How it works
The Content Growth Engine.
Five stages, run every month: Spec, Source, Build, Review and Ship. Every format goes through all of them, so the website, the ads, the emails and the content all come out of the same document.
The method
- 01Spec
One document, in your words, saying what actually makes you different.
- 02Source
What competitors claim, what people search for, and anything you have published before.
- 03Build
Every format written from that one document, never from a blank screen.
- 04Review
A person reads it. What does not pass gets fixed before it ships.
- 05Ship
Published to your site, your list and your social accounts together.
Each stage, in the order it happens
What actually happens at each one.
We write down what makes you different.
One document, at full length, in your words. Sourced from what customers actually say when they call, not invented in a workshop. It also carries the voice rules everything downstream has to obey, which is why nothing later sounds like it came from somewhere else. This is yours to keep whether or not we keep working together.
We check it against the real world.
Search demand, competitor claims, deep research and the questions people actually ask. Then two steps that usually get skipped: we corroborate claims across more than one source, and we check everything against anything you have published before, so we are not repeating anyone, including you.
Everything comes from that one document.
An ad, an email, a landing page, a social post and a sales conversation are five lengths of one thing. They get built from the spec rather than written fresh, which is why they all sound like the same business. Because they are literally derived from the same source.
A person reads it before it goes out.
Checked for originality, for whether it sounds like you, and for whether it is actually any good. Each piece is scored before publication and read end to end by a person. What does not hold up gets fixed before it goes anywhere.
It goes live everywhere at once.
Straight onto your website, your email list and your social accounts, all together. You approve, we handle the rest.
What is in scope
The whole program, built against the one document, and grouped by the stage each part belongs to. Content is where most of the work goes, because it is what earns the search and AI answers and what every other channel is built from.
A piece that didn't ship.
A real article, written for our own furniture brand. Here is the spec it was built from, what review found in it, and the reason it stopped there. Every format goes through these same stages. An article is just the one that shows the work most clearly.
- What the business is actually selling
- Quality furniture from trusted manufacturers, not cheap imports. Genuine leather and solid wood. Officially licensed team furniture. Specialist expertise in fan caves and game rooms.
- Voice rules, everything downstream obeys these
- Write like a knowledgeable friend giving advice. Treat quality as an investment that lasts, not as a premium price. Never assume an unlimited budget. Never be preachy about quality versus budget options, educate on value instead. Never use aggressive or exclusionary language.
Sixteen claims were pulled out of the finished draft and checked one at a time. Nine trace back to a named source you can open. Six are the writer’s own judgement, and they are labelled that way rather than dressed up as research. One was neither.
Checked against the published web. No matching passages found.
Nine of sixteen claims trace to a named source you can open. Six are our own judgement, and they are labelled as our own judgement.
Every section of the research brief covered, against twenty-seven gathered facts.
One claim could not be confirmed by any source we could find. The threshold is 70.
Flagged in review. Never published.
What working together looks like
It starts with a call: free, 30 minutes, and you leave with a one-page plan whether or not we work together. If we do, we write the spec first, then build against it month over month. You see and approve everything before it ships.