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Content Strategy Framework: Searchable + Shareable

Complete content strategy framework covering business context gathering, searchable vs shareable content, local SEO requirements, content pillars, topic cluster prioritization scoring, and PAA research integration.

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Agent trigger phrases: content strategy · content plan · what should i write about · content calendar · topic clusters · content pillars · local content strategy

Content Strategy Framework

Every piece of content must be searchable, shareable, or both. Search traffic is the foundation.

Context to Gather First

Business Context

  • What does the company do?
  • Who is the ideal customer?
  • Primary goal: traffic, leads, brand awareness, thought leadership
  • Where is the business located? What cities/regions do they serve?

Customer Research

  • What questions do customers ask before buying?
  • What objections come up in sales calls?
  • What topics appear repeatedly in support tickets?
  • What language do customers use to describe their problems?

Current State

  • Existing content? What's working?
  • Resources: writers, budget, time
  • Content formats: written, video, audio

Searchable vs Shareable

Searchable Content (captures existing demand)

  • Target a specific keyword or question
  • Match search intent exactly
  • Clear titles that match search queries
  • Structure with headings that mirror search patterns
  • Keywords in title, headings, first paragraph, URL
  • Comprehensive coverage (don't leave questions unanswered)
  • For local businesses: include city/region in title tags, H1s, and naturally throughout

Shareable Content (creates demand)

  • Lead with novel insight, original data, or counterintuitive take
  • Challenge conventional wisdom with well-reasoned arguments
  • Tell stories that make people feel something
  • Connect to current trends or emerging problems
  • For local businesses: tie to local pride, community events, regional identity

Local SEO Content — Mandatory Elements

For any business serving a geographic area, EVERY section must reflect the geography.

  1. Identify service area — city, metro, neighborhoods, surrounding towns
  2. Localize topic recommendations — Not "Spring lawn care tips" but "Spring lawn care tips for Dallas clay soil"
  3. Include geo-targeted keywords:
    • [service] + [city]
    • [service] + [neighborhood/suburb]
    • [service] + near me intent targets
    • Region-specific modifiers (climate, regulations, seasonal patterns)
  4. Local content types:
    • City/neighborhood service pages
    • Local case studies and project showcases
    • Seasonal guides tied to local climate
    • Local regulation and permit guides
    • "Best of" and comparison content for the local market
    • Community involvement and local event content
  5. GMB post topics aligned with the content calendar

Topic Cluster Prioritization Scoring

When a topical map exists, score uncovered topics (0-100):

| Factor | Weight | Scoring | |--------|--------|---------| | Search volume | 30% | Normalize within the map; highest = 100 | | Keyword difficulty (inverse) | 20% | KD 0-20 = 100pts; KD 61-80 = 40pts | | Strategic priority | 25% | High = 100; Medium = 60; Low = 30 | | Seasonality | 15% | Upcoming season (within 2mo) = 100; Evergreen = 70 | | Cluster gap | 10% | No posts in cluster = 100; Well-covered = 20 |

Cluster gap boost: If an entire topic cluster has zero coverage, it gets a 20-point boost. Filling a cluster gap builds topical authority faster than adding a 5th post to an already-covered cluster.

PAA Research Integration

  1. PAA harvesting — For each target keyword, collect all PAA questions from SERP
  2. Frequency analysis — Questions appearing across multiple related queries signal high-value opportunities. Prioritize questions that surface for 3+ keyword variants
  3. Question clustering — Don't write separate posts for related PAAs:
    • Main PAA becomes H1 (exact match)
    • Supporting PAAs become H2s or FAQ entries
    • One post targeting 4-5 clustered PAAs outranks 5 thin posts
  4. Answer optimization — Write 40-60 word direct answer in first 200 words (featured snippet block), then expand below
  5. PAA scoring matrix — Priority: search volume (30%), KD inverse (25%), commercial intent (25%), local relevance (20%)

Content Types by Buyer Stage

| Stage | Content Type | Goal | |-------|-------------|------| | Awareness | Blog posts, guides, social content | Get found, build trust | | Consideration | Comparisons, case studies, FAQs | Address objections | | Decision | Landing pages, testimonials, demos | Convert | | Retention | Email sequences, how-to content | Upsell/retain |

#content-sop #content-strategy #planning #local-seo

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