content-pillars

name	content-pillars
description	Define and maintain Content Pillars for a client. Uses a 5-layer methodology: Content Tilt → Pain-Based+JTBD → BOFU-First Prioritization → Topic Cluster Structure → Playground Tagging. Outputs readable markdown with rich context per pillar. Pillars = TOPICS the brand will own. POV is NOT decided here — POV lives at piece level during angle/clarify.
context_required	["brand/{slug}/company-brief/company-brief.current.md","brand/{slug}/brand-book/brand-voice/brand-voice.current.md","brand/{slug}/go-to-market/ecps/ecps.current.md","brand/{slug}/go-to-market/positioning/shared/messaging-summary.md","brand/{slug}/go-to-market/positioning/shared/value-criteria.md","brand/{slug}/strategic-plan/strategic-plan.current.md"]
context_writes	["brand/{slug}/content/content-pillars.md"]

Content Pillars — 5-Layer Methodology

Define 3-5 content pillars using a structured 5-layer process. Each layer adds depth and specificity. The result is pillars that are differentiated, pain-anchored, conversion-oriented, SEO-structured, and non-linearly tagged for complex buyer journeys.

⚠️ Prerequisite check (ANTES de ejecutar)

Esta skill SOLO debe ejecutarse si content-strategy ya se completó en este brand:

1. Lee brand/{slug}/projects/P14-Content-Engine/tasks.json
2. Busca la entry con skill: "content-strategy" (típicamente P14-T01)
3. Si su status !== "completed":
   • NO ejecutes la skill
   • Responde al humano:

     "❌ Pre-requisito no cumplido: la task {taskId} ({taskName}) con skill content-strategy está en status: {status}. Tienes que completar la estrategia de contenido antes de definir pillars. Abre la task primero, aprueba el doc strategy-decisions.md, y vuelve a pedirme que defina pillars cuando esté en completed."

   • Termina sin escribir nada
4. Si está completed → continúa con el workflow normal abajo
5. Si la task no existe → asume setup nuevo y pídele al humano que ejecute content-strategy primero

Esto evita aprobar pillars sin estrategia base — escenario que produce pillars desconectados del posicionamiento.

Before Starting

Read ALL Foundation context listed in context_required. Do NOT skip any. Also check for optional enrichment:

• brand/{slug}/content/strategy-decisions.md — if Content Strategy was executed
• Transcripts via meeting-intelligence — OPTIONAL

---

Layer 1 — Content Tilt (Joe Pulizzi)

Question: "At what intersection is this brand the ONLY credible voice?"

Before defining any pillars, find the Content Tilt — the unique angle that makes this brand's content impossible to replicate.

Process:

1. Read company-brief: what does the brand do differently?
2. Read ECPs: what do customers desperately need?
3. Read positioning: what's the brand's unfair advantage?
4. Find the INTERSECTION:

   Content Tilt = (Brand's unique expertise)
                × (Audience's urgent need)
                × (Gap no one else fills)
   

Output: One sentence that captures the tilt. Example (Growth4U): "Sistemas de growth con exit date a 6 meses para startups post-PMF — el unico programa que instala un motor y se va."

Rule: If you can't articulate a clear tilt, STOP and workshop with the human. Without a tilt, pillars will be generic.

---

Layer 2 — Pain-Based + JTBD Pillars

Framework: Each pillar = intersection of:

• Customer Pain (from ECPs — use pain SCORES to prioritize)
• Brand Expertise (from company-brief — concrete track record, not claims)
• Topic Defensibility (can the brand credibly own this topic for years?)

Process:

1. List all pain clusters from ECPs with their scores
2. List all brand expertise areas with concrete proof (names, numbers, results)
3. Cross-reference: which pains match which expertise?
4. Group into 3-5 pillars (not more — dilutes authority)
5. For each pillar, define the JTBD:

   "When [situation], I want [motivation], so I can [outcome]."
   

Each pillar MUST have:

• A pain score reference (from ECPs)
• A concrete expertise proof (not "we're experts in X" — "we grew Bnext 0→400K under CNMV")
• A JTBD statement
• A connection to the product/service

Rule: "Growth strategies" is BAD. "Sistemas de growth repetibles para startups post-PMF 5-50 personas" is GOOD. Be specific or redo.

---

Layer 3 — BOFU-First Prioritization (Rob Walling)

Principle: Within each pillar, prioritize content that CONVERTS before content that generates awareness. Start at the bottom of the funnel.

Process:

1. For each pillar, assign a funnel_role:

   • bottom — captures intent (blog SEO, comparison pages, use cases). GATED with lead magnets.
   • middle — builds audience (newsletter, community, deep-dives). GATED email.
   • top — creates demand (LinkedIn, X, thought leadership). UNGATED.

2. Within each pillar, list subtopics and score them:

   BOFU score = (Purchase intent × 0.4) + (Search volume × 0.3)
              + (Competition gap × 0.2) + (Brand proof × 0.1)
   

3. The pillar's first 3 content pieces should be BOFU.

Assign per business_model:

• B2B: bottom = blog SEO gated; middle = newsletter; top = LinkedIn/X ungated
• B2C: bottom = product/cohort; middle = email gated; top = social ungated

---

Layer 4 — Topic Cluster Structure (HubSpot Model)

For each pillar, define the hub-and-spoke architecture:

PILLAR HUB (comprehensive overview page)
├── Spoke 1: [specific subtopic] — searchable
├── Spoke 2: [specific subtopic] — searchable
├── Spoke 3: [specific subtopic] — shareable
├── Spoke 4: [specific subtopic] — searchable
├── Spoke 5: [specific subtopic] — shareable
└── Spoke 6: [specific subtopic] — searchable

Rules:

• Hub = broad topic. Spokes = specific long-tail.
• Each spoke MUST be specific enough to be a single content piece
• Interlink: every spoke links to the hub, hub links to all spokes
• Mix searchable (60%) + shareable (25%) + both (15%)
• 6-8 spokes per pillar minimum

Each spoke needs: title, searchable/shareable/both, buyer stage (awareness/consideration/decision/implementation), target keyword hint.

---

Layer 5 — Playground Model Tagging (Ashley Faus, Atlassian)

Replace the linear funnel with a non-linear playground.

Tag each spoke with a DEPTH level:

• Conceptual — "what is X and why does it matter?" (awareness, inspiration)
• Strategic — "how should I think about X?" (frameworks, comparisons, decisions)
• Tactical — "how do I DO X step by step?" (tutorials, templates, playbooks)

Why: Buyers don't move linearly top→mid→bottom. They jump between depths. A CTO might start with a tactical template, then read a strategic framework, then share a conceptual hot take on LinkedIn. Content should work at any entry point.

Each pillar should have content at all 3 depths.

---

Output Format

Write brand/{slug}/content/content-pillars.md as readable markdown:

# Content Pillars — {Client Name}

> Generado: {date} | Status: approved
> Content Tilt: {one-sentence tilt}
> Inputs: {list of Foundation docs used}

---

## Content Tilt

{2-3 sentences explaining the tilt and why this brand is uniquely
positioned to own this content space}

## Resumen

| # | Pillar | Funnel | BOFU Priority | Diferenciador |
|---|--------|--------|---------------|---------------|
| P1 | {name} | {Top/Middle/Bottom} | {first BOFU subtopic} | {1 line} |

---

## P1 — {Pillar Name}

**Content Tilt connection**: {how this pillar serves the overall tilt}

**Rol en funnel**: {Top/Middle/Bottom} ({channels, gating})
**JTBD**: "When {situation}, I want {motivation}, so I can {outcome}."

**Por que este pillar**: {2-3 sentences with SPECIFIC data — pain scores,
market size, track record numbers. NOT generic.}

**Clusters de dolor**:
- **Cluster {X}: {Name}** (Pain {score}) — {description}

**Expertise**:
- {Specific achievement with data}

**Topic Cluster** (hub + spokes):
| # | Spoke | Type | Buyer Stage | Depth | Keyword hint |
|---|-------|------|-------------|-------|-------------|
| Hub | {pillar overview} | Both | All | Strategic | {keyword} |
| 1 | {subtopic} | Searchable | Decision | Tactical | {keyword} |
| 2 | {subtopic} | Shareable | Awareness | Conceptual | {keyword} |
| 3 | ... | ... | ... | ... | ... |

**BOFU priority**: {first 3 pieces to produce, all bottom-funnel}

**Lead magnets**: {list}

---

Quality Checklist

Before presenting to the human:

• Content Tilt articulated in 1 sentence — specific, not generic
• 3-5 pillars, each with JTBD statement
• Pain scores cited from ECPs
• Expertise references real data (client names, metrics)
• Every pillar has funnel_role assigned (balanced distribution)
• Every pillar has 6+ spokes in topic cluster table
• Every spoke has depth tag (conceptual/strategic/tactical)
• BOFU-first: first 3 pieces per pillar are bottom-funnel
• Each pillar connects to product/service
• No POV assigned to pillars (POV is per piece, during clarify)
• Content Tilt connection explained per pillar

Rules

• Pillars = TOPICS, not POV. POV is decided per piece during clarify.
• No is_contrarian flag. Contrarian angles are piece-level.
• 3-5 pillars max. More dilutes authority.
• Every pillar must connect to the product/service.
• Output is MARKDOWN, not YAML. Human-readable in doc viewer.
• Be specific, not generic. If a competitor could claim the same pillar, it's not specific enough.
• Content Tilt FIRST. Without it, pillars are commodity.
• BOFU FIRST. Within each pillar, prioritize what converts.

Versioning

Reviewed quarterly (Proceso 4 Performance). When updating:

1. Read existing content-pillars.md
2. Compare with new data (Atalaya, performance, ECPs)
3. Propose changes for approval
4. Note update date

Related Skills

• content-strategy — 14 global decisions BEFORE pillars
• positioning-messaging — per-niche pillar SEEDS (step 7)
• brand-voice — tone/vocabulary (NOT POV)
• insight-to-content-mapper — signals → ideas WITHIN pillars
• content-calendar-planner — schedules content ACROSS pillars
• content-engine-setup — configs derived FROM pillars