50+ leading companies work with us
What we mean by content
Content is everything you publish in order to be found and understood: service pages, articles, comparisons, frequently asked questions. Not to fill your site, but to answer what is being asked in your market.
Most companies write about themselves: what they do, how long they have been around, why they are good. That rarely answers the question someone has at that moment. We start at the other end, with the question.
You are writing for two readers
Every page now has two readers. The first is your ideal customer, who needs convincing. The second is the system that processes your page and builds an answer from it for someone who will never see the page itself.
The two make different demands. A person reads an argument that builds to a conclusion at the end. A system pulls out individual pieces and sets them next to a competitor. So every claim also has to hold up on its own, out of context.
Content written only for the machine reads like noise to a person. The reverse does not work either. It has to do both.
What we do
Find out what is being asked
Which questions live in your market, at which stage of the customer journey, and which of them you do not show up on today. That follows from the measurement.
Get existing content in order
First repair what is there: outdated information, contradictions between pages, old copy that is still being used as a source. Building new content on a foundation that is wrong delivers little.
Pages that answer the question
One question per page, the answer up front, the facts explicit. Written in your own tone, because being recognisable is part of the picture. Whether you call that SEO copy or simply good pages, it does both.
Guard consistency
The same facts and positioning everywhere they appear, so that one page does not say something different from the next. We guard that centrally for everything that goes out.
Your site has to tell one story
At companies that have been publishing for years, pages inevitably contradict each other somewhere. A service page worded differently from the landing page next to it, a blog post with an outdated description, an about page aimed at an audience you outgrew long ago.
A visitor never notices, because they read one page. A system building its answer from several pages at once does: it cannot tell which version is right, and often picks neither.
That is why we work per fact, not per page. The measurement shows everywhere a claim appears, including on pages nobody looks at any more. Without that map, you end up rewriting whichever page happens to be in front of you.
An extension of your own team
We often work alongside an existing marketing team. If there is none, we take on the online side in full. Either way, we do all the work that comes with it.
Our insights come from the measurements and from projects across a wide range of sectors. We translate those into a plan. Your knowledge of the business and the market comes in alongside, and we get to know it better as we go. That combination is what we execute on.
Part of a bigger whole
Content is one of the methods we use. What gets written about, and in which order, follows from the measurement and the strategy. That spares you a lot of loose production: instead of publishing something every month because it was in the schedule, you write what is missing.
If the field of questions is too large to cover page by page, for instance with many services, regions or products, we add Programmatic Content on top.
Frequently asked questions
Why repair existing content first?
Because new content on a foundation that is wrong delivers little. As long as outdated or contradictory information about you is circulating, it keeps weighing on the picture that forms. Align first, then expand.
Do we have to write differently from how we are used to?
Partly. The substance and the tone stay yours. What changes is the structure: one question per page, the answer up front and the facts explicit, so that a claim still holds up out of context. That reads just as well for a person, and often better.
How much content is needed?
That depends on how many questions in your market are still unanswered, and how much on your site is outdated or contradictory. Volume is not the goal; covering the relevant questions is.
Is AI used in the writing?
Where it helps, and always with editing and fact-checking. Whatever goes out goes past you first.
Will it still sound like us?
Yes. We record your tone of voice up front, and it is part of the picture we guard.
Not seeing your question?
Get in touch, no obligation. We are happy to talk through what this would mean in your situation, even if you are not sure yet whether it is something you need.
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