Content marketing
Combine the agreed strategy with a production program.
Editorial decisions before production
Content strategy for the pages your business needs
If your publishing calendar keeps growing while important pages remain incomplete, I would review the inventory before adding more assignments. Content strategy decides what each page should help a reader do and which existing material can serve that purpose. You receive prioritized page decisions and briefs with evidence requirements, plus named responsibilities agreed with your team. Writing capacity is scoped separately.
30-minute consultation · $200 USD · paid after the call, only if you don't continue with ongoing work
The existing inventory before new assignments
I review the existing pages against the agreed offer and reader questions, using available search evidence and the business context your team supplies. A page receiving visits may still need a better connection to the relevant service or product. Another may answer an important question despite limited search data.
The recommendation depends on what the page contributes and what your team can substantiate. Google's content guidance asks whether content offers original information and helps its intended audience. The review uses that question to examine each proposal, rather than setting a publishing quota.
A documented decision for each page in scope
| Decision | What must justify it |
|---|---|
| Keep | The page serves an agreed purpose and needs no immediate editorial work. |
| Improve | The purpose remains useful, but the answer, evidence or connection to the offer needs revision. |
| Consolidate | Pages overlap enough to warrant a combined response, subject to technical and user-path review. |
| Commission | An unmet reader task requires a distinct page with evidence the business can provide. |
| Retire | The page no longer serves an agreed purpose, with its links and technical treatment reviewed before removal. |
Editorial briefs and evidence requirements
Define the page's job
Specify the intended reader and decision, alongside the offer or next action the page supports. Keyword research can establish the search-to-page map when that evidence is not yet available.
Set the evidence requirements
Identify the product knowledge, primary sources or approved experience needed to answer the question. Missing evidence is assigned to an owner before it becomes an unsupported statement in a draft.
Agree editorial responsibility
Record who supplies subject expertise, writes and approves the copy. Include language review where needed. A brief also identifies relevant internal links and the boundaries that prevent it from duplicating a neighboring page.
Sequence publication and review
Prioritize work by business relevance and readiness, including technical dependencies. Define what the team should validate at publication and which later search or business observations can inform the next review.
Search direction with production responsibilities intact
As VP of Growth at Growing Search, I connect the search diagnosis with the decisions a production team needs. My role in this scope is to define page priorities and challenge unsupported assignments. Your specialists confirm the business facts and provide the material that distinguishes the answer from other pages.
The handoff gives your existing writers a reason for each assignment and a brief they can question. If production support is required, SEO content writing can be agreed from those briefs. A content marketing engagement pairs strategy with Growing Search's production capability. Those are additional delivery choices, rather than an implied writing allowance inside the strategy.
From inventory to editorial work
Reader and inventory
Review what the business needs to explain and what already exists.
Page decisions
Agree the purpose and treatment of each page in scope.
Evidence and owners
Prepare briefs and assign the knowledge and approvals they require.
Publication priorities
Sequence work with validation and later review criteria.
Strategy scope and team capacity
This work fits a team that needs to resolve competing assignments, incomplete service coverage or an inventory that no longer matches the offer. We agree the page groups and markets before the review. A whole-site inventory and a focused service cluster are different scopes.
The strategy does not guarantee rankings or require every topic to become an article. Technical changes need implementation review, and a language expansion needs research for the intended market. SEO planning can coordinate the wider sequence when the content decisions depend on other workstreams.
Common questions
How does this differ from keyword research?
Keyword research connects searches and intent to existing or proposed URLs. Content strategy uses that evidence alongside the inventory and business offer to make editorial decisions, establish briefs and agree ownership. Research can precede the strategy when the targeting is unresolved.
Does the strategy include finished copy?
The deliverables are the agreed inventory decisions, priorities and briefs. Writing and editing require their own production scope. Your existing team can use the briefs, or production support can be discussed after the direction is established.
Should low-traffic pages be removed?
Traffic alone cannot settle that decision. I review the page's purpose, available evidence and relationship to the site before recommending a treatment. Any retirement or consolidation proposal also needs technical and user-path review.
Can the strategy cover English and Spanish?
Yes, when both languages and their intended markets are included in scope. Each needs suitable research and editorial review. The plan preserves the same business offer while allowing page requirements and phrasing to follow the intended reader.
Related services
SEO content writing
Commission copy from approved page briefs and source requirements.
Keyword research
Resolve the search intent and URL map before editorial prioritization.
SEO planning
Coordinate content priorities with technical and other delivery dependencies.
Review the assignments before expanding the calendar
Bring your site and current content plan, including any pages your team is unsure how to treat. Book a consultation to define the inventory and decisions to review.
30-minute consultation · $200 USD · paid after the call, only if you don't continue with ongoing work