Storytelling and content

You are good at what you do, but when you have to write your “About us” page or a post, you do not know where to start. So your website is left with two generic sentences and your social media with the same product photos. People who look you up cannot tell who is behind the business or why they should choose you.

We gather your story, your examples and the way you talk, and turn them into copy, articles, videos and podcasts. The style stays the same from your website to your social media, so people recognise you wherever they come across you.

When you need it

• Your website describes your services but says nothing about who you are or why you work the way you do.
• Your blog has been idle for months, or you do not have one and people tell you that you need it.
• You want to make videos or reels but do not know what to say in front of the camera.
• Customers keep asking you the same questions and you would like a written answer to send them.
• You are thinking about a podcast about your sector, but do not know how to publish one.
• You are rebuilding your website and need new copy, not the old text copied across.

How we work

1. Interview. We talk to you, and to your team if needed, to gather stories, examples and the questions customers ask you.
2. Tone of voice. We write down how you speak to customers: formal or direct, technical or simple, and which words to use or avoid.
3. Content plan. We choose topics based on real questions and on what people search for on Google.
4. Writing and production. We write copy and articles, prepare scripts, and where needed film, edit and publish videos and podcasts.
5. Review with you. Every piece goes past you before it is published, because it has to sound like you.
6. Reuse and measurement. We adapt each piece to the other channels and track which content is read and watched most.

The copy and storytelling are led by Federico, who specialises in brand identity and copywriting; Filippo, a content creator, brings his experience with video, newsletters and blogging.

Content that also works for SEO and AI

Good content today has to be read by three audiences: people, Google and AI assistants such as ChatGPT, Gemini or Perplexity, which answer questions by citing sources. Writing for just one of the three is not enough.

That is why we write so that:

• every page answers a specific question, with the answer in the first few lines and the details afterwards;
• headings and subheadings make it clear straight away what each section is about;
• there is verifiable information about you: who you are, where you work, what you do, consistent across your website, social media and Google Business Profile;
• the examples, experiences and opinions are your own, because that is what generic copy cannot imitate.

The technical side, such as structured data (information hidden in the code that helps search engines understand the page), we handle through our SEO and GEO service. Content remains the foundation: without clear answers, technique alone does not bring visitors.

A real example

The Filippo Angeloni website is an editorial hub that brings together articles, YouTube videos, newsletters and free tools: it is how we work on content, applied to ourselves. For Athena SCF we moved 282 articles to the new website while keeping the same addresses, so years of work on Google were not lost. And our business platform includes a Podcast module, for publishing to Spotify and other apps, and a Video and editing module, with library, cutting and subtitles.

Who it is for

Businesses, practices and professionals in Perugia and Umbria, Italy, and clients working with us remotely, who have something to say but not the time or the craft to say it regularly.