We helped a rewilding project build its audience with smart content strategy, SEO insight / AI indexing, and a roadmap for growth. Strategy that starts with purpose.
Content Strategy for Rewilding: How Woodsell Found Its Audience
Woodsell Farm is a purpose-driven rewilding and regeneration project in the Kent Downs National Landscape – a place of ecological significance and social opportunity.
Beyond restoring biodiversity and land health, Woodsell is building a new model of engagement: reconnecting people with nature, supporting wellbeing, and creating space for learning, rest, and reflection.
As Woodsell prepared to launch its eco-accommodation, the team faced a critical challenge: who is our audience, what are they looking for, and how will they find us?
They weren’t just looking for marketing tactics. They needed a strategic foundation – a clear understanding of where demand existed, how people were searching, and what kind of content would genuinely connect. They needed to know what would work before investing time and resources into building their brand.
Our approach: Audience insight meets content strategy
As a new venture, Woodsell needed solid foundations – insight into their audience and a content strategy to grow with purpose.
We treated Woodsell’s challenge as a question of audience strategy and market positioning. First, we analysed the landscape of search demand for rewilding and nature-based accommodation – both locally and nationally. We looked at how rewilding in Kent was performing, where interest was growing, and what kinds of experiences people were actively seeking.
Mapping demand and finding content gaps
Then, we analysed competitor performance – not just what others were doing well, but where they were missing opportunities. By identifying these content and positioning gaps, we could define where Woodsell’s story could lead rather than follow.
Finally, we offered clear, actionable advice: what kind of content to produce, how to say it, and how to structure it to perform well – not just for Google, but for the new wave of AI indexing and content discovery. Content built to grow trust and visibility over time.
Our solution – laying the foundation for organic growth
We delivered a foundational strategic insight report that gave Woodsell the tools to move forward with confidence:
Clarity on demand: We surfaced the real search behaviours and language used by nature-seeking, values-led audiences – including intent signals often overlooked by traditional keyword research.
Competitive whitespace: We identified where competitors were under-serving audience needs, and where Woodsell could step in with a clearer, more resonant offer.
Content strategy grounded in connection: We showed how to frame Woodsell’s story in a way that speaks to the emotional and practical needs of its future audience.
Guidance built for now — and what’s next: We offered specific recommendations on content structure and messaging to ensure visibility across both SEO and AI-driven platforms.
Our impact: A strategic start for audience growth
This research provided more than insight — it delivered the foundation Woodsell needed to begin to build a smart, sustainable marketing strategy from the ground up.
A starting point for audience strategy: Early insight into how people search, what they value, and how Woodsell can begin to meet them where they are.
Competitive advantage: A clear-eyed view of what competitors were doing — and more importantly, where they were not. This allowed us to then identify strategic gaps and give clear guidance to Woodsell on opportunities for differentiation.
Content that works now and in the future: Tactical guidance on how to shape and structure content so it performs across traditional SEO and emerging AI discovery systems.
Confidence to move forward: A clear roadmap to inform content, communications, and future investment – anchored in truth, not assumption.
We help nature based organisations to grow – with strategy, story and standout content.
At Fieldcraft Studios, we’ve worked with a range of nature-based organisations, including rewilding projects, eco-retreats, and hospitality-led conservation ventures. What they all have in common is a mission worth amplifying and a need for smart, strategic foundations.
We help these organisations understand their audiences, uncover demand, and build content strategies that attract the right people, increase visibility, and drive real-world growth.
And we don’t stop at strategy. We also craft the high-quality content that brings it to life. From films, photography and animation to sharp, purpose-led copy, we equip in-house teams with compelling content assets they can use across channels to grow their audience and deepen their impact.
