Find out more about strategic content with our frequently asked questions

A strategy ensures every word you publish works toward a business goal, preventing wasted time on content that doesn't convert. It looks for a 'golden thread' that should run as a theme through the entirety of your content.

By identifying your core values and the specific language your ideal clients use, you create a "verbal identity" that feels authentic. This can also include specific phrasing or terminology related to the way in which you deliver your business and the methods you use in your work. It's important to have a balance between the technical elements of what you do and the 'softer' human factors that showcase the experience your clients gain from working with you.

Focus on solving one specific problem for your audience and offer a quick win in exchange for their email. Although lead magnets should really stop short of explaining how people can 'self deliver' they do need to share enough expertise to let your audience see value and want to hear more from you. There's more about effective lead magnets in our blog.

Move beyond a job description; use your headline and About section to tell people exactly how you solve their problems. Think about keywords that people might be searching for and be sure to utilise the full character or word count available.

Quality beats quantity, but consistency is king. Once every two weeks is a great sustainable rhythm for most SMEs. At the least you should aim to publish a new blog every month.

By "surrounding" your core pillars. Take one big theme per month and break it down into four weekly sub-topics. We use the content Pot to help clients expand outwards from the closest and most obvious topics into industry themes and beyond into adjacent sectors which can expand the scope of their conversations and widen their visibility.

A people-focused service business is one where where the primary focus is on human behaviours, emotions, relationships and team dynamics. Examples include coaching, outsourced HR services, recruitment, training or change management consulting.

By leading with value and storytelling rather than just pitching. Your emails should be a welcome guest in their inbox, adding value as well as sharing ways you can help them address their challenges.

Repurposing content is about using minimal changes to reuse your messaging. To take a blog to a social post, you can pull out a quote, turn a list into a carousel, share a behind the scenes thought, and ask a question based on the main topic. You can also tease out some different angles or points from the full blog and expand on those in a deeper, more focused post.

Thouht leadership content is that which shares your unique opinions, experiences, and insights to position you as an authority in your field.

No industry is boring if you focus on the human impact and the problems you solve for real people. Telling stories of the work you do and the challenges you solve for people will appeal to the right audience, especially if it is well written and makes a clear point.

It is the consistent message that links your purpose, your values, and the results you deliver across all channels. It's often a theme that relates to your 'why' and the types of services you deliver.