From 310876a46698c06a40372c7c82257deebd4ef027 Mon Sep 17 00:00:00 2001 From: Julian lechner Date: Thu, 1 Oct 2026 11:01:54 +0200 Subject: [PATCH] refactor(skills): move content-strategy catalogs to references Keep the decision steps in SKILL.md and move catalogs, examples, and checklists verbatim to references/ to reduce the context cost of loading the skill. Co-Authored-By: Claude Opus 5.5 --- shared/skills/content-strategy/SKILL.md | 341 +----------------- .../references/content-distribution.md | 23 ++ .../references/content-types.md | 103 ++++++ .../references/ideation-and-prioritization.md | 124 +++++++ .../references/pillars-and-keywords.md | 78 ++++ 5 files changed, 332 insertions(+), 337 deletions(-) create mode 100644 shared/skills/content-strategy/references/content-types.md create mode 100644 shared/skills/content-strategy/references/ideation-and-prioritization.md create mode 100644 shared/skills/content-strategy/references/pillars-and-keywords.md diff --git a/shared/skills/content-strategy/SKILL.md b/shared/skills/content-strategy/SKILL.md index dd22f53..668fb8b 100644 --- a/shared/skills/content-strategy/SKILL.md +++ b/shared/skills/content-strategy/SKILL.md @@ -39,12 +39,6 @@ Gather this context (ask if not provided): --- -## Treat Content Like a Product - -Every piece is its own launch. Content isn't overhead—it's **brand surface area**: each published piece is a new entry point where a stranger can discover you, and hundreds of pieces compound into hundreds of doorways working 24/7. Plan, ship, and promote each piece with the same intent you'd bring to a product release. A post that's written and forgotten has almost no surface area; a post that's distributed (see **Create Once, Distribute Twice** below) multiplies it. - -This section covers the searchable/shareable lens, then the execution and prioritization layer: which pieces to make (scoring), how the calendar splits, and per-format discipline. - ## Searchable vs Shareable Every piece of content must be searchable, shareable, or both. Prioritize in that order—search traffic is the foundation. @@ -53,337 +47,7 @@ Every piece of content must be searchable, shareable, or both. Prioritize in tha **Shareable content** creates demand. Spreads ideas and gets people talking. -### When Writing Searchable Content - -- Target a specific keyword or question -- Match search intent exactly—answer what the searcher wants -- Use clear titles that match search queries -- Structure with headings that mirror search patterns -- Place keywords in title, headings, first paragraph, URL -- Provide comprehensive coverage (don't leave questions unanswered) -- Include data, examples, and links to authoritative sources -- Optimize for AI/LLM discovery: clear positioning, structured content, brand consistency across the web - -### When Writing Shareable Content - -- Lead with a novel insight, original data, or counterintuitive take -- Challenge conventional wisdom with well-reasoned arguments -- Tell stories that make people feel something -- Create content people want to share to look smart or help others -- Connect to current trends or emerging problems -- Share vulnerable, honest experiences others can learn from - ---- - -## Content Types - -### Searchable Content Types - -**Use-Case Content** -Formula: [persona] + [use-case]. Targets long-tail keywords. -- "Project management for designers" -- "Task tracking for developers" -- "Client collaboration for freelancers" - -**Hub and Spoke** -Hub = comprehensive overview. Spokes = related subtopics. -``` -/topic (hub) -├── /topic/subtopic-1 (spoke) -├── /topic/subtopic-2 (spoke) -└── /topic/subtopic-3 (spoke) -``` -Create hub first, then build spokes. Interlink strategically. - -**Note:** Most content works fine under `/blog`. Only use dedicated hub/spoke URL structures for major topics with layered depth (e.g., Atlassian's `/agile` guide). For typical blog posts, `/blog/post-title` is sufficient. - -**Template Libraries** -High-intent keywords + product adoption. -- Target searches like "marketing plan template" -- Provide immediate standalone value -- Show how product enhances the template - -### Shareable Content Types - -**Thought Leadership** -- Articulate concepts everyone feels but hasn't named -- Challenge conventional wisdom with evidence -- Share vulnerable, honest experiences - -**Data-Driven Content** -- Product data analysis (anonymized insights) -- Public data analysis (uncover patterns) -- Original research (run experiments, share results) - -**Expert Roundups** -15-30 experts answering one specific question. Built-in distribution. - -**Case Studies** -Structure: Challenge → Solution → Results → Key learnings - -**Meta Content** -Behind-the-scenes transparency. "How We Got Our First $5k MRR," "Why We Chose Debt Over VC." - -### Link-Earning Formats - -When the goal of a piece is backlinks specifically, format choice matters more than production effort. Foundation Inc.'s B2B Backlink Intelligence Report (March 2026 — a single vendor study of B2B SaaS sites, so treat as directional) measured each format's share of backlinks relative to its share of pages: - -| Format | Backlinks vs. page share | -|---|---| -| Statistics / data roundups | **4.25x** | -| Glossary / definition pages | 1.47x | -| Interactive tools / calculators | 1.38x | -| How-to / tutorials | 1.36x | -| Original research / reports | 0.80x | -| Ultimate guides | 0.77x | -| Thought leadership | 0.74x | -| Templates / frameworks | 0.68x | - -The counterintuitive read: **curating statistics earns ~5x the links of producing original research.** Writers link to whatever makes citation easiest — a maintained stat-roundup page is citation infrastructure, while original research often gets cited *via* the roundups that aggregate it. Implications: (1) publish a stats page for your category and keep it fresh — it's cheap and compounds, and citable one-line stats are also what LLMs lift, making it an AI-visibility play; (2) when you do run original research, pair it with your own stat-roundup page that presents the findings as citable one-liners, so you capture the links your data generates. The formats at the bottom aren't dead — guides, templates, and thought leadership earn their keep on rankings, conversions, and brand. Judge each piece by the job it's for, and don't expect links from formats that don't earn them. - - ---- - -## Content Pillars and Topic Clusters - -Content pillars are the 3-5 core topics your brand will own. Each pillar spawns a cluster of related content. - -Most of the time, all content can live under `/blog` with good internal linking between related posts. Dedicated pillar pages with custom URL structures (like `/guides/topic`) are only needed when you're building comprehensive resources with multiple layers of depth. - -### How to Identify Pillars - -1. **Product-led**: What problems does your product solve? -2. **Audience-led**: What does your ICP need to learn? -3. **Search-led**: What topics have volume in your space? -4. **Competitor-led**: What are competitors ranking for? - -### Pillar Structure - -``` -Pillar Topic (Hub) -├── Subtopic Cluster 1 -│ ├── Article A -│ ├── Article B -│ └── Article C -├── Subtopic Cluster 2 -│ ├── Article D -│ ├── Article E -│ └── Article F -└── Subtopic Cluster 3 - ├── Article G - ├── Article H - └── Article I -``` - -### Pillar Criteria - -Good pillars should: -- Align with your product/service -- Match what your audience cares about -- Have search volume and/or social interest -- Be broad enough for many subtopics - ---- - -## Keyword Research by Buyer Stage - -Map topics to the buyer's journey using proven keyword modifiers: - -### Awareness Stage -Modifiers: "what is," "how to," "guide to," "introduction to" - -Example: If customers ask about project management basics: -- "What is Agile Project Management" -- "Guide to Sprint Planning" -- "How to Run a Standup Meeting" - -### Consideration Stage -Modifiers: "best," "top," "vs," "alternatives," "comparison" - -Example: If customers evaluate multiple tools: -- "Best Project Management Tools for Remote Teams" -- "Asana vs Trello vs Monday" -- "Basecamp Alternatives" - -### Decision Stage -Modifiers: "pricing," "reviews," "demo," "trial," "buy" - -Example: If pricing comes up in sales calls: -- "Project Management Tool Pricing Comparison" -- "How to Choose the Right Plan" -- "[Product] Reviews" - -### Implementation Stage -Modifiers: "templates," "examples," "tutorial," "how to use," "setup" - -Example: If support tickets show implementation struggles: -- "Project Template Library" -- "Step-by-Step Setup Tutorial" -- "How to Use [Feature]" - ---- - -## Content Ideation Sources - -### 1. Keyword Data - -If user provides keyword exports (Ahrefs, SEMrush, GSC), analyze for: -- Topic clusters (group related keywords) -- Buyer stage (awareness/consideration/decision/implementation) -- Search intent (informational, commercial, transactional) -- Quick wins (low competition + decent volume + high relevance) -- Content gaps (keywords competitors rank for that you don't) - -Output as prioritized table: -| Keyword | Volume | Difficulty | Buyer Stage | Content Type | Priority | - -### 2. Call Transcripts - -If user provides sales or customer call transcripts, extract: -- Questions asked → FAQ content or blog posts -- Pain points → problems in their own words -- Objections → content to address proactively -- Language patterns → exact phrases to use (voice of customer) -- Competitor mentions → what they compared you to - -Output content ideas with supporting quotes. - -### 3. Survey Responses - -If user provides survey data, mine for: -- Open-ended responses (topics and language) -- Common themes (30%+ mention = high priority) -- Resource requests (what they wish existed) -- Content preferences (formats they want) - -### 4. Forum Research - -Use web search to find content ideas: - -**Reddit:** `site:reddit.com [topic]` -- Top posts in relevant subreddits -- Questions and frustrations in comments -- Upvoted answers (validates what resonates) - -**Quora:** `site:quora.com [topic]` -- Most-followed questions -- Highly upvoted answers - -**Other:** Indie Hackers, Hacker News, Product Hunt, industry Slack/Discord - -Extract: FAQs, misconceptions, debates, problems being solved, terminology used. - -### 5. Competitor Analysis - -Use web search to analyze competitor content: - -**Find their content:** `site:competitor.com/blog` - -**Analyze:** -- Top-performing posts (comments, shares) -- Topics covered repeatedly -- Gaps they haven't covered -- Case studies (customer problems, use cases, results) -- Content structure (pillars, categories, formats) - -**Identify opportunities:** -- Topics you can cover better -- Angles they're missing -- Outdated content to improve on - -### 6. Sales and Support Input - -Extract from customer-facing teams: -- Common objections -- Repeated questions -- Support ticket patterns -- Success stories -- Feature requests and underlying problems - ---- - -## Prioritizing Content Ideas - -Score each idea on four factors: - -### 1. Customer Impact (40%) -- How frequently did this topic come up in research? -- What percentage of customers face this challenge? -- How emotionally charged was this pain point? -- What's the potential LTV of customers with this need? - -### 2. Content-Market Fit (30%) -- Does this align with problems your product solves? -- Can you offer unique insights from customer research? -- Do you have customer stories to support this? -- Will this naturally lead to product interest? - -### 3. Search Potential (20%) -- What's the monthly search volume? -- How competitive is this topic? -- Are there related long-tail opportunities? -- Is search interest growing or declining? - -### 4. Resource Requirements (10%) -- Do you have expertise to create authoritative content? -- What additional research is needed? -- What assets (graphics, data, examples) will you need? - -### Scoring Template - -| Idea | Customer Impact (40%) | Content-Market Fit (30%) | Search Potential (20%) | Resources (10%) | Total | -|------|----------------------|-------------------------|----------------------|-----------------|-------| -| Topic A | 8 | 9 | 7 | 6 | 8.0 | -| Topic B | 6 | 7 | 9 | 8 | 7.1 | - -Score 1-10 per factor, multiply by the weight, sum for the total. Rank the list; make the top-scoring pieces first. - ---- - -## Calendar Split: 60/30/10 - -Balance the editorial calendar so search compounds while shareable pieces keep you visible: - -- **60% searchable** — the foundation. Demand you can capture predictably (use-case content, hub/spoke, how-tos). -- **30% shareable** — thought leadership, original data, opinion. Creates demand and earns links/mentions. -- **10% experimental** — new formats, channels, or bets. Cheap insurance against a stale mix. - -This is a starting ratio, not a rule. A brand-new blog may over-index on searchable to build a base; an established brand chasing category leadership may push shareable higher. - ---- - -## Per-Format Execution Discipline - -Treating content like a product means each format has a production standard, not just a topic: - -- **Blog post** — write **10 title options** before drafting (the title does most of the work; pick the strongest). Plan **~5 editing passes** (structure, clarity, evidence, line edit, headline/SEO). For the writing itself, see **copywriting**. -- **Long-form guide** — the flagship of a pillar. Comprehensive enough to be *the* resource; structured with a table of contents and internal links to spokes. Build the hub before the spokes. -- **Video** — script the hook first; front-load the payoff. -- **Podcast** — one interview yields a transcript, quote graphics, short clips, and a written recap. Design the episode knowing it will be atomized. -- **Email** — one idea per send; the subject line is the title—write several and pick. - ---- - -## Create Once, Distribute Twice - -Creating content is half the job—distribution is the other half, and most teams skip it. The philosophy: **one exceptional piece, reformatted and repurposed across every channel, not a fresh piece per platform.** Pouring effort into a single flagship and then distributing it everywhere beats spreading thin effort across many mediocre platform-native posts. - -Build **distribution hooks into the piece at creation time**, not after: write subheads that stand alone as social posts, structure sections to be lifted out modularly, and pull quotes/stats you already know you'll graphic-ify. A well-designed guide is a distribution kit in disguise. - -**The ORB Framework as a funnel** — route attention from borrowed → rented → owned, which maps to discovery → engagement → conversion: - -- **Borrowed** (other people's audiences: podcasts, guest posts, partnerships) — discovery / breakthrough reach. -- **Rented** (social platforms, ad networks) — engagement, but you don't own the audience or the algorithm. -- **Owned** (email list, blog, community) — conversion and the only durable asset. Everything upstream should funnel here. - -This skill covers the distribution side of content strategy. - -**Failure modes to avoid:** -- **Spray-and-pray** — posting everywhere with no flagship and no repurposing plan. Effort scatters, nothing compounds. -- **Platform dependency** — building on rented land. Facebook organic reach fell from ~20% to under 2%; any rented channel can throttle you overnight. -- **The ownership paradox** — teams spend ~90% of effort on channels they don't control (rented/borrowed) and neglect the owned assets that actually convert and can't be taken away. - -For the full distribution spine—the Content Distribution Flywheel, platform half-lives, and the atomization checklist—see the reference below. +Prioritize roughly 60% searchable, 30% shareable, and 10% experimental content; adjust for the blog's maturity. --- @@ -421,6 +85,9 @@ Visual or structured representation of how content interconnects. ## References +- **[Content Types and Formats](references/content-types.md)**: read when choosing formats or writing a piece; treating content like a product, searchable and shareable writing checklists, searchable/shareable content types, link-earning formats, per-format execution discipline +- **[Pillars and Keyword Research](references/pillars-and-keywords.md)**: read when defining pillars or mapping topics to buyer stages; pillar identification, structure, and criteria, keyword modifiers per stage +- **[Ideation and Prioritization](references/ideation-and-prioritization.md)**: read when generating, scoring, or scheduling ideas; ideation sources (keywords, calls, surveys, forums, competitors, sales), the weighted scoring template, the 60/30/10 calendar split - **[Content Distribution Spine](references/content-distribution.md)**: Create Once Distribute Twice, ORB as a funnel, the ownership paradox, platform half-lives, the Content Distribution Flywheel, and the per-flagship atomization checklist - **[Headless CMS Guide](references/headless-cms.md)**: CMS selection, content modeling for marketing, editorial workflows, platform comparison (Sanity, Contentful, Strapi) diff --git a/shared/skills/content-strategy/references/content-distribution.md b/shared/skills/content-strategy/references/content-distribution.md index 59101a5..61a51f8 100644 --- a/shared/skills/content-strategy/references/content-distribution.md +++ b/shared/skills/content-strategy/references/content-distribution.md @@ -81,3 +81,26 @@ For each major piece, produce: - **social** — atomization/repurposing workflows and platform-native execution - **emails** — the owned channel that converts distributed attention - **ai-seo** — making owned content citable by LLMs (another distribution surface) + +--- + +## Skill Overview: Create Once, Distribute Twice + +Creating content is half the job—distribution is the other half, and most teams skip it. The philosophy: **one exceptional piece, reformatted and repurposed across every channel, not a fresh piece per platform.** Pouring effort into a single flagship and then distributing it everywhere beats spreading thin effort across many mediocre platform-native posts. + +Build **distribution hooks into the piece at creation time**, not after: write subheads that stand alone as social posts, structure sections to be lifted out modularly, and pull quotes/stats you already know you'll graphic-ify. A well-designed guide is a distribution kit in disguise. + +**The ORB Framework as a funnel** — route attention from borrowed → rented → owned, which maps to discovery → engagement → conversion: + +- **Borrowed** (other people's audiences: podcasts, guest posts, partnerships) — discovery / breakthrough reach. +- **Rented** (social platforms, ad networks) — engagement, but you don't own the audience or the algorithm. +- **Owned** (email list, blog, community) — conversion and the only durable asset. Everything upstream should funnel here. + +This skill covers the distribution side of content strategy. + +**Failure modes to avoid:** +- **Spray-and-pray** — posting everywhere with no flagship and no repurposing plan. Effort scatters, nothing compounds. +- **Platform dependency** — building on rented land. Facebook organic reach fell from ~20% to under 2%; any rented channel can throttle you overnight. +- **The ownership paradox** — teams spend ~90% of effort on channels they don't control (rented/borrowed) and neglect the owned assets that actually convert and can't be taken away. + +For the full distribution spine—the Content Distribution Flywheel, platform half-lives, and the atomization checklist—see the sections above in this file. diff --git a/shared/skills/content-strategy/references/content-types.md b/shared/skills/content-strategy/references/content-types.md new file mode 100644 index 0000000..1099246 --- /dev/null +++ b/shared/skills/content-strategy/references/content-types.md @@ -0,0 +1,103 @@ +# Content Types and Formats + +## Treat Content Like a Product + +Every piece is its own launch. Content isn't overhead—it's **brand surface area**: each published piece is a new entry point where a stranger can discover you, and hundreds of pieces compound into hundreds of doorways working 24/7. Plan, ship, and promote each piece with the same intent you'd bring to a product release. A post that's written and forgotten has almost no surface area; a post that's distributed (see **Create Once, Distribute Twice** in [content-distribution.md](content-distribution.md)) multiplies it. + +This reference covers the searchable/shareable lens and per-format discipline. Scoring and the calendar split are in [ideation-and-prioritization.md](ideation-and-prioritization.md). + +## When Writing Searchable Content + +- Target a specific keyword or question +- Match search intent exactly—answer what the searcher wants +- Use clear titles that match search queries +- Structure with headings that mirror search patterns +- Place keywords in title, headings, first paragraph, URL +- Provide comprehensive coverage (don't leave questions unanswered) +- Include data, examples, and links to authoritative sources +- Optimize for AI/LLM discovery: clear positioning, structured content, brand consistency across the web + +## When Writing Shareable Content + +- Lead with a novel insight, original data, or counterintuitive take +- Challenge conventional wisdom with well-reasoned arguments +- Tell stories that make people feel something +- Create content people want to share to look smart or help others +- Connect to current trends or emerging problems +- Share vulnerable, honest experiences others can learn from + +## Content Types + +### Searchable Content Types + +**Use-Case Content** +Formula: [persona] + [use-case]. Targets long-tail keywords. +- "Project management for designers" +- "Task tracking for developers" +- "Client collaboration for freelancers" + +**Hub and Spoke** +Hub = comprehensive overview. Spokes = related subtopics. +``` +/topic (hub) +├── /topic/subtopic-1 (spoke) +├── /topic/subtopic-2 (spoke) +└── /topic/subtopic-3 (spoke) +``` +Create hub first, then build spokes. Interlink strategically. + +**Note:** Most content works fine under `/blog`. Only use dedicated hub/spoke URL structures for major topics with layered depth (e.g., Atlassian's `/agile` guide). For typical blog posts, `/blog/post-title` is sufficient. + +**Template Libraries** +High-intent keywords + product adoption. +- Target searches like "marketing plan template" +- Provide immediate standalone value +- Show how product enhances the template + +### Shareable Content Types + +**Thought Leadership** +- Articulate concepts everyone feels but hasn't named +- Challenge conventional wisdom with evidence +- Share vulnerable, honest experiences + +**Data-Driven Content** +- Product data analysis (anonymized insights) +- Public data analysis (uncover patterns) +- Original research (run experiments, share results) + +**Expert Roundups** +15-30 experts answering one specific question. Built-in distribution. + +**Case Studies** +Structure: Challenge → Solution → Results → Key learnings + +**Meta Content** +Behind-the-scenes transparency. "How We Got Our First $5k MRR," "Why We Chose Debt Over VC." + +### Link-Earning Formats + +When the goal of a piece is backlinks specifically, format choice matters more than production effort. Foundation Inc.'s B2B Backlink Intelligence Report (March 2026 — a single vendor study of B2B SaaS sites, so treat as directional) measured each format's share of backlinks relative to its share of pages: + +| Format | Backlinks vs. page share | +|---|---| +| Statistics / data roundups | **4.25x** | +| Glossary / definition pages | 1.47x | +| Interactive tools / calculators | 1.38x | +| How-to / tutorials | 1.36x | +| Original research / reports | 0.80x | +| Ultimate guides | 0.77x | +| Thought leadership | 0.74x | +| Templates / frameworks | 0.68x | + +The counterintuitive read: **curating statistics earns ~5x the links of producing original research.** Writers link to whatever makes citation easiest — a maintained stat-roundup page is citation infrastructure, while original research often gets cited *via* the roundups that aggregate it. Implications: (1) publish a stats page for your category and keep it fresh — it's cheap and compounds, and citable one-line stats are also what LLMs lift, making it an AI-visibility play; (2) when you do run original research, pair it with your own stat-roundup page that presents the findings as citable one-liners, so you capture the links your data generates. The formats at the bottom aren't dead — guides, templates, and thought leadership earn their keep on rankings, conversions, and brand. Judge each piece by the job it's for, and don't expect links from formats that don't earn them. + +## Per-Format Execution Discipline + +Treating content like a product means each format has a production standard, not just a topic: + +- **Blog post** — write **10 title options** before drafting (the title does most of the work; pick the strongest). Plan **~5 editing passes** (structure, clarity, evidence, line edit, headline/SEO). For the writing itself, see **copywriting**. +- **Long-form guide** — the flagship of a pillar. Comprehensive enough to be *the* resource; structured with a table of contents and internal links to spokes. Build the hub before the spokes. +- **Video** — script the hook first; front-load the payoff. +- **Podcast** — one interview yields a transcript, quote graphics, short clips, and a written recap. Design the episode knowing it will be atomized. +- **Email** — one idea per send; the subject line is the title—write several and pick. diff --git a/shared/skills/content-strategy/references/ideation-and-prioritization.md b/shared/skills/content-strategy/references/ideation-and-prioritization.md new file mode 100644 index 0000000..b16251a --- /dev/null +++ b/shared/skills/content-strategy/references/ideation-and-prioritization.md @@ -0,0 +1,124 @@ +# Content Ideation and Prioritization + +## Content Ideation Sources + +### 1. Keyword Data + +If user provides keyword exports (Ahrefs, SEMrush, GSC), analyze for: +- Topic clusters (group related keywords) +- Buyer stage (awareness/consideration/decision/implementation) +- Search intent (informational, commercial, transactional) +- Quick wins (low competition + decent volume + high relevance) +- Content gaps (keywords competitors rank for that you don't) + +Output as prioritized table: +| Keyword | Volume | Difficulty | Buyer Stage | Content Type | Priority | + +### 2. Call Transcripts + +If user provides sales or customer call transcripts, extract: +- Questions asked → FAQ content or blog posts +- Pain points → problems in their own words +- Objections → content to address proactively +- Language patterns → exact phrases to use (voice of customer) +- Competitor mentions → what they compared you to + +Output content ideas with supporting quotes. + +### 3. Survey Responses + +If user provides survey data, mine for: +- Open-ended responses (topics and language) +- Common themes (30%+ mention = high priority) +- Resource requests (what they wish existed) +- Content preferences (formats they want) + +### 4. Forum Research + +Use web search to find content ideas: + +**Reddit:** `site:reddit.com [topic]` +- Top posts in relevant subreddits +- Questions and frustrations in comments +- Upvoted answers (validates what resonates) + +**Quora:** `site:quora.com [topic]` +- Most-followed questions +- Highly upvoted answers + +**Other:** Indie Hackers, Hacker News, Product Hunt, industry Slack/Discord + +Extract: FAQs, misconceptions, debates, problems being solved, terminology used. + +### 5. Competitor Analysis + +Use web search to analyze competitor content: + +**Find their content:** `site:competitor.com/blog` + +**Analyze:** +- Top-performing posts (comments, shares) +- Topics covered repeatedly +- Gaps they haven't covered +- Case studies (customer problems, use cases, results) +- Content structure (pillars, categories, formats) + +**Identify opportunities:** +- Topics you can cover better +- Angles they're missing +- Outdated content to improve on + +### 6. Sales and Support Input + +Extract from customer-facing teams: +- Common objections +- Repeated questions +- Support ticket patterns +- Success stories +- Feature requests and underlying problems + +## Prioritizing Content Ideas + +Score each idea on four factors: + +### 1. Customer Impact (40%) +- How frequently did this topic come up in research? +- What percentage of customers face this challenge? +- How emotionally charged was this pain point? +- What's the potential LTV of customers with this need? + +### 2. Content-Market Fit (30%) +- Does this align with problems your product solves? +- Can you offer unique insights from customer research? +- Do you have customer stories to support this? +- Will this naturally lead to product interest? + +### 3. Search Potential (20%) +- What's the monthly search volume? +- How competitive is this topic? +- Are there related long-tail opportunities? +- Is search interest growing or declining? + +### 4. Resource Requirements (10%) +- Do you have expertise to create authoritative content? +- What additional research is needed? +- What assets (graphics, data, examples) will you need? + +### Scoring Template + +| Idea | Customer Impact (40%) | Content-Market Fit (30%) | Search Potential (20%) | Resources (10%) | Total | +|------|----------------------|-------------------------|----------------------|-----------------|-------| +| Topic A | 8 | 9 | 7 | 6 | 8.0 | +| Topic B | 6 | 7 | 9 | 8 | 7.1 | + +Score 1-10 per factor, multiply by the weight, sum for the total. Rank the list; make the top-scoring pieces first. + +## Calendar Split: 60/30/10 + +Balance the editorial calendar so search compounds while shareable pieces keep you visible: + +- **60% searchable** — the foundation. Demand you can capture predictably (use-case content, hub/spoke, how-tos). +- **30% shareable** — thought leadership, original data, opinion. Creates demand and earns links/mentions. +- **10% experimental** — new formats, channels, or bets. Cheap insurance against a stale mix. + +This is a starting ratio, not a rule. A brand-new blog may over-index on searchable to build a base; an established brand chasing category leadership may push shareable higher. diff --git a/shared/skills/content-strategy/references/pillars-and-keywords.md b/shared/skills/content-strategy/references/pillars-and-keywords.md new file mode 100644 index 0000000..f2f9204 --- /dev/null +++ b/shared/skills/content-strategy/references/pillars-and-keywords.md @@ -0,0 +1,78 @@ +# Content Pillars and Keyword Research + +## Content Pillars and Topic Clusters + +Content pillars are the 3-5 core topics your brand will own. Each pillar spawns a cluster of related content. + +Most of the time, all content can live under `/blog` with good internal linking between related posts. Dedicated pillar pages with custom URL structures (like `/guides/topic`) are only needed when you're building comprehensive resources with multiple layers of depth. + +### How to Identify Pillars + +1. **Product-led**: What problems does your product solve? +2. **Audience-led**: What does your ICP need to learn? +3. **Search-led**: What topics have volume in your space? +4. **Competitor-led**: What are competitors ranking for? + +### Pillar Structure + +``` +Pillar Topic (Hub) +├── Subtopic Cluster 1 +│ ├── Article A +│ ├── Article B +│ └── Article C +├── Subtopic Cluster 2 +│ ├── Article D +│ ├── Article E +│ └── Article F +└── Subtopic Cluster 3 + ├── Article G + ├── Article H + └── Article I +``` + +### Pillar Criteria + +Good pillars should: +- Align with your product/service +- Match what your audience cares about +- Have search volume and/or social interest +- Be broad enough for many subtopics + +--- + +## Keyword Research by Buyer Stage + +Map topics to the buyer's journey using proven keyword modifiers: + +### Awareness Stage +Modifiers: "what is," "how to," "guide to," "introduction to" + +Example: If customers ask about project management basics: +- "What is Agile Project Management" +- "Guide to Sprint Planning" +- "How to Run a Standup Meeting" + +### Consideration Stage +Modifiers: "best," "top," "vs," "alternatives," "comparison" + +Example: If customers evaluate multiple tools: +- "Best Project Management Tools for Remote Teams" +- "Asana vs Trello vs Monday" +- "Basecamp Alternatives" + +### Decision Stage +Modifiers: "pricing," "reviews," "demo," "trial," "buy" + +Example: If pricing comes up in sales calls: +- "Project Management Tool Pricing Comparison" +- "How to Choose the Right Plan" +- "[Product] Reviews" + +### Implementation Stage +Modifiers: "templates," "examples," "tutorial," "how to use," "setup" + +Example: If support tickets show implementation struggles: +- "Project Template Library" +- "Step-by-Step Setup Tutorial" +- "How to Use [Feature]"