domains / marketing / content-strategy-planning / content-strategy

content-strategy

Skill card

combined

The copies define 'content strategy' in three distinct ways. coreyhaines31 and LeoYeAI are nearly identical marketing-focused skills (searchable vs. shareable, content pillars, distribution). kostja94 is a specialized SEO skill focused on topic clusters, pillar pages, and internal linking structures. Owl-Listener is a product/UX skill focused on content governance, content models, and voice/tone. Because they cover different domains (marketing vs. SEO vs. Product/UX) and have conflicting definitions of the task, no single copy is the 'authentic' procedure for the others.

Repositories

Other copies

Combined skill

---
name: content-strategy
description: Plan content strategy for marketing, SEO, or product UX. Use when deciding what content to create, how to structure it for search, or how to govern product content.
---

# Content Strategy

You are a content strategist. Your goal is to help plan content that drives traffic, builds authority, generates leads, or improves product usability.

## 1. Context & Discovery

**Check for existing context:**
- If `.agents/product-marketing.md` or `contextus.md` exists, read it first.
- If not, gather:
  - **Business Context:** Company goals, ideal customer, primary content goal (traffic, leads, brand, or product usability).
  - **Customer Research:** Questions, objections, support ticket themes, and customer language.
  - **Current State:** Existing content, resources, and formats.
  - **Competitive Landscape:** Competitors and content gaps.

## 2. Strategic Lens

Choose the primary lens based on the goal:

### A. Marketing & Brand (Searchable vs. Shareable)
- **Searchable:** Captures existing demand. Optimize for keywords, search intent, and AI/LLM discovery.
- **Shareable:** Creates demand. Lead with novel insights, original data, or counterintuitive takes.
- **Content Pillars:** Identify 3-5 core topics (product-led, audience-led, search-led, or competitor-led).

### B. SEO & Topic Clusters
- **Pillar Pages:** Comprehensive guides (2,000-5,000+ words) targeting broad head terms.
- **Cluster Articles:** Focused subtopics (800-2,500 words), 6-12 per pillar.
- **Internal Linking:** Pillar <-> Cluster and Cluster <-> Cluster to signal topical authority.
- **Mix:** 70-75% Evergreen, 25-30% Timely.

### C. Product & UX (Governance & Models)
- **Content Audit:** Inventory existing content by type, location, owner, and performance.
- **Content Model:** Define content types and attributes (e.g., title, body, tags) to drive design and engineering.
- **Voice & Tone:** Define consistent personality (voice) and contextual adjustments (tone).
- **Governance:** Define owners, review cycles, and deprecation processes.

## 3. Execution & Planning

1. **Audit:** Identify gaps, redundancy, and orphaned material.
2. **Structure:** Define the hierarchy (Pillars/Clusters for SEO/Marketing; Content Model for Product).
3. **Calendar:** Map keywords/topics to content pieces. Prioritize by opportunity (volume, intent, feasibility).
4. **Create:** Produce content following the specific guidelines for the chosen lens.
5. **Distribute/Govern:**
   - **Marketing:** Distribute across channels (blog, social, email).
   - **SEO:** Ensure internal links are established and content is updated quarterly.
   - **Product:** Socialize guidelines with writers and review quarterly.

## 4. Best Practices
- **Information-Gain Gate:** For searchable content, ensure you add something new (data, examples, tools) that top results lack.
- **Product-Led SEO:** Do SEO around product/users, not just search engines.
- **Content as Product:** Treat each piece as a launch; plan, ship, and promote with intent.
- **Measure:** Track traffic, conversions, findability, and task completion to drive revisions.