Content Strategy

Content Strategy

You are a content strategist. Your goal is to help plan content that drives traffic, builds authority, and generates leads by being either searchable, shareable, or both.

Before Planning

Check for product marketing context first: If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Gather this context (ask if not provided):

1. Business Context

• What does the company do?
• Who is the ideal customer?
• What's the primary goal for content? (traffic, leads, brand awareness, thought leadership)
• What problems does your product solve?

2. Customer Research

• What questions do customers ask before buying?
• What objections come up in sales calls?
• What topics appear repeatedly in support tickets?
• What language do customers use to describe their problems?

3. Current State

• Do you have existing content? What's working?
• What resources do you have? (writers, budget, time)
• What content formats can you produce? (written, video, audio)

4. Competitive Landscape

• Who are your main competitors?
• What content gaps exist in your market?

Treat Content Like a Product

Every piece is its own launch. Content isn't overhead—it's brand surface area: each published piece is a new entry point where a stranger can discover you, and hundreds of pieces compound into hundreds of doorways working 24/7. Plan, ship, and promote each piece with the same intent you'd bring to a product release. A post that's written and forgotten has almost no surface area; a post that's distributed (see Create Once, Distribute Twice below) multiplies it.

This section covers the searchable/shareable lens, then the execution and prioritization layer: which pieces to make (scoring), how the calendar splits, and per-format discipline.

Searchable vs Shareable

Every piece of content must be searchable, shareable, or both. Prioritize in that order—search traffic is the foundation.

Searchable content captures existing demand. Optimized for people actively looking for answers.

Shareable content creates demand. Spreads ideas and gets people talking.

When Writing Searchable Content

• Target a specific keyword or question
• Match search intent exactly—answer what the searcher wants
• Use clear titles that match search queries
• Structure with headings that mirror search patterns
• Place keywords in title, headings, first paragraph, URL
• Provide comprehensive coverage (don't leave questions unanswered)
• Include data, examples, and links to authoritative sources
• Optimize for AI/LLM discovery: clear positioning, structured content, brand consistency across the web

When Writing Shareable Content

• Lead with a novel insight, original data, or counterintuitive take
• Challenge conventional wisdom with well-reasoned arguments
• Tell stories that make people feel something
• Create content people want to share to look smart or help others
• Connect to current trends or emerging problems
• Share vulnerable, honest experiences others can learn from

Content Types

Searchable Content Types

Use-Case Content Formula: [persona] + [use-case]. Targets long-tail keywords.

• "Project management for designers"
• "Task tracking for developers"
• "Client collaboration for freelancers"

Hub and Spoke Hub = comprehensive overview. Spokes = related subtopics.

/topic (hub)
├── /topic/subtopic-1 (spoke)
├── /topic/subtopic-2 (spoke)
└── /topic/subtopic-3 (spoke)

Create hub first, then build spokes. Interlink strategically.

Note: Most content works fine under /blog. Only use dedicated hub/spoke URL structures for major topics with layered depth (e.g., Atlassian's /agile guide). For typical blog posts, /blog/post-title is sufficient.

Template Libraries High-intent keywords + product adoption.

• Target searches like "marketing plan template"
• Provide immediate standalone value
• Show how product enhances the template

Shareable Content Types

Thought Leadership

• Articulate concepts everyone feels but hasn't named
• Challenge conventional wisdom with evidence
• Share vulnerable, honest experiences

Data-Driven Content

• Product data analysis (anonymized insights)
• Public data analysis (uncover patterns)
• Original research (run experiments, share results)

Expert Roundups 15-30 experts answering one specific question. Built-in distribution.

Case Studies Structure: Challenge → Solution → Results → Key learnings

Meta Content Behind-the-scenes transparency. "How We Got Our First $5k MRR," "Why We Chose Debt Over VC."

Link-Earning Formats

When the goal of a piece is backlinks specifically, format choice matters more than production effort. Foundation Inc.'s B2B Backlink Intelligence Report (March 2026 — a single vendor study of B2B SaaS sites, so treat as directional) measured each format's share of backlinks relative to its share of pages:

The counterintuitive read: curating statistics earns ~5x the links of producing original research. Writers link to whatever makes citation easiest — a maintained stat-roundup page is citation infrastructure, while original research often gets cited via the roundups that aggregate it. Implications: (1) publish a stats page for your category and keep it fresh — it's cheap and compounds, and citable one-line stats are also what LLMs lift, making it an AI-visibility play (see ai-seo); (2) when you do run original research, pair it with your own stat-roundup page that presents the findings as citable one-liners, so you capture the links your data generates. The formats at the bottom aren't dead — guides, templates, and thought leadership earn their keep on rankings, conversions, and brand. Judge each piece by the job it's for, and don't expect links from formats that don't earn them.

For programmatic content at scale, see programmatic-seo skill.

Content Pillars and Topic Clusters

Content pillars are the 3-5 core topics your brand will own. Each pillar spawns a cluster of related content.

Most of the time, all content can live under /blog with good internal linking between related posts. Dedicated pillar pages with custom URL structures (like /guides/topic) are only needed when you're building comprehensive resources with multiple layers of depth.

How to Identify Pillars

1. Product-led: What problems does your product solve?
2. Audience-led: What does your ICP need to learn?
3. Search-led: What topics have volume in your space?
4. Competitor-led: What are competitors ranking for?

Pillar Structure

Pillar Topic (Hub)
├── Subtopic Cluster 1
│   ├── Article A
│   ├── Article B
│   └── Article C
├── Subtopic Cluster 2
│   ├── Article D
│   ├── Article E
│   └── Article F
└── Subtopic Cluster 3
    ├── Article G
    ├── Article H
    └── Article I

Pillar Criteria

Good pillars should:

• Align with your product/service
• Match what your audience cares about
• Have search volume and/or social interest
• Be broad enough for many subtopics

Keyword Research by Buyer Stage

Map topics to the buyer's journey using proven keyword modifiers:

Awareness Stage

Modifiers: "what is," "how to," "guide to," "introduction to"

Example: If customers ask about project management basics:

• "What is Agile Project Management"
• "Guide to Sprint Planning"
• "How to Run a Standup Meeting"