B2B CONTENT STRATEGIST

B2B Content Strategist

Most content strategy work is a generic framework with no idea how your buyers actually search or where they sit in the funnel. I plan the content audit, the editorial roadmap, and the funnel-stage mapping myself, then write and optimise the pieces too, so the strategy isn't handed off to someone who's never touched the execution.

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Real proof

DTC ecommerce: £102K to £200K monthly revenue in 10 weeks

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Most content strategy work is a framework handed to someone else to execute, and something gets lost in that handoff. That’s the gap.

A content calendar isn’t a strategy. Picking topics to keep a schedule full is different from mapping content to what your buyers actually search and where they sit in the funnel.

Strategy without execution stalls. A roadmap nobody follows through on is a slide deck, not a result. I plan it and write it, so there’s nowhere for it to stall.

Old content needs attention too. A proper strategy includes what to update or retire, not just what to add next.

Related reading: content writing services if it’s the pieces themselves you need, B2B content writer for the writing side specifically, the B2B SEO consultant page if you want the SEO alongside it, or how I measure results for how every roadmap gets tracked through to revenue.

The problems

What's usually missing from the content strategy

8 problems I find most often. Not sure which is yours? Take the quiz.

A content calendar with no strategy behind it Topics picked from a generic "SEO-friendly ideas" list, filled in to keep a schedule full rather than mapped to what your buyers are actually deciding between.

What it looks like

Topics picked from a generic "SEO-friendly ideas" list, filled in to keep a schedule full rather than mapped to what your buyers are actually deciding between.

How to spot it in two minutes

Ask why a specific topic was chosen. If the honest answer is "it was next on the list," there's no real strategy behind it.

How I fix it

I map every topic to a real keyword, a real buyer question, and a stage in your funnel before it goes on the calendar.

Content written with no keyword or intent research behind it Pieces published hoping they'll rank, with no check on whether anyone searches the topic or what's already ranking for it.

What it looks like

Pieces published hoping they'll rank, with no check on whether anyone searches the topic or what's already ranking for it.

How to spot it in two minutes

Pick a recent post and search its working title. If you're not sure where it'd land, nobody checked before writing it.

How I fix it

Every piece gets scoped against real search volume and intent before a word is written, not after.

No clear site architecture connecting the content Dozens of blog posts and pages that exist in isolation, none of them linking to the service or product page they should be feeding.

What it looks like

Dozens of blog posts and pages that exist in isolation, none of them linking to the service or product page they should be feeding.

How to spot it in two minutes

Pick five recent posts and count how many link to an actual service or product page. Often it's one or none.

How I fix it

I map content to your site structure so traffic has somewhere to go once it arrives, not just somewhere to land.

No way to tell which content is actually working A year of published posts with no view on which ones earned traffic, links, or enquiries, and which were wasted effort.

What it looks like

A year of published posts with no view on which ones earned traffic, links, or enquiries, and which were wasted effort.

How to spot it in two minutes

Ask which three posts from last year performed best. If nobody can answer without digging, there's no reporting loop.

How I fix it

Every engagement is tracked on the [dashboard I use](/how-i-measure-results/), so the next quarter's calendar is built from what actually worked, not a guess.

Strategy and writing split across different people A strategist hands a brief to a freelancer who's never spoken to the strategist, and the piece that comes back doesn't quite match what was actually needed.

What it looks like

A strategist hands a brief to a freelancer who's never spoken to the strategist, and the piece that comes back doesn't quite match what was actually needed.

How to spot it in two minutes

Ask how many people touched the last piece before it was published. More than two, and something usually gets lost.

How I fix it

I plan it and write it, so nothing gets lost in a handoff.

Nothing written for buyers who are ready to decide A blog full of awareness-stage "what is X" posts and nothing built for someone actively comparing you against two competitors.

What it looks like

A blog full of awareness-stage "what is X" posts and nothing built for someone actively comparing you against two competitors.

How to spot it in two minutes

Search your own category's comparison and "vs." terms. If a competitor owns that content and you don't, that's the gap.

How I fix it

I map content to every stage of the funnel, not just the top of it.

Old content left to go stale Posts from two or three years ago still live with outdated claims, old pricing, or dead links, quietly costing trust with anyone who finds them.

What it looks like

Posts from two or three years ago still live with outdated claims, old pricing, or dead links, quietly costing trust with anyone who finds them.

How to spot it in two minutes

Sort your blog by publish date and read the oldest five posts. If they still reflect reality, that's unusual.

How I fix it

A proper content audit flags what to update, merge, or retire, not just what to add next.

Content planned for one market, assumed to work everywhere The same calendar and topics reused for every region you sell into, with no adjustment for how that market actually searches.

What it looks like

The same calendar and topics reused for every region you sell into, with no adjustment for how that market actually searches.

How to spot it in two minutes

Compare your top content to what's actually ranking in a second market you sell into. Often it's a different set of terms entirely.

How I fix it

I plan market by market where it matters, rather than assuming one calendar fits every region.

What you get

Content audit & gap analysis

What’s live, what’s working, what’s stale, and where competitors have content you don’t, ranked by likely impact.

Editorial roadmap & calendar

Topics mapped to real keyword data and funnel stage, not a generic list of “SEO-friendly” ideas.

Funnel-stage content mapping

Research-stage, comparison-stage, and decision-stage content planned as three different jobs, not one calendar.

Reporting tied to revenue

Every engagement tracked on the dashboard I use to see what’s actually turning into enquiries, not just traffic.

Get in touch

No obligation, no sales pitch.

Before you get in touch

What you're probably wondering

We already have a content calendar, we just need more writing

Then the writing service alone might be all you need, see [content writing services](/content-writing-services/). Strategy is worth revisiting here if the calendar hasn't been checked against real keyword data or funnel stage in a while.

We have a strategist, we just need execution

Fair, and I can slot in as the writer against someone else's plan. Where this page fits is when the strategy and the execution are better off coming from the same person.

We tried a content strategist before and got a slide deck, not results

That's the common failure mode, a framework with no follow-through. Every roadmap I build, I also execute, so there's nowhere for it to stall after the deck is delivered.

We're not sure strategy is worth paying for separately

It usually isn't, as a standalone deliverable. It's priced as part of the ongoing content work itself, see [pricing](/pricing/), not billed as a separate planning phase you pay for before anything gets written.

How it works

How this engagement starts

Get in touch

A few questions about your business, your buyers, and what’s currently driving (or not driving) your content.

Content audit & strategy session

A review of what’s live, a competitor content gap analysis, and a call to map out funnel stage and priorities.

Roadmap, then the writing

A prioritised editorial roadmap, then the pieces themselves, priced from published rates.

FAQ

Questions people ask before we start

Is this just content writing with a different name?

No. Content writing services cover the pieces themselves. This covers the audit, the roadmap, and the funnel-stage mapping that decides what gets written and why, then the writing on top of it if you want both from the same person.

Do you offer strategy on its own, without the writing?

Rarely. A strategy with nobody committed to executing it tends to stall. I’ll scope it separately if that’s genuinely what you need, but most engagements work better with both together.

How is this different from a content marketing agency?

Independent. One person from the audit through to the published piece, no account manager, no strategy deck handed off to a junior to execute.

What industries do you plan content for?

Mostly B2B SaaS, ecommerce, and manufacturing, the same three I work in for SEO and writing. Outside that, get in touch and I’ll tell you honestly whether it’s a fit.

How much does this cost?

Strategy is built into the ongoing content work itself rather than billed as a separate phase. See pricing for current rates, starting from £1,100/mo for a monthly content schedule with the roadmap behind it.

Do you handle the SEO too, or just the content strategy?

Both, if you want them. I plan the keyword research alongside the content strategy, the same process behind every engagement. See B2B SEO consultant if you want the fuller SEO service alongside it.

✓ One person plans the strategy and writes the pieces, no handoff
✓ Backed by real SEO and keyword research, not generic frameworks
✓ SaaS, ecommerce, and manufacturing, the same three industries I work in

Guides

Content strategy guides

Content strategist vs. content writer: which one does your business actually need?

A content strategist and a content writer solve different problems, and hiring the wrong one first is a common, expensive mistake. Here's the honest difference, and which to hire first.

The product description writing checklist: what actually gets read

A practical product description writing checklist covering research, structure, and what to actually say, the fixes that turn a spec sheet into copy that converts.

Ecommerce content writer vs. generalist copywriter: when running the channel actually matters

An ecommerce content writer who's actually run DTC and marketplace channels writes differently to a generalist copywriter. Here's the honest framework for when that experience matters, and when it doesn't.

Manufacturing content writer vs. generalist copywriter: why shop-floor experience matters

A manufacturing content writer and a generalist copywriter read differently to an engineer. Here's the honest framework for when industry experience actually matters, and when a generalist is fine.

SaaS content writer vs. generalist copywriter: an honest decision framework

A SaaS content writer and a generalist copywriter aren't interchangeable. Here's the honest framework for which one your SaaS company actually needs, and when a generalist is genuinely fine.

The website copywriting checklist: what to fix before you rewrite a page

A practical website copywriting checklist covering homepage, about, and service pages, what actually gets rewritten first and why, before you brief a full site rewrite.

Other ways I can help

Ready to talk?

No sales pitch, just a straight conversation about your SEO.

Get in touch

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