# Content Strategy Playbook

Based on research from [Content Marketing Institute](https://contentmarketinginstitute.com/), [Animalz](https://www.animalz.co/), [Orbit Media](https://www.orbitmedia.com/).

---

## Content Strategy Framework

### The Content Strategy Stack
```
┌─────────────────────────────────┐
│         Business Goals          │
├─────────────────────────────────┤
│       Audience Definition       │
├─────────────────────────────────┤
│        Content Pillars          │
├─────────────────────────────────┤
│       Content Types/Mix         │
├─────────────────────────────────┤
│     Distribution Channels       │
├─────────────────────────────────┤
│    Measurement Framework        │
└─────────────────────────────────┘
```

---

## Content Pillars

### What Are Content Pillars?
3-5 core topic areas that:
- Align with business objectives
- Match audience interests
- Differentiate from competitors
- Support SEO strategy

### Pillar Selection Framework
| Criteria | Score 1-5 | Weight |
|----------|-----------|--------|
| Audience interest | - | 30% |
| Business alignment | - | 25% |
| Competitive opportunity | - | 20% |
| SEO potential | - | 15% |
| Internal expertise | - | 10% |

### Pillar Structure Example
```
PILLAR: Email Marketing
├── Cluster: Email Automation
│   ├── Welcome sequences
│   ├── Nurture campaigns
│   └── Behavior triggers
├── Cluster: Email Design
│   ├── Templates
│   ├── Mobile optimization
│   └── A/B testing
└── Cluster: Deliverability
    ├── Warm-up strategies
    ├── List hygiene
    └── Authentication
```

---

## Content Types Matrix

### By Funnel Stage
| Stage | Content Types | Goal |
|-------|--------------|------|
| TOFU (Awareness) | Blog posts, infographics, videos, podcasts | Attract, educate |
| MOFU (Consideration) | Guides, webinars, case studies, comparisons | Engage, qualify |
| BOFU (Decision) | Demos, trials, ROI calculators, testimonials | Convert |

### By Format
| Format | Best For | Resource Level |
|--------|----------|----------------|
| Blog post | SEO, thought leadership | Low-Medium |
| Long-form guide | Lead gen, authority | High |
| Video | Engagement, tutorials | Medium-High |
| Podcast | Thought leadership, reach | Medium |
| Infographic | Social sharing, complex data | Medium |
| Case study | Social proof, sales enablement | Medium |
| Webinar | Lead gen, education | High |
| Tool/Calculator | Lead gen, SEO | High |

### Content Mix Recommendations
| Company Stage | TOFU | MOFU | BOFU |
|---------------|------|------|------|
| Early stage | 60% | 30% | 10% |
| Growth stage | 50% | 35% | 15% |
| Mature | 40% | 40% | 20% |

---

## Content Calendar

### Calendar Components
| Element | Description |
|---------|-------------|
| Publish date | When it goes live |
| Content title | Working title |
| Content type | Blog, video, etc. |
| Pillar/Topic | Category alignment |
| Funnel stage | TOFU/MOFU/BOFU |
| Target keyword | Primary SEO term |
| Author | Content creator |
| Status | Draft, review, scheduled |
| Distribution | Channels to promote |

### Publishing Cadence
| Company Size | Blog | Video | Email | Social |
|--------------|------|-------|-------|--------|
| Startup | 2-4/mo | 1/mo | 2-4/mo | 3-5/wk |
| Growth | 4-8/mo | 2-4/mo | 4-8/mo | 5-7/wk |
| Enterprise | 8-16/mo | 4-8/mo | 8-16/mo | Daily |

### Seasonal Planning
| Quarter | Focus |
|---------|-------|
| Q1 | New year planning, trends |
| Q2 | Industry events, mid-year |
| Q3 | Back-to-school, prep for Q4 |
| Q4 | Year-end, planning for next year |

---

## Content Production

### Content Brief Template
```markdown
## Content Brief: [Title]

**Target Keyword:** [keyword]
**Secondary Keywords:** [list]
**Search Intent:** [informational/commercial/transactional]

**Target Audience:** [persona]
**Funnel Stage:** [TOFU/MOFU/BOFU]

**Goal:** [What should this content achieve?]
**CTA:** [What action should readers take?]

**Outline:**
1. Introduction
2. Section 1 [H2]
   - Subsection [H3]
3. Section 2 [H2]
4. Conclusion + CTA

**Competitor Content:**
- [URL 1] - [what to do better]
- [URL 2] - [what to include]

**Internal Links:**
- [Related content to link to]

**Word Count:** [target]
**Deadline:** [date]
```

### Content Quality Checklist
- [ ] Addresses search intent completely
- [ ] Better than top 3 ranking articles
- [ ] Original research, data, or insights
- [ ] Proper formatting (H2s, bullets, images)
- [ ] Internal links to related content
- [ ] Clear CTA aligned with goal
- [ ] SEO optimized (title, meta, headers)
- [ ] Proofread and edited

---

## Content Distribution

### Distribution Framework (PESO)
| Type | Description | Examples |
|------|-------------|----------|
| Paid | Paid promotion | Ads, sponsored |
| Earned | Third-party coverage | PR, mentions |
| Shared | Social distribution | Organic social |
| Owned | Your channels | Blog, email |

### Distribution Checklist (Per Content)
```
□ Publish on website
□ Email to subscribers
□ Share on social (all platforms)
□ Post in relevant communities
□ Repurpose for other formats
□ Internal team sharing
□ Outreach for backlinks
□ Paid promotion (if applicable)
```

### Repurposing Matrix
| Original | Repurpose To |
|----------|--------------|
| Blog post | Social posts, email, video script |
| Webinar | Blog post, clips, podcast |
| Podcast | Blog post, audiograms, quotes |
| Guide | Blog series, infographic, webinar |
| Case study | Social posts, sales deck |

---

## Content Optimization

### Content Refresh Framework
| Content Age | Action |
|-------------|--------|
| 0-6 months | Promote, monitor |
| 6-12 months | Update stats, add sections |
| 12-18 months | Major refresh, re-promote |
| 18+ months | Consolidate or retire |

### Optimization Checklist
- [ ] Update outdated information
- [ ] Add new sections based on SERP changes
- [ ] Improve internal linking
- [ ] Add new visuals
- [ ] Update meta description
- [ ] Check and fix broken links
- [ ] Add new CTAs
- [ ] Re-promote on social/email

### Content Audit Template
| URL | Traffic | Conversions | Action |
|-----|---------|-------------|--------|
| /blog/post-1 | 5,000/mo | 50 | Keep, optimize |
| /blog/post-2 | 100/mo | 0 | Consolidate |
| /blog/post-3 | 2,000/mo | 10 | Refresh |
| /blog/post-4 | 50/mo | 0 | Remove |

---

## Content Metrics

### Key Performance Indicators
| Metric | TOFU | MOFU | BOFU |
|--------|------|------|------|
| Traffic | ✓ | ✓ | - |
| Time on page | ✓ | ✓ | - |
| Social shares | ✓ | - | - |
| Backlinks | ✓ | - | - |
| Email signups | - | ✓ | - |
| Content downloads | - | ✓ | ✓ |
| Demo requests | - | ✓ | ✓ |
| Conversions | - | - | ✓ |

### Content Scoring
| Factor | Weight | Score 1-10 |
|--------|--------|------------|
| Traffic | 25% | |
| Engagement | 20% | |
| SEO performance | 20% | |
| Lead generation | 20% | |
| Social shares | 15% | |

### Attribution
- First-touch: Content that introduced prospect
- Last-touch: Content before conversion
- Multi-touch: All content in journey
- Assisted: Content that influenced (not first/last)

---

## Content Team Structure

### Role Responsibilities
| Role | Focus |
|------|-------|
| Content Strategist | Planning, governance, measurement |
| Content Manager | Calendar, workflow, team |
| Writers | Content creation |
| Editor | Quality, consistency, style |
| SEO Specialist | Optimization, research |
| Designer | Visual content |
| Distribution | Promotion, social |

### Workflow Stages
```
Brief → Draft → Edit → Review → Optimize → Publish → Promote
```

### Content SLA
| Content Type | Draft | Edit | Publish |
|--------------|-------|------|---------|
| Blog post | 3-5 days | 2 days | 1 day |
| Guide/Ebook | 2-3 weeks | 1 week | 3 days |
| Case study | 1-2 weeks | 3 days | 2 days |
| Video script | 3-5 days | 2 days | - |
