Content is the raw material every other channel runs on. Adverts need creative, search needs pages, email needs something to say. We make it so those channels have something to work with.
What we do
Shot for the placements they will actually run in, in volume, not as one campaign hero.
Static, motion and UGC style, produced as a testable batch each month.
Category copy, product detail, buying guides and the pages that answer the question standing between someone and a purchase.
The words in the flows and campaigns that carry retention.
What we measure
Every component in the Engine is scored out of 100 against its goal. These are the numbers Content is judged on.
Where it sits
Section 2 · Website & Branding Performance
Content sits in Website & Branding Performance, the second section of the Engine, and feeds the other two. When Traffic is expensive, the cause is usually creative. When Retention is weak, the cause is usually having nothing worth sending.
We will not sell you Content because you asked for it. If the diagnosis says the constraint is somewhere else, we will tell you that instead, and we will say so in week one rather than in month six.
Questions
Enough to test weekly. In practice that is a batch each month rather than one campaign shoot a year, because creative is now the main variable in paid social performance and every asset has a shelf life.
Both, for different jobs. UGC style tends to win on cold prospecting because it does not look like an advert. Polished production carries the brand on the site and in retargeting. Judging one by the other is how budgets get wasted.
On-site content does, when it is built for the questions people ask in the last steps before buying. Blog posts written for volume do not, and they are the reason most ecommerce content programmes get quietly cancelled.
You do, outright. Photography, video, copy and source files are handed over. We do not license your own assets back to you.
Find out whether Content is what is actually holding you back.
Four weeks, no fee, and a diagnosis of the whole Engine in week one.
The rest of the Engine