Refract Group2026
Content and socials
Content that sounds like the people behind it.
Articles, founder writing, newsletters and social creative built from your team’s expertise. Give the audience something specific to learn, use or act on.
A publishing plan with something to say
We work from interviews, approved project material, customer questions and the decisions your team is making. Those sources become an editorial plan linked to your audience and services, with clear ownership for facts, approval and publication.
- Editorial directionDefine the audience, recurring themes and the role of each channel in the buying journey.
- Writing and designDevelop articles, social posts and supporting visuals from source material your team can verify.
- DistributionAdapt the core idea for the company’s channels, founder accounts and newsletters where those are in scope.
- ReviewLook at audience response, site visits and relevant conversations, then use those findings to shape the next work.
Founder writing needs the founder’s thinking
The value is in the observations, decisions and examples only that person can contribute. We gather that material through an agreed interview rhythm, draft and edit it, and return it for approval before publication.
- A useful conversationAsk about a specific problem, decision or piece of work rather than demanding a week of post ideas.
- A considered draftKeep the person’s reasoning and vocabulary, then edit for a reader who was not in the room.
- An approval stepConfirm facts, attribution and client permissions with the people responsible for the material.
One substantial idea can travel
A detailed project story can support an article, an annotated visual, a short video and a founder post. Each version should make sense in its own channel and lead to relevant work or a useful next step. The source stays consistent while the format changes.
Read our guide to creative testsWays to start
Bring a priority audience, examples of your work and the people whose expertise should come through.
An editorial review
Assess existing content, source material and buyer questions, then agree a focused publishing plan.
A content project
Develop an agreed set of articles, project stories or campaign assets around one objective.
An ongoing content programme
A regular rhythm of interviews, production, approval and reporting, with volume agreed to match the available expertise.
Questions before we start
Ask usWe agree the interview and approval rhythm with you. The effort depends on the amount of source material available, the technical complexity and how much content we are producing.
Yes. We start with their explanation and the audience’s questions, then work through examples and terminology together. The subject expert checks accuracy before publication.
Publishing can be included once the channels, access, approval process and responsibilities are agreed. Drafting content does not require access to your personal account.
Use measures linked to the purpose: relevant readership, visits to commercial pages, useful conversations and enquiries. Reach and reactions can help explain distribution, but they do not establish revenue impact.
Yes. We review its accuracy, permissions and relevance, then adapt the strongest material. A new format should add value for its audience rather than repeat the same text everywhere.
