Marketing spends millions producing material that keeps generating demand for years, then reports on it monthly as though it were an expense that vanished on publication. We build the models that value a content portfolio properly, measure what it actually returns, and tell you which parts to retire.
Independent. No media buying, no production, no commission on anything we recommend.
An article published two years ago that still brings in forty qualified visits a month is not an expense from 2024. It is a producing asset with a maintenance cost, a decay curve and a residual value. Most organisations have never calculated any of the three.
The consequences are predictable. Budgets go entirely to new production while the existing portfolio quietly decays. Nobody knows which pieces produce and which merely exist, so nothing is ever retired. And when the finance director asks what content returns, marketing produces an impressions figure, which persuades nobody and deserves not to.
We apply straightforward asset management to the problem: inventory the portfolio, measure contribution, model decay, calculate maintenance cost against residual value, and produce a schedule of what to refresh, what to consolidate and what to remove.
It is not glamorous work. It is, in our experience, the single highest-return analytical exercise available to a marketing function that already publishes at volume.
We do not produce content and we do not buy media. That independence is the point — nothing we recommend increases our own fee.
A full inventory of your content estate with a modelled value for each asset class, its decay curve and its maintenance cost. Delivered as a working model, not a slide deck.
Multi-touch attribution built for your data reality rather than a vendor's demo. Validated against geo-holdout or time-series testing before anyone is asked to believe it.
Where attribution cannot reach — brand, offline, long consideration cycles — we build econometric models to estimate the contribution of content alongside every other lever.
A management report that presents content the way finance presents anything else: cost, return, asset value, depreciation and a forecast. Written to survive a board meeting.
The tracking, taxonomy and data pipeline that makes any of the above possible. Usually the least glamorous and most valuable part of an engagement.
Independent assessment of a target's content and organic acquisition for private equity and corporate development teams. Delivered to a transaction timetable.
An anonymised extract from a client portfolio review. Sort any column — this is roughly the view our clients get every quarter.
| Asset class | Assets | Production cost | Attributed pipeline | Return | Annual decay | Disposition |
|---|---|---|---|---|---|---|
| Evergreen guides | 184 | £112,400 | £2,840,000 | 25.3× | −6% | Refresh |
| Customer case studies | 62 | £74,800 | £1,410,000 | 18.9× | −9% | Expand |
| Product comparison pages | 41 | £31,200 | £980,000 | 31.4× | −4% | Expand |
| Webinar recordings | 96 | £148,000 | £412,000 | 2.8× | −34% | Consolidate |
| News & announcements | 741 | £96,300 | £61,000 | 0.6× | −71% | Retire |
| Thought leadership essays | 128 | £184,600 | £1,090,000 | 5.9× | −18% | Maintain |
| Short-form social | 2,840 | £212,000 | £340,000 | 1.6× | −94% | Reduce |
| Technical documentation | 312 | £88,900 | £1,720,000 | 19.3× | −3% | Expand |
Figures anonymised and rebased. Attributed pipeline uses a validated multi-touch model with a stated confidence interval of ±14%.
News and announcements accounted for 46% of everything published and 1.4% of attributed pipeline. Retiring the class released £96,000 a year of production capacity and improved site-wide organic performance by removing thin pages.
Technical documentation, owned by engineering and excluded from every previous marketing report, was the third-highest contributor in the portfolio. It had never received a penny of investment.
Untreated, this portfolio lost 7.1% of its attributed contribution every quarter. A modest refresh programme costing £34,000 a year recovered most of it — a better return than any new production line available.
Every model we build is delivered with its assumptions written down, its confidence intervals stated and its code handed over. If an analyst on your team cannot reproduce our result, we have not finished.
"The first output was a list of 741 pages to delete. Our marketing director was furious for a week and then quoted it in a board paper."
Chief Financial OfficerB2B software, 400 staff"They validated the model against a geo-holdout before showing us anything. No agency had ever offered to prove their numbers were wrong first."
Head of AnalyticsFinancial services, London"We used the portfolio valuation in a funding round. The investors' analyst said it was the first time she had seen content quantified credibly."
Marketing DirectorScale-up, Series CExcluding VAT. We do not bill by the hour, take commission, or resell any software.
£18,500 fixed
Six weeks. The usual starting point.
£42,000 fixed
Twelve weeks, two analysts and a lead.
£9,800 per quarter
Ongoing, after a valuation or build.
A 45-minute call in which we ask about your data, your reporting and what your board currently believes about content. You will get an honest view on whether a valuation would tell you anything you do not already know.
Email
[email protected]
Telephone
+44 20 7946 0921
Office
Fourth Floor, 30 Finsbury Square, London EC2A 1AG, United Kingdom
Hours
Monday to Friday, 09:00–18:00 GMT