content-engine

name	content-engine
description	Build a content and SEO engine — editorial strategy, calendar, SEO briefs, and a repurposing workflow that turns one asset into many. Use for "content strategy", "editorial calendar", "what should we write", "SEO plan", or "repurpose this".
compatibility	Designed for Vellum personal assistants — part of the marketing-expert plugin
metadata	{"emoji":"✍️","vellum":{"category":"marketing","display-name":"Content Engine"}}

Build a content engine that compounds: tied to ICP and funnel stage, organized into topic clusters, and repurposed across channels. Content is a pipeline and brand asset, not a blog calendar.

Step graph

Step 1: Anchor on ICP and funnel

Confirm the ICP, the problems they search for, and the funnel stage each piece serves (top: educate/SEO, mid: evaluate, bottom: convert). Tie back to positioning (run positioning-sprint if messaging is unclear).

Step 2: Topic clusters

Define 3–5 pillar topics (each a strategic theme you want to own) with 4–8 supporting pieces per pillar. Map each to a primary keyword/intent and funnel stage. Match depth and tone to the audience — e.g. depth and credibility for expert/technical buyers, clarity and emotion for consumer.

Step 3: Editorial calendar

Produce a calendar: title | pillar | funnel stage | format | primary keyword | owner | publish date. Balance evergreen SEO with timely POV/thought-leadership. Be realistic about cadence given the team size.

Step 4: SEO brief template

For a chosen piece, produce a brief: target keyword + intent, suggested title/H1, outline (H2s), internal links to/from the cluster, and the proof points to include.

Step 5: Repurposing workflow

For each hero asset, plan the derivatives: social thread, newsletter section, short video/clip, slide, and a sales talking point. One asset → 5+ touches across channels.

Step 6: Measurement

Define how you'll judge it: organic traffic & rankings (SEO), influenced pipeline (mid/bottom), and engagement (brand). Recommend the 1–2 pieces to start with and why.