Content Strategy

A professional services firm had been blogging for three years: two posts per week, every week, without missing a deadline. They had 312 blog posts and 890 monthly organic visitors. Their content was well-written, professionally edited, and covered topics in their industry - but it generated zero leads. The problem was not quality or consistency; it was strategy. They were writing what they wanted to say, not what their prospects were searching for. We rebuilt their content strategy from scratch. First, we conducted keyword research focused on commercial intent: what were prospects searching for when they had budget authority and a problem to solve? We identified 180 high-opportunity keywords they were ignoring while chasing vanity traffic. Second, we mapped content to the buyer journey: awareness content that attracted new audiences, consideration content that built trust, and decision content that converted. Third, we restructured existing content into topic clusters: comprehensive pillar pages supported by related subtopic content, all interlinked to signal topical authority to Google. Fourth, we created detailed content briefs for every piece: target keyword, search intent analysis, competitive gap analysis, outline structure, and success metrics. Fifth, we implemented a production workflow that balanced quality with velocity: editorial calendars, review processes, and publishing schedules. The results after 18 months: organic traffic grew from 890 to 24,600 monthly visitors (27x increase), 47 first-page rankings for high-intent keywords, content generated 340 qualified leads (previously zero), and the blog became the company's largest source of new business. The difference was not writing more - it was writing strategically. Content without strategy is just publishing; content with strategy is building a growth engine.