Content Strategy

Overview

A content strategy is a set of decisions: who the content is for, which of their needs it will meet, what will not be covered, what gets published first, and how the team will know it worked. The deliverable is one file, docs/content-strategy.md, short enough that the people writing the content will read it. Its sections follow the steps below: outcome and audience, needs with their evidence, a decision for each existing URL, the topic map, the scored backlog, the calendar, the measurement plan, and what will not be covered.

Two things separate a usable plan from a list of ideas. Every topic traces back to counted evidence that real people need it. And the calendar fits the hours the team actually has. This skill enforces both.

Instructions

1. Gather the inputs

Ask for what is missing; read the rest from the project (content folder, sitemap, analytics notes, any positioning document).

• The business outcome content is meant to move, as one number: trial signups, demo requests, orders, qualified leads. "Traffic" and "awareness" are not outcomes.
• The buyer and the user, when they differ, and what they are doing instead of using the product today.
• Capacity: who writes, who reviews for accuracy, hours per week, and which formats are realistic (articles, templates, video, data).
• Raw material nobody else has: usage data, customer stories, staff expertise, internal tools, photographs, test results.
• Existing content: how many URLs, and whether Search Console is connected.