Content marketing

Year-on-year growth in unique site traffic is nearly 8 times higher for content marketing leaders compared to followers.

Conversion rates are nearly 6 times higher for companies adopting content marketing than non-adopters.

Content marketing costs 62% less than traditional marketing & generates about 3 times as many leads.

61% of consumers say that they are more likely to buy from a company that provides custom content.

People buying your products and services aren’t just Googling anymore. They’re asking ChatGPT, Perplexity, Google AI Mode and Copilot for answers. Get more traffic, better conversion rates and more leads with content built to work for your customers, AI search agents and SEO:

Search behaviour has shifted from typing a keyword or phrase into Google to asking a full question and getting a much more comprehensive answer back, often with no click required. AI Overviews alone have cut average organic click-through on top-ranking pages by around 34.5% (Source: Ahrefs)

Ranking on page one still matters. But it’s no longer enough on its own. The real prize now is being one of the handful of sources Generative AI trusts enough to quote, cite or recommend when it answers your buyer’s question directly.

Generative Engine Optimisation (GEO) is no longer optional. GEO is now attracting roughly 12% of average digital marketing budgets, and it’s currently the top priority for around a third of digital marketing leaders.

If an AI assistant can’t find, trust and quote your content, you don’t exist in a growing share of the modern buyer journey.

Good content marketing has always started with the same question: What does your audience actually need, want, and struggle with? That hasn’t changed. What has changed is what happens to that content once it’s published.

AI answer engines don’t rank whole pages. They pull out specific passages, score them for clarity and trust, and quote the ones that answer a question most directly. That means content built purely to ‘read well’ top to bottom can be overlooked, whilst a single well-structured paragraph can get quoted instead.

We build content that does both jobs at once:

• Written for your audience(s) in their language, answering their concerns, and appealing to their buying triggers
• Structured so each key point stands out. A clear, self-contained answer that GenAI search can lift and cite with confidence, backed up with real data and specifics.

This is thinking underpins each piece of content we create.

We help you make your website: Easy to chunk • Easy to trust • Easy to cite 

SEO was about earning a spot among ten blue links. GEO is about earning a place among the two to seven sources an AI search agent actually cites inside the answer it gives. It’s a genuinely different game, and most businesses haven’t caught up yet.

Four elements are key to getting found by GenAI:

1. Ensuring that GenAI systems can see your site

Crawlers like GPTBot, PerplexityBot, ClaudeBot and Google-Extended need explicit access. A page they can’t fetch is a page that can never be cited, however good it is.

2. Structuring content to be cited, not just read

Question-style headings, answer-first paragraphs, and clean use of schema markup all help AI systems understand and trust what your page is really saying.

3. Keeping key content fresh.

Recency carries weight. Perplexity in particular tends to favour content that’s been published or updated within the last 12 months.

4. Building trust signals beyond your website.

Consistent mentions across media, industry sites and credible third parties all feed the ‘citation layer’ that AI systems use to decide who to trust.

These elements shape the content we create for you so that it performs well in traditional search and so that it is is found, trusted and quoted by the AI tools people buying your products and services are increasingly turning to first. 

We create content that is ‘Easy to chunk • Easy to trust • Easy to cite’

Here are some brief examples of what we’ve been able to achieve for some of our clients:

Professional services company
Our content marketing programme delivered measurable year-on-year improvement in qualified enquiries. The programme was built on the same principle we apply today: creating content that answers the questions buyers are asking and making it easy for search engines to find.

B2B service provider
Landing pages built for a specific campaign achieved page-one search rankings for target terms and held that position well beyond the campaign’s original run.

Engineering organisation
A free eBook, offered as a lead magnet, doubled email response rates against the original benchmark, with a click-through rate more than double the sector average.

High-end retailer
A carefully planned content programme maintained page-one rankings for key search terms over a sustained period, in a highly competitive retail category.

To find out how we can help you get results like these, in traditional search and AI search, please get in touch.

Content that never reaches the right audience doesn’t earns its keep. That’s as true now as it’s ever been, whether the audience is finding you through a search engine, a social feed, or an AI assistant pulling an answer together.

We take content distribution as seriously as we take content creation. That means:

• A distribution plan built alongside every content plan so you know exactly where each piece of content needs to land to reach real buyers
• Getting the right channel mix for your audience e.g. organic and paid social, email nurture sequences, and LinkedIn thought leadership for B2B and technical audiences in particular
• Digital PR and credible third-party placement. This is increasingly important not only for backlinks, but also for creating the genuine trust signals AI values when deciding what to cite
• A clear view of what’s working, tracked through to enquiries and leads, not just clicks and impressions.

We build each content distribution plan around your specific audience and objectives, drawing on the channel mix most likely to work for your business and informed by 30+ years of judgment about what actually works (we don’t take a ‘one-size-fits-all’ approach).

Click here to see marketing results we’ve achieved for some of our clients.

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