Content strategy & editorial planning
Topics, channels and formats along the customer journey. Planned across media, with an editorial calendar, clear processes and measurable goals.
Outcome: a topic plan based on goals, not on gaps in the calendar.
Content & Communication
Content that lands: we develop the strategy, produce the material and make sure the two fit together.
Why content needs substance
Good content does not happen by accident. It needs a clear direction: who should be reached, with which message, through which channel? Without those answers, content marketing stays piecemeal: individual posts with no thread running through them.
That is why strategy comes before delivery. Strategy supplies topics, formats and priorities. Delivery supplies the material that builds trust and sharpens positioning. Together they create an effect that lasts, rather than a short burst of attention.
The building blocks
Eight building blocks, available on their own or in combination. Because content works best thought through as a whole.
Content audit & review
What is already there, what works, what hurts? An inventory of every piece against quality, audience fit, SEO and AI relevance. Once as an audit or continuously as a review.
Outcome: evidence of which content carries and which is ballast.
Content creation
From SEO brief to whitepaper: copy, structure, metadata and calls to action from one source. For websites, blogs, newsletters and more.
Outcome: production-ready content instead of drafts to rework.
Communication guidelines
The structural framework for good brand communication: tone, style rules and fixed wordings. Binding for teams, agencies and AI systems alike.
Outcome: binding rules that lead to genuinely good content.
Brand voice
How the brand sounds before it says anything. Positioning, core messages and tone worked out in a workshop. The basis for every communication measure.
Outcome: one voice across channels and authors.
PR & reputation management
Visibility beyond owned channels. Plus a reliable way of dealing with what others say about the company, in the media and in AI answers.
Outcome: communication prepared in advance instead of reaction under pressure.
Social media strategy
Which channels, which audiences, which content, which cadence. And who carries it. Organic reach built to a plan rather than improvised.
Outcome: a considered presence with a clear role per channel.
Accessible communication
Plain language is a duty, not a nice-to-have: the European Accessibility Act has applied since June 2025. We bring content to a level that reaches more people and holds up legally.
Outcome: content that works with a screen reader and without a mouse.
How a content project runs
01
First conversation
Goals, audiences and the current content situation. Strategic planning starts here.
02
Analysis
Existing content, channels and audience needs reviewed: the basis for topics and priorities.
03
Delivery & sparring
Strategic or editorial focus, both in parallel on larger projects. Delivered by us or as sparring for the in-house team.
Work does not stop once the strategy is written. In content sparring we meet regularly: we assess new topics, check how existing material is performing and adjust the plan. Where it helps, we also take on the ongoing editorial work.
We often act as sparring partners for in-house content teams: the first port of call on topic questions, on prioritisation and in coordination with other departments. For companies that want to build the capability themselves, we run training for the team, built around its own topics and tools.
Straight talk
One viral post creates no lasting effect. Content only works with a system: strategy, consistency and a long breath. That is what we deliver: material that builds trust. Reach on its own is not enough.
Your contact
Senior Content Strategist
Senior Content Strategist, with netzstrategen since 2024. She came to content strategy from journalism, bringing a passion for deep research and an eye for the bigger picture. Her guiding principle: no execution without strategy first. She develops content concepts for B2B, technology, innovation, health and social media, thinks cross-media from the start and guides clients from strategic idea to cross-channel execution.
How healthy is your content?
In a free 30-minute introductory call, we look at where you stand today.