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 <noreply@anthropic.com>
2026-10-01 11:01:54 +02:00
1 parent 4c93437e59
commit 310876a466
@@ -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
+Prioritize roughly 60% searchable, 30% shareable, and 10% experimental content; adjust for the blog's maturity.
 - 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.
 ---
@@ -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)
@@ -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.
@@ -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.
@@ -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.
@@ -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]"