One in three clients who first approach me regarding a business plan is uncertain whether they actually need a business plan, a business proposal or a business presentation or pitch deck. Most often, the consultation process begins with helping the client to identify their needs and my role in facilitating the business planning process. Indeed, there are times when the client’s needs are outside the sphere of niche services I offer, however, the exchange usually ends with the potential client being clarified regarding their needs. So, this article is designed to help the business owner decide which is the most suited to their needs.


Business writing is a skill that is necessary but constantly overlooked. It’s often misconstrued that basic writing and mediocre editing are not significant when presenting important information or documents, much to the contrary.


For a business or company putting out information, a most critical aspect of any publication or document is concise, direct and a clear representation of the information being provided. 


Before we dive into the specifics, let me hasten to advise that the information I am about to provide is highly subjective. There are several factors that will determine, where your client leads come from. As a matter of fact, one piece of information the internet often fails to offer, is that leads also to a high degree depend on the individual knowing their strengths. Content is great, but there are so many content types out there, a person has no business neglecting areas of strength to follow the crowd. But, I digress.


The definition of content strategy can be loose to define, and that primarily accounts for the lack of definitions one may find laying around the web. Ergo, definitions are scarce and will differ, however, they will unify in some way. Here is my definition.

“The holistic development, organization, distribution and maintenance of content to support a brand’s business model or campaign.” (Williams-Reid, 2018)

However, simplistic, this definition captures what content strategy is. It assumes the role as the “brand’s voice”. As suggested in the definition, a content strategy may be used as support for an entire business or brand, or just for a project or campaign.

The content is planned, created, scheduled, and used to empower a business’ position in achieving its goals through content marketing, enabling the company to improve and sustain its position in the industry. BrandingThe strategy shapes the brand’s identity, setting it apart from its competitor’s or simply, positions the brand as the go-to name in the industry by strengthening credibility.  Thus, the content created to support the business goals must speak in unison to the business’ values, tones and perspectives.

Content Strategy vs Content Marketing Strategy

A content strategy is not a content marketing strategy. They do, however, walk hand in hand. The content marketing strategy is used to share the produce of the content strategy. You can produce a mindblowing content strategy and it never reached the heights of its potential or it’s intended audience without the right supporting content marketing.A New Design

The content strategy encompasses the types of content to be created (images, videos, infographics, emails, ebooks, etc.). The strategy also considers the usefulness to the audience and who the content is created for, the best types of content for each platform included and the schedule on which said content may be distributed.

The End Goal

Deliverables from content marketing effort and ultimately the conversion rate from same determines the success rate of a content strategy.  If the content does not in the long or short term increase the conversion rate and set apart the brand in its industry, it has failed and at the very least requires revision. The content strategy is aligned to achieve the business’ goals.



Whether you have a blog, a website, or just some social media pages for your business or personal use, your content matters. It is not simply putting out a piece whether it is good or bad and that will miraculously bring your medium enough attention or traffic to see the conversion rate that you want.

Depending on where you are in the content strategy field, all that we’ve just said may sound like gibber jabber. So let’s start with some basics. What is content? This is not an easy concept to define and many companies or sources will have a different explanation on what it is. Put simply, content is the information and tools put out by a particular entity to enhance the brand experience, brand being whomever is putting out the content. So this can be articles, blogs, pictures, videos, etc. So before we look at content quality there are some key questions to ask, namely;

  1. Who is the target of your content? Who is it for? (The Who)

  2. What is the purpose of your content? Why should the target audience care? (The Why)

  3. What is the end game? What is your content expected to do for you? (The Conversion)

Ultimately, you need to understand who you are putting out the information for and what do you want them to do with it? The answer may be dependent on your platform.


For example; the content on your blog is to engage, inform and/or entertain (The Why) a certain niche who is interested in what it is you are blogging about (The Who). The end goal is to get your readers to buy/hire or subscribe/follow to read (Conversion).

Another example is; the content on your Youtube Channel is to engage, inform and/or entertain (The Why) a certain niche who is interested in what it is you are making videos or vlogging about (The Who). The end goal is to get your readers to subscribe/follow to your channel and watch your videos, like and subscribe to them (Conversion).

So we’ve covered The Who, The Why and The Conversion. It is important to note that ultimately, the quality and nature of your content is dependent on all three factors and as such, if your content is not created to fill all three states at all times, particularly, the conversion, you are wasting your time. With content, quality is always better than quantity, especially if the end goal is business. Though in a paradox, an online presence requires frequent , hence, large quantities of content to be maintained as relevant.

So if you are wondering, yes, you are currently taking in content of Shandean WR Business Services in the form of an information blog.

For content management and strategy services contact us.