The concept is a simple one: no content plan is complete unless it's based around delivering content consistently. To do this requires a focus on strategy, not just on a few blog posts and the odd bigger campaign.

That consistent delivery — and the audience retention it creates — comes from the smaller content pieces, the glue that binds it together; the strategy in its entirety.

The discussion around the purchase funnel often turns out to be incredibly important: it ensures you look not just for ideas that help with awareness, but also further down the funnel. It's also possible to tie content types in to this to ensure variation between the types of content you produce. To do this we use the Content Matrix I created specifically for this purpose; you can see it above:

When you accept the role of mentor with your content, your business accomplishes its goals while helping the prospect do the same.