Content strategy for teams that publish a lot and sell little from it
A content strategy is a set of decisions: who the reader is, what each piece has to do, which channel carries it, and how it feeds sales. I make those decisions with you, then build the briefs, calendar and standards your team runs.
For teams publishing plenty and moving nothing.
We need to post more often.
Each piece needs a reader and a job.
Volume is the last decision.This usually fits when
- The calendar is full, and the sales team never uses anything from it.
- Every writer, agency or freelancer brings a different voice and a different idea of the audience.
- Content is planned as a list of topics, and nobody can say what each piece is for.
- A new marketing hire has started and there is no plan for them to work from.
The difference between a content plan and a content strategy
A content plan lists what to publish and when. A strategy decides why: which readers matter, what they need to understand at each stage before buying, which pieces carry that, and how each one reaches them. The plan follows from those decisions. Without them, a calendar fills up with whatever is easiest to write.
What we decide
- Readers. The few audiences that matter commercially, and the questions each one has before buying.
- Jobs. What each type of content has to do: attract, explain, prove, or help someone decide.
- Channels. Where each piece is published, and how it is distributed and reused.
- Messages. How content repeats your positioning without reading like an advert.
- Measures. What counts as working for each job, beyond views.
The system your team keeps
The decisions become working tools: content briefs, a calendar, a production workflow, distribution and repurposing rules, and editorial guidelines. I train the team on them, so quality holds when I am not in the room.
Where this work shows
Content strategy shaped the AI Minds website, where a broad offer needed a clear order of pages and messages in two languages. Client content programmes are confidential; I can walk you through them in a consultation.
- SEO and content programsEditorial programmes for healthcare, B2B and creator businesses, shared in a consultation.
- Medical and healthcare contentEvidence-first writing for clinicians and patients, the standard behind my editorial work.
Questions before hiring
Do you also write the content?
The strategy and the briefs are the core of this service, and I can write cornerstone pieces. For writing under a founder's name, Ghostwriting is the better fit.
Do you manage social media accounts?
No. I decide what social channels should carry and how, and your team or agency runs the accounts.
Would a content strategy template do the job?
A template helps you organise decisions. It cannot make them. If you want to do the work yourself, a consultation can point you to the decisions that matter most for your business.
How long does it take?
Most strategies take a few weeks, from the first interviews to a working calendar and briefs. We agree the scope in the free first consultation.