Content marketing continues to gain traction with B2B tech marketers because it builds awareness, educates prospects, and creates valuable engagement.
But even as more companies invest in it, too many fall into the same trap: creating content built on internal perspectives rather than customer behavior.
The result is content marketing that highlights products and company priorities without fully connecting to what customers are actually looking for.
This wastes money and time and reduces the impact of your program.
The David James Agency (DJA) has developed a new, differentiated service designed to close this gap: Keyword-to-Conversion Mapping. It’s a smarter way to approach content marketing by aligning what marketers say with how and what your customers search for.
The goal is to be found by the right people at the right moment. This customer-intent-driven approach builds awareness and drives bottom-line results.
The Problem with Messaging for Content Marketing
Much of today’s messaging for content marketing is developed from the inside out. Companies look at their own product lines or service offerings, write what they think prospects want to hear, then push it out across earned, owned and paid channels.
While this approach resonates with existing customers or late-stage buyers, it rarely speaks to the broader market. It’s not how new leads are captured.
What’s missing is the intent of the customer. What are they searching for? What terms are they using? What problems are they trying to solve? Keyword-to-Conversion Mapping puts those questions front and center.
Introducing Keyword-to-Conversion Mapping
Keyword-to-Conversion Mapping is DJA’s answer to today’s noisy and competitive content landscape. It’s a methodology that identifies the keywords and search terms your potential customers are using—and then aligns your content with that intent.
Each keyword is analyzed across three dimensions:
- How easy it is to rank in search engines
- How frequently it’s being searched
- Where the searcher of that keyword likely is in their buying process
This deep analysis goes far beyond traditional SEO. It helps build a complete picture—of what content will rank, and more importantly, what content will convert.
The result is a more precise content strategy: messaging developed around keywords with real potential to bring in qualified traffic and move prospects along the path to purchase.
Aligning Messaging with the PESO© Model
Once high-value keywords have been identified, the next step is activation. That’s where the PESO Model©comes in—paid, earned, shared, and owned media working together to support and amplify the marketing messaging.
Owned content becomes the core—well-crafted blogs, articles, podcasts, and videos optimized with the identified keywords. From there, DJA uses the other channels to promote expert content to key audiences, secures earned media placements to build credibility, and drives engagement through social media. The message remains consistent, but the distribution multiplies across every channel where buyers are doing their research.
This integrated approach ensures that your content marketing reaches the right people at the right time—and reinforces your position in the market across multiple touchpoints.
Keyword Research is Important
DJA’s Keyword-to-Conversion Mapping protocol sets us apart. It’s all about finding the right keywords. The keyword generation process starts with a wide-ranging brainstorming phase, pulling in keyword ideas from generative AI tools, competitor analysis, and leading voices in your market. Instead of throwing everything at the wall, DJA uses performance data to filter out noise and isolate what matters.
Each keyword is scored for relevance, search volume, competitive ranking difficulty, and stage of buyer intent. This analysis creates a roadmap for content marketing that will perform from the get-go. You don’t have to guess any longer whether a topic will resonate. You’ll know in advance how to fine tune your subject matter to drive visibility, engagement, and conversion.
Impactful Results
The ultimate goal of content marketing programs is to drive results. DJA’s Keyword-to-Conversion Mapping is built with that goal in mind, delivering measurable impact across key areas.
With improved keyword alignment, brands see increased website traffic and stronger domain authority. The content performs better in search rankings, gains more visibility on social media, and earns mentions in relevant press outlets. Just as important, it drives higher-quality leads—both marketing and sales-qualified leads—because the content marketing is directly tied to the questions and challenges prospects are already trying to solve.
Every piece of content becomes a conversion asset, backed by intent and designed to move someone from awareness to consideration to decision.
Redefining Effective Content marketing
DJA’s Keyword-to-Conversion Mapping marks a shift in how content marketing is conceived and executed. Companies now have a data-driven way to build messages that resonate—because they originate from what the customer is already searching for.
This is the next evolution of content marketing: not just producing more, but producing smarter. It’s how brands can rise above the noise and earn a meaningful spot in their buyers’ journey. It’s how content becomes a tool for conversion—not just awareness.
For organizations that want their content marketing to work harder, reach further, and convert faster, DJA’s Keyword-to-Conversion Mapping is the solution. It connects customer behavior with brand storytelling, creating messaging that is relevant, discoverable, and strategically positioned to deliver impact. In today’s crowded digital space, that kind of precision isn’t just helpful—it’s essential.
To see how Keyword-to-Conversion Mapping can work for you, email us at [email protected].
The PESO Model and its graphic are available for use under Creative Commons. They are copyrighted and trademarked by Gini Dietrich and Spin Sucks.