For brands tired of publishing on schedule and reporting on hope. We pick the topics buyers actually search, produce them properly, connect them to the pages that sell, and report what the content contributed — so it sits beside your ads and your offers as a channel, not as a chore.
Most content programmes are strong on production and thin everywhere else, which is why volume rises while results stay flat. We work the four layers in order and nothing ships without the last two attached.
Layer 01
Choose topics on evidence, not enthusiasm
The plan starts with demand, not a brainstorm. We map what your buyers search at each stage, where your own pages compete with each other, and the questions your front desk answers every day. That becomes a ranked list of topics with the commercial value behind each one.
Keyword and question mapping across the buying journey
Competitor gaps and internal cannibalisation flagged
Topics ranked by revenue potential, not search volume alone
Clusters planned so pages support each other
Layer 02
Written by people who understand the category
Every piece is briefed against the real buyer question, written to the job rather than to a word count, and fact-checked. Where the topic needs expertise we don't have, we interview yours. Thirty minutes with a practitioner beats a week of desk research and it is the part competitors cannot copy.
A brief per piece covering intent, angle and internal links
Editorial review pass before anything ships
Expert interviews where the topic demands it
Claims checked, sources linked
Layer 03
Distribution built in, not bolted on
A published piece is the start of the work. Each anchor becomes a carousel, a short-form script, an email and a sales asset, scheduled the same week it goes live. Content that nobody sees is a cost centre wearing a marketing badge.
One anchor cut into a full social waterfall
Email and newsletter placement mapped in advance
Sales enablement versions for the enquiry follow-up
Refresh cycle for pieces already earning attention
Layer 04
Reported as a channel, not as a chore
You should be able to see what content contributed, the same way you see it for ads. We connect pieces to the pages that sell, track assisted enquiries and bookings, and report contribution against the target instead of impressions.
Content mapped to the conversion pages it feeds
Assisted enquiries and bookings tracked, not just sessions
Monthly contribution review against the revenue target
Kill list for topics that have had their run
We have run the business, not just the account
Plexo comes from inside operating companies. The calendar is built around what your team can actually hold in a busy week, not what looks impressive in a deck.
Content sits next to operations and revenue
A great post that lands in a broken follow-up flow still loses money. We fix the seam between content, the enquiry process and the offer ladder at the same time.
Half the volume, twice the intent
Publishing on schedule and reporting on hope is the default. We would rather ship fewer pieces with a distribution plan and a measurement plan attached to each one.
Real result
From $65k to $110k monthly revenue in six months, with content run as a revenue engine rather than a posting habit.
Same team, same market, no new location. We rebuilt the topic plan around demand, cut every anchor piece into a distribution waterfall, and tied each one to the pages and offers that actually convert.
Enough to hold the rhythm, not enough to drown the team. Most brands run one anchor piece a fortnight plus the social waterfall cut from it. We would rather publish half as often with distribution and measurement attached to every piece.
Do you use AI to write the content?
AI is used for research, outlining and repurposing. It is never the final author. Every piece is edited by a human who adds judgement, category knowledge and a point of view, because generic output no longer differentiates anything.
How long before content moves revenue?
Distribution and repurposing usually lift enquiries inside the first 60 days. Search-led pieces compound over three to six months. We report both separately so you can see which lever is doing the work.
Can you work with our in-house team?
Yes. In many cases we build the system, run it for a quarter, then hand over the briefs, templates and calendar so your team can hold it without us.
Start with the constraint, not the calendar.
The 90 minute business audit maps your content engine, your operations and your revenue model, then hands back a prioritised plan ranked by revenue impact.