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Free practical guide

The IRM method: 3 steps to create high-impact content

A simple, actionable method to turn your ideas into content that matters. IRM = Identify your audience's problems, Route them into a TOFU/MOFU/BOFU journey, Materialize them into concrete formats with a real call to action. No more blank page.

Did you know? According to the Content Marketing Institute, 73% of the most successful companies have a documented content strategy. The rest publish at random and wear themselves out with no return on investment.

Source: Content Marketing Institute - B2B Research

  • ✓
    A clear 3-step method: Identify · Route · Materialize
  • ✓
    Question templates to surface your customers' real topics
  • ✓
    TOFU/MOFU/BOFU sorting explained, with sample formats for each stage
  • ✓
    The "60/30/10" rule to publish at the right pace without overselling
  • ✓
    A ready-to-use editorial roadmap and simple KPIs to track
Download the full guide ↓
IRM method visual

What's inside this guide

Chapter 1: Identify your customers' real problems (data sources and sample questions).

Chapter 2: Route your ideas into a coherent buying journey (TOFU • MOFU • BOFU).

Chapter 3: Materialize your ideas into high-impact content (choosing formats and CTAs).

Conclusion: From raw idea to editorial calendar (the golden 60/30/10 rule).

Content needs a target

The IRM method is powerful, but only if you know who you're talking to. Content made "for everyone" is content made for no one.

Before planning your posts, make sure you've defined your audience by downloading our guide explaining how to build a persona that's actually useful.

And once your content is ready (articles, videos, white papers), host it effectively to generate qualified leads with our standard Odoo website builder.

They put it into practice

Real feedback after adopting the IRM method in their editorial strategy.

Camille R.
Communications Manager

“We listed 30 real customer questions, sorted them by funnel stage (TOFU/MOFU) and produced 2 pieces per week. Inbound meetings followed naturally.”

Lucas M.
SME Business Owner

“The 60/30/10 rule stopped us from constantly overselling on LinkedIn. We get more reach at the discovery stage, and much better-qualified quote requests at the end of the journey.”

Sonia T.
Marketing Director

“IRM gives us a common thread: we know what to publish, where to publish it, and above all why we're doing it. KPIs are finally readable by the end of the month.”

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Frequently asked questions (FAQ)

Short, actionable answers built for the field.

A semi-fictional profile based on real data (quantitative + qualitative) that guides your messages, offers and distribution channels. It's there to drive business decisions, not to decorate your office.
Aim for 20 to 25 one-on-one interviews from a representative sample of 50 to 60 people. Beyond that number, insights tend to repeat (data saturation).
Focus on: professional context, buying triggers, obstacles, final selection criteria, how they research information, and note the exact words they use. The guide includes a ready-to-use interview template to keep things concise.
Both are essential: numbers (analytics, CRM) show the scale of the phenomenon, while verbatims (interviews, customer support) explain the “why”.
Identify the group that is most represented in your customer base AND most aligned with the profitability (ROI) of your offer. The other profiles become your secondary personas.
Allow 2 to 8 weeks. It depends heavily on your industry, how easily you can access your existing data, and the availability of the people you want to interview.
For each stage of the buying cycle (discovery → evaluation → decision), list the persona's questions, the channels they use, the content needed, the social proof they expect and the call to action. You end up with an obvious editorial roadmap.