Articles and blogs
Regular articles turn your site from a name in a search result into the place people go for an answer, and the archive keeps working long after publication.
What publishing regularly actually buys you
A blog is not a traffic machine you switch on. What it does is give search engines, and increasingly AI answer engines, something specific to point at when someone asks a question your business can answer. With only a service page, you compete for one broad phrase against everyone else selling the same thing. With thirty articles that each answer a real question, you compete for hundreds of narrower ones. Those convert better, because the person asking has already worked out what they need.
The second effect is slower and harder to measure. People read before they contact anyone. An archive that shows how you think does a lot of the work a first sales call would otherwise have to do.
Choosing topics is most of the job
Most company blogs fail at the topic list rather than at the writing. They cover what is interesting internally (a new hire, an award, a reflection on where the industry is heading), and none of that is what anyone types into a search box.
We start from two sources. The first is search demand: what people actually look for, how often, and how entrenched the existing results are. The second is your sales and support conversations, which hold the questions people ask immediately before they buy. Where those two lists overlap is where the useful articles are.
Some topics are not worth writing at all. If the first page is dominated by publishers with far more authority and the subject does not lead anywhere near a sale, we will say so rather than produce something that settles at position forty and stays there.
What separates a useful article from filler
It answers the question early. Readers who have to scroll past three hundred words of throat-clearing leave, and that behaviour shows up in your analytics.
It explains instead of asserting. "Choose the solution that fits your needs" is filler. Naming the three real options and the tradeoff between them is the article.
It uses your specifics. Actual constraints, actual examples, actual numbers where you have them. This is the part nobody can invent for you, which is why we ask.
It links onward. An article that mentions a service should link to it. Otherwise the archive is a series of dead ends.
It admits its scope. Saying what a piece does not cover is a kindness to the reader and a fair signal of competence.
Format follows intent
Guides, rankings, comparisons, industry analyses, opinion pieces. The right shape depends on what the reader is trying to do. Someone weighing two products wants the differences laid out and a recommendation at the end. Someone stuck mid-process wants numbered steps and nothing else. Writing a comparison as a flowing essay wastes the visit.
Difficult and technical subjects are welcome, but they change how we work. Instead of writing from public sources, we book a short call with whoever in your company genuinely knows the material, draft from that, and send it back for review. It takes longer. The result is noticeably harder to fake.
Keeping the archive alive
Articles decay. Prices move, tools get renamed, a feature you described is withdrawn, and a post that ranked comfortably starts slipping because newer pieces cover the topic better.
Updating what you already have is often a better use of budget than adding more, and it is the step almost everyone skips. We track which pieces are losing position, then revise them with corrected details, new information and stronger internal links. Frequently that recovers more traffic than a new article would have produced, for less effort.
What we need from you to keep that running is small: access to someone who knows the subject, and a decision on tone. That is close to the entire list. Topic research, outlines, drafting, editing and on-page optimisation are ours, and nothing goes live without your review.
What you get
Topic plan built on real demand
A prioritised list of subjects drawn from search data and from the questions your sales and support teams already answer, rather than from what seems interesting internally.
Long-form articles
Guides, analyses, rankings and comparisons written to match what the reader is actually trying to do when they search.
Subject-matter input from your team
For technical or niche topics we interview whoever in your company knows the subject, so the article contains specifics rather than paraphrased general knowledge.
On-page optimisation
Headings, meta title and description, internal links and structure prepared with the article, not bolted on afterwards.
Internal linking into your offer
Every article points to the service or product page it relates to, which is what turns an archive into a path towards enquiry.
Refreshes of existing posts
Updates to older articles that are slipping in results, with corrected details, new information and better links.
How we work
- 01
Understand the offer and the reader
We go through what you sell, who buys it and what they need to believe before they do. Without that, articles end up generic.
- 02
Build and agree the topic list
We combine keyword research with your sales and support questions, then propose a prioritised list. You approve it before anything is written.
- 03
Outline before drafting
Each article gets a structure first: the question, the sections, the angle. It is far cheaper to fix a wrong direction at outline stage than after a full draft.
- 04
Write, edit, review
We draft, self-edit, then send it to you for factual review. Anything we could not verify is flagged rather than smoothed over.
- 05
Publish and revisit
After publication we watch positions and reader behaviour, and schedule updates for the pieces that are losing ground.
Tools and technology
Where a solid open-source tool exists, we choose it over a closed one. No lock-in to a single vendor, and costs you can actually predict.
- WordPress
- Ghost
- Astro
- Markdown
- LanguageTool
- Matomo
- Google Search Console
- Google Analytics 4
- Google Keyword Planner
- Ahrefs
- Sanity
- Google Docs
Frequently asked questions
More services in this category
Website and landing page content
Your website has a few seconds to explain what you do, who it is for and why it is worth someone's attention. We write the copy that makes those seconds count.
Product descriptions
A good product description does more than list parameters. It tells the customer what those parameters mean for them. That is what turns a browsing visitor into a buyer.
Guides and instructions
Instructions, FAQs and guides are the least glamorous content a company publishes and often the most useful. They decide whether someone succeeds with your product or writes to support.
Read testimonials from companies that trusted us
Delivered well ahead of the deadline.
ZanReal's individual approach is impressive.
Knowledge and business intuition make them a valuable partner.
Quick solutions that reduced costs by 99%.
Want a blog that keeps earning traffic after publication?
Message usStart with the questions your customers keep asking and where the articles should lead. We will come back with a proposed topic plan for the first batch.
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