Developing a content strategy
A content strategy decides which content serves which goal and who keeps it up to date. Your pages then get found and stay current.
Background
When a website grows without a plan, pages go out of date, topics overlap and nobody owns the upkeep. Search visibility and customer trust both suffer.
A strategy ties the running budget for copy, images and upkeep to measurable goals such as enquiries or job applications.
What it includes
Topics: drawn from audiences, search queries and sales questions
Formats: service pages, expert articles, case studies, guides
Editorial plan: frequency, owners and approval steps
Maintenance rules: when content is reviewed, revised or deleted
Approach
A content inventory rates every existing page by traffic, rankings and freshness. Search data and common customer questions complete the picture.
The result is a topic structure for navigation, internal linking and SEO. Outdated or duplicate pages are merged or given a 301 redirect.
Planning effort realistically
The plan covers only what your team can maintain over time. In the CMS, for example Statamic, we set up matching templates and required fields.
Accessibility rules follow WCAG 2.2 AA and the European Accessibility Act: clear headings, meaningful link text, alt text for images.