---
name: mkurman/content-strategy
source: https://app.decimal.ai/s/mkurman-content-strategy@1/SKILL.md
source_sha256: d7138096059e
---

-----|-----------|
| **Length** | 2,000-5,000+ words; comprehensive guide |
| **Keyword** | Broad head term with search volume |
| **Role** | Hub; links to all cluster articles; targets primary topic |
| **Conversion** | Link to product/feature pages where relevant |

### Cluster Articles

| Attribute | Guideline |
|-----------|-----------|
| **Count** | 6-12 articles per pillar (minimum 6 for authority) |
| **Length** | 800-2,500 words each; focused on one subtopic |
| **Keyword** | Long-tail, specific intent per article |
| **Links** | Each cluster links to pillar; pillar links back; related clusters link to each other |

### Internal Linking Model

| Link type | Purpose |
|-----------|---------|
| **Pillar to Cluster** | Hub distributes authority; users discover subtopics |
| **Cluster to Pillar** | Signals relationship; passes equity to hub |
| **Cluster to Cluster** | Related subtopics; strengthens topical coverage |

### Structure and Content Equally Important

**Framework and body quality both matter**: TOC, chapter logic, and content depth are all essential for SEO and UX. Weak structure undermines strong writing; weak writing undermines strong structure. Plan both from the start.

### Why Topic Clusters Work

- **Topical authority**: Rank for multiple variations; comprehensive coverage signals expertise
- **Avoid cannibalization**: One page per topic/keyword; no competing pages
- **Better internal linking**: Clear logic; crawlers understand structure
- **AI citations**: Clustered content gets ~42% more AI citations than standalone
- **Traffic**: ~30% more organic traffic; rankings hold ~2.5x longer

### Implementation Steps

1. **Choose 3-7 core topics** -> business relevance, search demand, competitive opportunity
2. **Map subtopics** -> People Also Ask, competitor analysis, keyword tools
3. **Content audit** -> Identify existing pages that can become pillar or cluster; find gaps
4. **Build clusters first** (optional) -> Cluster pages often rank first; add pillar after
5. **Create pillar** -> Comprehensive guide; link to all clusters
6. **Establish links** -> Pillar <-> cluster; cluster <-> cluster
7. **Update quarterly** -> Maintain freshness and authority

### Example

- **Pillar**: "SEO Guide" (targets "SEO")
- **Clusters**: "Technical SEO," "On-Page SEO," "Link Building," "Content SEO," "Local SEO," "E-E-A-T"

## Content Types

| Type | Use | SEO Fit |
|------|-----|---------|
| **How-to guides** | Informational intent; high share potential | High -> matches search intent |
| **Comparisons** | Commercial intent; "X vs Y" | High |
| **List posts** | "Top 10," "Best X" | High |
| **Glossaries** | Definition queries; internal link hub | High |
| **Tools/calculators** | Linkable assets; engagement | High |
| **Case studies** | Proof; conversion support | Medium -> supports conversion |
| **Funding / PR** | Funding rounds, acquisitions | Low -> brand/PR, not search-driven |
| **Product updates** | Feature launches, release notes | Low -> internal audience |
| **News / Trending** | Industry news, hot topics | Medium -> quick spikes, short shelf life |

### Evergreen vs Timely Content Mix

- **Evergreen** (70-75%): Pillar guides, how-tos, comparisons, glossaries. Drives long-term traffic, backlinks, authority. Refresh every 6-12 months.
- **Timely** (25-30%): Seasonal, trending, news. Generates quick traffic, shows topical relevance. Link timely pieces into evergreen pillars.
- **Balance**: Too much evergreen = blog feels stale; too much timely = irregular traffic, constant content churn.

## Editorial Calendar

- Map keywords to content pieces
- Prioritize by opportunity (volume -> intent -> feasibility)
- Schedule by capacity
- Include update schedule for existing content

## Output Format

- **Topic cluster** map (pillar + 6-12 clusters)
- **Content calendar** (topics, keywords, deadlines)
- **Internal linking** plan
- **Update plan** for existing content

## Related Skills

- **content-marketing**: Content types, formats, channels, repurposing; SEO content is one channel
- **translation**: Multilingual content; translation workflow, glossary; avoid thin translations
- **seo-strategy**: SEO workflow order, Product-Led SEO, audit approach; use when planning SEO from scratch
- **website-structure**: Plan which pages to build; structure informs content clusters and pillar placement
- **keyword-research**: Keywords drive content plan
- **programmatic-seo**: Programmatic SEO for scaling pages with template + data; complements topic clusters
- **content-optimization**: Word count, H2 keywords, keyword density, multimedia, lists -> on-page content optimization
- **internal-links**: Clusters need internal linking
- **link-building**: Content strategy creates linkable assets
- **heading-structure**: Content structure uses headings