copy-content-strategylisted

# Content Strategy — What to Make and Why A strategy is not a list of topics; it is **the decision of what not to make**. The question that precedes the calendar: whose behavior does this content change, and to what? ## Pillar Selection - Stay inside 3–5. A pillar is a topic area you can return to repeatedly and that connects to search and to purchase. - Each pillar needs **one evidence asset** (data, a case study, an in-house tool). A pillar without evidence dies of recycling by month six. - Name pillars in the customer's problem language (mined from reviews and forums). No internal jargon. ## The 80-10-10 Mix 80% proven formats/topics reshaped, 15% expansion experiments, 5% wildcards. Experiments vary one variable at a time. ## Channel × Format Matrix Separate the goal per channel: Search (docs, tools) / Trust (case studies) / Reach (short-form, cross-posts) / Owned (newsletter). Reshaping one draft per channel (reformatting) is the basic unit of production — redistribution has higher ROI than new concepts. ## 90-Day Operation - Focus on one pillar per 4-week block. Going wide at once means no learning per channel. - Judge output by **consumption→action conversion** (subscribes, saves, clicks) first; reach is only reference. - Re-plan at quarter end: the bottom 20% of pillars get merged or cut. ## Output 3–5 pillars (each: topic cluster, evidence asset, customer problem language) + a 90-day calendar (channel, format, draft count per week) + a cut-candidate list.