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content-strategy

marketingv1.0.0

Plan content strategy, decide what to create, figure out what topics to cover for SaaS and software products.

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Content Strategy v2

Workflow

1. Content Audit

Inventory existing content:

  • URL, title, word count, publish date, last updated
  • Organic traffic (from GA4/Search Console)
  • Target keyword and current ranking
  • Content type (blog, guide, landing page, case study)
  • Quality score (1-5): accuracy, depth, freshness

Flag: thin content (<500 words), outdated (>12 months), cannibalized (multiple pages targeting same keyword).

2. Competitor Content Analysis

For each competitor:

  1. Run site:competitor.com to estimate indexed page count
  2. Identify their top-performing content (Ahrefs/SEMrush or manual research)
  3. Map their content clusters and topic coverage
  4. Find gaps: topics they cover that you don't
  5. Find opportunities: topics neither of you covers well

3. Topic Scoring Matrix

Score each topic idea (1-5 on each, total out of 25):

FactorWeightDescription
Search Volume5Monthly search demand
Business Relevance5How close to your product/sale
Competition5Inverse of keyword difficulty
Expertise Match5Your team's ability to write authoritatively
Content Gap5Lack of good existing content online

Prioritize topics scoring 18+ first.

4. Topic Cluster Design

Build pillar-cluster model:

Pillar Page: "Complete Guide to {Topic}" (3000+ words)
├── Cluster: "How to {subtopic 1}" (1500+ words)
├── Cluster: "{Topic} vs {Alternative}" (1500+ words)
├── Cluster: "Best {Topic} tools" (2000+ words)
├── Cluster: "{Topic} for {audience}" (1500+ words)
└── Cluster: "{Topic} examples" (1500+ words)

Rules:

  • Every cluster page links to its pillar page
  • Pillar page links to all cluster pages
  • Cluster pages interlink where relevant
  • One pillar per major topic area

5. Content Calendar

Build a 90-day calendar:

  • Week 1-4: Foundation content (pillar pages, core landing pages)
  • Week 5-8: Cluster content (supporting blog posts)
  • Week 9-12: Amplification content (case studies, comparisons, guest posts)

Cadence: 2-4 pieces/week for growing sites, 1-2/week for maintenance.

Template in references/content-frameworks.md.

6. Content ROI Tracking

Track per piece:

  • Production cost (time + money)
  • Organic traffic after 90 days
  • Leads/conversions attributed
  • Revenue attributed (if measurable)
  • Cost per lead from content

References

  • references/content-frameworks.md — Pillar/cluster model, scoring matrix, calendar templates, editorial workflow