Your customers are out there looking for you.
Let's make sure they can find you.
Your customers are out there looking for you.
Let's make sure they can find you.
Content strategies built for how search works today.
Getting found online has always been about visibility. That hasn’t changed.
For the past decade, a solid content-led SEO strategy meant owning the right keywords, publishing quality content consistently, and building domain authority over time. Those fundamentals still matter. They’re still the foundation of every content strategy I build.
But something has shifted in the last couple of years, and ignoring it would be a mistake.
AI Overviews are answering questions before anyone clicks. Search is spreading out across ChatGPT, Perplexity, Reddit, LinkedIn, newsletters, and podcasts. Click-through rates from traditional search results are falling, and businesses that rely heavily on organic Google traffic are starting to feel the gap.
The businesses that come out ahead keep doing the SEO fundamentals — while also building visibility in the new places their audiences are actually spending time. That’s the hybrid approach I bring to every content strategy I build now.
You need to be findable — and that means showing up in more places than just Google.
How an Inkwell Content Strategy Works
Phase 1
Taking Stock
Before we build anything, we figure out exactly where you stand. That means a full technical audit of your site, an analysis of your current content performance and keyword rankings, and an honest assessment of your site structure. Whether you’re starting from scratch or trying to figure out why growth has plateaued, you’ll walk away from this phase with a clear picture of your current position — no guesswork.
With a clear picture in hand, we tackle the most pressing issues first. Glaring technical problems that are quietly holding you back. Primary landing pages that should be showing up in search but aren’t. Critical content gaps that need filling. We also get your tracking and monitoring set up properly, so that as things improve, you can actually see it happening.
Phase 2
Immediate Opportunities
Phase 3
New Visibility Pathways
Once the foundation is solid, we look outward. What audiences aren’t you reaching yet? Where else are your ideal customers looking for answers — other search platforms, social channels, newsletters, industry communities? This phase is about building visibility beyond Google, so your content is working harder and reaching further than it did before.
Everything we’ve learned in the first three phases goes into a comprehensive strategy document — a clear, prioritized roadmap that tells you exactly what to focus on, in what order, and why. I don’t do vague recommendations or smoke-and-mirror methodologies. You get a plan your team can actually pick up and run with.
Phase 4
Building the Strategy
Phase 5
Equipping Your Team
A strategy is only useful if the people executing it understand it. I work directly with your team to make sure everyone knows what they’re doing and why. If you need additional capacity, I’ll connect you with specialists from my network. And if you want to keep me on as an ongoing consultant as the work gets underway, we can discuss what that looks like.
What goes into a content strategy?
Every content strategy is unique, and before I can build yours, I’ll need to first interview you to discover your goals, audience, and products/services.You may not need all of these elements, or you may need others that aren’t here, but generally, here’s what I recommend:
Website Audit
Identify any technical or user-experience issues that could be a roadblock to your SEO success.
Competitor Analysis
Deep insights on your competitors content, keywords rankings, and gaps in their strategy.
Audience Insights
Combine any existing data you have with research into your audience's wants and needs.
SEO Data
A complete analysis of where you stand right now in terms of SEO and Google Analytics metrics.
What do you get when it's done?
Digital Strategy
Of course, you'll receive an extensive document that outlines your strategy from start to finish. All of the research, insights, and advice in one handy place.
List of Priorities
Each strategy includes a list of priorities for your content marketing strategy. This covers both quick wins and a long-term strategy.
Open Dialogue
You and I will meet, on the phone, via video chat, or if we're in the same place over a coffee or beer. I'll walk you through the strategy and answer your questions.
Content Calendar
Finally, I'll give you a content calendar for 3 months, showing you exactly what content you should create now to have the greatest impact for your business.