From research to a steady supply of useful content
Step 1 decides what to publish, where and why. Step 2 creates it, gets your approval and puts each piece to work.
Content strategy
What to publish, where and why.
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01Step 1 of 8
Research what customers search for
Topic and keyword research
I research the questions and searches that matter for your services and suburbs, and check which ones your website already answers well.
Your benefitContent planned around what people are actually looking for.
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02Step 2 of 8
Plan where each piece belongs
One plan across website, blog and email
We agree what belongs on your website pages, what suits a blog article, what works as social content and what goes to customers by email, so each piece supports the others.
Your benefitEvery piece of content has a job and a home.
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03Step 3 of 8
Agree your messaging and tone
Sound like your business everywhere
I prepare a messaging and tone guide covering how you describe your services, the words you use and avoid, and the proof points that help people choose you.
Your benefitConsistent messaging, whoever is writing.
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04Step 4 of 8
Set a 90-day calendar
Know what is coming
I prepare a 90-day content calendar with topics, formats, channels and timing, matched to your seasons, offers and capacity.
Your benefitA realistic plan you can see in advance.
Content creation and management
Fresh, useful content, created from your plan every week.
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05Step 5 of 8
Create the content
Drafted for you, in your voice
I create social posts, carousels and short videos, blog articles and local SEO pages, and email content for customers who have opted in to hear from you.
Your input is the knowledge only you have: the answers to customer questions and the details of your work.
Your benefitA steady supply of useful content, without writing it yourself.
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06Step 6 of 8
Review and approve
Nothing goes live without you
Every piece is shared for your approval. You can approve it, request changes or remove it.
Technical claims, prices and offers are checked with you before anything is published.
Your benefitYou control what your business publishes.
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07Step 7 of 8
Publish and connect
Put each piece to work
Approved content is published in the right place and linked to related pages and services, so visitors can easily take the next step.
Emails go only to customers who have opted in to hear from you.
Your benefitContent that helps people find you and act.
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08Step 8 of 8
Review and refine
Learn from what works
Each month I review what was published and how people engaged with it and, where tracking is available, which content led to enquiries.
The calendar is adjusted for the months ahead.
Your benefitA content plan that improves over time.
What you receive
- Topic and keyword research for your services and suburbs.
- A plan for website, blog and email content.
- A messaging and tone guide for your business.
- A 90-day content calendar.
- Social posts, carousels and short videos, if you choose ongoing creation.
- Blog articles, local SEO pages and email content.
- Everything approved by you before it goes live.
Content services
Fresh, useful content that builds trust every week.
Every piece of content has a job
My role is to make your content useful, consistent and connected to your business goals.
You know why each piece exists, where it will appear, who it is for and what it should lead to. That builds trust with customers and a stronger presence in search over time.
Paul Hannigan, Founder, Dove Digital
Why it exists
Each topic tied to a real customer question or search.
Where it appears
Website, blog, social or email, planned together.
Who it is for
Written for the customers you want to reach.
What it leads to
A clear next step: enquire, book, order or visit.
“Paul took my business and turned it into a complete online system: the brand, the website, the marketing, ads and launch plan. He spent time to really understand my business and my customers and never lost sight of the person on the other side of the screen.”
Diana, Clinic Owner, Sydney
Questions You May Have
Do I have to write anything?+
No. I draft the content. Your input is the knowledge only you have, such as answers to customer questions and details of your work, plus your approval before anything is published.
How is this different from social media management?+
Social media management schedules, publishes and monitors posts. Content creation and management produces the content itself: posts, articles, pages and emails. Many businesses use both, working from the same plan.
Will content improve my Google rankings?+
Useful pages and articles built around real searches give you a better chance of appearing for them, but no one can honestly guarantee rankings. Where tracking is available, I report on how your content is performing.
Do you email my customer list?+
Only customers who have opted in to hear from you, and only after you have approved the email.