content strategy
Content strategy for SaaS and B2B teams with writers in place. I do the keyword and AI search research and turn it into content briefs your writers can work from, starting at 4 a month.
the details
Most in-house teams have people who can write, but not much time to work out what to write next. Topics come from the backlog, a competitor's blog or whatever sales asked for last week, and without research behind them, the content struggles to rank or come up when buyers ask ChatGPT or Perplexity for a recommendation.
Doing that research properly takes specialist skills and a lot of hours, and it's easy for it to slip behind launches and campaigns. So writers end up guessing at the angle and structure, and the team puts more into content than it gets back.
Before I plan anything, I get to know your product, your buyers and what sets you apart. Where possible, I talk to your sales team about the questions and objections that come up, and I go through your existing content, docs and sales materials.
Then I look at your whole site and the market around it: search demand, competitor rankings, how your pages perform today, and how AI tools describe you next to the competition. I sort what I find into gaps, untapped topics and existing pages worth strengthening, and rank them by impact so the work most likely to pay off comes first.
Each month, that turns into a prioritized page list and a set of content briefs. Before I build each brief, I look at what's ranking now, which sources AI tools cite and where competing pages fall short, so the piece can offer something more useful than what's already out there. Every brief covers the angle, structure, keywords, questions to answer, internal links and the sources and data to use, so your writers can spend their time writing.
- Keyword and topic research
- Audience questions from search, forums, reviews and AI answers
- Competitor and content gap analysis
- Site architecture and SEO/GEO strategy
- AI visibility tracking across ChatGPT, Perplexity and AI Overviews
- 4 content briefs a month, ready for your writers
- Interview questions for your subject matter experts in each brief, when a topic needs real depth
- A prioritized list of new and refreshed pages each month
Want to know where you stand first? The AI search optimization audit covers your technical SEO and how AI tools see your business, with a 90-day roadmap, for $2,000 USD.
what to expect
I get to know your product and buyers, then review your site, rankings, competitors and how AI tools describe you, and sort the opportunities by impact.
You get a prioritized list of new pages and updates to existing ones, so your team knows what to publish first and why.
Each month, I deliver 4 content briefs covering the angle, structure, keywords, questions, internal links and sources, with a round of revisions on each one.
I track how you show up in Google and AI answers, and we check in monthly to adjust the plan based on what's working.
is it a fit?
Marketing teams, especially at B2B SaaS companies, with writers in place who need direction on what to publish and why. It's a good fit if you have a content lead who can manage the writing, and goals that go beyond traffic, like demo requests, signups or sales conversations.
It's probably not the right fit if you don't have writers to turn the briefs into content. In that case, content strategy & writing covers the research and the writing. If you want a one-time look at where you stand first, the AI search optimization audit is a better place to start.
From $1,000 USD/mo
Content strategy starts at $1,000 USD a month, covering the research, 4 content briefs, a prioritized page list and AI visibility tracking. You can add briefs as your team publishes more.
Work is billed monthly in advance, with a 3-month minimum. Canadian clients can be billed in CAD.
past results
common questions
What's in a content brief?
The angle, the target keywords and the questions the piece needs to answer, a suggested outline and headings, internal links, and the sources and data the writer should use. Each brief also notes where competing pages fall short, so the writer knows how to make the piece more useful than what's already ranking.
Which option is right for our team?
Content strategy is for teams with writers in place. I do the research and strategy and deliver content briefs, and your writers do the writing.
Content strategy & writing is for teams that need the words written too. I handle the research and briefs, then write and optimize the content myself.
Fractional SEO lead is for teams that need someone to own SEO. I set the strategy, build and prioritize the roadmap, coordinate the work and track performance alongside your marketing team.
Do you work with internal subject matter experts?
Yes. For more technical or product-led content, I can interview your internal SMEs and turn their expertise into search-informed articles, guides, landing pages and other long-form content. This is especially useful when the best information lives with your product, sales or leadership teams rather than in existing marketing materials.
How do you measure performance?
We’ll agree on the right KPIs for the work at the start. Depending on the scope, that might include organic traffic, qualified conversions, rankings, non-branded visibility, AI mentions and citations, content performance or technical improvements. I can work within your existing reporting setup or build a simple one if you don’t already have it.
Is there a minimum commitment?
Yes, there's a 3-month minimum on all ongoing work, billed monthly in advance. Working on a steady monthly cadence means each month builds on the last, so the work has more impact, and it gives Google and AI crawlers enough time to crawl and index your new content before we judge the results.
Audits and website builds are one-off projects with no ongoing commitment.
