It’s hardly a separate service, it’s more like an approach we take when it comes to marketing. Content must create value, be relevant, honest and consistent throughout your site. We don’t like marketing that looks like marketing – we prefer dialogue that’s conversational and with generously shared expertise. This is one of the most challenging aspects of content marketing, and we do it very well. Sometimes I have an idea and will free write to see where it takes me. Most of the time, I’m facing a deadline and don’t have time to waste, or the project is too big, and unless I plan it carefully, I could easily lose control. I may or may not start with a title. But I usually plug in something, even if I know it’s likely to change.