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
- Inventory: Export all content URLs and metadata
- Metrics: Pull analytics for each piece (traffic, engagement, conversion)
- Quality Score: Rate 1-5 on accuracy, relevance, depth, UX
- 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 |
- 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
## [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
## 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
# [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 enablementContent 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
## 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
## Monthly Content Scorecard
### Traffic
| Metric | Last Month | This Month | Change |
|--------|-----------|-----------|--------|
| Total visits | [X] | [Y] | [+