content-strategy

Start by defining 3-5 content pillars aligned with your product and audience, then map topics to buyer stages from awareness to implementation. Score each idea on customer impact, content-market fit, search potential, and required resources to prioritize what to publish first.

A hub is a comprehensive pillar page on a core topic, and spokes are supporting articles targeting related long-tail keywords. Spokes link back to the hub and to each other, building topical authority and improving search rankings for the entire cluster.

Score each idea using a weighted framework: customer impact at 40%, content-market fit at 30%, search potential at 20%, and resource requirements at 10%. Focus on high-impact, lower-effort topics first and maintain coverage across buyer stages.

Searchable content targets specific keywords to capture existing search demand, while shareable content creates demand through original data, contrarian takes, or stories people want to spread. A strong strategy prioritizes searchable content first, then layers in shareable pieces.

Use content strategy when deciding what topics to cover, how to structure pillars, and how to prioritize your roadmap. Use copywriting when writing the individual articles, landing pages, or posts themselves.

Mine sales call transcripts for recurring questions and objections, survey responses for common themes, and forums like Reddit and Quora for frequently asked questions. Extract the exact language customers use to describe their problems for voice-of-customer alignment.