Content strategy mapped to commercial intent.
What to write, in what order, and why — built around what your buyers actually search for at each stage. Briefs your writers (or mine) can act on without ambiguity.
The content problem most firms actually have
Not “we don’t write enough.” Usually one of these instead.
You’re writing the wrong things
Topics chosen by what’s interesting, not what your buyers search for — or worse, what an AI tool spat out for a vanity keyword nobody converts on.
You have lots of pages, no structure
Dozens of posts, no topic clusters, no internal linking model, no hierarchy. Authority leaks out faster than it can build.
Briefs are too thin
Writers get a title and a word count. Result: bland content that ranks for nothing in particular and converts no-one.
What’s covered
- 01Existing content auditEvery URL classified by performance, intent, status and opportunity. Identify pages to keep, fix, consolidate or kill.
- 02Topic and intent mappingThe full topic landscape for your sector, organised by intent — informational, comparative, commercial — and prioritised by commercial value.
- 03Topic clusters and hub structureHow pages should connect, which pieces are pillar pages, which are spokes, how internal links should flow. The shape that compounds.
- 04Editorial calendarTwelve-month rolling plan — what gets written, when, by whom, in what order. Built around dependencies, not random monthly themes.
- 05Briefs for priority piecesDetailed briefs for the highest-leverage pages — intent, structure, key entities, internal links, schema, conversion approach. Anyone can write to them.
- 06Cannibalisation cleanupWhere multiple pages compete for the same query, deciding what to consolidate, redirect or differentiate.
What you walk away with
Strategy document
The full thinking — topics, intent, audience, competitive context, prioritisation logic. Plain English, no fluff.
Twelve-month calendar
Specific pieces of work, sequenced, with owners. The plan you’ll actually run off for the next year.
Briefs for top priorities
Detailed briefs for the highest-leverage pieces, ready to hand to writers without ambiguity.
Internal link plan
How the cluster connects internally — with specific anchor and target recommendations.
Who content strategy is for.
Strategy comes before writing. It works when you have someone to execute it well.
You’re the kind of client this works for
- Firms with clear positioning and a writer or content team
- You want strategic direction and topical authority planning
- Subject-matter experts available for interviews and review
- Commitment to publishing consistently
This probably isn’t the right service for you
- You're looking for a content writing service
- No writer or team to execute the strategy
- You'll publish once and expect compounding results
- Unclear on who you sell to or what you sell
Common questions
Do you write the content?
Sometimes — if there’s a piece I’m the right person for, or a regulated sector where deep expertise is needed. More often I brief your writers, or bring in subject-matter writers from a vetted pool. The strategy is mine; the writing decision is pragmatic.
How many pieces a month should we publish?
Fewer than you think, written better than you currently are. For most B2B and professional services, two to four strong pieces a month beats ten weak ones every time.
What about top-of-funnel vs bottom-of-funnel content?
I lead with bottom-of-funnel commercial pages — service pages, location pages, comparisons — because they convert and they fund everything else. Then we build informational content that pulls authority and AI citations into those commercial pages.
Will you audit our existing content first?
Yes — that’s step one. There’s almost always pages that should be merged, redirected or deleted before adding new ones. Cleanup compounds.
Related services
What clients actually say.
Real reviews from firms I have worked with. 4.8 out of 5 across Google, Facebook and Yell.
“Extremely helpful would highly recommend for SEO services, my business ranking went up, and more customers started calling.”
“We have been working with Gregg for a few months now — he is really actively trying to increase our profile on Google. We always find him easily contactable and approachable.”
Want to talk this through?
Thirty minutes. No pitch deck. I’ll tell you honestly whether I can help.