The Content Strategy Workbook
Complete these exercises to develop your content strategy before moving to Module 4.
Exercise 1: Content Audit
If you already have content, list every piece published in the last year. For each piece, note:
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Topic
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Traffic generated
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Engagement level
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Conversion results
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Whether it aligns with your current strategy
Identify your top three performing pieces. Analyze what made them successful. Identify your bottom three. Determine whether to improve, repurpose, or abandon them.
Exercise 2: Pillar Topic Selection
Brainstorm five potential pillar topics. Evaluate each using the three criteria: relevance to your business, search demand, and competitive opportunity. Select your top two pillar topics and write a one-paragraph explanation for each choice.
Exercise 3: Cluster Content Map
For your top pillar topic, list at least eight potential cluster content pieces. Each should explore a specific subtopic. Write working titles and identify the target keyword for each. Draw the connection structure showing how each cluster piece links to the pillar and to other clusters.
Exercise 4: Content Mix Planning
Plan your content mix for the next month. Using the four content types, decide how many pieces of each type you will create. Ensure your mix aligns with the 80/20 value-to-promotion ratio. List specific topics for each piece.
Exercise 5: Distribution Plan
For each piece in your monthly plan, identify:
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Primary distribution channel
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Secondary channels
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Repurposing opportunities
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Expected audience reach
Exercise 6: E-E-A-T Assessment
Evaluate your current content or planned content against E-E-A-T. For each element, identify specific ways to demonstrate:
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Experience: What firsthand stories or examples can you include?
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Expertise: What credentials, research, or deep explanations support your authority?
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Authoritativeness: What external validation can you seek or reference?
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Trustworthiness: What transparency, accuracy, and security measures can you strengthen?