Merge pull request #14 from coreyhaines31/development
Add content-strategy skill
This commit is contained in:
Corey Haines
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skills/content-strategy/SKILL.md
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skills/content-strategy/SKILL.md
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---
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name: content-strategy
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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.
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---
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# Content Strategy
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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.
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## Before Planning
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Gather this context (ask if not provided):
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### 1. Business Context
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- What does the company do?
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- Who is the ideal customer?
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- What's the primary goal for content? (traffic, leads, brand awareness, thought leadership)
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- What problems does your product solve?
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### 2. Customer Research
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- What questions do customers ask before buying?
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- What objections come up in sales calls?
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- What topics appear repeatedly in support tickets?
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- What language do customers use to describe their problems?
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### 3. Current State
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- Do you have existing content? What's working?
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- What resources do you have? (writers, budget, time)
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- What content formats can you produce? (written, video, audio)
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### 4. Competitive Landscape
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- Who are your main competitors?
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- What content gaps exist in your market?
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---
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## Searchable vs Shareable
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Every piece of content must be searchable, shareable, or both. Prioritize in that order—search traffic is the foundation.
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**Searchable content** captures existing demand. Optimized for people actively looking for answers.
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**Shareable content** creates demand. Spreads ideas and gets people talking.
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### When Writing Searchable Content
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- Target a specific keyword or question
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- Match search intent exactly—answer what the searcher wants
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- Use clear titles that match search queries
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- Structure with headings that mirror search patterns
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- Place keywords in title, headings, first paragraph, URL
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- Provide comprehensive coverage (don't leave questions unanswered)
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- Include data, examples, and links to authoritative sources
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- Optimize for AI/LLM discovery: clear positioning, structured content, brand consistency across the web
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### When Writing Shareable Content
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- Lead with a novel insight, original data, or counterintuitive take
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- Challenge conventional wisdom with well-reasoned arguments
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- Tell stories that make people feel something
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- Create content people want to share to look smart or help others
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- Connect to current trends or emerging problems
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- Share vulnerable, honest experiences others can learn from
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---
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## Content Types
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### Searchable Content Types
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**Use-Case Content**
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Formula: [persona] + [use-case]. Targets long-tail keywords.
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- "Project management for designers"
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- "Task tracking for developers"
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- "Client collaboration for freelancers"
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**Hub and Spoke**
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Hub = comprehensive overview. Spokes = related subtopics.
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```
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/topic (hub)
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├── /topic/subtopic-1 (spoke)
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├── /topic/subtopic-2 (spoke)
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└── /topic/subtopic-3 (spoke)
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```
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Create hub first, then build spokes. Interlink strategically.
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**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.
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**Template Libraries**
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High-intent keywords + product adoption.
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- Target searches like "marketing plan template"
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- Provide immediate standalone value
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- Show how product enhances the template
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### Shareable Content Types
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**Thought Leadership**
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- Articulate concepts everyone feels but hasn't named
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- Challenge conventional wisdom with evidence
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- Share vulnerable, honest experiences
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**Data-Driven Content**
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- Product data analysis (anonymized insights)
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- Public data analysis (uncover patterns)
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- Original research (run experiments, share results)
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**Expert Roundups**
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15-30 experts answering one specific question. Built-in distribution.
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**Case Studies**
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Structure: Challenge → Solution → Results → Key learnings
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**Meta Content**
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Behind-the-scenes transparency. "How We Got Our First $5k MRR," "Why We Chose Debt Over VC."
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For programmatic content at scale, see **programmatic-seo** skill.
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---
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## Content Pillars and Topic Clusters
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Content pillars are the 3-5 core topics your brand will own. Each pillar spawns a cluster of related content.
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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.
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### How to Identify Pillars
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1. **Product-led**: What problems does your product solve?
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2. **Audience-led**: What does your ICP need to learn?
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3. **Search-led**: What topics have volume in your space?
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4. **Competitor-led**: What are competitors ranking for?
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### Pillar Structure
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```
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Pillar Topic (Hub)
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├── Subtopic Cluster 1
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│ ├── Article A
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│ ├── Article B
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│ └── Article C
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├── Subtopic Cluster 2
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│ ├── Article D
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│ ├── Article E
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│ └── Article F
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└── Subtopic Cluster 3
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├── Article G
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├── Article H
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└── Article I
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```
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### Pillar Criteria
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Good pillars should:
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- Align with your product/service
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- Match what your audience cares about
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- Have search volume and/or social interest
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- Be broad enough for many subtopics
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---
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## Keyword Research by Buyer Stage
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Map topics to the buyer's journey using proven keyword modifiers:
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### Awareness Stage
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Modifiers: "what is," "how to," "guide to," "introduction to"
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Example: If customers ask about project management basics:
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- "What is Agile Project Management"
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- "Guide to Sprint Planning"
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- "How to Run a Standup Meeting"
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### Consideration Stage
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Modifiers: "best," "top," "vs," "alternatives," "comparison"
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Example: If customers evaluate multiple tools:
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- "Best Project Management Tools for Remote Teams"
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- "Asana vs Trello vs Monday"
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- "Basecamp Alternatives"
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### Decision Stage
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Modifiers: "pricing," "reviews," "demo," "trial," "buy"
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Example: If pricing comes up in sales calls:
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- "Project Management Tool Pricing Comparison"
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- "How to Choose the Right Plan"
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- "[Product] Reviews"
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### Implementation Stage
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Modifiers: "templates," "examples," "tutorial," "how to use," "setup"
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Example: If support tickets show implementation struggles:
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- "Project Template Library"
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- "Step-by-Step Setup Tutorial"
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- "How to Use [Feature]"
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---
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## Content Ideation Sources
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### 1. Keyword Data
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If user provides keyword exports (Ahrefs, SEMrush, GSC), analyze for:
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- Topic clusters (group related keywords)
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- Buyer stage (awareness/consideration/decision/implementation)
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- Search intent (informational, commercial, transactional)
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- Quick wins (low competition + decent volume + high relevance)
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- Content gaps (keywords competitors rank for that you don't)
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Output as prioritized table:
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| Keyword | Volume | Difficulty | Buyer Stage | Content Type | Priority |
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### 2. Call Transcripts
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If user provides sales or customer call transcripts, extract:
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- Questions asked → FAQ content or blog posts
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- Pain points → problems in their own words
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- Objections → content to address proactively
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- Language patterns → exact phrases to use (voice of customer)
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- Competitor mentions → what they compared you to
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Output content ideas with supporting quotes.
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### 3. Survey Responses
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If user provides survey data, mine for:
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- Open-ended responses (topics and language)
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- Common themes (30%+ mention = high priority)
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- Resource requests (what they wish existed)
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- Content preferences (formats they want)
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### 4. Forum Research
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Use web search to find content ideas:
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**Reddit:** `site:reddit.com [topic]`
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- Top posts in relevant subreddits
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- Questions and frustrations in comments
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- Upvoted answers (validates what resonates)
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**Quora:** `site:quora.com [topic]`
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- Most-followed questions
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- Highly upvoted answers
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**Other:** Indie Hackers, Hacker News, Product Hunt, industry Slack/Discord
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Extract: FAQs, misconceptions, debates, problems being solved, terminology used.
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### 5. Competitor Analysis
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Use web search to analyze competitor content:
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**Find their content:** `site:competitor.com/blog`
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**Analyze:**
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- Top-performing posts (comments, shares)
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- Topics covered repeatedly
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- Gaps they haven't covered
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- Case studies (customer problems, use cases, results)
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- Content structure (pillars, categories, formats)
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**Identify opportunities:**
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- Topics you can cover better
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- Angles they're missing
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- Outdated content to improve on
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### 6. Sales and Support Input
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Extract from customer-facing teams:
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- Common objections
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- Repeated questions
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- Support ticket patterns
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- Success stories
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- Feature requests and underlying problems
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---
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## Prioritizing Content Ideas
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Score each idea on four factors:
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### 1. Customer Impact (40%)
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- How frequently did this topic come up in research?
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- What percentage of customers face this challenge?
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- How emotionally charged was this pain point?
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- What's the potential LTV of customers with this need?
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### 2. Content-Market Fit (30%)
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- Does this align with problems your product solves?
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- Can you offer unique insights from customer research?
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- Do you have customer stories to support this?
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- Will this naturally lead to product interest?
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### 3. Search Potential (20%)
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- What's the monthly search volume?
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- How competitive is this topic?
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- Are there related long-tail opportunities?
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- Is search interest growing or declining?
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### 4. Resource Requirements (10%)
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- Do you have expertise to create authoritative content?
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- What additional research is needed?
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- What assets (graphics, data, examples) will you need?
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### Scoring Template
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| Idea | Customer Impact (40%) | Content-Market Fit (30%) | Search Potential (20%) | Resources (10%) | Total |
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|------|----------------------|-------------------------|----------------------|-----------------|-------|
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| Topic A | 8 | 9 | 7 | 6 | 8.0 |
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| Topic B | 6 | 7 | 9 | 8 | 7.1 |
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---
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## Output Format
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When creating a content strategy, provide:
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### 1. Content Pillars
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- 3-5 pillars with rationale
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- Subtopic clusters for each pillar
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- How pillars connect to product
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### 2. Priority Topics
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For each recommended piece:
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- Topic/title
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- Searchable, shareable, or both
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- Content type (use-case, hub/spoke, thought leadership, etc.)
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- Target keyword and buyer stage
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- Why this topic (customer research backing)
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### 3. Topic Cluster Map
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Visual or structured representation of how content interconnects.
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---
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## Questions to Ask the User
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1. What patterns emerge from your last 10 customer conversations?
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2. What questions keep coming up in sales calls?
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3. Where are competitors' content efforts falling short?
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4. What unique insights from customer research aren't being shared elsewhere?
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5. Which existing content drives the most conversions, and why?
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---
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## Related Skills
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- **copywriting**: For writing individual content pieces
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- **seo-audit**: For technical SEO and on-page optimization
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- **programmatic-seo**: For scaled content generation
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- **email-sequence**: For email-based content
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- **social-content**: For social media content
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