Capability 01 · Campaign & Content Design

Content marketing that answers the questions buyers ask.

We research what your buyers ask, plan topic clusters around it, write briefs your experts can answer in an hour and publish on schedule. Every piece is measured on qualified demand and search visibility.

Start a content brief See how it works
Typical set-up
8–12 weeks to a running system
Scope
Editorial · SEO · distribution
Standard
Measured to pipeline
Topic map · Q3Your company

An illustrative topic map: one pillar page linked to three clusters of three pages, each with a brief naming its question, angle, expert and measure.

Pricing models · 3 pages · 2.4k monthly searches · Brief approvedMigration · 3 pages · 1.1k monthly searches · Draft · editor reviewRevenue ops · 3 pages · 1.8k monthly searches · Research Illustrative

What we offer · 6 parts

Research to reporting, run as one programme.

Each quarter’s results decide what we research, write, distribute and refresh next.

A hand writes notes in pencil on a lined notebook page, in black and white
  1. 01

    Demand & question research

    We read search data, sales objections and support tickets together to find the questions customers ask.

    Search · sales · support
  2. 02

    Topic architecture

    We map pillar pages, clusters and internal links before writing starts, so your pages support each other in search.

    Pillars · clusters
  3. 03

    Editorial calendar & briefs

    A quarterly calendar with a brief for every piece: its question, angle, evidence, expert and measure.

    Quarterly · briefed
  4. 04

    Production with your experts

    We interview your specialists, then write, design and edit each piece around what they said.

    Expert-led
  5. 05

    Distribution & repurposing

    Every piece is planned with its distribution: newsletter, social cut-downs, sales enablement and paid promotion for the best.

    One piece, many formats
  6. 06

    Measurement & content ops

    Reporting by topic and buying stage, with a quarterly refresh cycle and agreed publishing rules.

    Refresh cycle · governance

How it works · 4 stages

Twelve weeks from research to handover.

The first cluster goes live before set-up ends, so its early results can correct the plan.

  1. 01

    Wk 01–03

    Research

    We map search demand, buyer questions, sales and support themes and competitor coverage. We also audit your existing content and how it performs.

    • Demand map
    • Content inventory
    • Opportunity list
  2. 02

    Wk 03–05

    Define

    We agree pillars, clusters, internal links and the editorial standard, then write briefs for the first cluster.

    • Topic architecture
    • Editorial standards
    • Brief templates
  3. 03

    Wk 05–11

    Produce

    We interview, write, design, review and publish. AI drafts research notes, variants and metadata; a named editor approves every piece before it goes live.

    • Published cluster
    • Asset library
    • Distribution plan
  4. 04

    Wk 11–12

    Operate

    We hand over the calendar, briefs and dashboard, then set up a refresh cycle and quarterly planning with your team.

    • Reporting dashboard
    • Refresh backlog
    • Operating rhythm

Example · topic ledger

Every piece has a question and an expert to answer it.

The ledger is the content plan. Each row shows a buyer question, its intent, the brief’s status and how visible it is in search.

Topic ledger · Cluster 025 of 14 questions
Topic ledger · Cluster 02: illustrative sample
Buyer questionIntentExpertBriefSearch visibility
How long does a migration really take? EvaluateHead of deliveryPublishedTop 10 · 4 terms
What does it cost to run per month? DecideFinance leadPublishedTop 20 · 2 terms
Which teams have to change how they work? EvaluateChange leadIn editNot yet indexed
What goes wrong in the first quarter? LearnSupport leadExpert review—
How do we compare vendors fairly? DecideProcurementNeeds data—
Pieces with a named job
14 / 14Every row has a buyer question
Expert time per brief
≈ 1 hrInterview, not a blank page
Qualified visits
+38%Cluster 01, quarter on quarter

Illustrative Your ledger is built from your search data, sales calls and support tickets.

What you get

The plan and tools behind every piece.

As well as the published pages, you get the topic architecture, the brief templates and a dashboard linking each piece to the demand it created.

Newspaper features with large illustrations spread open across a dark wooden café table
Long-formwritten to answer a buyer’s question
Content Marketing deliverables and their formats
#DeliverableFormat
01Content strategy & topic architectureDeck · board
02Editorial calendar & brief templatesSheet · Notion
03Published articles, guides & landing pagesCMS pages
04Editorial standards & style guideDocument
05Distribution & repurposing planSheet
06Content performance dashboardDashboard
07Quarterly refresh backlogSheet

What changes

Fewer pieces, each with a clear purpose.

These are aims, measured against the baseline agreed in week one; results are not guaranteed.

  1. Search and AI visibility

    Pages built as clusters that rank in search and are cited in AI answers.

  2. Expertise on the page

    What your specialists know reaches buyers, without asking them to write it.

  3. A calendar your team can run

    Your team keeps publishing at the same quality after the engagement ends.

Tools we work in

Written in your CMS and measured in your analytics.

The research, publishing and measurement tools we use for content marketing. Naming a tool implies no partnership.

  • WordPress
  • Contentful
  • Sanity
  • Webflow
  • Semrush
  • Google Search Console
  • Google Analytics
  • HubSpot
  • Notion
  • Figma
  • Anthropic

Also in use

  • Ahrefs
  • Schema.org
  • OpenAI

Frameworks we build to

Accessible, fast and clear on consent.

Every published page is checked against these frameworks. We build to them and claim no certification.

  • WCAG 2.2 AA — Web Content Accessibility Guidelines

    Web Content Accessibility Guidelines

    Heading order, link text, alt text and contrast are checked on every template before any article is published.

  • Core Web Vitals — Loading, interactivity and visual stability

    Loading, interactivity and visual stability

    Article templates held to LCP ≤ 2.5 s, INP ≤ 200 ms and CLS ≤ 0.1 so search visibility is not lost to a slow page.

  • GDPR — General Data Protection Regulation (EU) 2016/679

    General Data Protection Regulation (EU) 2016/679

    Gated assets and newsletter sign-ups collect only what the offer needs, with consent logged per form.

  • DPDP Act 2023 — Digital Personal Data Protection Act, 2023

    Digital Personal Data Protection Act, 2023

    Indian sign-ups get a plain notice, a named purpose and a withdrawal route as easy as the opt-in.

Services & packages

Content marketing services, from strategy to measurement.

We plan your content programme and then run it: buyer research, topic planning, expert briefs, weekly publishing and reporting that shows which topics create demand.

Categories
04
Services
16
Packages
04
Not sure what you need? Describe the problem

How to buy

  1. 01Pick services. Enquire about one, or add several to a brief.
  2. 02Choose a package. A sprint, a fixed project or an ongoing team.
  3. 03Send the brief. We reply within one working day.

Browse by category

Timelines are typical. Every quote follows a written scope.

01Strategy & planning

4 services
Typical timeline: 4–6 weeks

Content strategy & topic architecture

A plan built from what your customers search for, ask in sales calls and raise with support, organised into pillars and clusters.

What’s included

  • Search demand and question research
  • Competitor and coverage gap analysis
  • Pillars, clusters and internal linking map
  • Channel and format plan per topic
  • Topic clusters
  • Demand-led
  • Ahrefs

Best forTeams publishing without a plan tied to customer demand.

Typical timeline: 2–3 weeks

Editorial calendar & briefs

A quarterly calendar where every piece has a brief: its question, angle, evidence, expert and measure.

What’s included

  • Quarterly calendar with owners and dates
  • Brief template and worked examples
  • Approval route and publishing checklist
  • Capacity plan against your team
  • Quarterly
  • Briefed

Best forMarketing teams whose calendar is a list of dates and titles.

Typical timeline: 3–5 weeks

Content audit & refresh plan

An inventory of everything you have published with its performance, and a decision per page: keep, update, merge or retire.

What’s included

  • Full inventory with traffic and conversion data
  • Duplication and cannibalisation analysis
  • Keep, update, merge or retire decision per page
  • Redirect plan and prioritised refresh backlog
  • Inventory
  • Refresh
  • Consolidation

Best forSites with years of content and declining performance.

Typical timeline: 2–4 weeks

Buyer question & objection research

The questions and objections buyers raise before a purchase, gathered from sales calls, support tickets, reviews and communities.

What’s included

  • Sales and support interviews
  • Review, forum and community research
  • Question map by buying stage
  • Content and enablement recommendations
  • Voice of customer
  • Objections
  • OpenAI

Best forTeams whose content answers questions nobody is asking.

02Editorial production

5 services
Typical timeline: Ongoing, monthly

Articles, guides & long-form

Accurate writing built on interviews with your experts, edited for search and for the person reading it.

What’s included

  • Expert interviews and research
  • Writing, editing and fact checking
  • On-page optimisation and internal links
  • Publishing in your CMS with imagery
  • Long-form
  • Expert-led

Best forTeams with deep expertise and no time to write it down.

Typical timeline: 2–4 weeks per piece

Thought leadership & bylines

Opinion pieces under a named expert’s byline, with a point of view others can disagree with.

What’s included

  • Positioning and topic territory per author
  • Interview-led drafting
  • Editing to an argued point of view
  • Placement support for external bylines
  • Byline
  • Point of view

Best forExecutives who are credible in a room but invisible in print.

Typical timeline: 8–12 weeks

Original research & data reports

A survey or data study of your own, turned into a report, a landing page, a press angle and follow-on content.

What’s included

  • Research design and questionnaire
  • Fieldwork or data analysis
  • Report, charts and landing page
  • Press angle and derivative content plan
  • Original data
  • Citable

Best forBrands that need something journalists and analysts can cite.

Typical timeline: 3–5 weeks per story

Customer stories & case studies

Customer evidence written the way buyers read it: the problem, what was done, what changed and what it cost.

What’s included

  • Customer interviews and approvals
  • Written story in long and short formats
  • Quote, figure and claim verification
  • Design and publishing
  • Proof
  • Sales enablement

Best forSales teams that keep retelling the same story from memory.

Typical timeline: 2–4 weeks

Landing pages & campaign copy

Pages that carry a campaign’s message through to a conversion, written and designed against one clear action.

What’s included

  • Message and offer hierarchy
  • Copy, layout and supporting proof
  • Form, tracking and consent set-up
  • Variant plan for testing
  • Conversion
  • Campaign

Best forCampaigns sending paid traffic to a page nobody wrote for it.

03Formats & distribution

4 services
Typical timeline: 3 weeks to launch, then ongoing

Newsletter & email editorial

An email people open because it is worth reading, with a format, a cadence and a voice that survive a change of writer.

What’s included

  • Format, cadence and voice definition
  • Written editions on a schedule
  • Segmentation and send strategy
  • Open, click and reply reporting
  • Newsletter
  • Owned audience

Best forBrands with a list they rarely earn attention from.

Typical timeline: 6–10 weeks to launch a series

Video & podcast editorial

A video or audio series planned as a repeatable format, with clips for each platform built into the plan.

What’s included

  • Format and episode structure
  • Guest or topic pipeline
  • Production, edit and clip package
  • Distribution plan per platform
  • Series
  • Clips included

Best forTeams whose audience would rather watch or listen than read.

Typical timeline: Ongoing, monthly

Repurposing & content atomisation

One substantial piece turned into the social, email and sales formats it should have produced in the first place.

What’s included

  • Repurposing plan per flagship piece
  • Social cut-downs and carousels
  • Email and sales versions
  • Publishing calendar for the derivatives
  • One piece, many formats
  • OpenAI

Best forTeams whose best work is published once and forgotten.

Typical timeline: 4–6 weeks

Sales enablement content

The decks, one-pagers, comparison pages and objection responses your sales team needs, written from your sales calls.

What’s included

  • Sales call review and gap analysis
  • Pitch narrative and deck
  • One-pagers, comparisons and FAQs
  • Enablement session with the team
  • Sales
  • Objections
  • Salesforce

Best forSales teams building their own slides the night before.

04Content operations

3 services
Typical timeline: 4–6 weeks

Content operations & governance

The workflow behind publishing: who briefs, who writes, who approves, where assets live and how quality stays consistent.

What’s included

  • Workflow design and roles
  • Editorial standards and style guide
  • Approval routes and legal review path
  • Asset library structure and naming
  • Workflow
  • Standards

Best forTeams where every piece takes a different route to publication.

Typical timeline: 4–6 weeks

AI-assisted content workflow

AI added to research, outlines, variants, metadata and translation drafts where it saves time, with a person approving every publication.

What’s included

  • Use-case map with what AI will and will not do
  • Prompt and brief templates in your voice
  • Review, approval and disclosure rules
  • Quality checks and a sample audit
  • AI-assisted
  • Human approval
  • OpenAI

Best forContent teams using AI informally, with no standard or review.

Typical timeline: 3–5 weeks

Content performance measurement

Reporting that links each topic and format to the demand and pipeline it creates.

What’s included

  • Content-to-pipeline data model
  • Dashboard by topic, format and stage
  • Refresh and retirement triggers
  • Monthly commentary
  • Topic-level
  • Pipeline

Best forTeams reporting page views to a board that asks about revenue.

Your brief

Tick “Add to brief” on any service, choose a package, then continue. Or enquire about one service directly.

How we work with you

Ways to engage, from a question to an RFQ.

Ask a quick question, send a project brief or issue a formal RFQ. The lead for the work reads each one in full, and any services already in your brief go with it.

Or book a thirty-minute call

What are you sending?

  1. 01

    About 2 minutes4 required answers

    For a first conversation, a press request or anything that does not need a scope yet.

    You get A reply from a named lead

  2. 02Recommended

    About 8 minutes5 short steps

    Goals, audiences, a budget band and timing, so our first reply can outline the work.

    You get Options and a first scope after one call

  3. 03

    About 15 minutesYour documents attached

    Your documents, deadlines and the procurement and security rules the work must meet.

    You get Receipt confirmed and a named bid lead

How it is priced

Each package shows its pricing model. Work starts once a written scope and quote are agreed.

  • Typical length
    Ongoing · 6-month minimum
    Pricing
    Monthly fee

  • Typical length
    4–12 weeks
    Pricing
    Fixed price

  • Typical length
    1–3 weeks
    Pricing
    Fixed fee

  • Typical length
    Ongoing · 3-month minimum
    Pricing
    Time & materials
Compare what each package includes
What each package includes and who it suits
PackageEvery engagement includesBest for
RetainerReserved monthly capacity to run, improve and extend what we built.
  • A reserved block of team time every month
  • Agreed response times for requests and fixes
  • A monthly review and a rolling backlog
  • Planned improvements as well as upkeep
 Live brands and products that need a steady team without hiring one
ProjectA defined scope, delivered for a fixed price.
  • Statement of work with deliverables and acceptance criteria
  • A named project lead and a fixed team
  • A shared plan with dated checkpoints
  • Source files, yours once paid for
 Work you can describe up front: an identity, a platform or a set of tools
SprintA short, fixed-scope engagement that answers one defined question.
  • Scope and outcome agreed before day one
  • A senior lead plus the specialists needed
  • A working review every week
  • A decision-ready answer or prototype
 Discovery, a diagnostic, a prototype or a decision you need to make soon
SquadA dedicated team that works inside your stack and sprint schedule.
  • Named specialists matched to your roadmap
  • Works in your tools, meetings and backlog
  • Scale the team up or down each month
  • Knowledge transfer built in from week one
 Teams with a clear roadmap that need more senior people quickly

Questions

Content questions, from volume to AI answers.

For anything not covered here, ask us directly. The first conversation is about your goal.

01How much content do we need?

Fewer pieces than most calendars assume. We start with one cluster that covers a single buying decision from first question to purchase, measure it and then repeat what works. Volume grows only where results support it.

02Do you write with AI?

AI drafts research notes, outlines, variants, metadata and translations. A person writes or rewrites the substance, and a named editor approves every piece. We disclose AI use where a platform or your own policy requires it.

03Who owns the content?

What we make for you is yours once it is paid for. Tools we already had stay ours, and you get a free, permanent licence to use them. Usage rights for photography and licensed material are recorded per asset.

04How long before content performs?

New clusters typically take three to six months, depending on competition and publishing pace. Internal linking and technical fixes can show results within weeks of being recrawled.

05How does this connect to SEO and AI answers?

The same topic plan serves both. Pages answer the question first, name their subjects clearly and cite sources, so search engines and AI assistants can read and quote them. We track rankings and AI citations against one baseline; nobody can guarantee either.

Works best with

Channel plans and media production for your content.

Each capability stands on its own. Channel strategy decides where your content runs; production makes the photography, video and audio it needs.

Capability 06 Channel and budget planning Omnichannel Marketing Strategy Who to reach, where and when, with the measure agreed before launch. Explore Capability 08 Photo, film and CGI Global Content Production Original photography, films, edits and motion, delivered in every size each channel needs. Explore

Tell us what you need built.

You will speak to a lead who would run the work, and get a straight answer on fit.

Book a call

Three ways to start

Every engagement starts with a written scope and a quote agreed before work begins.

Choose one of the three ways above
See the work Explore our services Industries we serve Meet the team Email us Read our approach