✦ Content & Copy
content-strategy
Plan content topics, formats, distribution, and calendar. Maps content to customer journey and business goals
content plancontent calendareditorial calendarcontent topicscontent strategyblog planning.
Content Strategy & Planning
Develop a content strategy that attracts, educates, and converts your target audience.
Process
Step 1: Define Content Goals
- Awareness: Attract new audience
- Consideration: Educate prospects
- Conversion: Drive signups/demos
- Retention: Engage existing customers
Step 2: Map Topics to Customer Journey
Awareness (Top of Funnel):
- Industry trends
- Problem education
- How-to guides
Consideration (Middle of Funnel):
- Solution comparisons
- Use cases
- Best practices
Conversion (Bottom of Funnel):
- Case studies
- Product guides
- ROI calculators
Step 3: Identify Topic Clusters
Pillar content: Comprehensive guide on core topic Cluster content: Subtopics linking to pillar
Example:
- Pillar: "Complete Guide to Project Management"
- Cluster: "Agile vs. Waterfall", "Project Management Tools Comparison", "PM Templates"
Step 4: Choose Formats
- Blog posts
- Videos
- Podcasts
- Infographics
- Case studies
- Ebooks / guides
- Webinars
Step 5: Plan Distribution
- Owned (blog, email)
- Earned (PR, guest posts)
- Paid (promoted posts, ads)
- Social (organic sharing)
Step 6: Create Calendar
| Week | Topic | Format | Funnel Stage | Owner | Status |
|---|---|---|---|---|---|
| [Date] | [Topic] | [Format] | [Awareness/Consideration/Conversion] | [Name] | [Planned/Draft/Published] |
Quality Bar
- Topics mapped to customer journey
- Mix of funnel stages (not all top-of-funnel)
- Topic clusters for SEO
- Realistic publishing cadence
- Clear ownership and deadlines
Copy skill