The Content Strategy Knowledge Base aims to support practitioners, students and teachers of content strategy.

Content Marketing

Planning of efficient content, Tactics of content marketing/inbound marketing, Finding of topics Use of storytelling for marketing purposes, Community Management

Teachers

Robert Weller

Lecture Reports

4 Mar 2026

Bull’s eyes, North stars and everything in between: Building a framework for effective content marketing

This article connects the DuPont KPI Tree, Bullseye Framework, and North Star Metric. It argues that while DuPont offers analytical precision, it can overwhelm less mature organizations. The North Star Metric provides a user-centered starting point that can evolve into a full KPI system over time.

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Lecture Reports

13 Apr 2025

From Strategy to Action: How Content Marketing Complements Content Strategy

This article explores how content strategy and content marketing complement each other. Strategy sets the goals, defines audiences and aligns with business needs, while marketing brings it to life through creation and distribution. Together, they ensure content is purposeful, consistent and delivers measurable impact.

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Lecture Reports

2 Feb 2023

Beyond data: using empathy for mapping a buyer persona

The idea of empathy-based personas goes beyond data. The method can become fundamental for effective content as it helps establish a relationship between an organization and a user. In her workshop, Hilary Marsh explained how to use empathy to understand a target audience and create effective content.

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Content Marketing

Teachers

Lecture Reports 4 Mar 2026

Bull’s eyes, North stars and everything in between: Building a framework for effective content marketing

Lecture Reports 13 Apr 2025

From Strategy to Action: How Content Marketing Complements Content Strategy

Lecture Reports 2 Feb 2023

Beyond data: using empathy for mapping a buyer persona

Lecture Reports

4 Mar 2026

Lecture Reports

13 Apr 2025

Lecture Reports

2 Feb 2023