Content planning and strategy

A content strategy answers four questions: who are we writing for, what do they need, which of those needs we can meet better than anyone else, and in what order.

Start from the business

Content should serve a goal you can name:

• Attract: people researching a problem (informational).
• Convince: people comparing options (commercial).
• Convert: people ready to act (transactional or local).
• Support: existing customers, which reduces support load and builds trust.

For each goal, ask what someone needs to know at that moment, and which page leads them to the next step.

The customer journey

Stage	Example query	Content	Next step
Problem	nešiojamas kompiuteris neįsijungia	Troubleshooting guide	Link to the repair service
Options	taisyti ar pirkti naują kompiuterį	Honest comparison with real costs	Link to the repair price list
Decision	nešiojamų kompiuterių remontas šiauliai	Service page with prices and guarantee	Contact or booking
After	kaip prižiūrėti nešiojamą kompiuterį	Care guide	Return visit, reviews

From gaps to a plan

1. Collect gaps: topics in your keyword map without a page. The Content tab's "Add gaps from keyword map" does this.
2. Filter: remove topics that do not serve the business, or that you cannot answer from real knowledge.
3. Prioritise: value first, then effort and competition. Updating an existing page often comes before writing a new one.
4. Assign a format: guide, comparison, service page, category text. The results page shows which format searchers expect.
5. Brief, write, review, publish, then link the new page from relevant existing pages.

A sustainable rhythm

Measure each piece against its purpose

• Guides: impressions, clicks, and clicks from the guide to the service page.
• Service and category pages: enquiries, orders and calls, not only traffic.
• Everything: review after three months, then improve, merge or retire pieces that do not perform.

The analytics module shows how to measure conversions from organic search.