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refactor(skills): move content-strategy catalogs to references

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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 <noreply@anthropic.com>
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Julian lechnerandClaude Opus 5.5 committed 2026-10-01 11:01:54 +02:00
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shared/skills/content-strategy/SKILL.md
+4 -337
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@@ -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)
shared/skills/content-strategy/references/content-distribution.md
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@@ -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.
shared/skills/content-strategy/references/content-types.md
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@@ -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.
shared/skills/content-strategy/references/ideation-and-prioritization.md
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@@ -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.
shared/skills/content-strategy/references/pillars-and-keywords.md
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# 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]"