Content Strategy
Deciding what to publish, for whom and why, then building a plan the team can sustain. Usually less content than you are making now, doing more.
Aperçu
Content programmes usually fail through volume rather than quality. A cadence gets set, the calendar has to be filled, and within a year there are two hundred pages nobody maintains, most of which have never been read by anyone who could buy from you.
Strategy is mostly subtraction. Which audiences matter, which questions they actually have, which formats you can genuinely sustain, and what to stop making. The plan that follows is usually smaller than the one it replaces and produces considerably more.
À qui cela s'adresse
- Companies publishing steadily with no commercial effect to show
- Teams whose content calendar is a source of stress rather than direction
- Businesses whose sales team does not use any of the marketing content
Notre approche de Content Strategy
Les travaux précis que couvre une mission type. Le périmètre est convenu d'avance : rien ici ne réapparaîtra plus tard comme une ligne surprise.
Audience and question mapping
What your buyers actually need to know at each stage, taken from sales calls and support tickets rather than invented in a workshop.
Content audit
What exists, what performs, what overlaps and what should be removed. Most audits find a large share of pages that cost more to keep than they return.
Format and channel decisions
Which formats you can sustain at quality. An ambitious plan nobody can staff is worse than a modest one that runs.
Editorial calendar
A plan with owners, deadlines and deliberate gaps, built around the resource that actually exists.
Sales enablement content
The material your sales team will genuinely send, which is a much shorter list than the one marketing usually produces.
Governance
Who approves what, how quickly, and when content gets reviewed or retired. The retirement rule is the one everyone omits.
Du premier échange au résultat mesuré
Toujours la même séquence, pour que vous sachiez ce qui vient ensuite.
Listen
Sales calls, support tickets and customer conversations. The real questions are rarely the ones on the content plan.
Audit
Assess existing content for performance and overlap, and decide what to keep, merge or remove.
Plan
Formats, cadence, owners and the first quarter's calendar, sized honestly to available capacity.
Review
Quarterly assessment against commercial measures, with the plan changing on evidence rather than on enthusiasm.
Des résultats, pas des livrables
Un empilement de documents n'est pas un progrès. Voici les changements que le travail doit produire.
Less content, better results
Cutting what does not work frees the time that makes the remainder good.
Content sales will actually use
Built from real objections, so it gets sent rather than sitting in a folder.
A calendar that survives
Sized to real capacity, so it holds together through a busy quarter.
A library that stays current
Review and retirement rules stop the archive turning into a liability.
Questions fréquentes sur Content Strategy
Ce qu'on nous demande avant de nous contacter. Si votre question n'y est pas, posez-la nous directement.
How is this different from content SEO?
Content SEO plans around search demand and organic ranking. Content strategy covers the whole programme including sales enablement, formats search does not touch, and the governance side. They overlap and work well together, and if organic search is your main goal the SEO page is the more direct answer.
How much content should we be producing?
Less than most plans assume. We would rather see one genuinely useful piece a fortnight, properly distributed and later updated, than three a week that are never revisited.
Our sales team ignores our content. Why?
Almost always because it answers questions buyers do not ask. Content built from actual sales calls gets used, because the person sending it recognises the objection it addresses.
Do you produce the content too?
Yes, through the copywriting, video and design services here. Plenty of clients take the strategy and produce in house, which works well when the subject knowledge sits internally.
Vous réfléchissez à Content Strategy ?
Dites-nous ce que vous cherchez à changer. Si nous ne sommes pas les bons interlocuteurs, nous vous le dirons et vous orienterons ailleurs.
Vous cherchez la vue d'ensemble ?
Content Strategy accompagne généralement d'autres travaux en Content & Creative Production. Parcourez tout le domaine pour voir les liens.