When you have to produce content, it is best to do this according to themes. With content marketing themes that match the wishes and needs (information needs) of your customers and target groups. Yet in daily practice you often see that the creative brains are the ones that chose the topics. And if they are not all that creative, then the topics are usually very obvious. Yes, this is how you easily fill your content library. That may of course not be the goal. Because, do these content marketing themes deliver the right value to the customer and target groups that you want to reach? And also in the right phase of the funnel, the purchasing process, the customer journey?

In any case, avoid these three common mistakes:

  • you write articles and produce videos that are fun, but not aimed at specific target groups
  • creating content on topic a, then on b, then c, without any common thread
  • the content does not meet the wishes and needs of the customer and target groups


If you do not create content-oriented and target-group-oriented content marketing themes, it is extremely difficult to actually reach the desired groups of people. You then make it more difficult for yourself to achieve the set goals. If there is no line in your content production, your “thought leadership” is poorly expressed. You see an example of this leadership based on knowledge when you google on Content Theme. You show that you have a fascination for a subject, are willing to deepen this and share your knowledge with the outside world.
When the content you create does not meet the wishes and needs of the customer and target groups, you also miss the point. A waste of your time.

Add value

Content must have a goal, be made for one target group (sometimes this can also be two or a maximum of 3 target groups) and add value for that target group (s). This ensures that the reader (viewer) recognizes himself, is fascinated, and becomes committed to you. When content is relevant and valuable, readers (viewers) and search engines like Google appreciate this. That makes you not only visible to the right people in the inspiration phase, but also findable for people looking for information in the information or persuasion phase. And that will bring you closer to the desired goals faster.


This is pure necessity. And don’t forget your customer groups within those target groups. All too often, content is created solely to attract new people; while the retention phase is skipped. Customers already know you, your products / services. When satisfied and presented with information that adds even more value, they are more likely to share this info. The effect is obvious, right?
How do you know that the content marketing themes you choose add that desired value? In practice I notice that these four sources are valuable:

  1. Interview customers and also people who have decided not to become a customer about their purchasing motives, decisions, (information) needs and their sources consulted
  2. Customers of customers can also provide valuable information
  3. View reviews and NPS data: you get so much valuable information from this!
  4. Talk to people within your company who have customer contact at various levels, as they know the customer

It is important to make a connection between your product / service (your solutions) and the needs that your customer and target groups have within the various phases of their purchasing process. The connecting factor? That is the content.

The Content Theme Model

A content theme connects your solutions with the pain of the customer or target group. I recommend that you, when you know which themes match the wishes and needs of your target groups, chart this schematically. Certainly if you work with a team on content marketing within your company, then it is necessary to have this clear.

This is how you put the model together:

  1. Start from the target group: what are the most important needs per phase in the content journey (the purchasing process)?
  2. From the strategy and positioning you know what the pain of the target group / customer group is and how your company solves this, note that;
  3. Create a top 3 content marketing themes per target group and ultimately work this out one by one, step by step;
  4. Map: which content (in various types of media) must be created, or reused, for the channels that are relevant for this target group? Every phase needs different content. And then map out: what value do we deliver with this; check whether this matches the wishes and needs, including the expectations, of your intended target group;
  5. Also set goals related to your strategic online marketing goals;
  6. Which KPI are important to know whether what we do is effective?
  7. Don’t forget to evaluate the results!
  8. Assess the right goals / KPIs per phase!

You have different measurement indicators per phase in the content and customer journey. In the inspiration phase, for example, it is more about traffic, impressions, reach. While in the information and persuasion phase you want to know how many people download an information brochure. In the conversion phase you measure the actual requests for an appointment or information, or of course direct purchases.

Want to know more about content marketing themes?

When you want more information on content marketing themes, I recommend this article:

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