Content worth finding, and worth reading once found.

A content marketing agency plans, creates and distributes content that attracts and builds trust with your audience. At Vertical that covers editorial strategy, topic and keyword research, long-form articles, guides, thought leadership, content for AI search, editing, publishing and distribution, plus reporting on what the content achieves. Because our content team works alongside our SEO, email and social specialists, every piece is planned to be found, shared and put to work across your marketing.

Content for AI search is content written and structured so AI assistants such as ChatGPT, Gemini and Google's AI results can understand it, trust it and cite it in their answers. That means clear headings, direct answers to real questions, well-sourced facts, consistent naming of your brand and products and genuine expertise. The same qualities help readers and traditional search engines, so we write for people first and add the structure that machines need.

They overlap heavily but are not the same. SEO covers everything that helps your site rank, including technical health, site structure and links, as well as content. Content marketing focuses on creating material your audience values, which supports SEO but also builds trust, feeds email and social and gives sales teams something useful to share. We run them together, so content is planned around search demand and SEO benefits from content worth linking to.

Thought leadership content shares a distinctive point of view from your founders or experts on the questions your industry is wrestling with. It might be an essay, an interview, a research piece or a strong opinion backed by experience. Done well, it builds credibility with customers, partners and journalists. We help your people find and sharpen their ideas, then write them up in their own voice, so they sound authoritative without sounding corporate.

Consistency matters more than volume. A steady rhythm of well-researched pieces will usually outperform a flood of thin articles, both with readers and with search engines. For many brands that means a few substantial pieces a month, plus updates to existing content that is already performing. We set a rhythm based on your goals, resources and competition, and we refresh older articles regularly, because improving a proven page often beats writing a new one.

Yes. We start by learning your voice from your existing materials, interviews with your team and any guidelines you have, then document it so every writer works to the same standard. Drafts are edited for voice as well as accuracy before they reach you. Over time the voice becomes consistent across articles, emails and social posts, which makes your brand more recognisable and your content more trusted.

We track organic traffic, rankings, AI citations, engagement and, most importantly, the leads, sign-ups and sales content influences. Content often plays a part early in a customer's journey, so we look at assisted conversions as well as direct ones. We report on individual pieces and on the programme as a whole, so you can see which topics and formats are earning their place and where to invest next.

Content is a long-term investment. New articles typically take a few months to reach their full ranking potential, and a content library builds value as it grows and earns links. Some effects arrive sooner, such as content shared through email and social, or updates to existing pages that already rank. We agree early indicators to track alongside longer-term goals, so you can see progress in the first months.

We use AI agents for research, topic and gap analysis, outlines, first drafts and checking content against search and AI visibility data. That lets our team spend more time on ideas, interviews and editing. Every piece is shaped and approved by our editors before it is published, so AI speeds up the work while experienced people make sure content is accurate, original, genuinely useful and true to your brand.