Content Strategy

Publish with purpose

Most businesses do not have a content problem; they have a direction problem. They publish posts because "we need to post something", write articles nobody searches for, and produce videos that do not connect to any goal. The result is a lot of effort, inconsistent quality and very little business impact. Content strategy brings order and purpose. It defines why you create content, who it is for, what topics you will own, which formats and channels you will use, how often you will publish, how content will be produced and approved, and how success will be measured.

At IHI Marketing we create content strategies for brands in Jordan, Saudi Arabia, the UAE and the USA, covering Arabic and English content across websites, blogs, social media, email, WhatsApp and video. Our strategies are built on research and data, and they are designed to be executed by real teams with real budgets.

What our content strategy includes

Goals and success metrics

We connect content to business goals such as organic traffic, leads, sales, brand awareness, customer education, retention or recruitment, and define the metrics that show progress for each goal.

Audience research

We define your key audiences, their questions at each stage of the buying journey, the language and dialect they use, the formats they prefer and the platforms where they consume content. Arabic audiences in Riyadh, Amman and Dubai can behave very differently, and we plan for those differences.

Content audit

For existing websites and accounts, we inventory your current content and evaluate its performance and quality. We decide what to keep, update, merge, redirect or delete. Removing or improving weak pages often lifts the whole website in search results.

Topic strategy and clusters

Based on keyword research and your expertise, we define the core topics you should own and organize them into clusters: a comprehensive pillar page supported by detailed articles that link to each other. This structure builds topical authority and makes your website the go-to resource in your field.

Formats and channels

We decide which formats work best for each goal and audience: articles, guides, landing pages, videos, Reels, carousels, infographics, podcasts, newsletters, case studies, tools or downloadable resources, and how each piece will be repurposed across channels.

Brand voice and style guide

Guidelines for tone, vocabulary, formatting and language choices in Arabic and English, including when to use Modern Standard Arabic and when local dialect fits better, so every writer and designer creates consistent content.

Editorial calendar

A practical calendar that balances evergreen topics, seasonal moments like Ramadan, Eid, national days, back to school and sales seasons, product launches and timely topics.

Workflow and governance

Who researches, writes, designs, reviews, approves, publishes and updates content, and with which tools and deadlines. Clear processes are what keep content consistent after the first enthusiastic month.

Content strategy and SEO

Search engines reward websites that cover topics thoroughly, answer questions clearly and keep content fresh and well organized. Our strategies are built hand in hand with SEO: we map keywords to specific pages to avoid competition between your own pages, plan internal linking, and schedule regular updates for important content. For bilingual sites, we plan Arabic and English content separately, because search demand and competition are different in each language.

Content strategy for social media

On social platforms, strategy means defining content pillars, the balance between educational, entertaining, inspirational and promotional posts, the role of each platform and the formats that perform best on each. We also plan how social content drives people to your website, WhatsApp or store, so engagement turns into business.

Our process

1. Discovery: goals, audiences, team, resources and existing content.
2. Research: keywords, competitors, audience questions and performance data.
3. Audit: evaluation of current content and channels.
4. Strategy: topics, clusters, formats, channels, voice and KPIs.
5. Calendar and workflow: the first three months planned in detail, with templates and briefs.
6. Handover or execution: your team executes, or our content marketing team takes over.
7. Review: quarterly performance review and updates.

Signs you need a content strategy

• You publish regularly but traffic and leads are not growing.
• Different people create content in different styles.
• Your website has many old or overlapping pages.
• You are not sure what to post next week.
• Your Arabic content is a translation of the English instead of written for Arabic readers.
• You cannot tell which content brings customers.

Measuring content success

We define metrics for each goal: organic traffic and rankings for awareness, engagement and time spent for interest, clicks to service pages and form submissions for conversion, and email or WhatsApp subscribers for retention. Monthly dashboards show what is working, so the strategy evolves based on data instead of opinions.

A strategy your team can follow

We keep strategies clear and practical: a short summary for leadership, detailed guidelines for the team and ready-to-use templates for briefs and calendars. Combine content strategy with digital strategy for the big picture, social media management for execution on social channels and video production for high-impact formats. Contact us and we will review your current content for free.

Frequently Asked Questions