Content Strategy
Plan smarter, publish better, grow faster.
What is Content Strategy?
Content strategy is the blueprint for creating, delivering, and managing content that drives your business goals. It’s about more than just producing blogs or social posts - it’s about understanding your audience, addressing their needs, and aligning every piece of content with your objectives.
Why is Content Important?
For Your Organisation
Content strategy ensures every piece of content serves a purpose, reducing wasted effort and maximising ROI. By identifying your target audience and understanding their journey, you can create tailored content that speaks directly to their needs.
For Your Customers
Your audience expects valuable, relevant, and engaging content that helps them solve problems or make decisions. A well-planned content strategy ensures your brand consistently delivers on these expectations.
A tested process
1. Audit
Sometimes you will already have a clear problem identified, and we can work from there. But most the time we'll need to perform an audit first to gather a list of things we need to address.
2. Resources & Planning
From the audit we'll prioritise based on resources, who is involved, the impact of the issue and how much time we have. This stage is important for managing expectations.
3. Delivery
I deliver too - either working as a project manager within your team or I'm also happy to get stuck into the work myself. Whatever is best for your business is ultimately what we will go with.
What Does a Content Audit Contain?
My content strategy audit evaluates your current approach and identifies opportunities to align your content with both audience needs and business goals.
I start by analyzing your existing content to assess what’s working and what isn’t. This includes evaluating performance metrics like traffic, engagement, and conversions to identify high-value assets and underperforming areas.
I conduct audience research to understand your target demographic’s preferences, pain points, and search behavior. This ensures your content speaks directly to their needs.
I map out your content’s alignment with the customer journey, ensuring you have the right resources for each stage—from awareness to decision-making.
I review keyword targeting to identify gaps and opportunities. Using tools like Ahrefs, I research high-potential topics and terms that align with your audience’s interests.
I evaluate your content distribution channels, assessing how effectively you’re leveraging platforms like search engines, social media, and email to reach your audience.
I assess content quality, focusing on clarity, relevance, and engagement. This includes reviewing headlines, formatting, and visual elements to ensure your content captures and retains attention.
I identify content gaps and opportunities for new topics, formats, or approaches to fill unmet needs and capitalize on emerging trends.
I create a content calendar framework to guide your publishing efforts, ensuring consistency and alignment with your goals.
How I approach Content Strategy
Content strategy is a combination of a one-off project and an ongoing process. I begin with a comprehensive audit and roadmap to set clear priorities and actionable next steps. From there, I can work with you on an ongoing basis to refine your strategy, track performance, and adapt to changes in your audience’s needs or market trends. This approach ensures both immediate results and long-term success.
Measuring the value of Creating Content
More traffic
Purpose: Increase audience reach
Metric: Organic traffic tracked in Google Analytics
Goal: Steady month-over-month traffic growth
Impact: A larger audience generates more leads and opportunities for revenue
Engagement
Purpose: Improve content effectiveness
Metric: Engagement metrics like bounce rate and time on page
Goal: Reduce bounce rates and increase session duration
Impact: Engaged users are more likely to convert into customers
Relevance
Purpose: Align content with search intent
Metric: Ranking keywords tracked in Semrush or Ahrefs
Goal: Increase the number of high-ranking keywords
Impact: Higher rankings drive more qualified traffic to your site
Conversions
Purpose: Drive lead generation
Metric: Form submissions or newsletter signups
Goal: Increase the number of leads generated from content
Impact: More leads mean more opportunities for sales and growth
