Content Systems work
Every engagement where content systems was part of the build, across all thirty industries we publish in.
Industry
Proof type
23 entries
A content calendar built backwards from filing deadlines, with a hard freeze from January to April
A tax practice can't produce content in busy season, and every generic calendar quietly assumes it can. This one is built the other way round: January–April is a freeze window filled *in advance*, and the production weeks are the ones when partners are actually reachable.
ContentContent SystemsEmail MarketingProject ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Automotive Sales & ServiceEvery vehicle page built from one feed — including on the day the vehicle sells
A dealership's inventory turns over continuously; its website usually runs on a different clock. Paid ads point at individual cars. This is the page-generation system built from the feed itself, where the hardest, most carefully designed page is the one for a vehicle that has just sold.
Web DevelopmentTechnical SEOLanding PagesProject ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.B2B & Professional ServicesAn expert answer library: articles built so a machine can attribute the answer to a named person
Most professional-services content is written to show a firm is knowledgeable. This library is written so a search engine *and* an answer engine can retrieve a specific answer and attribute it to a specific named practitioner.
ContentAEO GEOPersonal BrandProject ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.B2B & TechnologyThe copy and pacing standard that lets someone else send outbound in your name
Outbound breaks in two places — the copy stops sounding like a person, and the sending account gets restricted. This is the written standard governing both, short enough to be obeyed by an operator under time pressure.
OutboundContent SystemsPositioningProject ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Construction & ContractingA 21-column content calendar built so a contractor's crew can actually run it
Most content calendars for trade businesses fail because they're written for marketers. This one is built around what a contractor's day actually produces: a job-site photo, a question a customer asked, a seasonal pressure everyone in the region already understands.
ContentOrganic SocialContent SystemsProject ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Ecommerce & RetailCampaigns and automations are two different systems — and only one of them runs while you sleep
Most stores run email as a calendar — someone decides Monday what goes Thursday — while the automations were switched on at launch and never opened again. This is the architecture that separates the two, gives every flow its own trigger, exclusion set and reporting row, and makes the capture points part of the product page.
Email MarketingCRMContent SystemsProject ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Financial ServicesA referral register that records who made the introduction — not just that a referral happened
Advisory firms know referrals are their main growth channel and almost none can say which relationships produce them. This is the register and CRM field schema we build: one record per introduction, naming the introducer, the occasion, the date, and what the prospect was told before they arrived.
CRMLead RoutingReportingProject ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Fitness & Sports FacilitiesA first-visit content system for people who are afraid of looking foolish
The hardest step in an independent gym's funnel isn't the payment — it's the door. This is the fixed content set that answers what the first forty-five minutes will actually be like, produced in a format the coaching staff will keep making after the agency leaves.
ContentContent SystemsVideo MotionProject ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Food, Beverage & Specialty CPGA buyer pack built around case packs, lead times and shelf life — not brand story
A food & beverage buyer's first questions are entirely operational, and most brand packs answer none of them until page eleven. This asset set is built the other way round: one product record, a line sheet that opens with the specification, and a sample-request route that still works when the pack is forwarded to someone who wasn't on the call.
Content SystemsDesignPositioningProject ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Home ServicesA review-response procedure a crew can run at nine at night without calling the agency
Reviews arrive at weekends and after hours, and the person best placed to answer is almost never a marketer. This is the written procedure that decides who responds, in what shape, how fast, and the narrow test that must be met before a review is contested at all.
Google Business ProfileOrganic SocialContent SystemsProject ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Hotels, Resorts & TravelA parity audit that checks the same room the way a guest checks it, in the same order
A guest comparing a room opens four tabs in a predictable order and reads price, photos, cancellation terms and inclusions as one offer. Most parity checking happens in a spreadsheet built from extranet exports, which can't see any of that. This audit reproduces the guest's path instead.
Content SystemsReportingCROProject ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Insurance Agencies & BrokersAn x-date register that gives every commercial prospect a date to be contacted on
A commercial insurance prospect isn't in the market until shortly before renewal — and then they are, briefly. This is the register and timing standard we build: one renewal date per prospect, contact windows derived from it, and follow-up that fires on the calendar rather than on a producer's memory.
CRMOutboundEmail MarketingProject ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Manufacturing & IndustrialA specification-led content architecture for an industrial catalogue
An industrial catalogue is usually organised the way the *company* is organised. Buyers search by application, by specification, and by the part they're replacing — and those two structures share almost no words. This is the architecture that reconciles them.
Technical SEOContentContent SystemsProject ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Nonprofits & AssociationsA message calendar built from the supporter's inbox, not the team's campaign list
Every team in a nonprofit plans its own sends and nobody plans the year the way a supporter experiences it. This calendar holds one row per message a single subscriber receives, in the order they receive it — so the weeks when four teams all send on a Tuesday are visible in October, not discovered in December.
Email MarketingContent SystemsContentProject ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Recruiting & StaffingA qualification standard that turns "they're hiring" into something dated, sourced and checkable
Every company is hiring. That sentence is true, useless, and the reason most recruiting outbound lists are indistinguishable from a company directory. This standard defines what has to be on a row before it counts as a lead.
OutboundPositioningContent SystemsProject ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Restaurants & HospitalityOne menu record, five surfaces, and a rule for what happens when the kitchen changes an item
A restaurant's menu now lives on the website, in first-party ordering, on two or three marketplace apps and on the Google Business Profile — each truncating, sorting and displaying it differently. This is the content system that keeps one item the same item everywhere, including on the Tuesday the kitchen changes it.
Content SystemsGoogle Business ProfileLocal SEOProject ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Small BusinessesA positioning document that ends in copy blocks, because a strategy an owner can't paste is a strategy that dies
Most positioning work ends as a slide and leaves the owner to translate it into a profile description, a headline and something to say on the phone. That translation is where it dies. This document ends where the translation would have started.
PositioningContentContent SystemsProject ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Startups & ScaleupsA list standard written so a 500-row education list can still be re-segmented a year later
Most outreach lists are built for one send and are unusable afterwards, because the personalisation was written *over* the source data rather than beside it. This standard specifies the columns, fit rules and checks that must pass before a row enters a campaign.
OutboundContent SystemsEmail MarketingCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Accounting & TaxHigh-growth accounting firms spend double on marketing — and put the difference into hiring
In the published budget benchmark, high-growth firms spend 2.1% of revenue on marketing against 1.0% for everyone else, run one marketing person for every 49 staff against one for every 57, pay 27% lower marketing salaries, and spend 66% more on recruiting and employer brand. The model reads that as a capacity strategy rather than a marketing one.
PositioningContentContent SystemsCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Logistics, Freight & TransportThe shortlist forms before the RFP, and the page that gets you onto it is already three years old
Ninety-five percent of B2B purchases come from the shortlist the buyer had on day one, and the first vendor contacted wins roughly eight of ten deals. Meanwhile 72.9% of pages ranking in Google's top ten are more than three years old. This model funds two clocks at once and is explicit that neither figure was measured on a freight buyer.
ContentTechnical SEOAEO GEOCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Manufacturing & IndustrialMost of the purchase is over before a vendor is contacted — and one front-runner is usually already chosen
The published industrial buying research says the buying team is three people, more than 55% of the process is complete before any vendor is contacted, and the final shortlist narrows to two. This model spends against the part of the process that happens before the enquiry form, because that is where the shortlist is decided.
ContentTechnical SEOAEO GEOCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Restaurants & HospitalityNearly three-quarters of restaurant traffic never comes through the door
Off-premises is now the majority of the category and it is still being marketed as an add-on to the dining room. This model plans for the car park, the phone and the pickup shelf: where the demand is captured, which surface takes the order, and what the published search benchmarks say that costs.
Local SEOGoogle Business ProfilePaid SearchCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Restaurants & HospitalityThe only causal study of restaurant reviews found no effect for chains
A one-star increase in a Yelp rating raises revenue 5 to 9% for independent restaurants and has no statistically significant effect for chains. That asymmetry, not the headline percentage, is the finding worth building on — and it is the reason a review programme is worth far more to a single-site operator than to the group down the road.
Google Business ProfileLocal SEOContent Systems