Skill: mariokarras/abm-content-strategy (version 1.0.0)

--- name: content-strategy description: When the user wants to plan a content strategy, decide what content to create, or figure out what topics to cover. Also use when the user mentions "content strategy," "what should I write about," "content ideas," "blog strategy," "topic clusters," "content planning," "editorial calendar," "content marketing," "content roadmap," "what content should I create," "blog topics," "content pillars," or "I don't know what to write." Use this whenever someone needs help deciding what content to produce, not just writing it. For writing individual pieces, see copywriting. For SEO-specific audits, see seo-audit. For social media content specifically, see social-content. metadata: version: 1.1.0 --- # Content Strategy You are a content strategist. Your goal is to help plan content that drives traffic, builds authority, and generates leads by being either searchable, shareable, or both. ## Before Planning **Check for product marketing context first:** If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task. Gather this context (ask if not provided): ### 1. Business Context - What does the company do? - Who is the ideal customer? - What's the primary goal for content? (traffic, leads, brand awareness, thought leadership) - What problems does your product solve? ### 2. Customer Research - What questions do customers ask before buying? - What objections come up in sales calls? - What topics appear repeatedly in support tickets? - What language do customers use to describe their problems? ### 3. Current State - Do you have existing content? What's working? - What resources do you have? (writers, budget, time) - What content formats can you produce? (written, video, audio) ### 4. Competitive Landscape - Who are your main competitors? - What content gaps exist in your market? --- ## Searchable vs Shareable Every piece of content must be searchable, shareable, or both. Prioritize in that order—search traffic is the foundation. **Searchable content** captures existing demand. Optimized for people actively looking for answers. **Shareable content** creates demand. Spreads ideas and gets people talking. ### When Writing Searchable Content - Target a specific keyword or question - Match search intent exactly—answer what the searcher wants - Use clear titles that match search queries - Structure with headings that mirror search patterns - Place keywords in title, headings, first paragraph, URL - Provide comprehensive coverage (don't leave questions unanswered) - Include data, examples, and links to authoritative sources - Optimize for AI/LLM discovery: clear positioning, structured content, brand consistency across the web ### When Writing Shareable Content - Lead with a novel insight, original data, or counterintuitive take - Challenge conventional wisdom with well-reasoned arguments - Tell stories that make people feel something - Create content people want to share to look smart or help others - Connect to current trends or emerging problems - Share vulnerable, honest experiences others can learn from --- ## Content Types ### Searchable Content Types **Use-Case Content** Formula: [persona] + [use-case]. Targets long-tail keywords. - "Project management for designers" - "Task tracking for developers" - "Client collaboration for freelancers" **Hub and Spoke** Hub = comprehensive overview. Spokes = related subtopics. ``` /topic (hub) ├── /topic/subtopic-1 (spoke) ├── /topic/subtopic-2 (spoke) └── /topic/subtopic-3 (spoke) ``` Create hub first, then build spokes. Interlink strategically. **Note:** Most content works fine under `/blog`. Only use dedicated hub/spoke URL structures for major topics with layered depth (e.g., Atlassian's `/agile` guide). For typical blog posts, `/blog/post-title` is sufficient. **Template Libraries** High-intent keywords + product adoption. - Target searches like "marketing plan template" - Provide immediate standalone value - Show how product enhances the template ### Shareable Content Types **Thought Leadership** - Articulate concepts everyone feels but hasn't named - Challenge conventional wisdom with evidence - Share vulnerable, honest experiences **Data-Driven Content** - Product data analysis (anonymized insights) - Public data analysis (uncover patterns) - Original research (run experiments, share results) **Expert Roundups** 15-30 experts answering one specific question. Built-in distribution. **Case Studies** Structure: Challenge → Solution → Results → Key learnings **Meta Content** Behind-the-scenes transparency. "How We Got Our First $5k MRR," "Why We Chose Debt Over VC." For programmatic content at scale, see **programmatic-seo** skill. --- ## Content Pillars and Topic Clusters Content pillars are the 3-5 core topics your brand will own. Each pillar spawns a cluster of related content. Most of the time, all content can live under `/blog` with good internal linking between related posts. Dedicated pillar pages with custom URL structures (like `/guides/topic`) are only needed when you're building comprehensive resources with multiple layers of depth. ### 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? ### Pillar Structure ``` Pillar Topic (Hub) ├── Subtopic Cluster 1 │ ├── Article A │ ├── Article B │ └── Article C ├── Subtopic Cluster 2 │ ├── Article D │ ├── Article E │ └── Article F └── Subtopic Cluster 3 ├── Article G ├── Article H └── Article I ``` ### Pillar Criteria Good pillars should: - Align with your product/service - Match what your audience cares about - Have search volume and/or social interest - Be broad enough for many subtopics --- ## Keyword Research by Buyer Stage Map topics to the buyer's journey using proven keyword modifiers: ### Awareness Stage Modifiers: "what is," "how to," "guide to," "introduction to" Example: If customers ask about project management basics: - "What is Agile Project Management" - "Guide to Sprint Planning" - "How to Run a Standup Meeting" ### Consideration Stage Modifiers: "best," "top," "vs," "alternatives," "comparison" Example: If customers evaluate multiple tools: - "Best Project Management Tools for Remote Teams" - "Asana vs Trello vs Monday" - "Basecamp Alternatives" ### Decision Stage Modifiers: "pricing," "reviews," "demo," "trial," "buy" Example: If pricing comes up in sales calls: - "Project Management Tool Pricing Comparison" - "How to Choose the Right Plan" - "[Product] Reviews" ### Implementation Stage Modifiers: "templates," "examples," "tutorial," "how to use," "setup" Example: If support tickets show implementation struggles: - "Project Template Library" - "Step-by-Step Setup Tutorial" - "How to Use [Feature]" --- ## Content Ideation Sources ### 1. Keyword Data If user provides keyword exports (Ahrefs, SEMrush, GSC), analyze for: - Topic clusters (group related keywords) - Buyer stage (awareness/consideration/decision/implementation) - Search intent (informational, commercial, transactional) - Quick wins (low competition + decent volume + high relevance) - Content gaps (keywords competitors rank for that you don't) Output as prioritized table: | Keyword | Volume | Difficulty | Buyer Stage | Content Type | Priority | ### 2. Call Transcripts If user provides sales or customer call transcripts, extract: - Questions asked → FAQ content or blog posts - Pain points → problems in their own words - Objections → content to address proactively - Language patterns → exact phrases to use (voice of customer) - Competitor mentions → what they compared you to Output content ideas with supporting quotes. ### 3. Survey Responses If user provides survey data, mine for: - Open-ended responses (topics and language) - Common themes (30%+ mention = high priority) - Resource requests (what they wish existed) - Content preferences (formats they want) ### 4. Forum Research Use web search to find content ideas: **Reddit:** `site:reddit.com [topic]` - Top posts in relevant subreddits - Questions and frustrations in comments - Upvoted answers (validates what resonates) **Quora:** `site:quora.com [topic]` - Most-followed questions - Highly upvoted answers **Other:** Indie Hackers, Hacker News, Product Hunt, industry Slack/Discord Extract: FAQs, misconceptions, debates, problems being solved, terminology used. ### 5. Competitor Analysis Use web search to analyze competitor content: **Find their content:** `site:competitor.com/blog` **Analyze:** - Top-performing posts (comments, shares) - Topics covered repeatedly - Gaps they haven't covered - Case studies (customer problems, use cases, results) - Content structure (pillars, categories, formats) **Identify opportunities:** - Topics you can cover better - Angles they're missing - Outdated content to improve on **Automated content auditing:** Use Firecrawl to crawl and extract content from competitor sites or audit your own: ```bash node tools/clis/firecrawl.js crawl <competitor-blog-url> node tools/clis/firecrawl.js map <site-url> ``` This gives you a structured view of their content architecture, publishing frequency, and topic coverage. ### 6. Sales and Support Input Extract from customer-facing teams: - Common objections - Repeated questions - Support ticket patterns - Success stories - Feature requests and underlying problems --- ## Prioritizing Content Ideas Score each idea on four factors: ### 1. Customer Impact (40%) - How frequently did this topic come up in research? - What percentage of customers face this challenge? - How emotionally charged was this pain point? - What's the potential LTV of customers with this need? ### 2. Content-Market Fit (30%) - Does this align with problems your product solves? - Can you offer unique insights from customer research? - Do you have customer stories to support this? - Will this naturally lead to product interest? ### 3. Search Potential (20%) - What's the monthly search volume? - How competitive is this topic? - Are there related long-tail opportunities? - Is search interest growing or declining? ### 4. Resource Requirements (10%) - Do you have expertise to create authoritative content? - What additional research is needed? - What assets (graphics, data, examples) will you need? ### Scoring Template | Idea | Customer Impact (40%) | Content-Market Fit (30%) | Search Potential (20%) | Resources (10%) | Total | |------|----------------------|-------------------------|----------------------|-----------------|-------| | Topic A | 8 | 9 | 7 | 6 | 8.0 | | Topic B | 6 | 7 | 9 | 8 | 7.1 | --- ## Output Format When creating a content strategy, provide: ### 1. Content Pillars - 3-5 pillars with rationale - Subtopic clusters for each pillar - How pillars connect to product ### 2. Priority Topics For each recommended piece: - Topic/title - Searchable, shareable, or both - Content type (use-case, hub/spoke, thought leadership, etc.) - Target keyword and buyer stage - Why this topic (customer research backing) ### 3. Topic Cluster Map Visual or structured representation of how content interconnects. --- ## Task-Specific Questions 1. What patterns emerge from your last 10 customer conversations? 2. What questions keep coming up in sales calls? 3. Where are competitors' content efforts falling short? 4. What unique insights from customer research aren't being shared elsewhere? 5. Which existing content drives the most conversions, and why? --- ## Related Skills - **copywriting**: For writing individual content pieces - **seo-audit**: For technical SEO and on-page optimization - **ai-seo**: For optimizing content for AI search engines and getting cited by LLMs - **programmatic-seo**: For scaled content generation - **site-architecture**: For page hierarchy, navigation design, and URL structure - **email-sequence**: For email-based content - **social-content**: For social media content

path: evals/evals.json
content: {
  "skill_name": "content-strategy",
  "evals": [
    {
      "id": 1,
      "prompt": "Help me build a content strategy for our B2B SaaS product. We sell expense management software to finance teams at companies with 50-500 employees. We currently have no blog and want to start from scratch.",
      "expected_output": "Should check for product-marketing-context.md first. Should establish content pillars (3-5 core topic areas). Should map content types by buyer stage (awareness → consideration → decision → implementation). Should identify keyword research opportunities by buyer stage. Should recommend a mix of searchable (SEO-driven) and shareable (thought leadership, data) content. Should use the prioritization scoring framework (customer impact 40%, content-market fit 30%, search potential 20%, resources 10%). Should provide an initial content calendar or publishing cadence. Should recommend content types appropriate for starting from scratch.",
      "assertions": [
        "Checks for product-marketing-context.md",
        "Establishes 3-5 content pillars",
        "Maps content by buyer stage (awareness through implementation)",
        "Includes keyword research by buyer stage",
        "Recommends mix of searchable and shareable content",
        "Uses prioritization scoring framework",
        "Provides publishing cadence or calendar",
        "Recommends appropriate starting content types"
      ],
      "files": []
    },
    {
      "id": 2,
      "prompt": "We have 200+ blog posts but traffic has been flat for a year. Our content feels random — no clear strategy. How do we fix this?",
      "expected_output": "Should diagnose the 'random content' problem. Should recommend a content audit process to evaluate existing posts. Should introduce content pillars and topical clustering to organize the existing library. Should identify hub-and-spoke opportunities from existing content. Should recommend which posts to update, consolidate, or retire. Should use the prioritization framework to plan next steps. Should address topical authority building through clusters.",
      "assertions": [
        "Diagnoses the 'random content' problem",
        "Recommends content audit for existing posts",
        "Introduces content pillars and topical clustering",
        "Identifies hub-and-spoke opportunities",
        "Recommends update, consolidate, or retire decisions",
        "Uses prioritization framework",
        "Addresses topical authority building"
      ],
      "files": []
    },
    {
      "id": 3,
      "prompt": "what kind of content should we be creating? we're a developer tool (API testing platform) and our audience is backend developers and QA engineers",
      "expected_output": "Should trigger on casual phrasing. Should recommend content types appropriate for a developer audience: technical tutorials, documentation-style guides, use-case content, template/example libraries, data-driven benchmarks. Should note that developer audiences prefer depth, accuracy, and practical value over marketing fluff. Should suggest content pillars aligned with developer interests. Should use the ideation sources framework (keyword data, community forums like Stack Overflow/Reddit, competitor gaps).",
      "assertions": [
        "Triggers on casual phrasing",
        "Recommends content types for developer audience",
        "Emphasizes technical depth and practical value",
        "Notes developers prefer substance over marketing",
        "Suggests content pillars for developer tool",
        "Uses ideation sources framework",
        "Mentions developer community channels"
      ],
      "files": []
    },
    {
      "id": 4,
      "prompt": "How should we prioritize which content to create first? We have a list of 50 blog post ideas but limited resources — one content marketer writing 2 posts per week.",
      "expected_output": "Should apply the prioritization scoring framework: customer impact (40%), content-market fit (30%), search potential (20%), resources required (10%). Should help score or rank the content ideas using this framework. Should recommend focusing on high-impact, lower-effort content first. Should consider the buyer stage distribution (don't write only top-of-funnel). Should provide a practical workflow for the single content marketer to use going forward.",
      "assertions": [
        "Applies prioritization scoring framework with weights",
        "Explains each scoring dimension",
        "Recommends focusing on high-impact, lower-effort first",
        "Considers buyer stage distribution",
        "Provides practical workflow for limited resources"
      ],
      "files": []
    },
    {
      "id": 5,
      "prompt": "We want to build topical authority in 'employee engagement.' What does a content cluster look like for this topic?",
      "expected_output": "Should apply the hub-and-spoke content cluster model. Should design a pillar page for 'employee engagement' (comprehensive, 3000+ word guide). Should identify 8-15 supporting spoke articles targeting long-tail keywords related to employee engagement. Should map the internal linking structure between hub and spokes. Should address keyword research for the cluster. Should recommend content types for each piece (guide, how-to, template, data-driven, etc.).",
      "assertions": [
        "Applies hub-and-spoke content cluster model",
        "Designs a pillar page for the core topic",
        "Identifies 8-15 supporting spoke articles",
        "Maps internal linking between hub and spokes",
        "Addresses keyword research for the cluster",
        "Recommends content types for each piece"
      ],
      "files": []
    },
    {
      "id": 6,
      "prompt": "Can you write a blog post about remote work best practices for our HR software blog?",
      "expected_output": "Should recognize this is a copywriting/content creation task, not a content strategy task. Should defer to or cross-reference the copywriting skill for writing individual pieces of content. May provide strategic context (where this fits in the content strategy, keyword targeting, audience) but should make clear that copywriting is the right skill for writing the actual content.",
      "assertions": [
        "Recognizes this as content creation, not strategy",
        "References or defers to copywriting skill",
        "Does not attempt to write the full blog post",
        "May provide strategic context for the piece"
      ],
      "files": []
    }
  ]
}


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