Convert – turn a potential buyer into a lead or customer

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Download our guide to creating a content plan here.

In a marketing strategy, the content plan's job is to translate the strategy work you've done into visible actions on your website. In turn, the channel strategy's job is to determine which channels your company will appear on, what content will be shared on each channel, and what role each channel plays in supporting your customers' purchasing process. The content plan is therefore very much the fuel for the channel strategy.

The purpose of each piece of content is to help the customer make a purchasing decision, but at the same time, their idea is to communicate your company's expertise, operating methods, competitive advantages, and value proposition in a way that is consistent with your brand. Individual pieces of good content are of no use if they don't have one and the same goal.

A good content plan can be divided into the Act, Convert and Engage phases according to the MRACE® model.
Act – provide information and guide towards the next step in the purchase path

In the Act stage, the potential buyer is in the information seeking stage. The most important task of the content is to provide the customer with information, for example, on how to solve a specific luxembourg phone data problem without actively trying to sell them anything. For example, the blog post you are reading now will help you make better marketing strategies.


At this stage of the purchase path, the customer is already very close to making a purchase decision. The content in the Convert phase should be thought of as its task to convince the customer to buy from you. Good content in the Convert phase includes product and service pages, reference stories, and pages where you explain your approach, such as this one .

Engage – engage the customer and make them a recommender of your company

In the Engage phase, content aims to engage a customer who has already purchased something and teach them how to use your company's product, service or solution better. In the Engage phase, current customers are also encouraged to recommend your services through various means.

Read about the model we have used to create over 70 content plans.