Example: a content plan for a B2B services business

Consider a services firm whose useful experience stays in proposals and sales calls. Its website answers broad introductory questions but gives a buyer little help comparing scope, responsibilities or implementation options. The first review would look at existing material before commissioning more articles.

This is an editorial planning example, not a completed client engagement.

Collect recurring questions from sales and delivery teams, then map them to the pages already available. A brief should identify the reader, question, permitted source material, approval owner and appropriate next step. Some gaps may belong on a service page rather than in a new article.

Use specialist interviews and approved examples to explain decisions. Keep factual checks, editing and publication approval visible in the workflow. A case study needs an actual contribution and supporting evidence; illustrative material should say so.

Set an output the team can sustain and connect each article to a useful next decision. Review published work, relevant visits and accepted enquiries separately. The example makes no traffic, citation or revenue claim.