Content Strategy Services

You know content is king and you know you need to make content – but how are you going to do it? Failing to plan is planning to fail, so we’d always recommend a digital content strategy.

Our marketing strategy services are tailored to you, but we do follow some guidelines. We take the principles of the Chartered Institute of Marketing, plus our own success stories.

With a well-thought-out content strategy, you’ll never be stuck for ideas. You’ll write with user intent in mind, answering your customers’ questions and stirring up a little debate. It all starts with a friendly chat and a little research.

If you’re so inclined, you can ask about our content strategy training, too. Learn the ropes with the SEO tools we use, and find new sources of inspiration. Plan ahead for weeks, months, years – with Plan Bs should the unexpected happen.

No more “I’ve got nothing to say”. There’s always something to say, so let’s find your voice.

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.

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.