Content Is Eating the World – Contently’s CEO on Marketing’s New Hotness

Stop guessing about why audiences engage. Marketers need a scalable content system that aligns with revenue outcomes and reduces waste. Start with a five-format core and a shared metrics set that keeps teams aligned across product, sales, and comms. If you want to stop siloed work, implement a common editorial calendar and a single source of truth for what matters.

Theres a shift where marketers see content as a core asset, not a one-off. Contently’s CEO argues theres a new hotness: durable, reusable content that earns attention through thoughtful storytelling, supported by metrics and comms alignment. The approach blends soft discipline with Nike-grade rigor to move teams from random posts to a coordinated system that exists beyond any single campaign. This approach leverages existing assets. theyll deliver results when aligned to a clear mandate.

Five concrete steps you can implement now: Step 1 – Define a mission that ties content to measurable revenue outcomes; Step 2 – codify a core library of five formats: articles, guides, case studies, briefs, and short video scripts; Step 3 – deploy a single, trusted dashboard that presents metrics that matter to comms and sales; Step 4 – assign a dedicated strategist to coordinate with product, brand, and market-facing teams; Step 5 – track benefits with defined metrics and decide whether to continue or pause based on data.

The CEO also reminds teams that artificial intelligence can support testing and optimization, but people must lead the narrative. This keeps content authentic and relevant for buyers, not just clicks. The combination of editors, data, and comms alignment creates a practical engine that marketers can actually use day to day, not a theoretical plan.

To turn this into results, measure engagement, time-to-value for buyers, and influence on conversions. Reallocate budget from underperforming pieces to existing assets that show a positive signal, and schedule quarterly reviews to ensure the library stays fresh and relevant. The outcome is a scalable approach that engages audiences and delivers a clear, repeatable impact for the whole team.

Concrete SEO playbook to replicate Contently’s monthly traffic surge

Launch a pillar-and-cluster SEO program and commit to six months of data-driven content production. Pick six core topics aligned with content marketing outcomes, craft anchor guides of 2,500–3,200 words, and attach 8–12 related posts per topic. Each pillar targets a primary keyword with solid search intent, and map a six-month calendar that yields 2 pillar pages and about 80 cluster posts. This approach, called pillar-and-cluster, creates a path for readers who search with specific questions to reach your site and stay for related insights.

Do a deeper knowledge-gap analysis to identify at least 20 missed opportunities per pillar by comparing anchor pieces with high-traffic competitors and your own older posts. Fill a vacuum by updating evergreen articles with fresh data, citing sources, and adding new visuals. Build a six-month calendar that empowers a young editorial team to scale, while focusing on reader experience and being consistent across weeks. You must have a clear method to measure impact and adjust as insights arrive.

Focus on formats that accumulate shares and time on page: deep-dive guides, case studies with real metrics, benchmarks, and practical templates. Whatever topic you choose, the thing to optimize is relevance and intent alignment. For each pillar, create 1–2 flagship formats and 6–8 related pieces. Build a related FAQ block to capture voice search and long-tail questions. This approach, as shared by teams that saw sustained gains, has helped many teams accelerate.

Technical health matters: reduce load times to under 2.5 seconds on mobile, optimize images, enable lazy loading, compress CSS/JS, and run monthly Core Web Vitals checks. Ensure proper canonical tags, avoid duplicate content, and set up 301 redirects for moved pages. Use a CDN and, if needed, AMP for high-traffic landing pages. Add schema markup for FAQ and HowTo to improve rich results, signal relevance, and support evergreen value. This change keeps pages fast and trustworthy.

Build a sturdy internal linking system: every cluster page links to its pillar with 1–2 anchor variations and a clear path where readers land in the navigation. Create a content map showing related posts and the exact path readers take from discovery to conversion. Audit broken links monthly and prune outdated stuff that no longer serves high-intent queries. Use outbound links to credible sources to strengthen trust and context, and ensure anchor texts reflect related topics rather than generic labels.

Set measurable targets: aim for 30–50% month-over-month organic traffic growth for the first 4–6 months, then 15–25% in the following months as the stack matures. Track rankings for a core set of 50–100 keywords per pillar, monitor click-through rate, and watch for misses in intent alignment so you can refine topics. If the enterprise site handles millions of visits, segment by geography and product to optimize conversion and ROI. Granted, results depend on volume and consistency, so report weekly to stakeholders and adjust velocity to keep momentum. Trend data from search volume should guide topic refreshes and keyword pruning.

Leverage efficiency: reuse content across formats, such as turning anchor guides into slide decks, one-page briefs, and short videos. This approach scales as the company grows and the content library expands to sizes that match enterprise needs. The result: more qualified traffic, better on-site engagement, and a durable growth engine you can save and reuse again in new markets.

Identify high-ROI topics using search demand data and competitive gaps

Build a short list of 6–8 topics with high search demand and low competition, then rank them by potential dollar value and publishing feasibility. For a concrete pick, target topics with 20k–100k monthly searches and a keyword difficulty score below 40, projecting millions of impressions, generating durable returns over six to twelve months.

Using data from Google Keyword Planner, Trends, and competitive-analysis tools, collect metrics such as monthly volume, intent signals, number of competing results, and domain authority. Consolidate these into a single score that blends reach, relevance, and ease of publishing; refresh weekly to catch shifts in demand and mention notable changes to keep stakeholders aligned.

Adopt a simple equation for ROI: ROI = (average revenue per conversion) × (expected conversion rate) × (monthly search volume) − content production and promotion costs. Use a conservative conversion rate at first and adjust after early publishing tests; this keeps the plan actionable and transparent for the board to review. This model presents a clear dollar path for the board to review, and leadership would feel confident about the direction.

To identify competitive gaps, inspect the top 10 results for each target keyword and note depth, freshness, and monetizable angles. If results cover basics but skip data-driven examples or practical templates, that gap presents a growth opportunity and gives you a concrete way to present the case to the board. This approach sounds practical and scalable for publishing cadence.

A board member named mehra notes that aligning topics with audience segments and commerce signals increases the likelihood of shares and engagement. Pair topics with milestones for followers and part of a larger publishing program; tested formats include how-to guides, checklists, and data-backed case studies that readers can act on.

Phase one: assemble the candidate list using the criteria above. If you’re trying to limit risk, phase two: publish two or three short pieces and track signups, clicks, and revenue signals. Phase three: double down on the best performers with longer, evergreen content and a publishing cadence that keeps content fresh.

Set up tracking across content, links, and conversions; use a model called ROI-2x to present potential gains to the board. Publish content assets with clear calls to action and publishing cadence; measure impressions, shares, and follower growth weekly to confirm the trajectory.

Examples of high-ROI topics include: “monetizing content commerce through affiliate partnerships,” “data-backed content formats that boost engagement,” and “pricing signals that convert readers into buyers.” Each topic should serve a specific audience party–e.g., product managers, marketers, or operators–and include a publishing plan with speeches and case studies to anchor credibility.

Tracking metrics: monthly search volume, CTR, number of shares, time on page, and revenue per user; aim for incremental gains of 0.3–0.7 percentage points in CTR and a 10–20% lift in revenue per visitor over 90 days. This data would inform adjustments and demonstrate potential to the board.

Publishing cadence as a model to scale: create a recurring rhythm of 2–3 long-form pillar pieces per quarter plus monthly micro-posts; use these as the core stuff that fuels search demand while you are building a following and commerce experiments.

Map topics to user intent and choose the right content formats

Do this: map topics to a primary user intent and pick formats that satisfy that intent. Start by listing your top topics and tagging them with one of four intents: learn, compare, decide, or act. For each tag, choose a format that moves the reader closest to action without friction. technology-backed content thrives when the format and the intent align, not just the topic.

Use a simple matrix: Topic – Intent – Suggested format – KPI. When the intent is learn, prefer concise, accessible formats like written guides, checklists, and 2–3 minute explainer videos. For comparison, use side‑by‑side charts and a downloadable decision matrix. For decision, deploy ROI calculators, case studies, and testimonials. For act or retention, deliver templates, newsletters, and quick prompts to start a trial or join a collection of resources. This whole approach keeps content grounded in outcome and avoids naive hype, helping the team feel confident about the next move.

Planning and collection drive consistency. Build a 4–6 week backlog anchored to topics with high value for followers. Assign a single owner from the team and set a clear deadline; decide whether a piece will be paid or organic, and map distribution channels accordingly. Starting with a lean collection allows startups to learn fast, while bigger teams can scale with a whole library of assets. Put the collection at the center of the process and keep evolving it as you learn more about what your audience wants, бoльше engagement comes from relevance, not volume.

Involve leadership and finance early. For cfos and paid strategies, quantify potential impact in pipeline and revenue, then reserve a tested percentage of the budget for experimentation. The right approach balances quality and speed: you might never hit a perfect format, but you can prove a clear ROI by testing a few formats per topic and iterating quickly. If a format doesn’t move metrics, switch styles or drop it, and stay focused on what your team can sustain rather than chasing every trend or flashy word.

Concrete mappings help you act with intention. Topic: “personalization technology trends” – Intent: learn – Format: 8–10 minute written guide with a companion checklist and a 60‑second teaser video – KPI: time on page, checklist downloads, video completions. Topic: “case studies on paid content ROI” – Intent: decide – Format: downloadable ROI calculator + two concise testimonials + short case-study video – KPI: calculator usage, demo requests, video views. Topic: “growth strategy for social channels” – Intent: act/retention – Format: weekly digest email + 2‑minute recap video – KPI: open rate, click-through rate, follower growth. This approach gives your team a clear word of what to produce, how to measure it, and when to adjust, without breaking the momentum or losing focus in a crowded market.

Build pillar pages and topic clusters to improve discoverability

Start with a pillar page for your core topic and create 4–6 tightly themed cluster posts that link back to it. This structure signals a central hub to search engines and gives readers quick paths to related, high-value content.

1. Define the main topic and map clusters. Choose a broad, outcome-driven topic that matches your audience’s needs (for example, content operations at scale or marketing tech integration). Draft 4–6 cluster topics that answer core questions, address common problems, and showcase practical workflows. Use a simple matrix: pillar topic, cluster topics, intent type, and KPI targets. This helps you find gaps and plan updates.

2. Audit existing content and set targets. Inventory current posts, pages, and assets that relate to the pillar. Identify items that cannibalize each other and mark opportunities to combine or update. For enterprise teams, set a quarterly target: lift pillar-page visits by 30–50% and boost cluster-post impressions by 15–25% through internal links and external primers. Having clear targets keeps pitching to stakeholders focused.

3. Build the pillar page with a clean, practical flow. Start with a concise definition, then present each cluster topic as a modular section with a preview paragraph, a few visuals, and a call to action (CTA) to the corresponding post. Include a quick index at the top and a reference section at the bottom. This main page should read like a toolkit, not a catalog, and it should feel actionable for CFOS, marketing leads, and product teams alike.

4. Develop cluster posts with disciplined SEO and clear value. For each cluster, publish 1–2 posts per week for 6–8 weeks. Each post targets a specific user need, uses a distinct set of keywords, and links back to the pillar. Posts can take the form of how-to guides, checklists, or short case studies. Involve guest contributors when possible to broaden perspective and reach; guest voices often provide fresh viewpoints that resonate with readers and help you reach new audiences.

5. Design an efficient interlinking system. The pillar page links to every cluster post, and each cluster post links back to the pillar. Use consistent anchor text that mirrors the cluster topic names. Add secondary links from related posts to adjacent clusters to create a dense, navigable web of content. This approach helps search engines understand the relationships and increases the impression of your content footprint.

6. Incorporate diverse formats and real-world signals. Include quick gadget demos, diagrams, and short videos where relevant. A few quotes or case insights from voices like scoble and mehra can enrich credibility during speeches or interviews and provide a tangible example for readers. Style matters: concise paragraphs, scannable bullets, and practical takeaways keep readers engaged and help commerce teams see a concrete value path.

7. Update cadence and measurement. Schedule a 90-day review to update pillar definitions, refresh examples (including new data points), and add fresh posts to underperforming clusters. Track metrics that matter: pillar-page visits, cluster-post impressions, time-on-page, and click-through rate from the pillar to cluster posts. For enterprise programs, calculate the return by comparing organic traffic lift and downstream conversions against the cost of content production and updating.

8. Scale with ongoing content operations. Once the framework proves effective, extend it with additional clusters and related formats (gadget reviews, how-to spreadsheets, or buyer guides). Consider a recurring cadence for updates, new guest posts, and fresh speeches or quotes that reinforce authority. This steady momentum helps you maintain visibility as search patterns evolve and as challenger brands emerge.

9. Template you can reuse. Outline for pillar page: introduction; quick index of clusters; cluster links; practical, repeatable use cases; glossary; and a crisp conclusion with next-step actions. Cluster post templates: problem statement, step-by-step solution, evidence or data snippet, and a compact takeaway. This consistency accelerates production and preserves quality across topics, from building to commerce-focused content.

10. Next steps for leadership alignment. Present a 90-day pilot with a concrete pillar and two to three clusters. Show anticipated lift in impressions and a plan for content updating. Highlight the potential for cross-functional wins in product, sales, and marketing, and outline how the approach supports strategic goals and measurable returns.

Adopt a scalable editorial calendar and consistent publishing cadence

Use a single centralized calendar with explicit owners and a fixed weekly update. This keeps every stakeholder aligned, reduces ad hoc requests, and makes next steps clear for writers and editors alike.

Define a cadence that fits your sizes and goals: four core blogs per week, plus two updates, and one fresh roundup. This yields six pieces weekly and preserves momentum while allowing room for timely posts tied to current events or product news.

Each calendar item carries a version, owner, topic tag, format, channel, and status. This tool makes it easy to update a post from draft to publish and to view interdependencies between pillar articles and supporting blogs. A simple formula guides balance: prioritize audience signals, search intent, and competitive gaps to decide what lands next.

When planning, cover a range of sizes and formats to reach different segments. These include long-form pillar posts, mid-length explainers, and sprightly micro-posts. These examples show what resonates and provide a template anyone can reuse. Use the prospective reader lens to shape topics and avoid chasing vanity metrics.

To stay helpful and consistent, require a weekly review where editors approve drafts and confirm alignment with the version about to publish. Use a template with fields for title, hook, keywords, audience, channel, date, owner, and status. The update cycle becomes much smoother when you can update the plan in minutes and see what’s next. просмотреть

For teams of varying sizes, tailor the cadence. Small teams with 2-3 writers can aim for three core blogs weekly plus one update; teams with 6-8 writers can manage six to eight posts and three updates. Make the cadence equally visible to all stakeholders, so anyone can review progress and provide feedback. Update the calendar weekly and record why changes happened.

Track metrics per piece: views, time on page, and social shares. Use a simple scoring formula to determine next topics, balancing coverage across customer segments and pain points. If a draft underperforms for two consecutive cycles, move it down the queue and swap in a fresh idea. Examples from last quarter show topics like competitive analyses and purchaser paths resonating with readers, so adjust coverage accordingly.

Maintain a rolling 6- to 8-week view that maps topics to formats, channels, and audience intents. This view helps editors plan travel across pillar content and timely updates, preventing gaps and keeping the publication fresh. The goal is to create a steady rhythm that anyone can follow and that supports consistent growth.

Maximize reach with strategic internal linking and smart repurposing

Start by mapping your top 5 pillar topics and 20 cluster posts, then publish a quarterly internal-link map and execute a weekly cadence that ties them. Keep anchor text descriptive and diverse. These actions lift a single article’s impression and drive downstream engagement.

Assign a owner for each pillar, draft 2-3 new internal links weekly, and audit links monthly to repair broken paths. When a page ended up ranking, you can revive it by linking from newer posts. Tie metrics into salesforce dashboards to keep the team aligned and giving the business a clear view of impact. These steps create a measurable boost for marketers and the wider community.

Repurpose core insights into formats that travel farther: a 5‑slide deck for the next team meeting, a 3‑minute podcast episode, 90‑character social cards, and a one‑page resource. These assets feed newsletters, training modules, and the community; they increase shares and extend the value behind a single idea. As chris notes, the smartest teams treat content as a monster that grows when you feed it with diverse formats, not a one-off asset.

To measure success, track measurable metrics: impression counts, click-through rate, new subscribers, and time on page. Set targets such as 25% higher impressions each quarter and a 15% lift in shares from internal links. Avoid naive tactics: tie every link to a related value, and never overlink – a tight set of 4–6 contextual links per post drives stronger results for a single post. Fact: this approach compounds across the team and the community.

heres a practical table to guide the rollout and governance.