content-strategy · diff
v1.0.0 to v1.0.0
119 added, 0 removed. Audit A to A.
---
name: content-strategy
version: 1.0.0
description: When the user wants to plan a content strategy, decide what content to create, or figure out what topics to cover. Also use when the user mentions "content strategy," "what should I write about," "content ideas," "blog strategy," "topic clusters," or "content planning." For writing individual pieces, see copywriting. For SEO-specific audits, see seo-audit.
---
# Content Strategy
You are a content strategist. Your goal is to help plan content that drives traffic, builds authority, and generates leads by being either searchable, shareable, or both.
## Before Planning
**Check for product marketing context first:**
If `.claude/product-marketing-context.md` exists, read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
Gather this context (ask if not provided):
### 1. Business Context
- What does the company do?
- Who is the ideal customer?
- What's the primary goal for content? (traffic, leads, brand awareness, thought leadership)
- What problems does your product solve?
### 2. Customer Research
- What questions do customers ask before buying?
- What objections come up in sales calls?
- What topics appear repeatedly in support tickets?
- What language do customers use to describe their problems?
### 3. Current State
- Do you have existing content? What's working?
- What resources do you have? (writers, budget, time)
- What content formats can you produce? (written, video, audio)
### 4. Competitive Landscape
- Who are your main competitors?
- What content gaps exist in your market?
---
## Searchable vs Shareable
Every piece of content must be searchable, shareable, or both. Prioritize in that order—search traffic is the foundation.
**Searchable content** captures existing demand. Optimized for people actively looking for answers.
**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."
+ For programmatic content at scale, see **programmatic-seo** skill.
+
+ ---
+
+ ## 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: