Custom Content Generation
AI content generation built on your own knowledge. We use AI for drafting and structure, and a named editor answers for every word we publish.
Why we publish less
Publishing lots of average content used to work. It doesn't any more, and our own site shows the damage. We went through a period of heavy listicle publishing. Impressions spiked at an average position in the eighties, then traffic fell to a fifth of its peak. That's what happens when Google decides a site produces filler.
So we use AI content generation carefully, and in small amounts. Fewer pieces, from real expertise, answering questions that matter to buyers. Fifty AI-written articles a month will do your site more harm than good.
Where AI helps
Getting from a blank page to a draft. For most experts, that's the hardest part of writing. We turn their notes and an interview transcript into a structured draft.
Structure and consistency. Headings, internal links, and a steady tone across pages written months apart.
Turning one conversation into several pieces. One recorded interview with someone who knows the subject becomes an article, a set of FAQ answers and a section of a service page. That's the most valuable way we use it.
Translation and adaptation, reviewed by a native speaker. We use this for our Hungarian and German work.
Where it doesn't
Anything that needs judgement, a real opinion, or a claim someone has to stand behind. Case studies. Anything with a number in it. Anything where being slightly wrong matters, which includes most technical content and all regulated content.
Our test: could a reader tell that nobody who knew the subject was involved? If so, it doesn't go out.
How we work
We interview the person at your company who knows the subject best, record it and build from that. It takes an hour of their time per piece, and it's what makes the content sound like you.
Then we draft it, a named editor edits it, we check it against sources, and we structure it for search. You approve everything before it's published.
What to expect
Content takes two to four months to show in search. Some pieces never rank but still help in sales conversations. We'll tell you which is which when we plan them, and judge each one by its own goal.
How it works
- Built from what your team knows
- We work from your own material: past projects, documentation, and the answers your team gives customers every week. We use AI to draft and structure it, never as the source. Content made from nothing reads that way, and Google has become much better at spotting it.
- A person signs off every word
- A named editor is responsible for accuracy, tone and whether each claim can be backed up. AI gets you from a blank page to a draft faster, which really helps. Someone still has to answer for what goes out under your name.
- Written for questions people ask
- Topics come from your Search Console data, sales calls and support inbox, so each piece answers something a real person typed or asked. Publishing for volume now gets sites pushed down in search, and we've seen it happen to our own.
- Easy to quote
- Clear questions with direct answers, so Google can pull a snippet and AI assistants can cite it. Both need the same thing, which is mostly good structure. It also makes the content easier to read.
- Fewer pieces, worth reading
- We'd rather write eight pieces a quarter that are worth reading than forty that aren't. More pages used to mean more traffic. That stopped working, and publishing as if it still does now harms a site.
What's included
Included
- Topics from your Search Console data, sales calls and support inbox
- A recorded interview with your subject expert, used as the source
- A named editor responsible for every published word
- Structure that works for Google and for AI assistants
- Internal links to the pages that need them
- Publishing, and tracking against the goal we set for each piece
Not included
- High-volume publishing, which we think does more harm than good
- Content on subjects nobody at your company can speak to
- Stock image licences and custom illustration
- Translation without a review by a native speaker (we won't publish it)
What we build with
- Search Console
- Ahrefs
- OpenAI
- Anthropic
- Markdown
- Keystatic
Is this AI-written content?
How much will you publish a month?
Can you prove that?
How much of our time does it take?
What will you not use AI for?
How long before it shows in search?
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