Module 2 - content strategy & frameworks, and planning

Content pillar

A key theme or topic that guides all content creation for a brand, keeping content focused and consistent.

3H/4H (hero, hub, hygiene/help)

A content framework dividing content into hero (big campaigns), hub (regular engagement), and hygiene/help (foundational or search-driven content).

6H

An extended content model adding more categories (like heart and human) to further refine a brand’s content mix.

Content pyramid

A model organizing content from broad, frequent micro content up to in-depth, high-effort core pieces, showing how one core piece can be repurposed into many smaller assets.

Evergreen

Content that remains relevant and valuable for a long time without frequent updates.

Micro content

Small, bite-sized pieces (quotes, snippets, memes, tweets) derived from larger assets for social sharing or engagement.

Derivative content

Content created by repurposing or reformatting existing content, like turning a report into infographics or videos.

Hedgehog

The “hedgehog concept”—content or strategy focused on what a brand does best and is passionate about, aligning with audience needs.

Content inventory

A detailed list of all existing content assets (webpages, blogs, videos, etc.) used to evaluate and manage resources.

Content audit

Systematic review and assessment of content to determine what performs well, what needs updating, and where gaps exist.

Touchpoint

Any interaction or contact between a brand and a user that affects the user’s experience and perception.

Qualitative

Data or insights acquired through non-numerical attributes (feedback, interviews, reviews) to understand deeper motivations and attitudes.

Quantitative

Data or insights based on numerical measures (page views, conversion rates, survey scores) that can be statistically analyzed.

Metadata

Descriptive information attached to content (titles, tags, descriptions, schema) to give context, improve discoverability, and organize assets.

5 ways owned media investments create value

1. Control and autonomy 2. Brand consistency 3. Adaptability 4. Cost-efficiency 5. Data and analytics.

Rented vs. owned platform data

Owned platforms provide direct access to audience data and analytics, while rented platforms (like social media) limit data access and control.

Delusions of content grandeur

Overestimating the impact or value of content without evidence or alignment to strategy.

Delusions of content failure

Assuming content is ineffective without proper analysis or benchmarks.

Funnel vision

Being hyper-focused on the traditional funnel or linear buyer’s journey, which can prevent pre- and post-funnel engagement and audience growth.

Random acts of content

Creating content haphazardly without strategy, leading to inconsistent messaging and unclear impact on business goals.

Storybrand framework

A messaging approach that makes brand messages appealing and resonant by focusing on relatable stories and the hero’s journey.

Marketecture framework

Divides message development into three columns: Why (problems), How (features), What (benefits), to clarify how solutions address buyer concerns.

Jobs-to-be-done framework

Connects messaging to content planning by focusing on what the audience wants to accomplish and why.

Maslow’s hierarchy of needs in content

Layering content planning to address different levels of buyer needs, from basic information to self-actualization.

Audience needs framework

Plans content to meet buyers’ informational needs and build brand affinity, even for those not ready to buy.

Content playground

Gives “funnel jumpers” control by offering conceptual (how/why), strategic (process/tools), and tactical (step-by-step) content.

Owned media framework

A strategic structure to manage, optimize, and align all digital assets around business objectives, audience needs, and consistent messaging.

Content Marketing Pyramid Framework

Organizes content from core/anchor pieces at the top down to derivative and micro content, showing how to repurpose and scale content.

RACE Framework

A planning model: Reach, Act, Convert, Engage—guiding content and campaign activities across the customer journey.

Themes and pillars

Overarching topics and subtopics that guide and organize all content creation for a brand.

Core/Anchor content

Foundational, high-value content that establishes expertise, drives conversion, and can be repurposed into smaller assets.

Reasons to build core content

Ensures content is helpful, strategic, cost-effective, shareable, promotable, and rewarded by search engines.

Seven core content qualifications

1. Engages individuals 2. Based on buyer interactions 3. Tells a continuous story 4. Fits the channel 5. Has clear purpose 6. Has metrics 7. Is almost always evergreen.

Content calendar

A structured schedule outlining what content will be published, where, and when, to streamline planning and maintain consistency.

Why use a content calendar

Streamlines planning, coordinates teams, maintains consistency, clarifies ownership, and centralizes campaign management.

Key elements of a content calendar

Content type, title, topic, publication date/time, owner, platform, status, notes, and links.

Content calendar apps

CoSchedule, SocialBee, Sendible, Planable, ContentStudio, Trello, Airtable, Cloud Campaign, Later, Loomly, Agorapulse, Notion.

Content inventory attributes

Name/title, URL, author/owner, subject, format, creation/last-modified date, metadata, internal file location.

Content audit evaluation criteria

Business writing quality, no auto-play video, user needs, content standards, goals, performance metrics.

Status for each content piece

Keep, update, or remove—recorded during the audit process.

Mindset: quantity to quality

Shift focus from having lots of content to ensuring content is high quality and effective.