Topic shaping

Assign the correct content format to every surviving topic. Not every keyword becomes a blog post. The format decision determines the page's purpose, structure, CTA, and ranking mechanics. Get it wrong and the content fails regardless of how well it was written.

Invocation

/topic-shaping

Example: runs after /business-fit-filter, or call standalone and paste the filtered keyword list.

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Step 0 — Context Check

If called standalone: ask for (a) the filtered keyword list with SERP qualification notes and (b) the Account Intelligence Document (for understanding the product and existing content structure).

If called from /topic-research: use the filtered list from Phase 5 and the SERP format notes from Phase 4.

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Step 1 — Format Decision Per Topic

For each keyword in the filtered list, use the SERP format signals from the qualification phase alongside the opportunity type to assign the correct content format.

Format decision guide:

Format	When to use
Alternatives page	[competitor] alternatives, alternatives to [competitor]. Buyer is unhappy with a current tool and actively shopping. Highest-intent format in B2B SaaS SEO.
Comparison page	[A] vs [B] queries. Buyer has shortlisted two options and is deciding. Conversion-heavy.
Category landing page	best [product category], top [product category]. Buyer building a shortlist. High AEO citation value.
Vertical landing page	[product category] for [industry]. Buyer wants a solution specific to their context. Creates ICP-targeted acquisition entry points.
Feature page	[feature name] software, software with [feature]. Capability-aware buyer looking for the right tool.
Use case page	[product] for [use case], [use case] software. Job-to-be-done framing. Mid-funnel — buyer knows their problem, evaluating options.
Pricing page	[competitor] pricing, [competitor] cost. Deep-funnel. Buyer is about to make a decision.
Integration page	[tool A] [tool B] integration, [product] + [platform]. Ecosystem-aware buyer with a specific stack.
Pain-solution article	Query describes a problem without a product. Buyer knows the pain, hasn't found the product yet. Top-of-funnel but ICP-qualified.
Implementation or migration guide	how to migrate from [competitor], switching from X to Y, [product] implementation. Objection-led — addresses a specific sales barrier.
Comparison hub	Multiple tools evaluated on shared criteria. Builds category authority. Works when the client needs a pillar page that connects multiple individual comparisons.
Blog post or guide	Informational or educational. Appropriate when the SERP rewards editorial content and no commercial format fits.
Update existing page	Keyword already has a ranking page designated UPDATE. Refresh and expand rather than create.

For each topic, state:

• Chosen format and a one-sentence reason
• Alternative rejected — the most tempting wrong choice and why it underperforms for this keyword
• Hybrid element (if any) — e.g., an alternatives page that opens with a short explainer before the list, or a category LP with a comparison table embedded

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Step 2 — Cluster Related Topics

Some keywords are close enough that one well-executed page should target multiple. Identify clusters where:

• Intent is nearly identical across two or more keywords
• The format is the same
• Combining them is more efficient than three separate pages

For each cluster:

• Name the primary keyword (highest volume or commercial priority)
• List secondary keywords the same page targets
• Note the combined targeting approach

Avoid over-clustering. Two keywords with meaningfully different intent belong on separate pages even if they look adjacent.

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Step 3 — Flag Architecture Implications

Flag any format decisions that have structural implications for the site or the content plan:

• New page type required — e.g., the site doesn't have an alternatives section yet; this needs a new URL pattern (e.g., /alternatives/[competitor])
• Pillar + cluster — if a topic works better as a hub page with multiple supporting pieces, name the structure
• Marketing site vs. blog — some formats (LPs, feature pages, pricing pages) belong in the main site, not the blog. This affects design, CRO, and internal linking — flag it early
• Existing page conflict — if the recommended format conflicts with how the client currently uses a URL pattern, name it
• Cluster sequencing — if three comparison pages should be built together as a batch (shared internal linking, consistent structure), note the dependency

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Output

Print the shaped topic list with a format summary at the top:

## Topic Shaping — [client]
Date: [today's date]
Total topics shaped: [N]

### Format Breakdown
- Alternatives pages: [N]
- Comparison pages: [N]
- Category landing pages: [N]
- Vertical landing pages: [N]
- Feature pages: [N]
- Use case pages: [N]
- Pricing pages: [N]
- Pain-solution articles: [N]
- Implementation / migration guides: [N]
- Blog posts / guides: [N]
- Updates to existing pages: [N]

### Architecture Flags
[List any flags from Step 3]

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[For each topic:]

**[Primary keyword]**
Volume: [X]/mo | KD: [X] | Type: [opportunity type] | New/Update
Format: [chosen format]
Reason: [one sentence]
Alternative rejected: [format] — [why it fails for this keyword]
Cluster: [standalone | primary, also targets: keyword B, keyword C | secondary of [primary keyword]]
Architecture note: [if applicable, otherwise omit]

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Rules

• Format drives everything downstream. A comparison page and a blog post about the same topic have different structures, different CTAs, different design requirements, and different ranking mechanics. The distinction is not cosmetic.
• Let the SERP lead. If Google rewards listicles for a keyword, don't fight it with a landing page. Match the format first, differentiate within it.
• Cluster aggressively, but not blindly. Three thin pages for three similar keywords wastes budget and invites cannibalization. But two keywords with different intent should stay separate even if they look similar.
• Architecture decisions belong here, not in briefing. A new URL pattern or page type shouldn't be a surprise when the writer is halfway through a brief.