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Content · 6 min read

Content that earns its place in a buying decision

Publishing volume stopped working years ago. Here is the editorial standard we apply instead.

By Lerato Dube · 30 June 2026

The cheapest content in the world is now free, instant and mediocre. Which means the only content worth producing is content that could not have been generated without your specific experience.

We apply three tests before commissioning any article. Does it contain a number, a process or an opinion that our client owns? Would a prospect forward it to a colleague? Could a competitor publish the identical piece without changing a word?

If the answer to the last question is yes, we do not write it. That single rule has cut our clients' publishing volume by roughly half and raised organic conversion in every engagement where we applied it.

Fewer, better, defensible. It is not a sophisticated strategy. It is just an unusually disciplined one.

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