Content strategy and advisory
The Brief
We were commissioned by a UK insights agency to lead a study on how independent publishers are redefining content strategy in a rapidly changing media landscape. The research was designed to help a science-focused institution understand how creators and small media brands are adapting their models — from monetization to community-building — and what lessons could inform its own publishing strategy and audience engagement.
The Approach
We combined market research, landscape mapping, and in-depth interviews with leading independent publishers to unpack how they’re navigating new audience behaviors, shifting algorithms, and emerging revenue models. Our analysis covered everything from newsletters and podcasts to social-first brands and creator collectives, identifying both dominant and emerging approaches to storytelling, engagement, and sustainability. By decoding these evolving practices, we were able to surface the cultural and strategic patterns driving success in today’s independent media space.
The Outcome
The project culminated in a comprehensive insights report with strategic recommendations tailored to the client’s needs. Our findings provided clear, actionable direction on how the institution could modernize its publishing model, evolve its tone and structure, and strengthen relationships with its audiences. The result was a roadmap for staying relevant and competitive within an increasingly creator-driven ecosystem.
