Content strategy & content marketing
Is your content strategy actually working?
Most business owners write blog posts, post to social, send the odd newsletter, and have no idea which of it brings in customers. I find out, then fix it.
The problem
Search traffic is not coming back
68%
of Google searches now end without anyone clicking a result. When an AI summary appears, click-through drops by around 60%.
40%
of small businesses report their traffic was disrupted by algorithm changes and AI search in the past year. It is worst for firms with 11–100 staff.
64% vs 52%
Social media has overtaken search as a traffic source for small businesses. Most content plans have not caught up.
Sources: SparkToro/Similarweb zero-click study 2026; LocaliQ small business survey, 300+ respondents, August 2026.
What I do about it
Fewer pieces. Aimed at people who are ready to buy.
The answer is not more posts. It is knowing which questions your customers actually ask before they spend money, and being the clearest answer to those questions.
1. Find out what is actually happening
What you have published, what it earns you, where your buyers actually look, and what your competitors are winning that you are not.
2. Decide what to stop doing
Usually the fastest win. Most content plans are spread across too many channels for the time available.
3. Build a plan you can actually run
A specific list of what to publish, where, and in what order — sized to the hours you genuinely have, not a fantasy calendar.
4. Run it, or teach your person to
I can write and produce it, or coach whoever already does it in-house until they do not need me.
What that work actually looks like
Named plainly, because "content marketing" means nothing until you say which part.
Most of it starts with a hard look at what you have already published and a decision about what to stop doing. After that it is usually rewriting the pages that are supposed to sell, making those pages findable by people close to buying, and answering the questions your buyers ask before they spend.
Some businesses need the words agreed before anything else — one description of what you do that everyone can repeat. Some already have the words and need a careful read before their name goes on it. Some are winning in the room and losing on paper, which is a case study and proposal problem. If you have recordings gathering dust, that is a month of material you have already paid for.
And when the plan is fine but nobody is running it, that is the part the name refers to: somebody who owns the schedule, the freelancers and the publishing. There are 261 services in all, in ten groups. You will need three or four.
Illustrated character Betty Voss“Tell me what you need and I'll point you at it.”
Start with a conversation
Tell me what is not working. If I am not the right person for it, I will say so.