What is content strategy?
Content strategy is the planning stage that comes before any writing happens.
Identifying which topics, pages, and keywords will actually bring in the right traffic for your business, how they should be structured, and in what order they're worth tackling.
It's the difference between publishing content because it seemed like a good idea, and publishing content because the research shows it'll work.
Getting the strategy right matters more than the writing itself. A well-written page built around the wrong topic still won't perform - a clear, research-backed plan is what makes sure the writing (whoever does it) is actually pointed somewhere useful.
A lot of underperforming content isn't badly written - it's just aimed at the wrong thing.
Pages built around guesswork rather than what people are actually searching for, topics chosen because they seemed relevant rather than because they'd bring in traffic, or gaps left entirely because nobody mapped out what should exist in the first place.
Who is this for?
Content strategy tends to matter most at a specific moment - when you know content needs to happen, but not what, or where to start.
This tends to be the right fit if:
- You know you need more content, but aren't sure what it should actually be about
- You've got a blog or resource section that's grown without much direction
- You have writers or an in-house team, but no one setting the strategic direction
- You want your content to perform well in both traditional search and AI tools
- You're launching new services or pages and need a clear content plan to work from
If you already have a content strategy in place and just need occasional writing support, we can help with that too.
How it works
Strategy comes before writing, always. Here's what that looks like from research through to a published page.
We review what content already exists, identify gaps, and research what your audience is actually searching for.
We map out which topics and pages are worth building, in what order, and why.
You'll get a plan detailed enough for your own team to act on directly, if that's what you need or the plan we will follow as part of our project deliverables.
Where useful, we help populate specific pages ourselves, or guide your team through the process - as much or as little as makes sense.
Onboarding with an ongoing retainer allows content to keep building on what's already working.
What we offer
Content strategy covers everything from the initial research through to getting pages actually live. Here's the full picture, and where the emphasis sits.
FAQs
A few things clients often ask before starting a content strategy project.
Both, depending on what you need. The strategy is the core of what we do - a clear plan of what to write and why. From there, we can write specific pages ourselves, guide your existing team, or work somewhere in between, on an ad hoc basis.
Yes - a lot of clients have that exact setup. We build the strategy and keyword mapping, and your team handles the writing from a clear brief.
Keyword mapping is a core part of the strategy stage - each page is assigned its own primary terms so pages support each other rather than competing for the same searches.
It comes down to starting with the right topic, not the writing itself - content built around what people are genuinely searching for, that answers the core question clearly and early, tends to perform far better than content that's well-written but aimed at the wrong thing. That's why we treat strategy as the first and most important step, with the writing itself built on top of that foundation.
AI tools favour content that answers questions clearly and directly, rather than content written primarily to satisfy keyword density - we plan content with that structure in mind from the start.
Yes - writing support is available as and when you need it, rather than something you have to commit to upfront alongside the strategy.
Not sure what content you actually need?
A content audit and strategy session identifies exactly what to prioritise.
Have a plan, and need help getting it live?
Whether that's writing specific pages or guiding your team through the process, we can help on an ad hoc basis, built around what you actually need.