I put together a backlog and content calendar with priorities, the page goal, intent and format, and the criteria for readiness to publish.
I organise content in stages in the pillar + supporting model: kick-off arrangements, a content audit and indexing audit, topic and intent research,…
At the kick-off I clarify the goal of the page or text, define the audience and the offer the content has to fit, and point out legal and industry constraints.
I prepare a content optimisation plan that organises the work for priority URLs and turns goals into editorial tasks.
I start with the arrangements and the brief, which set out the scope: the content types, the number of topics/pages, the languages, and responsibility for…
I establish the list of URLs to refresh and the goal of the work: traffic, conversions or queries.
I put together an outline with headings, the order of sections and places for CTAs and links.
At the start, I specify which page types we are working on and which roles on the client’s side take part in implementation.

You talk to me, not a salesperson
I work as a freelancer: the same person reads your message, prepares the quote and then runs the project. No sales team in between.