PIPELINEGuide
Content Creation: Process, approach and what you need to contribute
The process for content creation from the first question to ongoing operations — including what you need to contribute to make it work.
A content creation project runs in 4 steps: from “finding topics” to “publishing and follow-up”, ongoing, typically 2 to 4 posts per month. Each step ends with a clear approval before the next one begins.
01 — Process
The steps in detail
Finding topics
From search data and from what sales is constantly being asked.
Gathering knowledge
One conversation per topic with someone from the business. Without that, you only get generic platitudes.
Writing and aligning
Draft, your corrections, final polish.
Publishing and follow-up
Integration, internal linking, review of impact after three months.
02 — Participation
What we need from you
- A contact person who can make decisions — not just forward them.
- Access to the affected systems, in time and not on launch day.
- Real examples from daily business — the messier, the more useful for testing.
- Two to four hours for coordination, distributed over the project duration.
- An answer to the question of what success means. Without it, nothing can be assessed afterward.
03 — Scope
What's included
- Topic plan based on real search queries and your sales questions
- Research and one expert conversation per topic, so there's substance
- Copy in your language, not in agency-speak
- Structure for readability and search engines alike
- Images, graphics and tables where they can replace text
- Updates to existing posts that are outdated
04 — Questions
Frequently asked questions
How many posts do we need?
Better two good ones a month than eight thin ones. Search engines now evaluate more clearly by substance; one page that answers a question completely beats five that say the same thing halfway.
Do you write that with AI?
We use AI where it helps — structuring research, drafts, variations. The core of every text comes from a professional conversation with you, and every text is revised and checked by a human. Purely machine-generated texts without original knowledge rank poorly and read even worse.
What about outdated posts?
Update instead of rewriting. A revised post with existing history is almost always more effective than a new one on the same topic.
Who decides what to write about?
Together, based on two sources: what search engine users actually ask, and what your sales team constantly has to explain. Both together produce the topic list.
What if our specialist knowledge changes quickly?
Then we mark posts with an update date and agree on the rhythm for reviewing them — that's cheaper than rewriting every time.
How long does it take for content to work?
Three to six months for the first positions, longer for competitive topics. Posts on very specific questions often work faster because there's less competition there.
Do we get the texts as raw files too?
Yes, in a common format that you can reuse or adapt yourself. The content belongs to you, regardless of whether we also integrate the page technically.
05 — Decision
How to move forward
The most affordable next step is a conversation, not a quote. Twenty minutes is usually enough to clarify whether a project makes sense, what scope it involves, and whether we're the right fit.
If we're not, we'll say so. An honest no costs less than a project you abandon after three months — for both sides.
06 — Next
Related pages
- Content Creation — Overview
- Content Creation — Common Mistakes
- Content Creation — Practical Examples
- Content Creation — Checklist
- Content Creation — Pros and Cons
- Content Creation — Duration
- Content Creation — Requirements
- Content Creation — DIY
- SEO
- Landing page
- Local SEO
- All guides
Content Creation by Region
Next step
We'll look at your starting position.
Tell us what's eating up time today. That becomes an assessment with effort and benefit — and only then an offer.