How to build a top 1% content strategy that actually drives results

Most content strategies fail. They’re bloated with fluff, built on outdated practices, and fail to deliver measurable business outcomes. According to research by Steve Rayson analyzing 1 million articles, 75% of content gets zero backlinks and half of all articles receive two or fewer social interactions.

The difference between good and bad content isn’t marginal – it’s massive. Good content drives exceptional results while bad content gets virtually nothing. If your content isn’t generating traffic, leads, and revenue, it’s time to rethink your approach.

This guide will show you how to build a content strategy that works – one that puts you in the top 1% of marketers who understand how to create content that dominates search rankings, earns attention, and converts.

The foundation of a top 1% content strategy

Define your content mission

Every great content strategy starts with clarity about what you’re trying to achieve. Create a content mission statement that defines:

• Who your audience is
• What information you’ll provide
• What benefit they’ll receive

For example: “Our content is where office managers find fun tips for the workplace to build happier and more productive teams.”

Only 28% of content programs have a documented mission statement – giving you an immediate advantage when you create one.

Focus on the right metrics

Vanity metrics like pageviews don’t pay the bills. Focus on metrics that tie directly to business outcomes:

• Organic traffic growth
• Conversion rates
• Lead quality
• Revenue generated from content

The three pillars of a winning content strategy

A top 1% content strategy is built on three pillars: original research, influencer collaboration, and strategic distribution.

Pillar 1: Original research that attracts links

Original research is the most powerful form of content for attracting backlinks. When your website becomes the primary source for new information, you enter a completely different category of content.

According to the course transcript, only 47% of companies publish original research, despite its proven effectiveness. Examples of successful original research include:

• Analyzing industry standards (like website features across 500 sites)
• Surveying professionals (like asking 1,000 bloggers how long it takes to write a post)
• Creating benchmark reports that fill information gaps

Case study: A single piece of original research on blogging statistics attracted links from 2,400 different websites, dramatically improving domain authority and search rankings.

Pillar 2: Influencer collaboration

Only 15% of B2B brands have ongoing influencer marketing programs, making this a major competitive advantage. Collaboration improves content in three key ways:

1. Higher quality content with expert perspectives
2. Better social reach as contributors share with their audiences
3. Expanded professional networks

Successful collaboration formats include:

• Contributor quotes from industry experts
• Expert roundups on important topics
• In-depth interviews with subject matter experts

Case study: Gymshark partnered with fitness influencers to promote their apparel, creating a strong community and establishing themselves as a leading sportswear brand among younger audiences.

Pillar 3: Strategic distribution through digital PR

Only 65% of companies engage in PR or offsite publishing. Digital PR and guest blogging put your content in front of larger, targeted audiences while building valuable backlinks.

Benefits include:

• Access to established audiences
• Direct improvement of domain authority
• Growth of your professional network

Case study: Pizzello’s “Best Cities for Pizza” campaign generated over 186 backlinks, received TV coverage, and went viral on social media by combining data with a relatable topic and targeting regional journalists.

Building a comprehensive content ecosystem

A top 1% content strategy connects multiple content types into a cohesive ecosystem:

1. Anchor pieces: In-depth, research-driven content that serves as the foundation
2. Supporting content: How-to articles, listicles, and infographics that link back to anchor pieces
3. Offsite content: Guest posts and PR articles that drive traffic and backlinks to your site

For example, if you run an office coffee delivery service like Crafty:

• Create original research on “Top Perks at Top Offices”
• Develop supporting content like “How to Retain Top Employees”
• Pitch related articles to HR publications
• Create infographics visualizing your research findings
• Interview HR experts about workplace benefits

This interconnected approach builds domain authority that helps your service pages rank for high-intent keywords like “office coffee delivery service.”

The power of persistence

Building a dominant content strategy takes time but delivers exponential results. According to the course transcript, implementing this strategy consistently can help you dominate your category in less than a year.

If your target keyword has a difficulty of 22 (requiring 100-200 backlinks), and you start with 42 backlinks, attracting 25 links per quarter through your content program would put you in competitive range within a year.

Why this works: The 1% advantage

The reason this strategy is so effective is simple: very few marketers implement all these elements together. When you multiply the percentages:

• 28% have a documented content mission
• 47% publish original research
• 15% collaborate with influencers
• 65% engage in PR

That means roughly 1% of content strategies incorporate all these elements – putting you in rare company when you do.

Final thoughts

Stop wasting time on mediocre content that doesn’t drive results. Build a strategy that combines original research, influencer collaboration, and strategic distribution to create a content ecosystem that generates leads consistently.

The difference between good and great isn’t about working harder – it’s about working smarter with a comprehensive strategy that connects all the dots between content creation and business results.

Learn more about building a top 1% content strategy in CXL’s comprehensive course