Content Strategy

How do you create a content strategy?

No two content strategies are the same, so we’ll always start yours with a briefing call. To get technical, we’ll use the PR Smith ‘SOSTAC’ method. This comprises:

  • Situation analysis: Where are you now? How are you performing? Who are your competitors?
  • Objectives: Where do you want to be? Do you have SMART goals and KPIs?
  • Strategy: How will you get there? What channels will you use? How will you segment clients?
  • Tactics: What will your content plan contain? How will you schedule it?
  • Action: Who is responsible for which tasks? Will you bring in designers or agencies?
  • Control: How will you measure your success? How often will you review your strategy?

Once you’ve answered these questions, it’s over to us to turn the theory into the practical. No more sitting on great ideas – we’ll put them into action with a focus on content.

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Crunch words and numbers

Get up-to-date keyword data with clear insights into why you should target it.

Never run out of ideas

Combine both topical and evergreen content to attract customers from all angles.

Stay in the game

Be motivated with content deadlines and clear, measurable goals.

content strategy sheffield

What you’ll get from a Katie Lingo content strategy

When you work with us, you get the perks of a professional writer and a self-confessed numbers geek all rolled into one. (That’s Katie and Craig, to be specific.) This makes for an awesome pairing when it comes to background research and execution.

Phase 1: The research

After ticking off the SOSTAC, we’ll go into research mode for you. This includes scoping out your competitors and looking for gaps in your keywords. We use tools such as Semrush, Clearscope, Ubersuggest and Frase to come up with keywords and content themes.

This all comes with user intent in mind. We want to capture your customers at every stage of the journey – whether they’re just browsing or ready to buy. We’ll then recommend the best kind of content for each stage.

Phase 2: The content calendar

Depending on your industry, your content calendar will last three, six or 12 months. You’ll find fields including:

  • Theme/title
  • Keywords
  • Format (blog post, infographic, whitepaper etc.)
  • Audience and user intention
  • Evergreen (not time-sensitive) or topical
  • Opportunities for repurposing or sharing.

We’ll also include gaps should something major happen in your industry. It’s an unpredictable world, after all.

Phase 3: Writing the content

Once you’ve signed off the calendar, it’s time to start creating. Oh, you want us to write the content too? We’ve got you.

Content marketers,