[{"data":1,"prerenderedAt":1272},["ShallowReactive",2],{"handbook-\u002Fhandbook\u002Fmarketing\u002Fcontent-strategy\u002F":3,"handbook-nav":511},{"id":4,"title":5,"body":6,"description":16,"extension":503,"meta":504,"navigation":505,"path":507,"seo":508,"stem":509,"__hash__":510},"handbook\u002Fhandbook\u002Fmarketing\u002Fcontent-strategy\u002Findex.md","Content Strategy",{"type":7,"value":8,"toc":475},"minimark",[9,13,17,22,25,30,33,36,41,57,60,77,80,97,101,104,113,117,131,133,153,155,168,172,175,182,185,199,201,221,223,237,241,244,300,303,307,311,321,325,328,349,355,359,372,395,398,402,405,413,439,447,451,458,461,465,468],[10,11,5],"h1",{"id":12},"content-strategy",[14,15,16],"p",{},"Content is the primary way FlowFuse builds an audience, builds trust with them,\nand ultimately converts interest into pipeline. The content strategy has many\nchannels; our blog, webinars, eBooks and whitepapers, and video content. All of\nwhich undergoes the same planning and scheduling steps to combine them into one\ncohesive strategy.",[18,19,21],"h2",{"id":20},"content-funnel-stages","Content Funnel Stages",[14,23,24],{},"Every piece of content we create serves a specific purpose depending on where a\nprospect is in their journey. We use three stages: TOFU, MOFU, and BOFU. Each\ncontent decision is framed and mapped to one of those funnel stages.",[26,27,29],"h3",{"id":28},"tofu-top-of-funnel-awareness","TOFU — Top of Funnel (Awareness)",[14,31,32],{},"TOFU content is produced to reach people who have a problem but haven't yet\ndiscovered FlowFuse as the solution. The goal is to educate, earn trust, and\ndrive traffic to website, social sites, and other FlowFuse properties.",[14,34,35],{},"The audience consists mostly of engineers and OT\u002FIT managers exploring IIoT,\nNode-RED, or industrial automation broadly.",[37,38,40],"h4",{"id":39},"conent-criterea","Conent Criterea",[42,43,44,48,51,54],"ul",{},[45,46,47],"li",{},"Broad, educational, and problem-focused — not product (Node-RED or FlowFuse) focused",[45,49,50],{},"Optimized for organic search (SEO), AOE, and social sharing",[45,52,53],{},"Answers questions the audience has already been asking, or lower funnel prospects are asking.",[45,55,56],{},"No sales pressure; value is the CTA",[14,58,59],{},"Examples for FlowFuse:",[42,61,62,65,68,71,74],{},[45,63,64],{},"Tutorial & Guides: \"How to connect a PLC to Node-RED\", \"Getting started with MQTT\"",[45,66,67],{},"Concept explainers: \"What is a Unified Namespace?\", \"OPC UA explained\"",[45,69,70],{},"Industry trend articles: \"How manufacturers are approaching edge computing\"",[45,72,73],{},"Short social video clips demonstrating a built solution with the flow",[45,75,76],{},"Infographics explaining IIoT architecture patterns",[14,78,79],{},"Primary distribution:",[42,81,82,85,88,91,94],{},[45,83,84],{},"Blog",[45,86,87],{},"LinkedIn",[45,89,90],{},"YouTube",[45,92,93],{},"Reddit communities about IIoT, digitalization, and IT\u002FOT Convergence",[45,95,96],{},"Community forums, discords",[26,98,100],{"id":99},"mofu-middle-of-funnel-consideration","MOFU — Middle of Funnel (Consideration)",[14,102,103],{},"MOFU content reaches people who understand the problem space and are evaluating solutions. The goal is to demonstrate that FlowFuse is the right choice and to capture leads.",[14,105,106,107,112],{},"The audience consists of engineers and technical decision-makers comparing platforms or deepening their Node-RED use. Often at ",[108,109,111],"a",{"href":110},"\u002Fhandbook\u002Fmarketing\u002Fmessaging\u002F#audience","Stage 2–3",".",[37,114,116],{"id":115},"content-criteria","Content Criteria",[42,118,119,122,125,128],{},[45,120,121],{},"Solution-aware and comparison-oriented",[45,123,124],{},"Often gated (whitepapers, guides) or event-based (webinars)",[45,126,127],{},"Demonstrates specific FlowFuse capabilities in realistic contexts",[45,129,130],{},"Designed to capture contact information or deepen engagement",[14,132,59],{},[42,134,135,138,141,144,147,150],{},[45,136,137],{},"Deep-dive tutorials: \"Managing 50 Node-RED instances with FlowFuse\"",[45,139,140],{},"Comparison content: \"Self-hosted Node-RED vs. FlowFuse Cloud\"",[45,142,143],{},"Webinars: live product walkthroughs, use-case demos",[45,145,146],{},"Gated content: whitepapers, eBooks, architecture guides, integration checklists",[45,148,149],{},"Newsletter content nurturing existing contacts",[45,151,152],{},"Customer stories with technical depth",[14,154,79],{},[42,156,157,160,162,165],{},[45,158,159],{},"Email nurture",[45,161,87],{},[45,163,164],{},"Webinar channels",[45,166,167],{},"Gated landing pages",[26,169,171],{"id":170},"bofu-bottom-of-funnel-decision","BOFU — Bottom of Funnel (Decision)",[14,173,174],{},"BOFU content reaches people who are ready to act. The goal is to remove friction and convert interest into a trial signup, demo request, or contact sales submission.",[14,176,177,178,181],{},"The audience consists of decision-makers and champions ready to evaluate FlowFuse. Often at ",[108,179,180],{"href":110},"Stage 3–4"," or actively comparing vendors.",[37,183,116],{"id":184},"content-criteria-1",[42,186,187,190,193,196],{},[45,188,189],{},"Product and proof-of-value focused",[45,191,192],{},"Emphasizes ROI, security, and enterprise readiness",[45,194,195],{},"Social proof is critical: customer stories, reviews, certifications",[45,197,198],{},"Clear, direct CTAs (sign up, book a demo, contact sales)",[14,200,59],{},[42,202,203,206,209,212,215,218],{},[45,204,205],{},"Customer stories with measurable outcomes (cost savings, deployment time, scale)",[45,207,208],{},"Pricing page content and comparison tables",[45,210,211],{},"Free trial onboarding content",[45,213,214],{},"Demo request pages",[45,216,217],{},"G2 review campaigns",[45,219,220],{},"Technical security and compliance documentation for procurement",[14,222,79],{},[42,224,225,228,231,234],{},[45,226,227],{},"Direct sales follow-up",[45,229,230],{},"Email sequences",[45,232,233],{},"Website landing pages",[45,235,236],{},"Paid retargeting",[18,238,240],{"id":239},"content-mix-target","Content Mix Target",[14,242,243],{},"A healthy content programme maintains output across all three stages. As a rule\nof thumb:",[245,246,247,263],"table",{},[248,249,250],"thead",{},[251,252,253,257,260],"tr",{},[254,255,256],"th",{},"Stage",[254,258,259],{},"Share of content output",[254,261,262],{},"Primary goal",[264,265,266,278,289],"tbody",{},[251,267,268,272,275],{},[269,270,271],"td",{},"TOFU",[269,273,274],{},"~60%",[269,276,277],{},"Organic reach and brand awareness",[251,279,280,283,286],{},[269,281,282],{},"MOFU",[269,284,285],{},"~30%",[269,287,288],{},"Lead capture and consideration",[251,290,291,294,297],{},[269,292,293],{},"BOFU",[269,295,296],{},"~10%",[269,298,299],{},"Pipeline conversion",[14,301,302],{},"TOFU dominates because it compounds over time through SEO and community sharing.\nBOFU content is fewer pieces but high-quality and high-impact.",[18,304,306],{"id":305},"content-planning-scheduling","Content Planning & Scheduling",[26,308,310],{"id":309},"the-content-calendar","The content calendar",[14,312,313,314,320],{},"All content, e.g. blog posts, webinars, social posts, gated assets, emails, is\ntracked in the ",[108,315,319],{"href":316,"rel":317},"https:\u002F\u002Fapp.asana.com\u002F1\u002F1213818720452348\u002Fproject\u002F1214069528696432\u002Fcalendar\u002F1214069573785519",[318],"nofollow","Asana content calendar",".\nThis is the single source of truth for what is scheduled, who owns it, what the\ngoal of the content is, and when it publishes.",[26,322,324],{"id":323},"two-week-rolling-schedule","Two-week rolling schedule",[14,326,327],{},"We plan and schedule two weeks ahead at all times. This means:",[42,329,330,338,346],{},[45,331,332,333,337],{},"All content items for the next 14 days have an owner, a publish date, and any\nrequired assets (",[108,334,336],{"href":335},"\u002Fhandbook\u002Fmarketing\u002Fcontent-strategy\u002Fblog#blogging-process","blog tiles",", social copy, visuals) in progress.",[45,339,340,341,112],{},"Social posts for the next two weeks are approved and scheduled in the ",[108,342,345],{"href":343,"rel":344},"https:\u002F\u002Fapp-eu1.hubspot.com\u002Fsocial\u002F26586079\u002Fmanage\u002Fcalendar",[318],"HubSpot social calendar",[45,347,348],{},"Any content that requires external input (e.g., engineers writing a tutorial, sales providing customer approval for a story)\nis flagged with a deadline far enough in advance to not block publishing.",[14,350,351,352,112],{},"The two-week buffer exists to avoid reactive, last-minute content that lacks\ncontext or ",[108,353,354],{"href":335},"quality review",[37,356,358],{"id":357},"weekly-review","Weekly review",[14,360,361,362,366,367,371],{},"During the weekly ",[108,363,365],{"href":364},"\u002Fhandbook\u002Fmarketing\u002F#marketing-metrics","marketing team meeting",",\nthe team reviews the content calendar for the next two weeks. The marketing\nmanager confirms each planned and scheduled content piece confirms by the\n",[108,368,370],{"href":369},"#the-content-calendar","requirements",", and also confirms:",[373,374,375,378,381,384,387],"ol",{},[45,376,377],{},"Is each scheduled item on track.",[45,379,380],{},"Sufficient content coverage: missing publish days, imbalanced funnel stages,\nor channels that have gone quiet.",[45,382,383],{},"Scheduling of high-priority items, e.g. product releases, industry news\n(news-jacking), campaigns, that should be added.",[45,385,386],{},"Social posts for the coming weeks are scheduled in HubSpot.",[45,388,389,390],{},"What the week 3, the unplanned week, content demands are (Funnel stage, publish dates, etc).\n",[42,391,392],{},[45,393,394],{},"Schedule proposed content where possible.",[14,396,397],{},"This review is a standing agenda item, not a special meeting. It takes about 10\nminutes.",[26,399,401],{"id":400},"future-content-planning","Future Content Planning",[14,403,404],{},"Due to the rolling 2 weeks scheduling, a third week needs content still to be\nproposed and thought out. Before a piece is scheduled, that is a publish time is\nset, the content should be planned properly.",[14,406,407,408,412],{},"To propose new content, create an item in the ",[108,409,411],{"href":316,"rel":410},[318],"content calendar","\nwith the following clarified:",[42,414,415,423,430,433,436],{},[45,416,417,418,422],{},"An assigned ",[108,419,421],{"href":420},"\u002Fhandbook\u002Fcompany\u002Fdecisions\u002F#dri-responsible-and-accountable","DRI"," (usually the content producer)",[45,424,425,426],{},"A ",[108,427,429],{"href":428},"#content-funnel-stages","Content funnel stage",[45,431,432],{},"A content type (blog, social, webinar, email, etc.)",[45,434,435],{},"A target publish date",[45,437,438],{},"Proposed title and summery of content",[14,440,441,442,446],{},"Proposed content is scheduled when the due date is set, and the content fits the\n",[108,443,445],{"href":444},"\u002Fhandbook\u002Fmarketing\u002Fmessaging","messaging"," line, funnel stage requirements, and target audience.",[18,448,450],{"id":449},"performance-of-content","Performance of Content",[14,452,453,454,112],{},"After a piece of content has been live for four weeks, performance data (organic\ntraffic, social engagement, lead conversions) is reviewed in the ",[108,455,457],{"href":456},"\u002Fhandbook\u002Fmarketing\u002Fhow-we-work\u002F#monthly-marketing-performance-tracking","monthly marketing performance review",[14,459,460],{},"Insights from that review, for example which topics resonated, which formats performed, the stages needing more content\nfeed directly into the next planning cycle. If a content producer's piece\nperforms particularly well or poorly, the Product Marketing Manager shares that\ncontext with them to improve future contributions.",[26,462,464],{"id":463},"social-posts","Social posts",[14,466,467],{},"Social posts are part of the content calendar, not a separate track. Each blog,\nwebinar, or product update on the calendar should have associated social posts\nplanned at the same time.",[14,469,470,471,112],{},"For social-specific planning, posting hours, etc, etc, see the\n",[108,472,474],{"href":473},"\u002Fhandbook\u002Fmarketing\u002Fsocial-media\u002F#planning-and-posting","Social Media 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