Topic & intent research
What your buyers actually search and ask before purchasing — including the questions your sales team answers daily and nobody has written down.
Content Marketing
Content Marketing
Service / 05
Nobody needs more content
There is already an article about your topic. Probably forty. The only content worth publishing now is the kind that knows something the other forty don't — which means it has to come from you, not from a brief and a word count.
The problem
Most content is written to exist
Someone picked a keyword, someone wrote 1,500 words around it, someone ticked it off a calendar. The result reads like everything else on page one because it was assembled from everything else on page one.
Then Google's helpful content updates arrived and that approach stopped working. Not because the writing was bad, but because the page added nothing — and a page that adds nothing has no reason to outrank the forty that came before it.
If your article could have been written by someone who has never done the job, it will read like it.
What actually ranks and converts now is specificity. A real number. A mistake you made. The thing you'd tell a customer on the phone that isn't in anyone's blog post. That can't be researched — it has to be extracted from the people who know, which is why our process starts with a conversation rather than a keyword tool.
What's included
Six parts of the work
Writing is one of them. The others are what decide whether the writing has anything to say.
Expert extraction
A short interview with whoever in your business knows the subject. Half an hour of that produces more usable material than a day of desk research.
Writing & editing
In your voice, with a position rather than a survey of opinions. Edited by a person, every time, whatever drafted it.
On-page optimisation
Structure, headings, internal links and schema — so the page is findable without being written for a crawler.
Repurposing
One substantial piece becomes social posts, an email, a sales one-pager. Most of the cost is in the thinking, so it should be used more than once.
Measurement & refresh
Which pages earn, which decay, which need updating. Refreshing a page that already ranks usually beats publishing a new one.
Choosing formats
What each type of content is for
Different jobs, different timelines. The most common mistake is publishing one format and expecting it to do all of them.
FormatIts jobShows results
Comparison pages
Catch people deciding between you and an alternative
Fastest to convert
How-to guides
Earn search traffic and prove you know the subject
3–6 months
Original data
Earn links and citations nothing else will
Slow, compounds hardest
Case studies
Close deals already in progress
Immediate, sales-led
Opinion pieces
Build recognition and give people a reason to follow
Unpredictable
If you need revenue soonest, comparison pages and case studies come first — they meet people who are already close to buying. Guides and data are investments that pay back later and keep paying.
How it runs
Six months, honestly
Weeks 1–2 Audit
Review what exists
What you've published, what earns traffic, what's decaying. Often a third of existing pages are worth updating rather than replacing — that's the cheapest work available and we do it first.
Weeks 2–3 Strategy
Decide what to write and why
Topics mapped to buying stages, formats matched to jobs, a cadence your business can sustain. Four good pieces a month beats twenty thin ones by a wide margin.
Month 1 onward Production
Interview, write, publish
A short call with your expert, then drafting, your review, publication. The interview is the part that makes the difference — it's where the specifics come from.
Month 2–3 First signal
Impressions, then clicks
Pages start being seen before they're clicked, and clicked before they convert. This is where we learn which topics this audience actually responds to.
Month 4–6 Compounding
Earlier pieces start earning
Articles published in month one are now ranking, linked internally and feeding each other. Budget shifts toward refreshing winners rather than only adding new pages.
What we won't tell you
That we can do this without you. The pieces that work contain something only your business knows, and that has to come out of someone's head. We've made it as light as possible — roughly an hour a month — but it isn't zero, and anyone promising otherwise is planning to publish something generic.
We also won't publish on a schedule for its own sake. If there's nothing worth saying this month, we'd rather refresh a page that's already ranking than add one that isn't.
And content is slow. Three months before signal, six before it compounds. If you need revenue this quarter, paid media is the honest answer — we'll say so rather than sell you a calendar.
What you get
Every month, without asking
- A content strategy mapping topics to buying stages, written down.
- A published calendar, so you know what's coming and when.
- Full ownership of everything we write, including source files.
- Repurposed assets from each major piece — social, email, sales use.
- Monthly reporting on which pages earn traffic and which convert.
- Refresh recommendations for existing pages, not just new ones.
Questions
About content specifically
For research, structure and first drafts, yes — it makes the work affordable. Every piece is then edited by a person who adds the specifics, the position and the experience a model doesn't have. Publishing unedited output is what Google's helpful content system was built to catch, and readers notice it faster than algorithms do.
About an hour a month — one short interview with whoever knows the subject, plus review on drafts. That hour is what separates content that ranks from content that reads like everyone else's, so we protect it rather than removing it.
Two to four substantial pieces a month suits most businesses. Volume strategies — twenty thin posts a month — stopped working some years ago and now risk the whole site being judged by its weakest pages. Consistency over a year matters more than output in any given month.
Often that's better. If someone internal knows the subject deeply, we'll do the research, briefs, editing and optimisation and let them write. The hard part of content isn't the prose — it's knowing something worth saying.
Organic traffic to the pages we publish, assisted conversions, and which pieces appear in the path to a sale. Not word count or publishing volume. If a page earns traffic but never contributes to revenue, that's worth knowing too, and we'll report it.
It stays on your site and keeps working — that's the main advantage content has over paid. It does decay over a year or so as competitors publish and information ages, so pages that earn well are worth refreshing eventually. Everything we produce is yours regardless.
Also available
Pairs well with
Start with the audit
We'll review what you've published, find the pages worth refreshing, and map the topics your buyers search before they buy. You keep the findings whether or not you work with us.
No pitch deck, no pressure. Just a conversation about your numbers.