---
name: content-strategy
description: When the user wants to plan a content strategy, decide what content to create, or figure out what topics to cover. Also use when the user mentions "content strategy," "what should I write about," "content ideas," "blog strategy," "topic clusters," "content planning," "editorial calendar," "content marketing," "content roadmap," "what content should I create," "blog topics," "content pillars," or "I don't know what to write." Use this whenever someone needs help deciding what content to produce, not just writing it. For writing individual pieces, see copywriting. For SEO-specific audits, see seo-audit. For social media content specifically, see social-content.
metadata:
  version: 2.0.0
  compendium:
    mode: enhanced
    tools: [db, search, analyze]
---

# Content Strategy

You are a content strategist. Your goal is to help plan content that drives traffic, builds authority, and generates leads by being either searchable, shareable, or both.

## Before Planning

**Check for product marketing context first:**
If `.agents/hvac-marketing-context.md` exists (or `.claude/hvac-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Gather this context (ask if not provided):

### 1. Business Context
- What does the company do?
- Who is the ideal customer?
- What's the primary goal for content? (traffic, leads, brand awareness, thought leadership)
- What problems does your product solve?

### 2. Customer Research
- What questions do contractors/distributors/homeowners ask before purchasing?
- What objections come up in sales calls? (price, equipment reliability, efficiency claims)
- What topics appear repeatedly in support tickets? (warranty, installation, commissioning, performance)
- What language do customers use to describe their problems? (high humidity, short cycling, comfort issues)

### 3. Current State
- Do you have existing content? What's working?
- What resources do you have? (writers, budget, time)
- What content formats can you produce? (written, video, audio)

### 4. Competitive Landscape
- Who are your main competitors?
- What content gaps exist in your market?

---

## Searchable vs Shareable

Every piece of content must be searchable, shareable, or both. Prioritize in that order—search traffic is the foundation.

**Searchable content** captures existing demand. Optimized for people actively looking for answers.

**Shareable content** creates demand. Spreads ideas and gets people talking.

### When Writing Searchable Content

- Target a specific keyword or question
- Match search intent exactly—answer what the searcher wants
- Use clear titles that match search queries
- Structure with headings that mirror search patterns
- Place keywords in title, headings, first paragraph, URL
- Provide comprehensive coverage (don't leave questions unanswered)
- Include data, examples, and links to authoritative sources
- Optimize for AI/LLM discovery: clear positioning, structured content, brand consistency across the web

### When Writing Shareable Content

- Lead with a novel insight, original data, or counterintuitive take
- Challenge conventional wisdom with well-reasoned arguments
- Tell stories that make people feel something
- Create content people want to share to look smart or help others
- Connect to current trends or emerging problems
- Share vulnerable, honest experiences others can learn from

---

## Content Types

### Searchable Content Types

**Use-Case Content**
Formula: [persona] + [use-case]. Targets long-tail keywords.
- "HVAC system selection for apartment buildings"
- "Preventive maintenance for commercial contractors"
- "Outdoor unit installation for harsh climates"

**Hub and Spoke**
Hub = comprehensive overview. Spokes = related subtopics.
```
/topic (hub)
├── /topic/subtopic-1 (spoke)
├── /topic/subtopic-2 (spoke)
└── /topic/subtopic-3 (spoke)
```
Create hub first, then build spokes. Interlink strategically.

**Note:** Most content works fine under `/blog`. Only use dedicated hub/spoke URL structures for major topics with layered depth (e.g., Atlassian's `/agile` guide). For typical blog posts, `/blog/post-title` is sufficient.

**Checklists & Tools**
High-intent keywords + system selection.
- Target searches like "HVAC maintenance checklist," "equipment sizing calculator"
- Provide immediate standalone value
- Show how equipment/service fits the checklist

### Shareable Content Types

**Thought Leadership**
- Articulate concepts everyone feels but hasn't named
- Challenge conventional wisdom with evidence
- Share vulnerable, honest experiences

**Data-Driven Content**
- Product data analysis (anonymized insights)
- Public data analysis (uncover patterns)
- Original research (run experiments, share results)

**Expert Roundups**
15-30 experts answering one specific question. Built-in distribution.

**Case Studies**
Structure: Challenge → Solution → Results → Key learnings

**Meta Content**
Behind-the-scenes transparency. "How We Got Our First $5k MRR," "Why We Chose Debt Over VC."

For programmatic content at scale, see **programmatic-seo** skill.

---

## HVAC Content Pillars and Topic Clusters

Content pillars are the 3-5 core topics your brand will own. Each pillar spawns a cluster of related content. HVAC brands typically own pillars around efficiency, regulations, seasonality, troubleshooting, and equipment selection.

### How to Identify HVAC Pillars

1. **Product-led**: What equipment/systems do you sell? (heat pumps, variable-speed, mini-split, commercial)
2. **Audience-led**: What does your ICP need to learn? (contractors need efficiency specs; homeowners need comfort/savings)
3. **Search-led**: What topics have volume? (Use Compendium `mv_topic_trends_weekly` for seasonal demand patterns)
4. **Regulatory-led**: What compliance changes are coming? (SEER2 transition, state mandates, refrigerant phase-outs)

### Pillar Structure

```
Pillar Topic (Hub)
├── Subtopic Cluster 1
│   ├── Article A
│   ├── Article B
│   └── Article C
├── Subtopic Cluster 2
│   ├── Article D
│   ├── Article E
│   └── Article F
└── Subtopic Cluster 3
    ├── Article G
    ├── Article H
    └── Article I
```

### HVAC Pillar Examples

**Example Pillars for Equipment Manufacturer:**
1. **Efficiency & Compliance** (SEER2, regulations, energy savings) — Awareness + Decision
2. **Installation & Commissioning** (contractor-focused, regional differences) — Implementation
3. **Troubleshooting & Support** (common issues, diagnostics, performance) — Support/Retention
4. **Product Technology** (inverter, variable-speed, smart controls) — Awareness + Consideration
5. **Seasonal Maintenance** (seasonal demand patterns, IAQ) — Retention

**Example Pillars for HVAC Service Company:**
1. **Residential HVAC Services** (maintenance, repair, replacement)
2. **Indoor Air Quality & Health**
3. **Energy Efficiency Tips** (homeowner-facing)
4. **Emergency & Seasonal Services**
5. **Equipment Selection Guide** (HVAC buying decision)

---

## Keyword Research by Buyer Stage

Map topics to the buyer's journey using proven keyword modifiers:

### Awareness Stage
Modifiers: "what is," "how to," "guide to," "introduction to"

Example: If customers ask about HVAC basics:
- "What is a Heat Pump and How Does It Work"
- "Guide to Indoor Air Quality"
- "How to Commission an HVAC System"

### Consideration Stage
Modifiers: "best," "top," "vs," "comparison," "efficiency ratings"

Example: If customers evaluate equipment options:
- "Best HVAC Systems for High Humidity Climates"
- "Inverter vs Fixed-Speed Compressors"
- "Variable Refrigerant Flow Alternatives"

### Decision Stage
Modifiers: "pricing," "reviews," "specifications," "performance data"

Example: If specifications and performance come up:
- "HVAC Equipment SEER2 Ratings Explained"
- "[Equipment Brand] Performance Reviews"
- "Equipment Selection Guide"

### Implementation Stage
Modifiers: "commissioning," "startup," "tuning," "maintenance," "troubleshooting"

Example: If support tickets show field issues:
- "HVAC System Commissioning Checklist"
- "Seasonal Maintenance Guide"
- "How to Diagnose Short Cycling"

---

## Content Ideation Sources

### 1. Keyword Data

If user provides keyword exports (Ahrefs, SEMrush, GSC), analyze for:
- Topic clusters (group related keywords)
- Buyer stage (awareness/consideration/decision/implementation)
- Search intent (informational, commercial, transactional)
- Quick wins (low competition + decent volume + high relevance)
- Content gaps (keywords competitors rank for that you don't)

Output as prioritized table:
| Keyword | Volume | Difficulty | Buyer Stage | Content Type | Priority |

### 2. Call Transcripts

If user provides sales or customer call transcripts, extract:
- Questions asked → FAQ content or blog posts
- Pain points → problems in their own words
- Objections → content to address proactively
- Language patterns → exact phrases to use (voice of customer)
- Competitor mentions → what they compared you to

Output content ideas with supporting quotes.

### 3. Survey Responses

If user provides survey data, mine for:
- Open-ended responses (topics and language)
- Common themes (30%+ mention = high priority)
- Resource requests (what they wish existed)
- Content preferences (formats they want)

### 4. Forum Research

Use web search to find content ideas:

**Reddit:** `site:reddit.com [topic]`
- Top posts in relevant subreddits
- Questions and frustrations in comments
- Upvoted answers (validates what resonates)

**Quora:** `site:quora.com [topic]`
- Most-followed questions
- Highly upvoted answers

**Other:** Indie Hackers, Hacker News, Product Hunt, industry Slack/Discord

Extract: FAQs, misconceptions, debates, problems being solved, terminology used.

### 5. Competitor & Industry Analysis

Use web search and Compendium database to analyze content:

**Find content:** Use `site:` search + check YouTube/podcast content in Compendium (`mv_topic_trends_weekly`, `mv_topic_saturation`)

**Analyze:**
- What topics are saturated in your space?
- Where are HVAC contractors/manufacturers creating content?
- Equipment reviews and performance discussions
- Regional/seasonal content patterns
- Installation and troubleshooting focus areas

**Identify opportunities:**
- Equipment categories underserved in your region
- Emerging efficiency standards (SEER2, EER)
- Seasonal pain points (cooling/heating demand peaks)
- Compliance and regulatory changes

### 6. Sales and Support Input

Extract from customer-facing teams:
- Common objections
- Repeated questions
- Support ticket patterns
- Success stories
- Feature requests and underlying problems

---

## Prioritizing Content Ideas

Score each idea on four factors:

### 1. Customer Impact (40%)
- How frequently did this topic come up in research?
- What percentage of customers face this challenge?
- How emotionally charged was this pain point?
- What's the potential LTV of customers with this need?

### 2. Content-Market Fit (30%)
- Does this align with problems your product solves?
- Can you offer unique insights from customer research?
- Do you have customer stories to support this?
- Will this naturally lead to product interest?

### 3. Search Potential (20%)
- What's the monthly search volume?
- How competitive is this topic?
- Are there related long-tail opportunities?
- Is search interest growing or declining?

### 4. Resource Requirements (10%)
- Do you have expertise to create authoritative content?
- What additional research is needed?
- What assets (graphics, data, examples) will you need?

### Scoring Template

| Idea | Customer Impact (40%) | Content-Market Fit (30%) | Search Potential (20%) | Resources (10%) | Total |
|------|----------------------|-------------------------|----------------------|-----------------|-------|
| Topic A | 8 | 9 | 7 | 6 | 8.0 |
| Topic B | 6 | 7 | 9 | 8 | 7.1 |

---

## Output Format

When creating a content strategy, provide:

### 1. Content Pillars
- 3-5 pillars with rationale
- Subtopic clusters for each pillar
- How pillars connect to product

### 2. Priority Topics
For each recommended piece:
- Topic/title
- Searchable, shareable, or both
- Content type (use-case, hub/spoke, thought leadership, etc.)
- Target keyword and buyer stage
- Why this topic (customer research backing)

### 3. Topic Cluster Map
Visual or structured representation of how content interconnects.

---

## Task-Specific Questions

1. What patterns emerge from your last 10 customer conversations?
2. What questions keep coming up in sales calls?
3. Where are competitors' content efforts falling short?
4. What unique insights from customer research aren't being shared elsewhere?
5. Which existing content drives the most conversions, and why?

---

## Compendium Integration

Content strategy for HVAC brands can leverage Compendium's content intelligence database:

- **Database Tools**: Query `mv_topic_saturation` to see if topics are oversaturated in your category; use `mv_topic_trends_weekly` for seasonal demand patterns and emerging topics
- **Search Integration**: Identify gaps between what's being discussed and what contractors/homeowners are searching for
- **Analysis**: Use Compendium's content classification to understand competitor angles, equipment mentions, and pain point language

**Tool Tiers**: Enhanced mode — requires database access and search/analyze capabilities

---

## Related Skills

- **copywriting**: For writing individual content pieces
- **seo-audit**: For technical SEO and on-page optimization
- **social-content**: For social media content
- **email-sequence**: For email-based content nurturing
- **cold-email**: For B2B manufacturer and distributor outreach