Plan your content around high-intent keywords

A content calendar built on topics fills up fast and converts slowly. One built on intent gives every article a job.

Three kinds of pages

  • Learn: guides for people who are starting to understand the problem.
  • Compare: pages for people weighing options.
  • Decide: pages for people ready to act.

Balance the calendar

Most teams write too many "learn" articles. Plan at least one "compare" or "decide" page for every three guides.

Each guide should lead to a comparison, and each comparison to a decision page. Internal links are the path your reader walks.

Review every quarter

Check which pages bring visitors who convert, and plan more of what works.