Content that earns its place on your site.
And in search results.
I build content strategies rooted in search data, audience intent, and business goals — not content calendars filled with topics nobody's searching for. Every piece of content should have a job to do. I make sure it does it.
More content isn’t a strategy. It’s just more content.
Most businesses are stuck on a content treadmill — publishing blog posts on a schedule because someone said they should, without any real plan behind it. The result is a library of content that doesn’t rank, doesn’t convert, and doesn’t serve anyone. It just exists.
The problem usually isn’t effort. It’s direction. The wrong content is targeting the wrong keywords, written for the wrong audience, at the wrong stage of the funnel. Meanwhile, pages compete with each other for the same terms, thin content drags down domain quality, and the stuff that could actually perform gets buried.
A good content strategy fixes all of that. It tells you what to create, what to optimize, and — just as importantly — what to stop creating. It connects every piece of content to a business goal and a search opportunity. That’s what I build.
Content strategy that starts with data and ends with results
Content Audits
Before you create anything new, understand what you already have
Most businesses have content libraries that have never been properly evaluated. Pages accumulate over years — blog posts, landing pages, resource articles — and nobody knows what’s performing, what’s cannibalizing other pages, or what should have been removed a long time ago. I use a Keep-Kill-Combine framework to bring clarity to the mess.
Keep
Performing well or has strong potential. Optimize and build on it.
Kill
Thin, outdated, or competing with better pages. Remove or noindex.
Combine
Similar topics split across multiple pages. Consolidate into one stronger piece.
I’ve built AI-powered tools to accelerate this process — scoring content at scale, identifying patterns, and surfacing opportunities that would take weeks to find manually.
Pillar-Cluster Architecture
Organizing content so search engines — and people — can actually navigate it
Great content scattered across a site without structure doesn’t perform the way it should. I organize your content around core topics using a pillar-cluster model — so search engines understand your topical authority and users can find what they need without hitting dead ends. This architecture is mapped based on keyword research and competitive analysis, not guesswork.
- Topic mapping based on keyword research and competitive analysis
- Pillar page strategy for core service and topic areas
- Internal linking architecture that builds topical authority
- Content gap identification across topic clusters
- Content hierarchy that guides users through the funnel
Keyword Research & Intent Mapping
Targeting what people are actually searching for — and what they mean when they search it
Keyword research isn’t about finding the highest-volume terms and stuffing them into pages. It’s about understanding intent — what someone actually wants when they type a query — and making sure the content you create matches that intent. I prioritize relevance and intent over raw volume, because a thousand visitors who aren’t your audience are worth less than ten who are.
- Intent-based keyword research (informational, commercial, transactional)
- Search volume and difficulty analysis in business context
- Competitive keyword gap analysis
- Long-tail and question-based keyword mapping
- Keyword-to-content alignment and assignment
Content Planning & Briefs
Clear direction for every piece of content before it gets written
The quality of a content brief determines the quality of the content. Vague briefs produce vague content. I create detailed briefs that give writers everything they need — target keywords, search intent, competitive context, structural guidance, and internal linking recommendations — so the first draft is already 80% of the way there.
- Detailed content briefs with clear objectives and structure
- Target keyword and secondary keyword assignment
- Competitive content analysis for each topic
- Structural and formatting recommendations
- Internal linking and CTA recommendations
Smarter content work, powered by AI
I use AI to accelerate the analytical side of content strategy — audit scoring at scale, competitive gap identification, content quality evaluation, and pattern recognition across large content libraries. Work that used to take weeks now takes days, and the insights are more comprehensive because the analysis isn’t limited by how many tabs a human can keep open.
On the production side, AI helps draft content grounded in research data, keyword targets, and competitive analysis. But this isn’t a “press a button and publish” workflow. Every piece of AI-assisted content goes through human editing, fact-checking, and brand alignment before it goes live. AI makes the process faster and more consistent — it doesn’t replace the thinking. Learn more about my AI strategy work.
Content doesn’t live in a vacuum
Content strategy is deeply connected to almost everything else I do. The best results come when content works in concert with your broader marketing strategy — not as an isolated initiative.
Content strategy and SEO are two sides of the same coin. The keyword research, technical structure, and on-page optimization that drive organic rankings all start with a solid content foundation.
Landing page content directly impacts Quality Score, ad relevance, and conversion rates. Better content means lower costs and better results from your ad spend.
Content performance data informs what to create next, what to update, and what to retire. Analytics closes the loop between strategy and results.
CRO (coming soon)
The content on your key pages — headlines, CTAs, value propositions — is one of the biggest levers for conversion rate optimization.
This might be the right fit if…
- You have a lot of content but no real strategy behind it — and you're not sure what's working.
- You're publishing regularly but not seeing organic traffic growth or leads from your content.
- Your content library has grown organically over years and needs a proper audit and restructure.
- You want to invest in content but need a data-driven plan before you start creating.
- You've been burned by content agencies that delivered volume but not results.
Let's turn your content into something that works as hard as you do.
Whether you need an audit of what you have, a strategy for what's next, or both — we can figure out the right approach in a quick conversation.