Content Strategy for a Travel Publication

Situation

Lots of posts. No spine. Traffic was flat and the publication couldn't say what it was actually known for. The brief: work out the territory, then build the plan to own it.

What I built

Site audit, content pillars, editorial roadmap, SEO architecture.

• Full content audit. What earns traffic, what doesn't, what to cut or merge.
• Defined four content pillars tied to reader intent and commercial value
• 12 month editorial roadmap with priority briefs, internal linking map and refresh schedule
• Keyword and SERP research feeding each pillar. Not vibes.
• Brief templates the writers can run with. No hand holding.

Tools

Outcome

A publication that knows what it's for. Writers ship against a roadmap instead of guessing, and every new post has a job to do.