If I were starting from scratch: how I’d build a content engine from the ground up

There’s a strange irony in modern marketing: almost every business says they believe in content, but very few actually build it. They might post occasionally, have a half-finished blog, or keep promising that “next quarter” they’ll finally update the website. Then another quarter passes, and the gap between where they are and where they want to be only widens.

If I walked into a business like that — no real content, no clear strategy, and a website that’s probably survived a few rebrands without ever being rewritten — this is the order I’d rebuild from the ground up. Not a list of trendy tactics, but a practical sequence that creates a system: one that keeps working even when everyone’s busy again.

Step 1: Talk to the people who actually know the business

Before a single piece of content gets written, I’d spend time talking to the people who know the business best. Founders, senior leaders, sales teams, customer service — anyone who spends their day hearing what customers really care about.

Those conversations are where the real clarity lives. You’ll find out what the business does best, what problems it solves most often, and what customers constantly misunderstand. It’s also where you hear the phrases and stories that should shape your messaging later.

The goal here isn’t to collect quotes for a strategy deck. It’s to understand what the business really stands for — not what it says it stands for. That difference will guide every word that follows.

Step 2: Know your audience better than your competitors

Next, I’d dig into who we’re actually talking to and what they need. That starts with proper audience research — not just demographics or job titles, but behaviours, language, and intent. What are they searching for? What do they post about? What frustrates them in forums and comments?

I’d then layer competitor research on top. Not to copy them, but to map the territory: who’s showing up in search, what tone they use, and what they’re missing. The point is to find the white space — the areas where your business can explain things better, faster, or more clearly than anyone else.

This step sets the compass for everything that comes next. Without it, you’re just guessing what to create and hoping it lands.

Step 3: Build your capsule content library

If your business has no content, this is where visibility begins. Capsule content is your set of 10 high-search, high-intent topics — the questions and themes your ideal customers are already looking for online.

They’re not unique to your business yet, but they’re how new audiences find you. Think of them as the ‘core syllabus’ of your industry: the evergreen, high-demand topics you need before you start building thought leadership or opinion pieces.

To build your capsule content, I’d start by researching what your audience searches for most often, what competitors rank for, and where your brand could offer a clearer, more human explanation. Then I’d map those topics to search intent and your core products or services.

The outcome isn’t just a list of blog ideas. It’s a 10-topic roadmap — a blueprint for everything else you’ll create, from your blog to your social content to how your website should be structured.

Step 4: Audit and plan the website

If the business already has a website, I wouldn’t start by redesigning it. I’d start by auditing it.

What pages exist? Which ones actually serve a purpose? What’s missing entirely?
Then I’d map that against the customer journey: can someone understand what you do, who it’s for, and how to take the next step — all within 30 seconds of landing there?

Once that’s clear, I’d build a plan for the next 6–12 months. That plan might include rewriting key pages, adding new ones that reflect your capsule topics, or simplifying navigation so users can move through the site intuitively. The aim is progress, not perfection — rebuild what matters first, then expand as you go.

Step 5: Rewrite the website for clarity and conversion

Most websites don’t need more words. They need better ones.

I’d start by defining what each page needs to achieve and making sure every line gets the reader closer to that goal. The homepage should make it clear what you do and who you help. Service pages should build trust and help people decide. The about page should make your business feel real, not robotic.

Each page should guide visitors to the next logical step — a contact form, a consultation, a download. If a page doesn’t have a job, it’s probably not needed.

A clear, well-written website is your hardest-working sales tool. It makes everything else — your LinkedIn content, your blogs, your campaigns — perform better because it finally gives people somewhere to land.

Step 6: Create 2-4 high-quality articles per month

Once the foundations are in place, it’s time to publish consistently. Two to four articles per month is the sweet spot for most small to mid-sized businesses.

These shouldn’t be filler posts. Each one should build on your capsule topics or answer a genuine question your audience is asking. From there, you can repurpose sections into LinkedIn posts, newsletter content, or short-form videos.

You don’t need endless ideas to keep up. You just need one strong article that can stretch across multiple channels — with the same message adapted for different formats.

Step 7: Build a LinkedIn strategy for your team

At this stage, you’ve got something worth talking about. The next step is getting people — not just the company page — involved.

I’d work with the visible leaders in the business: founders, executives, or subject-matter experts who can represent the brand authentically. Each would have a clear tone of voice, focus areas, and a posting rhythm that feels achievable.

Some might post twice a week, others once a fortnight. The goal isn’t to chase the algorithm. It’s to show up consistently with a point of view that connects the dots between your business, your customers, and what’s happening in the industry.

When done well, this becomes one of the most powerful visibility channels you have — because people trust people far more than logos.

Step 8: Layer in thought leadership and long-form content

Once the basics are consistent and performing, I’d start layering in thought leadership. This is where you go beyond the obvious and share something your audience can’t find anywhere else.

That might look like a quarterly research report, a data-led article, or a guide that combines your internal expertise with industry insight. The point isn’t just to create long content — it’s to create useful long content that builds credibility and gets referenced, bookmarked, and shared.

This stage transforms your content from a visibility tool into a trust-building machine.

Step 9: Systemise, measure, and improve

The final step is building the system that keeps everything running. I’d review content performance quarterly — which pieces are driving traffic, which are converting, and which can be improved or repurposed.

Templates for briefs, approvals, and planning make content easier to produce. Analytics and dashboards make it easier to justify the effort. And a clear workflow makes it harder for good ideas to get stuck in limbo.

Consistency is what compounds results over time — and systems are what make consistency possible.

Step 10: Know when to bring in help

If all of this sounds like a lot, that’s because it is. Building a proper content engine takes time and a mix of skills: writing, strategy, design, and sometimes a bit of internal diplomacy.

That’s where outside support can make the difference. A good content partner will help you identify priorities, set realistic timelines, and turn this framework into an actual plan.

Final thought

Most businesses don’t fail at content because they don’t believe in it. They fail because they try to do everything at once — a few blog posts here, a LinkedIn flurry there — without a system holding it together.

Start with clarity. Build the right foundations. Then stay consistent long enough to see the results. That’s how you turn a blank slate into a visible, credible, lead-generating content engine.

Want a shortcut to this process?

If your business is starting from zero, I can help you skip the guesswork. My Visibility Retainers build everything outlined here — from your capsule content and blog system to your LinkedIn strategy — so you can start seeing traction faster.

Learn more about the Visibility Retainer.