Use your personas, positioning and messaging to develop content they will consume with purpose, guiding them through the conversion funnel.

When it comes to content marketers often start with the what – a video, whitepaper, infographic, etc., etc. - getting bogged down in tactics and not focused on the purpose. Develop content strategies using the Precision Content System roadmap that starts with why you’re communicating and to whom. Then map content format to media channel to position in the conversion funnel, optimizing an awareness-to-action content marketing experience.


The content roadmap Shane covered in his workshop was an excellent way to explain how to develop your strategy across audiences, messages, content, tactics and media. Integrating the funnel really helped with coordinating the content with the communications plan.
— AMA Workshop Attendee, University of Wisconsin

  • What’s the proper mix of paid, owned and earned media?

  • How do I establish a common understanding of content, message, media and tactics with my team?

  • When should I use specific tactics along the conversion funnel?

  • How do I convince colleagues to start with the message and not the tactic?