Content strategy & content marketing
Is your content strategy actually working?
Most business owners write blog posts, post to social, send the odd newsletter, and have no idea which of it brings in customers. I find out, then fix it.
The problem
Search traffic is not coming back
68.01%
of US Google searches ended without a click in January to April 2026. When an AI Overview appears, the top-ranking page's average click-through rate is 58% lower.
40%
of more than 300 US small businesses surveyed noticed at least some traffic disruption, which the survey links to algorithm changes and AI search. Among firms with 11 to 100 staff, 46% reported losing traffic.
64% vs 52%
Asked for their main sources of website traffic, 64% of the same small businesses named social media and 52% named organic search. Most content plans have not caught up.
Sources: SparkToro, June 2026 (Similarweb US data); Ahrefs, February 2026; WordStream small business survey, March 2026 (300+ US respondents).
What I do about it
Fewer pieces. Aimed at people who are ready to buy.
The answer is not more posts. It is knowing which questions your customers actually ask before they spend money, and being the clearest answer to those questions.
1. Find out what is actually happening
What you have published, what it earns you, where your buyers actually look, and what your competitors are winning that you are not.
2. Decide what to stop doing
Usually the fastest win. Most content plans are spread across too many channels for the time available.
3. Build a plan you can actually run
A specific list of what to publish, where, and in what order — sized to the hours you genuinely have, not a fantasy calendar.
4. Run it, or teach your person to
I can write and produce it, or coach whoever already does it in-house until they do not need me.
What that work actually looks like
Named plainly, because "content marketing" means nothing until you say which part.
Most of it starts with a hard look at what you have already published and a decision about what to stop doing. After that it is usually rewriting the pages that are supposed to sell, making those pages findable by people close to buying, and answering the questions your buyers ask before they spend.
Some businesses need the words agreed before anything else — one description of what you do that everyone can repeat. Some already have the words and need a careful read before their name goes on it. Some are winning in the room and losing on paper, which is a case study and proposal problem. If you have recordings gathering dust, that is a month of material you have already paid for.
And when the plan is fine but nobody is running it, that is the part the name refers to: somebody who owns the schedule, the freelancers and the publishing. There are 261 services in all, in ten groups. You will need three or four.
Illustrated character Betty Voss“Tell me what you need and I'll point you at it.”
Start with a conversation
Tell me what is not working. If I am not the right person for it, I will say so.