Consideration and investigation

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Once you’ve developed your hub-and-spoke model, think about how you’ll address those topics. Consider what your users need to know based on their intent stage. Segment your content by intent stage (funnel) In each subtopic we create three segments that are stages of the sales process: Upper stage: Education and awareness.


Intermediate stage Lower stage: Make a estonia mobile database purchase. Here's how they break down: Top of the funnel General subtopics. Technical/specialized topics without indicators of transactional intent (e.g., bichon frise coat). Trending topics/thought leadership. Middle of the funnel Critical points and challenges.


Comparative terms (e.g. best dog shampoo). Specific tools, platforms or products. Use cases (e.g. dog care in a humid climate). Bottom of the funnel Terms with modifiers such as “buy”, “subscribe”, “demo”, “near me”, “free shipping”. Once you have all this clear, you can create specific content plans to address your topics and subtopics.