Every brief starts with 30 minutes of somebody's actual time
Here's the uncomfortable bit, up front: if the only input to your content is the ten pages already ranking, you will produce the eleventh version of those ten pages. Google has spent three years getting better at spotting exactly that, and the AI answer sitting above the results has made the eleventh version worthless anyway.
So we do the annoying thing. Before a brief exists, we record a 30-minute call with someone inside your business who knows something we don't. What comes out of it is the reason the piece exists — a number, an objection, a failure mode, a thing customers get wrong that nobody has bothered to write down.
Who we need depends on the piece. It's rarely marketing.
- Founder or head of sales for anything about pricing, objections, or why deals are lost. Fifteen minutes here beats a week of research.
- Support or customer success for how-to and troubleshooting content. They know the exact wording customers use, which is also the exact wording customers search.
- Delivery, engineering or clinical staff for anything technical. One specific caveat from someone who does the work is worth 400 words of hedging.
- Nobody at all for glossary entries and definitional pages — those genuinely can be desk-researched, and we don't waste your team's time pretending otherwise.
What eight pieces a month actually looks like
Volume without a shape is just spend. A month's output is a mix, weighted towards whatever stage of the funnel is currently starved.
| Format | Typical length | Who writes, who edits, who signs off |
|---|---|---|
| Cluster article answering one buyer question | 1,100–1,600 words | Writer works from the interview, editor checks every claim, your expert responds in a comment thread |
| Pillar page for a topic you want to own | 2,000–3,000 words | Strategist outlines, senior writer drafts, you review before anything links to it |
| Comparison or alternatives page | 900–1,400 words | Writer plus whoever on your side loses deals to that competitor |
| Definition or glossary entry | 500–800 words | Writer and editor. No expert time needed |
| Data piece or teardown built to attract links | 1,500+ words | Analyst pulls numbers, writer frames it, and we pitch it as digital PR |
| Refresh of a page that's slipping | Varies | Editor decides what to cut first. Usually more gets deleted than added |
Where we use AI, and where it's banned
Every agency in India now says "AI-assisted". Almost none of them will tell you where the line sits, so here's ours, in specifics.
Google's own position is that it doesn't care how content is produced, only whether it's useful and original. That's true, and it's also widely misread. Content that's useful because a human who does the work explained something clears the bar easily. Content spun from the same public sources everyone else used clears nothing, whichever tool produced it. See does AI content hurt SEO for the longer argument.
| Where AI is used | Where it is not |
|---|---|
| SERP analysis and clustering hundreds of queries into topics | Writing the first draft. A human writes from the interview transcript |
| Transcribing and summarising the expert interview | Generating quotes. If a quote is in your content, someone said it on a recording we still hold |
| Outlining and checking a brief for gaps | Producing statistics, study references or citations |
| Suggesting internal link targets across a large site | Deciding what's true. An editor verifies every factual claim against a source |
| Drafting meta titles and descriptions for human editing | Publishing anything without a named human editor reviewing it line by line |
What's included at each tier, and what isn't
Content sits inside our Organic Social & Content retainer, so the same fee also covers the social side if you want it. All prices ex-GST, month-to-month after the first quarter, 30 days' notice, and you keep every asset including the raw interview recordings.
| Retainer | Pieces a month | What else the tier includes |
|---|---|---|
| ₹30,000 / mo | 4 | Interview-led briefs, keyword mapping, publishing into your CMS, monthly reporting |
| ₹50,000 / mo | 6 | The above, plus a quarterly refresh pass on pages that are decaying |
| ₹70,000 / mo | 8 | The above, plus one data or teardown piece a month built specifically to earn links |
The briefs we turn down
Saying no is most of what makes this work, and it's the part clients find irritating in month one and defend in month eight.
- Volume briefs with no source. "Forty articles on generic industry topics" is a request to produce forty pages nobody will read. We'll counter with twelve that have something in them.
- Keywords with no business behind them. High volume, zero intent to buy, ranked by five publishers with twenty times your authority. We'll show you the maths and suggest something narrower and winnable.
- Pages your product can't back up. If the article promises something your onboarding doesn't do, the content converts and then churns. That's worse than not ranking.
- Anything requiring an invented statistic. If we can't source it to a real, nameable study, it doesn't go in. This costs us headlines and we're fine with that.
- Rewriting a competitor's post more thoroughly. That's the definition of the eleventh version. If the only differentiator is length, there's no differentiator.
How the 90-day guarantee applies to content
The company guarantee is a single frozen number: your trailing-90-day count of qualified leads from organic search, recorded on day one. If we haven't beaten it inside 90 days, we keep working free until we do. That applies whether you're on SEO, organic social and content, or both.
Content is where that promise is hardest, and pretending otherwise would be dishonest. A brand-new pillar page published in month one often peaks in month six or later — that's not underperformance, that's how the index works. Anyone telling you new content ranks in three weeks is describing a keyword nobody competes for.
So when the guarantee is on the clock, we sequence for it. Refreshes on pages already sitting in positions 5–15 come first, because those move fastest and often move within weeks. Cannibalising pages get merged. Pages that convert but don't rank get the internal links they should have had. Net-new pillar content still ships, but it's building the second and third quarter, not the first.
Alongside the leads number we freeze two content-specific baselines on day one: organic sessions to non-branded pages, and assisted conversions from organic content in your analytics. Those tell you whether the content is working well before the revenue does. What we won't do is promise a position for a keyword — the guarantee is always against your own starting numbers, never against Google's index.