content-strategy

name	content-strategy
description	Use when planning content calendars, auditing existing content, defining editorial workflows, establishing brand voice guidelines, creating content governance frameworks, or measuring content performance. Covers content planning, repurposing strategies, content pillars, and audience mapping.
user-invocable	true
allowed-tools	["Read","Write","Edit","Grep","Glob","Bash"]

Content Strategy -- Planning, Governance & Performance

1. Content Audit

Scoring Rubric (rate 1-5 each)

Accuracy, Relevance, Completeness, SEO, Engagement, Brand alignment. Total /30.

• 25-30: Keep, promote. 18-24: Update. 10-17: Rewrite/consolidate. 1-9: Archive (301 redirect).

Gap Analysis

Map buyer journey stages (Awareness -> Consideration -> Decision -> Onboarding -> Retention -> Advocacy). For each: list existing content, audience questions, competitor coverage, missing topics. Prioritize gaps by search volume, business impact, effort, and competitive advantage.

2. Content Pillars and Clusters

PILLAR PAGE (3000-5000 words, comprehensive)
  +-- Cluster 1 (specific subtopic, 1200-2000 words)
  +-- Cluster 2 ... (6-10 articles per pillar)

Linking: Every cluster links to pillar. Pillar links to all clusters. Clusters cross-link.

Pillar Planning

Topic: [Core topic]  |  Keyword: [primary, volume, difficulty]
Audience: [Who, journey stage]  |  CTA: [sign up/demo/download]
Cluster articles:
| # | Title | Keyword | Volume | Difficulty | Status |
|---|-------|---------|--------|-----------|--------|

3. Content Calendar

MONTHLY CALENDAR
Week | Date      | Type       | Title          | Author | Status | Channel
1    | Mon Mar 2 | Blog       | [Title]        | [Name] | Draft  | Blog, Newsletter
1    | Wed Mar 4 | Social     | [Post summary] | [Name] | Sched  | LinkedIn, Twitter

Cadence: Blog 2-4/month. Newsletter 1-2/month. Case studies 1/month. Social 3-5/week. Documentation with every release.

Key principle: Publish at a pace sustainable for 12+ months. Inconsistency damages trust more than low volume.

Quarterly Plan

Goals (traffic, MQLs, case studies) -> Monthly themes -> Key content pieces (priority, type, keyword, funnel stage) -> Distribution plan.

4. Editorial Workflow

Ideation -> Brief -> Draft -> Editorial Review -> Revision -> Publish -> Distribute -> Measure

Content Brief Template

**Title**: [working]  |  **Keyword**: [vol, difficulty]  |  **Type**: Blog/Guide/Case study
**Audience**: [persona, intent, journey stage]  |  **Word count**: [range]  |  **Deadline**: [date]

## Outline
1. Introduction -- hook + problem  2-4. [H2 sections]  5. Conclusion + CTA

## SEO
Title tag (50-60 chars) | Meta description (150-160 chars) | Internal links: [pages] | External: [sources]

## CTA
Primary: [action]  |  Placement: [intro, mid, conclusion]

5. Brand Voice

Voice Definition (3-5 attributes)

Attribute: [e.g., "Knowledgeable"]
  We are: Authoritative, precise, well-researched
  We are not: Academic, condescending, jargon-heavy

Tone Spectrum (voice stays consistent, tone adjusts)

More formal -------- Neutral -------- More casual
Legal/Compliance | Product docs | Blog/guides | Social | Internal

Style Rules

• Sentences: avg 15-20 words, mix lengths. Paragraphs: 2-4 sentences max.
• Active voice. Second person ("you") in blogs/guides. Define jargon on first use.
• Oxford comma always. Numbers: spell one-nine, digits for 10+. Sentence case headings.

6. Content Governance

Roles: Content Strategist (owns calendar, approves briefs/content, monitors performance). Editor (reviews quality, voice, SEO). Writers (create from briefs). SMEs (technical accuracy). Social Media Manager (distribution).

Pre-Publish Checklist

Accuracy: Facts verified, SME reviewed, links valid, code tested. SEO: Title tag, meta description, H1 with keyword, 2-3 internal links, alt text. Voice: Tone matches type/audience, no undefined jargon, active voice. Formatting: Heading hierarchy, short paragraphs, scannable lists. Legal: No confidential info, customer quotes approved, disclaimers included.

Refresh Cadence

Evergreen guides: quarterly. Blog posts: 6-month review, 12-month update/consolidate. Landing pages: monthly. Docs: every release. Case studies: annually.

7. Content Repurposing

SOURCE: Long-form blog (2000 words)
  -> Social thread (5-10 posts) + Newsletter (300 words) + Infographic
  -> Video script (2-3 min) + Slide deck + Email nurture (3-5 emails)

SOURCE: Case study
  -> Blog post + One-page PDF (sales) + Testimonial snippets + Email campaign

SOURCE: Webinar
  -> Blog (transcript + takeaways) + Social clips (30-60s) + FAQ from Q&A

Workflow: Identify top 10% content -> Select 2-3 derivative formats -> Adapt (not copy) -> Schedule -> Track each independently.

8. Performance Measurement

KPIs by Type

Type	Key Metrics
Blog	Organic sessions, avg time, keyword rankings, CTA clicks
Landing page	Conversion rate, bounce rate (<40%), revenue influenced
Email	Open rate, click rate, conversions, unsubscribe rate
Case study	Views, downloads, deals influenced

Monthly Report Template

Total organic sessions: [N] ([+/-X%] vs prior)
New content published: [N]  |  Top piece: [Title] ([metric])
Content-attributed conversions: [N]

TOP 5 BY TRAFFIC | KEYWORD RANKINGS | CONTENT PUBLISHED | RECOMMENDATIONS

Attribution: Start with last-touch, add multi-touch as tracking matures. UTM params on all distributed links. CRM integration for lead-to-content mapping.

9. Content for Product-Led Growth

Docs as content: Use natural language headings. Include the problem, not just the solution. Add HowTo schema. Prioritize: getting started, integration guides, comparison pages, migration guides.

In-app content: Onboarding tooltips (<50 words), empty states, feature announcements, help text (<20 words), error messages. Link to full docs. Track dismissal rates.

10. Competitive Content Analysis

Assess per competitor: content volume, cadence, quality, topic coverage, SEO keywords, distribution, engagement.

Output: Opportunity matrix (Topic x Competitor presence = gap/opportunity).

Differentiation: Original research (data only you have), expert perspectives, greater depth, freshness, interactive formats, niche audiences competitors ignore.

11. Localization

Tier	Scope	Approach
1 Full	Product docs, landing pages, transactional email	Professional translation + local review + local keyword research
2 Partial	Key blog posts, guides	Machine translation + human review + local examples
3 English only	Niche content, internal docs	Glossary of key terms in target language

Always: Adapt examples for local market, localize date/currency formats, review legal content locally.