Content work
Every engagement where content was part of the build, across all thirty industries we publish in.
Industry
Proof type
39 entries
100% of the budget on one channel: building a law-firm practice leader's personal brand where his buyers already are
A practice leader at a major US firm had an institution marketing *the firm* and nothing at all carrying *his* name. The engagement puts the entire monthly fee into a single channel — profile and account management, outreach, content, search- and answer-engine articles, and digital PR — all on LinkedIn, all under his byline.
Single flat monthly feeEngagement structurePersonal BrandOrganic SocialContentVerified ResultReal client work. Every figure is measured in a named system and carries the window it was measured over.Construction & ContractingTwo locations, two Google profiles, one lead-scoring model that tells the crew which job to call first
A regional roofing and building-services contractor was running paid search and Meta against a website that published the wrong office address sitewide, with leads landing unranked in a construction CRM. We rebuilt the site, separated the two locations in local search, and built a scoring model that sorts every inbound job into *urgent / when-you-can / another-day* before anyone picks up the phone.
4.8Google rating, primary profileWeb DevelopmentLocal SEOGoogle Business ProfileVerified ResultReal client work. Every figure is measured in a named system and carries the window it was measured over.Education & EdTechA webinar built for a school-district buying committee that never meets in one room
A K–12 English-language-learner curriculum publisher sells into a decision no single person makes. We ran a free live session built around a WHO / WHAT / HOW / WHEN planning system, promoted through segmented outbound, and designed so the coordinator who attends can carry it to the people who actually sign.
WebinarsEmail MarketingOutboundVerified ResultReal client work. Every figure is measured in a named system and carries the window it was measured over.Home ServicesA 4.8 on Google and a 4.3 on Facebook: rebuilding the reputation layer a trade business is actually judged on
A regional exterior-building-services contractor carried a strong Google rating and a materially weaker Facebook one — on the platform its paid social pointed at. We built the review-and-response layer under both, set a narrow rule for when a review is disputed, and put a daily operating cadence behind the proof assets that make a review request reasonable to send.
4.8Google rating, primary profileGoogle Business ProfileLocal SEOOrganic SocialVerified ResultReal client work. Every figure is measured in a named system and carries the window it was measured over.Law FirmsRebuilding a multi-practice firm's website, intake routing and authority programme in one connected system
A corporate and regulatory firm was carrying a WordPress site nobody could safely edit, attorney pages filed under the wrong practice areas, and enquiry forms landing in an inbox rather than a CRM. We rebuilt the site, wired every form to tagged CRM records, and put a 90-day authority programme and a live webinar series on top of it.
Web DevelopmentTechnical SEOContentVerified ResultReal client work. Every figure is measured in a named system and carries the window it was measured over.Law FirmsA recurring webinar engine that fills attorney seats from three segmented lists instead of one
An attorney-education programme was running weekly-to-biweekly live sessions and promoting each one to a single undifferentiated list. We split the audience into three segments with genuinely different reasons to attend, and rebuilt the invitation sequence around a two-email structure that tests interest before it asks for a registration.
WebinarsEmail MarketingOutboundVerified ResultReal client work. Every figure is measured in a named system and carries the window it was measured over.Senior Living & Elder CareFilling free webinar seats for two audiences at once: families facing care costs, and the attorneys who advise them
An elder-law practice and its attorney-education arm were running free live sessions for two audiences that share almost nothing except the subject. We built one operating pattern that serves both — landing pages written for an older consumer audience, and segmented email campaigns for three distinct attorney segments.
WebinarsEmail MarketingLanding PagesVerified ResultReal client work. Every figure is measured in a named system and carries the window it was measured over.Startups & ScaleupsA free live webinar and a written list standard for a curriculum publisher selling into school districts
A K–12 English-language-learner curriculum publisher needed to reach curriculum leaders, ESL/multilingual coordinators, Title I staff and principals across the US and Canada. The campaign led with a free live session built around a WHO / WHAT / HOW / WHEN planning system, and the outreach list was specified in writing before a single invitation went out.
500+Rows per outreach listWebinarsOutboundEmail MarketingProject ShowcaseReal client work that shipped. No performance figures are published, because none have been verified and approved for release.Accounting & TaxA 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.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.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.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.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.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.Veterinary & Pet ServicesPublishing price ranges for a veterinary practice without publishing a price list
Cost is the first question on almost every call to a veterinary practice and the one question the website answers nowhere. This build puts ranges and the variables behind them on the site, using the estimate template the practice already produces — without turning the page into a menu.
ContentLanding PagesWeb DevelopmentCapability 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.Accounting & TaxThere's no published cost-to-win or client value for an accounting firm — so the model builds the firm's own four numbers
There is no credible published cost per lead, cost of acquisition or client lifetime value for a public accounting firm. The nearest figures come from adjacent categories and have to be labelled as proxies. This model builds the firm's own four numbers instead of borrowing someone else's.
CRMLead RoutingReportingCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.B2B & Professional ServicesMedian firm growth is the lowest since 2018 — the firms growing 4× faster put their experts in front of the market on purpose
The published high-growth study puts median professional-services growth at 9.9%, the lowest reading since 2018, and finds that high-growth firms grow roughly four times faster, hold 39.5% profitability, spend 12.0% of revenue on marketing, and are 2.5 times more likely to activate their subject-matter experts. This model builds the engagement around that last variable.
Personal BrandContentAEO GEOCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Construction & ContractingGeneral contracting has one of the lowest conversion rates in home services — here's where the model puts the money
General contracting converts paid search clicks at 2.61% against a home-services average of 7.33%, which pushes cost per lead to $165.67. The model treats that as a qualification problem rather than a media problem.
Paid SearchLocal SEOContentCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Dental & OrthodonticsDentists estimate their case acceptance at ~90%; measured across 10,000+ practices it's ~60%
The largest growth lever in a dental practice is not a new patient. It is the treatment already diagnosed, already presented, and not accepted. This model puts the marketing budget behind the step where the measured number and the believed number are thirty points apart.
CROBooking IntakeCRMCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Education & EdTechOne report says 60% of registrants attend, another says 33% — both are right, and the difference decides what you build
The two most-cited webinar benchmarks disagree by nearly a factor of two because one counts live attendance only and the other counts live plus on-demand. Reconciling them is not pedantry: it decides whether a programme is built around an event or around a library. The model builds for both and reports them separately.
WebinarsEmail MarketingLanding PagesCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Energy, Solar & RenewablesIn residential solar the benchmark you want doesn't exist — so the model builds your baseline first
This is the thinnest published vertical we work in. There is no solar cost per click, no cost per lead, no lead-to-sale rate, no website conversion rate and no speed-to-lead study. What does exist is strong market data: record enquiry volume, a battery attachment rate that varies by more than thirty points between states, and a subsidy that ended. The model is built to survive that combination.
ReportingCROLanding PagesCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Financial ServicesThe largest line in an advisor's cost to acquire a client isn't money — it's the advisor's own time
Published research across roughly a thousand advisors puts the all-in cost of acquiring one client at $3,800, of which $519 is hard dollars and $2,600 is the advisor's own time valued at what that time is worth. Every marketing decision made on the invoice alone is being made on a sixth of the cost.
PositioningContentEmail MarketingCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Fitness & Sports FacilitiesOne member in three leaves every year and the market is growing anyway — that's the trap
81 million Americans held a gym membership in 2025 and annual member retention is 66.4%. A facility can post growth while replacing a third of the people in the building. The model spends on the first ninety days of membership before it spends on the next lead.
CRMReportingEmail MarketingCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Franchise & Multi-Location97.9% of franchise locations have claimed their profile; only 35.9% appear in the Google 3-pack
The first-generation listings problem is solved and the industry is still selling the solution to it. The gap between claiming a profile and ranking in the pack is the entire opportunity, and none of the work inside it is claiming work.
Local SEOGoogle Business ProfileReportingCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Healthcare & Medical62% of patients have avoided a provider over a review — and replying to one is a compliance decision
Reputation is the cheapest media a practice owns and the only channel where the reply itself is regulated. This model treats review operations as a media-efficiency programme with a compliance constraint written into the first line of every template.
Google Business ProfileLocal SEOReportingCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Hotels, Resorts & TravelTravel has one of the highest paid-search click-through rates and no standard direct-booking benchmark
Travel attracts attention more cheaply than almost any category in the published search benchmark set and converts it at a middling rate. Meanwhile the single number that would settle the direct-versus-intermediated argument — what a brand's own booking engine actually converts at — is not published anywhere. This model instruments that gap first and buys media second.
Paid SearchLanding PagesCROCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Insurance Agencies & BrokersCommercial insurance is the one category where organic and paid cost the same — which changes what there is to optimise
Published acquisition costs for commercial insurance come in at $590 organic and $600 paid, blending to $593 — the narrowest organic-versus-paid gap of any industry in the set. When the channel choice is worth ten dollars, the model stops arguing about channels and goes after the conversion step, where finance and insurance ranks last of twenty-three industries.
Paid SearchTechnical SEOContentCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Local BusinessesThree published thresholds decide whether a local business is considered at all
Rating, review count and review recency are separate gates, and a local business has to clear all three before its marketing gets a hearing. The model treats review velocity as a channel with a budget rather than as a byproduct of good service.
Local SEOGoogle Business ProfileReportingCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Logistics, Freight & TransportWhat a freight lead costs — and the four benchmarks that don't exist to check it against
The published record for transportation and logistics contains a cost per lead, a customer acquisition cost and a ratio. It contains no cold email benchmark, no LinkedIn benchmark, no webinar benchmark, no sales-cycle figure and no search category. This model is built on what exists and is explicit about what does not.
Technical SEOContentCRMCapability 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.Med Spa, Aesthetics & WellnessInjectables are the #1 and #2 minimally invasive treatments — which makes retreatment interval the business
Neuromodulator injections account for half of minimally invasive treatment volume and hyaluronic acid fillers for another thirty per cent. Treatments with a natural retreatment cadence make a med spa a recurring-revenue business that mostly does not report itself as one. The model builds around the interval.
Email MarketingCRMReportingCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Nonprofits & AssociationsRevenue up 5.0%, donors down for the fifth straight year — the model spends on the second gift
Sector giving grew 5.0% in the published data, the strongest revenue growth in five years, while donor counts fell 3.6% for the fifth consecutive annual decline. Fewer people are giving more. The model treats that as a retention problem and puts the budget on the second gift rather than the first.
Email MarketingCRMReportingCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Nonprofits & AssociationsDisplay costs $86 to acquire an email address and returns $1.11 — the published ad table is a ranking, not a menu
Nonprofit digital advertising has published costs and returns per channel that differ by more than an order of magnitude: $2.81 per email address acquired overall against $86 on display, and $2.48 back per dollar on search against $0.17 on Google Grants. The model reads that table as an order of operations.
Paid SearchPaid SocialEmail MarketingCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Real Estate43% of buyers found their agent by referral — so the model treats the past-client list as the primary channel
Half of buyers find the house online and not quite half find the agent through somebody they know. Most real-estate budgets are aimed at the first number and judged against the second. The model funds the referral motion as a channel with a cadence and a report.
CRMEmail MarketingContentCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Startups & ScaleupsThe webinar is the worst top-of-funnel in the matrix and the best middle — the model uses it accordingly
Sixty percent of registrants attend and the average attendee engages for 51 minutes against a 49-minute runtime. In the published channel-by-stage matrix the webinar has the weakest visitor-to-lead rate of five channels and the strongest lead-to-MQL rate. This model treats it as a qualification instrument rather than as a traffic source.
WebinarsOutboundEmail MarketingCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Veterinary & Pet ServicesThe interval between visits stretched by nearly half — that's the number the model works on
A practice's lapsed client list is larger than anything a campaign will produce this quarter and costs nothing per name. This model works the interval rather than the top of the funnel, and rebuilds the reminder cadence around what clients now actually do.
Email MarketingCRMReporting