Content Strategy

This skill enables an AI agent to build a comprehensive content strategy from the ground up or audit and improve an existing one. The agent defines content pillars aligned to business objectives, maps content types to funnel stages (TOFU/MOFU/BOFU), creates editorial calendars, and establishes a measurement framework. The output is a repeatable system for producing, distributing, and optimizing content that drives traffic, engagement, and conversions.

Workflow

1. Audit existing content and define goals. Inventory all current content assets — blog posts, landing pages, case studies, videos, whitepapers — with their publication dates, traffic, and conversion metrics. Identify top performers, underperformers, and content gaps. Align the strategy to 2–3 measurable goals such as "increase organic traffic 40% in 6 months" or "generate 200 MQLs per month from content."

2. Research the target audience and build personas. Define 2–4 buyer personas with demographics, job roles, pain points, content consumption habits, and preferred channels. Map each persona to their buyer journey stages: awareness (problem recognition), consideration (evaluating solutions), and decision (selecting a vendor). This determines what content types each persona needs at each stage.

3. Establish content pillars and topic clusters. Define 3–5 content pillars — broad themes that align with the product's value proposition and audience needs. Under each pillar, plan a cluster of 8–15 supporting pieces that link back to a comprehensive pillar page. This structure builds topical authority for SEO and creates a logical content architecture.

4. Build the editorial calendar. Plan content production on a rolling 3-month horizon. For each piece, specify the topic, target keyword, content format (blog, video, infographic, podcast), funnel stage, assigned persona, distribution channels, author, and publish date. Balance content across pillars and funnel stages — roughly 60% TOFU, 30% MOFU, and 10% BOFU.

5. Define distribution and repurposing workflows. For each content piece, plan the distribution path: organic social posts, email newsletter inclusion, syndication partners, and paid promotion budget. Design repurposing chains — for example, a long-form blog post becomes a LinkedIn carousel, a Twitter/X thread, an email snippet, and a short video. This multiplies reach without multiplying production effort.

6. Set up measurement and iteration cadence. Define KPIs for each funnel stage: TOFU (traffic, impressions, social shares), MOFU (email signups, content downloads, time on page), BOFU (demo requests, free trial starts, SQLs). Review content performance biweekly, retire or update underperforming content quarterly, and refresh the editorial calendar monthly.

Usage