Whether you're launching a new site or fixing the one you have, if you work in healthcare, finance, legal, or telecom — your content strategy needs to work harder than most.
What’s content strategy?
Content strategy is the planning, creation, and management of content that connects your business to the right audience. It covers:
- Understanding who your audience is and what they need
- Planning what content to create and where it should live
- Making sure your content gets found through SEO
- Ensuring your messaging is consistent across every channel
- Measuring what’s working and refining over time
What content strategy looks like in practice
Good content isn’t accidental. Every page, message, and interaction should have a purpose. Content strategy helps define what to say, where to say it, and how to guide people toward action.
Content audits
Not sure why your content isn’t performing? A content audit gives you a clear picture. I’ll review your existing content for quality, readability, accessibility, and how well it aligns with what your audience actually needs — then give you a concrete plan for what to fix, what to cut, and what to build on.
Tailored content plans
A tailored and strategic content plan outlines everything you need to create and manage content with confidence. It defines your business goals, target audience, messaging, tone, and style — so every piece of content you publish reflects your business and has a clear purpose behind it.
Card sorting
If your audience struggles to find what they’re looking for, the problem is often structure, not content. Card sorting helps us figure out how your audience expects information to be organized — so your site is intuitive to navigate and your content lands where it needs to.
Channel strategy
Not every channel is right for every business. I’ll help you figure out where your audience actually is and which channels make the most sense for your content — so you’re not spreading yourself thin trying to be everywhere at once
Audience workshops
Good content starts with knowing exactly who you’re talking to. In a workshop, we dig into your audience’s motivations, questions, and behaviours — so your content speaks to the right person, in the right way, at the right moment.
Content governance
In regulated industries, content governance is a non negotiable. It’s how you stay consistent, reduce risk, and make sure nothing slips through the cracks. I’ll help you build a clear framework for how content gets created, reviewed, approved, and updated across your organization.
Content briefs
Before anyone writes a word, a solid brief makes sure everyone’s aligned. I’ll create a brief template tailored to your business and walk you through how to use it — so it becomes a natural part of your content workflow, whether I’m writing the content or handing it off to your team.
How we'll work together
Every project is different, but here’s what a typical content strategy engagement looks like. Depending on the scope of your project, some steps may look different or we may focus on specific areas.
Discovery
Before I recommend anything, I need to understand your business inside and out. We’ll dig into your goals, your audience, your current content, and the challenges getting in your way. For businesses in regulated industries, this also means understanding your compliance environment — what you can say, what you can’t, and where the guardrails are. Discovery isn’t just a kickoff call. It’s the foundation everything else is built on.
Stakeholder interviews
Some of the most valuable insights about your audience don’t live in a spreadsheet. They live with the people closest to your business. I’ll interview key stakeholders across your organization to surface the knowledge, perspectives, and pain points that never make it into a brief. This step is especially important in regulated industries where legal, compliance, and communications teams all have a seat at the table.
Doing the work
Strategy is only as good as the execution behind it. Depending on your needs, this is where I get into the details — building content plans, running card sorting exercises or audience workshops, creating brief templates, developing governance frameworks, or auditing your existing content. Everything I deliver is practical and built to be used, not just filed away.
Competitive analysis
I’ll take a close look at what your competitors are doing — what content they’re creating, which channels they’re using, how they’re positioning themselves, and where they’re showing up in search. The goal isn’t to copy what’s working for them. It’s to find the gaps they’re missing and the opportunities that are yours to own. In regulated industries, this also means understanding how others in your space are navigating complex messaging.
Strategy definition
This is where research turns into a plan. I’ll bring together everything we’ve learned and build a clear, actionable content strategy that defines what to create, for who, on which channels, and why. You’ll walk away with a document that gives your whole team — from writers to executives — a shared understanding of where your content is going and how it’s going to get there.
Knowledge transfer
My goal is to leave you in a stronger position than I found you. Before we wrap up, I’ll make sure you and your team know exactly how to maintain, update, and build on everything we’ve created together. That means walking you through your content plan, your governance framework, your brief templates — whatever tools we’ve built — so they actually get used long after our engagement ends. You shouldn’t need me forever. But you’ll know where to find me.
Here's how content strategy improves your bottom line
Investing in a solid content strategy might just be one of the smartest moves you can make for your business. Here’s why:
Enhances user experience
A positive user experience correlates with improved conversion rates. When users find value in your content, spend more time on your channels, and have a seamless experience, they are more likely to convert into customers.
Builds authority and trust
Building brand authority and trust leads to customer loyalty and repeat business. Trustworthy brands are more likely to retain customers and attract new ones through positive word-of-mouth.
Drives organic traffic
A well-executed content strategy should always aligns with your SEO goals. I’ll optimize your content for search engines, because what’s the point of having a website if no one can find it?
You're in good hands. Let's work together
With so many content strategists out there, it’s hard to know who to trust. Here’s what sets me apart — and the results to back it up.
10+ years of experience: I’ve been working in content strategy for over a decade across healthcare, financial services, legal, telecom, and beyond. I’ve seen what works, what doesn’t, and how to navigate the unique challenges that come with regulated industries.
A journalist’s foundation: I started my career as a journalist — which means I know how to ask the right questions, find the real story, and turn complex information into content people actually want to read. That instinct is at the heart of everything I do.
Real results:
- Helped a healthcare client achieve a 24% increase in return visitors through a content strategy overhaul
- Consolidated over 100 pages for a non-profit, making their site easier to navigate and maintain
- Reduced bounce rate by 15% for a financial services client through targeted content improvements
- Developed a content governance framework for a major healthcare organization
- Contributed to a healthcare website redesign that went on to win a design award
A true partner: I don’t deliver a document and disappear. I work alongside your team, share my thinking every step of the way, and make sure you’re set up to maintain and build on everything we create together.
Blog post
5 Reasons Why You Need a Content Strategy
Still on the fence about content strategy? This article breaks down exactly why it’s one of the smartest investments you can make for your business — and what happens when you don’t have one.
Services
Content strategy and SEO in the age of AI
Great content needs to be findable — whether that’s on Google, or increasingly, in AI-powered search. The fundamentals of creating clear, structured, authoritative content have never mattered more.
Frequently asked questions
Is content strategy the same as content writing?
No, they’re different! Content writing focuses on creating the actual words, while content strategy is about planning—deciding what content is needed, why, and how it fits into broader goals. Strategy sets the direction; writing brings it to life.
What happens if I don't have a content strategy?
Without a solid content strategy, your project may lack direction. It can lead to unclear messaging, disconnected user experiences, and content that doesn’t align with your business goals. Essentially, you risk wasting time and resources on content that doesn’t resonate with your audience or drive the results you want. A content strategy ensures that every piece of content has a clear purpose and contributes to the bigger picture.
