Content strategy
Content your audience actually wants, in the places they actually look. Built on research into real people, not a keyword tool’s best guess.
Sound familiar?
Things people tell me on the first call.
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Leads are down on last year, or they’re the wrong leads.
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Plenty of traffic, not much business.
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We have a blog nobody seems to read.
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We’re not sure where our audience spends time online.
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Competitors keep turning up in AI answers, and we don’t.
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Content gets produced, but nobody can say what it’s for.
Two or more sound like you? That’s where I’d start.
Why audience comes first
Google’s biggest content changes of the last decade all pointed the same way.
People
What the technology was chasing all along
None of that was new advice. It’s what good marketers should have been doing all along.
The industry just kept chasing the technology instead of what the technology was chasing: people. Build on how your audience thinks and behaves, and your strategy doesn’t need to pivot every time something changes.
How it works
1
Audience research
Using SparkToro, interviews, sales call transcripts and desk research, we find out where your audience spends time online, how strongly they favour each platform compared with the national average, and what they care about.
2
Audience signals
We analyse conversations in the online communities your audience uses, group them into themes like pain points, questions and competitors, then cross-reference those themes with your Search Console data, so you can get there before it’s crowded.
3
Query fan-out mapping
AI assistants break one question into many searches. We map those for your key commercial queries so there’s an answer for everything a model looks for.
4
Full-funnel plan
Content for every stage of the decision: pain points, common questions, pricing, competitor comparisons. It builds trust with the people most likely to buy.
How the content is written
We follow Google’s guidance on helpful, people-first content. Six commitments, on every piece.
For people
Written to help people, not to manipulate rankings.
Original
Original research, analysis and insight, not a rewrite of what’s already ranking.
Real authorship
Clear authorship and real expertise behind every piece.
Complete
Complete answers, so nobody has to go back to search.
Focused
No mass-produced pages on topics you have no business covering.
Open about AI
Open about how AI is used in the process.
+40%
uplift in MQLs following a business repositioning and a content strategy tailored to a new ICP.
B2B client, work led at a previous agency.
Ways to work
Three levels of involvement. Each one builds on the one before.
Not sure who you’re really writing for?
That’s the first thing we’d fix.