content-strategy

Start by gathering business context, customer research, and competitive landscape. Then define 3-5 content pillars, map topics to buyer stages from awareness to implementation, and prioritize ideas using a weighted scoring framework before writing anything.

A hub and spoke model pairs one comprehensive pillar page with multiple related subtopic articles that interlink. The hub targets a broad keyword while spokes capture long-tail variations, building topical authority for search engines.

Score each idea on customer impact (40%), content-market fit (30%), search potential (20%), and resource requirements (10%). Focus on high-impact, lower-effort topics first while maintaining coverage across buyer stages.

Searchable content captures existing demand by targeting specific keywords and matching search intent. Shareable content creates demand through novel insights, original data, or stories people want to spread. Prioritize searchable content first.

Use content strategy when deciding what topics to cover, planning pillars, or building an editorial roadmap. Use copywriting when writing an individual piece of content. Strategy answers what to create; copywriting executes the creation.

Run a content audit to evaluate existing posts, then organize them into pillars and topic clusters. Identify hub-and-spoke opportunities, decide which posts to update, consolidate, or retire, and rebuild topical authority through internal linking.