The content planning service is a strategic planning phase designed to turn research and performance data into a clear, usable content plan.
It is usually combined with the Keyword Research service, but can also work for businesses that already have keyword research in place.
The focus is on bringing together keyword insight, site context, and audience intent, creating a practical content plan that can be acted on immediately.
What’s included
This service builds on existing keyword research and site context to define what content should be created, in what order, and for whom.
The aim is not to generate ideas for their own sake, but to establish a clear, prioritised set of content recommendations grounded in search intent and business relevance.
The outcome is a practical content planning document supported by detailed briefs that can be used directly by writers.
You receive:
- a written content plan outlining overall approach and objectives
- identification and prioritisation of key audience segments
- a proposed content structure showing how topics should be organised across the site
- a prioritised list of recommended articles
- a detailed content brief for each recommended article, including:
- content type
- SEO title
- SEO meta description
- target keywords
- target audience
- tone of voice
- proposed outline structure
- a review call to walk through the plan and discuss next steps
What this service helps you do
This service is particularly useful if you:
- are taking the next step after my keyword research service
- already have keyword research data but no clear content direction
- want to avoid reactive or ad-hoc content creation
- need to brief internal teams or freelancers more effectively
- want confidence that content supports visibility and conversion goals
- need a clear plan before committing budget to content creation
The output is designed to support clarity and execution, not to overwhelm with theory.
What this service does not include
To keep the output focused and usable, this service does not include:
- content planning for social media or channels beyond your website
- content creation or publishing
- an ongoing SEO support engagement
- ongoing SEO reporting
Where appropriate, production options and follow-on support can be discussed, but nothing is assumed.
Why clients choose this service
Clients typically choose content planning when they want structure and prioritisation before investing time or money in content creation.
Common reasons include:
- they have research, but no actionable plan
- content creation feels inefficient or inconsistent
- writers lack clear direction or briefs
- content investment needs to be justified internally
This service provides a practical bridge between insight and execution.
Typical next steps
Clients commonly use the output of this service to:
- move into content creation
- brief internal teams, freelancers, or agencies with greater confidence
- phase content production realistically based on capacity and budget
- use SEO reporting to monitor how planned content performs over time
The content plan is designed to stand alone, but also to support follow-on work where appropriate.
Frequently asked questions
Do I need keyword research before this service?
Yes. This service assumes that you already have the results of keyword research – either carried out by me, internally, or by a third party. If this work has not been completed, keyword research is recommended first.
Does this include writing the content?
Not by default. This service focuses on planning and briefing. The output is designed to make writing easier and more consistent, but article production is not included. But if you want to include content creation as part of the project, we can discuss that as an additional service.
Can the briefs be used by freelancers or agencies?
Yes. The briefs are written in plain language and structured so they can be handed directly to writers without additional explanation.
How many articles are included?
There is no fixed number. Recommendations are based on opportunity, priority, and effort rather than volume. The price of the service will take into account the number of articles we agree on, but this is not just a volume service.
Is this a one-off or ongoing service?
This is a one-off planning engagement. Some clients revisit content planning as priorities change, while others move into ongoing SEO reporting or support.
How long does this process take?
Timelines depend on site size and scope, but the service is designed to move efficiently from inputs to a usable content plan.
Does this include content for my social media channels?
No. This service focuses specifically on planning content for your website. In practice, website content often informs or supports social media activity, and alignment between the two is important. Where relevant, this plan can be shared with a social media manager or used to inform wider content decisions. However, planning social media content, calendars, or channel-specific activity is outside the scope of this service.
Let’s talk
If you think you need some help with SEO or website content, but you’re not sure how to get started, the best option is usually a simple conversation.
Contact me to arrange a no-obligation call, and we can discuss where you are right now, where you want to get to, and how I might help along the way.