Content Strategy

Content Audit Framework

Audit Spreadsheet Template

| URL | Title | Type | Funnel Stage | Traffic (30d) | Engagement | Conversion | Last Updated | Quality | Action | |-----|-------|------|-------------|---------------|------------|------------|-------------|---------|--------| | /blog/x | title] | Blog | TOFU | visits] | time/bounce] | leads] | date] | 1-5] | Keep/Update/Remove |

Audit Process

1. Inventory: Export all content URLs and metadata
2. Metrics: Pull analytics for each piece (traffic, engagement, conversion)
3. Quality Score: Rate 1-5 on accuracy, relevance, depth, UX
4. Action Decision:

| Quality | Traffic | Action | |---------|---------|--------| | High | High | Keep, optimize keywords | | High | Low | Promote, update distribution | | Low | High | Update content quality | | Low | Low | Remove or consolidate |

1. Gap Analysis: What topics are missing vs. competitor coverage?

Content Inventory Categorization

| Category | Description | Examples | |----------|-------------|---------| | Evergreen | Always relevant | How-to guides, reference docs | | Timely | Time-sensitive | News, trends, event coverage | | Pillar | Comprehensive topic hub | Ultimate guide, definitive resource | | Cluster | Supporting pillar content | Specific sub-topic articles | | Conversion | Action-oriented | Case studies, comparisons, pricing | | Community | User-generated / social proof | Testimonials, guest posts |

Editorial Calendar Planning

Monthly Calendar Template

markdown
## [Month] Editorial Calendar

### Theme: [monthly theme tied to business goal]

| Week | Type | Title | Author | Funnel | Channel | Status |
|------|------|-------|--------|--------|---------|--------|
| W1 | Blog | [title] | [author] | TOFU | Blog, Twitter | Draft |
| W1 | Social | [campaign] | [author] | TOFU | Twitter, LinkedIn | Scheduled |
| W2 | Tutorial | [title] | [author] | MOFU | Blog, YouTube | Outline |
| W2 | Newsletter | [subject] | [author] | MOFU | Email | Draft |
| W3 | Case Study | [title] | [author] | BOFU | Blog, Sales | Research |
| W3 | Social | [campaign] | [author] | TOFU | All | Planned |
| W4 | Docs Update | [section] | [author] | MOFU | Docs site | Planned |
| W4 | Webinar | [topic] | [speaker] | BOFU | Zoom, YouTube | Planned |

Content Cadence

| Content Type | Frequency | Time to Create | Distribution | |-------------|-----------|---------------|-------------| | Blog post | 2-4/month | 3-5 days | Blog, social, newsletter | | Tutorial | 1-2/month | 5-7 days | Blog, YouTube, docs | | Case study | 1/month | 2-3 weeks | Blog, sales, email | | Newsletter | Weekly/biweekly | 1 day | Email | | Social post | Daily | 30 min | Platform-specific | | Video/webinar | 1-2/month | 1-2 weeks | YouTube, social | | Documentation | Continuous | Varies | Docs site | | Whitepaper/ebook | Quarterly | 3-4 weeks | Gated landing page |

SEO Content Optimization

On-Page SEO Checklist

• ] Target keyword in title (H1) - front-loaded
• ] Target keyword in URL slug
• ] Target keyword in first 100 words
• ] Meta description (150-160 chars) with keyword and CTA
• ] H2/H3 subheadings with related keywords
• ] Internal links to related content (3-5)
• ] External links to authoritative sources (2-3)
• ] Image alt text with descriptive keywords
• ] Schema markup (article, FAQ, how-to)
• ] Reading time estimate
• ] Table of contents for long-form (1500+ words)

Keyword Research Template

markdown
## Keyword: [primary keyword]

| Metric | Value |
|--------|-------|
| Monthly search volume | [volume] |
| Keyword difficulty | [1-100] |
| CPC | [$X.XX] |
| Search intent | [informational / transactional / navigational] |
| Current ranking | [position or N/A] |

### Related Keywords
| Keyword | Volume | Difficulty | Priority |
|---------|--------|-----------|----------|
| [related 1] | [vol] | [diff] | [H/M/L] |
| [related 2] | [vol] | [diff] | [H/M/L] |
| [related 3] | [vol] | [diff] | [H/M/L] |

### SERP Analysis
- Position 1: [competitor URL] - [content type, word count]
- Position 2: [competitor URL] - [content type, word count]
- Position 3: [competitor URL] - [content type, word count]

### Content Strategy
- Content type: [blog / guide / comparison / tool]
- Word count target: [based on SERP analysis]
- Unique angle: [what makes ours different]

Content Structure for SEO

markdown
# [Primary Keyword] - [Benefit/Hook] (H1)

[Introduction: Hook + problem statement + what they'll learn]
[Target keyword in first 100 words]

## Table of Contents

## [H2: Related keyword question/topic]
[Content section - 200-400 words]
[Include data, examples, visuals]

## [H2: Next related topic]
[Content section]

## [H2: Practical/actionable section]
[Code examples, templates, step-by-step]

## FAQ
### [Common question 1?]
[Concise answer - good for featured snippets]

### [Common question 2?]
[Concise answer]

## Conclusion
[Summary + CTA]

Content Funnel (TOFU / MOFU / BOFU)

Funnel Strategy

                    TOFU (Awareness)
                   /                \
         Blog posts              Social content
         SEO content             Video tutorials
         Infographics            Podcasts
                  \              /
                   MOFU (Consideration)
                  /                \
         Case studies            Webinars
         Comparison guides       Email nurture
         Technical docs          Free tools
         Whitepapers             Workshops
                  \              /
                   BOFU (Decision)
                  /                \
         Free trial              Demo request
         ROI calculator          Pricing page
         Implementation guide    Customer stories
         Onboarding content      Sales enablement

Content Types by Funnel Stage

| Stage | Goal | Content Types | CTA | |-------|------|-------------|-----| | TOFU | Attract, educate | Blog, social, video, podcast, infographic | Subscribe, follow, share | | MOFU | Engage, nurture | Case study, webinar, whitepaper, comparison | Download, register, try | | BOFU | Convert, close | Demo, trial, pricing, implementation guide | Buy, start, schedule |

Funnel Content Mapping

markdown
## Feature: [Feature/Product Name]

### TOFU Content
- Blog: "What is [concept]? A Beginner's Guide"
- Blog: "Top 10 [category] Tools in [year]"
- Video: "[concept] Explained in 5 Minutes"
- Social: "[stat] of [audience] struggle with [problem]"

### MOFU Content
- Guide: "How to Choose the Right [category] Tool"
- Case Study: "How [company] Solved [problem] with [product]"
- Webinar: "Best Practices for [topic]"
- Comparison: "[product] vs [competitor]: Honest Comparison"

### BOFU Content
- Demo: "See [product] in Action"
- Calculator: "[metric] ROI Calculator"
- Guide: "Getting Started with [product]"
- Testimonial: "[customer] Increased [metric] by [X]%"

Content Performance Metrics

Metrics by Goal

| Goal | Metrics | Tools | |------|---------|-------| | Awareness | Unique visitors, page views, social reach, impressions | GA4, social analytics | | Engagement | Time on page, scroll depth, bounce rate, comments, shares | GA4, Hotjar | | Lead Gen | Form submissions, email signups, content downloads | HubSpot, Mailchimp | | Conversion | Trial signups, demo requests, purchases | CRM, product analytics | | Retention | Return visitors, email open rate, community activity | GA4, email platform |

Content Scorecard

markdown
## Monthly Content Scorecard

### Traffic
| Metric | Last Month | This Month | Change |
|--------|-----------|-----------|--------|
| Total visits | [X] | [Y] | [+/-Z%] |
| Organic traffic | [X] | [Y] | [+/-Z%] |
| New visitors | [X] | [Y] | [+/-Z%] |

### Engagement
| Metric | Last Month | This Month | Target |
|--------|-----------|-----------|--------|
| Avg time on page | [X] | [Y] | > 3 min |
| Bounce rate | [X%] | [Y%] | < 55% |
| Pages per session | [X] | [Y] | > 2 |

### Conversion
| Metric | Last Month | This Month | Target |
|--------|-----------|-----------|--------|
| Email signups | [X] | [Y] | [target] |
| Content downloads | [X] | [Y] | [target] |
| Trial signups | [X] | [Y] | [target] |

### Top Performers
| Content | Views | Conversions | Conv Rate |
|---------|-------|------------|----------|
| [title 1] | [X] | [Y] | [Z%] |
| [title 2] | [X] | [Y] | [Z%] |

Content Repurposing Strategies

Repurposing Matrix

Blog Post (pillar)
├── Twitter/X thread (key takeaways)
├── LinkedIn post (professional angle)
├── Instagram carousel (visual summary)
├── YouTube video (talking head + slides)
├── Podcast episode (interview format)
├── Newsletter section (curated excerpt)
├── Slide deck (conference talk)
├── Infographic (data visualization)
├── Reddit/HN post (community discussion)
└── Documentation section (if technical)

Repurposing Checklist

| Source | Target | Adaptation | |--------|--------|-----------| | Long blog | Twitter thread | 8-12 key points, add visuals | | Blog | LinkedIn | Professional tone, add personal take | | Blog | Newsletter | Summary + personal insight + CTA | | Webinar | Blog | Transcript + structure + screenshots | | Case study | Social proof | Pull quotes + metrics | | FAQ section | YouTube shorts | 60-sec answers | | Documentation | Tutorial blog | Step-by-step with context |

Developer-Focused Content Patterns

Technical Blog Post Template

markdown
# [Action Verb] [Technology] with [Tool/Method]

**TL;DR:** [1-2 sentence summary of what they'll learn/build]

## Prerequisites
- [requirement 1]
- [requirement 2]

## The Problem
[What problem does this solve? Why should they care?]

## Solution
[High-level approach]

### Step 1: [First step]

// Code example with comments

### Step 2: [Second step]

// Code example

## How It Works
[Explain the "why" behind the code]

## Common Pitfalls
- [Pitfall 1]: [How to avoid]
- [Pitfall 2]: [How to avoid]

## Next Steps
- [Further reading]
- [Related project]
- [Community link]

Developer Content Types

| Type | Length | Audience | Goal | |------|--------|----------|------| | Quick tip | 300-500 words | All devs | Quick wins, shareability | | Tutorial | 1000-2000 words | Beginners | Teach specific skill | | Deep dive | 2000-4000 words | Intermediate+ | Thorough understanding | | Architecture post | 1500-3000 words | Senior devs | Design decisions | | Changelog/release notes | 200-500 words | Users | Inform about updates | | Comparison guide | 1500-2500 words | Evaluators | Help decision-making | | Open source contribution guide | 500-1000 words | Contributors | Onboard contributors |

Social Media Content Planning

Platform Strategy

| Platform | Audience | Tone | Content Type | Frequency | |----------|----------|------|-------------|-----------| | Twitter/X | Devs, tech | Conversational, witty | Tips, threads, memes | 1-3/day | | LinkedIn | B2B, leadership | Professional, insightful | Articles, achievements | 3-5/week | | YouTube | Learners | Educational, clear | Tutorials, demos | 1-2/week | | Reddit | Community | Authentic, helpful | Discussions, AMAs | 2-3/week | | HN | Builders | Technical, direct | Launches, deep dives | Strategic | | Dev.to | Developers | Technical, friendly | Tutorials, experiences | 1-2/week |

Social Post Templates

markdown
## Twitter/X Thread Template
1/ [Hook - surprising stat or bold claim]

2/ [Context - why this matters]

3/ [Point 1 - with example]

4/ [Point 2 - with example]

5/ [Point 3 - with example]

6/ [Practical takeaway]

7/ [CTA - link, follow, retweet]

## LinkedIn Post Template
[Opening hook - first 2 lines visible before "see more"]

[Personal story or observation]

[3-5 key insights with line breaks]

[Actionable takeaway]

[Question to drive engagement]

#[relevant] #[hashtags] #[3-5max]

Anti-Patterns

| Anti-Pattern | Neden Yanlis | Dogru Yol | |-------------|-------------|-----------| | Content without strategy | Wasted effort | Tie every piece to a funnel stage + goal | | Publish and forget | Decay over time | Schedule updates, track performance | | Keyword stuffing | Penalized by search engines | Natural language, semantic keywords | | Only TOFU content | No conversion path | Balance funnel stages | | Ignoring distribution | "Build it and they will come" fallacy | 20% creation, 80% distribution | | No repurposing | Inefficient | Every piece should become 3-5 formats | | Copying competitors | No differentiation | Unique angle, proprietary data, hot takes | | All text, no visuals | Low engagement | Add diagrams, screenshots, videos | | No CTA | Missed conversions | Every piece needs a next step | | Inconsistent publishing | Audience loses trust | Sustainable cadence > burst publishing |