the B2C and B2B Buyer Persona templates we use:

Content Marketing Buyer Persona

Source: boardview.io blog on buyer persona statistics.

B2C Buyer Persona Template

  • Trait #1: Generation
  • Trait #2: Social Status
  • Trait #3: Economic Status
  • Trait #4: Gender Group
  • Trait #5: Education Level
  • Trait #6: Lifestyle

© 2022 VQ Success Content Marketing Services – B2C Buyer Persona

B2B Buyer Persona Template

  • Trait #1: Industry
  • Trait #2: Business Model
  • Trait #3: Company Size
  • Trait #4: Company Financials
  • Trait #5: Decision Maker
  • Trait #6: Buying Process
  • Trait #7: Generation
  • Trait #8: Social Status
  • Trait #9: Economic Status
  • Trait #10: Gender Group
  • Trait #11: Education Level
  • Trait #12: Lifestyle

© 2022 VQ Success Content Marketing Services – B2B Buyer Persona

See All Eight Steps of Our Content Marketing Strategy –

Content Strategy Step #3: Your Content Distribution Channels

A Content Distribution Channel is a path or route used to deliver content marketing messages to a clearly-defined buyer persona. The channel can be as short as a direct exchange between the organization and the customer or can involve the use of content distribution platforms like social media sites or search engines. Content Distribution Channels come in three types:

  • Paid: channels where you pay to have your content published.
  • Earned: channels where you earn the right to publish your content.
  • Owned: channels where you own and control the means of distribution.

Each of these channel types has its advantages and disadvantages, as described in the tabs below. Our Content Marketing Services apply three rules for picking the best Content Distribution Channels.

First, your Content Distribution Channels should help you build Content Equity. Second, your Content Distribution Channels should help you reach your Buyer Persona(s). Third, your content distribution channels should increase your brand’s credibility. These three rules will help you leverage the strengths of each Content Distribution Channel type.

Content Marketing Services - Distribution Channels

Content Distribution Channel Types – Advantages and Disadvantages

Paid Channels

Description: channels where you pay to have your content published.

  • Examples: paid social media postings, online pay per click ads, video platform ads, paid radio broadcasts, TV infomercials, print advertorials.
  • Advantages: quick access to your target audience(s). High potential to reach large numbers of new prospects.
  • Disadvantages: higher financial costs than earned or owned channels. Heavier competition. Your content has to meet the ad standards for the paid platform.

*Your social media accounts are owned by the social media platform owner, and therefore considered earned.

Earned Channels

Description: channels where you earn the right to publish your content.

  • Examples: search engines, social media accounts*, website opinion columns, monthly magazine columns, guest blogs, interviews on podcasts, radio shows, or television.
  • Advantages: direct access to your target audience. High potential for reaching new prospects and boosting your public credibility. Earned channels can also be leveraged to earn more publicity.
  • Disadvantages: much higher time and labor costs than those for paid channels. High rejection rates. Your content will also have to meet the content standards for publisher.

*Your social media accounts are owned by the social media platform owner, and therefore considered earned.

Owned Channels

Description: channels where you own and control the means of distribution.

  • Examples: your email list, your direct mail newsletter, the RSS feed on your website, your podcast or radio show, print publications owned and distributed by your brand. 
  • Advantages: exclusive access to your target audience. Little or no third party content restrictions*. More cost-effective to publish and distribute content. More control over your data and tracking. Evergreen potential.
  • Disadvantages: takes time to attract viewers and subscribers and build your audience.

*Some service providers (website, email, or video hosting services) may cancel you for content they find unacceptable.

See All Eight Steps of Our Content Marketing Strategy –

Content Strategy Step #4: Your Content Distribution Schedule

Your content marketing and distribution schedule is the practical blueprint you use to implement your Content Creation Plan. Your Content Marketing Team uses it to decide when (and how often) to create your content and distribute it. Some Content Marketing Services base their content distribution schedule around their distribution channels and others do it by content type.

Our Content Marketing Services organize your content distribution schedule use The Five Stages of The VQ Success Buyer’s JourneyThe tabs below show an example of such a Content Distribution Schedule. The details of this approach are explained in our article on How to Create a Content Distribution Strategy.

Content Marketing Services - Content Distribution Schedule

NOTE: The highlighted items in the tabs below (“January Article,” “Stage #4 Signup Page“, and “Customer Only Newsletter“) represent pieces of “seed content.” Seed content is a single piece of content from which you derive other pieces of marketing content (for a variety of media formats) using the exact text from your seed content or summaries of ideas from it.

Content Goal: persuade the prospect to sign up for Stage #2 educational emails. 

Seed Content: monthly January Article (10,000 words) starting out with Stage #1 message and progressing to Stage #2. 

Monthly Stage #1 Content

  • Website (Owned): January Article  (Seed Content for Stages #1 and #2).
  • LinkedIn (Paid): sponsored teaser post using Stage #1 content from January Article. Link to the website version of January Article for prospects who want to continue reading.
  • Success Magazine (Paid): advertorial based on the most salient Stage #1 point from January Article. Include a link and QR code to the website version of January Article for prospects who want to learn more.

Weekly Stage #1 Content

  • YouTube (Earned): 2-minute explainer video using Stage #1 content from January Article. Embed video in January Article and include a link to the article for prospects who want to learn more.
  • Social Media (Earned): teaser post promoting explainer video.

Daily Stage #1 Content

  • Social Media (Earned): teaser post based on Stage #1 content from January Article.

© 2022 VQ Success Content Marketing Services – Content Distribution Schedule

Content Goal: persuade the prospect to sign up for Stage #3 sales emails (send to Stage #3 sales page after sign up).

Seed Content: monthly January Article (10,000 words) starting out with Stage #2 message and progressing to Stage #3. 

Monthly Stage #2 Content

  • Website (Owned): January Article (Seed Content for Stages #1 and #2).
  • LinkedIn (Paid): sponsored teaser post using Stage #2 content from January Article. Link to the website version of January Article for prospects who want to continue reading.
  • Success Magazine (Paid): advertorial based on the most salient Stage #2 point from January Article. Include a link and QR code to the website version of January Article for prospects who want to learn more.

Weekly Stage #2 Content

  • YouTube (Earned): 2-minute explainer video using Stage #2 content from January Article. Add these videos to January Article and include a link to the article for prospects who want to learn more.
  • Social Media (Earned): teaser post promoting explainer video.

Daily Stage #2 Content

  • Social Media (Earned): teaser post based on Stage #2 content from January Article.

© 2022 VQ Success Content Marketing Services – Content Distribution Schedule

Content Goal: persuade the prospect to visit Stage #4 order page and become a customer. 

Seed Content: Stage #3 Sales Webinar (including text and video content, customer reviews, etc.). 

Monthly Stage #3 Content

  • Website (Owned): update or tweak Stage #3 Sales Webinar.
  • LinkedIn (Paid): sponsored ad promoting Stage #3 Sales Webinar.

Weekly Stage #3 Content

  • YouTube (Earned): 2-minute explainer video using content from Stage #3 Sales Webinar. Add these videos to Stage # Sales Page and include a link to the page for prospects who want to learn more.
  • Newsletter (Owned): sales email using content from Stage #3 Sales Webinar.

Daily Stage #3 Content

  • Social Media (Earned): promotional post based on content from Stage #3 Sales Webinar.

© 2022 VQ Success Content Marketing Services – Content Distribution Schedule

Content Goal: persuade the prospect to visit Stage #4 order page and become a customer. 

Seed Content: Stage #4 Sign Up Page (including text and video content). 

Monthly Stage #4 Content

  • Website (Owned): update or tweak Stage #4 Sign Up Page.
  • LinkedIn (Paid): sponsored ad promoting Stage #4 Sign Up Page.

Weekly Stage #4 Content

  • Newsletter (Owned): sales email using content from Stage #4 Sign Up Page.

© 2022 VQ Success Content Marketing Services – Content Distribution Schedule

Content Goal(s): persuade the customer to write a positive review, make another purchase, or refer a colleague.

Seed Content: Customer Only Newsletter.

Monthly Stage #5 Content

  • Newsletter (Owned): Customer Only Newsletter.
  • YouTube (Earned): 2-minute explainer video using content from Customer Only Newsletter. Add these videos to website.

Weekly Stage #5 Content

  • Newsletter (Owned): sales email using promotion from Customer Only Newsletter.
  • Social Media (Earned): promotional post based on content from Customer Only Newsletter.

Daily Stage #5 Content

© 2022 VQ Success Content Marketing Services – Content Distribution Schedule

See All Eight Steps of Our Content Marketing Strategy –

Content Strategy Step #5: Your Content Creation Plan

This is where we implement your Content Creation Plan based on the Content Distribution Schedule described in the previous step. Our signature Content Creation Plan includes three steps:

  • Step #1: Planning Your Content.
  • Step #2: Drafting Your Content.
  • Step #3: Polishing Your Content.

This simple plan allows you to assign a fraction of your project timeline to each of the above steps. For example, if you give your Content Marketing Team 20 business days produce a 10,000-word seed article, your project timeline might break down like this: 

Content Marketing Services - Content Creation Plan
  • Step #1 (Planning): Days 1-6 (30% of your project timeline).
  • Step #2 (Drafting): Days 7-16 (50% of your project timeline).
  • Step #3 (Polishing): Days 17-20 (20% of your project timeline).

This simple 30/50/20 formula gives your Content Marketing Team adequate time and guidance to product high-quality piece of content. Our Content Creation Plan article unpacks the details of these three steps, including how to execute them, and, more importantly, which members of your Content Marketing team should be involved in each step.

See All Eight Steps of Our Content Marketing Strategy –

Content Strategy Step #6: Your Content Marketing Team

This is a common reason to hire a Content Marketing Services Agency. If your plan is to fully outsource your content marketing to us, you can skip to the next section. If you do work with us, and decide to build your own team later, we can help to train your new team in how to implement the content marketing strategy we’ve developed for you.

However, if you plan to build your own Content Marketing Team or department, you’ll want to read our article on How to Build a Content Marketing Team. This article breaks down each of your content members, including their roles, responsibilities, and how they might work with each other to implement your content marketing strategy. 

How to Build a Content Marketing Team - Manager

We also suggest personality types and personality traits that are best suited for each role, and why. This information, and the information in our other Content Marketing Article, will help you build and manage your own content marketing, and much more. The lists below represent the most typical members of a Content Marketing Team, whether you’re building a small team, or full department:

Lean Content Marketing Team – 4 to 5 Members

  • Manager (1)
  • Writer (1-2)
  • Editor (1)
  • Salesperson (1)

Full Content Marketing Team – 7 to 10 Members

  • CCO (1)
  • Manager (1)
  • Writer (1-3)
  • Editor (1-2)
  • Salesperson (1)
  • Designer (1)
  • Publisher (1)
  • Analyst (1)

See All Eight Steps of Our Content Marketing Strategy –

Content Strategy Step #7: Your Content Marketing KPIs

Content Marketing KPI: a measurable value that demonstrates how effectively a company is achieving a key content marketing goal or how well a piece of content is performing. Companies use content marketing KPIs to make small-scale and large-scale evaluations of content engagement and ROI.

Our Content Marketing Services are based on the two ingredients of scientific marketing, math and psychology. KPI Tracking is at the heart of mathematical marketing. Marketers who know How to Track Content Marketing KPIs quickly discover what’s working, and what isn’t. The faster you can do this, the faster you’ll achieve your content marketing goals and achieve the benefits of content marketing. Our KPI tracking strategy focuses on seven KPI groups:

The Seven Content Marketing KPI Groups

  • Visibility KPIs
  • Engagement KPIs
  • Lead Collection KPIs
  • Conversion (Sales) KPIs
  • Promotional KPIs
  • Production Cost KPIs
  • ROI Tracking KPIs
Content Marketing Services - KPI Tracking

Our Content Marketing Services use these Seven KPI Groups and your content marketing goals to create an objective standard for tracking the progress of your Content Marketing Strategies. We do this by determining which KPIs are most relevant to your content marketing goals, as shown in the example below:

  • GOAL: Increase inbound leads from 10 a month to 50 a month by January 1rst 2023.

Goal Milestones

  • Increase inbound leads from 10 a month to 20 a month by April 1rst.
  • Increase inbound leads from 20 a month to 30 a month by July 1rst.
  • Increase inbound leads from 30 a month to 40 a month by October 1rst.
  • Increase inbound leads from 40 a month to 50 a month by January 1rst 2023.

Relevant Visibility KPIs

Goal Relevance: increasing web page views will increase lead collection opportunities

  • Search Visibility: get 10(+) of our web pages appearing in top 10 search results.
  • Search Click Rate: double our click rate for web pages that appear in search results.
  • Social Visibility: increase our total number of social media post views by 500%.
  • Social Click Rate: double click rate from social media teasers to our website articles.

Relevant Engagement KPIs

Goal Relevance: better content engagement will create better lead collection KPIs

  • Time on Page: increase average time visitors spend on our web page(s).
  • Page Finishes: increase % of visitors who scroll to the bottom of our web page(s).
  • Page Read Rate: increase % of visitors who read to the bottom of our web page(s).
  • Play Time: increase average listening and viewing time for our podcasts and videos.

Relevant Lead Collection KPIs

Goal Relevance: tracks our progress toward our goal to collect more leads

  • Lead Collection Rate: double % of web page views (impressions) that convert into leads.
  • Lead Collection Cycle: decrease time between the first content view and lead collection by 25%.

See All Eight Steps of Our Content Marketing Strategy –

Content Strategy Step #8: Your Cost-Benefit Analysis

This is an essential part of our Managed Content Marketing Services. A Cost-Benefit Analysis is how we fully review our progress toward achieving your content marketing goals and outcomes described out in our article on the Five Benefits of a Content Marketing Strategy.

Our Cost-Benefit Analysis will involve daily, weekly, and monthly review sessions for your content marketing goals and their relevant KPIs. Most important, we use your content marketing goal milestones to create a schedule for meeting with you to review our progress and discuss how we plan to move forward.

The tabs below show an example of what a Cost-Benefit Analysis schedule might look like, including a summary of daily, weekly, monthly tasks, and our meetings to review your progress.

Content Marketing Services - ROI Tracking

MONTHLY (January, February, March): Review all KPIs relevant to your content marketing goals.

  • GOAL #1: Lead Generation KPIs.
  • GOAL #2: Conversion KPIs.
  • GOAL #3: ROI Tracking KPIs.

WEEKLY: Review KPIs for all content published in the current month. Use KPI insights to improve action items (subscribe buttons, buy now buttons, etc.) and to inform next month’s content. 

DAILY: Analyze KPIs for all content features being split tested. These split tested features should be relevant to your content marketing goals (lead collection offers, sales offers, promotions to existing customers etc.). Use this analysis to decide which content features are producing the best results, and what to test next.

Client Meeting for First Quarter:

Our first quarter meeting would happen on the last week of March, or the first week of April. In this meeting, we would discuss our progress toward the first quarter milestones for your content marketing goals and their relevant KPIs.

  • GOAL #1 Milestone: Increase inbound leads from 10 a month to 20 a month by April 1rst.
  • GOAL #2 Milestone: Increase inbound lead conversion rate from 2% to 5% by April 1rst.
  • GOAL #3 Milestone: Increase average income per customer from $200 to $250 by April 1rst.

MONTHLY (April, May, June): Review all KPIs relevant to your content marketing goals.

  • GOAL #1: Lead Generation KPIs.
  • GOAL #2: Conversion KPIs.
  • GOAL #3: ROI Tracking KPIs.

WEEKLY: Review the above KPIs for content published in this month. Use these findings to make tweaks where needed and to plan next month’s content accordingly.

DAILY: Analyze KPIs for all content features being split tested. These split tested features should be relevant to your content marketing goals (lead collection offers, sales offers, promotions to existing customers etc.). Use this analysis to decide which content features are producing the best results, and what to test next.

Client Meeting for Second Quarter:

Our second quarter meeting would happen on the last week of June, or the first week of July. In this meeting, we would discuss our progress toward the second quarter milestones for your content marketing goals and their relevant KPIs.

  • GOAL #1 Milestone: Increase inbound leads from 20 a month to 30 a month by July 1rst.
  • GOAL #2 Milestone: Increase inbound lead conversion rate from 5% to 10% by July 1rst.
  • GOAL #3 Milestone: Increase average income per customer from $250 to $350 by July 1rst.

MONTHLY (July, August, September): Review all KPIs relevant to your content marketing goals.

  • GOAL #1: Lead Generation KPIs.
  • GOAL #2: Conversion KPIs.
  • GOAL #3: ROI Tracking KPIs.

WEEKLY: Review KPIs for all content published in the current month. Use KPI insights to improve action items (subscribe buttons, buy now buttons, etc.) and to inform next month’s content. 

DAILY: Analyze KPIs for all content features being split tested. These split tested features should be relevant to your content marketing goals (lead collection offers, sales offers, promotions to existing customers etc.). Use this analysis to decide which content features are producing the best results, and what to test next.

Client Meeting for Third Quarter:

Our third quarter meeting would happen on the last week of September, or the first week of October. In this meeting, we would discuss our progress toward the third quarter milestones for your content marketing goals and their relevant KPIs.

  • GOAL #1 Milestone: Increase inbound leads from 30 a month to 40 a month by October 1rst.
  • GOAL #2 Milestone: Increase inbound lead conversion rate from 10% to 15% by October 1rst.
  • GOAL #3 Milestone: Increase average income per customer from $350 to $450 by October 1rst.

MONTHLY (October, November, December): Review all KPIs relevant to your content marketing goals:

  • GOAL #1: Lead Generation KPIs.
  • GOAL #2: Conversion KPIs.
  • GOAL #3: ROI Tracking KPIs.

WEEKLY: Review KPIs for all content published in the current month. Use KPI insights to improve action items (subscribe buttons, buy now buttons, etc.) and to inform next month’s content. 

DAILY: Analyze KPIs for all content features being split tested. These split tested features should be relevant to your content marketing goals (lead collection offers, sales offers, promotions to existing customers etc.). Use this analysis to decide which content features are producing the best results, and what to test next.

Client Meeting for Fourth Quarter:

Our fourth quarter meeting would happen on the last week of December, or the first week of January. In this meeting, we would discuss our progress toward the fourth quarter milestones for your content marketing goals and their relevant KPIs.

  • GOAL #1 MilestoneIncrease inbound leads from 40 a month to 50 a month by (next) January 1rst.
  • GOAL #2 MilestoneIncrease conversion rate for inbound leads from 15% to 20% by (next) January 1rst.
  • GOAL #3 MilestoneIncrease average income per customer from $450 to $500 by (next) January 1rst.

See All Eight Steps of Our Content Marketing Strategy –

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