content-strategy-and-planning

---
name: content-strategy-and-planning
description: "Unified skill for content strategy and marketing content strategy: content pillars, editorial calendars, keyword research by buyer stage, positioning, messaging hierarchy, trust-building, GEO/AI search optimization, and ROI measurement. Also handles content briefs, SEO briefs, content outlines for writers, on-page SEO optimization, meta descriptions, title tags, keyword density, content research, source discovery, expert sourcing, and information gathering. Use when planning content strategy, creating content briefs for writers, optimizing existing content for SEO, researching topics and sources, or managing editorial operations. Triggers: content strategy, marketing content strategy, content marketing strategy, content planning, editorial calendar, content pillars, messaging hierarchy, content brief, SEO brief, content outline, keyword research, buyer journey content, GEO optimization, AI search optimization, content ROI, content operations, content roadmap, brand messaging, positioning"
---

# Content Strategy & Planning

## Workspace Context

Read bootstrap context before asking questions: `strategy/brand.md` for brand, audience, offer, channels, tools, constraints, and metrics; `about/me.md` for personal voice; `content/ideas.md` and `content/calendar.md` for content planning. Use legacy product-marketing context files only as fallback. Save generated drafts to `content/<platform>/drafts/YYYY-MM-DD_short-topic-slug.md`, and route durable learnings back to `strategy/brand.md`, `about/me.md`, or `content/ideas.md`.

## Operating Contract

This skill is self-contained for its frontmatter scope: use its local instructions, references, scripts, and assets as the playbook; ask only for missing task-specific inputs; hand off to adjacent skills instead of expanding scope; and return an actionable artifact, decision, plan, draft, or diagnostic.



Unified skill combining strategic content planning, positioning, and operational execution frameworks.

## When to Use

- Planning what content to create and why
- Developing content pillars and topic clusters
- Building editorial calendars
- Creating messaging hierarchy and positioning
- Trust-building content strategy
- Measuring content ROI
- GEO (AI search) optimization planning

---

## Part 1: Strategic Planning

### Step 1: Define Business Context

Before planning, gather:

| Input | Why It Matters |
|-------|----------------|
| Product/service description | Maps content to value proposition |
| Ideal customer profile (ICP) | Determines language, channels, pain points |
| Primary goal | Traffic, leads, brand awareness, thought leadership |
| Current content inventory | What's working vs. gaps |
| Resources available | Writers, budget, time constraints |

### Step 2: Searchable vs Shareable Framework

Every piece of content must be **searchable**, **shareable**, or **both**. Prioritize in that order.

**Searchable content** captures existing demand:
- Target specific keywords/questions
- Match search intent exactly
- Use clear titles matching queries
- Optimize for AI/LLM discovery

**Shareable content** creates demand:
- Lead with novel insights or data
- Challenge conventional wisdom
- Tell stories that resonate
- Connect to current trends

### Step 3: Content Pillars

3-5 core topics your brand owns. Each pillar spawns related content.

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

**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?

### Step 4: Keyword Research by Buyer Stage

| Stage | Intent | Modifiers |
|-------|--------|-----------|
| **Awareness** | Learning basics | "what is," "how to," "guide to" |
| **Evaluating** | Comparing options | "best," "vs," "alternatives," "comparison" |
| **Decision** | Ready to buy | "pricing," "reviews," "demo," "trial" |
| **Implementation** | How to use | "templates," "examples," "tutorial," "setup" |

---

## Part 2: Positioning & Messaging

### Positioning Canvas

```markdown
## Positioning Canvas

### For [ICP]
Who is this for?

### Who We Are
[Company name] is a [category]

### We Help Them Achieve
[Primary value proposition]

### Unlike [Competitors/Alternatives]
[Key differentiator]

### We Win Because
[1-2 specific advantages]

### Proof Points
- [Metric/result 1]
- [Metric/result 2]
- [Customer quote]
```

### Messaging Hierarchy

| Level | Purpose | Example |
|-------|---------|---------|
| **Brand message** | Core positioning | "The AI platform for B2B sales" |
| **Pillar message** | Theme-level | "Transform your sales workflow with AI" |
| **Content message** | Individual piece | "5 ways AI improves outbound response rates" |

### Trust Signals Checklist

Build trust before scaling traffic:

- [ ] Customer evidence (case studies, quotes)
- [ ] Expert endorsements or credentials
- [ ] Data-backed claims (specific numbers)
- [ ] Transparency (methodology, limitations)
- [ ] Security/compliance proof (if relevant)
- [ ] Recent updates (dates visible)

---

## Part 3: Editorial Operations

### Editorial Calendar Template

```markdown
## Monthly Content Calendar

### Week 1: [Theme]
| Day | Platform | Content Type | Topic | Status |
|-----|----------|--------------|-------|--------|
| Mon | LinkedIn | Post | | [ ] |
| Wed | Blog | Article | | [ ] |
| Fri | LinkedIn | Post | | [ ] |

### Week 2: [Theme]
| Day | Platform | Content Type | Topic | Status |
|-----|----------|--------------|-------|--------|
| Mon | LinkedIn | Post | | [ ] |
| Wed | Blog | Article | | [ ] |
| Fri | LinkedIn | Post | | [ ] |

### Monthly Goals
- [ ] 8 LinkedIn posts
- [ ] 2 Blog articles
- [ ] 1 Case study
- [ ] __ impressions target
- [ ] __ engagement target
```

### Content Types by Funnel Stage

| Content | Stage | Effort | Goal |
|---------|-------|--------|------|
| LinkedIn post | Top | Low | Engagement, brand |
| Blog post | Top | Low | SEO, awareness |
| Case study | Mid | Medium | Social proof |
| Whitepaper | Mid | High | Lead gen |
| Video | All | Medium | Engagement |
| Webinar | Mid-Bottom | High | Demand gen |

---

## Part 4: GEO (AI Search) Optimization

Content discoverability shifting from websites to AI chat interfaces. Optimize for LLM retrieval.

### AIO Principles

1. **Question-first structure** — Headers as questions users ask
2. **Quotable statements** — Memorable, standalone lines AI can cite
3. **Authority signals** — Credentials, data sources, track record
4. **Structured data** — Tables, lists, definition blocks
5. **Entity optimization** — Consistent terminology, named entities
6. **Freshness signals** — Dated statistics, update markers

### AIO Checklist

- [ ] H2 headers are questions or clear topics
- [ ] First paragraph directly answers the implied question
- [ ] 3-5 standalone quotable statements
- [ ] Author credentials stated
- [ ] Statistics include year and source
- [ ] Publication date visible
- [ ] Lists and tables for comparative information
- [ ] FAQ section with common questions

---

## Part 5: ROI Measurement

### Content Attribution Framework

| Metric | Definition | Tool |
|--------|------------|------|
| **Traffic** | Page views, unique visitors | GA4 |
| **Engagement** | Time on page, scroll depth | Hotjar, GA4 |
| **Leads** | MQLs, SQLs from content | HubSpot, Marketo |
| **Pipeline** | Revenue influenced by content | CRM |
| **Revenue** | Closed-won from content | CRM |

### Leading Indicators

| Stage | Indicator |
|-------|-----------|
| Top of funnel | Page views, social shares |
| Middle | Email signups, resource downloads |
| Bottom | Demo requests, consultations |

### ROI Calculation

```
Content ROI = (Revenue attributed to content - Content cost) / Content cost × 100
```

**Content costs to include:**
- Creation (writing, design, video)
- Distribution (paid promotion)
- Tools (CMS, analytics)
- Time (internal team hours)

---

## Part 6: Decision Tree

```
CONTENT STRATEGY QUESTION
    |
    +-> "What content should I create?" --------> CONTENT PILLARS
    |
    +-> "How do I position my product?" --------> POSITIONING
    |
    +-> "What should I say to whom?" ------------> MESSAGING
    |
    +-> "How do I build trust?" ----------------> TRUST SIGNALS
    |
    +-> "What topics have search volume?" ------> KEYWORD RESEARCH
    |
    +-> "How do I measure content impact?" ----> ROI MEASUREMENT
    |
    +-> "How do I show up in AI search?" ------> GEO/AIO PLANNING
    |
    +-> "When do I publish what?" --------------> EDITORIAL CALENDAR
    |
    +-> "How do I create a content brief?" -----> CONTENT BRIEF (Part 7)
    |
    +-> "How do I optimize existing content?" --> ON-PAGE SEO (Part 8)
    |
    +-> "How do I research a topic?" -----------> CONTENT RESEARCH (Part 9)
```

---

## Part 7: Content Brief Framework

Use when preparing briefs for content writers, documenting SEO requirements, or aligning content with keyword research.

### Brief Creation Steps

1. **Keyword Research** — Primary + 3-5 secondary; extract People Also Ask questions; note search intent (informational/commercial/transactional)
2. **SERP Analysis** — Review top 10 pages; note average word count; identify content format (listicle/guide); find content gaps competitors miss
3. **Outline Creation** — H1 with primary keyword; plan H2s for required topics; map keywords to specific sections
4. **Requirements** — Word count target (competitor avg +20%); E-E-A-T specs; internal linking targets; readability target (Flesch 60-70)

### Content Brief Template

```markdown
# Content Brief: {Title}

## Target Keyword
- **Primary**: {keyword}
- **Secondary**: {keyword2}, {keyword3}, {keyword4}
- **Questions to Answer**: {PAA questions}

## Search Intent
- **Type**: Informational | Commercial | Transactional
- **User Goal**: {what user wants to accomplish}

## Content Specs
- **Word Count**: {min}-{max} | **Format**: {article/listicle/guide} | **Tone**: {professional/conversational}
- **Target Audience**: {description}

## Required Sections
1. **{H2 Topic}** — {what to cover}
2. **{H2 Topic}** — {what to cover}
3. **{H2 Topic}** — {what to cover}

## E-E-A-T Requirements
- **Experience**: {first-hand examples to include}
- **Expertise**: {depth of coverage, technical accuracy needed}
- **Authority**: {sources to cite, data to include}
- **Trust**: {claims to verify, transparency requirements}

## SEO Checklist
- [ ] Keyword in H1 and first 100 words
- [ ] Meta title: 50-60 chars | Meta description: 150-160 chars with CTA
- [ ] Keyword density 1-2% | Flesch score 60-70
- [ ] 3+ internal links | 1+ external authoritative link
```

---

## Part 8: On-Page SEO Optimization

Use when optimizing existing content or validating new content against SEO requirements.

### Keyword Density

- **Target**: 1-2% (`Density = keyword count / total words × 100`)
- **Placement**: H1/title (required), first 100 words (required), at least one H2, conclusion
- **Warning**: >3% = stuffing risk; <0.5% = under-optimized

### Meta Tag Optimization

| Element | Length | Key Rule |
|---------|--------|----------|
| Title tag | 50-60 chars | Keyword near start; format: `{Keyword} - {Benefit} \| {Brand}` |
| Meta description | 150-160 chars | Include keyword naturally; end with CTA |
| URL slug | 3-5 words | Keyword included; hyphens; lowercase |

### Heading Hierarchy

```
H1: Page Title (exactly 1)
+-- H2: Main Section (keyword in at least one H2)
|   +-- H3: Subsection
+-- H2: Main Section
+-- H2: Conclusion
```

### Readability (Flesch Target: 60-70)

- Sentences <20 words average | Paragraphs 2-3 sentences max
- Active voice | Subheadings every 200-300 words
- Replace jargon with plain language | Use bullet points for lists

### Optimization Checklist

- [ ] Keyword in title/H1 and first 100 words
- [ ] Keyword density 1-2%
- [ ] Meta title 50-60 chars | Meta description 150-160 chars with CTA
- [ ] Valid heading hierarchy (H1→H2→H3, no level skips)
- [ ] 3+ internal links | 1+ external authoritative link
- [ ] Flesch 60-70 | No paragraphs >3 sentences

---

## Part 9: Content Research Workflow

Use when creating authentic, research-backed content or sourcing experts for quotes and citations.

```
RESEARCH → EXPERTS → IDEATION → CREATION → AIO
   ↓          ↓          ↓          ↓        ↓
 Trends    Real       Unique    Authentic  AI-Citable
 & Data    People     Angles    Content    Structure
```

### Phase 1: Research

Search for recent news (30-90 days), industry reports, emerging trends, and contrarian viewpoints. Use patterns like `"[topic] trends 2025"`, `"[topic] statistics report"`, `"[topic] expert predictions"`. Collect 10-15 key findings, statistics, and trend insights.

### Phase 2: Expert Discovery

Find real, verifiable experts from Twitter/X, LinkedIn, publications, podcasts, and academic sources. Validate each: real online presence, actual domain expertise, public statements available, recent activity.

Format quotes: `"[Direct quote]" — [Full Name], [Title] at [Company], [Source context]`

### Phase 3: Ideation

Generate 3-5 content angles incorporating discovered trends and expert perspectives. Evaluate each on: trend relevance, expert fit, uniqueness, actionability. Select the angle with the highest combined score.

### Phase 4: Authentic Writing

- Use specific details (names, dates, numbers) — avoid vague claims
- Integrate expert quotes naturally into the narrative, not as filler blocks
- Avoid AI-typical phrases: "In today's world", "It's worth noting", "Let's dive in", "Game-changer"
- Verify all quotes have traceable public sources before publishing

For format-specific guidance, see reference files below.

---

## Related Content & References

| Need | Resource |
|------|----------|
| Writing individual pieces | copywriting-core skill |
| LinkedIn content | linkedin skill |
| Blog writing | blog-writing-specialist skill |
| Deep AIO tactics | references/ai-search-optimization.md |
| Long-form blog patterns | references/blog-posts.md |
| Social media formats | references/social-media.md |
| Press releases & PR | references/press-releases.md |