Department 03 · Demand
Posted, and then
measured.
Anybody can put a post out. The part that is genuinely hard — and the part that gets skipped when everyone is busy — is reading what happened afterwards and cutting the half that did nothing.
You go home. It doesn't.Every promise gets a row and a due dateAnswered the same day, not the next working dayA drawing before the quoteUnverifiable is never a passNine desks, one address eachNothing is sent that a human cannot read backThe folder exists before you price itYou go home. It doesn't.Every promise gets a row and a due dateAnswered the same day, not the next working dayA drawing before the quoteUnverifiable is never a passNine desks, one address eachNothing is sent that a human cannot read backThe folder exists before you price it
The case for it
Demand & marketing
Half of it is not working. The job is finding out which half, every month.
Marketing in a company that makes things is usually one of two states: nothing goes out for five weeks, or something goes out constantly and nobody has ever checked whether it earns anything.
This desk does both halves. It plans and produces the work, it publishes on a schedule that does not depend on anyone having a free afternoon, and then it reads the numbers and tells you plainly which of it to stop doing.
What the desk does
Six things, every day, without being asked
Take the whole desk or one line of it. Everything below is included in the department retainer — there is no menu underneath the menu.
01
Content, planned and posted
A calendar built round what you are actually making that month. Written, art-directed, scheduled and published across the channels you use. Approval before anything goes out, for as long as you want it.
02
The analysis underneath it
Reach, engagement, click-through, and where it can be tracked, what it did to enquiries. A monthly read that names the posts that carried the traffic and the ones that were a waste of an afternoon.
03
Campaigns designed end to end
A proposition, the assets, the sequence, the landing page it points at, and the readout when it finishes. Not a set of graphics with no destination.
04
Google Ads, run properly
Build, structure, bidding, negative-keyword hygiene, and — the one everybody skips — checking that the landing page matches the advert. Half of wasted ad spend is a page mismatch, not a bid.
05
Search and AI visibility
Technical health, schema, indexation, page speed, and the newer question of whether an AI assistant can find and cite you at all. Fixed at the source, not reported at you.
06
Outreach that gets a reply
Researched lists, sequenced approaches written like a person wrote them, and every reply routed straight to a human — the moment somebody answers, automation stops.
Depth
What this desk actually knows
Marketing for a company that builds things is a different job from marketing software. The desk knows which numbers mean anything here.
Where the work comes from
- The truth in this sector: most work arrives through people who already know you, and the site's job is to survive the check they run afterwards.
- So the priority order is reputation surface first — case studies, capability, proof, the team page a procurement officer opens — and volume tactics second.
- Long sales cycles measured properly. A monthly lead count is the wrong instrument for a job that closes in nine months.
Technical, before content
- Indexation, crawlability, redirects, schema, sitemap and Core Web Vitals including INP fixed at source.
- 🔴 Plumbing before words, always. A store on this estate sat quietly broken for six months while good content was written for it; it converted the week the configuration was fixed.
- Whether an AI assistant can find, read and cite you at all — increasingly the first place a buyer looks.
Paid
- Structure, match types, and negative keyword hygiene run as a routine rather than a spring clean.
- Landing-page match checked against the advert. A large share of wasted spend is a page that does not say what the ad promised, and no bid change fixes it.
- Conversion tracking that is actually firing, verified on the live page — not assumed from a settings screen.
The readout
- Monthly, in plain language, naming the pieces that carried the traffic and the ones that were a waste of an afternoon.
- Where attribution genuinely cannot be established, the report says so instead of picking a flattering model.
- The recommendation is usually to stop doing something. That is most of the value.
Every reply to an outreach sequence is routed to a human immediately. The moment a real person answers, the automation stops.
The run of it
How a job moves through
A month is planned
Against what you are making, not against a content calendar template.
It is produced
Copy, images, film. In your voice, from your own material.
You approve it
For as long as you want to. Most clients relax this after two months.
It publishes
On schedule, whether or not anyone was free that day.
The numbers are read
Monthly, in plain language, naming what to stop.
Next month changes
Because of what the numbers said, not because it is next month.
The limits
What this desk will not do
Every department has a written boundary. A service that claims no limits has simply not found its own yet, and you will find it for them.
Where this desk stops
- Nothing is published under a real person's name without them seeing it. Your people are not a byline for generated copy.
- It does not buy media without approval. Budgets are set by you and changes to them come back for a decision.
- It does not claim a result it cannot evidence. Where attribution genuinely cannot be established, the report says so instead of picking a flattering model.
Questions
Asked before, answered here
Do we approve every post?
For as long as you want to. Approval-before-publish is the default and roughly two thirds of clients relax it after the first couple of months.
What if we have no photography?
Then the first month is largely spent making some. It is the highest-return thing most makers have never got round to.
Who owns the ad accounts?
You do, always, in your own billing. We are granted access and it is revoked in one click.
Will you tell us to stop doing something we like?
Yes. That is most of the value. A report that only contains good news is a report nobody should pay for.
Next department
Studio & materials
Where the things it publishes get made.
Which of the seven is costing you the most this month?
That is the one to start with. Tell us and we will tell you plainly whether we are the right shape for it.