How much content should we build?

This is a deep-dive and process list of how HandBuiltBrands develops our content plan for website buildouts targeting search engine optimization (SEO), AI or Generative Engine Optimization (GEO) [or it’s sometimes referred to as Answer Engine Optimization (AEO]. The Content Plan is the key strategic and planning document in our Blueprint, our Go-to-market Plan.

Phase 1: The Setup

We aren't here to pick a random number of blog posts; we are here to calculate your "Content Metabolism."

The right frequency isn't about what's ideal; it's about balancing your internal friction against your external opportunity.

To do this, we are going to look at three specific pillars: your Physics, your Opportunity, and your Business Reality.

Pillar 1 - Operational Physics (Can We?)

First, let's look at your approval speed: be honest, can you review and approve a draft in 24-48 hours, or does it usually take a week or more?

Next, consider legal and compliance: are there friction layers we can't avoid, like a legal team that needs to see every comma?

Now, let's talk about your Subject Matter Experts (SMEs): are they eager to jump on calls with us, or are they "ghosts" who are hard to pin down?

Based on those answers, we determine if your internal engine is built for a Sprint (High Velocity) or a Marathon (Moderate Velocity).

Pillar 2 - Opportunity & AI Gap (Should We?)

Now we look at the external urgency: if I ask ChatGPT or Gemini about this specific topic, do they know you exist, or is it a "void"?

If the AI has no idea who you are, we have a "Critical Mass" problem that requires immediate volume to fix.

Let's look at your competitors: is the existing content online outdated and shallow, giving us a chance to win quickly?

Finally, how deep is the topic itself: is this a nuanced subject where we can demonstrate deep expertise, or is it fairly standard news?

Pillar 3 - Business Reality (Why?)

We need to align this with your bank account: does this topic support the top 20% of services that drive 80% of your revenue?

Let's check your fulfillment capacity: if we are successful and bring you 50 new leads next month, can you handle them without breaking?

If you are already at capacity, we should slow down; if you are starving for leads, we need to speed up.

The Diagnosis & Roadmap

Now, let's look at where your answers intersect on the matrix.

If you have high revenue urgency but low SME availability, we need to run a "Guerrilla Sprint" using mostly desk research to get you visible.

If you have high urgency and high availability, we enter the "Foundation Sprint" phase to build critical mass immediately.

If you have established authority and moderate urgency, we settle into the "Authority Maintenance" phase, focusing on depth over volume.

Does this recommended pace feel like something your team can actually sustain over the next 12 months?

How to get there

Defining the "Future State"

Let's fast forward 12 months: if this website is the absolute best resource on the internet for what you do, what specific topics are fully covered?

We’ll detail every product/service, sub-service, and common question that needs to exist for that "Future State" to be true.

The Audit & Prioritization

Now, look at that list and circle the topics that directly support the top 20% of your revenue—the things that keep the lights on.

Of those revenue-critical topics, put a star next to the ones that are currently missing from your site or are "invisible" to AI crawlers.

This group of "Circled and Starred" topics represents your "Critical Mass"—the urgent content gap we must close immediately.

Building the initial Plan (The Ground Floor Sprint)

We are going to take that "Critical Mass" list and slot it into The Ground Floor Sprint, aiming for .

To achieve this speed, we will assign these topics a "strategic, high leverage SME load," focusing on static "Definition and Process" pages we can write via desk research.

We calculate the exact cadence by understanding what you can handle from a review/editing/approval standpoint and balance that with what the business and the opportunity needs.

Building the ongoing Plan (The Expansion)

Next, we identify the topics that your sales team is always explaining in meetings—the objection handlers and "middle-funnel" gaps.

We move these into The Expansion, sometimes slowing our pace to "Medium Frequency.”

The goal here shifts from "Indexing" (being found) to "Context" (teaching AI how you solve problems differently).

Building the Content Freshness Plan (Authority Maintenance)

Finally, look at the topics that require deep nuance, strong opinions, or complex storytelling—the "Elite Expertise" pieces.

We schedule these for Q3: Authority Maintenance, dropping the frequency to "Steady" (Monthly) so we can invest heavy "SME Load" into making each one a masterpiece.

The Final Output

Now we have a calendar where the volume of content matches the urgency of the business need, rather than just filling slots.