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Content Creation

Copy and assets that answer real questions and earn the click. Briefs built from what people actually search, writing that comes out of interviews with your team, and every piece cut into the formats it should exist in.

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SEO content writing and editorial planning

What it is, and why it matters

There is a lot of content and very little of it is worth reading. The reason is almost always the same: it was written from a keyword and a competitor's page rather than from anyone who knows the subject. It reads like a summary of other summaries, because it is.

Our version starts with an interview. Thirty minutes with the person in your business who answers this question for customers every week produces specifics no research tool can give you: the number, the exception, the thing clients always get wrong. That is what makes a page worth ranking and worth quoting.

Then it gets used properly. One researched piece should not end its life as a single blog post. It becomes the page, the posts, the email and the thing your sales team sends when somebody asks.

Who this is for

A good fit if

  • Someone in the business genuinely knows the subject and can talk for half an hour
  • Your buyers research before they buy
  • You want content that still earns traffic in a year
  • You can approve copy in days rather than weeks

Probably not if

  • You want volume at the lowest possible cost per word
  • Nobody can be interviewed and we have to work entirely from your competitors
  • Legal has to review every sentence before it publishes
  • You need this week's enquiries, which content does not produce

What is included

DeliverableHow often
Content strategy and editorial planOnboarding, then quarterly
Question research and briefsMonthly
Expert interviewsPer major piece
Website and landing page copyAs scoped
Articles and guidesMonthly
Repurposing into social and emailPer piece
Video scriptsMonthly
Product and ecommerce copyAs scoped
Arabic writing, not translationAs scoped
Editing and refresh of existing pagesQuarterly
Reporting on what each piece earnedMonthly

How it fits together

One researched pieceInterview plus search dataA page that ranks and gets quotedThree to five social postsAn email to the listA short video scriptA one pager sales can send
The research is the expensive part. Once it exists, the formats are cheap, which is what makes a serious content programme affordable.

Your first 90 days

  1. Week 1

    Decide what is worth writing

    We map the questions your buyers ask, check what already exists and where you are absent, and agree an order. Commercial questions come first, because they pay for the rest of the programme.

  2. Weeks 2 to 4

    Interview, then write

    Interviews happen first, in batches, so writing is never held up waiting for an answer. The first pieces go through one round of edits with you, which sets the voice for everything after.

  3. Weeks 5 to 8

    Publish and cut it up

    Each piece ships with its derivatives ready: the posts, the email, the script. Publishing something and then deciding how to promote it a fortnight later is how most content quietly dies.

  4. Weeks 9 to 12

    Read the numbers, then repeat or refresh

    Some pieces will earn traffic and some will not. The ones that do get expanded and updated, which is usually cheaper than writing something new and works better.

What you actually receive

Every piece is delivered as a brief first: the question, who it is for, what it must contain, and the specific claims we need from the interview. You approve the brief, not just the finished draft.

It means the draft you read is already the right shape, and feedback is about wording rather than about starting again.

Content brief and editorial plan
  1. The exact question the piece answers, in customer words
  2. What must appear for it to be worth quoting
  3. Who gets interviewed and what we need from them
  4. The derivatives that ship with it

Metrics we move

  • Pieces earning traffic

    Compounds over months, not weeks

    Published URLs with clicks in the last 28 days

  • Time to publish

    Brief approved to live

    Tracked per piece, including time waiting on approvals

  • Assisted enquiries

    Reported where the CRM allows it

    Enquiries where a content page appeared in the journey

  • Refresh yield

    Usually beats writing something new

    Traffic change on updated pages, 60 days after the update

Where this usually goes wrong

  • The usual mistake: Publishing four thin articles a month because a plan said four.

    What we do instead: One piece nobody else could have written beats four assembled from the same sources.

  • The usual mistake: Writing to a word count instead of to the question.

    What we do instead: Answer it fully and stop. Padding is the fastest way to lose a reader and a citation.

  • The usual mistake: Translating English copy into Arabic and calling it an Arabic page.

    What we do instead: Write it in Arabic. The questions people ask are phrased differently, not just in another script.

  • The usual mistake: Treating content as a blog, separate from the pages that sell.

    What we do instead: The service and landing pages usually need the work more, and pay back faster.

Questions we get asked

How do we get started?

Book a free consultation. We look at where things stand today, agree what to fix first, and send a written scope before any work begins.

How is the cost decided?

Every engagement is scoped to your goals, the size of the work and your timeline. You get a written proposal after the consultation, so the cost is clear before anything starts.

How will we know it is working?

We agree the measures at the start, then report against them in plain language, with the numbers shown so you can check them yourself.

Who will we work with?

A named lead who knows your account, backed by the specialists the work needs. You always know who to message.

Do you work in Arabic as well as English?

Yes. Content, campaigns and reporting can run in Arabic, in English, or in both, depending on who your customers are.

Can you work alongside our own team?

Yes. We can take on the whole service or fill the gaps around your in house team, and hand over cleanly if that ever changes.

What do you need from us?

Access to the accounts involved, one person who can approve work, and an honest picture of what has been tried before.

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