Capability 02 · One source, every channel
Write it once. Publish it everywhere, correctly.
Content & Communication Infrastructure is the plumbing under marketing: a structured content model, a governed asset library, localisation that scales, and messaging set up so email, SMS and WhatsApp arrive. Change a price, a claim or a logo in one place and every channel follows.
Route: email, WhatsApp and push sent, SMS suppressed for lack of consent, and the in-app banner queued for the next session.
Illustrative. Consent is checked at the moment of sending, per purpose and channel, not when the list was built.
What we build · 6 parts
Content as data, not as documents
When content is modelled as fields rather than pages, the same fact can serve a website, an email, an ad and an assistant without being retyped.
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Content model & headless CMS
Content typed as structured fields with reusable blocks, versioning and preview, so a product fact, price or claim exists once and is referenced everywhere.
Structured · reusable -
Digital asset management
One library for photography, video, logos and templates, with usage rights, licence expiry and market restrictions held as metadata rather than in someone’s memory.
Rights · metadata -
Localisation & translation pipeline
Machine translation with in-market human review, locale variants, right-to-left support and regional legal lines, delivered as part of publishing rather than a project.
Locales · review -
Messaging infrastructure
Email, SMS and WhatsApp senders configured properly: SPF, DKIM, DMARC and BIMI, dedicated IP warm-up, approved WhatsApp templates and the 24-hour service window respected.
Deliverable by design -
Channel component library
Modular email, landing page and message components built on your brand tokens, tested for accessibility, dark mode and the clients your audience actually uses.
Tokens · tested -
Editorial workflow & governance
Roles, review stages, legal and compliance sign-off, scheduled publishing and a full audit trail of who changed what, in the tools the team already opens.
Approvals · audit trail
Where it sits in the engine
One source, every channel it reaches.
How one message moves from the content model to a delivered send. The highlighted step is where this capability works.
- 01 · Source Content model Structured types and approved blocks in a headless CMS, not pasted copy.
- 02 · Assemble One message Rendered per channel from the same source, in every language you publish in.
- 03 · Check Consent per channel Each channel is sent only where the person agreed to it, for that purpose.
- 04 · Route Channel adapters Email, SMS, WhatsApp templates, push and in-app through one sending layer. Infrastructure
- 05 · Record Delivery log Sent, held, suppressed and failed recorded with the reason.
How it runs · 4 stages
Model first, migrate second
The content model is agreed and tested against real pages and real campaigns before anything is migrated into it. Timings are typical, not promised.
Stage 01 of 4Wk 01–04
Model
Content audit, channel inventory and the model itself: types, fields, relationships and reuse rules, tested against your hardest existing pages and campaigns.
Produces
- Content audit
- Content model
- Governance plan
Stage 02 of 4Wk 04–10
Build
CMS and asset library configured, components and templates built on brand tokens, messaging senders authenticated and warmed, workflows and permissions set.
Produces
- CMS build
- Component library
- Sender set-up
Stage 03 of 4Wk 09–14
Migrate
Content and assets moved with mapping and rights metadata, redirects in place, gaps fixed rather than carried over. Editors trained on real work.
Produces
- Migration
- Redirect map
- Editor training
Stage 04 of 4Wk 14–16
Operate
Handover with documentation, an owner per content type, and a quarterly review of the model as new channels appear.
Produces
- Documentation
- Ownership map
- Review cadence
Template coverage · what you will see
Every message type, every channel, one status.
The coverage map teams publish from: which message types exist per channel, in which languages, and which are still waiting for approval.
| Message type | SMS | Push | In-app | ||
|---|---|---|---|---|---|
| Order confirmed | 4 of 4 (on track) | 4 of 4 (on track) | Approved (on track) | 4 of 4 (on track) | —not applicable |
| Delivery update | 4 of 4 (on track) | 4 of 4 (on track) | Pending review (needs attention) | 4 of 4 (on track) | 4 of 4 (on track) |
| Price drop alert | 3 of 4 (needs attention) | —not applicable | Rejected: wording (gap) | 4 of 4 (on track) | 4 of 4 (on track) |
| Account security | 4 of 4 (on track) | 4 of 4 (on track) | —not applicable | —not applicable | 4 of 4 (on track) |
What you own
Content models and adapters. Documented to be extended.
A content model, channel adapters and a delivery log, configured in your accounts with the runbook to add the next channel.
| # | Deliverable | Format |
|---|---|---|
| 01 | Content model & type documentation | Schema · docs |
| 02 | Configured CMS & asset library | Platform build |
| 03 | Email, landing & message component library | Templates · tokens |
| 04 | Localisation workflow & glossary | Workflow · sheet |
| 05 | Sender authentication & deliverability set-up | DNS · report |
| 06 | Editorial workflow & permissions | Config · RACI |
| 07 | Migration mapping & redirect plan | Sheet |
What changes
Faster to publish, consistent everywhere.
Infrastructure succeeds when a message ships to every channel from one source, in every language, with each send accounted for. They are aims, not guarantees.
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01
One fact, one place
A price, claim or disclaimer is changed once and is correct in every channel that references it.
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02
Localisation stops being a project
New markets reuse the model, the glossary and the review workflow instead of starting again.
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03
Messages that arrive
Authenticated senders, warmed IPs and clean lists, so the work put into a campaign is not lost at the inbox.
Hours from approved copy to live, per release. Shape only. The solid line is a release process on shared content and channel adapters; the dashed line is the same work copied into each channel by hand.
Technologies we work with
Headless CMS to channel API. Chosen for your team.
Content platforms, search, messaging and edge tools we build communication infrastructure on. Named as technologies we work with, not partnerships; model providers run inside an approval step, never around it.
- Contentful
- Sanity
- Strapi
- WordPress
- Webflow
- Figma
- Algolia
- Cloudflare
- Vercel
- n8n
- Twilio
Frameworks we build to
Accessible, fast and consented. In every channel.
Frameworks every template and page is built against. Frameworks we build to, not certifications we hold.
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WCAG 2.2 AA — Web Content Accessibility Guidelines
Web Content Accessibility Guidelines
Emails, landing pages and in-app messages checked for contrast, alt text, reading order and keyboard use before they are approved for send.
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Core Web Vitals — Loading, interactivity and visual stability
Loading, interactivity and visual stability
Landing pages and tag containers held to LCP ≤ 2.5 s, INP ≤ 200 ms and CLS ≤ 0.1 at p75, with tags audited so tracking never costs the page.
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GDPR — General Data Protection Regulation (EU) 2016/679
General Data Protection Regulation (EU) 2016/679
Consent captured per purpose and channel, tracking tags fired only after consent (Consent Mode v2 where Google is used), and erasure requests reaching every connected tool.
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DPDP Act 2023 — Digital Personal Data Protection Act, 2023
Digital Personal Data Protection Act, 2023
Notices and consent records for India-based customers, with withdrawal honoured in every journey and channel within the same working day.
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ISO/IEC 27701 — Privacy information management systems
Privacy information management systems
Every marketing tool that holds personal data listed with its purpose, retention and processor terms, and kept current as tools are added.
Services & packages
One source of content. Every channel reads from it.
We build the layer marketing runs on: a structured content model, a governed asset library with usage rights, localisation that scales to new markets, and messaging infrastructure configured so email, SMS and WhatsApp actually arrive.
- Categories
- 05
- Services
- 16
- Packages
- 04
How to buy
- 01Pick services. Enquire about one, or add several to a brief.
- 02Choose how to engage. A sprint, a fixed project or an ongoing team.
- 03Send the brief. We reply within one working day.
Start a project
Ways to engage. Same team, same standard.
Three ways in, from a two-minute question to a formal RFQ. Each is read in full by the lead for the work, and anything already in your brief goes with it.
Or book a thirty-minute call-
01
For a first conversation, a press request, or anything that does not need a scope yet.
You get A reply from a lead, not a sales queue
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02Most useful
Goals, audiences, a budget band and timing. Enough for us to come back with a shape, not only questions.
You get Options and a first scope after one call
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03
Your pack, your 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 how it is priced. Every engagement starts with a written scope and a quote agreed before work begins.
Opens a project brief with this package chosen.
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In your brief
- Typical length
- 4–12 weeks
- Pricing
- Fixed price
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In your brief
- Typical length
- 3–9 months
- Pricing
- Fixed price per milestone
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In your brief
- Typical length
- Ongoing · 6-month minimum
- Pricing
- Monthly fee
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In your brief
- Typical length
- 1–3 weeks
- Pricing
- Fixed fee
Compare what each package includes
| Package | Every engagement includes | Best for |
|---|---|---|
| ProjectA defined scope, delivered for a fixed price. |
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Work you can describe up front: an identity, a system, a set of tools |
| MilestoneA larger build, split into gated phases you approve and pay for one at a time. |
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Programmes too big to fix in one contract, and teams that want control at each step |
| RetainerReserved monthly capacity to run, improve and extend what we built. |
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Brands and products after launch that need a steady team without hiring one |
| SprintOne fixed question, answered in one to three weeks. |
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Discovery, a diagnostic, a prototype or a decision you need to make soon |
Questions
What teams ask about infrastructure.
Anything else, ask us directly. A short call is usually quicker than a long email.
01Is this the same as building a website?
No. Websites & Apps, in Technology & Intelligence, builds the site or app. This builds the content and messaging layer underneath it, which that site, your emails, your ads and your assistants all read from. The two are often delivered together.
02Which CMS do you recommend?
The one your editors will use and your developers can build on. We work with headless platforms such as Contentful, Sanity and Strapi, with WordPress and with Webflow, and choose on content model, localisation, workflow and total cost rather than on preference.
03Why does a content model matter for marketing?
Because unstructured content cannot be reused. Modelled content can be assembled automatically into emails, ads and landing pages, fed to AI systems with the right context, and corrected in one edit. It is what makes personalisation at scale affordable.
04Can AI write directly into the CMS?
Yes, as a draft. Generation runs against your model and your approved facts, lands in a draft state, and moves through the same review as anything else. Nothing is published without a named person approving it.
05What about content rights and licences?
Usage rights, territory, channel and expiry are held as metadata on every asset, and assets past their licence are blocked from new campaigns and flagged where they are already in use.
Works best with
Infrastructure is the road. These are what travels on it.
Creative AI fills the content model; Automation decides when each message goes.
Let’s build what happens next.
Tell us what you’re building. We’ll answer straight.
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