Situations where more texts will not move anything, because the problem lies in the choice of topics and channels. Every month without this diagnosis is another bill for texts nobody searches for.
The texts keep coming, but the topics are random. None is covered fully enough for a search engine to treat your domain as a source in the field.
The blog writes about one thing, social media about another and the sales materials about a third. The budget spreads over separate threads, and none of them adds up to one message.
Content reported as a number of publications loses every budget discussion. The conversation only changes when visits and enquiries stand next to the texts.
The same two companies from your industry keep coming back in search engine and AI answers. What decides it is how fully they covered the topic and how they built their texts, and that gap can be closed.
Every format takes its topic from the same list, so a blog post, a category description and a social post say one thing. We pick the format last, after the topic and the intent, not the other way round.
Answers to the questions your customers type into a search engine before they even start comparing offers.
Descriptions written for purchase intent and for the doubts a customer still has just before adding a product to the basket.
Sections on scope, process and price. Without them a visit from search has nowhere to turn into an enquiry.
Texts written entirely by a copywriter, based on a conversation with an expert from your company or on project data.
Questions and answers arranged so that search engines and AI models can take a quote from them, and the customer an answer.
Messages to your list that keep in touch with someone who takes months to decide, and win back dormant addresses.
Posts, carousels and short video scripts built on topics that already work on the blog. The same message, a different form.
Arguments, comparisons and answers to objections that your salesperson sends the customer right after a call.
For a company selling to other businesses we write something different than for a shop selling to consumers. The difference comes from the length of the buying journey and the number of people involved in the decision.
| Audience | How the decision looks | Content we start with | Where we publish |
|---|---|---|---|
| B2B | Several people on the client's side, a buying journey counted in weeks or months | Expert articles, case studies, solution comparisons, materials for the sales team | Blog, offer pages, newsletter, LinkedIn |
| B2C | One person, a decision often made within one visit, price and reviews weigh heavily | Buying guides, product comparisons, short social media formats | Blog, social media, email marketing, influencer marketing |
| E-commerce | The customer compares products and returns to the basket after several visits | Product and category descriptions, buying guides, product FAQs | Product pages, categories, shop blog, newsletter |
| Services | The customer looks for a provider they can trust and compares several offers before enquiring | Service page content, answers to questions about price and process, project write-ups | Offer pages, blog, Google Maps business profile |
We go through your site and the channels you are already in, then tell you which format and which audience to start with. The call is free, and the list of topics to check stays with you.
The analysis and the strategy itself can be ordered separately, with production run in-house. The timings apply to a medium-sized site and grow with the number of pages and channels.
a few days
We ask about goals, audiences, the offer and the channels that already work for you. We collect access to analytics and Search Console so that from then on we work from data, not impressions.
1-2 weeks
We check which topics your competitors cover and your site does not, and which of them have real search volume. This stage can be bought separately, as a topical consistency analysis.
1 week
We arrange topics into clusters: the main topic, related questions, supporting texts. This shows which pages are needed and how they should link to one another.
1 week
Every topic gets an intent: informational, comparative or transactional. It decides the form of the text and where it is published, from a blog post to a section on an offer page.
3-4 weeks
A document with the content development plan, the allocation of topics to channels, a link plan and an implementation schedule matched to how competitive your industry is.
1-2 weeks
We implement the structure on the site and connect new texts to offer pages with internal links. Without this, traffic from content has nowhere to go.
monthly rhythm
Texts in the agreed formats, edited to your brand's voice and published according to the plan.
every quarter
What brought visits, what brought contact, where competitors moved into our topic. The next quarter's plan is built on those three answers.
We go through goals, audiences and channels, which is exactly where a brief begins. Afterwards you know whether a topic analysis is enough or whether you need a full content strategy.
Content is the easiest service to tick off: texts get written, invoices go out, and nobody asks whether anyone read them. That is why we point you to three platforms where clients write about working with us.
weighted average of 224 reviews across three platforms. Clients gave them, and each site links to the profile with the full text of every review.
Read the reviewsSee first how we work for other companies, or go straight to your channels: blog, newsletter, social media, sales materials.
A content plan is the document you spend your budget by for a year. This is what JustIdea can back it with besides its own opinion.
A status awarded for client results, not for passed tests. For a content plan it gives access to data on real query volume in your industry, so the topic list is built on what people really search for.
The Bing index feeds Copilot's answers and, through licensing, some answers of other AI tools too. That is why we check topic coverage outside Google as well, not only in it.
Working in a sales system closes the measurement loop: you see not only how many people came from content, but how many of them got in touch and how many of those ended in an order. The effect of content then shows in enquiries, not in the number of publications.
Three levels of involvement. You can stop at either of the first two, because they are one-off. The third is ongoing work, billed by volume.
A content audit of your domain: a list of the topics your site already covers and those it is missing. The cheapest way to check whether there is still room in your industry before you order anything bigger.
A document from the brief to an implementation schedule for 3, 6 or 12 months. It includes a link plan for priority topics; the link acquisition itself we run within SEO. The price depends on the size of the domain and how competitive your industry is.
Regular production across all channels in the agreed plan, billed by volume and by the level of editorial work. Content co-created with our editors and material written entirely by a copywriter have their own rates, which we quote for your plan. The blog alone has a separate page and separate pricing.
The call is led by a new business specialist. When we get into the details of an account, the specialist for that channel joins in. We reply within one business day.
Before the meeting we review your website, your visibility and what your campaigns show from the outside. We will not open with “so, what does your company do?”.
The reply comes from the same new business specialist who will run the call. No qualification form and no call from an unknown number.
We go through your numbers and your questions. If it turns out we are not the right fit, we will tell you straight away.
