content-strategy

---
name: content-strategy
description: When the user needs to plan, prioritize, or structure a content program -- including identifying content pillars, mapping content to the buyer journey, choosing content types, or building an editorial calendar.
related: [seo-technical, social-content, email-marketing]
reads: [startup-context]
---

# Content Strategy

## When to Use
- Building a content program from scratch for a startup.
- Deciding what content types to invest in first.
- Identifying content pillars and topic clusters.
- Planning an editorial calendar for the next 30/60/90 days.
- Evaluating whether existing content is working and what gaps exist.
- Choosing between searchable (SEO) and shareable (social) content investments.

## Context Required
- **From startup-context:** product description, ICP, value proposition, competitive positioning, stage, existing traction, team capacity.
- **From the user:** current content assets (if any), distribution channels in use, business goals for content (traffic, leads, brand awareness, thought leadership), team capacity (who writes, how often), target topics or keywords of interest, customer research available (sales calls, surveys, support tickets).

## Workflow
1. **Gather context before planning** -- Assess four dimensions: (a) business context -- what the company does, who it serves, what problems it solves; (b) customer research -- pre-purchase questions, sales objections, support patterns, customer vocabulary; (c) current state -- existing content performance, available resources, production capabilities; (d) competitive landscape -- what competitors publish, market content gaps.
2. **Classify the content need** -- Is the goal searchable content (SEO-driven, captures existing demand) or shareable content (social-native, creates demand)? Most startups need both but should weight based on stage:
   - Pre-PMF: lean toward shareable (faster feedback, builds audience)… load the full skill through Skill Me