A brand & content strategy studio

Marigold Key

PositioningMessagingEditorial calendarsLong-formAudits

The cover story

Decide what you stand for. Then say it every time you publish.

Marigold Key is a brand and content strategy studio for B2B companies. We help you settle how you want to be understood, find the words for it, and keep publishing work that sounds like you.

Start a conversation

Most B2B companies have plenty to say and no settled way of saying it. The website, the sales deck and the latest articles each describe a slightly different business, and every new piece of content reopens the same argument.

The studio works on both halves of that problem. Strategy settles who you are for and what you will claim. Editorial work keeps it visible: a publishing plan your team can sustain, long pieces worth reading, and a regular look at what is already out there.

Contents

Five things the studio does

Each one works on its own, and they are designed to fit together.

  1. Brand positioning

    Who you are for, the problem you solve for them and what you will not claim. We work it out with your leadership and your customer-facing teams, then write it down in plain language with the reasoning attached.

    You keepA positioning document that your sales team and your designers read the same way.

  2. Messaging and tone of voice

    A message hierarchy, from the one-line description down to the detail that backs it up, and a voice guide built from your own material: real emails, product pages and headlines, rewritten side by side.

    You keepA messaging framework and a tone of voice guide with before-and-after examples.

  3. Editorial calendars

    Themes you can keep returning to, mapped to the channels you actually use, with a writer and an approver named for every piece. Planned at a pace your team can keep up, not one that stalls after the first few weeks.

    You keepA rolling calendar and a short brief template for each type of content.

  4. Long-form content

    Guides, explainers, white papers and in-depth articles. We interview your specialists, research the subject and edit until each piece says something specific that a reader can use.

    You keepFinished, edited pieces in your voice, ready to publish.

  5. Content audits

    An inventory of everything you have published, read against your positioning. Each piece gets a decision (keep, update, merge or retire) with the reason written next to it.

    You keepA sheet of decisions and an ordered list of the updates worth making first.

The feature

How an engagement works

Four parts. Each one ends with something written down that you can read, question and sign off before the next begins.

  1. Part one

    A first exchange

    You write to us about your company and what is not working. We reply with questions, talk it through on a call, and agree whether and where we should start.

  2. Part two

    Reading and listening

    We read what you have already published and interview the people who sell, build and support your product. Where you agree, we speak to some of your customers as well.

  3. Part three

    Drafts in the open

    Positioning, messaging and plans arrive as working drafts. You comment on them directly, and we revise until the wording holds up when your own team uses it.

  4. Part four

    Handing over

    You receive the final documents, a voice guide with examples and a calendar your team can run. If you want us to keep writing or editing, we agree that as a separate piece of work.

Letters

Write to the studio

Tell us what your company does, what you have published so far and where it falls short. A few paragraphs is plenty. We reply by email with questions or a suggested first step.

Address your letter to

hello@marigoldkey.com