For those smaller businesses or SMEs just waking up to the power and necessity of content, it can be a hugely daunting prospect. Whether it is a law firm, solar energy supplier or company selling all types of batteries, just where do you start and what can be done?

For too many SMEs, the journey starts with contracts with web design companies, an SEO expert and possibly external marketing help. Everyone wants to help, but all too often the approach is fragmented. What use is a blunt tool that delivers erratic results. Everyone wants to stand out from the crowd, but just how do you do it? Get the content right and your website visitors will soon become your customers.

If planning is started from the perspective of the desired results and then mapped along the customer journey and back through the organisation it will be possible to identify the activities and content that will make an impact.

And it doesn’t need to be complicated.