Walk a new topic from idea to cluster fit
Evaluate whether a content idea deserves a new cluster page, a pillar update, or a later backlog slot.
New idea A product marketer suggests content scorecards after three sales calls mention reporting. It sounds timely, but the cluster already has a reporting pillar and two adjacent posts. Your decision determines whether the topic strengthens the cluster or becomes another overlapping draft. Three-gate test Pillar fit → distinct intent → calendar support Move through the architecture question first, then the SEO question, then the execution question. Bad shortcut Assign a writer because the topic sounds strategic. If one gate fails, the idea may still matter, but it may belong as an update, merge, or backlog item. New pages earn…
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