In my experience, content teams let one broad idea drive their editorial calendar. It’s not a bad approach – it’s just missing a key ingredient: depth.

Here’s what I mean. Let’s say you’re a B2B insurtech company and want to capture your audience at the start of their journey. It makes sense – you’re answering the questions they have now to build trust, so when they need business insurance down the line, they’ll think of you. Your editorial calendar might include topics like “how to start a yoga business,” “how to get a business loan,” “is now a good time to start a side business,” and “how to get a real estate license.”

This approach targets a range of industries and reaches people right where you want to meet them.

Now, suppose a reader lands on your post about how to start a yoga business. It might cover a snapshot of questions they have, like getting certified as an instructor, finding a location, or setting up a business plan. But if it’s only a few paragraphs on each point, it doesn’t really build trust or show you understand the path they’re on. They’re left wanting more – and might go elsewhere to find it.

That’s why you need to go deeper.

After your main article on starting a yoga business, follow up with pieces on defining a vision, creating a business plan, getting certified as an instructor, choosing the right location, setting up pricing, and marketing their services. Then, take it further with articles on building a brand, managing legal essentials, growing client relationships, and expanding into online classes or retreats.

When you create this kind of in-depth content cluster, you’re not just ranking for keywords – you’re showing your audience that you get their journey and have answers they can rely on, every step of the way.

– Amy