[{"data":1,"prerenderedAt":1331},["ShallowReactive",2],{"handbook-\u002Fhandbook\u002Fmarketing\u002Fcontent-strategy\u002F":3,"handbook-nav":571},{"id":4,"title":5,"body":6,"description":16,"extension":563,"meta":564,"navigation":565,"path":567,"seo":568,"stem":569,"__hash__":570},"handbook\u002Fhandbook\u002Fmarketing\u002Fcontent-strategy\u002Findex.md","Content Strategy",{"type":7,"value":8,"toc":532},"minimark",[9,13,17,22,25,72,77,80,84,87,91,94,97,102,116,119,136,139,156,160,163,171,175,189,191,211,213,226,230,233,240,243,257,259,279,281,295,299,302,358,361,365,369,378,382,385,406,412,416,429,452,455,459,462,470,496,504,508,515,518,522,525],[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},"requesting-work-from-marketing","Requesting Work from Marketing",[14,23,24],{},"Submit the form that matches your request type. Each submission creates a task in\nthe marketing team's Asana project and notifies the team — there is no need to\nalso message anyone in Slack.",[26,27,28,39,47,55,61],"ul",{},[29,30,31,32],"li",{},"Content: blog post, video, or other content piece\n",[33,34,38],"a",{"href":35,"rel":36},"https:\u002F\u002Fform.asana.com\u002F?k=K_dzcim2pxCeI56fklVtRA&d=1213818720452348",[37],"nofollow","Open the Content Request Form",[29,40,41,42],{},"Web page or change: new web page or changes to an existing one\n",[33,43,46],{"href":44,"rel":45},"https:\u002F\u002Fform.asana.com\u002F?k=nYxAzsUL57HCyN3W8IYh9w&d=1213818720452348",[37],"Open the Web Pages\u002FChanges Request Form",[29,48,49,50],{},"Artwork: diagram, presentation, PDF, blog tile, or other visual asset\n",[33,51,54],{"href":52,"rel":53},"https:\u002F\u002Fform.asana.com\u002F?k=rkrkpLHIiK60ZKI4xgixLA&d=1213818720452348",[37],"Open the Promo & Artwork Request Form",[29,56,57,58],{},"Social post: promotion of existing content, a product update, an event recap, or similar\n",[33,59,54],{"href":52,"rel":60},[37],[29,62,63,64,68,69],{},"Email: a one-off email campaign, not part of recurring sends. For the monthly\nnewsletter, see ",[33,65,67],{"href":66},"\u002Fhandbook\u002Fmarketing\u002Fprograms\u002F#_2-content-community-marketing","Marketing Programs",".\n",[33,70,54],{"href":52,"rel":71},[37],[73,74,76],"h3",{"id":75},"prioritization-and-deadlines","Prioritization and deadlines",[14,78,79],{},"The marketing team prioritizes requests based on their impact on the business and\ntheir alignment with current company priorities. The team makes every effort to\nmeet requested deadlines, but when bottlenecks occur and work needs to be\nre-prioritized, delivery dates may shift. If your request is time-critical, say so\nin the form and explain why.",[18,81,83],{"id":82},"content-funnel-stages","Content Funnel Stages",[14,85,86],{},"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.",[73,88,90],{"id":89},"tofu-top-of-funnel-awareness","TOFU — Top of Funnel (Awareness)",[14,92,93],{},"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.",[14,95,96],{},"The audience consists mostly of engineers and OT\u002FIT managers exploring IIoT,\nNode-RED, or industrial automation broadly.",[98,99,101],"h4",{"id":100},"conent-criterea","Conent Criterea",[26,103,104,107,110,113],{},[29,105,106],{},"Broad, educational, and problem-focused — not product (Node-RED or FlowFuse) focused",[29,108,109],{},"Optimized for organic search (SEO), AOE, and social sharing",[29,111,112],{},"Answers questions the audience has already been asking, or lower funnel prospects are asking.",[29,114,115],{},"No sales pressure; value is the CTA",[14,117,118],{},"Examples for FlowFuse:",[26,120,121,124,127,130,133],{},[29,122,123],{},"Tutorial & Guides: \"How to connect a PLC to Node-RED\", \"Getting started with MQTT\"",[29,125,126],{},"Concept explainers: \"What is a Unified Namespace?\", \"OPC UA explained\"",[29,128,129],{},"Industry trend articles: \"How manufacturers are approaching edge computing\"",[29,131,132],{},"Short social video clips demonstrating a built solution with the flow",[29,134,135],{},"Infographics explaining IIoT architecture patterns",[14,137,138],{},"Primary distribution:",[26,140,141,144,147,150,153],{},[29,142,143],{},"Blog",[29,145,146],{},"LinkedIn",[29,148,149],{},"YouTube",[29,151,152],{},"Reddit communities about IIoT, digitalization, and IT\u002FOT Convergence",[29,154,155],{},"Community forums, discords",[73,157,159],{"id":158},"mofu-middle-of-funnel-consideration","MOFU — Middle of Funnel (Consideration)",[14,161,162],{},"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.",[14,164,165,166,170],{},"The audience consists of engineers and technical decision-makers comparing platforms or deepening their Node-RED use. Often at ",[33,167,169],{"href":168},"\u002Fhandbook\u002Fmarketing\u002Fmessaging\u002F#audience","Stage 2–3",".",[98,172,174],{"id":173},"content-criteria","Content Criteria",[26,176,177,180,183,186],{},[29,178,179],{},"Solution-aware and comparison-oriented",[29,181,182],{},"Often gated (whitepapers, guides) or event-based (webinars)",[29,184,185],{},"Demonstrates specific FlowFuse capabilities in realistic contexts",[29,187,188],{},"Designed to capture contact information or deepen engagement",[14,190,118],{},[26,192,193,196,199,202,205,208],{},[29,194,195],{},"Deep-dive tutorials: \"Managing 50 Node-RED instances with FlowFuse\"",[29,197,198],{},"Comparison content: \"Self-hosted Node-RED vs. FlowFuse Cloud\"",[29,200,201],{},"Webinars: live product walkthroughs, use-case demos",[29,203,204],{},"Gated content: whitepapers, eBooks, architecture guides, integration checklists",[29,206,207],{},"Newsletter content nurturing existing contacts",[29,209,210],{},"Customer stories with technical depth",[14,212,138],{},[26,214,215,218,220,223],{},[29,216,217],{},"Email nurture",[29,219,146],{},[29,221,222],{},"Webinar channels",[29,224,225],{},"Gated landing pages",[73,227,229],{"id":228},"bofu-bottom-of-funnel-decision","BOFU — Bottom of Funnel (Decision)",[14,231,232],{},"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.",[14,234,235,236,239],{},"The audience consists of decision-makers and champions ready to evaluate FlowFuse. Often at ",[33,237,238],{"href":168},"Stage 3–4"," or actively comparing vendors.",[98,241,174],{"id":242},"content-criteria-1",[26,244,245,248,251,254],{},[29,246,247],{},"Product and proof-of-value focused",[29,249,250],{},"Emphasizes ROI, security, and enterprise readiness",[29,252,253],{},"Social proof is critical: customer stories, reviews, certifications",[29,255,256],{},"Clear, direct CTAs (sign up, book a demo, contact sales)",[14,258,118],{},[26,260,261,264,267,270,273,276],{},[29,262,263],{},"Customer stories with measurable outcomes (cost savings, deployment time, scale)",[29,265,266],{},"Pricing page content and comparison tables",[29,268,269],{},"Free trial onboarding content",[29,271,272],{},"Demo request pages",[29,274,275],{},"G2 review campaigns",[29,277,278],{},"Technical security and compliance documentation for procurement",[14,280,138],{},[26,282,283,286,289,292],{},[29,284,285],{},"Direct sales follow-up",[29,287,288],{},"Email sequences",[29,290,291],{},"Website landing pages",[29,293,294],{},"Paid retargeting",[18,296,298],{"id":297},"content-mix-target","Content Mix Target",[14,300,301],{},"A healthy content programme maintains output across all three stages. As a rule\nof thumb:",[303,304,305,321],"table",{},[306,307,308],"thead",{},[309,310,311,315,318],"tr",{},[312,313,314],"th",{},"Stage",[312,316,317],{},"Share of content output",[312,319,320],{},"Primary goal",[322,323,324,336,347],"tbody",{},[309,325,326,330,333],{},[327,328,329],"td",{},"TOFU",[327,331,332],{},"~60%",[327,334,335],{},"Organic reach and brand awareness",[309,337,338,341,344],{},[327,339,340],{},"MOFU",[327,342,343],{},"~30%",[327,345,346],{},"Lead capture and consideration",[309,348,349,352,355],{},[327,350,351],{},"BOFU",[327,353,354],{},"~10%",[327,356,357],{},"Pipeline conversion",[14,359,360],{},"TOFU dominates because it compounds over time through SEO and community sharing.\nBOFU content is fewer pieces but high-quality and high-impact.",[18,362,364],{"id":363},"content-planning-scheduling","Content Planning & Scheduling",[73,366,368],{"id":367},"the-content-calendar","The content calendar",[14,370,371,372,377],{},"All content, e.g. blog posts, webinars, social posts, gated assets, emails, is\ntracked in the ",[33,373,376],{"href":374,"rel":375},"https:\u002F\u002Fapp.asana.com\u002F1\u002F1213818720452348\u002Fproject\u002F1214069528696432\u002Fcalendar\u002F1214069573785519",[37],"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.",[73,379,381],{"id":380},"two-week-rolling-schedule","Two-week rolling schedule",[14,383,384],{},"We plan and schedule two weeks ahead at all times. This means:",[26,386,387,395,403],{},[29,388,389,390,394],{},"All content items for the next 14 days have an owner, a publish date, and any\nrequired assets (",[33,391,393],{"href":392},"\u002Fhandbook\u002Fmarketing\u002Fcontent-strategy\u002Fblog#blogging-process","blog tiles",", social copy, visuals) in progress.",[29,396,397,398,170],{},"Social posts for the next two weeks are approved and scheduled in the ",[33,399,402],{"href":400,"rel":401},"https:\u002F\u002Fapp-eu1.hubspot.com\u002Fsocial\u002F26586079\u002Fmanage\u002Fcalendar",[37],"HubSpot social calendar",[29,404,405],{},"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.",[14,407,408,409,170],{},"The two-week buffer exists to avoid reactive, last-minute content that lacks\ncontext or ",[33,410,411],{"href":392},"quality review",[98,413,415],{"id":414},"weekly-review","Weekly review",[14,417,418,419,423,424,428],{},"During the weekly ",[33,420,422],{"href":421},"\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",[33,425,427],{"href":426},"#the-content-calendar","requirements",", and also confirms:",[430,431,432,435,438,441,444],"ol",{},[29,433,434],{},"Is each scheduled item on track.",[29,436,437],{},"Sufficient content coverage: missing publish days, imbalanced funnel stages,\nor channels that have gone quiet.",[29,439,440],{},"Scheduling of high-priority items, e.g. product releases, industry news\n(news-jacking), campaigns, that should be added.",[29,442,443],{},"Social posts for the coming weeks are scheduled in HubSpot.",[29,445,446,447],{},"What the week 3, the unplanned week, content demands are (Funnel stage, publish dates, etc).\n",[26,448,449],{},[29,450,451],{},"Schedule proposed content where possible.",[14,453,454],{},"This review is a standing agenda item, not a special meeting. It takes about 10\nminutes.",[73,456,458],{"id":457},"future-content-planning","Future Content Planning",[14,460,461],{},"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.",[14,463,464,465,469],{},"To propose new content, create an item in the ",[33,466,468],{"href":374,"rel":467},[37],"content calendar","\nwith the following clarified:",[26,471,472,480,487,490,493],{},[29,473,474,475,479],{},"An assigned ",[33,476,478],{"href":477},"\u002Fhandbook\u002Fcompany\u002Fdecisions\u002F#dri-responsible-and-accountable","DRI"," (usually the content producer)",[29,481,482,483],{},"A ",[33,484,486],{"href":485},"#content-funnel-stages","Content funnel stage",[29,488,489],{},"A content type (blog, social, webinar, email, etc.)",[29,491,492],{},"A target publish date",[29,494,495],{},"Proposed title and summery of content",[14,497,498,499,503],{},"Proposed content is scheduled when the due date is set, and the content fits the\n",[33,500,502],{"href":501},"\u002Fhandbook\u002Fmarketing\u002Fmessaging","messaging"," line, funnel stage requirements, and target audience.",[18,505,507],{"id":506},"performance-of-content","Performance of Content",[14,509,510,511,170],{},"After a piece of content has been live for four weeks, performance data (organic\ntraffic, social engagement, lead conversions) is reviewed in the ",[33,512,514],{"href":513},"\u002Fhandbook\u002Fmarketing\u002Fhow-we-work\u002F#monthly-marketing-performance-tracking","monthly marketing performance review",[14,516,517],{},"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.",[73,519,521],{"id":520},"social-posts","Social posts",[14,523,524],{},"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.",[14,526,527,528,170],{},"For social-specific planning, posting hours, etc, etc, see the\n",[33,529,531],{"href":530},"\u002Fhandbook\u002Fmarketing\u002Fsocial-media\u002F#planning-and-posting","Social Media handbook",{"title":533,"searchDepth":534,"depth":534,"links":535},"",4,[536,541,552,553,560],{"id":20,"depth":537,"text":21,"children":538},2,[539],{"id":75,"depth":540,"text":76},3,{"id":82,"depth":537,"text":83,"children":542},[543,546,549],{"id":89,"depth":540,"text":90,"children":544},[545],{"id":100,"depth":534,"text":101},{"id":158,"depth":540,"text":159,"children":547},[548],{"id":173,"depth":534,"text":174},{"id":228,"depth":540,"text":229,"children":550},[551],{"id":242,"depth":534,"text":174},{"id":297,"depth":537,"text":298},{"id":363,"depth":537,"text":364,"children":554},[555,556,559],{"id":367,"depth":540,"text":368},{"id":380,"depth":540,"text":381,"children":557},[558],{"id":414,"depth":534,"text":415},{"id":457,"depth":540,"text":458},{"id":506,"depth":537,"text":507,"children":561},[562],{"id":520,"depth":540,"text":521},"md",{},{"order":566},1,"\u002Fhandbook\u002Fmarketing\u002Fcontent-strategy",{"title":5,"description":16},"handbook\u002Fmarketing\u002Fcontent-strategy\u002Findex","fpDloie5W-S9zCCz7fIsoMltBHhf465jKK3N9uqVUtA",[572],{"title":573,"path":574,"stem":575,"children":576},"Handbook","\u002Fhandbook","handbook",[577,579,704,736,949,1026,1088,1223],{"title":573,"path":574,"stem":578},"handbook\u002Findex",{"title":580,"group":580,"icon":581,"order":566,"path":582,"stem":583,"children":584},"Company","i-lucide-building-2","\u002Fhandbook\u002Fcompany","handbook\u002Fcompany\u002Findex",[585,586,590,594,598,617,621,625,629,696,700],{"title":580,"path":582,"stem":583},{"title":587,"path":588,"stem":589},"Board 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Guide","\u002Fhandbook\u002Fcompany\u002Fguides\u002Fmarkdown","handbook\u002Fcompany\u002Fguides\u002Fmarkdown",{"title":618,"path":619,"stem":620},"Organizational Structure","\u002Fhandbook\u002Fcompany\u002Forganizational-structure","handbook\u002Fcompany\u002Forganizational-structure",{"title":622,"path":623,"stem":624},"Principles","\u002Fhandbook\u002Fcompany\u002Fprinciples","handbook\u002Fcompany\u002Fprinciples",{"title":626,"path":627,"stem":628},"Remote Work","\u002Fhandbook\u002Fcompany\u002Fremote","handbook\u002Fcompany\u002Fremote",{"title":630,"icon":631,"path":632,"stem":633,"children":634},"Security","i-lucide-shield","\u002Fhandbook\u002Fcompany\u002Fsecurity","handbook\u002Fcompany\u002Fsecurity\u002Findex",[635,636,640,644,648,652,656,660,664,668,672,676,680,684,688,692],{"title":630,"path":632,"stem":633},{"title":637,"path":638,"stem":639},"Access Control 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