Tour of the lab

We use the tradecraft of journalism to find the most relevant topics and angles, design to bring pieces to life in engaging ways, and growth-marketing techniques to build an audience that hears the right message at the right time.

Then, we draw data and insights from reader behavior to improve performance over time and align it all with the organizational mission.

Here’s how we do it.

Discovery

Our writers and editors come from top publications like the New York Times, Wall Street Journal, Fortune. They find and tell compelling stories.

Strategy

We connect the dots between what we’ve learned and what you’re trying to achieve with your upcoming campaign, surfacing recommendations for how and where to engage.

Engagement

We bring your brand to life across all platforms, ensuring it’s tailored to resonate and achieve your goals – this includes content strategy, development, and execution.

Measurement

A consistent feedback loop, benchmarking and delivering impact-focused cross-channel assessments of performance; scaled to match your brand’s needs and appetites.

What we do

We conceive our engagements as programs, where journalists, designers, channel experts, and data analysts work together to get results. Here are some of the services that support these efforts.

Editorial

We bring our experience running world-class newsrooms to our clients through pieces that meet rigorous journalistic standards and operational know-how to bring them to market. Whether it’s magazine-style features, data stories, reported trend pieces, Q&As, docu-style videos, op-eds or something else, our journalists find and interview sources, conduct research, and write and edit the work.

Editorial calendars

We identify the right mix of stories and publishing cadence, and oversee the creative and approval process for your content program.

Story ideas & pitches

Our writers and editors brainstorm story ideas and develop detailed pitches with an eye toward creating a coherent body of work. We work with your team to identify the best sources for each piece.

Profiles & case studies

People want to know how people like them solve problems they can relate to. Our profiles showcase these stories while companion case studies make it clear how your company helped.

Interactive reports

We re-imagine traditional whitepapers as journalistic research reports, and we bring them to life with web-first, immersive design that includes video, animation, and other flourishes to boost engagement.

Email newsletters

Subscribers are your best audience. We help you re-engage them with content-rich newsletters.

Design & Visualization

Design without purpose is decoration. We ascertain your audience’s relationship with your work and create absorbing experiences that achieve your needs while respecting their time.

Interactive editorial design

A well-told story can reach new heights when paired with captivating design. We work closely with our clients to craft layouts, artwork, and interactions that enhance a reader’s understanding of a subject while promoting engagement.

Branding & identity

Editorial brands can stay closely aligned to a parent brand or embrace independence and fly free. We find the right answer for you, and deliver the assets needed to bring it to life.

Data visualization

Amazing data is worthless if it’s incomprehensible. We translate complex data sets into interactive visuals. Whether woven into a story or a feature unto themselves, we make your data shine.

User experience design

A better user experience encourages engagement, keeps a reader on-site longer, increases action, and forges a positive brand relationship.

Print magazines

Print isn’t dead, it’s premium. The recent renaissance of small-run publications have made receiving something physical a special event for readers and a huge opportunity for brands.

Strategic Insights

Great stories don’t matter if they don’t get results. We use a data-inspired approach to content strategy, growth marketing, and intelligence to connect the dots between content creation and business impact.

Content strategy

Through Story-Market Fit, Topic Mapping, and other proprietary approaches, we connect research and data with journalistic interviews to help clients find the most impactful ideas.

Analytics & measurement

Our proprietary approach to content intelligence encompasses analytics, tag management, and dashboarding, and is custom-built to surface content-performance insights.

Content assessments

Most marketers don’t know what kind of results their content produces. Our assessments examine your stories and publishing infrastructure to identify opportunities for optimization and improvement so you can get more value from your investment.

SEO

Organic search often has the highest engagement and the most long-term value. It’s a critical component of all content programs. We specialize in SEO for thought leadership and journalistic brand publishing.

Channels

The right message needs to reach the right audience at the right moment. We know how and when to tell powerful stories online that move people to act, with all channels working in concert to play to the organizational mission.

Content distribution strategy

A distribution plan for your content is critical to getting new users. Channels amplify the visibility of stories over time and meet audiences where they are. We design cross-channel strategies to get the most out of your content.