Content marketing
Content that answers, ranks and gets cited
Editorial strategy, topic clusters, briefs, expert writing and refreshing what you already have. Content built on real search intent and your company’s expertise, designed for Google and for the AI assistants that decide whom to cite.
Our approach
Fewer articles, more answers
Many corporate blogs pile up hundreds of posts nobody reads: generic pieces on topics other sites already cover better, written for a keyword and without any first-hand knowledge. Publishing more of the same doesn’t help; it often hurts, because it dilutes the perceived quality of the whole site.
We treat content as a business asset. Every piece has a purpose (attract, persuade, handle an objection, support a sale), a clear search intent and something only your company can contribute: proprietary data, practical experience, examples from your sector, the views of your specialists.
That “something of your own” is also what makes an AI assistant cite you: models tend to draw on sources that provide clear, specific and verifiable information, not the tenth rewrite of the same article.
- Strategy tied to commercial goals
- Content with first-hand expertise, not rewrites
- Clear structure for search engines and AI assistants
Editorial process
From strategy to measurement
Strategy and topic map
We start with your business: what you sell, to whom, what customers ask before buying and where your company has genuine authority. On that basis we research search demand and competition, and organise topics into clusters: a pillar page covering a broad topic and supporting pages going deep on each subtopic, all interlinked.
We also audit your existing content, because the best opportunity is often in improving what’s already there.
Activities
Outputs
- Content strategy
- Cluster and pillar page map
Intent and editorial calendar
For each topic we define the dominant intent by analysing what Google already shows: if the results are guides, comparisons, product pages or tools, that’s what users expect. Choosing the wrong format is the most common reason a good piece doesn’t rank.
With that information we prioritise by business impact and effort, and build a realistic editorial calendar.
Activities
Outputs
- Prioritised editorial calendar
Briefs and production
Every piece starts with a brief: intent, questions it must answer, proposed structure, relevant entities and terms, internal links, sources and what input we need from your specialists (a short interview, data, examples).
We use AI tools for research and first drafts, but every piece is edited, fact-checked and signed off by a person. We’re open about this: AI speeds things up, judgement and accountability stay human.
Activities
Outputs
- Publish-ready content
- Briefs your team can reuse
Publishing and optimisation
We publish with everything content needs to perform: metadata, clear headings, structured data, optimised images, visible authorship and internal links to and from the cluster.
We structure copy so it can be understood in fragments: direct answers at the start of each section, lists and tables where they help, clear definitions.
Activities
Outputs
- Content published and linked
Measurement, refresh and pruning
We measure each piece against its purpose: impressions and clicks, rankings for target queries, assisted conversions and presence in AI answers. Every quarter we review the full inventory.
We refresh content that’s losing ground, merge pieces that compete with each other and remove or redirect what adds nothing. Pruning matters as much as publishing.
Activities
Outputs
- Monthly report
- Quarterly refresh plan
Search intent
Which format each type of search calls for
| Intent | Example query | Format that usually works | Role in the business |
|---|---|---|---|
| Informational | what is bare ownership | Guide or explainer with a direct definition, examples and FAQs | Attract and build topical authority |
| Comparative | renting vs leasing for sole traders | Comparison with a table, decision criteria and a recommendation by profile | Influence the decision |
| Commercial | best invoicing software for SMEs | Category page or reasoned shortlist with transparent criteria | Capture demand close to purchase |
| Transactional | inheritance lawyer Marbella | Service page with proof of expertise, process, indicative pricing where appropriate and contact options | Convert |
| Navigational | [your brand] opening hours | Complete brand, contact and Google profile pages | Don’t lose people already looking for you |
E-E-A-T
How we make experience and trust visible
Experience
We bring in what your team knows from having done it: real processes, common mistakes they see in clients, proprietary data, photos of real work. It’s the part nobody can copy.
Expertise
Specialist content is reviewed by a qualified person at your company, and we say so. In YMYL sectors (health, finance, law) this is essential.
Authoritativeness
Author pages with a verifiable track record, links to professional profiles and an external mentions strategy that backs up what the website says about itself.
Trust
Cited sources, visible update dates, clear company details, transparent policies. No claim without support.
Refresh and prune
Sometimes the best new piece is one you already have
On sites that have been around for a while, much of the potential lies in existing content: articles that used to rank and have slipped, pages with outdated figures, several posts competing for the same search and splitting the signals between them.
Before proposing new content we cross-reference Search Console with the full inventory and classify every URL: keep, refresh, merge or remove. Refreshing isn’t changing the date: it means checking the facts, filling the gaps against what best answers the search today and improving the structure.
- Pages with a sustained drop in clicks or rankings
- Content with outdated data, prices or regulations
- Several URLs ranking interchangeably for the same query
- Pages with no impressions or links after a reasonable period
“We use AI for research and first drafts. Every piece we publish is edited, fact-checked and owned by a person. If a tool can’t contribute real experience, it can’t replace it either.”
Our policy on AI-assisted content
FAQ
Content: common questions
How many articles a month do I need?
There’s no right number. It depends on your market, how much useful content you already have and your capacity to contribute first-hand expertise. We often recommend publishing less but better, and putting part of the budget into refreshing what already exists.
Does Google penalise AI-written content?
Google has said it evaluates the quality and helpfulness of content, not how it was produced. What it does act against is scaled content created mainly to manipulate rankings. Our policy is to use AI as support, with human editing, fact-checking and accountability for every piece.
Do you need time from my team?
Some, yes: usually a short interview per topic or a review of the more technical pieces. That’s what turns a generic article into one with real expertise. We design the process to take as little of your time as possible.
What is content pruning and why do it?
It means reviewing pages that get no traffic and add no value, and deciding whether to improve them, merge them with others or remove them with the right redirect. A smaller, better inventory is easier to crawl and improves the perceived quality of the site.
Do you write in Spanish too?
Yes. We work in English and Spanish, and coordinate native writers for other languages. See also our international SEO service.
How do you measure whether content works?
Against the goal we assign it: an informational article is measured by visibility and how much it supports the rest of the cluster; a comparison or service page by the conversions it drives or assists. We report on it every month.
Related
Keep reading
A guide to E-E-A-T
A guide to E-E-A-T: what it is in Google's quality rater guidelines, why it is not a direct ranking factor and how to demonstrate experience and trust.
Generative Engine Optimization
Generative Engine Optimization: we help ChatGPT, Gemini, Perplexity and Google's AI Overviews find, understand and cite your website as a source.
Link building & digital PR
White-hat link building and digital PR: linkable assets, stories from your own data, expert commentary, link profile audits and disavow only when justified.
Is your content working for your business?
We audit your current content, identify what to improve, merge or remove and propose an editorial strategy.