Content insights
Strong content decisions start with evidence. We analyse search, audience, category and cultural evidence to help you make better content decisions.
Content
Insights
What we do
We uncover where demand exists, what is driving it and where your brand can play before any content decisions are made.
Demand mapping
Demand mapping sizes the opportunity across the category, separating branded from unbranded demand and showing where the biggest areas of interest and growth lie.
Search intent and need-space mapping
Search intent and need-space mapping reveal the questions, motivations and decisions behind what people search for, helping content respond to the real need behind the query.
Social listening, competitor analysis and AI visibility
We track the wider category conversation across competitor content, social channels and AI-generated answers to see what is gaining attention, who is being surfaced and where gaps remain.
Content audit services
Where content already exists, our content audit services establish what is performing and where your gaps are. The result is a clear view of what to keep, improve, consolidate or create next.
Our work process
Size the category
We establish the scale of the category and where branded and unbranded demand sits within it.
Map search intent
We map what people search for against the decisions they are trying to make.
Analyse the competition
We assess what competitors already cover, how well, and where the gaps are.
Define the content opportunity
We turn the evidence into a clear view of where your brand can add value.
Our work
Sydinvest
Launch of the new fund Megatrends
Knorr
Development of strategic food master designs and roll-out
Unoform
New Nordic campaign – Classic Colour Collection
Arla Pro
Collab campaign
LEGO Education
A revitalised brand experience, ready to spark playful learning for a new generation.
Stokke
Smarter workflow and asset production
Arla
Introduction of the new ØKO Yoghurt portfolio
MÆRSK
Sustainability report
What we do for content
Content strategy & planning
The roadmaps which define your entire approach to content creation across channels and markets.
Content production & copywriting
Editorial and multimedia content, written and produced to brief, on brand, at volume and across markets.
Technical & medical writing
Claims-literate, evidence-backed writing for regulated and technical categories, built to survive legal and compliance review.
Common questions
What are content insights?
Content insights are the evidence layer beneath a content programme: category demand, search intent, competitor coverage and social conversation, assembled to show where a brand can credibly compete.
How is this different from keyword research?
Keyword research lists search terms. We use keyword research as one of our base datasets and use it as a platform to undertake comprehensive category and market analysis.
Do we need this if we already have a content plan?
It depends on what the plan is built on. If it is already grounded in robust search, audience, category and competitor insight, you may not need a separate insights phase. If not, our content insights work can strengthen the plan by validating demand, identifying gaps and showing where the biggest opportunities lie.
What do we get at the end?
A comprehensive category opportunity map: where demand sits, where competitors are strong, and where the brand has a credible route in.