Intent & topic mapping
Understand customer tasks and questions, map them to pages, and identify where existing content overlaps or falls short.
Content strategy & optimisation
Useful content. With a reason to exist.
Connect the questions customers ask with pages that answer them clearly and support your business.
In plain English
A content strategy decides what information your audience needs, where it belongs, and how it supports a meaningful next step. We prioritise useful pages over volume for its own sake.
Who this is for
Businesses with unclear service pages, a crowded blog, missing customer answers, or content that needs a consistent editorial direction.
What we can work on
Editorial briefs
Define the angle, outline, source requirements, expert input, internal links, and expected next step for each piece.
Page refreshes
Retain helpful material, correct outdated claims, remove repetitive sections, and improve structure and clarity.
Content governance
Agree on authorship, approval, fact checking, revision dates, and a process for reviewing important pages.
How the work is scoped
- Discover: review the business context, available evidence, and the problem to solve.
- Prioritise: agree on deliverables, dependencies, budget, and a review period.
- Deliver: implement the agreed work and document the decisions.
- Review: assess the outputs and performance, then adjust the next steps.
Agree the boundaries first.
Includes an agreed content inventory, page-purpose mapping, prioritised briefs or refresh recommendations, and editorial review criteria. Unlimited article production, specialist professional advice, video production, and a full website rewrite are excluded unless separately scoped. Each deliverable has an audience, source requirements, and intended next step.
What your brief should include
- Priority customer questions and the services they support.
- Existing content inventory and available page-level performance evidence.
- Approved sources, expert contributors, and brand writing guidance.
- Publishing capacity, review owners, and realistic production resources.
How this can look in practice
These scenarios explain the method. They are hypothetical examples, not client case studies or performance claims.
Illustrative scenario
a service page missing decisions
- The situation
- A hypothetical provider explains its process but leaves buyers guessing about fit, required inputs, scope, and responsibilities.
- Possible work
- Use customer questions and an expert interview to build a clearer page brief. Add decision criteria, practical examples, boundaries, and a relevant enquiry route.
- What to review
- Check whether a new reader can identify when to enquire and what to prepare. This illustrates editorial work, not an enquiry-growth claim.
Illustrative scenario
an overlapping advice library
- The situation
- A hypothetical business has several articles repeating introductory advice while one important customer question remains unanswered.
- Possible work
- Assign distinct purposes, retain useful material, recommend consolidation where justified, and commission the missing answer with first-hand input and appropriate references.
- What to review
- Review factual accuracy, redirects where needed, internal links, and the usefulness of the revised journey. The example describes a plan rather than published results.
How delivery is checked
- Every proposed page answers a distinct customer question or supports a defined decision.
- Briefs identify original input, evidence gaps, responsible reviewers, and claims requiring verification.
- A refresh improves the substance and navigation; its review date reflects an actual review.
Adapting the work to your market
For USA, UK, Australia, and New Zealand content, confirm terminology, spelling, examples, pricing context, and actual service coverage with your team. A shared English-language page may be enough when customer needs align. Separate regional versions should justify their existence through useful differences, with clear ownership for future updates.
See how international projects are scoped and coordinated.
What progress looks like
Review published work, relevant query coverage, engagement, internal navigation, and enquiries. Word count and publishing frequency are not outcomes on their own.
Common questions
Will you mass-produce AI articles?
No. AI may support ideation and drafting, but source checking, original input, editing, and a useful purpose determine what is published.
Should every FAQ get schema?
No. Structured data must match the visible content and the applicable feature requirements. Markup is not a promise of a rich result.
Can you refresh existing pages?
Yes. A refresh can be more useful than creating another page when a strong URL already serves the intended purpose.
Connected services
A clear place to start
Let’s find your next opportunity.
Share your website, audience, and priorities. We’ll put the useful next steps in focus.
Understand the work before you choose.
Practical guide
Explore all content & ai workflows guidesContent strategy: choose what deserves to be published
A content strategy connects audience needs, business expertise and a maintainable publishing plan.
Read the resource Practical guideContent briefs: give the writer a decision to solve
A content brief explains the audience, main question, scope, evidence and intended outcome of a page.
Read the resource Practical guideContent refreshes: update the substance, not just the date
A content refresh improves a page because its information, examples, structure or audience needs have changed.
Read the resource