Content production
A content strategy is not “we will blog at some point”. It is a plan for what you publish, for whom, where and on what cycle — so that one day the content brings traffic and leads.
In brief
- Start with 2–4 main topics, not 20.
- A hub-and-spoke structure works best for SEO.
- A publishing rhythm of 1–2 good pieces a week.
- Realistic time to first results: 3–6 months.
Choosing the topic areas
- A content strategy is built on 2–4 pillar topics.
- Each pillar consists of one pillar article and 5–10 supporting pieces.
- For a digital marketing company the pillars might be SEO, Google Ads, content marketing and marketing budgets.
The hub-and-spoke structure
- One pillar article (2,000–4,000 words) acts as the topic’s centre.
- It links to the supporting articles, and they link back to the pillar.
- Google likes this. Authority accumulates in the pillar and produces the best rankings.
A realistic publishing calendar
- A light strategy — 1 good article a week
- An active strategy: 2–3 articles a week
- An aggressive strategy: 4–7 articles a week
What to publish
- How-to guides — answers to common questions
- Comparisons: “X versus Y”
- Case studies: customer stories
- Lists — “Ten things about X”
- News and updates: what is happening in the industry
Frequently asked questions
Can I use AI for content production?
You can, but editing is compulsory. Pure AI text does not rank in Google.
Is a blog worth it without other digital marketing?
No. A blog without promotion and internal links is a slow funeral.
How quickly will I see results?
The first rankings within 2–4 months, significant traffic within 6–9 months.
Related reading
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External sources:
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