content-strategy

# Content Strategy ## Content Audit Framework ### Audit Spreadsheet Template | URL | Title | Type | Funnel Stage | Traffic (30d) | Engagement | Conversion | Last Updated | Quality | Action | |-----|-------|------|-------------|---------------|------------|------------|-------------|---------|--------| | /blog/x | [title] | Blog | TOFU | [visits] | [time/bounce] | [leads] | [date] | [1-5] | Keep/Update/Remove | ### Audit Process 1. **Inventory:** Export all content URLs and metadata 2. **Metrics:** Pull analytics for each piece (traffic, engagement, conversion) 3. **Quality Score:** Rate 1-5 on accuracy, relevance, depth, UX 4. **Action Decision:** | Quality | Traffic | Action | |---------|---------|--------| | High | High | Keep, optimize keywords | | High | Low | Promote, update distribution | | Low | High | Update content quality | | Low | Low | Remove or consolidate | 5. **Gap Analysis:** What topics are missing vs. competitor coverage? ### Content Inventory Categorization | Category | Description | Examples | |----------|-------------|---------| | Evergreen | Always relevant | How-to guides, reference docs | | Timely | Time-sensitive | News, trends, event coverage | | Pillar | Comprehensive topic hub | Ultimate guide, definitive resource | | Cluster | Supporting pillar content | Specific sub-topic articles | | Conversion | Action-oriented | Case studies, comparisons, pricing | | Community | User-generated / social proof | Testimonials, guest posts | ## Editorial Calendar Planning ### Monthly Calendar Template ```markdown ## [Month] Editorial Calendar ### Theme: [monthly theme tied to business goal] | Week | Type | Title | Author | Funnel | Channel | Status | |------|------|-------|--------|--------|---------|--------| | W1 | Blog | [title] | [author] | TOFU | Blog, Twitter | Draft | | W1 | Social | [campaign] | [author] | TOFU | Twitter, LinkedIn | Scheduled | | W2 | Tutorial | [title] | [author] | MOFU | Blog, YouTube | Outline | | W2 | Newsletter | [subject] | [author] | MOFU | Email | Draft | | W3 | Case Study | [title] | [author] | BOFU | Blog, Sales | Research | | W3 | Social | [campaign] | [author] | TOFU | All | Planned | | W4 | Docs Update | [section] | [author] | MOFU | Docs site | Planned | | W4 | Webinar | [topic] | [speaker] | BOFU | Zoom, YouTube | Planned | ``` ### Content Cadence | Content Type | Frequency | Time to Create | Distribution | |-------------|-----------|---------------|-------------| | Blog post | 2-4/month | 3-5 days | Blog, social, newsletter | | Tutorial | 1-2/month | 5-7 days | Blog, YouTube, docs | | Case study | 1/month | 2-3 weeks | Blog, sales, email | | Newsletter | Weekly/biweekly | 1 day | Email | | Social post | Daily | 30 min | Platform-specific | | Video/webinar | 1-2/month | 1-2 weeks | YouTube, social | | Documentation | Continuous | Varies | Docs site | | Whitepaper/ebook | Quarterly | 3-4 weeks | Gated landing page | ## SEO Content Optimization ### On-Page SEO Checklist - [ ] Target keyword in title (H1) - front-loaded - [ ] Target keyword in URL slug - [ ] Target keyword in first 100 words - [ ] Meta description (150-160 chars) with keyword and CTA - [ ] H2/H3 subheadings with related keywords - [ ] Internal links to related content (3-5) - [ ] External links to authoritative sources (2-3) - [ ] Image alt text with descriptive keywords - [ ] Schema markup (article, FAQ, how-to) - [ ] Reading time estimate - [ ] Table of contents for long-form (1500+ words) ### Keyword Research Template ```markdown ## Keyword: [primary keyword] | Metric | Value | |--------|-------| | Monthly search volume | [volume] | | Keyword difficulty | [1-100] | | CPC | [$X.XX] | | Search intent | [informational / transactional / navigational] | | Current ranking | [position or N/A] | ### Related Keywords | Keyword | Volume | Difficulty | Priority | |---------|--------|-----------|----------| | [related 1] | [vol] | [diff] | [H/M/L] | | [related 2] | [vol] | [diff] | [H/M/L] | | [related 3] | [vol] | [diff] | [H/M/L] | ### SERP Analysis - Position 1: [competitor URL] - [content type, word count] - Position 2: [competitor URL] - [content type, word count] - Position 3: [competitor URL] - [content type, word count] ### Content Strategy - Content type: [blog / guide / comparison / tool] - Word count target: [based on SERP analysis] - Unique angle: [what makes ours different] ``` ### Content Structure for SEO ```markdown # [Primary Keyword] - [Benefit/Hook] (H1) [Introduction: Hook + problem statement + what they'll learn] [Target keyword in first 100 words] ## Table of Contents ## [H2: Related keyword question/topic] [Content section - 200-400 words] [Include data, examples, visuals] ## [H2: Next related topic] [Content section] ## [H2: Practical/actionable section] [Code examples, templates, step-by-step] ## FAQ ### [Common question 1?] [Concise answer - good for featured snippets] ### [Common question 2?] [Concise answer] ## Conclusion [Summary + CTA] ``` ## Content Funnel (TOFU / MOFU / BOFU) ### Funnel Strategy ``` TOFU (Awareness) / \ Blog posts Social content SEO content Video tutorials Infographics Podcasts \ / MOFU (Consideration) / \ Case studies Webinars Comparison guides Email nurture Technical docs Free tools Whitepapers Workshops \ / BOFU (Decision) / \ Free trial Demo request ROI calculator Pricing page Implementation guide Customer stories Onboarding content Sales enablement ``` ### Content Types by Funnel Stage | Stage | Goal | Content Types | CTA | |-------|------|-------------|-----| | **TOFU** | Attract, educate | Blog, social, video, podcast, infographic | Subscribe, follow, share | | **MOFU** | Engage, nurture | Case study, webinar, whitepaper, comparison | Download, register, try | | **BOFU** | Convert, close | Demo, trial, pricing, implementation guide | Buy, start, schedule | ### Funnel Content Mapping ```markdown ## Feature: [Feature/Product Name] ### TOFU Content - Blog: "What is [concept]? A Beginner's Guide" - Blog: "Top 10 [category] Tools in [year]" - Video: "[concept] Explained in 5 Minutes" - Social: "[stat] of [audience] struggle with [problem]" ### MOFU Content - Guide: "How to Choose the Right [category] Tool" - Case Study: "How [company] Solved [problem] with [product]" - Webinar: "Best Practices for [topic]" - Comparison: "[product] vs [competitor]: Honest Comparison" ### BOFU Content - Demo: "See [product] in Action" - Calculator: "[metric] ROI Calculator" - Guide: "Getting Started with [product]" - Testimonial: "[customer] Increased [metric] by [X]%" ``` ## Content Performance Metrics ### Metrics by Goal | Goal | Metrics | Tools | |------|---------|-------| | **Awareness** | Unique visitors, page views, social reach, impressions | GA4, social analytics | | **Engagement** | Time on page, scroll depth, bounce rate, comments, shares | GA4, Hotjar | | **Lead Gen** | Form submissions, email signups, content downloads | HubSpot, Mailchimp | | **Conversion** | Trial signups, demo requests, purchases | CRM, product analytics | | **Retention** | Return visitors, email open rate, community activity | GA4, email platform | ### Content Scorecard ```markdown ## Monthly Content Scorecard ### Traffic | Metric | Last Month | This Month | Change | |--------|-----------|-----------|--------| | Total visits | [X] | [Y] | [+/-Z%] | | Organic traffic | [X] | [Y] | [+/-Z%] | | New visitors | [X] | [Y] | [+/-Z%] | ### Engagement | Metric | Last Month | This Month | Target | |--------|-----------|-----------|--------| | Avg time on page | [X] | [Y] | > 3 min | | Bounce rate | [X%] | [Y%] | < 55% | | Pages per session | [X] | [Y] | > 2 | ### Conversion | Metric | Last Month | This Month | Target | |--------|-----------|-----------|--------| | Email signups | [X] | [Y] | [target] | | Content downloads | [X] | [Y] | [target] | | Trial signups | [X] | [Y] | [target] | ### Top Performers | Content | Views | Conversions | Conv Rate | |---------|-------|------------|----------| | [title 1] | [X] | [Y] | [Z%] | | [title 2] | [X] | [Y] | [Z%] | ``` ## Content Repurposing Strategies ### Repurposing Matrix ``` Blog Post (pillar) ├── Twitter/X thread (key takeaways) ├── LinkedIn post (professional angle) ├── Instagram carousel (visual summary) ├── YouTube video (talking head + slides) ├── Podcast episode (interview format) ├── Newsletter section (curated excerpt) ├── Slide deck (conference talk) ├── Infographic (data visualization) ├── Reddit/HN post (community discussion) └── Documentation section (if technical) ``` ### Repurposing Checklist