Step 2 · Plan
Content strategy
A plan that knows which page answers which question, and why that one comes first.
A content strategy is the choice of which topics you claim, with which pages, in which order and for which stage of the customer journey. Traze builds that strategy from your search data, the questions people ask AI assistants and the gaps your competitors leave, then turns it into a content calendar with a brief per page. Not a strategy deck that disappears into a drawer, but a plan the rest of the platform executes.
What you get · concretely
What Traze's content strategy includes
- 01
Topic map
Every search query and AI question around your product, clustered by topic. For each cluster you see volume, intent, your current position and the likelihood of being cited.
- 02
Funnel mapping
Every cluster gets a stage: attract, convince or convert. So you can see at once whether you only blog for visitors who never become customers.
- 03
Competitor gaps
Topics where competitors rank or get cited and you do not, weighted by achievability and business value.
- 04
Content calendar
A prioritised list with page type, target question, cluster and publish date, sized to the number of pages in your plan. Updated every month.
- 05
Brief per page
Target question, sub-questions, entities that must appear, sources, internal links and the intended format. This is the assignment Traze writes the page from.
- 06
Hub and link plan
Which pages are pillars, which hang beneath them and how they link to each other. Prevents cannibalisation and builds topical authority.
What it is
What a content strategy means at Traze
Most content does not fail because it is badly written, but because it should never have existed: wrong topic, wrong stage, or a competitor who already has three better versions. A strategy at Traze is therefore mostly a selection: which hundred questions matter for your revenue, and which thousand do not. See how that plays out for lead generation.
To decide that, Traze looks at three sources at once. Classic search data from Search Console and search volumes. The questions people ask ChatGPT, Perplexity and Gemini, which are often longer and more specific than a search query. And competitor behaviour: where they rank, where they get cited, and where they leave a gap. See how the competitive analysis works.
Those sources are clustered by topic and by funnel stage. A cluster like 'what is X' belongs to attract, 'X versus Y' to convince, 'buy X' or 'X price' to convert. A healthy strategy covers all three; most sites cover one. Check for free which funnel stage your site is missing.
The result is not a document but a working plan: a calendar the platform pulls pages from, writes and publishes. Every month you see what is planned, move, cut or add items, and approve. Read how Traze writes the pages afterwards.
How it works · step by step
How Traze builds the strategy
Step 1
Capture brand and goals
Traze first learns your products, audiences, margins and tone of voice. What you prefer to sell, which customers you want more of, which topics are off-limits. This steers every choice that follows.
Step 2
Collect demand
Search queries from Search Console and volume data, AI questions per engine, People Also Ask, forum and support questions. Everything a customer might ask on the way to a purchase.
Step 3
Cluster and determine intent
Questions with the same intent become one cluster and therefore one page. That stops ten articles on the same topic from getting in each other's way.
Step 4
Prioritise
For each cluster Traze weighs business value, achievability against the competition and the likelihood of an AI citation. Quick wins and long-term plays both end up in the calendar.
Step 5
Build the calendar and briefs
The priority list becomes a calendar based on your page volume. Every planned page gets a brief: target question, structure, entities, sources and internal links.
Step 6
Adjust
Every month Traze adds new questions, re-prioritises based on results and schedules refreshes for pages that are ageing. The strategy moves with your market.
Why it matters
Why strategy makes the difference
Without a plan you write for whatever happens to come along. With a plan you build topical authority: a coherent set of pages from which Google and AI engines infer that your domain genuinely covers a topic. That effect compounds; scattered articles do not. Patterns that surface in the strategy, such as a page per location or per integration, also become the basis for pages at scale. See how patterns become programmatic pages.
AI answers raise the stakes. An assistant that cites one source picks the page that answers the question most completely and most specifically. That only works if you decided upfront which page owns which question, instead of publishing three half versions. Read how Traze measures and improves AI visibility.
And strategy makes costs predictable. Every month you know which pages are coming, why, and what they need to deliver. That is something you can steer and report on. Model what better coverage could bring you per month.
- funnel stages in every calendar: attract, convince, convert
- 3
- page per cluster, never two competing for the same question
- 1
- updated based on new questions and results
- Monthly
Comparison · old way versus Traze
Classic content planning versus Traze
| Area | Classic content planning | Traze |
|---|---|---|
| Basis | Keyword list with volumes | Search queries and AI questions, clustered by intent |
| Funnel | Mostly top-of-funnel blog posts | Every cluster mapped to attract, convince or convert |
| Competition | One-off benchmark | Continuous: gaps in rankings and in AI citations |
| Format | A deck or spreadsheet, once a quarter | A living calendar the platform executes |
| Brief | Title and keyword | Target question, entities, sources, structure and internal links |
| Cannibalisation | Discovered when two pages push each other down | Prevented: one page per cluster, hub and link plan upfront |
| Adjusting | At the next strategy session | Monthly, based on rankings, citations and conversions |
Use cases · where it works
Where a good strategy pays off most
Online stores
Buying guides, comparisons and category intros that fill the stage between 'I'm looking around' and 'I'm buying'. Exactly the stage where most stores have nothing.
B2B and lead generation
Questions from the sales process turned into pages that remove objections before a prospect calls. Short in length, big in conversion.
SaaS
Use cases, integrations and 'X vs Y' pages per segment, so both Google and AI assistants name you for 'best tool for …'.
Local and regional service businesses
Topics per service and service area without duplicate pages, with the questions customers actually ask locally.
Multilingual brands
One strategy per market instead of a translated calendar: different questions, different competitors, different priorities per language.
Honestly · risks and limits
What goes wrong without a strategy
The best-known risk is cannibalisation: several pages competing for the same question, so none of them ranks well. The second is a lopsided funnel: plenty of visitors through informational articles, but no pages that convince or convert. The third is decay: pages that were once good and now show wrong prices, old specifications or outdated advice.
Traze catches all three. One cluster is one page, so new topics are checked against existing pages first. The calendar keeps the spread across funnel stages balanced. And every page gets a refresh date and signals that show when it needs attention.
What Traze does not do: impose a strategy. You know your margins, your seasons and your sensitivities. That is why every monthly plan is open to your changes before anything is written, and why you can exclude topics permanently.
Try it yourself · free
See it at work on your own site
This free tool shows part of this capability. No login, instant results.
Funnel Check
Funnel Check
See how your pages divide across attracting, convincing and converting, which stage is missing and what to write first. We read your sitemap, not your whole site.
Try:
Results · example data
What it looks like when Traze does the work.
Vloerenwinkel
Flooring
+30,000
visitors / month
AI citations: 0 → 210
Edelstenenhandel
Gemstones
+12,700
visitors / month
AI citations: 12 → 153
Wasruimtemeubels
Laundry-room furniture
+8,259
visitors / month
AI citations: 0 → 142
Illustrative numbers to show how the system works — not a real customer.
Questions · about Content strategy
Frequently asked questions
Get started · self-serve or with a demo
Let Traze run this for you
Start on the Start plan yourself, or book a demo where we show this capability on your own site. Pricing is public, with a rolling monthly option.