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When a client wants to branch into a new keyword domain how do you go about strategizing keyword clusters? (I'm talking: how to decide what will be the pillar, the spokes, balancing ToF --> BoF type content, etc. I'm curious how @Ross Simmonds would approach this start.
It all starts with research.
I'd learn what the clients hypothesis is first and foremost and why they want to do this. From there, I'd get a better understanding of the Total Addressable Market for the keyword and variations associated with it --> Conduct a bit of competitor analysis to determine what we're up against --> Review the search intent behind some of the phrases --> Use that to gauge / bucket content into different categories (funnel + pillar + etc) and then decide from there how to prioritize the content creation efforts using research that brings to life both SEO data and business data.