Content Strategy

┌─────────────────────────────────────────────────────────────────────────────┐
│                        Content Strategy Canvas                               │
├─────────────────────────────────────────────────────────────────────────────┤
│                                                                              │
│  BUSINESS GOALS              AUDIENCE                    POSITIONING         │
│  ├── Revenue targets         ├── Primary persona         ├── Unique angle   │
│  ├── Lead generation         ├── Secondary personas      ├── Voice & tone   │
│  ├── Brand awareness         ├── Pain points             ├── Differentiators│
│  └── Customer retention      └── Content preferences     └── Key messages   │
│                                                                              │
├─────────────────────────────────────────────────────────────────────────────┤
│                                                                              │
│  CONTENT PILLARS             DISTRIBUTION               SUCCESS METRICS      │
│  ├── Topic cluster 1         ├── Owned channels         ├── Traffic KPIs    │
│  ├── Topic cluster 2         ├── Earned channels        ├── Engagement KPIs │
│  ├── Topic cluster 3         ├── Paid channels          ├── Conversion KPIs │
│  └── Topic cluster 4         └── Timing/cadence         └── Revenue KPIs    │
│                                                                              │
└─────────────────────────────────────────────────────────────────────────────┘

interface ContentGoalMapping {
  businessGoal: string;
  contentObjective: string;
  contentTypes: string[];
  metrics: string[];
  timeline: string;
}

const goalMappings: ContentGoalMapping[] = [
  {
    businessGoal: 'Generate 500 MQLs per month',
    contentObjective: 'Create bottom-funnel content that converts',
    contentTypes: ['case studies', 'comparison guides', 'ROI calculators'],
    metrics: ['form submissions', 'demo requests', 'content-assisted conversions'],
    timeline: 'Q1 2026'
  },
  {
    businessGoal: 'Establish thought leadership',
    contentObjective: 'Publish original research and insights',
    contentTypes: ['industry reports', 'trend analysis', 'expert interviews'],
    metrics: ['backlinks earned', 'media mentions', 'speaker invitations'],
    timeline: 'Ongoing'
  },
  {
    businessGoal: 'Reduce customer churn by 20%',
    contentObjective: 'Create educational content for existing customers',
    contentTypes: ['tutorials', 'best practices', 'advanced guides'],
    metrics: ['feature adoption', 'support ticket reduction', 'NPS scores'],
    timeline: 'Q2 2026'
  }
];

┌──────────────────────────┐
                          │     PILLAR PAGE          │
                          │  "Marketing Attribution  │
                          │   Complete Guide"        │
                          └───────────┬──────────────┘
                                      │
        ┌─────────────────────────────┼─────────────────────────────┐
        │                             │                             │
        ▼                             ▼                             ▼
┌───────────────┐           ┌───────────────┐           ┌───────────────┐
│  First-Touch  │           │  Multi-Touch  │           │  Data-Driven  │
│  Attribution  │◄─────────►│  Attribution  │◄─────────►│  Attribution  │
└───────┬───────┘           └───────┬───────┘           └───────┬───────┘
        │                           │                           │
   ┌────┴────┐                 ┌────┴────┐                 ┌────┴────┐
   │ How-to  │                 │ Models  │                 │ ML &    │
   │ Guide   │                 │ Compared│                 │ AI      │
   └─────────┘                 └─────────┘                 └─────────┘

interface ContentPillar {
  name: string;
  description: string;
  pillarPage: {
    title: string;
    targetKeyword: string;
    wordCount: number;
  };
  clusterTopics: {
    topic: string;
    targetKeyword: string;
    searchIntent: 'informational' | 'commercial' | 'transactional';
    priority: 'high' | 'medium' | 'low';
  }[];
  targetAudience: string[];
  businessValue: string;
}

const attributionPillar: ContentPillar = {
  name: 'Marketing Attribution',
  description: 'Comprehensive coverage of attribution models and implementation',
  pillarPage: {
    title: 'The Complete Guide to Marketing Attribution',
    targetKeyword: 'marketing attribution',
    wordCount: 5000
  },
  clusterTopics: [
    {
      topic: 'First-Touch Attribution Explained',
      targetKeyword: 'first touch attribution',
      searchIntent: 'informational',
      priority: 'high'
    },
    {
      topic: 'Multi-Touch Attribution Models Compared',
      targetKeyword: 'multi touch attribution models',
      searchIntent: 'commercial',
      priority: 'high'
    },
    {
      topic: 'How to Set Up Attribution Tracking',
      targetKeyword: 'attribution tracking setup',
      searchIntent: 'informational',
      priority: 'medium'
    }
  ],
  targetAudience: ['Marketing Managers', 'Growth Marketers', 'CMOs'],
  businessValue: 'Positions product as attribution solution, drives demo requests'
};

interface EditorialCalendarEntry {
  publishDate: string;
  title: string;
  contentType: 'blog' | 'video' | 'podcast' | 'ebook' | 'webinar';
  pillar: string;
  funnelStage: 'awareness' | 'consideration' | 'decision';
  author: string;
  status: 'idea' | 'brief' | 'writing' | 'review' | 'scheduled' | 'published';
  targetKeyword: string;
  distribution: string[];
  notes: string;
}

const editorialCalendar: EditorialCalendarEntry[] = [
  {
    publishDate: '2026-01-15',
    title: '2026 Marketing Attribution Benchmarks Report',
    contentType: 'ebook',
    pillar: 'Attribution',
    funnelStage: 'awareness',
    author: 'Sarah Johnson',
    status: 'writing',
    targetKeyword: 'marketing attribution benchmarks 2026',
    distribution: ['email', 'linkedin', 'paid_social'],
    notes: 'Include original survey data from 500 marketers'
  },
  {
    publishDate: '2026-01-22',
    title: 'How Acme Corp Increased ROAS by 340%',
    contentType: 'blog',
    pillar: 'Attribution',
    funnelStage: 'decision',
    author: 'Mike Chen',
    status: 'brief',
    targetKeyword: 'attribution case study',
    distribution: ['email', 'linkedin', 'retargeting'],
    notes: 'Get customer approval, include specific metrics'
  }
];

interface ContentAuditEntry {
  url: string;
  title: string;
  publishDate: string;
  lastUpdated: string;
  wordCount: number;

  // Performance metrics
  organicTraffic: number;
  backlinks: number;
  avgTimeOnPage: number;
  bounceRate: number;
  conversions: number;

  // Quality assessment
  accuracy: 'current' | 'outdated' | 'incorrect';
  comprehensiveness: 'complete' | 'partial' | 'thin';
  optimization: 'optimized' | 'needs_work' | 'not_optimized';

  // Recommendation
  action: 'keep' | 'update' | 'consolidate' | 'redirect' | 'delete';
  priority: 'high' | 'medium' | 'low';
  notes: string;
}

function auditContent(entries: ContentAuditEntry[]): AuditSummary {
  return {
    totalPieces: entries.length,
    byAction: {
      keep: entries.filter(e => e.action === 'keep').length,
      update: entries.filter(e => e.action === 'update').length,
      consolidate: entries.filter(e => e.action === 'consolidate').length,
      redirect: entries.filter(e => e.action === 'redirect').length,
      delete: entries.filter(e => e.action === 'delete').length
    },
    topPerformers: entries.sort((a, b) => b.organicTraffic - a.organicTraffic).slice(0, 10),
    updatePriorities: entries.filter(e => e.action === 'update' && e.priority === 'high')
  };
}

interface BrandVoice {
  personality: string[];
  tone: {
    formal_informal: number; // 1-10 scale
    serious_playful: number;
    technical_accessible: number;
  };
  vocabulary: {
    preferred: string[];
    avoid: string[];
  };
  examples: {
    bad: string;
    good: string;
    context: string;
  }[];
}

const brandVoice: BrandVoice = {
  personality: ['Expert', 'Approachable', 'Practical', 'Data-driven'],
  tone: {
    formal_informal: 4, // Slightly informal
    serious_playful: 6, // Professional but not dry
    technical_accessible: 5  // Balance for mixed audience
  },
  vocabulary: {
    preferred: [
      'insights' over 'data',
      'optimize' over 'improve',
      'strategy' over 'plan',
      'customers' over 'users'
    ],
    avoid: [
      'synergy', 'leverage', 'paradigm', 'circle back',
      'low-hanging fruit', 'move the needle'
    ]
  },
  examples: [
    {
      bad: 'Leverage our best-in-class solution to optimize your ROI.',
      good: 'See which marketing channels actually drive revenue.',
      context: 'Product description'
    }
  ]
};

interface CompetitorContentAnalysis {
  competitor: string;
  topContent: {
    url: string;
    topic: string;
    estimatedTraffic: number;
    backlinks: number;
    wordCount: number;
  }[];
  contentGaps: {
    topic: string;
    ourCoverage: 'none' | 'weak' | 'strong';
    competitorCoverage: 'none' | 'weak' | 'strong';
    opportunity: 'high' | 'medium' | 'low';
  }[];
  differentiators: string[];
}

// Identify content opportunities
function findContentGaps(
  ourContent: ContentAuditEntry[],
  competitorContent: CompetitorContentAnalysis[]
): ContentOpportunity[] {
  const opportunities: ContentOpportunity[] = [];

  for (const competitor of competitorContent) {
    for (const gap of competitor.contentGaps) {
      if (gap.ourCoverage === 'none' && gap.competitorCoverage === 'strong') {
        opportunities.push({
          topic: gap.topic,
          opportunity: gap.opportunity,
          competitorExample: competitor.competitor,
          recommendedAction: 'Create comprehensive content'
        });
      }
    }
  }

  return opportunities.sort((a, b) =>
    a.opportunity === 'high' ? -1 : b.opportunity === 'high' ? 1 : 0
  );
}

Content Team Structure:
├── Content Director
│   └── Sets strategy, manages budget, reports to leadership
│
├── Managing Editor
│   └── Editorial calendar, quality control, workflow
│
├── Content Writers (2-4)
│   └── Create blog posts, guides, case studies
│
├── SEO Specialist
│   └── Keyword research, optimization, technical SEO
│
├── Designer/Video Editor
│   └── Graphics, videos, interactive content
│
└── Distribution Specialist
    └── Social, email, paid promotion

Days 1-30: Foundation
├── Complete content audit
├── Define target personas
├── Establish content pillars (3-5)
├── Set up editorial calendar
├── Create style guide
└── Configure analytics tracking

Days 31-60: Production
├── Create pillar page outlines
├── Develop content briefs template
├── Hire/assign content resources
├── Build content workflow
├── Set up distribution channels
└── Publish first cluster content

Days 61-90: Optimization
├── Analyze initial performance
├── Refine content templates
├── Optimize distribution timing
├── Build internal linking
├── Document processes
└── Plan next quarter