If you do SEO content, you've probably come across several different types of content — from simple listicles to in-depth research articles. But to operate a content system effectively (both driving traffic and converting), you need a framework to position the quality of articles and decide how many resources to invest in each topic. Below is a 5-level framework (refer to thinking from Ahrefs but put into practice) — with application, examples and checklist to upgrade content systematically.
Quick summary of 5 levels
Level 1 — Simple Listicles: Quick synthesis, easy to produce, suitable for pulling initial traffic.
Level 2 — Advanced Listicles: More selective, explanatory, practical value.
Level 3 — Deep Dives: Detailed instructions, can be immediately implemented step by step.
Level 4 — Experiments & Surveys: Original data (surveys/experiments), exclusive value.
Level 5 — Research Studies & Original Ideas:Great research, new discoveries, leading the industry.
Why is it necessary to decentralize content?
Not every topic requires effort to create a "10,000 word research paper". Decentralization helps you:
Save resources:Don't waste good people's time on listicles.
Prioritize business impact: Invest heavily in topics that have the potential to bring customers.
Production process: Assign work to the right people, at the right level of investment.
Level 1 — Simple Listicles
Features: Quick lists, attractive titles, basic information compiled from public sources.
Who can write: Interns, content interns, AI tools for drafting.
Advantages: Fast production, easy to A/B titles, easy to go viral.
Limitations: Easy to duplicate content, less likely to retain readers, difficult to transfer change.
When used: Want to create volume content, build topical breadth or cover long-tail queries.
Optimize upgrades: Add short practical experiences, illustrations, internal links to pillar pages.
For example: “Top 8 WordPress plugins needed for small stores” — can be produced quickly, but needs more practical experience to increase value.
Level 2 — Advanced Listicles
Features: Shortlist, with analysis, pros/cons; Writers have selection criteria.
Who can write: Experienced content writers + people who understand the industry.
Advantages: Increases trust, higher CTR than regular listicles, suitable for suggested buying content.
Limitations: More time consuming than level 1 but still not deep-dive.
When used: Want to suggest tools, services, or “comparisons” quick” for those about to buy.
Optimized upgrade: Add comparison table, small case, link to product/service page.
Example: “7 SEO tools for SMEs (why we choose them)” — with short explanation, basic usage instructions.
Level 3 — Deep Dives (In-depth guide)
Features: “Handbook” content — step by step, FAQ, checklist, reference documents.
Who can write: Professional people (senior writer, expert/practitioner).
Advantages: Retains readers for a long time, easy to get natural backlinks, increases E-E-A-T.
Limitations: Higher time/human resources costs; Needs to be updated regularly.
When used: For pillar pages, money pages, customer onboarding documents.
Optimized upgrades: Add templates, downloadable checklists, video tutorials, illustrative data.
For example: “Technical SEO guide for e-commerce websites — handling duplicates, schema, crawl budget.”
Level 4 — Experiments & Surveys
Features: Data created by you — surveys, A/B experiments, real-life analysis.
Who can do it: Team with the ability to collect & analyze data.
Advantages: Unique value, easy to go viral in the community, attract industry backlinks.
Limitations: Expensive, need a large enough sample to conclude news Trusted.
When used: Want to build brand authority, PR, or prove service effectiveness.
Optimize upgrades: Publish PDF reports, visualization (chart), press release.
For example: “Survey of 500 Vietnamese SMEs: which channel brings the best leads in 2025”.
Level 5 — Research Studies & Original Ideas
Characteristics: Big research, methodology, new discoveries can change the way the industry works.
Who can do it: Group with research background, big data, expertise price.
Advantages: Peak authority; Content has the ability to be cited throughout the industry, receive speaking invitations, and generate high-value leads.
Limitations: Very resource-consuming; Risky if the method is not sure.
When used: When you want to build your brand into a thought leader, or have long-term resources.
Optimize upgrades: Publish whitepaper, academic collaboration, publish open data.
For example: “Analyzing 2 million SERPs: what factors increase the possibility of reaching the top in 2025”.
How to decide on level production what level? — Framework BREW
To choose the appropriate level for each topic, use BREW:
B — Business potential: Potential for conversion/revenue contribution.
R — Reach: Number of people reached (volume & audience fit).
E — Effort: Resources needed to invest (time, cost, experts).
W — Who:Who will implement (team expertise).
BREW application process:
Evaluate each factor on a scale of 1–5.
If B high + Reach moderate + Effort medium, prioritize level 3 or 4.
If B low + Reach high + Effort low, choose level 1 to cover keywords.
Practical example: With the topic “SEO for sales website” (B high, Reach medium, Effort high, Who = expert) → invest level 4 (experiment/verification) or level 3 if there is no data.
Strategy mix-content: short-term & long-term balance
An effective content calendar should have:
60% level 1–2 (volume, fast traffic collection)
30% level 3 (pillar, conversion)
10% level 4–5 (exclusivity, PR, authority)
You can reuse a level 5 research into multiple level 1–3 articles (extract insights, listicles, how-to), maximizing ROI for great content.
Checklist for upgrading articles — from level 1 to level 2/3
Add selection criteria (why yes/why not).
Add practical examples (short case studies).
Add FAQ & schema (FAQ, Article).
Add internal links to pillar pages.
E-E-A-T check: author, clear references.
Optimize UX: table of contents, jump-links, illustrations.
How can small teams implement this framework?
Assign according to ability force:interns make listicles; senior writer + deep-dive expert.
Optimize workflow: Standard briefing (objective of article – BREW score – outline – data source).
Use templates: publishing checklist, schema snippets, technical QA.
Monitor performance: GSC/GA4/Heatmap to measure on-page time, bounce, CTR.
Agencies like Tan Phat Digital apply this model to balance content volume and content pillars that have a revenue impact — helping customers have both stable traffic and converting content.
It is not always necessary to “level up to level 5”. A smart content strategy is to invest selectively: use levels 1–2 to cover topics, levels 3 for retention & conversion, levels 4–5 to build long-term authority. Use BREW to make informed decisions, not based on emotions. And always remember: readers > search engines — content must serve the real needs of users to be sustainable.
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