Content strategy services
A content strategy is the plan that decides which pages to publish, in what order, and how they connect. Adwortise builds it from a topical map, a content audit and search intent, so every piece has a job and a place on the site.
- Topical map built from search intent and entities
- Existing pages marked keep, update, merge or remove
- Publishing and internal linking plan you can hand to any writer
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- Free auditbefore any commitment
- Topical mapbefore a single page is written
- Monthlyreport on traffic and leads by page
- 1 managerdedicated to your account
Explained
What is a content strategy?
A content strategy is a written plan for the pages a website needs in order to cover its topic and support sales. It names each topic, the search intent behind it, the page type that fits and the order of work.
It differs from an editorial calendar. A calendar lists dates and titles. A strategy explains why each topic is on the list and how it links to the pages that earn revenue.
Content audit findings
- Service pageKeep
- Old blog postUpdate
- Two similar guidesMerge
- Pricing topicMissing
- Case study pageKeep
What you get
What does our content strategy service include?
- Topical map
- A map of the topics, subtopics and entities a searcher expects a site on your subject to cover.
- Content audit
- Every existing page is reviewed and marked keep, update, merge or remove.
- Priorities
- Topics are ranked by search intent and by how close the searcher is to buying.
- Publishing plan
- A sequenced list of pages with owner, format and target date.
- Internal linking plan
- Rules for which pages link to which, and the anchor text to use.
- Measures
- The metrics each page is judged on, agreed before writing starts.
Process
How do we prioritize topics?
- Group by intent Queries are sorted into informational, comparison and transactional intent.
- Score closeness to a sale Topics that sit near a purchase decision move up the list.
- Check coverage The audit shows which topics the site already answers and which are missing.
- Sequence the work Foundation pages and service pages come first, supporting articles follow.
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Reporting
Which measures show the strategy is working?
| Measure | What it shows | Where it comes from |
|---|---|---|
| Impressions and clicks | Whether new pages are being found for their topic | Search Console |
| Engaged sessions | Whether visitors read the page | Google Analytics |
| Key events | Whether pages lead to enquiries or sales | Google Analytics |
| Topic coverage | How much of the topical map is published | The strategy document |
Pricing
How much does a content strategy cost?
This service is quoted after a free audit, because the price depends on the scope of work. The price depends on the size of the site, the number of topics to map and how many existing pages need review. A strategy is also part of the Growing business, Ecommerce and Enterprise SEO packages.
Frequently asked questions
How long does a content strategy take to build?
The time depends on the size of the site and the topic. A small site needs less mapping than a store with thousands of pages. We give a timeline after the free audit.
Do you need to audit my existing content first?
Yes. The audit shows what already ranks, what overlaps and what is missing, so the plan does not repeat work or create competing pages.
What is the difference between a content strategy and a keyword list?
A keyword list is a set of phrases. A strategy groups them by intent, assigns each group to a page and plans how pages link together.
Will I own the strategy document?
Yes. The topical map, audit and plans are delivered to you and belong to your business.