Audience & persona mapping
We interview your sales and customer-success teams, analyse your existing audience data, and build three to four concrete personas with documented content habits and pain points.
Editorial Strategy
Is your content answering the questions your audience is actually asking?
Our editorial strategy service gives your content a clear north star — defined audience personas, prioritised content pillars, and a 90-day editorial calendar built around real search and business intent.
Strategy is the difference between content that compounds and content that disappears
Most teams publish what's easy or what feels timely, rather than what their audience is searching for or what moves the business forward. An editorial strategy fixes that by giving every content decision a shared foundation. At Stonezpanda, we start with a structured audience and keyword audit — mapping what your customers care about, where they discover content, and what questions are going unanswered in your category. From that data, we define three to five content pillars that your brand will own, then build a 90-day editorial calendar with specific briefs, formats, and distribution targets for each pillar. Every deliverable is documented in a living editorial guide your team can reference without calling us.
What you receive at the end of the engagement
You get a complete editorial strategy pack: a written audience and persona document, a keyword opportunity map segmented by funnel stage, your defined content pillars with rationale, a 90-day calendar with topic briefs already populated, and a one-page editorial governance doc that tells every contributor how decisions get made. We deliver the full pack within three weeks of kick-off, then run a two-hour handover session with your team to walk through every component. If your team is already producing content, we audit the last six months of output and fold those learnings directly into the strategy — so you're not throwing away what's already working.
What the strategy engagement covers
Keyword opportunity map
A prioritised list of search topics segmented by awareness, consideration, and decision stages — so your calendar always has a clear mix of traffic-building and conversion-driving content.
Pillar and cluster architecture
Three to five topic pillars, each with a cluster of supporting content types — long-form articles, social snippets, video outlines — mapped to your team's production capacity.
90-day editorial calendar
A ready-to-execute calendar in Notion or Airtable, with topic titles, assigned formats, target keywords, and distribution channels pre-filled for every piece.
What this service does not include
Editorial strategy does not include writing the actual content — that's a production activity your team or freelancers carry out against the briefs we provide. We also don't manage ongoing calendar updates after the 90-day window closes, though clients on our Pro or Scale pricing plans receive quarterly strategy reviews as part of their package. If your team needs writers sourced and managed, that falls under a separate content operations retainer, which we can discuss after the strategy engagement is complete.
Stop guessing what to publish next
Let's build an editorial strategy that gives your whole team clarity in under three weeks.
Start the conversation