Themes give a content programme direction: a quarter focused on onboarding, a series on integrations, a month on pricing questions. They make planning easier and build depth on topics you want to be known for.
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Choosing themes
Pick themes from business priorities and buyer questions. Each should be broad enough for many pieces and narrow enough to be distinctive.
Working with them
Plan formats across the theme, such as a guide, a template, a story and a comparison, and link the pieces together so each strengthens the rest.
Common mistakes
Too many themes at once
Spreading thin across themes stops any of them reaching depth.
Frequently Asked Questions
A theme is a planning focus for a period. A pillar is a lasting page that anchors a topic cluster.
Keep reading
- Content Pillar: A content pillar is one of a few broad themes a company commits to covering in depth, chosen because it links buyer problems to what the product does.
- Topic Cluster: A topic cluster is a group of related pages around one subject: a broad pillar page linked to detailed pages on each subtopic, all linked to one another.
- Content Strategy: A content strategy is the plan for what content a company creates, who it serves, how it is distributed and how its success is judged.
- Editorial Calendar: An editorial calendar is the schedule of content a team plans to publish, showing topics, owners, deadlines, status and target dates for each piece.
- Brand Voice: Brand voice is the consistent personality in a company's writing, how it sounds across content, product and support, while tone adapts to each situation.
- Buyer's Guide: A buyer's guide helps someone choose a type of product: what to look for, what to ask vendors and how options differ. For SaaS it targets people who know they need a tool but not which one.
- Case Study: A case study tells how a real customer used a product to solve a specific problem, with the situation, approach and results, as evidence for buyers.
- Checklist Content: Checklist content turns a process into a list of steps someone can tick off, such as a site migration checklist. It matches searches from people who are about to do the task.
