Content
Content with a job,not a publish date.
Briefs that name the query or the sales objection. Production against that brief. A refresh when the page decays.
14
Pages in one B2B cluster
11
SQLs from that cluster in a quarter
The short answer
What content work is here.
Content marketing at Quorum is the production arm of search and sales, not a separate editorial brand. A page ships because a buyer asks the question or a sales call keeps hitting the same objection. On one B2B engagement, a cluster of 14 pages produced 11 sales-qualified leads in the quarter after those pages started ranking on page two or better. That is one program. It is not a rate you can multiply by word count.
Figures are medians or ranges from Quorum engagements. They describe what we have seen on work we ran. They are not a promise of the same result.
Who it is for
Who it fits.
B2B teams with a long sales cycle and a library of calls. Specialty ecommerce brands that need collection and buying guides, not more influencer posts. Practices that need procedure pages written carefully.
A poor fit is a request for 12 blog posts a month with no query map and no one to review claims. Volume without a job is how sites get a content graveyard.
If the site architecture cannot hold the pages, we pause production and fix the templates with the web team first.
Subject-matter review is part of the schedule, not a surprise at the end. Medical, financial, and legal claims move slower because someone who can be wrong in public has to read them. We would rather publish fewer pages than ship a draft that sales will not stand behind.
Distribution is decided per page. A page meant for a sales call gets a one-paragraph note the rep can paste. A page meant to rank gets internal links from the URLs that already have authority. Doing both jobs with one vague CTA is how neither happens.
We keep a kill list in the same doc as the roadmap. Topics that missed their impression checkpoint do not get a sequel. Sequels are how a weak cluster becomes a content section nobody links to. The editor's job includes saying no to the founder's next idea when it duplicates a URL that already exists.
What's included
The work.
Briefs
Query or objection, audience, sources, outline, and the conversion the page is allowed to ask for. Sales reviews the brief on B2B work.
Production
Draft, edit, and the on-page elements: title, headings, internal links, and schema only where it matches visible content.
Distribution
The page has to be findable from the site and, when it is worth it, from a sales sequence or a small paid test. We do not spray it across five social networks by default.
Refresh
A quarterly decay pass. Pages that slipped get an edit. Pages that never earned impressions get consolidated or removed.
How it runs
Map, brief, publish, prune.
01
Map
Cluster the topics you should own. Mark what already exists and what competes with itself.
02
Brief
Write the brief before the draft. Claims that need a source are marked. Claims you cannot support are cut.
03
Publish
Ship on the right template, with internal links from the pages that already have authority.
04
Prune
Merge overlaps. Redirect the losers. A smaller library that ranks beats a large one that does not.
Deliverables
Deliverables.
- A cluster map with target URLs.
- Briefs and finished pages, or briefs only if your writers produce.
- On-page specs and internal link targets.
- A refresh log each quarter.
- Sales enablement notes when a page is meant for a call, not only for Google.
Timing
Timing.
Month 1
Map and the first briefs. We usually kill more ideas than we keep.
Months 2 to 4
Production cadence, typically a few strong pages a month rather than a daily blog.
Month 6
First prune. By then you can see which clusters earned impressions and which were a theory.
Engagement
How content is priced.
Ranges are typical for a senior team on a defined scope. Tool licenses are yours. A written scope sets the fee before work starts.
Strategy · $4,000 to $8,000
Cluster map and the first six briefs. A good standalone if you have writers and no plan.
Production retainer · $6,000 to $16,000 a month
Depends on page count, research depth, and whether subject-matter review is heavy. Medical and financial topics cost more because the edit is slower.
Questions
Content questions.
Do you write thought leadership?
Only when a practitioner will put their name on a specific argument and review it. Anonymous 'insights' posts are not a product we sell.
Is AI writing part of this?
Draft support can be. The brief, the sources, and the final edit are human. We do not publish unedited model text, and we do not invent expert quotes.
How many posts a month?
As many as the map justifies. A standing quota is how quality dies. The proposal states a range, and we would rather ship three pages that can rank than eight that cannot.
Can this include video or design?
When the page needs a diagram or a short demo, we scope it. A full creative studio is not hiding inside the content retainer.
How does this differ from SEO?
SEO owns the technical system and the overall roadmap. Content owns production against that roadmap. Most clients who need both buy them together so the briefs do not drift from the query map.
Get a content map.
One conversation. A diagnostic. A plan you can kill if it is not the work.