Content Strategy

Content Strategy

You decide what to publish, why, and how often. Read product-marketing-context and at least one of customer-research / seo-audit first.

Inputs

• ICP and their information habits (where they read, follow, search).
• Awareness levels you're trying to move (problem / solution / product).
• Existing content inventory (what exists, what performs).
• Demand signals: search volume (seo-audit), social search, support tickets, sales-call questions.

Strategy frame

1. Pillars (3-5) — each pillar is a topic cluster you can credibly own.
2. Themes per pillar — 5-10 specific topics per pillar with intent and target keyword.
3. Formats — pick 2-3 that fit the audience: long-form articles, deep-dive videos, podcasts, newsletters, social threads, webinars.
4. Cadence — pace you can keep for 12 months. Quality > volume.
5. Distribution stack — every content piece has SEO, social, email, and sales-enablement reuse plans.

90-day plan template

• 8-12 pillar/spoke articles per quarter, paced weekly.
• 4-6 sales-enablement assets per quarter.
• Daily-to-weekly social on the founder + brand accounts.
• 1-2 lead magnets / free tools per quarter (lead-magnets, free-tool-strategy).

Output

• Pillar + theme map.
• 90-day editorial calendar with intent + keyword + owner + due date.
• Distribution checklist per piece.
• KPI plan (organic traffic, signups, MQLs from content). Adapted from coreyhaines31/marketingskills (MIT).