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content-strategy

Plan content that drives traffic, builds authority, and generates leads.

  • Area: Marketing
  • Category: marketing content
  • Level: beginner
  • Input: conversation
  • Output: document
  • Setup: none
  • Roles: Head of Marketing, Content Manager

Creates topic clusters, maps content to buyer journey stages, identifies content gaps through competitor analysis, and prioritizes content opportunities by scoring…

How you ask

  • “Create a topic cluster strategy for our blog”
  • “Map our content to buyer journey stages”
  • “Identify content gaps through competitor analysis”
  • “What should I write about next for our SaaS blog?”

Inputs

  • url — Website URL to analyze for existing content coverage and product/audience fit when building pillars and topic clusters.
  • scope — company, or a client-id under {company.clients}/ — a string with one reserved value, not a closed set
  • marketing-context — Positioning, narrative, and competitive frame used to set content angle and pillar themes.
  • icp — Buyer profile used to map topics to buyer-journey stages and weight customer-impact scoring. Company uses icp.md; clients use ideal_customer_profiles_index.md.
  • target-audience — Audience and customer-language context used to prioritize topic clusters against real buyer language.
  • tone-of-voice — Editorial register the recommended pillars and topics must be written to match.
  • url — Website whose existing content is being audited for optimization opportunities.
  • performance-data — Search Console or Analytics export (clicks, impressions, CTR, position, sessions) scored into performance quadrants. Absent, the audit falls back to manual signals (site-prefixed searches, social shares, backlink counts).
  • icp — ICP/persona document whose pains and language anchor the trend hunt when the user doesn't supply topics directly.
  • topics-or-links — Topics, keywords, links, or thread summaries to mine for trends. Absent, trend hunting runs against the ICP's pains instead.
  • keyword-data — Keyword export (Ahrefs / SEMrush / GSC) clustered by topic, buyer stage, intent, and quick wins.
  • url — Website compared against competitor content to find coverage gaps.
  • marketing-context — Named competitors and positioning that set the comparison set for the gap matrix.

Outputs

  • Content pillars with rationale, prioritized topic list scored on customer impact / content-market fit / search potential / resources, and the topic cluster map.
  • Gap matrix scoring competitor topics you don't cover, quick-win keyword clusters (positions 11-20), and validated content gaps with priority.
  • Myth vs Reality, Common Mistakes, Framework, Case Snippet, Tooling, Future Lens.
  • Prioritized list of existing content by URL and current metrics, performance quadrant, opportunity type (CTR / ranking / conversion / refresh / consolidation), specific action, expected impact, and effort required.
  • {scope.marketing.seo}/strategy/content-strategy-{YYYY-MM-DD}.md

Seen in these workflows