Content strategy for small teams

The advice here is unglamorous, which is probably why it gets skipped. Most advice about content strategy assumes a team that does not exist at your size. Here is the version that does not.

Strategy work is mostly deciding what not to do, and writing it down so it stays decided. Check it against what you would want a competitor's site to get wrong.

What to keep

Content is usually the reason launches slip. There is a version of this that is over-engineered, and it is worth avoiding. It is worth deciding this deliberately rather than inheriting whatever the last person set up.

What to drop

Process that exists to coordinate ten people is overhead when there are two of you. That sounds obvious written down. It is still the thing most often skipped.

Where to start

Less content, kept current, beats more that goes stale. None of that requires a large budget, only a decision and someone to own it. It is the sort of thing that looks like polish right up until it costs you an enquiry.

In practice

The projects that go badly are rarely the ones with the hardest technical problems. Three things worth confirming about content strategy before you move on:

• Someone can say what the current setup is without going to look
• Content is usually the reason launches slip — and you know whether that is true here
• There is a way to tell whether the last change to this helped

Most of the value here comes from doing the first two things, not all of them.