Real Estate Company

A Canadian real estate company had a team of writers but no overarching content strategy. Their efforts needed direction — specifically, a clear picture of what their audience was searching for and a prioritized roadmap to guide what to write next.

• 3 strategy reports delivered and approved within a two-month engagement
• 50 article recommendations grouped by user intent, ready for the writing team to execute
• First report approved with minor revisions; second & third approved without revisions

The reports were based entirely on search data and competitive research. Rather than producing a generic content plan, I mapped what real people were actively searching for and used that to build a list of articles grouped by topic, each with a title and rationale explaining why it was worth writing. The goal was to hand the writing team something they could act on immediately, not a document they’d have to interpret.

• Keyword and intent research across two topic areas
• Competitive search analysis
• Three strategy reports delivered in Google Docs format