Content Architecture

Silo 1: Home Services Marketing Strategy

Pillar Page

Title: The Complete Guide to Home Services Marketing: Strategy, Channels, and Execution for HVAC, Plumbing, and Electrical Companies

Word Count: 3,500+ words

Target Audience: Home services company owners, marketing managers, PE operating partners

Primary CTA: "Schedule a Marketing Strategy Session"

Lead Magnet: Marketing Maturity Assessment (Interactive Quiz)

Pillar Content Outline:

• The unique dynamics of home services marketing
• Customer journey mapping for emergency vs. planned services
• Building a marketing foundation: brand, positioning, and messaging
• Channel mix strategy for home services
• Seasonality planning and budget allocation
• Measuring what matters: KPIs that drive growth
• Common mistakes and how to avoid them
• Building vs. outsourcing your marketing function

Cluster Articles (10)

#	Article Title	Intent	Links to Pillar Section
1.1	How to Build a Home Services Marketing Plan: A 90-Day Framework	Informational	Marketing foundation
1.2	Emergency vs. Maintenance Marketing: Different Strategies for Different Customer Needs	Informational	Customer journey
1.3	Seasonal Marketing Calendar for HVAC Companies: Month-by-Month Planning Guide	Transactional	Seasonality planning
1.4	Home Services Brand Positioning: Standing Out in a Crowded Local Market	Informational	Brand and positioning
1.5	Marketing Budget Allocation for Home Services: Where to Spend Your First $50K	Transactional	Budget allocation
1.6	The Home Services Customer Journey: Touchpoints That Drive Conversions	Informational	Customer journey
1.7	In-House vs. Agency: When Home Services Companies Should Build Internal Marketing Teams	Commercial	Building vs. outsourcing
1.8	Local SEO for Home Services: The Foundation of Organic Lead Generation	Informational	Channel mix
1.9	Reputation Management for Home Services: Turning Reviews into Revenue	Informational	Channel mix
1.10	Marketing Technology Stack for Home Services: Essential Tools and Integrations	Commercial	Marketing foundation

Internal Linking Map:

                    [PILLAR: Home Services Marketing Strategy]
                                    |
            +-----------+-----------+-----------+-----------+
            |           |           |           |           |
         [1.1]       [1.2]       [1.5]       [1.7]       [1.10]
       Marketing   Emergency    Budget      In-House    Tech Stack
         Plan      vs. Maint   Allocation   vs Agency
            |           |           |           |
            +-----[1.3]--+-----[1.6]--+-----[1.8]-----+
                Seasonal     Customer      Local
                Calendar     Journey        SEO
                    |           |           |
                    +----[1.4]---+----[1.9]--+
                        Brand       Reputation
                      Positioning   Management
      

Cross-Silo Links:

• 1.5 (Budget) → Silo 5 (ROI/Measurement)
• 1.7 (In-House vs Agency) → Silo 6 (Team Building)
• 1.8 (Local SEO) → Silo 4 (Channel Optimization)

Silo 2: PE/M&A Marketing Due Diligence

Pillar Page

Title: Marketing Due Diligence for Home Services Acquisitions: A Comprehensive Framework for PE Firms and Strategic Buyers

Word Count: 4,000+ words

Target Audience: PE firm deal teams, operating partners, HoldCo executives, investment bankers

Primary CTA: "Engage Jay Street for Marketing Due Diligence"

Lead Magnet: Marketing Due Diligence Checklist (50+ Items PDF)

Pillar Content Outline:

• Why marketing due diligence matters in home services M&A
• The marketing due diligence framework: 7 key areas
• Evaluating customer acquisition infrastructure
• Assessing marketing team capabilities and dependencies
• Technology and data evaluation
• Brand equity and reputation analysis
• Identifying value creation opportunities
• Red flags that signal marketing risk
• Post-acquisition integration planning
• Case studies: What good and bad looks like

Cluster Articles (10)

#	Article Title	Intent	Links to Pillar Section
2.1	Marketing Red Flags in Home Services Acquisitions: What PE Firms Must Investigate	Commercial	Red flags
2.2	Evaluating Marketing Team Quality During Due Diligence: Questions to Ask	Informational	Team capabilities
2.3	Customer Concentration Risk in Home Services Marketing: How to Assess Lead Source Dependency	Informational	Acquisition infrastructure
2.4	Marketing Technology Assessment for M&A: Evaluating Martech Stack Value	Commercial	Technology evaluation
2.5	Brand Equity Valuation in Home Services: Measuring Intangible Marketing Assets	Informational	Brand equity
2.6	Post-Acquisition Marketing Integration: First 100 Days Playbook	Transactional	Integration planning
2.7	Marketing Value Creation Opportunities: Where PE Firms Find EBITDA Growth	Commercial	Value creation
2.8	Due Diligence Data Room Checklist: Marketing Documents You Need to Request	Transactional	Framework overview
2.9	Google Ads Account Audits for Acquisitions: Finding Hidden Risk and Opportunity	Commercial	Acquisition infrastructure
2.10	Reputation Due Diligence: Assessing Review Profiles and Brand Sentiment Pre-Acquisition	Informational	Brand equity

Cross-Silo Links:

• 2.7 (Value Creation) → Silo 3 (Multi-Location)
• 2.4 (Martech Assessment) → Silo 4 (Channel Optimization)
• 2.2 (Team Evaluation) → Silo 6 (Team Building)

Silo 3: Multi-Location Marketing Operations

Pillar Page

Title: Multi-Location Marketing for Home Services Platforms: Scaling Marketing Operations Across 10, 50, and 100+ Locations

Word Count: 3,800+ words

Target Audience: HoldCo marketing leaders, COOs, PE operating partners, regional operators

Primary CTA: "Schedule a Multi-Location Marketing Assessment"

Lead Magnet: Multi-Location Scorecard (Excel Template)

Cluster Articles (10)

#	Article Title	Intent
3.1	Centralized vs. Decentralized Marketing: Finding the Right Model for Your Platform	Commercial
3.2	Marketing Playbooks for Multi-Location Home Services: What to Standardize	Transactional
3.3	Budget Allocation Across Locations: Data-Driven Approaches to Marketing Investment	Informational
3.4	Technology Stack for Multi-Location Marketing: Tools That Scale	Commercial
3.5	Managing Local Marketing Autonomy: Empowering Operators Without Losing Control	Informational
3.6	Performance Dashboards for Multi-Location Marketing: Metrics That Matter at Scale	Transactional
3.7	National Brand Building for Regional Home Services Platforms	Informational
3.8	Marketing Onboarding for Acquired Locations: Integration Playbook	Transactional
3.9	Vendor Management at Scale: Consolidating Marketing Partners Across Locations	Commercial
3.10	Same-Store Marketing Growth: Strategies for Mature Locations	Informational

Silo 4: Channel Performance Optimization

Pillar Page

Title: Home Services Marketing Channels: A Complete Guide to PPC, LSA, CTV, Direct Mail, and Digital Advertising Performance

Word Count: 4,500+ words

Target Audience: Marketing managers, directors, agency partners, operators

Primary CTA: "Request a Channel Performance Audit"

Lead Magnet: Channel Benchmarks Report (PDF with CPL, conversion rates, ROAS by channel)

Cluster Articles (12)

#	Article Title	Intent
4.1	Google Ads for Home Services: Campaign Structures That Drive Profitable Leads	Transactional
4.2	Google Local Services Ads Optimization: Ranking Factors and Best Practices	Transactional
4.3	Meta Advertising for Home Services: Facebook and Instagram Campaign Strategies	Transactional
4.4	Connected TV Advertising for Home Services: CTV Strategy and Measurement	Informational
4.5	Direct Mail for Home Services: Design, Targeting, and Response Optimization	Transactional
4.6	Nextdoor Advertising for Home Services: Neighborhood-Level Marketing	Informational
4.7	YouTube Advertising for Home Services: Video Strategy and Campaign Setup	Transactional
4.8	Attribution Modeling for Home Services: Understanding Cross-Channel Impact	Informational
4.9	Bing Ads for Home Services: The Overlooked PPC Opportunity	Transactional
4.10	Radio Advertising for Home Services: When Traditional Media Makes Sense	Informational
4.11	Programmatic Display for Home Services: Targeting and Creative Best Practices	Transactional
4.12	Channel Mix Optimization: Balancing Spend Across Marketing Channels	Commercial

Silo 5: Marketing Measurement & ROI

Pillar Page

Title: Marketing Measurement for Home Services: Building a Data-Driven Framework for ROI, Attribution, and Performance Optimization

Word Count: 3,500+ words

Target Audience: Marketing leaders, CFOs, finance leaders, PE partners

Primary CTA: "Schedule a Measurement Framework Assessment"

Lead Magnet: KPI Dashboard Template (Google Sheets)

Cluster Articles (10)

#	Article Title	Intent
5.1	Home Services Marketing KPIs: The Metrics That Actually Matter	Informational
5.2	Call Tracking for Home Services: Implementation and Optimization Guide	Transactional
5.3	Marketing Attribution for Home Services: Models and Implementation	Informational
5.4	CRM Integration for Marketing Measurement: Connecting Leads to Revenue	Transactional
5.5	Marketing Dashboards for Home Services: Building Reports That Drive Action	Transactional
5.6	Cost Per Lead Benchmarks for Home Services: What You Should Be Paying	Informational
5.7	Marketing ROI Calculation for Home Services: Beyond Simple CPL	Informational
5.8	Google Analytics 4 for Home Services: Setup and Conversion Tracking	Transactional
5.9	Lead Quality Scoring for Home Services: Measuring What Converts	Informational
5.10	Board-Level Marketing Reporting: Presenting Performance to Investors	Commercial

Silo 6: Marketing Leadership & Team Building

Pillar Page

Title: Building High-Performance Home Services Marketing Teams: Hiring, Structure, and Leadership for Operators and PE-Backed Platforms

Word Count: 3,200+ words

Target Audience: CEOs, COOs, PE operating partners, HR leaders

Primary CTA: "Explore Fractional CMO Services"

Lead Magnet: Marketing Hiring Playbook (PDF with job descriptions, interview questions, compensation benchmarks)

Cluster Articles (9)

#	Article Title	Intent
6.1	Home Services Marketing Org Charts: Team Structures by Revenue Stage	Informational
6.2	Hiring a Marketing Director for Home Services: Job Description and Interview Guide	Transactional
6.3	Fractional CMO for Home Services: When It Makes Sense and What to Expect	Commercial
6.4	Marketing Agency Selection for Home Services: RFP Process and Evaluation	Transactional
6.5	Marketing Coordinator to Marketing Director: Career Paths in Home Services	Informational
6.6	Performance Reviews for Marketing Teams: Goals, Metrics, and Feedback	Informational
6.7	Building Marketing-Operations Alignment: Breaking Down Silos	Informational
6.8	Recruiting Marketing Talent to Home Services: Competing for Candidates	Informational
6.9	Marketing Leadership Transitions: Succession Planning for Key Roles	Commercial

                        [HOME PAGE]
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        +-------+-------+-------+-------+-------+-------+
        |       |       |       |       |       |       |
     [SILO 1] [SILO 2] [SILO 3] [SILO 4] [SILO 5] [SILO 6]
     Strategy  M&A DD  Multi-   Channel Measure  Team
                       Location          ROI    Building
        |       |       |       |       |       |
        +---+---+---+---+---+---+---+---+---+---+
            |       |       |       |       |
          Cross-silo links based on topic relevance