Strategy starts with a backlog of requests from every business unit and keyword tools. What can each team publish this quarter?
Strategy starts with a keyword list built from volume and difficulty scores. High numbers, low buying intent, no view of the wider org.
Strategy starts with your ICP and a full category mindmap built before any keyword tool opens. Categories, sub-categories, and buying triggers mapped across business units and regions first. Keywords come after.
Quarters of publishing and stakeholder sign-off before anything moves in the funnel. If it ever does.
"Give it six months." Results are always one more quarter away, and procurement is still waiting on a business case.
BOFU content and high-intent categories go live first, even on a large site. Early pipeline while the broader programme builds underneath. No warm-up period.
Traffic is up. Shared in the all-hands. Nobody connects it to revenue or to a specific business unit.
Rankings improved. Sessions increased. Nobody asks about pipeline contribution or which region it came from.
MQLs, SQLs, and pipeline influenced — tracked by page type, intent category, region, and business unit. The same numbers your board and CFO ask about.
Conversion is handled after content is live. A CTA dropped in at the end, if legal signs off.
Conversion is rarely in scope. The agency writes the content. Someone else figures out how to convert it across regions.
Conversion is built into the brief before a word is written. Every page has a role, a next step, and a clear pipeline path from day one — governed consistently across the whole site.
Content is written from internal knowledge and competitor blogs. No structured view of how buyers outside the building think, and no de-duplication across teams.
Content is written from a keyword brief. What buyers say on sales calls never reaches the writer, and business units quietly compete for the same terms.
Every brief is built from real buyer language extracted from sales call recordings. Content is written the way your buyers talk when they are evaluating solutions — governed so business units complement each other instead of cannibalising.