Content
strategy.
A plan for what you say, to whom, where and how often. Each piece has a job, and one good idea feeds many of them.
What’s included
(06)You publish a lot and cannot say what any of it is for, or which of it is working.
-
Audience and questions
Who you are writing for, and the questions they already ask your sales and support teams. Those questions become the first list of topics.
-
A job for every piece
Each piece is planned to do one thing: be found, help someone compare, help them decide, or help them use what they bought.
-
Channels and formats
Where each audience actually reads or watches, and which formats belong there. We drop the channels that are not earning their effort.
-
One idea, many pieces
A single well-researched idea planned into a guide, posts, a short film and a newsletter, so the thinking is done once.
-
A pace you can keep
A publishing rhythm sized to the people and budget you have, so the calendar still holds in month ten.
-
What to measure
The actions that show content is working, such as replies, sign-ups and enquiries, in place of views and likes on their own.
When you need it
- Your team posts because the calendar says so, not because there is something to say.
- Every channel has a different tone and nobody owns the whole picture.
- You report reach and likes, but cannot link content to a single enquiry.
- A big launch is coming and you need months of content from one plan.
How it runs
(04)You get a written scope, a fixed price and a start date before anyone begins.
-
Listen
Interviews with your team and a review of what you have published, what customers ask and what competitors already cover.
-
Choose
The audiences, the topics and the channels you will focus on, with the ones you will stop written down too.
-
Plan
Pillars, formats and a calendar, with each piece given its job and the action it should lead to.
-
Hand over
A plan your team can run, with briefs for the first batch and the measures to check it against.
What you leave with
- Audience and topic map built from real customer questions
- Content pillars with a job for each format
- Channel plan, including what to stop
- A publishing calendar sized to your team
- Briefs for the first batch of pieces
- The measures that show whether it is working
Start your project with us
FAQ
Answered questions.
Who you are speaking to, what you will say, where you will say it and how often. Each piece gets a job and a measure. You also get a calendar and briefs, so the plan turns into work the week it is approved.
Both, if you want. The plan stands on its own, and we can write, shoot and edit against it. See Copywriting.
By what readers do next: reply, sign up, book a call, buy, or come back. Views help with diagnosis, but they are not the goal. We agree the measures before anything is published.
More so. A small team cannot publish everywhere, so the plan picks the few channels that matter and a pace you can keep for a year, not a month.
