Content Strategy.

Without a strategy, content happens by chance: an article when someone has time, a social media post when something happens. A content strategy brings order to this. It answers five questions: who are we writing for (target group, persona)? Which questions does this target group have at which stage of the customer journey? Which topics can we credibly own? In which formats and channels? And how do we measure whether it works?

Search data helps with choosing topics: which terms are searched for, how strong is the competition, and what intent lies behind them (search intent)? From this, topic clusters emerge, with a central overview page and several in-depth pieces. Now that AI assistants summarise answers, there is a further question: which content is so clear and well evidenced that it gets cited?

An example: an electrical installer in the Zurich Oberland defines two target groups, homeowners and property management companies. For homeowners he plans guides on photovoltaics, charging stations and costs; for property managers, checklists for periodic inspections. Every piece has a goal (enquiry, download, call), and every three months he checks which topics bring enquiries. Topics with no effect are not developed further.

A content strategy does not have to be long. For an SME, two pages are often enough: target groups, ten to twenty core topics, formats, responsibilities and metrics. More important than a thick document is an editorial calendar that is actually followed. How a strategy is turned into copy and pages is described on the Content Marketing Agency Zurich page; which topics are actually searched for is clarified by the keyword research in ongoing SEO support.