Content strategy with a clear purpose

Good content answers your customers’ questions before they ask. I plan what to write, who it’s for and how each piece leads people towards getting in touch.

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Posting without a plan rarely pays off

Many businesses blog when they remember, on whatever comes to mind. It takes time, it rarely ranks and it almost never brings in enquiries.

A content strategy flips that around. It starts with the questions your customers ask, the searches they make and the services you want to sell more of, so every piece has a job to do before anyone writes a word.

Write less, but make every piece count.

What does content strategy include?

Audience research

Understanding the questions and worries your customers have.

Topic planning

A list of topics tied to real searches and business goals.

Content calendar

A realistic publishing plan your team can actually keep to.

Content briefs

Clear briefs for each piece, whether we write it or you do.

Copywriting

Service pages, guides and articles written in your voice.

Performance review

Regular reviews of what’s working, so the plan keeps improving.

Dolmen Diagnostics typographic mark drawing

How it works

Talk

A no-obligation call about your customers and your goals. We’ll talk about what you’ve published before and what has or hasn’t worked.

Talk

A no-obligation call about your customers and your goals. We’ll talk about what you’ve published before and what has or hasn’t worked.

Research

Audience, keyword and competitor research to find opportunities. We look for the questions your customers ask that nobody is answering well.

Research

Audience, keyword and competitor research to find opportunities. We look for the questions your customers ask that nobody is answering well.

Plan

A content plan and calendar built around your capacity. Every piece has a clear goal, so you’re never writing just for the sake of it.

Plan

A content plan and calendar built around your capacity. Every piece has a clear goal, so you’re never writing just for the sake of it.

Publish

Content written or briefed, published and reviewed over time. We track what performs, then do more of what works and less of what doesn’t.

Publish

Content written or briefed, published and reviewed over time. We track what performs, then do more of what works and less of what doesn’t.

Project review

Specialist content for the people making the decision

Dolmen Diagnostics speaks to Heads of R&D, Quality Directors and senior decision-makers in diagnostics and medical devices. These are busy readers who need to understand the consultancy’s expertise quickly. We structured the website around their priorities: IVDR, design control, quality systems and product development. Clear summaries lead to detailed service pages, while named clients, relevant experience and evidence of hands-on delivery establish credibility early. The content explains complex regulatory work in plain terms without losing the technical detail this audience expects, helping the right prospects recognise their needs and take the next step.

"Glenn took the time to understand my work and explained the thinking behind every step. The brand and website reflect how I work, explains complex regulatory work in plain terms, and I can update them myself."