Content Strategy

Drafting of a strategy for creating content which will help users solve their problems and rank well in search engines

Hi, I’m Dale Davies

I’m an SEO Strategist and Consultant in Edinburgh

For six years I’ve been working in the field of digital marketing, aiding businesses in their pursuit of increased brand awareness and traffic from prospective customers.

As part of my role as an SEO Manager and Digital Strategy Manager for a UK-based digital marketing agency, I’ve advised companies on the best content strategy to increase their website’s visibility in search engine results pages, and in particular, Google’s results. These content strategies are based on the simple premise of, “What is your ideal customer’s primary problem or dilemma?

What is a Content Strategy?

A content strategy is a framework for content creation to be used by a business’ content writer. The content strategy should outline the best types of content to write which will appeal to the business’ target market, and where possible, answer their visitor’s most commonly asked questions in advance so that they can self-qualify for the services or products the business offers.

Without a content strategy, it’s not uncommon to see businesses write lots of content — in the form of either pages or blog posts — which neither earn traffic nor satisfy the customer’s needs. The most common example of this is when a business writes “news” content for their blog on the misplaced advice from someone “that websites need new content all the time to be considered ‘fresh’ by Google”.

The problem is, not many customers care about the extra office space a business has acquired, or the name of their latest leadership hire. Yes, some people, (shareholders in particular), may care about this, and it can sometimes be worth promoting this news via some form of press-relations work, but most customers don’t care. They have a problem and they need a solution. Website content should be solution-focused.

Why Businesses Need a Content Strategy

If a home renovation company is trying to increase their organic traffic, they should focus on what their customers’ actual pain point is. Yes, they may be looking for a company to complete their renovation, but what they’re really looking for is a company which is either fantastic at turning customer’s ideas into reality or are an incredibly talented team who know how to design iconic renovations.

The content for this home renovation business should be split between service pages which should rank well for “home renovation company near me” as well as supporting content for “award winning home renovation designs” and “home renovation ideas.”.

award winning home renovations” content will appeal to people who have an idea of the renovation they want and are looking for the very best home renovations companies, and “home renovation ideas” allows a company to showcase the skills of their design team and the fantastic home renovation design ideas they have.

Without a content strategy, a business can easily slip into creating content which doesn’t perform. Rather than writing ten blog posts, finding they earn no traffic, and then starting from scratch in six months time, it’s best to do the research in advance and write content that a business knows their prospective customers need.

This research and content strategising can be done internally or by a content strategist, based upon information from keyword research, from competitor research, from speaking to the Sales team (if the business has one), or from speaking directly with the business’ existing customer base.

Request a FREE Consultation Call

Get in touch today and let’s discuss your digital marketing needs.

Why You Should Choose a Freelance Content Strategist Over an Agency

Digital marketing agencies often have many clients on their books at one time, all being managed and worked on by a small group of account managers and specialists. Having so many clients can lead to people being stretched past their capacity which can result in less-than-ideal campaign progress.

As a freelance content strategist, I only consult for a handful of businesses at one time, which means that my attention is fixed entirely on creating incredible content strategies and seeing them through to completion and revenue-increasing results.

Other SEO Services I Offer

As well as being an SEO content strategist I also offer a range of related SEO services, including Content Auditing, Link Building, and Complete SEO Strategies.

Backlink Analysis

I will analyse your website’s backlinks and highlight any which may be harmful to your website’s ranking potential for removal or disavowing.

Content Auditing

I will analyse your website’s content and provide suggestions on how to improve it so that your website will see an increase in organic visibility.

Keyword Research

I will research keywords for your business to focus on as part of your content creation process which should lead to ranking and organic traffic increases.

Local SEO

I will audit your website’s Local SEO ranking potential and make suggestions on where improvements can be made which will increase your business’ local search visibility.

SEO Strategy

I will create an SEO strategy which you or your team can follow to increase your business’ website’s visibility within search engines which should lead to increases in organic traffic.

Competitor Analysis

I will audit the campaigns of a website’s competitors and highlight areas of opportunity where your business can capitalise and earn more traffic.

eCommerce SEO

I will audit your eCommerce store and find errors and issues which, when fixed, should lead to an increase in search engine keyword ranking and traffic.

Link Building

With a content creation partner, I will develop and follow a link building strategy for your business which earns valuable links to your website.

SEO Consulting

I will consult your business on search engine optimisation (SEO) so that your business can make website improvements which lead to ranking increases and organic traffic growth.

Site Auditing

I will audit your website and highlight any issues or errors which may be limiting your website’s ability to rank near the top of Google.

Request a FREE Consultation Call

Get in touch today and let’s discuss your digital marketing needs.