content-strategy

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

A hub and spoke cluster pairs one comprehensive pillar page on a broad topic with 8-15 supporting articles targeting related long-tail keywords. The hub links out to each spoke and spokes link back, building topical authority for search engines.

Score each idea on four weighted factors: customer impact at 40%, content-market fit at 30%, search potential at 20%, and resource requirements at 10%. Publish high-impact, lower-effort topics first while maintaining coverage across buyer stages.

Searchable content captures existing demand by targeting specific keywords and matching search intent. Shareable content creates demand through original data, contrarian takes, or stories people want to pass along. A strong strategy prioritizes searchable content first.

Use content strategy when deciding what topics to cover, how to structure clusters, or how to prioritize a backlog. Use copywriting when you already know the topic and need the actual article, landing page, or post written.