The glossary — chapter 3 of 12
Content Strategy, defined
What gets created, improved or retired — and why.
In practice
An existing page is reviewed against intent, evidence, usefulness and its role in conversion.
Why it matters
It prevents publishing from becoming a volume exercise with no clear purpose.
Content Strategy
A plan for creating, improving, distributing and maintaining content that supports users and business goals.
Ana says: Publishing more is not automatically strategy. Sometimes it is just faster clutter.
Content Brief
Instructions defining a page’s audience, intent, structure, evidence, internal links and conversion goal.
Ana says: “Write something SEO-friendly” is not a brief. It is a cry for help.
Content Audit
A structured evaluation of existing content, quality, accuracy, purpose and performance.
Content Decay
A gradual loss of rankings, traffic or usefulness as information and competition change.
Content Refresh
A meaningful update that improves accuracy, usefulness, evidence or intent alignment.
Ana says: Changing the date and adding two adjectives is not a refresh. It is makeup.
Beyond the definitions
Where this chapter becomes work
Demand, intent and content — planned before anything gets written.
Proof, or nothing.
Where this leads
The definitions are free. The diagnosis is a conversation.
A conversation first, to check the fit. If what you need is not something I do, I will tell you who does.
Nine ways of working, from a one-off audit to ongoing consulting.
The full glossary, with the A–Z index and the PDF.