Marketing · Content Strategy
Three things you are willing to be known for.
Content strategy decides what you say before anyone decides how to say it, so every post, article and email pulls in the same direction.
The problem
Without a strategy, content becomes whatever is easiest to post this week. It fills the feed without building a reputation for anything in particular, and nobody can tell which pieces brought a customer in.
What is included
- The three topics you will be known for, chosen from what your best customers ask
- A content map: which questions become posts, articles, emails and videos
- Search research on what people look up before they buy
- A publishing rhythm that fits the time you actually have
- A quarterly review of what brought enquiries and what did not
Judged on
Enquiries that mention a piece of content, and search traffic to it
A body of work that answers the questions people ask before they buy, so they arrive already persuaded.
How it runs
- 01
Listen
Your customers' questions, objections and words, gathered from calls, reviews and messages.
- 02
Choose
Three themes that are true to the business, worth being known for, and lead to what you sell.
- 03
Map
Each theme broken into pieces for each channel, with a clear next step at the end of every one.
- 04
Refine
Every quarter, the pieces that led to enquiries are extended and the rest are cut.
Works with
Questions
Strategy decides what to make and why; creation makes it. Creation without a strategy is how feeds fill up with posts that go nowhere.
Less than you think. A few pieces that answer real questions well do more than a daily post that says nothing.
Want this built properly?
Fifteen minutes on your numbers, and a straight answer on whether this is the right place to start.