Throwing more content
at the problem
won’t solve it.

Content without positioning is noise.

  • If positioning hasn’t been worked out, people can’t quickly explain what you do, which means they’re far less likely to remember you, trust you, or choose you.

  • Without a narrative foundation, voice changes with whoever wrote it last.

  • Frequency without direction compounds the wrong perception.

Propolis is the glue bees use to hold the hive together. Good narrative works the same way.

I’m Riya Roy, and through Propolis, I help organizations tell a clearer story about who they are, and why it should matter to the people they want to reach.

About

How this goes (usually)

Most organizations start creating content before they’ve figured out what they want to be known for. So that’s where we begin.

But first, positioning.

A good narrative makes all the moving pieces feel connected. So whether someone finds you on LinkedIn, your website, or in a store, your brand still sounds like you.

Then we shape the narrative.

Finally, we make the content.

Sometimes I write the content myself. Sometimes I work closely with internal teams to shape, edit, and sharpen what already exists. Some organizations bring me in for a specific project. Others keep me around as an ongoing thought partner.

Politely Unasked Questions

  • Propolis is a company of one. Your brand's narrative is my sole focus. When a project needs a designer, a developer, or another specialist, I bring in the right people, but I remain your single point of contact. No brief gets lost in translation.

  • You may not. But sometimes an outside perspective helps, especially one that has spent 12 years doing exactly this, across industries, organisation sizes, and content surfaces.

  • A fair thing to ask. I work with a small number of organizations at a time because the kind of work we do requires it. If I can't give a project what it needs, I won't take it on.

  • Thought you’d never ask! We always start with a conversation. Tell me what you're building, what's working, and what isn't. I'll tell you what I think, and whether we're the right fit.

Tell me what you’re building.