Content Engine Build Playbook
Build a self-sustaining content engine — from SEO audit to comparison pages to city guides to social distribution.
Why this playbook
A content engine isn't one page — it's a system. This playbook builds the full pipeline: identify what to write (SEO audit), generate high-value page types (comparisons, city guides), and distribute them (social packs). Each step feeds the next.
The difference between 'we published some content' and 'we have a content engine' is repeatability. This playbook produces a reusable pipeline you can run monthly — new audit, new pages, new distribution — with minimal manual intervention.
Designed for the team that wants to go from 0 to 50+ high-quality pages in a single sprint.
Prerequisites
- Claude Code with web browsing capability
- Target site URL (your own site)
- Google Search Console access for data-driven prioritization
- A publishing workflow (CMS, git, or static site generator)
Input requirements
| Input | Type | Required | Description |
|---|---|---|---|
| Target site URL | URL | Yes | Your site's root URL. The audit crawls all public pages and identifies content gaps. |
| Competitor URLs | URL[] | Yes | 2-5 competitor sites. The audit compares your keyword coverage against theirs to find gaps worth targeting. |
| Target cities | string[] | No | Cities to generate guides for (e.g., 'Bali', 'Bangkok', 'Singapore'). Skipped if not relevant to your domain. |
| GSC performance export | CSV | No | Last-90-day performance report from Google Search Console. Enables impression-weighted prioritization. |
Step-by-step workflow
Audit your site and identify content gaps
Open promptThe foundation of the engine. This prompt crawls your site, compares against competitors, and produces a prioritized list of keyword gaps, technical issues, and content opportunities.
The audit output includes a 'page generation queue' — a ranked list of pages to create, each with a target keyword, estimated search volume, and suggested page type (comparison, guide, glossary, etc.).
Generate comparison pages for top keyword gaps
Open promptFeed the top 5-10 keyword gaps from the audit into the comparison writer. Each gap becomes a structured comparison page: feature table, pros/cons, verdict, and 'when to pick each' section.
Comparison pages are the highest-ROI content type for keyword gaps — they capture high-intent search traffic and convert well because they answer the exact question the searcher has.
Generate city guides for location-based gaps
Open promptIf your audit identified location-based keyword gaps, this step generates city guides. Each guide includes venue categories, area breakdowns, and local tips formatted for both humans and search engines.
Skip this step if your domain isn't location-dependent. The page generation queue from step 1 will tell you if city guides are relevant.
Build social distribution for all new pages
Open promptThe final step generates platform-optimized social posts for every page created in steps 2-3. Each post is tailored to its platform: threads for X, professional posts for LinkedIn, discussion-starters for Reddit.
This closes the loop: audit → create → distribute. Schedule the social posts over 2-4 weeks for sustained traffic rather than a single-day spike.
Expected outputs
SEO audit + page generation queue
Full site audit with prioritized page generation queue: keyword, volume, page type, priority score.
Produced by step 1Comparison pages
5-10 structured comparison pages ready to publish, each targeting a specific keyword gap.
Produced by step 2City guides
Location-based guides with venue categories, areas, and local tips. Generated only if audit identifies location gaps.
Produced by step 3Social distribution pack
Platform-optimized posts for X, LinkedIn, Reddit, and HN — one set per new page.
Produced by step 4Tool requirements
- Claude Code with web access
- Google Search Console access (recommended)
- Target site URL
Troubleshooting
Audit produces too many low-priority gaps
City guide generator produces generic content
Social posts feel repetitive across pages
Share as social post
Content Engine Build Playbook 4 steps, 2-3 hours. Build a self-sustaining content engine — from SEO audit to comparison pages to city guides to social distribution. https://agntdot.com/playbooks/content-engine-playbook
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