Content Strategy That Scales Across Departments Without Creating Chaos

Enterprise content fails when marketing, product, regional, and corporate teams all create content independently. The result is duplication, cannibalization, and wasted investment. Enterprise content strategy brings coordination.

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close rate for SEO leads vs 1.7% for outbound -- enterprise content strategies that systematically capture intent across the buyer journey produce pipeline that outperforms every outbound channel

Forrester, 2023

Enterprise Content Strategy

Scalable content strategy frameworks for enterprise organizations that coordinate content production across departments, brands, and markets while capturing search demand systematically and preventing the duplication and cannibalization that uncoordinated publishing creates.

What's Included

Everything you get with our Enterprise Content Strategy

Content Audit and Gap Analysis

Inventory of all existing content across every department and property, mapped against keyword demand to identify duplication (content competing against itself), gaps (demand no content addresses), and underperformers (content that should rank but does not)

Content Ownership Framework

Assignment of keyword clusters and topic areas to specific teams with editorial briefs, production standards, and approval workflows that prevent overlap and ensure consistent quality across the organization

Performance Attribution

Measurement framework that connects content performance to business outcomes: pipeline contribution, assisted conversions, customer acquisition cost, and revenue attribution across the content portfolio

Our Enterprise Content Strategy Process

Content Portfolio Audit

We inventory all published content across every team, domain, and property. Each piece is mapped against keyword targeting and performance data to identify duplication, cannibalization, gaps in buyer-journey coverage, and underperforming content that needs refreshing or consolidation.

Keyword Demand Mapping

We map the complete keyword landscape for your business: every search query at every stage of the buyer journey. This map reveals the topics your organization covers well, the topics where you have competing content, and the high-value topics where no content exists.

Ownership Assignment and Editorial Framework

We assign keyword clusters and topic areas to specific teams based on expertise, authority, and production capacity. Each assignment includes editorial briefs with target keywords, content structure recommendations, internal linking requirements, and quality standards.

Production Coordination and Performance Tracking

We establish cross-team editorial calendars, review workflows to prevent new duplication, and implement performance tracking that measures content contribution to pipeline and revenue. Monthly reporting highlights what is working, what needs refreshing, and where new opportunities exist.

Key Benefits

Eliminate content duplication that dilutes your rankings

When three teams create content targeting the same keyword, all three pages rank lower than one authoritative piece would. Our content ownership framework assigns keyword responsibility to the team best positioned to create authoritative content, consolidating authority and lifting rankings for the topics that matter most.

Capture search demand systematically across the full buyer journey

Enterprise organizations typically cover brand terms and product pages well but miss the informational and commercial-investigation queries that represent 80% of search volume. Our strategy maps every stage of the buyer journey and assigns content production to cover the full funnel, capturing demand that currently goes to competitors.

Connect content investment to revenue outcomes

Most enterprise content programs report on traffic and engagement metrics that do not connect to business outcomes. Our attribution framework tracks how content contributes to pipeline, influences deals, and drives revenue -- giving leadership the data they need to justify and expand content investment.

Research & Evidence

Backed by industry research and proven results

Content Visibility Challenge

90.63% of content gets no traffic from Google -- enterprise organizations that produce content without strategic coordination contribute disproportionately to this statistic through duplication and cannibalization

Ahrefs (2023)

Search Starting Point

68% of online experiences begin with a search engine -- enterprise content strategy ensures your organization captures this demand across every stage of the buyer journey, not just brand terms

BrightEdge (2019)

Frequently Asked Questions

How do you coordinate content across teams that operate independently?

Through a keyword ownership framework and shared editorial calendar. Each team retains autonomy over their content production process but operates within assigned keyword territories. Cross-team conflicts are flagged before publication through a review workflow, and monthly coordination meetings address emerging overlap. The system works because it respects team autonomy while preventing the duplication that undermines everyone's performance.

What do you do with existing duplicate content?

We assess each instance individually. The strongest piece is retained and optimized, weaker duplicates are either redirected to the primary piece, consolidated (merged into the primary), or differentiated (refocused on a related but distinct keyword). The decision depends on the authority, traffic, and backlinks each piece has accumulated.

How do you measure content ROI at the enterprise level?

Through multi-touch attribution that tracks how content influences pipeline and revenue. We connect organic landing page data to CRM records to measure how many leads first engaged through content, how content influenced deal progression, and what revenue is attributable to organic content. This goes beyond last-click attribution to show the true business impact of your content investment.

How many pieces of content should an enterprise produce per month?

The right answer depends on your keyword gaps, team capacity, and quality standards. We never recommend volume for volume's sake. A typical enterprise content strategy might produce 20-50 pieces per month across all teams, but each piece is strategic -- targeting a specific keyword gap with content designed to rank. Quality, targeting precision, and strategic coverage matter more than output volume.

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