Build Freshworks' Two-Page Content Strategy Document
Objective: Produce the actual two-page content strategy document the lesson describes, following its 7-step playbook in order, for a real Freshworks buyer segment, graded against countable structural criteria, not vague quality language.
You've just joined Freshworks' content team. The team has been publishing without a written strategy for a year, guessing at what to cover next based on whatever trended that week. Your first deliverable is the document itself, not a brand guide, not a calendar, the decision document the lesson describes.
Follow the lesson's own 7-step playbook in order. Pick ONE audience (the lesson's own worked example is a B2B SaaS team targeting finance directors, pick a real Freshworks buyer instead, for example IT admins at small companies evaluating helpdesk software before a renewal deadline). Every section must be filled in specifically, not aspirationally.
Before you start
What you'll need
Free path (everything below is enough to finish)
Free workspace holds a two-page doc with no paid plan required
Free and directly matches the lesson's own advice to combine search console data with sales objections when building the journey map
Paid upgrades (optional, faster/deeper)
Search Console's free query data is enough to write every section of this document. SEMrush is a depth upgrade for a real production team, not a requirement here.
Only useful once Search Console's own query data feels too thin, not required to complete the brief
Final deliverable
A two-page content strategy document for Freshworks covering all 7 steps from the lesson's playbook, saved as a shareable doc.
See a reference example
AUDIENCE Design-conscious first-time glasses buyers, aged 25-40, who need new prescription glasses within 30 days and are nervous about ordering eyewear online without trying it on first. PILLARS (3) 1. 'Home Try-On, Explained' — Unaware stage. Repurpose: pillar guide -> 4 Instagram Reel scripts, 1 welcome-series email. 2. 'Frame Shape for Face Shape' — Evaluating stage. Repurpose: pillar guide -> 1 interactive quiz landing page, 3 Pinterest pins. 3. 'What Happens If They Don't Fit' — Ready to Buy stage. Repurpose: pillar guide -> 1 FAQ page section, 1 retargeting email. CHANNELS (2 max) SEO / organic search + email newsletter. No paid social, no podcast, no third channel. CADENCE 1 pillar post every 2 weeks, sustainable for 12 months without burning out a 2-person content team. WILL NOT PUBLISH - Frame trend roundups with no styling guidance attached - Founder-story content with no reader-facing utility - Any post whose only purpose is a coupon code SUCCESS METRICS PER FORMAT - Pillar guides: organic sessions + home try-on starts at 90 days - Retargeting email: click-through rate at 7 days, not opens
Success criteria
You're done when you can:
- Names exactly one primary audience segment with a specific job-to-be-done sentence (a real title, company size range, and a stated pain), not a list of personas
- Includes at least 3 named content pillars, each stating which of the 3 journey stages (Unaware / Evaluating / Ready to Buy) it serves
- Each of the 3+ pillars has an explicit repurposing plan written as 'Format A -> Format B, Format C' (e.g. 'Pillar SEO post -> 3 LinkedIn posts, 1 email send')
- No more than 2 channels are named for the whole strategy, matching the lesson's two-channel-max rule
- States a cadence as a specific number of pieces per specific time unit (e.g. '1 post per week'), not a vague word like 'regularly'
- The 'will not publish' list names at least 3 specific exclusions, not one generic line
- At least 2 different content formats each have their own distinct, named success metric, not one blanket KPI applied to everything