Content strategy

Say which pages you will stop publishing.

Content consultants inherit a blog nobody owns and a sales team that still writes its own one-pagers. The proposal should name the audience, the pieces that will exist at the end, and the publishing you will kill.

What you will stop publishing

The credible move is subtraction. A monthly post that exists because someone said the company should have a blog. A resource centre of PDFs the sales team does not send. Write down what ends. Clients who have paid for content before are tired of a calendar that only adds.

Name the audience as a person with a job. A facilities manager comparing service contracts. A founder who has to explain the product to their own board. 'Decision makers' is not an audience you can write for, and the proposal should not pretend it is.

Pieces that will exist at the end

List them. A sales one-pager the team will actually attach. A set of pages that answer the three questions every call repeats. An owned explanation of the offer that replaces the founder's verbal version. Count them. An uncounted 'content engine' is a retainer with no exit.

Writing every piece yourself, designing them, and distributing them on five networks are three fees. Say which one this is. Many good content engagements are the structure and the first pieces, with the client writing the rest from a pattern you leave behind.