How to make the Content Marketing Hierarchy of Needs work for your business

The content marketing hierarchy of needs

1. ANSWERING QUESTIONS

2. TEACHING

3. EMOTIONAL CONNECTION

4. INSPIRATION

Implications for the Hierarchy of Content Marketing

  • Cost — The cost of producing content generally goes up, from bottom to top.
  • SEO — Supporting content with SEO may be more important at the bottom of the pyramid and less important at the top.
  • Business goals — If you are trying to directly monetize content, that probably won’t work at the lower levels, for example.
  • Differentiation — Are you in a crowded content niche? Consider opportunities to differentiate based on where competitors are on this hierarchy. If they are only answering questions, maybe move it up a level to stand out.

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Mark Schaefer

Mark Schaefer

Keynote speaker, strategy consultant, Rutgers University marketing faculty and author of 9 books including KNOWN, Marketing Rebellion, and Cumulative Advantage.