Content marketing thrives on strategy, creativity, and consistency. But amidst all the shifting trends and endless advice, there are some foundational principles I stand by—non-negotiables for any content program that wants to succeed. These are the “hills I’ll die on” and, conveniently, also my to-do list for your content program. Here’s how these pillars can transform your strategy.

1. Zero-Click Content: Deliver Value Without the Detour

Zero-click content is all about keeping the audience engaged where they are. Instead of creating teaser content that forces users to click away to another platform or website, this approach focuses on providing full value directly within the medium—whether that’s social media, newsletters, or in-app experiences.

• Why It Matters: People scroll fast and lose interest even faster. If your content doesn’t deliver immediate value, they’ll move on.
• Examples:
  • On social media: Post the complete tip, insight, or micro-story instead of linking to a blog.
  • In newsletters: Include actionable advice or summaries that don’t require jumping to external pages.

By meeting audiences where they are and delivering instant value, you foster trust and engagement.

2. Less TOFU, More MOFU and BOFU: Stop Living at the Top of the Funnel

The internet is already overloaded with “What is X?” content—broad, entry-level explanations designed to attract search traffic. While top-of-funnel (TOFU) content has its place, it’s tough to rank for broad keywords, and competitors have likely beaten you to it. The real value lies in middle-of-funnel (MOFU) and bottom-of-funnel (BOFU) content, where the stakes are higher.

• MOFU (Middle-of-Funnel): Help people solve problems. Show them how your product or service meets their needs.
  • Example: A step-by-step guide or case study on how your solution works.
• BOFU (Bottom-of-Funnel): Focus on conversions. Answer objections, provide comparisons, and share testimonials.
  • Example: Pricing breakdowns, product demos, or ROI-focused content.

MOFU builds trust, and BOFU drives sales—this is where your content program should lean heavily, unless you’re starting from scratch and need to build awareness.

3. Newsletters Are Non-Negotiable

A well-executed newsletter is one of the most powerful tools in a marketer’s arsenal. It offers a direct, personal line to your audience, free from algorithms or platform constraints.

• Why They’re Crucial:
  • Captive Audience: Subscribers have opted in, meaning they’re already interested in what you have to say.
  • High Conversion Rates: Email consistently outperforms other channels in driving conversions.
  • Content Control: You decide the format, frequency, and style, creating a unique voice for your brand.
• How to Win with Newsletters:
  • Write them like a cross between a social post and a blog: conversational, punchy, and packed with value.
  • Offer native content (tips, advice, or commentary) rather than a laundry list of links to other posts.

Newsletters build relationships, nurture leads, and push readers closer to buying.

4. Distribution Everywhere: Don’t Let Good Content Go to Waste

Creating content is only half the battle. If no one sees it, what’s the point? A robust distribution strategy ensures your content reaches the widest possible audience.

• Key Tactics:
  • Share across multiple channels (social media, email, your website).
  • Re-share content periodically. Audiences change, algorithms evolve, and most people don’t see your content the first time around.
  • Tailor your distribution to fit each platform. For example:
    • Instagram: Visual snippets or carousel posts.
    • LinkedIn: Long-form posts or professional insights.
    • Twitter: Bite-sized, engaging takeaways.

Your content deserves to be seen—and distribution is how you make that happen.

5. Repurposing Relentlessly: Your Content Deserves a Second Life

Your best content shouldn’t be a one-and-done effort. Repurposing extends its shelf life and ensures your message reaches as many people as possible.

• Why It Works:
  • Different audiences consume content in different formats.
  • Reusing content saves time and resources while maximizing ROI.
• How to Repurpose Effectively:
  • Break down long-form content into smaller chunks. For example: turn a blog post into multiple social media posts or a video into a podcast.
  • Reframe the content for different platforms. For example: a data-heavy infographic for LinkedIn, a casual summary for Instagram Stories.
  • Revisit high-performing content regularly and refresh it with new insights or updated information.

Remember, you will tire of your message long before your audience does. Keep delivering it in new and engaging ways.

Final Thoughts: Build a Smart, Sustainable Content Program

A successful content marketing strategy isn’t about following trends or churning out endless content for the sake of it. It’s about creating value, focusing on what works, and leveraging your efforts strategically.

By adopting these five principles—zero-click content, prioritizing MOFU and BOFU, newsletters, widespread distribution, and relentless repurposing—you can build a content program that drives real results.

The hill I’ll die on? Strategy and execution that delivers substance, not just noise. Now, let’s make it happen.