Build topic systems, not keyword piles

Strategy constrains the topic universe

Start with approved content directions: audience, customer problems, product narrative, boundaries, proof, and intended outcomes. A Topic is a specific, reviewable brief inside one direction—not a keyword handed directly to a writer.

Balance the portfolio across foundational education, problem-solving workflows, evaluation, alternatives, implementation, original research, product-led teaching, and refresh work. Map each Topic to an existing parent or intended cluster and a meaningful next action.

Define the Topic contract

Include working title, audience, intent, primary question, supporting questions, page type, angle, evidence requirements, relevant product facts, internal-link targets, risks, and acceptance criteria. Record why the Topic exists and what existing page it must not duplicate.

Maintain healthy supply

Track proposed, approved, drafting, scheduled, published, held, and archived states. Refill only within approved directions and capacity. Deduplicate semantically, not just by title. A weekly monitor may discover market signals, but it should not silently publish or overwhelm the queue.

Review cluster health monthly: missing intent, weak product connections, orphan pages, declining assets, and overproduction around easy terms. Sometimes the best next Topic is an update, consolidation, tool, or product-page improvement—not a new article.

The system should make “why are we writing this?” answerable before research starts.