Audience research
Who you're writing for, what they need and what questions they ask.
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A content strategy that gives every post a purpose
Publishing more content isn't the answer if it isn't going anywhere. We build a content strategy that connects what you publish to who you want to reach and what you want them to do.
Without a strategy, content becomes busywork
Many businesses post because they feel they should, choosing topics at the last minute and hoping something works. The result is a lot of effort with little to show for it.
A content strategy decides in advance what you'll talk about, for whom, on which channels and why, so every piece moves your business forward.
- You often don't know what to post next
- Your content gets likes but not enquiries
- Each channel feels like a separate project
- You can't tell which content is actually working
What's included
Goals and measures
What content should achieve, and how we'll know it's working.
Content pillars
The core themes your brand will be known for.
Channel plan
What to publish on your website, social media, email and YouTube, and how often.
Tone of voice
How your brand writes, with clear do's and don'ts.
Content audit
A review of your existing content: what to keep, update or retire.
How it works
Discover
We learn about your business, goals, audience and current content.
Research
We study audience questions, search demand and competitors' content.
Plan
We define pillars, channels, formats and a realistic schedule.
Activate
We turn the strategy into a calendar and start creating.
What you get
Your proposal confirms exactly what's included for your business.
- Content strategy document
- Audience profiles and key questions
- Content pillars and topic ideas
- Channel plan and posting frequency
- Tone of voice guide
- Measurement plan
When you need a content strategy
Starting content marketing
Begin with a clear plan instead of trial and error.
Content that isn't converting
Refocus your content on your customers and goals.
Expanding to new channels
Add a blog, YouTube or LinkedIn with a clear purpose.
A growing team
Give writers and designers a shared direction.
Content Strategy FAQs
How is a content strategy different from a content calendar?+
The strategy decides what you'll talk about and why. The calendar schedules specific pieces and dates. We usually create the strategy first, then the calendar.
Do we need a strategy for social media only?+
Even if you only post on social media, a strategy keeps your content focused and consistent. We scale it to the channels you use.
How often should the strategy be reviewed?+
We recommend reviewing it every few months, or when your goals, offer or audience change.
Will you also create the content?+
Yes. Our writers, designers and editors can produce the content in your strategy, or your team can use it in-house.
Let's plan content that goes somewhere
Tell us what you need to say and who you need to reach. We'll suggest the right mix of strategy and writing.