vellum-ai 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.