Your Questions Answered

How it works

  • For social media content, typically clients start with a strategy sprint if they are unclear on the content direction. You fill in a questionnaire tailored to you, then we get on a call to interview you for 90 minutes.

    After the onboarding, we go away and produce a strategy and present this to you along with a content calendar for the first month. Once you approve, we’ll update your profile and produce the initial set of posts.

  • It’s a good opportunity to see how we work together before committing to anything longer. Either way, you come away with the foundations of your content positioning, your content pillars, a rewritten profile and the first set of posts.

    You can either take that and carry on by yourself or outsource your marketing to us for greater results.

    If you already have a content strategy, then we can commit to a month of working together before signing on a longer retainer.

  • We write the posts. By the time we've done onboarding we've got enough information on how you think and what would work well for you.

    We keep it low-friction on purpose because most of the people we work with are capable of writing themselves, they just don't have the time, and that's why nothing goes out.

  • You stay involved the whole way through. Topic development isn't something you hand over blindly, especially early on when you're still working out what you want to be known for.

    Once we work on a retainer, the monthly check-ins are where you bring any ideas and we brainstorm together. We prompt and structure, but the direction is yours. As your priorities move, or something new comes up in your work, the checkpoints keep the content tied to what matters to you that month rather than a plan we set and forgot.

  • Depends on what's already in the calendar but we’ll agree a start date in advance. Before we have the onboarding, we can send the questionnaire over so you can work through it and we don't lose time.

    Say you'd rather hold off posting until a quieter stretch passes, we can still do the strategy work in the background and time the posts for when you want to post.

Is this right for me?

  • Both and the wider legal world. Legal ops, coaches and consultants for law firms, lawyers in private practice and in-house, legal service providers, people running legal communities.

  • Yes. Alison is based in the UK and the team are based all over the world. We have clients across the UK, Europe and the US, so working across time zones is what we enjoy.

    When it comes to collaboration and meetings, we’ll always find a slot that works well for both.

  • Alison spent eight years in law before pivoting to content. She has worked in different types of law firms then in-house, reporting to the GC at a global shipping company.

    Since leaving law, Alison worked part-time for a health and wellness media company while building up the business. In 2025, we rebranded to Contigo Content to focus on the legal industry. Alison understands the legal world as well as content marketing, so founders and lawyers don't have to explain how legal works as she has lived it.

  • That depends on your situation, and it varies from person to person. If you are investing in your personal brand which is separate from your employer, then usually no.

    If your employer is funding and if the content is largely connected to your employer’s brand, then you may need to.

    Either way, the content we create will be aligned with your vision and nothing gets posted without your sign-off.

Voice, authenticity and AI

  • The content will be based on your thinking, which is extracted during the onboarding process, because that's the part nobody can copy. The onboarding call is also there so we can hear how you speak. We use an ai notetaker to transcribe the call so when we come to writing your content, your voice is retained. We also agree on your tone in advance of the creation.

    On a retainer, the regular calls keep the content tied to what's really happening in your world so the content is specific and relevant to you. When a post comes from your own experience, it reads as you. When it's too generic, it may as well have been written by anyone, and people can tell. That's usually what gives AI content away, and it's why it ends up hurting a brand since it reads as low effort.

  • You could, and plenty of people do, which is the problem. When content gets churned out with no real thought it all starts to look the same, and when your posts sound like everyone else's, your expertise reads that way too.

    We use AI mostly to structure ideas when they're half-baked or to get a few hook options when we’re stuck, but never to publish something straight out of it.

  • Often it's not whether you can write, it's whether you do. Most people we work with have original thinking and could write themselves, but they don't have the time or the consistency, so it stays in their head and never gets published.

    What we do is take that friction away. We create structure for busy lawyers and founders. You bring the thinking on a short regular call, and we turn it into a steady stream of posts.

    If it turns out your real gap is direction rather than getting it done, there is a custom package for that too. Not everyone needs a full ghostwriting service.

  • During the onboarding process, we’ll help you uncover your content themes. We don’t hand it to you.

    On retainer, each month begins with a call where you talk through what’s on your mind and we’ll extract different angles for content. We’ll ask questions to dig deeper so you are essentially leading the content topics, we just give you the space to develop your voice.

    When the drafts come to you, and wherever something doesn't sound right, we can tweak it. Those edits are then baked into the next set. Your voice gets clearer over time.

    Clients often find seeing their own thinking written back to them speed up the publication process, because they’re not starting from 0.

  • It shouldn't, because the test is always whether a post is what you’d be proud to publish. If it isn’t then there’s misalignment somewhere and we’ll uncover it. We’ll never force anyone to publish something they’re not comfortable with.

    You see every draft before they go public. Instead of putting it through AI, give us feedback and we’ll tweak it for you.

    Posts don't have to be finished and polished either. Working an idea out in the open is a good approach, often a stronger one, because it gives people something to think alongside. The aim is content that's genuinely yours, just written consistently and presented well.

  • The onboarding and strategy work is what prevents it. Two people can have the same title, work in the same industry, even cover the same topics, and still believe different things and say them in completely different ways. The content comes out different because the person is.

    Onboarding gets into your specific language and point of view, and the regular calls keep building your own thread as things shift around you. We don't reuse or overlap content between clients. Every engagement starts from scratch and that’s the beauty of it.

Content, results and commitment

  • Around three times a week consistently tends to be the sweet spot and is recommended by LinkedIn too. That's where we get results. You can post more, but posting four or five times a week is a lot of effort for not much extra back.

    If you're starting from nothing and don’t have the budget, we'd say begin with once a week and build to a rhythm you can sustain. The thing that doesn't work is going hard for two weeks and then going quiet.

  • They can, as long as there's substance behind them. LinkedIn favours formats that keep people on the platform, and a carousel does that well when it's useful and relevant to your niche.

    The format isn't the issue. The issue is when it's done for the sake of it and ends up feeling forced. We tend to mix things up, text, carousels, photos, graphics or videos if you have material.

  • Because consistency is what makes LinkedIn work, and visibility builds up rather than arriving overnight. Anything shorter still gets you activity, but not the momentum that comes from posting steadily across your content pillars long enough to find your range and rhythm. Six months is roughly where you've built enough of a presence to look credible and start pulling in the right conversations.

  • Getting the groundwork done early rarely hurts. Even if you'd rather time your posts to go out after the summer holidays, for instance, we can do the strategy work and build the content in advance and schedule these for when you want them to go out.

    It’s always better to dedicate proper time to it when things are quiet than to rush because you feel under pressure.

  • Yes, reach out to us and we’ll have a discovery call first so we can tailor the examples to you.

    They will be redacted, as most clients would rather stay anonymous. Not everyone wants the world to know they've hired a ghostwriter, and we respect that.

  • People are using AI tools to research professionals, products and service providers all the time. We’ve had people reach out to us because they found us through Claude.

    These tools read the web, and when you write clearly and credibly about a niche area, they start to associate you with it and surface you when someone asks.

    Being specific is what makes that happen, and it's the same specificity that stops you sounding like everyone else.