Clear, owned outputs.
- Content audit with keep, improve, merge or retire decisions
- Audience question map
- Content pillars and format plan
- Editorial calendar template
- Governance and workflow documentation
A content strategy decides what you publish, for whom, where and why — and just as importantly, what you don't. We audit what you already have, research what your audience needs and set out themes, formats, channels and responsibilities so every piece has a purpose.
The problems Content Strategy solves.
Audience research, content audits, themes, formats and governance in one plan.
Content decisions are made piece by piece, with no overall direction.
Old, duplicate and outdated content sits alongside new work.
Different teams publish in different styles and quality levels.
Nobody owns updating or retiring content.
What Content Strategy covers.
Content audit
An inventory of existing content with performance and quality notes.
Audience and question research
What each audience needs to know at each stage.
Themes and pillars
A small number of subjects you can credibly own.
Format and channel plan
Which formats suit which channels and goals.
Editorial process
Briefing, review, approval and publishing workflows.
Governance
Ownership, update cycles and retirement rules.
The decisions behind a content strategy.
A content strategy decides what you publish, for whom and why — and, just as importantly, what you won't publish.
- Audience needs
- The questions customers ask at each stage, gathered from sales calls, support tickets and search data.
- Content pillars
- Three to five themes the brand owns, each linked to a business goal.
- Voice and standards
- How the brand writes, with examples, so every contributor sounds consistent.
- Governance
- Who briefs, writes, reviews and approves, and how long each step should take.
- Measures
- What success looks like for each content type, from search visibility to assisted conversions.
Why it's worth it.
Purposeful content
Every piece serves an audience need and a business goal.
Less waste
Effort stops going into content nobody needs.
Consistency
Teams publish to the same standards and voice.
When Content Strategy is the right move.
- A website with years of accumulated, inconsistent content.
- A company starting a content programme for the first time.
- Several teams or regions publishing without coordination.
Technologies & platforms
- Google Analytics 4
- Screaming Frog
- Semrush
- Airtable
- Notion
- Google Sheets
How Content Strategy work runs.
- 01
Understand
Audience questions, business goals, existing content and subject-matter experts.
- 02
Plan
Themes, formats, channels and a calendar agreed with you.
- 03
Create
Interviews, drafts, design and production, reviewed for accuracy and voice.
- 04
Distribute
Publishing, search optimization, email, social and paid promotion.
- 05
Learn
Performance review and updates to the plan and to existing content.
Content Strategy questions.
Is a content audit really necessary?
Usually, yes. Knowing what you have, what performs and what is outdated prevents duplicating effort and often reveals quick wins.
How long does a content strategy last?
The core — audiences, pillars and governance — should hold for a year or more. The calendar and priorities are reviewed quarterly.
Can the strategy cover social and email as well as the website?
Yes. A good content strategy covers every channel where you publish, so pieces are planned once and reused well.
Talk to us about content strategy.
Send us your current content strategy plan, or the problem you want it to fix. We'll reply with what we would do first and why.