Content Strategy: A 6K-Word Guide Into What It Is, Why You Need It, and How To Approach It

Everywhere you look, there is content.

You search up a question on Google Chrome and many articles on the topic appear on your screen — that’s content. You open your Facebook app on your phone and scroll through a couple of posts made by friends and family — that’s content. You see an ad about your favorite shampoo or beard oil — that’s content. You read the description of a product on Amazon — that’s content. Those brief, hilarious videos you love watching on TikTok — yeah, that’s content, too.

But have you ever wondered how all that content came to be? Why were those blog posts written and put on the internet? Why did that company roll out Facebook ads for their products? Why do you always spend such a long time watching YouTube videos?

A brief look through the ‘content’ on search engines and social media platforms and you’re bound to see articles, posts, and/or emails that contain catchphrases like ‘content strategy’, ‘content marketing’, and ‘content planning’. These catchphrases have everything to do with how all the content you see came to life. The problem is that, when these terms are not defined clearly, content can seem meaningless.

I’m writing this article to define those terms very clearly. We’ll start with ‘content strategy’.

What is Content Strategy?

Content strategy, by definition, is the continuous process of turning your brand objectives into a plan that uses various content forms as the major means of achieving those objectives.

Let me explain further.

Anyone can release content into the world.

You could type a bunch of balderdash and post it on Facebook and that will qualify as content. You could switch on a video recorder, record yourself lip-syncing to Lady Gaga’s Born This Way, and post it on TikTok, and that would qualify as content. If you own a boutique, you could take several photos of your wares and post it on Instagram, and that would also qualify as content.

However, without a content strategy, your content will likely not do much for you or your brand. The purpose of crafting a content strategy is to lay out all the goals you want your content to achieve, determine the kind of content that will help you achieve those goals, and figure out how to create, dispense and measure the performance of the content.

Content strategy ensures focus and provides a purpose to your efforts. A well-thought out content strategy forms the foundation that will help you make smart decisions.

Think of content strategy as a highway that you want to construct. To construct this highway perfectly, you have to decide what points the highway will begin and end at. You also have to put down some pavement and decide how many lanes there would be.

If you start constructing without thinking everything through, you’ll waste a great deal of time, money and resources — and nothing will be achieved in the end.

What’s in a solid content strategy?

With how digitized things are in today’s society, many brand owners know of the importance of having a solid content strategy to guide the work processes in the business.

However, many people, including content strategists, think that content strategy should only contain the types of content the content team will create, the topics they would focus on, and how they will distribute it.

It is true that good content strategies contain these things but, alas, these aspects are just a part of the whole; this part is known as the ‘content marketing strategy’, which is just one small part of a good content strategy (the difference will be discussed below).

There are other things that should constitute a good content strategy. These components are as follows:

Brand objectives, content goals, and audience recognition

A solid content strategy begins with establishing brand objectives and content goals. After this, you will outline the target audience. This involves categorizing audiences based on their persona or intent to help understand their demographic, their state of mind, how they spend their time, and how they get their content/information. Customer journeys are often charted to understand the steps customers take.

If the content is digital, you would have to outline opportunities for pleasant user experience and SEO to help customers and search engines recognize the brand’s content.

Editorial planning and message framework

The core of a great content strategy is the message framework. This involves you taking the brand’s industry and putting them into themes. The tone, voice and messaging of the brand’s content will be based on these themes and be relatable to the target audience.

It is at this stage that you should conduct a content audit to identify existing content and incorporate it into the various customer journeys that exist for the brand. This will give you an idea of the kinds of content that will successfully convey your message, and show you the gaps that need to be accounted for in the customer journeys.

Around the message framework, you will build some editorial elements. This includes recommended topics, types of content, content housing, cadence, etc. These elements will also determine who would create, review and measure the content.

The content creation team would be able to use the editorial elements and message framework to create content from a wide range of sources, and also ensure that the brand’s tone, voice, messaging, guidelines and audience needs are being satisfied.

Content distribution and measurement planning

After the content is created, it needs to be distributed in the right way. To increase content visibility, you need to deliver the right content to the right customers at the right time through the right channel. Because of this, content should be distributed within your chosen channels. You can have special calendars that will help you ensure that your content is always relevant to audiences.

What’s the difference between content strategy, content marketing and content planning?

Content strategy, content marketing and content planning are terms that get thrown around a lot. And as such, people confuse the meanings of these terms.

Let’s clear it up.

Content strategy

Content strategy, as explained earlier, defines why and how content can be used to achieve business goals. Your content strategy is the guide to everything you put out. It is the reference you constantly check with to make sure your content planning and execution is on point.

Content strategy is the process that comes right before the planning, execution or distribution of content.

To develop a great content strategy, there are a few questions you need to ask — and answer yourself. These questions include:

Who will be reading your content?

Just like you have to think of the start and end points of a highway you want to construct, you also have to think about your target audience before strategizing your content.

Knowing your target audience intimately helps you craft relevant content for each stage of your customer journey. It helps you serve your customers with the right content at the right time, which will ultimately help you achieve your company goals, whether they are email sign-ups or product purchases.

For example, if your company makes cooking utensils, then it will make much sense for you to create content that revolves around cooking. This is what your target audience should enjoy doing — cooking.

You can decide to attract and retain your target audience by writing blog posts about food and cooking, post cooking recipes and food pictures, or even make cooking videos that feature the utensils your company makes. You can also decide to post educational articles about your products.

Nearly every brand hopes that their content appeals to universal audiences, but content marketing works best when the content is tailored to serve one particular kind of audience. Content that appeals to all demographics of people is never specific enough to provide much value to anyone.

What problem will you be solving for your audience(s)?

This question ties in nicely with identifying your target audience. If you hope to get any sales or paying customers at all, make sure that your product or service is able to solve some problems for your target audience. The average person — including you — likes money and will NOT spend their hard-earned cash on something that will not benefit them.

When you know exactly who your target audience is, you’ll be able to see the world from their perspective. This way, you’ll be able to identify the problems they have in relation to your industry and what you can do to help solve those problems.

Equipped with this knowledge, you can turn your audience’s problems into opportunities for your brand to provide solutions. You can do this by emphasizing unique value propositions, and highlighting the features and benefits of your products/services.

When you know the problems your audience faces, you can figure out ways to improve your products so that they can provide better solutions. You can also recognize opportunities to create brand new products that will satisfy their wants and needs.

What makes you unique?

Many brands spend their time looking for ways to be perfect when, in fact, they should be looking for ways to be unique. As a brand owner, you need to identify the strengths of your business. When you do that, you lean into the element that makes your brand unique. Don’t look at what competitors do better than you or how wonderful their products are. If you truly want your brand to excel, focus on it.

Don’t become a commodity, or a brand that is not different from the others in the same industry. Find your unique selling proposition (USP). This is the most important decision you can make. Your USP should speak directly to your target audience and show them exactly why YOUR business is the one they should patronize.

However, this will only work if you’re meeting some kind of demand and solving your audience’s problems.

What content formats will you focus on?

There are a myriad of content formats brands can take advantage of. These include:

  • Emails
  • Video
  • Whitepapers
  • Infographics
  • Social media posts
  • Blog posts
  • E-books
  • Webinars
  • Podcasts, etc.

As a brand, it is important to focus on just a few content formats and master how to use them to acquire leads and generate revenue. Trying to juggle all these content formats can lead to a burnout in your marketing team.

The most important content formats, however, are blog posts, emails, social media posts and video.

Blog posts serve to educate your audience about your industry through texts. Emails help brands forge personal relationships with customers and guide them through their respective customer journeys to intended conversion. Social media posts help spread the word about the existence of a brand and the benefits of their products. If a brand offers a product that has many videos, a walk-through/explanatory video can educate customers on the products/services the brand is offering.

To acquire customers or generate extra revenue, brands can write eBooks and deliver them to their customers, either as a lead incentive or a paid digital product.

What channels will you publish on?

After deciding on the content formats you want to use to promote your brand and generate revenue, you have to figure out the channels through which you will distribute the content you will create.

Most brands publish educational blog posts and videos on their websites. Emails are sent to customers through an email service provider. Social media posts are shared on social media platforms, of course. Brands can decide to sell/deliver digital products to their customers through their email service provider, their website or a third-party tool.

The channel brands struggle most with is social media. Many brands think that they have to be on all social media platforms to get the most reach. This is false. Usually, one or two social media platforms are great for brands. The best ones are Facebook and Instagram.

Facebook is amazing for reaching a wide audience and creating adverts. Instagram is great, too, for reaching a wide audience, but serves exceptionally well when the brand in question is a visual one e.g. a skincare brand, a fashion line, a hair salon, etc.

How will you manage content creation and publication?

When you have noted the kinds of content you want to create and how you want to publish them, you have to outline how exactly you will balance the creation and publication of this content.

Many brands have marketing teams that consist of people who are responsible for creating and publishing content. On the teams, there are content strategists, content writers, and content marketers. The strategists outline the whole process, the writers produce the content and the marketers publish the content (and market them, too).

If your brand is a start-up and you cannot afford an in-house team, you can outsource help.

Content planning

Content planning is the aspect where you actually decide what content you’ll release and when you’ll release it. Content planning is that time where you create topics, choose specific content forms and ways to address your goals. Everything you have decided on during your planning process would then be put into your editorial calendar.

It is during the content planning stage that you consider if:

  • the topics your created fit perfectly into the themes you established in your content strategy
  • the content you want to put out will be helpful and relevant to your target audience
  • the kinds of content you’re planning are demanded by your audience
  • your company has seasonal or promotional periods that you need to create special content for
  • there are certain profitable content channels that your competitors aren’t taking advantage of yet
  • there are existing content that you can update and repurpose to get even more results

During the content planning process, you develop your content topic according to the themes you developed as part of your content strategy.

Content marketing

Content marketing is a strategy that involves using high-quality content to engage target audiences and potential customers, which often leads to more traffic, links from high-authority websites, improved SEO and increased leads.

Content marketing has levels — it can be very simple and straightforward (a whitepaper), and also complex and sophisticated (a massive email or ad campaign).

Content marketing and content strategy go hand-in-hand. While content strategy is the research and effort put into developing an effective marketing campaign, content marketing IS the campaign itself, and it comes after content planning.

Without a content strategy, the content you put out won’t be helpful to your target audience. And without content marketing, the content you put out will not even reach your target audience. Content marketing is what will help you elevate your content strategy and content plan to boost your rankings in search engines and generate leads for your brand.

What’s the difference between a content strategy and content marketing strategy?

We have touched on content strategy above and established that content strategy is the ‘why’ and ‘how’ for your brand’s whole content ecosystem. Content strategy defines what needs to be created and distributed across the totality of customer journeys, including post-purchase.

A good content strategy would cover brand components like:

  • marketing
  • sales
  • upsell and retention
  • partnerships
  • events
  • internal communications

Now, a content marketing strategy is a small portion of content strategy itself. It defines the specific goals, target audience, and challenges to be tackled by a content marketing campaign. It is in your content marketing strategy that you would decide the kinds of content you’ll create, distribution channels and the metrics you would use to measure the performance of your content.

Your content marketing strategy would touch on marketing disciplines like:

  • search marketing
  • email marketing
  • social media marketing
  • PR
  • app and website design

Why is it important for brands to have a content strategy?

Gone are the days when publishing one blog post every three months had no negative effect on businesses. These days, posting random photos of cute puppies and sunsets on your brand’s Instagram page will not help you scale your company. If you plan to use content to promote your brand, you need to have a content strategy.

According to B2B findings, about 63% of the most successful businesses have a documented content strategy as opposed to 14% of the least successful. Those are some pretty extreme numbers, if you consider them closely.

Here are a few reasons why your brand needs to have a content strategy?

It makes content creation easier

Have you ever been stuck trying to think of what topic you should write a block post on? Have you found yourself agonizing about what kind of content you should share on social media? Granted, content creation can be really difficult, but content strategy can make the process much easier.

When you understand why you’re putting content, it will become much easier to think up topics and ideas. When your strategy is based on your business goals, results will improve significantly.

Try to understand what you want to achieve through your content. Do you want to spread the word about your brand’s existence? Are you looking to improve your conversion rate? Do you want to help clients after a purchase? Once you know what your purpose is for creating content, the process of content creation itself will be a lot easier.

It improves consistency

One of the worst things you can do to your brand is to be inconsistent. It is incredibly disastrous to post four blog posts one month, one blog post the next month, and eight blog posts the month after. It is even more terrible when these blog posts are irrelevant to your audience and don’t connect or ‘flow’ into each other.

Random content is damaging to businesses. Having a lot of disconnected random pieces of content on many channels will only serve to confuse your audience. Your target audience expects you to regularly update your website, social media channels or blog with quality content that relates to your industry.

A content strategy can become consistent with your content and satisfy your audience’s expectations as regards content creation and distribution.

It helps you improve branding

All brands have aesthetics that can be perceived by various audiences. A sound content strategy that guides your content creation and distribution can definitely help you carve out your brand and control how it is perceived in the world.

Strategic content that educates people on your company and what it stands for goes a long way. A chaotic approach to this can cause people to have mixed feelings about your brand.

It allows you to save time and energy

If you’re using a hit-or-miss approach to content marketing, you will only waste your time and efforts. A content strategy helps you know how to create content, what kinds of content work best for your company, understand what your target audience wants and ensure that you have an efficient execution process.

This can reduce the amount of time and effort on content marketing. It can help you reach your target audience with relevant content through the right distribution channels.

It helps you track progress

A measurement strategy is an integral part of a content strategy. Before acting on a content strategy, you should know what goals you want to hit. Your short-term and long-term goals should serve as the yardstick with which you measure how effective your content marketing is.

A strong content strategy should contain the metrics you will used to track your progress and decide whether your content marketing efforts are yielding positive results or not.

It helps you identify novel opportunities

To become a successful content strategist or marketer, it is imperative that you constantly look out for new content opportunities. Create content around trending topics that can help you reach your target audience more.

A good content strategy should touch on all the ways a marketer can find news and trendy story ideas that relate to your industry. Without a solid content strategy, it is likely that the time and effort spent in discovering novel opportunities will be haphazard and disorganized. This chaotic element will reflect in the brand’s tone and publications.

How to develop and implement a content strategy

To increase brand awareness and generate high-quality leads, you have to have a solid plan in place to guide your decision-making.

The way your content strategy should be set up depends solely on the kind of brand you run. There is no one-size-fits-all content strategy template you can copy to achieve your brand’s goals.

However, there are a few essential tips that will set you on the right path.

Define your goals

This is the number one step to creating a good content strategy. Great content is created for a reason, and all your reasons need to be outlined before you start thinking about the content itself. Ask yourself what you are trying to achieve by creating and disseminating content. These questions help.

Are you creating content to:

  • boost brand awareness?
  • generate high-quality leads?
  • convert your leads to paying customers?
  • attract and retain employees?
  • re-attract past customers?
  • build customer retention and loyalty?
  • improve your search engine rankings?
  • or something else completely?

Consider what your brand’s mission and vision statements are, your business needs and the goals you want to hit with your content. Once you have done this, you need to decide if content is the best way to achieve these goals. Content is king, yes, but there are times when content is not the best option for a particular situation. For example, content cannot really help you convert customers at the bottom of your sales funnel; only the quality of your products and/or services can do that. However, content is a beat at helping you boost brand awareness and generate leads.

It’s normal for your brand’s goals to morph as your brand grows. For instance, when you just launch, you’ll want to create content that can help build brand awareness. As you get steady customers, you might start to create content that focuses on lead nurturing and conversion. When this happens, you have to update your content strategy objectives to keep them aligned with your business leads.

Conduct persona research

Your content strategy can only yield viable results when you know who your target audience (a.k.a your buyer persona or potential customers) is. This is incredibly important if you’re new to marketing or if you are just starting out. When you know your buyer person, you’ll be able to create content that is relevant and valuable to them.

The best way to know your target audience is to conduct persona research. You can use Google demographics and interests to check what kinds of websites your prospects visit often, the kind of content they engage with most and which social media platforms they like to share content on.

Flesh out your buyer personas. They describe your target audience and serve as a model that you can refer to if you want to make sure that the content you’re creating will be relevant to your audience. Your buyer personas will include your customers’ challenges/pain points, and behavioral motivators. When you have all this information, you’ll better understand the types of content your audience will love, how it will help them and how to make them want to engage with that content.

If your brand has been around for a while, you could ask your marketing and customer support teams what your customers usually deal with. Ask them the questions customers ask or what they request most, and how to best solve their problems. This is a holistic approach that will help all your teams cooperate and work to create strategy that your target audience will find useful.

If you’re an experienced marketer, you might want to target a new group of people or expand your current target. Or you might want to keep the same target audience. It’s normal for this to fluctuate, too. Just remember that conducting persona research at least once a year is essential to scaling your brand.

Determine which types of content you want to create

After conducting persona research, you have to think about the kinds of content you need to produce. Blog posts are admittedly one of the most popular kinds of content. However, blog posts shouldn’t be the only kind of content you create.

Different types of content are required for the different segments of your sales funnel. Therefore, you have to decide which content is best for each segment. This way, you’ll create content that is relevant to your target audience no matter what position they are in your customer journeys.

Your sales funnel should typically contain three key segments: Brand Awareness, Customer Evaluation and Product Purchase. These segments should have different content types.

Content types that cater to brand awareness include blog posts, eBooks, whitepapers, checklists, worksheets, how-to videos, and educational webinars. For customer evaluation, content types like case studies, infographics, samples, FAQs, demo videos, data sheets and product webinar should do the trick. For product purchase, you should offer content like live demos, free trials, coupons, estimates, and consultations.

Brainstorm content ideas

After determining your ideal content types, you have to brainstorm content ideas. This is not really easy to do on your own because the ideas you’ll come up with are really hit-or-miss. Nonetheless, you should try to come up with ideas that will benefit your brand directly or otherwise.

For example, if you own a skincare brand, you could post informational blog articles about certain key skincare ingredients. These posts will help your readers understand which skincare ingredients are best for the skin problems they may be dealing with. It is even better if your brand already has products that feature these ingredients. You could link the sales pages of your products at appropriate points in the blog posts. This way, you will generate more traffic and more conversions.

Identify the best channels to distribute your content

Your persona research should give you an idea of where your target audience gets their information from. This is crucial because you not only want to create great content, you also want to make sure that your content is seen by the right people at the right time. There’s no better way to make sure of this than to publish your content in the channel your target audience spends most of their time in.

If your brand is a visual one (e.g. a skincare brand or a makeup line), Instagram would be your best bet as the majority of content on Instagram are photos. Facebook is also great too, especially if you want to run product ads. YouTube is great for uploading videos explaining how to use your products.

If your brand provides content writing services for small businesses, you might want to take advantage of LinkedIn, as a professional network, and Facebook, as a great advertising platform.

If your brand offers consulting services, Instagram and Twitter are very good, too. You can also upload industry-related videos on YouTube to grow your customers.

The blog on your website is very useful for uploading industry- and brand-related blog posts, case studies, infographics and whitepapers.

Use an editorial calendar to organize your work

After you’ve noted your content ideas and distribution channels, it is important that you create an editorial calendar to iron out the details on when and where your content will be published. An editorial calendar will help you track your content and make sure you distribute high-quality content on the right platforms consistently.

If you’re just starting out and you’re not publishing a lot of content, you can use Google calendar and input the due dates for each content piece. If your content is bulky and you have a content team, you may have to use some editorial calendar or task management tools that will allow you to schedule all the different parts of your content creation process.

In addition to your editorial calendar, you should also create a social media content calendar where you organize all the content that you will post on social media platforms.

A good chunk of your content ideas will be evergreen — they will be relevant for months — and even years — to come. Nevertheless, you should also create timely content too. They may not make up the majority of your editorial calendar but they can help you garner traffic spikes.

You can create content that is peculiar to Thanksgiving, Christmas, New Year’s and even Halloween. You can take it a notch higher by creating content for smaller holidays that might appeal to your target audience.

Run a content audit

A content audit is a document that contains all the URLs on your website and show important metrics like the owner of the content, how the content performs, if the URL should be retired, where a URL should redirect to, etc.

If you have a lot of content on your site, many authors, and no governance plan, you can assess your content efforts and its results in the past year by running a content audit.

Content audits are incredibly useful for governing content and managing a website. They can help content teams analyze content performance, pinpoint current trends and track editorial changes. Content audits are also really useful when a brand is undergoing a redesign.

They are action-based and can help you make important decisions about your content. It can help figure out which content you should dump, which ones you should keep as is, which ones you can improve on, and the ones you can merge with other content.

Repurpose your content

Repurposing existing content is a great opportunity to reach a wider audience and it is something every content strategist should do. Many brands are so focused on publishing one content piece after the other that they completely forget all the high-quality content they have already produced.

If you have been producing content for quite some time, you most likely have a lot of useful content on your blog, YouTube channel or other distribution channels. Instead of ignoring these content pieces, you can recycle them and use them in a different way.

For example, if you have been posting one article each week on your blog for the past year, you could collate all 52 blog posts and make them into an eBook. This way, you would be disseminating information to your customers in a different format.

You can also publish a round-up article of your most popular blog posts on your website, turn a blog post into a short video or infographic, publish old posts on Medium, or do a good ole content upgrade.

Create an integrated omnichannel experience

An omnichannel, by definition, is an approach to marketing and/or sales that offers customers a variety of seamlessly connected channels that allow them to interact with the brand on multiple channels, whether physical or virtual.

Although they are quite similar, an omnichannel experience is NOT the same as a multichannel experience. The major difference between both experiences is the level of connection between the chosen channels. In both, customers can interact with your brand across physical and digital channels, but in a multichannel experience, these channels are not connected. In an omnichannel experience, all the channels are connected to each other.

Let me explain with an illustration.

Say, you step into a footwear store and see a sandal that you really love. You check and see that the sandal is not in stock in your size. If that footwear brand offers an omnichannel customer experience, you’ll be able to open the store’s site or app on your phone and check if the sandal is available in your size online or at another branch. If the brand does not have an omnichannel strategy in place, you’ll have to ask a store staff to re-order the item or you’ll search other stores. Worst case — and most likely — scenario, you’ll just sigh and leave the store.

Creating an omnichannel experience is really beneficial to a brand because it makes it much smoother and easier for customers to deal with the company. It also helps the brand generate more ROI because it cuts down the time and resources that come with a less intuitive approach.

An omnichannel experience can also give teams a better view of the customers’ journey. You’ll be able to see exactly how customers interact with your brand, what made them purchase your product or what made them lose interest in your product. You’ll be able to track all your channels inside one big system.

All in all, creating an integrated omnichannel customer experience makes for a stronger brand.

How often should content strategy be revised?

Even as your brand grows and evolves, there are some parts of your content strategy that should stay the same — like your business goals, and mission and vision statements. In fact, these parts are so important that you need to always remember them whenever you’re creating content. You’ll want every piece of content that you create to align with these aspects of your content strategy.

However, you should review and update other elements of your content marketing strategy periodically. Revisit your core topics, distribution channels, and team activity at least once a year. You can do it twice a year if your brand just kicked off. This will ensure that your content strategy and marketing efforts remain on target.

How can one’s content marketing efforts be measured?

The very best way to achieve all the goals you defined is to make them measurable. This means that you have to set key performance indicators (KPIs) for your content strategy. These KPIs will provide milestones you can tick off as you achieve your goals in terms of traffic, SEO, email marketing, social media marketing, sales and revenue, to mention a few.

These goals will have specific dates and numbers attached to them. For example, your goals might be to:

  • make a certain amount of revenue within the month or year
  • get a certain number of new email subscribers
  • get more signups for each lead magnet you have
  • increase your website traffic and customer engagement
  • improve the ranking of some key web pages in SERPs to increase traffic
  • get a certain number of shares, comments and mentions for important web content
  • be invited to participate in major events in your industry

This is not all, though. You also have to pay attention to your marketing expenses on different campaigns, and your customer and sales acquisition costs. Your KPIs would take note of these goals and track your content efforts to make sure you achieve them. It can determine these results through factors like:

  • audience engagement
  • competitors’ shares
  • brand voice

You can use tools to check your KPIs. Some of these tools include:

  • Google Analytics to see how your content performs
  • Buzzsumo and some other social analytics tools to help you measure social shares.
  • Google Alerts to track content marketing efforts
  • SEMRush to help analyze KPIs for your content’s rank in search engine results pages (SERPs)
  • OptinMonster to analyze the success of your content marketing campaigns

When you monitor your progress closely, you’ll be able to adjust your content strategy at regular intervals to suit your progress and company needs.

Define a Winning Content Strategy

It is clear that creating a solid content strategy can help scale your brand greatly. It can also help you accomplish more goals with less effort because you’ll know which ideas work and which don’t.

However, implementing a good content strategy can be a bit challenging. If you’re a beginner content strategist or marketer, expect to encounter a lot of roadblocks and trials-and-errors. But once you do have the correct recipe, it becomes way easier to see the growth you’ve always wanted.

Althea Storm is a SaaS writer and beauty expert who helps clients increase site traffic, SERP rankings, and revenue through long-form articles.