{"id":5398,"date":"2026-10-08T16:12:41","date_gmt":"2026-10-08T14:12:41","guid":{"rendered":"https:\/\/srwebmarketing.com\/?p=5398"},"modified":"2026-10-08T16:12:41","modified_gmt":"2026-10-08T14:12:41","slug":"content-plan-for-service-business","status":"publish","type":"post","link":"https:\/\/srwebmarketing.com\/it\/strategic-copywriting\/content-plan-for-service-business\/","title":{"rendered":"How to Build a Content Plan for Your Service Business \u2014 Why BOFU Content Should Come First"},"content":{"rendered":"<div style=\"background: #e1d8c8; border-left: 4px solid #333333; padding: 20px 24px; margin-bottom: 32px; border-radius: 4px;\">\n<p style=\"margin: 0 0 8px; font-size: 12px; text-transform: uppercase; letter-spacing: 0.08em; font-weight: 600; color: #333333;\">Quick Answer \u2014 Content Plan for Service Business<\/p>\n<p style=\"margin: 0 0 16px; font-size: 17px; font-weight: 600; color: #333333; line-height: 1.4;\">How should a service business actually build a content plan \u2014 and what should come first?<\/p>\n<p style=\"margin: 0 0 12px; color: #333333; line-height: 1.6;\">Start with bottom-of-funnel (BOFU) content \u2014 the pages written for people who are close to ready to hire you \u2014 before investing heavily in top-of-funnel (TOFU) educational content. BOFU keywords are lower volume but far less competitive, so they rank faster and can generate real enquiries while your broader authority is still building. This sequencing, popularised by Chris Von Wilpert&#8217;s Ski Slope Strategy, is echoed by many content strategists for a simple reason: a new or small website needs revenue and traction before it can afford to play the long game of broad educational content.<\/p>\n<ul style=\"margin: 0; padding-left: 20px; color: #333333; line-height: 1.8;\">\n<li><strong>Start here:<\/strong> BOFU content \u2014 &#8220;best [service],&#8221; &#8220;[service] for [situation],&#8221; &#8220;[service] + [city]&#8221;<\/li>\n<li><strong>Then build:<\/strong> TOFU content \u2014 &#8220;how to,&#8221; &#8220;what is,&#8221; educational guides that build audience and link to BOFU pages<\/li>\n<li><strong>Finally add:<\/strong> Linkable assets \u2014 glossaries, statistics pages, tools that attract backlinks and scale authority<\/li>\n<li><strong>Why this order works:<\/strong> BOFU content converts the traffic you already have; TOFU and linkable assets take longer to pay off<\/li>\n<\/ul>\n<\/div>\n<p>&nbsp;<\/p>\n<p>Your next client may be comparing three providers right now.<\/p>\n<p>They are not only looking at credentials, prices, or reviews.<\/p>\n<p>They are asking quieter questions:<\/p>\n<ul>\n<li>Do you understand my situation?<\/li>\n<li>Can I trust you?<\/li>\n<li>What will it be like to work with you?<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>A content plan for service business growth gives your website clear, useful answers before a prospect ever contacts you.<\/p>\n<p>For a consultant, therapist, accountant, designer, local contractor, or boutique hospitality business, content is not a volume game.<\/p>\n<p><strong>You do not need to publish daily or chase every social trend.<\/strong><\/p>\n<p>You need a small body of strategic content that makes your expertise easy to find, understand, and trust \u2014 built in the right order.<\/p>\n<p>&nbsp;<\/p>\n<h2>Why do service businesses need a different content approach?<\/h2>\n<p>A product business can often rely on product pages, photos, reviews, and a straightforward purchase path.<\/p>\n<p>A service business asks someone to make a more personal decision.<\/p>\n<p>The client may be sharing sensitive information, investing a meaningful amount of money, or choosing a partner whose judgment affects an important outcome.<\/p>\n<p><strong>That is why generic blog posts rarely do much on their own.<\/strong><\/p>\n<p>&#8220;Five tips for better results&#8221; may attract readers, but it will not necessarily help them understand why your approach is the right fit.<\/p>\n<p>It also needs to live on a website you control.<\/p>\n<p>Social media can support visibility, but it is rented space \u2014 posts disappear quickly, algorithms change, and your audience may never see what you publish.<\/p>\n<p>&nbsp;<\/p>\n<h2>What do TOFU, MOFU, and BOFU actually mean?<\/h2>\n<p>Before building a content plan, it helps to understand the three broad stages a prospective client moves through \u2014 usually described as TOFU, MOFU, and BOFU.<\/p>\n<p>&nbsp;<\/p>\n<h3>TOFU \u2014 Top of the Funnel (Awareness)<\/h3>\n<p>The visitor has just recognised a problem or question.<\/p>\n<p>They are searching broadly \u2014 &#8220;how to&#8221;, &#8220;what is&#8221;, &#8220;signs that&#8221;.<\/p>\n<p>They do not yet know your business, and they are not ready to buy anything.<\/p>\n<p>&nbsp;<\/p>\n<h3>MOFU \u2014 Middle of the Funnel (Consideration)<\/h3>\n<p>The visitor understands their problem and is now comparing approaches or providers.<\/p>\n<p>They are reading case studies, comparisons, and more detailed guides.<\/p>\n<p>&nbsp;<\/p>\n<h3>BOFU \u2014 Bottom of the Funnel (Decision)<\/h3>\n<p>The visitor is close to ready.<\/p>\n<p>They are searching with commercial intent:<\/p>\n<ul>\n<li>&#8220;best [service]&#8221;<\/li>\n<li>&#8220;[service] for [situation]&#8221;<\/li>\n<li>&#8220;[service] near me&#8221;<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>They know what they want; they are deciding who to choose.<\/p>\n<p><strong>Most small business content plans default to TOFU<\/strong> \u2014 broad educational posts \u2014 because it feels like &#8220;real&#8221; content marketing.<\/p>\n<p>This is usually the wrong place to start.<\/p>\n<p>&nbsp;<\/p>\n<h2>Why should you build BOFU content first?<\/h2>\n<p>This is the core insight from <a href=\"https:\/\/contentmavericks.com\/products\/\" target=\"_blank\" rel=\"noopener noreferrer nofollow\">Chris Von Wilpert&#8217;s Ski Slope Strategy<\/a>, a content methodology published through his company Content Mavericks.<\/p>\n<p>It is not the only source advocating this order \u2014 the idea of prioritising high-intent, lower-competition content before broad educational content is echoed by a number of content strategists, particularly for B2B and service-based businesses.<\/p>\n<p>But it is one of the clearest, most actionable explanations of why the order matters.<\/p>\n<p>&nbsp;<\/p>\n<h3>What makes BOFU content easier to start with?<\/h3>\n<ul>\n<li><strong>Less competition<\/strong> \u2014 fewer people search for &#8220;best [service] for [specific situation]&#8221; than &#8220;how to [broad topic]&#8221;, which means these pages are genuinely easier to rank for, faster<\/li>\n<li><strong>No lead nurturing required<\/strong> \u2014 someone searching a BOFU term is already &#8220;solution aware&#8221;; they know what they want<\/li>\n<li><strong>Faster revenue<\/strong> \u2014 a handful of BOFU visitors can become real enquiries while your broader content is still too new to rank<\/li>\n<li><strong>Funds the rest of the strategy<\/strong> \u2014 early BOFU traction gives you the confidence and sometimes the budget to invest in the slower-building TOFU and authority work<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/contentmavericks.com\/ski-slope-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer nofollow\">As the Ski Slope Strategy explains it directly<\/a>, most businesses skip straight to TOFU content because it feels more impressive \u2014 bigger traffic numbers, more shareable.<\/p>\n<p><strong>BOFU content is less exciting, but it converts faster and funds everything that comes after it.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<h3>What does BOFU content look like for a service business?<\/h3>\n<p>Translated into the kind of service businesses this blog is written for:<\/p>\n<ul>\n<li><strong>&#8220;Best [service]&#8221; lists<\/strong> \u2014 &#8220;best business consultant Abruzzo&#8221;, &#8220;best therapist for anxiety Pescara&#8221;<\/li>\n<li><strong>&#8220;[Service] for [situation]&#8221;<\/strong> \u2014 &#8220;executive coach for multinational companies&#8221;, &#8220;booking system for agrotourism&#8221;<\/li>\n<li><strong>&#8220;[Service] + [city]&#8221;<\/strong> \u2014 &#8220;couple therapy Pescara&#8221;, &#8220;life coach Chieti&#8221;<\/li>\n<li><strong>&#8220;[Service] + [expertise]&#8221;<\/strong> \u2014 &#8220;WordPress consultant&#8221;, &#8220;corporate coaching specialist&#8221;<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>These are the pages a prospective client searches when they are close to deciding.<\/p>\n<p><strong>They deserve to exist first<\/strong>, even before your blog has a single educational article.<\/p>\n<p>&nbsp;<\/p>\n<h2>Where does TOFU content fit in?<\/h2>\n<p>Once your BOFU pages exist \u2014 even if they have not fully ranked yet \u2014 TOFU content builds the audience and authority that eventually feeds those pages.<\/p>\n<p>&nbsp;<\/p>\n<h3>What does TOFU content look like?<\/h3>\n<ul>\n<li><strong>&#8220;How to&#8221; guides<\/strong> \u2014 &#8220;how to choose a personal coach&#8221;, &#8220;how to find the right therapist&#8221;<\/li>\n<li><strong>&#8220;What is&#8221; explainers<\/strong> \u2014 &#8220;what is a personal development framework&#8221;, &#8220;what is a symptom&#8221;<\/li>\n<li><strong>Broader educational content<\/strong> \u2014 content that answers the questions clients have earlier in their decision<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>TOFU content gets more search volume and is more competitive \u2014 which is exactly why it should not be your starting point if you are building authority from scratch.<\/p>\n<p><strong>It is the second layer, not the first.<\/strong><\/p>\n<p>Each TOFU article should link naturally to the relevant BOFU page, guiding the reader from &#8220;I&#8217;m learning about this&#8221; to &#8220;I&#8217;m ready to talk to someone&#8221;.<\/p>\n<p>&nbsp;<\/p>\n<h2>What are linkable assets, and why do they matter?<\/h2>\n<p>The third content type \u2014 often skipped entirely by small service businesses \u2014 is what Von Wilpert calls <strong>linkable assets<\/strong>: content specifically designed to attract backlinks from other websites.<\/p>\n<p>&nbsp;<\/p>\n<h3>What makes something a linkable asset?<\/h3>\n<ul>\n<li><strong>Glossary pages<\/strong> \u2014 &#8220;what is on-page SEO&#8221;, defining industry terms clearly<\/li>\n<li><strong>Statistics pages<\/strong> \u2014 compiling data and research on a topic your audience cares about<\/li>\n<li><strong>Free tools or calculators<\/strong> \u2014 something genuinely useful that other sites want to reference<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Linkable assets exist for one job: <strong>to scale your site&#8217;s overall authority<\/strong>, so that both your BOFU and TOFU content rank faster over time.<\/p>\n<p>Without them, your BOFU and TOFU pages can sit for years without meaningful organic traffic, because the site itself never builds enough authority to compete.<\/p>\n<p>This is exactly the kind of content this very blog uses \u2014 <a href=\"https:\/\/srwebmarketing.com\/seo-guides\/what-is-a-sitemap-and-why-it-matters\/\" target=\"_blank\" rel=\"noopener\">the sitemap guide<\/a> and the <a href=\"https:\/\/srwebmarketing.com\/wordpress-maintenance\/how-much-does-wordpress-maintenance-cost\/\" target=\"_blank\" rel=\"noopener\">WordPress maintenance cost guide<\/a> both function partly as linkable, referenceable resources alongside their direct informational value.<\/p>\n<p>&nbsp;<\/p>\n<h2>How do you actually build the plan \u2014 step by step?<\/h2>\n<p>This is the same process used to build the content strategy for this very website, applied to any service business.<\/p>\n<p>&nbsp;<\/p>\n<h3>Step 1 \u2014 Start with the business, its services, and its goals<\/h3>\n<p>Before any keyword research, get clear on what the business actually offers and which services matter most.<\/p>\n<p>Not every service deserves equal attention \u2014 prioritise what is most profitable, easiest to deliver, or currently underbooked.<\/p>\n<p>&nbsp;<\/p>\n<h3>Step 2 \u2014 Define the target audience<\/h3>\n<p>Who are you actually trying to reach?<\/p>\n<p>A local client in a specific city?<\/p>\n<p>A specific buyer persona like psychologists, coaches, or agriturismi?<\/p>\n<p>Expats who need services in English?<\/p>\n<p>The audience shapes everything that follows.<\/p>\n<p>&nbsp;<\/p>\n<h3>Step 3 \u2014 Build themes and topic clusters<\/h3>\n<p>Group your content into clusters around each core service or audience segment \u2014 not a random list of blog ideas, but a structured map where each cluster has one central BOFU or pillar page, supported by related TOFU articles.<\/p>\n<p>&nbsp;<\/p>\n<h3>Step 4 \u2014 Research specific keywords within each cluster<\/h3>\n<p>Only once the clusters are mapped do you dig into specific keyword research \u2014 BOFU terms first within each cluster, then TOFU terms to support them.<\/p>\n<p>&nbsp;<\/p>\n<h3>Step 5 \u2014 Build BOFU pages first, within each cluster<\/h3>\n<p>Rather than building every cluster&#8217;s BOFU page before moving to any TOFU content, it often works well to complete one cluster&#8217;s BOFU foundation, then its supporting TOFU content, before moving to the next cluster \u2014 keeping momentum and allowing you to see early results sooner.<\/p>\n<p>&nbsp;<\/p>\n<h2>How long does this actually take to pay off?<\/h2>\n<p>Be realistic about timing.<\/p>\n<p><a href=\"https:\/\/srwebmarketing.com\/seo-guides\/why-is-my-website-invisible\/\" target=\"_blank\" rel=\"noopener\">Indexing and ranking a new page typically takes several weeks<\/a> at minimum, even for a well-optimised BOFU page in a low-competition category.<\/p>\n<p>TOFU content, being more competitive, usually takes longer still.<\/p>\n<p><strong>This is exactly why the order matters.<\/strong><\/p>\n<p>If you start with broad TOFU content, you are waiting the longest possible time for any return.<\/p>\n<p>If you start with BOFU content, your results \u2014 while modest \u2014 arrive sooner, and they arrive while your authority is still being built.<\/p>\n<p>&nbsp;<\/p>\n<h2>Choose content themes clients actually search for<\/h2>\n<p>Your best themes usually sit in four areas:<\/p>\n<ul>\n<li><strong>Problems clients recognise<\/strong> \u2014 symptoms, risks, frustrating situations they want solved<\/li>\n<li><strong>Decisions they need to make<\/strong> \u2014 when to hire help, what option fits, what to expect<\/li>\n<li><strong>Proof and reassurance<\/strong> \u2014 case examples, testimonials, process explanations<\/li>\n<li><strong>Local or niche expertise<\/strong> \u2014 where location, specialisation, or audience shapes the choice<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>A psychologist might address how to choose between individual and couples therapy.<\/p>\n<p>A financial consultant could explain the difference between planning and investment management.<\/p>\n<p><strong>These topics are designed to help a potential client make a confident decision<\/strong> \u2014 not to impress other professionals.<\/p>\n<p>&nbsp;<\/p>\n<h2>What is a realistic publishing rhythm?<\/h2>\n<p>Daily publishing is unnecessary for most small service businesses.<\/p>\n<p>One strong page or article each month, connected to your services and optimised around a genuine client question, can produce meaningful progress.<\/p>\n<p>A sensible first six months might include:<\/p>\n<ul>\n<li>Completing your core BOFU pages for your priority services<\/li>\n<li>Publishing two or three TOFU articles supporting each BOFU page<\/li>\n<li>Adding one case study per priority service<\/li>\n<li>Creating one or two linkable asset pages (a glossary or statistics page relevant to your field)<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>The right rhythm depends on your market.<\/p>\n<p>A therapist with a full practice may need only occasional updates.<\/p>\n<p>A newer consultant in a competitive field may benefit from publishing more often to build visibility faster.<\/p>\n<p>&nbsp;<\/p>\n<h2>Measure whether your content is attracting the right people<\/h2>\n<p>Traffic alone can be misleading.<\/p>\n<p>A page with 100 visitors who leave immediately may be less valuable than a page with 20 visitors that produces two qualified enquiries.<\/p>\n<p>Review which pages bring visitors from Google, which services people view before contacting you, and what questions come up repeatedly in calls or emails.<\/p>\n<p><strong>Those recurring questions are valuable content research<\/strong> \u2014 if prospects keep asking about timing or pricing, your website may need a clearer answer.<\/p>\n<p>&nbsp;<\/p>\n<h2>Do you need help moving fast in the early days?<\/h2>\n<p>Building a content plan from scratch \u2014 clusters, keyword research, briefs, drafts \u2014 takes real time, especially in the first few months when nothing has ranked yet and momentum has not built.<\/p>\n<p>Tools like <a href=\"https:\/\/srwebmarketing.com\/recommended-tools\/soro-review\/\" target=\"_blank\" rel=\"noopener\">SORO SEO<\/a> can help move faster in that early phase, generating structured first drafts aligned to a topic cluster so you are not starting from a blank page every time.<\/p>\n<p>I use it as part of my own workflow for exactly this reason \u2014 it does not replace strategy or editing, but it removes a lot of the friction in the early content sprint.<\/p>\n<p>&nbsp;<\/p>\n<p>&#8212;<\/p>\n<h2>Is your content plan built in the right order?<\/h2>\n<p>The best content plan does not chase volume.<\/p>\n<p>It builds the right pages, in the right order, so your website starts generating enquiries as early as possible \u2014 not six months from now, once a broad library of articles has finally caught up.<\/p>\n<p>At <em>SR Web Marketing<\/em>, I help <a href=\"https:\/\/srwebmarketing.com\/web-design-seo\/for-independent-professionals\/\" target=\"_blank\" rel=\"noopener\">independent professionals<\/a> and <a href=\"https:\/\/srwebmarketing.com\/web-design-seo\/for-service-based-businesses\/\" target=\"_blank\" rel=\"noopener\">service-based businesses<\/a> across <a href=\"https:\/\/srwebmarketing.com\/service-areas\/\" target=\"_blank\" rel=\"noopener\">Abruzzo<\/a>, <a href=\"https:\/\/srwebmarketing.com\/service-areas\/web-design-pescara\/\" target=\"_blank\" rel=\"noopener\">Pescara<\/a>, <a href=\"https:\/\/srwebmarketing.com\/service-areas\/web-design-chieti\/\" target=\"_blank\" rel=\"noopener\">Chieti<\/a>, and remotely across Italy, Spain, and Europe build content plans and <a href=\"https:\/\/srwebmarketing.com\/services\/wordpress-web-design\/\" target=\"_blank\" rel=\"noopener\">WordPress websites<\/a> structured around exactly this sequencing \u2014 BOFU first, TOFU second, authority-building content third.<\/p>\n<p>If you would like help building a content plan for your specific business, <a href=\"https:\/\/srwebmarketing.com\/contact\/\" target=\"_blank\" rel=\"noopener\">get in touch for a free initial conversation<\/a>.<\/p>\n<p>&#8212;<\/p>\n<p>&nbsp;<\/p>\n<h2>Frequently asked questions<\/h2>\n<p>&nbsp;<\/p>\n<h3>What is the difference between TOFU, MOFU, and BOFU content?<\/h3>\n<p>TOFU (top of funnel) content is broad and educational, for people just becoming aware of a problem. MOFU (middle of funnel) content helps people compare approaches once they understand their problem. BOFU (bottom of funnel) content targets people who are close to ready to hire someone \u2014 searches like &#8220;best [service]&#8221; or &#8220;[service] for [situation].&#8221; For most new or small websites, BOFU content is the most practical starting point because it is less competitive and converts faster.<\/p>\n<p>&nbsp;<\/p>\n<h3>Why should a small business start with BOFU content instead of blog articles?<\/h3>\n<p>BOFU keywords have lower search volume but far less competition, which means they can rank on Google significantly faster than broad educational TOFU topics. This is the core idea behind Chris Von Wilpert&#8217;s Ski Slope Strategy: BOFU content generates early traction and revenue while a site&#8217;s overall authority is still too new to compete for more competitive TOFU terms. Starting with TOFU content often means waiting much longer for any measurable return.<\/p>\n<p>&nbsp;<\/p>\n<h3>How many pieces of content does a service business actually need?<\/h3>\n<p>Far fewer than most owners assume. A focused plan with one strong BOFU page per core service, two or three supporting TOFU articles per service, and one or two linkable assets (a glossary or statistics page) can meaningfully outperform a disorganised blog with dozens of generic posts. Quality, structure, and the right sequencing matter more than volume.<\/p>\n<p>&nbsp;<\/p>\n<h3>What is a linkable asset and does a service business need one?<\/h3>\n<p>A linkable asset is a piece of content specifically designed to attract backlinks from other websites \u2014 glossary pages, statistics compilations, or free tools are common examples. They are not usually where a prospective client converts, but they help the whole site rank faster by building overall domain authority. A service business does not need many, but one or two well-built linkable assets can meaningfully support the BOFU and TOFU pages that actually generate enquiries.<\/p>\n<p>&nbsp;<\/p>\n<h3>How long does it take for new content to start ranking on Google?<\/h3>\n<p>Indexing alone can take days to a few weeks. Meaningful ranking for a well-optimised, low-competition BOFU page can take roughly 4 to 8 weeks in a reasonably competitive market, while broader TOFU content can take several months longer, since it competes against far more established pages. This is a central reason to prioritise BOFU content first \u2014 it shortens the time before a new website sees any real return from its content investment.<\/p>\n<p>&nbsp;<\/p>\n<table style=\"border-top: 2px solid #e1d8c8; margin-top: 48px; padding-top: 32px; width: 100%; border-collapse: collapse;\">\n<tbody>\n<tr>\n<td style=\"width: 88px; vertical-align: top; padding-top: 32px; padding-right: 20px;\"><img decoding=\"async\" style=\"width: 72px; height: 72px; border-radius: 50%; object-fit: cover; border: 3px solid #333333; display: block;\" src=\"https:\/\/srwebmarketing.com\/wp-content\/uploads\/2026\/05\/SR-Linkedin-profile-picture-2.png\" alt=\"Sergio Stanga \u2014 WordPress Web Designer and SEO Specialist, SR Web Marketing\" \/><\/td>\n<td style=\"vertical-align: top; padding-top: 32px;\">\n<p style=\"margin: 0 0 4px; font-weight: 600; font-size: 15px; color: #333333;\">Sergio Stanga<\/p>\n<p style=\"margin: 0 0 8px; font-size: 13px; color: #585857;\">WordPress Web Designer &amp; SEO Specialist \u00b7 SR Web Marketing<\/p>\n<p style=\"margin: 0 0 10px; font-size: 14px; color: #585857; line-height: 1.6;\">I help independent professionals and SMBs across Italy, Spain, and Europe build WordPress websites that generate long-term organic leads and AI search visibility \u2014 without depending on social media.<\/p>\n<p style=\"margin: 0;\"><a style=\"font-size: 13px; color: #333333; font-weight: 600; text-decoration: underline; margin-right: 16px;\" href=\"https:\/\/srwebmarketing.com\/about\/\" target=\"_blank\" rel=\"noopener noreferrer\">About Sergio<\/a> <a style=\"font-size: 13px; color: #333333; font-weight: 600; text-decoration: underline;\" href=\"https:\/\/www.linkedin.com\/in\/sergio-stanga-romero\/\" target=\"_blank\" rel=\"noopener noreferrer\">LinkedIn<\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>Build a content plan for service-business growth that brings the right clients to your website, builds trust, and reduces the pressure to post every day.<\/p>","protected":false},"author":1,"featured_media":5399,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_wp_convertkit_post_meta":{"form":"-1","landing_page":"0","tag":"0","restrict_content":"0"},"footnotes":""},"categories":[4,24],"tags":[113,110,103,104],"class_list":["post-5398","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo-guides","category-strategic-copywriting","tag-topic-seo","tag-topic-web-design","tag-icp-independent-professionals","tag-icp-local-businesses"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Build a Content Plan for Your Service Business \u2014 Why BOFU Content Should Come First<\/title>\n<meta name=\"description\" content=\"Build a content plan for service-business growth that brings the right clients 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