A content plan that builds authority on your topics
We map the subjects your buyers research, decide what to publish and in what order, and connect it to the pages that sell.
In plain English.
Publishing at random rarely moves anything. Search engines favour sites that cover a subject in depth, with pages that link to each other in a sensible structure. This is often called topical authority. A content strategy decides which topics you should be known for, what that coverage looks like and which pieces will bring in buyers rather than idle readers.
We build it from your sales conversations as much as from tools. What do customers ask before they buy? What do they misunderstand? Those questions become topic clusters: one main pillar page supported by focused articles, each targeting a distinct search intent so they do not compete with each other.
The result is a plan your team or ours can follow for six to twelve months, with briefs ready for the first batch and a simple way to measure progress, using Search Console impressions by topic and enquiries traced back in GA4.
It suits you if.
- You publish content but cannot tell what it achieves
- Several of your pages compete for the same searches
- You are entering a new market or launching a service
- You have writers in-house but no plan for them
- Bigger competitors dominate the research searches in your field
What we do.
Topic and intent mapping
We group hundreds of related searches by what the searcher wants, from early research through comparison to ready to buy.
Pillar and cluster design
Each cluster has a main page and supporting pieces with planned internal links, so authority flows to the pages that convert.
Gap analysis
We compare your coverage with competitors and with what Google and AI Overviews currently show, to find topics nobody has answered well.
Editorial calendar
Pieces are scheduled by business value and effort, with seasonal topics timed to go live before demand rises.
Formats beyond articles
Some questions need a calculator, comparison table, video or downloadable checklist. The plan says which format suits each topic.
Measurement plan
We set up Search Console and GA4 views by topic cluster so you can see coverage turning into visits and enquiries.
How it runs.
- 01
Learn the business
We talk to you about margins, capacity and the customers you want more of, then review your current content and rankings.
- 02
Research and map
Keyword data, competitor content and customer questions are grouped into topics and checked for intent.
- 03
Plan and prioritise
We draft the clusters, calendar and linking plan, then agree priorities with you.
- 04
Brief and review
The first briefs are handed over, and we review progress at agreed intervals and adjust the plan.
Questions people ask.
How much does a content strategy cost?
The plan is quoted as a single project once we know its scope. A focused plan for one service line is smaller work than a full map across a large catalogue. Writing the content is quoted separately, whether we do it or your team does.
Can my own team write the content?
Yes, and many clients prefer that. We make the briefs detailed enough for an in-house writer to follow, with the target query, structure, points to cover and links to include. We can review drafts if you want a second pair of eyes.
What is topical authority, in plain terms?
It is the idea that a site covering a subject thoroughly is more trusted on that subject than one with a single page about it. Google has never published a score for it, but well-organised, in-depth coverage tends to perform better.
How do we know if it is working?
We track impressions, clicks and positions by cluster in Search Console, and enquiries or sales from those pages in GA4. Early signs usually show in impressions within a few months, and enquiries follow as the pages mature.
Your next chapter starts with a conversation.
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what’s next.
15 minutes with Garreth.
A real conversation about your business.