content-strategy

Start by gathering business context, customer research, and competitive gaps, then define 3-5 content pillars. Map keywords by buyer stage (awareness through implementation) and prioritize topics using a weighted scoring framework before building a publishing calendar.

Score each idea on customer impact (40%), content-market fit (30%), search potential (20%), and resource requirements (10%). Rank the totals and produce the highest-scoring pieces first, balancing buyer stages across the calendar.

According to a single vendor study of B2B SaaS sites, statistics and data roundup pages earn about 4.25x their page share of backlinks, far above original research (0.80x) and ultimate guides (0.77x). Treat the data as directional and pair original research with your own citable stat roundup.

A hub is a comprehensive pillar page on a core topic, and spokes are supporting articles targeting related long-tail keywords. Build the hub first, then create spokes that interlink with it to build topical authority.

Use content strategy when deciding what content to create, planning pillars, or prioritizing topics. Use a copywriting skill when writing the individual pieces themselves; strategy outputs the plan, copywriting executes it.

A starting ratio is 60% searchable content (SEO-driven demand capture), 30% shareable content (thought leadership, original data), and 10% experimental formats. Adjust based on whether you are building a base or chasing category leadership.