A content audit that tells you what to stop writing
Before any new content gets planned, we audit what already exists. Most content libraries have a core problem: they contain a lot of content that covers a lot of topics without being the definitive source on any of them. The result is a website that ranks for nothing specifically and converts for nothing at all.
The audit identifies three categories of existing content: content worth keeping as-is, content worth updating and consolidating, and content that should be removed because it is diluting your authority on the topics that matter. This categorisation alone is often the most valuable output of the strategy engagement.
The competitor gap analysis follows: which topics in your category do competitors rank for that you do not address? Which topics do you rank for but have weaker content than competitors? And critically: which topics does nobody in your category address well, leaving genuine authority available to claim?
The 12-month editorial calendar is built from these answers. It prioritises topics by business value, search potential, and competitive gap. Every topic on the calendar has a stated goal, a target audience segment, a word count range, and a success metric that is not just impressions.
- Full content audit (existing library)
- Competitor gap analysis (top 5 competitors)
- Topic cluster framework
- 12-month editorial calendar
- Brief template for each content type
- SEO metadata framework
- Distribution channel recommendations
Who this is for
This service is designed for companies that already have some content -- at least a year of blog posts or resources -- and feel like it is not working hard enough. It is also for companies that are starting from scratch and want to invest strategically rather than publish randomly and see what sticks.
It is not designed for companies that want "more content." Volume without strategy produces more of the same results at more cost.