Content that ranks. Content that converts.
A standalone content service built on research. We study what your buyers actually search for, what your competitors rank for, and which pages have the shortest path to revenue. Then we write, ship, and measure. Your team publishes, or we do.
Research-led strategy • Custom-written content • Performance tracked every month
The Problem
Every content strategy fails at the same three places
The decks look great. The output looks like nothing.
The strategy deck that died
Forty pages of personas, pillars, and calendars. Six months later, three posts got written and nobody remembers which pillar they belonged to.
The briefing bottleneck
Your team writes a brief. The freelancer writes a draft. Two rounds of edits. A month per piece. You ship a handful of posts a year when you needed many more.
The keyword list with no owner
Someone pulled a huge list of keywords. Nobody decided which ones to write. Nobody wrote them. The list sits in a Google Sheet nobody has opened in five months.
How we decide what to write
Two principles sit behind every call, before a single word gets written.
Content strategy quietly fails when it forgets the two things search is actually about.
SEO is a people problem
The algorithms at Google, OpenAI, Anthropic, and Perplexity are designed by people, to serve people. The buyers typing a query are also people, trying to solve something real. Ranking isn’t a technical exercise. It’s understanding what a human actually wants to read, and what other humans will reward for giving it to them.
“Humans on both sides of the query.”
Traffic doesn’t pay the bills. Conversions do.
Pure informational content used to win you traffic. Now AI answers swallow most of it before the click. The searches that still pay are mid-funnel ones — someone comparing, evaluating, close to buying. We write for those. Fewer visits, far more revenue.
“Mid-funnel is where money moves.”
The research behind the strategy
Choosing what to write is a data problem. We treat it like one.
Every topic we ship starts as a number. We run the same research stack top in-house search teams use, and we don’t recommend a piece of content until the data agrees it’s worth your time.
Our research stack
Search volume and trend analysis
What your buyers actually type into a search bar this quarter — not what a persona deck imagines they might.
Competitor ranking maps
Where your competitors show up on page one, which pages earn their traffic, and how those pages are structured.
Sitemap audits
A full pass through your existing site. What ranks. What’s outdated. What’s cannibalising itself. What’s close enough to a win that we can push it over the line.
Gap analysis
The queries your competitors rank for and you don’t. That gap is the most honest input for a content roadmap.
Intent classification
Is this a search to learn, to compare, or to buy? Intent decides whether we write for it at all, and how we shape the page if we do.
SEO signal review
Authority, internal link structure, schema, page speed. Weak technical foundations quietly kill strong content before it ever gets read.
The output is a short, ranked list of topics with numbers next to each one. That’s what becomes the roadmap.
What research tells us to ship
Sometimes a blog. Sometimes a page at scale. The data decides.
Search engines don’t care about the format. They rank the page that answers the query best. So we let the research choose whether this month is a set of programmatic pages, a handful of editorial pieces, or both.
Programmatic SEO pages
Patterns that repeat across services, locations, or industries.
When the research surfaces a query pattern — the same structure repeated across many variants — we build a template and ship a set of pages from it. One strong template becomes dozens or hundreds of pages, each tuned to a specific search. We advise on the architecture, define the strategy, and execute the build.
Example patterns
- [Service] in [City]
- [Industry] solutions for [Use case]
- [Category] providers near [Location]
Best fit
Service businesses, multi-location operators, marketplaces, and anyone whose offering varies across a clear, repeatable dimension.
Editorial content
One topic, one page, written with depth.
When the search is broader, the angle is more nuanced, or the page has to argue a point rather than fill a template, we write a single piece built to rank and convert. These tend to become a site’s top-performing URLs — the comparison guide someone reads right before they book a call.
Example patterns
- [Category] vs [Competitor]
- How to [the core job your product does]
- [Metric] benchmarks for [your industry]
Best fit
SaaS, consultancies, product categories that aren’t commoditised, and teams building a point of view the market remembers them by.
Most engagements ship a mix. We don’t pick the format first. We pick the highest-chance-of-growth target first, and let that decide the format.
How the engine turns
Research. Brief. Draft. Publish. That’s the loop.
Every stage has a purpose, a deliverable, and a date. Nothing is vague.
Research
We pull keyword data, competitor rankings, and search intent signals. Topics are chosen because the math says so, not because they sound interesting. You see the research every month.
Brief
One page per piece. Search query, intent, angle, outline, internal links. This is where direction gets set, not at the draft stage. You approve or redirect here.
Draft
Full-length, edited, formatted drafts. Written by our team, reviewed through an editor with growth experience. You get a Google Doc link. Turnaround from approved brief to first draft is under a week.
Publish
If your team publishes, we hand off cleanly with all assets and metadata. If you want us to push it live, we do. Either way, the piece goes from draft to live in days, not weeks.
How it stays good
Written carefully. Edited by someone who’s ranked before.
The output quality of any content program depends on who reviews the draft. Every piece we ship passes through an editor with growth experience. Then it passes through you. If something sounds generic, it doesn’t leave the building.
Research and draft
Our team
Rewrite and restructure
Senior editor
Approve, redline, or redirect
You
A draft that reads like it could be about anyone is a draft that never made it to step 3.
The loop that sharpens itself
Every published page becomes the input for the next one.
We don’t ship and walk away. Analytics and conversion tracking feed back into next month’s research, so the strategy gets more accurate every cycle. Speculative calls become known ones.
Ship
Page goes live with clean metadata, tracking in place, and a note of exactly what query we were targeting and why.
Watch in Search Console
Which queries is the page surfacing for? What’s the click-through rate? Is it climbing, plateauing, or stuck?
Watch in Analytics
How many visitors actually arrive? What do they do on the page? How many make it to the pages that convert?
Compare to the brief
Did the page rank where we thought it would? Did it convert where we thought it would? If not, what does that tell us?
Feed the next cycle
Double down on what’s working. Reframe what’s flat. Retire what’s dead. The next research cycle starts here, sharper.
What we track in
Every client gets Google Search Console and Google Analytics wired into the monthly review. Traffic to each published page, the queries it surfaces for, and the downstream conversion events — every piece is a data point in a compounding picture.
Most clients see the picture fill in by the third or fourth cycle. That’s when the strategy stops being speculative and starts being known.
When clients expand
Content works better when SEO, analytics, and dev work run alongside it
Content is one of the highest-leverage things a growth team can invest in. It’s also one of the capabilities inside our full service, managed growth.
About a third of content strategy clients eventually expand into managed growth because they see the content compound faster when the SEO fixes, internal linking, and analytics loops are running on the same cadence. Another third never do, because their in-house team handles those pieces.
Both paths work. Start where you are.
Content Strategy
- Research-led topic selection
- Custom briefs and drafts
- Monthly performance review
- Your team handles SEO and dev work
Managed Growth
- Research-led content production
- Plus SEO fixes shipped weekly
- Plus analytics reviewed weekly
- Plus conversion work shipped monthly
- Plus dev work included
FAQ
Common Questions
Common questions about our content strategy service.