Why 'we do content' is not a content strategy
Plenty of firms produce content. A newsletter here, a LinkedIn flurry there, a blog with three posts from 2024.
Activity is not strategy. Here is the difference.
Content without a spine
Random topics, written when inspiration and capacity coincide, published wherever is easiest. Each piece works alone, so none of them compound. The archive grows; the authority does not.
What a spine looks like
A small set of positions your firm is prepared to own, repeated with variation until the market associates them with you. Topics chosen because your ideal clients search for them and because they climb toward those positions.
The rhythm requirement
Authority is a frequency phenomenon: a firm seen weekly is remembered; a firm seen quarterly is re-discovered each time. This is precisely why the delivery has to be systematised. Rhythm cannot depend on inspiration.
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