For established organizations
You don't have a content problem. You have an extraction problem.
Years of research, reports, white papers, and hard-won expertise, most of it hard to discover, hard to interpret, and hard to credit back to you. We turn what your organization already knows into structured, source-grounded content built for how people and AI systems find answers now.
What we find
The biggest gaps usually aren't at the top of the funnel.
Large organizations explain what they do extremely well. What they leave unanswered is everything a buyer needs in order to actually move. We audit page by page and score every buyer question the page's own content invites, then show you where the coverage stops.
Buyer question coverage, by stage
A common pattern on complex solution pages
- Problem and categoryWell covered
- Options and differenceUneven
- Risk and proofThin
- Evaluation and next stepsOften missing
The work
Most of it is rewriting, not writing.
A local business needs pages it never built. You have the pages. What they need is to be restructured so people, search engines, and AI systems can find the answer inside them and connect it clearly back to your organization.
The first question is not what to publish next. It is what valuable material is already here and hard to find.
That usually means research sitting in PDFs that are hard to discover, quote, or attribute at the passage level, findings buried nine paragraphs into a narrative page, and expertise with no attribution attached to it. The material is good. It was built for a linear reader who arrives, scrolls, and reads, not for a system that has to locate a precise answer and work out who stands behind it.
Beyond the pages
The parts nobody mentions until they matter.
Document conversion
Research that is hard to discover, move through, or cite, turned into accessible pages built for search visibility, internal linking, and clear attribution. We keep the original document, identify the reusable findings, and decide for each whether it becomes a canonical page, a section of an existing one, or stays a download.
Entity architecture
Making it easier for systems to work out what your organization is, what it's known for, and how your sub-brands, sister sites, and named programs relate to each other.
Attribution and bylines
Which assets carry a named expert, what that person can credibly stand behind, and where institutional authorship fits better. Applied everywhere, bylines become decoration. Applied with care, they make expertise easier for readers and systems to evaluate.
Fact-check ledger
Every factual claim inventoried, verified against a primary source, and recorded with its source and date. On a recent engagement this ran past a hundred claims and surfaced several errors in the client's own published copy.
Redirect and migration specs
When pages consolidate, the specification for what points where, so nothing that already earned authority loses it.
Measurement
A defined question set run across the major AI systems on a schedule, so you can see which organizations get named in your category and how that changes.
Hudson Twenty-One at scale
Your writers don't get replaced. They get a specification.
Hudson Twenty-One is a measured profile of how your organization actually communicates across 21 dimensions, written down so your team can work from it.
- The problem it solves
You have a communications team, a house style, and people who have spent years building how the organization sounds. Outside content never quite matches it, and the gap is obvious to everyone internally even when nobody can name what's wrong.
- What we do
We build the Twenty-One profile from your strongest approved work and the people responsible for it, not from a generic brand guideline. Six good writers produce patterns a guideline never captures, and those patterns are what we measure. Twenty-one dimensions, written down. Everything we produce is measured against it, and your team can use the same profile for work we never touch.
Advisory
The other problems clients bring us.
Once a client trusts us with content, they tend to bring us the problems next to it. Some of that work never produces a page and it's often the work that moves the most money.
Intake diagnosis and rebuild
What actually happens to an inquiry between arriving and being answered. Who picks up, how fast, what gets asked, what gets lost. Most businesses spending on demand have a bigger problem here than in demand.
Lead handling and follow-up
The sequence after first contact. What gets sent, when, by whom, and what happens to the ones who don't reply the first time.
Marketing process redesign
Where work queues, who approves what, and which steps exist because somebody left three years ago and nobody removed the step.
AI workflow and tool selection
What's worth adopting, what a model could handle most of, and what to stop doing by hand. We answer from the work rather than from a vendor deck.
Vendor and agency evaluation
Whether the claims hold up, whether the reporting means what it appears to mean, and whether you're paying for something you already have.
Fractional marketing leadership
For organizations that need the judgment without the hire, on a defined scope rather than an open-ended seat.
Some of the most useful work we do never produces a single page. We take these on where there's a clear business case and we say so when there isn't. If that's the conversation you need, we're glad to have it, whether or not it turns into a content engagement.
How engagements work
Scoped as a project, priced up front.
- Phase one
Audit and plan
We inventory the pages, documents, claims, entities, and buyer questions that matter, then deliver a scoped plan showing what gets rewritten, converted, consolidated, redirected, or left alone.
- Phase two
Build and restructure
We execute the approved scope page by page, with source files, fact-check records, and implementation notes. Additional pages run at a fixed per-page rate set in the original scope, so expansion needs no renegotiation.
- Phase three, optional
Ongoing governance
Measurement against your question set, new pages as programs launch, and keeping the Twenty-One profile current as your team changes.
Projects begin at $10,000. Scope is agreed page by page before anything starts, so the number you see first is the number you pay.
Twenty-One is included in every engagement. It's also available on its own at $2,500 for organizations that have writers and want the specification without the content production, credited in full against a project started within 90 days. How Hudson Twenty-One works
Start a conversation
Start with a conversation.
No form to fill in and nothing to download. Tell us what your organization is trying to improve, whether that's what you publish, how leads get handled, or a process that isn't working the way it should. We'll tell you honestly whether it's something we should be involved in.
Questions
What organizations ask first.
Can you guarantee we get named in AI answers?
No, and nobody can. Whether a platform names, cites, links to, or summarizes an organization varies by system, by how the question was worded, by location, by what else is available, and by product changes we don't control. What we work on is everything you do control: accurate source material, direct answers, clear organization and expert attribution, accessible structure, technical readiness, and measurement against a defined question set.
We have an internal content team. Where do you fit?
Usually as the layer they don't have time to build: the audit, the structure, the specification, and the rewriting of a large back catalog. Your team keeps producing what they produce. We tend to work on the archive nobody has capacity to revisit.
Our legal and compliance review is slow.
Expected, and it's why every factual claim we write carries its source and date in a ledger you can hand straight to review. Reviewers move faster when they can see where a number came from without asking.
Can you work inside our CMS?
Every page ships two ways: as a ready-to-publish file, and as a specification covering headings, internal links, source citations, metadata, structured data, redirects, and review notes. We don't require access to your systems, though we'll work in them if that's simpler.
We already rank well. Why does this matter?
Strong rankings still matter, and this builds on them rather than replacing them. For Google's AI features, a page has to be indexed and eligible to appear in ordinary Search before it can be shown as a supporting source. But ranking does not by itself decide whether a page gets selected, summarized, or credited for a particular question. The audit shows where your pages are hard to interpret, insufficiently direct, or thinly attributed for the questions your buyers actually ask.
How do you handle a global or multi-region organization?
The same way we handle a multi-city one, on a different axis. Instead of geography we usually segment by category, product line, buyer role, or program area, whichever actually determines how your buyers ask their questions.