Build a Trendy Content Knowledge Graph (Topical Map)

In an era where search engines reward depth and relevance over superficial keyword sprinkling, building a **Topical Content Graph** (also known as a **Topical Map** or **semantic content graph**) is an effective way to plan and organise your blog content. A Topical Content Graph helps you visualise the relationships between topics, subtopics, search intent and the buyer’s journey so you can plan content that captures the right audience at the right time. In Part 1 of this series we explained how to use **Reddit and ChatGPT for audience research** and why understanding your audience’s pain points and desires is critical for discovering the **rare and valuable** resources that give you a competitive advantage. Now we’ll turn those insights into a structured, SEO‑optimised content plan.

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What is a Topical Content Graph?

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A Topical Content Graph is a visual representation of how topics and subtopics relate to each other and to the customer’s decision journey. Think of it as a three‑dimensional funnel: each horizontal layer (like the X‑Y plane) represents a cluster of topics with similar search intent or information needs, while the vertical axis maps those topics onto the psychological stages of a buyer’s journey (awareness, consideration, decision). The goal is to ensure that you cover every angle of your subject matter, from top‑of‑funnel questions to bottom‑of‑funnel purchase intent.

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To simplify this mental model, imagine stacking several flat surfaces (funnels). Each surface is dotted with topics and keywords that share a common intent. Moving up or down the stack changes the user’s decision stage – from general questions to more specific, transactional queries. This framework allows you to see gaps in your coverage and plan new articles or updates accordingly.

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Why Build a Topical Content Graph?

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• - Align content with the buyer’s journey. Map topics to awareness, consideration, and decision stages to boost engagement and SEO.
• - Prioritize content creation. Identify which surfaces are sparse to know where to focus your efforts next.
• - Leverage audience insights. Use the rare and valuable topics identified in your VRIO decision stages to ensure you have content for readers at every step.
• - Improve topical authority. Covering an entire topic cluster signals to search engines that you are a trusted source. This is a key part of Google’s E‑E‑A‑T framework (Experience, Expertise, Authority, and Trustworthiness).
• - Plan internal linking strategically. Create a visual map to design a network of links that guide readers logically from one page to another. This approach also helps transform analysis from Part 1 into the seeds of new content clusters, driving differentiation and capturing niche search demand.

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Data & Tools

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To build your Topical Content Graph, you’ll need data from multiple sources and tools:

• ChatGPT prompts for keyword research. Use ChatGPT to generate subtopics, primary keywords, long-tail keywords and semantic entities.
• Keyword tools. Use paid tools like Glimps, SEOgets, Keywords Everywhere and free ones like Google Keyword Planner to validate search volume and difficulty. Aim to identify at least one primary keyword, three to five secondary keywords, and five to ten semantic keywords per topic.
• Google autocomplete and People Also Ask. These features provide real search queries that reveal how users phrase their questions.
• AlsoAsked.com and AnswerThePublic. These tools visualise question clusters and can inspire both headings and FAQs.
• Google Trends. Use trends to confirm seasonality or spikes in search interest.
• Competitor research. Analyse your competitors’ title tags and URLs to discover trending keywords you might have missed.
• VRIO insights. Your VRIO analysis highlights rare and valuable resources and capabilities. These should influence which content pillars you prioritise.
• Responsive tables and image optimisation. When presenting keyword lists or data, use a responsive table generator such as Ianrmedia’s tool. For images, add proper alt text, fig captions and titles. Review image SEO best practices to maximise visibility.

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Understanding Question Types and Attribute Frameworks

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When generating topics and questions, it helps to recognise different question types:

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1. Boolean questions (yes/no) – e.g., “Does this city have a river?”

2. Definitional questions (what/how) – e.g., “What is the population of this city?”

3. Grouping questions (lists) – e.g., “What are the historical sites in this city?”

4. Comparative questions (better/best) – e.g., “Which city has the largest area?”

5. Causal questions (why) – e.g., “Why does this city experience heavy rainfall?”

6. Procedural questions (how-to) – e.g., “How do you get to the city centre from the airport?”

7. Preference questions (opinions) – e.g., “What is the best restaurant in this city?”

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These question categories help you brainstorm content that addresses different information needs. Couple them with the attribute framework for entity analysis:

• Prominence: Is the attribute essential for defining an entity? (e.g., wheels are prominent for a car.)
• Popularity: Does the attribute have high search demand? (e.g., the Bundesliga is popular but not necessary to define Germany.)
• Relevance: How closely does the attribute connect to your specific topic? (e.g., the Bundesliga is relevant to sports in Germany but not to Germany’s population.)

By evaluating each attribute of your topic using these dimensions, you can decide whether to include it in your content or leave it out.

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Step‑by‑Step Guide to Building a Topical Content Graph

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• Topic exploration & subtopic generation. Start with a seed topic (e.g., “content marketing strategy”). Ask ChatGPT: “What are the top 10 most popular subtopics related to content marketing strategy?” This first pass surfaces broad categories such as content types, distribution channels and measurement.
• Expand on subtopics. For each subtopic, prompt ChatGPT: “What are the top 10 subtopics related to [subtopic]?” You’ll uncover deeper branches (e.g., blog post formats, video marketing tactics). Repeat this expansion until you reach highly specific angles.
• Generate keywords. Use ChatGPT to list the most popular primary keywords for each topic and subtopic. Then ask it for long-tail variations and semantically related keywords and entities. Validate with Semrush or Keyword Planner and select at least one primary keyword, 3–5 secondary keywords, and 5–10 semantic keywords per topic cluster.
• Generate question-based keywords. Ask ChatGPT to produce questions for each topic. Refine to remove duplicates and group them by the question types outlined above. Use these question keywords to craft FAQs and informational content.
• Alphabet soup method. To find even more keywords, prompt: “Give me popular keywords that include the term [seed] and the next letter of the word starts with [letter].” Repeat for A–Z. This systematic pass surfaces unexpected variations.
• User personas & searcher intent. Identify personas (e.g., beginner blogger, content strategist, marketing manager) and ask ChatGPT to list keywords and questions each persona might search. Group keywords by search intent (informational, commercial investigation, transactional, navigational) to decide the most suitable content type (guide, comparison, product page).
• Map topics onto the 3D funnel. Place your keywords and subtopics onto the Topical Content Graph. Each horizontal plane holds topics with similar intent (awareness, consideration, decision). Use scatter dots across the plane, then organise vertical connections that show how a reader progresses from general knowledge (top-of-funnel) to deeper investigation (mid-funnel) and finally to purchase or action (bottom-of-funnel).
• Design internal links & calls-to-action. Once your graph is mapped, plan internal links that guide readers from top-of-funnel pages to more detailed content. Align calls-to-action at each stage (e.g., subscribe to a newsletter at awareness, download a guide at consideration, purchase or contact sales at decision)

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Conclusion & Next Steps

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Building a Topical Content Graph requires effort, but it pays off with a structured content plan that covers the entire spectrum of user needs. By combining ChatGPT-driven keyword research, real-world data from Google and social tools, and strategic frameworks like VRIO and the 3D funnel, you can map out an ecosystem of articles that attract and convert your target audience.

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