Content Strategy

Plan and organize content that serves specific user personas at each stage of their journey. Content strategy bridges the gap between knowing who your users are (personas) and delivering the right message at the right time.

Purpose

Every piece of content should answer three questions:

1. Who is this for? — Which persona are we addressing?
2. Where are they? — What stage of their journey are they in?
3. What do they need? — What information moves them forward?

Content without persona alignment is noise. Strategy turns noise into signal.

Installation

OpenClaw / Moltbot / Clawbot

npx clawhub@latest install content-strategy

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Content Mapping

Map each journey stage to content goals and types. This is the backbone of your strategy.

Stage	Goal	User Mindset	Content Types
Awareness	Attract	"I have a problem"	Blog posts, social media, infographics, short videos, podcasts
Consideration	Educate	"I'm evaluating solutions"	Whitepapers, case studies, webinars, comparison guides, deep-dive articles
Decision	Convert	"I'm ready to choose"	Product demos, free trials, testimonials, pricing pages, ROI calculators
Retention	Delight	"I need to get more value"	Tutorials, newsletters, community forums, release notes, tips & tricks
Advocacy	Amplify	"I want to share this"	User stories, referral programs, speaking opportunities, co-branded content

How to Use This Map

1. Identify which personas you are targeting
2. Determine which stage they are currently in
3. Select content types from that stage's row
4. Create content that addresses their specific mindset
5. Include a clear path to the next stage

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Content Audit Template

Before creating new content, audit what you already have.

URL	Title	Type	Target Persona	Journey Stage	Monthly Traffic	Quality Score (1-5)	Action Needed
/blog/intro	Getting Started	Blog	New Developer	Awareness	2,400	4	Update examples
/docs/api	API Reference	Docs	Senior Dev	Retention	8,100	3	Restructure
/pricing	Plans	Page	Decision Maker	Decision	1,200	2	Rewrite with social proof

Action categories: Keep, Update, Consolidate, Rewrite, Archive, Delete

After auditing, you'll see gaps — stages or personas with no content. Prioritize filling those gaps.

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Editorial Calendar Template

Plan content on a rolling 4-week cycle with persona alignment.

Weekly View

Day	Content Piece	Persona	Stage	Channel	Status
Mon	Blog: "5 Signs You Need X"	Startup Founder	Awareness	Blog, LinkedIn	Draft
Tue	Social: Key stat from whitepaper	Tech Lead	Consideration	Twitter, LinkedIn	Scheduled
Wed	Tutorial: Advanced config	Power User	Retention	Docs, YouTube	In Review
Thu	Case study: Company Y	Decision Maker	Decision	Blog, Email	Published
Fri	Newsletter digest	All	Retention	Email	Template

Monthly Planning Checklist

• Review previous month's content performance
• Identify top-performing content and why it worked
• Check persona coverage — did every persona get at least one piece?
• Check stage coverage — are any journey stages neglected?
• Align with product roadmap — upcoming launches, features, events
• Set 3-5 content goals with measurable targets
• Assign owners and deadlines for each piece
• Schedule distribution across channels

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Content Types Guide

Content Type	Effort	Impact	Best Stage	Shelf Life
Blog post (short)	Low	Medium	Awareness	6-12 months
Blog post (long-form)	Medium	High	Awareness/Consideration	12-24 months
Social media post	Low	Low	Awareness	1-3 days
Whitepaper	High	High	Consideration	12-24 months
Case study	Medium	High	Decision	12+ months
Webinar	High	High	Consideration	6 months (live)
Comparison guide	Medium	High	Consideration	6 months
Tutorial	Medium	High	Retention	Until product changes
Newsletter	Low	Medium	Retention	1 week
User story	Medium	High	Advocacy	12+ months
Documentation	High	High	Retention	Ongoing
Interactive tool	High	High	Decision	Until product changes

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SEO Integration

Align keyword strategy with personas and search intent.

Keyword Cluster	Search Intent	Persona	Journey Stage	Content Format
"what is [concept]"	Informational	Beginner	Awareness	Blog, glossary
"how to [task]"	Informational	Practitioner	Awareness/Retention	Tutorial, guide
"[product] vs [competitor]"	Commercial	Evaluator	Consideration	Comparison guide
"[product] pricing"	Transactional	Decision Maker	Decision	Pricing page
"[product] tutorial"	Informational	Current User	Retention	Tutorial, docs

Search Intent Alignment

• Informational → Awareness and Retention content. Educate, don't sell.
• Navigational → Retention content. Make it easy to find what they need.
• Commercial → Consideration content. Compare honestly, show proof.
• Transactional → Decision content. Remove friction, provide clarity.

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Content Quality Checklist

Run every piece of content through this before publishing.

Accuracy & Value

• Claims are factual and supported by data or sources
• Information is current and not outdated
• Content provides actionable takeaways
• Examples are realistic and relevant to the target persona

Persona Alignment

• Target persona is identified and content speaks to their needs
• Tone matches what this persona expects
• Pain points or goals addressed are real for this persona
• Content meets the user where they are in their journey

Call to Action

• One clear primary CTA aligned with the journey stage
• CTA is a natural next step, not a jarring sales pitch
• Awareness → "Learn more" / Consideration → "See demo" / Decision → "Start free trial"

SEO

• Primary keyword in title, first paragraph, and one header
• Meta description written and compelling (under 160 characters)
• Internal links connect to related content at adjacent journey stages

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Content Repurposing

Maximize every piece of content by repurposing across formats and channels.

Long-form blog post (source)
├── 3-5 social media posts (pull key stats, quotes, tips)
├── Newsletter section (summarize with link)
├── Infographic (visualize data or framework)
├── Short video / reel (explain one key point)
├── Slide deck (for webinar or presentation)
└── Documentation snippet (if technical)

Repurposing Rules

1. Start with your highest-effort content — repurpose down, not up
2. Adapt, don't copy-paste — each format has its own conventions
3. Link back to the source — drive traffic to the comprehensive piece
4. Spread over time — don't publish all repurposed pieces on the same day
5. Track which repurposed formats perform best — double down on those

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Measurement

Content Type	Primary KPI	Target Benchmark
Blog post	Organic pageviews	500+ views/month
Whitepaper	Downloads (leads)	5%+ conversion
Case study	Page views → demo requests	3%+ to demo
Webinar	Registrations	40%+ attendance
Tutorial	Completion rate	70%+ completion
Newsletter	Open rate	25%+ open rate
Social media	Engagement rate	2%+ engagement
Pricing page	Conversion rate	3%+ conversion

Review metrics monthly. Content that underperforms for 3+ months should be audited and either improved or archived.

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NEVER Do

1. Never create content without a target persona — "everyone" is not a persona
2. Never publish without a clear CTA — every piece moves the reader somewhere
3. Never ignore analytics — gut feelings are not a content strategy
4. Never sacrifice quality for volume — one great piece beats five mediocre ones
5. Never write for search engines first — write for humans, optimize for search
6. Never let content rot — schedule quarterly audits, archive what's stale
7. Never skip the editorial calendar — ad hoc publishing leads to gaps and inconsistency

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Related Skills

• copywriting: For writing the actual copy within content pieces
• social-content: For platform-specific social media content
• marketing-psychology: For understanding what drives content engagement
• page-cro: For optimizing conversion on content-driven pages