Last Updated on October 18, 2025
If you think about it, SEO sits at the hub of a big wheel. The spokes include other important aspects of your online marketing like social media, paid ads, content marketing, backlinks to other websites – and much more. But where do you even start with content? How do you know what to write about?
I’ll out myself here from the start: For years, I struggled with content planning. Should I write more blog posts? Should I focus on product pages? Should I create educational guides or case studies? The endless to-do list just kept getting longer without much of a strategy behind it.
I get it. Content creation can be very frustrating.
To help you get the wheel rolling, here is a simple, 3-step framework so you can start making sense of your content.
TL:DR Key Takeaways
Stop Writing Random Content
You know that feeling when you’re staring at a blank screen wondering what to write next? Think in three layers – Awareness, Discover, Convert: that tells you exactly what content to create and when.
Meet People Where They Are
Not everyone who visits your site is ready to buy. Most are just browsing, learning, or comparing. Ensure you have content for every stage of the journey – from “What’s this?” to “Where do I sign?”
It’s Not About Writing More – It’s About Writing Smarter
You don’t need to publish every day. You need to fill the right gaps. Audit what you have, see where you’re weak, and build strategically. Less stress, better results.
What’s This Framework All About?
Think of your website content like a pyramid. Not the ancient Egyptian kind (though those are impressive), but a strategic framework that breaks down into three layers: Awareness, Discovery, and Conversion.
Each layer serves a distinct purpose in guiding potential customers from “Who are you?” to “Take my money!”
Let’s start at the bottom and work our way up.
Awareness: The Foundation (or, Casting a Wide Net)
At the base of the framework sits Awareness content. This is where you meet people who are just starting their search journey. They’re curious, they’re learning, and they probably don’t even know your business exists yet.
This type of content is often called “SEO Content or “Evergreen Content”. It is an important part of your sustainable marketing toolbox.
What does Awareness content look like? Think about:
- Definitions – What does SEO actually mean? What’s a backlink?
- Educational Guides – How-to articles that explain processes step by step
- Industry News – What’s happening in your field that people should know about?
- Trends – Where is the industry headed, and what does it mean?
- Ideas – Thought leadership pieces that spark conversation
Awareness content is about being helpful, not about selling. You’re building trust. You’re showing up when someone types “what is content marketing” into Google. You’re becoming a resource, not a salesperson.
Does this really work? Won’t you just be giving away free information without getting any business in return?
That’s a fair question. However, by addressing broad topics, you attract a wider audience. You capture organic traffic on introductory search queries. And more importantly, you position yourself as someone who knows what they’re talking about.
When people are ready to buy, guess who they’ll think of first?
Discover: The Middle Ground (or, Getting Serious)
Once someone knows the basics, they move up to the Discovery layer. This is where things get interesting. Your audience is no longer just browsing – they’re actively looking for solutions.
Discover content includes:
- Solving Pain Points – Actionable solutions to specific problems your audience faces
- Case Studies – Real results from real projects (because nothing beats proof)
- Data Studies – Original research or s8⁹urveys that provide unique insights
- Templates – Ready-to-use frameworks that save people time
- Tools – Reviews and comparisons of software and utilities
This is where you demonstrate value. You’re not just talking theory anymore – you’re showing how things work in practice. You’re targeting more qualified, intent-rich keywords.
Someone searching for “content marketing strategy template” is much further along in their journey than someone searching for “what is content marketing.”
And yes, this takes more effort than churning out basic blog posts. But that’s exactly the point. The people who find your Discover content are engaged visitors who are much more likely to eventually become customers.
Convert: The Peak (or, Where the Magic Happens)
At the top of the pyramid sits Conversion content. This is designed for people who are ready to make a purchasing decision. They know what they need. They’re comparing options. They’re looking for the final push.
Key types of Conversion content:
- Competitor Comparisons – How do you stack up against the alternatives?
- Product Reviews – Detailed breakdowns of features and benefits
- Buyer Guides – Helping shoppers make informed decisions
- Product Pages – Your actual offerings, optimized for conversion
Conversion content builds trust and encourages action. It addresses objections. It answers the question “Why should I choose you?” directly.
Now, you might notice that this layer is the smallest. That’s intentional. Not everyone who visits your site is ready to buy.
Most people on your site in the Awareness or Discovery stages. But the people who are ready to convert are incredibly valuable, which is why this content needs to be sharp, persuasive, and well-optimized.
Putting It All Together (or, The Actual Strategy Part)
Here’s where things get practical. A balanced SEO strategy uses all three layers of the content framework.
Start by auditing what you already have. Where are the gaps? Do you have plenty of blog posts but no case studies? Are your product pages optimized, but you’re not attracting enough top-of-funnel traffic?
Then, build systematically:
- Fill gaps in your Awareness content to attract a broader audience
- Create Discovery assets to nurture those prospects
- Optimize Conversion content for closing sales
And importantly: Track everything.
Content audits and performance tracking ensure each layer remains aligned with evolving user needs and search behaviors. What worked last year might not work today. (Trust me on this – I’ve learned it the hard way.)
So, Does This Actually Work?
I must admit, when I first started using this framework, I was skeptical. Another marketing framework? Really? Don’t we have enough of those already?
But after implementing it with clients, I’ve seen the difference. By structuring content with the framework in mind, you’re building a cohesive system that guides people through their entire journey – from curiosity to conversion.
The search never ends, but this framework should give you a push in the right direction.