Industrialise content

Pillar plus spokes, mapped to funnel stage. This is the brief for everything you commission.

The share of your mapped queries you appear on at all — fixed once and weighted by intent, because a coverage number moves as easily by redrawing the denominator as by doing the work. A direction of travel, never a score.

One audited library ran 2,200 awareness posts to 21 near the purchase. Publish nearest revenue first: comparisons, alternatives, categories, use cases.

Two a week forever beats ten in January and nothing until June.

Cheaper than your time and better than your seventh draft. Domain knowledge is non-negotiable.

Keyword, angle, outline, sources required, internal links, and what a rejection looks like.

Updating a ranked page beats publishing a new one, almost every time. Save the live copy and its 90-day numbers, then read what outranks it and fix the gap — decay is usually the intent moving, not the writing ageing. Without the baseline a refresh can be neither reverted nor proved.

Someone searching “best X for Y” on YouTube is as far down the funnel as the one searching Google, and almost nobody in B2B is answering them there.

Pins are indexed and keep surfacing for months, so the asset compounds instead of scrolling away. Cheap to test: the guide already exists.

A feed post has no query behind it. What carries it is the shape — and shapes transfer between categories far better than topics do.

Keyword Gap in Semrush or Content Gap in Ahrefs, cut to where they sit in the top twenty and you are absent, difficulty under 40, a buying word in the query. Each survivor is a page to fix or a page to write — mark which, per row.

Competitors ship; your comparison and alternative pages describe last year’s version. That is the page a buyer catches you on and an AI answer marks inaccurate. Their pricing and feature pages are the source — show the old line beside the new one.

A page published today has nothing pointing at it. Search the back catalogue for the sentence that was already about this, and link from there — new pages cannot earn links from pages written before they existed unless someone goes back.

Compare the last three months with the three before, by page. Rule out your own recent edit first. Then: fewer impressions at the same position means the search shrank, so leave it; a lower position means someone passed you, so read page one; the same position and impressions with fewer clicks means the results page changed around you, such as an answer box above the links. Only the second cause is a reason to rewrite.