Build the foundation
The Flock: a content and creative toolkit for B2B marketing teams
The Flock turns a market position into the toolkit needed to produce content: a Content Blueprint, a Channel Blueprint, a Content Pillar Framework, a Visual Direction Brief and a Video Style Guide, plus channel programmes for LinkedIn and newsletter where those apply. It takes two to three weeks and costs 5,000 to 7,000 euro.
What the Flock is
A position is not a plan. Plenty of companies come out of a rebrand knowing exactly what they stand for and still cannot produce a week of content, because nobody wrote down what they talk about, where any of it goes, or what good looks like on each channel.
The Flock is that missing layer. It takes the position and turns it into the working equipment: what to say, where to say it, and why it matters.
Know what to say. Then be able to say it on a Tuesday without a meeting first.
What you get
Content Blueprint
Your content strategy on a page: brand purpose, content themes, topics, and the value exchange for each audience segment.
Channel Blueprint
Where your audience actually is and how each channel earns its place. And separately, where the conversation about you happens, rather than only where you publish.
Content Pillar Framework
The themes your authority is built on. Each one a claim to a territory you intend to be cited on, rather than only a subject you post about. This is what the Migration content calendar runs against.
LinkedIn Posting Programme
Where LinkedIn is an active channel: cadence, format mix, engagement protocol and profile direction.
Newsletter Framework
Where a newsletter is an active channel: format, cadence, structure and a first-edition brief.
Visual Direction Brief
How your existing identity is applied: colour rules, layout hierarchy, photography and illustration treatment, and channel-specific notes.
Video Style Guide
How you look and sound on video: camera, presentation, editing conventions, captions and environment.
The LinkedIn Posting Programme and the Newsletter Framework are included where those channels apply to you. If a channel is not part of your mix, we do not build for it.
Who it is for
Two situations, mostly.
Companies with an internal marketing team who can produce content but keep producing it inconsistently, because there is no agreed foundation and every piece becomes a negotiation.
And companies about to start a content programme who would otherwise spend the first three months of it building this anyway, more slowly and less deliberately.
Why it is a project rather than a retainer
Because it is finite. The toolkit gets built, it gets handed over, and it is yours. It does not need us to keep existing.
Some clients take the Flock and run their content in-house from there, and that is a legitimate outcome rather than a failure. Others move into the Migration and we produce against it. Both work, and the toolkit is the same either way.
Who does the work
Senior people. No juniors learning on your account, and no account manager relaying messages between you and whoever is actually writing.
We use AI for leverage, not substitution. It makes research, analysis and orchestration faster. Strategy, judgement, creativity and accountability stay with senior people. That is how we keep the team senior without carrying the cost structure of a traditional agency.
What it costs
- Investment
- €5,000 to €7,000
- Duration
- 2 to 3 weeks
- Format
- One-off project
Where you land inside that depends on how many channels are in scope and how much already exists. Full pricing is on the pricing page.
What it pairs with
The Formation is required before the Flock, because the Flock cannot build a Content Blueprint on nothing. Your position, your claims and your voice come out of the Formation. The Flock applies them.
The Migration usually comes after, because the Flock produces the equipment and the Migration is what uses it every month.
If you are not sure which of the three you actually need, the Flyover answers that in two weeks.
Wild Ducks. Never Tame.