Content Marketing
The knowledge that would persuade your customers is already inside your company. It sits in the heads of engineers, advisers and account managers who have no time to write it down.
Our writers get it out by interview. A half-hour conversation with the person who does the work yields detail that no amount of desk research produces: the mistake customers make most, the question they should ask and never do.
Good content makes a business easier to find and easier to trust, but how many people read it and what they do next is not ours to decide. We do not promise rankings, visitor numbers or enquiries from any piece.
What we write
The format follows the reader's question, not a quota of blog posts.
Explanatory articles
Answers to the questions your sales staff hear every week, written so a newcomer to the subject can follow them.
Buying guides
How to choose, what to compare, what it should cost. Fair to alternatives, including the option of not buying.
Customer stories
Written only with the customer's written consent and approved by them. Figures are included only where the customer supplies them.
Product and service pages
What it is, who it is for, what it does not do. Often the most valuable pages on a site and the most neglected.
Technical documentation
Set-up guides and reference pages that reduce support requests and are found by people searching for the fault.
Newsletters
A regular letter to your list drawing on the pieces above, in a consistent voice.
From interview to published piece
Each piece passes through the same stages, and your expert spends under an hour on it in most cases.
Brief
One page: who the reader is, what they already know, the question the piece answers and what we would like them to do afterwards.
Interview
A recorded call with the person in your business who knows the subject. The recording and transcript are stored in your shared drive.
Draft
The writer builds the piece from the interview, adds sources for any outside fact, and keeps the expert's own phrasing where it is vivid.
Fact check
Your expert reads the draft for accuracy. Claims they cannot stand behind are removed, not softened.
Publish
We load the piece into your content management system with headings, internal links, image descriptions and a named author.
Revisit
After some months we check whether the piece is being read and whether the facts still hold, then update or retire it.
Is content the right investment?
It suits you when
- Customers research for weeks before they get in touch.
- Your experts can spare a short call a few times a month.
- You know things your competitors do not publish.
- You can wait several months for the effect to build.
Spend the money elsewhere when
- Purchases are made on impulse or on price alone.
- Nobody with real knowledge is available to be interviewed.
- Legal review takes so long that pieces are out of date on release.
- You want a set number of articles a week regardless of quality.
Rules every piece follows
These are checked by an editor who did not write the piece.
- Every factual claim has a source or a named person behind it
- No statistic is quoted without a link to where it was first published
- No text is copied or closely paraphrased from another site
- Published text is written by a person; AI tools are limited to transcripts and proofreading
- The author shown on the page is a real person who approved the byline
- Images are your own, licensed, or made for you, with the licence recorded
About the writing
Can a writer outside our industry get the detail right?
Not alone, which is why the interview and the fact check exist. The writer supplies structure and clarity; your expert supplies the substance.
Who owns the content?
You do, from the first draft. That includes interview recordings, transcripts and images made for you. The terms are set out in the agreement.
How do you decide what to write about?
From three sources: questions your staff hear from customers, phrases people search for, and gaps where existing pages on the subject are poor.
Do you publish on our site directly?
Yes, with an editor account you create for us in your own system. You can withdraw it whenever you like.
How is success judged?
By readership, time on the page, enquiries that mention the piece and its use by your sales staff. We report these figures plainly, including for pieces that were barely read.
Name one subject you know better than anyone
Tell us the subject, who in your business knows it, and who should read about it. We come back to you within one business day.