12-website-content-plan

Website Content Plan Generator

Produces four planning outputs: 12 blog post briefs, an editorial calendar, an internal linking structure and lead magnet ideas. It does not produce finished articles (use blog-writer for article text); apply east-african-english for tone throughout.

Use When

The website blog is stale and the client wants a quarter's worth of articles planned around search intent and personas.
Each article needs a brief with reader, keyword theme, key questions, structure, word count and call to action.
Pages need an internal linking structure and lead magnet or content upgrade ideas.
The questions customers ask staff, in DMs, in search and on sales calls should become a monthly question engine, FAQ library, Big 5 content priorities and assignment selling.

Do Not Use When

blog-writer for the finished article, whitepaper or eBook text.
seo-geo-optimisation for making one page ready for search and AI citation.
11-content-calendar for dated social posts.
Stop at planning: do not design, build or edit the website; hand site work to the website engine.

Required Inputs

Artefact	Source/provider	Required?	If absent
Client name, industry and country/city	Client brief or `01-client-brief`	Yes	Default the location to Kampala, Uganda; ask for the rest.
Named audience personas (minimum two)	`03-audience-personas`	Yes	Stop the briefs; list the personas that must be approved.
3–5 primary topic areas and the dominant journey stage (Awareness, Consideration or Decision)	Client lead	Yes	Draft candidate topic areas from customer questions and ask the client to confirm them.
Blog publication frequency (1 per week or 2 per month)	Client lead	Yes	Plan 12 articles across 90 days and label the pace provisional.
Campaign windows to coordinate with	`09-campaign-strategy` or `11-content-calendar`	If campaigns run	Sequence awareness to decision without campaign alignment and note that none were supplied.
Current website state (homepage, Big 5 coverage, opt-ins, load time)	Client site or dated audit	Yes	Mark the seven-priority check `not assessed` and flag it before any traffic plan.

Workflow

Ask the intake questions in content-plan-build-method § Intake questions; route dated social posts to 11-content-calendar and single-page search work to seo-geo-optimisation.
Audit the site against the seven website content priorities (Sheridan, 2019) and brief the client; stop driving traffic to a site that fails Priorities 1, 2 or 7 and list the prerequisite actions.
Where topics must come from real customer questions, run the monthly harvest and Big 5 scoring in buyer-question-content-plan before writing briefs.
Write 12 briefs (Article 1 of 12 through Article 12 of 12) with all nine elements, distributed across the topic areas.
Sequence the editorial calendar from awareness to decision, aligned to publication frequency and campaign windows.
Map internal links for all 12 articles and develop lead magnets for the 4 articles with the highest organic potential.
Check against the quality standards; correct failing briefs and rerun the check.
Run the anti-slop ship gate and pass the briefs, link map and lead magnet details to blog-writer; do not design, build or edit the website.

Outputs

Artefact	Consumer	Acceptance condition
12 blog post briefs (nine elements each)	`blog-writer`	No element blank or marked TBC; titles under 60 characters.
Editorial calendar table	Client lead; `11-content-calendar`	All 12 articles sequenced by week, persona, intent, keyword theme and CTA.
Internal link map	`blog-writer` at the editing stage	Each article links to at least 2 articles and 1 service page with natural anchors, or states that no strong link exists.
Lead magnet ideas and website-priority findings	Client lead; `07-email-marketing-strategy`	4 lead magnets with format, delivery, contents and value exchange; failed priorities flagged as prerequisites.

Evidence Produced

Evidence	Format	Acceptance condition
Seven-priority site audit	Table: priority, finding, source or measurement date	You:we ratio, Big 5 coverage and load time are measured or marked `not assessed`.
Topic-to-question trace	Table: article, persona, source question or topic area	Each brief traces to a persona need or a harvested customer question.

Capability and Permission Boundaries

Read and search only; analysis is read-only. Publishing, spend, live account changes, outreach and personal-data processing need explicit, action-specific client authority. Site design, build and edits belong to the website engine.

Degraded Mode

Without approved personas or access to the current website, return the narrowest qualified result and mark the affected checks not assessed. Topic clusters, draft briefs and an awareness-to-decision sequence can still be delivered, labelled as awaiting the site audit.

Decision Rules

Condition	Action	Failure or risk avoided
The site fails Priorities 1, 2 or 7	Brief the client on the fixes first; do not drive traffic to it.	Content spend lost to a site that does not convert.
The site fails Core Web Vitals "good" (LCP ≤ 2.5 s, INP ≤ 200 ms, CLS ≤ 0.1 at the 75th percentile; register `WEBDEV-CORE-WEB-VITALS`) or feels slow on a mid-range phone	Flag speed as a prerequisite action and hand the fix to the web team via website-skills.	High traffic plus high bounce giving low return.
The site does not address all Big 5 categories	Prioritise articles filling those gaps before other blog content.	Buyers leaving with unanswered pre-contact questions.
Topics must come from real customer questions (FAQ library, Big 5, sales-call objections)	Run the monthly harvest, clustering and Big 5 scoring in buyer-question-content-plan before writing briefs.	Briefs built on what the business wants to say rather than what buyers ask.
One topic area would exceed 40% of articles	Redistribute, or record the specific justification.	A plan clustered on one topic.
A campaign window falls in the plan	Align one article to the campaign theme in the week before launch; place Decision-stage articles near campaign windows.	Blog and campaign pulling in different directions.
A calculator or interactive tool is recommended	Flag that it requires a website developer.	Promising a tool nobody can build.
The work is dated social posts	Route to `11-content-calendar` and hand over the verified inputs already collected.	Neighbour collision and duplicated work.

Quality Standards

All 12 article briefs are complete; no element within any brief is left blank or marked TBC.
Articles are distributed across the 3–5 primary topic areas; no single topic receives more than 40% of articles unless specifically justified.
Search intent is correctly classified and the article structure reflects it: a transactional brief looks different from an informational brief.
The editorial calendar sequences articles in awareness-to-decision order unless a specific reason (campaign alignment, seasonal hook) justifies reordering.
Internal link suggestions use natural anchor text: no keyword-stuffed anchor text, no links forced where a natural connection does not exist, and no more than 5 internal links per article.
Lead magnets are specific to the client's industry and persona; no generic "download our newsletter" suggestions.
Word count guidance is differentiated by article type: informational posts are not assigned the same word count as step-by-step guides.
British English spelling is used throughout; Ugandan and East African context is applied to examples, titles and persona references.

Anti-Patterns

Clickbait titles. Fix: write specific, informative SEO titles under 60 characters in the client's industry language.
Headings such as "Introduction" or "Conclusion". Fix: use 4–6 H2 headings that each answer one of the five key questions.
Inventing keyword volumes. Fix: state the thematic territory; keyword tools are outside this skill's scope.
A generic newsletter sign-up as the content upgrade. Fix: offer a lead magnet directly tied to the article, with WhatsApp opt-in for mobile-first audiences.
Long, academic PDF lead magnets. Fix: keep PDFs under 8 pages; concise and practical wins in the EA market.
Publishing two articles on the same topic area in consecutive weeks. Fix: alternate topic areas in the calendar.
Editing or building the website during planning. Fix: hand site work to the website engine.

References

Website content plan build method: read when asking the intake questions, auditing the seven priorities, writing the nine brief elements, or building the editorial calendar, link map, lead magnets and coordination hand-offs.
buyer-question-content-plan: read when content topics, an FAQ library or sales enablement must come from customer questions (five sources, Big 5, assignment selling).
blog-writer: read when briefs or lead magnets are ready to write.
seo-geo-optimisation: read when one page must be made ready for search and AI citation.
11-content-calendar: read when aligning article dates with the pillar themes in the social calendar.
07-email-marketing-strategy: read when lead magnets feed an email list and nurture sequence.
Anti-AI slop production gate: read during production.
ai-slop-audit: read at the release checkpoint.