BACKGROUND
This project was for a client in the B2C project management app space. The goal was to build a content pillar framework grounded in what the target audience was actually searching for rather than what the brand assumed they cared about.
I started with 340 keywords, classified each by intent and audience type, and ran them through a cluster analysis that produced 23 distinct topic groups before consolidating those into four pillars. The most significant finding was that template-related searches had the highest combined volume of any cluster in the entire research set by a wide margin, a pillar that would never have been given that prominence without the data to support it.
The result was a framework where every pillar had built-in organic demand validated before a single piece was written, with Pillar 4 positioned as the primary SEO and lead generation engine and a lead magnet strategy built directly into its editorial direction.
