Part of Marketing strategy
Content marketing strategy
We choose what you actually have something to say about.
Afterwards you know which topics are yours, which questions your audience really asks, and what you stop making. Not a calendar full of boxes. A handful of topics you have something to say about.
What you get
One set of topics that are yours, and a list of what you stop.
What is a content marketing strategy?
A content marketing strategy determines what you publish, for whom, and why. WIT.agency answers four questions for this: which topics are yours, which audience you serve, which format fits, and where it should live. We start from the questions your audience actually asks, not from what you like to talk about. You get a plan with the topics you claim, and especially with what you stop making.
It differs from an editorial calendar: a calendar says when something publishes, a strategy says why it exists. Most content problems aren't production problems, they're choice problems.
Marketing agency based in Belgium · Works locally, nationally and internationally · For businesses and for agencies
Who it is for
This fits B2B companies, scale-ups and considered brands that publish a lot but are not sure it adds up to anything. If your content feels busy but not useful, this is where it gets a spine.
Why WIT
The person who sets the themes is the person who reads the numbers afterwards, so the strategy keeps learning instead of sitting still.
This is why they call us.
“We publish a lot and not much happens.”
A lot of effort goes into something nobody misses. That's not laziness, that's a direction problem.
What we look at
Four questions. And four times a no too.
Content rarely goes wrong in production. It goes wrong because nothing was ever chosen. That's why we answer four questions, each with what doesn't fit. Where the weight falls, you only find out after the first search data.
Topic
What do you know that someone else doesn't?
We look for the topics where your experience makes the difference. Anything you have nothing special to say about drops out, however well it ranks.
Audience
Who is this for, and who do you skip?
A piece meant to speak to everyone speaks to nobody. We choose, per topic, who it's for and what that person already knows.
Format
Why is this an article and not a video or a conversation?
The format follows the question. A decision aid isn't a blog post, an experience isn't a list, and not everything needs to be written.
Place
Where does this need to live to get found?
Your site, your newsletter, LinkedIn, or wherever your audience already is. The same text in five places at once isn't reach, it's noise.
What it comes down to
From making a lot to having something to say.
What's there now
Five tips for a better workspace. Trends for 2027. What is an ERP system?
All correct, and all already written somewhere else.
What's there afterwards
Why implementations at family businesses stall in month three, and what we started doing differently after.
One topic where you know something nobody else has. That's what the Topic question delivers.
Illustrative example, not from an actual client.
The deliverable
Here's what it looks like when it's done.
One plan with the topics that are yours, and the reasoning behind it. We go through it together, and after that it's yours.
- 01The topics you claim, and why they can be yours
- 02The questions your audience actually asks, in their words
- 03Per topic: for whom, in what format, in what place
- 04What you stop making
- 05What needs to happen first, and what can wait
How it usually goes
A fixed way of working. No fixed package.
This is the usual sequence. Where we go deep and where we keep it short gets decided during intake.
Intake
We ask the questions. What do you have something to say about, to whom, and what gets made today.
at the table
Audit
We look at what already exists and what it did. Usually a small minority of pieces turn out to do almost all the work.
grant access
Choices
Topic, audience, format and place. And especially what gets cut, since a plan that keeps everything changes nothing.
decide
Writing
One plan with the topics, the format and the rhythm. Not a calendar full of boxes someone has to fill.
review
Landing
A session with whoever writes it or has it written. We adjust the rhythm until it's workable.
bring your makers together
Where it varies
If you already have a channel that works, we build on it. If your question sits entirely with search traffic, the work goes there.
Where it never varies
We always cut something. And we only make content that moves your business forward, not an Easter bunny for the likes.
What it costs
No rate card. One number.
A content marketing strategy for a business with one audience and a blog is a different job than one for an organisation with four audiences, a newsletter and an editorial team. That's why there's no fixed price tag.
What there is: once the approach is set, the number is fixed. No hourly billing, no extra costs halfway through.
What determines the scope
How many audiences you serve.
One audience, or also candidates, partners and multiple sectors.
How many channels are involved.
Site and newsletter, or also LinkedIn, video, podcast and press.
What already exists.
An archive you can reuse, or a blank page.
One language or several.
Each extra language needs its own topics, not a translation of the first.
Honestly
Sometimes you need something else.
You don't yet know what your brand stands for, so there's nothing to claim yet.
Look at Brand strategyYour topics are right, but nobody finds them.
Look at Digital marketing strategyThe problem is that every department tells a different story.
Look at Communication auditYou're looking for a report to justify a decision that's already made.
Then we're not the right fitClient quote coming.
Frequently asked questions
What people ask before they start.
What does a content marketing strategy cost?
There's no fixed rate, because scope varies by organisation. Price depends on the number of audiences, the number of channels, what already exists, and the number of languages.
Is a content marketing strategy a fixed package?
No. The four questions are fixed, since those are what make it a strategy rather than a calendar. How deep we go on each one isn't.
How long does a content marketing strategy take?
A content marketing strategy runs from intake to the worked-out plan, and that timeline mostly depends on how fast the choices get made.
Do you also write the content?
Yes, that's possible. We can set up and guide production, write it ourselves, or manage your team and freelancers. What we don't do is deliver a calendar and disappear.
How much do we need to publish?
Less than you fear. One piece that answers a real question beats ten pieces that exist because it's Tuesday.
What about AI-written content?
AI makes producing easy, and that's exactly why choosing matters more. A text a machine could also have written adds nothing to your position.
What's the difference with a social media strategy?
A content marketing strategy determines what you have something to say about, regardless of channel. A social media strategy determines which social channels get a job and how.
Does this work if we have a small team?
Yes, and it matters more there. With a small team, every piece you don't make is time that goes to something better.
What is the difference between a content strategy and a content plan?
A content plan is the calendar. A content strategy is the reason behind it: who you are talking to, what you want them to think, and which content actually gets you there.
Choose first. Then write.
The call where we work out whether a content marketing strategy makes sense for you takes thirty minutes and costs nothing.
Book a 30-minute call