At Zest we understand the importance of properly planning your content output. From the initial consideration stage, through to implementation and reporting, all are imperative to achieving your marketing goals. To help guide you through the process, we take you through the Six Pillars of Content.


First you need to define your goals. These can range from marketing goals (i.e. establishing yourself as a thought leader), business goals (growing revenue), or others, such as simply improving the quality of your content.

Next, identify your personas. Personas are fictionalised representations of your ideal customer, and they are determined by looking at different demographics, their goals, objectives and their response to different marketing types.

After you have collected your goals and personas, it is time to brainstorm your targeted content. Map out your content using your personas and their life cycle stages, so the content is reaching your ideal audience on the right channels at the best time.


Second, take an objective look at the content you are currently creating. Thoroughly research your offline content (sales scripts), online platforms (blogs), and marketing materials (brochures) to identify patterns and trends in your output.

Then do the same with your competitors’ content; find out what they’re posting, where they’re posting and how they’re doing it. This will enable you to establish your place in the market, and help you on your way to becoming a thought leader.


Next, it’s time to get cracking on the content. Whether you’re writing, designing or filming, remember to structure it so it appeals to your targeted audience.

At Zest Media, our award winning, well informed digital and print editors have experience working for national publications such as Grazia, The Times and The Guardian, and are well versed in working to a commercial brief. When we create content, we optimise its readability, boost its SEO, and speak your personas’ language.


Push out your content on the right channels after you’ve researched the best platforms for your personas. These can be through your owned channels, i.e. a blog page or social handles, paid for media channels, i.e. social ads and PPC, or Zest’s owned media channels.


Using detailed analysis and reporting, from sources such as Google Analytics, work out what worked well and start plotting trends. This will help you to refine and optimise your strategy to ensure you’re grabbing the attention of your ideal customer. Detailed reporting will also help you map out the next stage of content and brainstorm new features.


Taking what you’ve learnt, refine and optimise your strategy. Its time to start the cycle again!