Content is a ranking factor
Search engines made content quality and freshness key factors in ranking. All things equal, the site with better content outranks the one with less. Regularly updated, unique pages improve organic visibility on their own.
Content marketing strategy · Content writing
Content that ranks, convinces and converts
A great design draws people in. Content is what convinces them to buy. We plan, write and promote the pages, posts, emails and social content that earn rankings and move prospects through your funnel, with a strategy behind every piece. Without one, success is a matter of luck.
- 1,052%More appointment requests, one content program
- 35Featured snippets won for that client
- 175Pages in Google's quality guidelines we write to
- In houseWriters, editors and SEO on one team
Why it matters
Great design draws people in. Content makes the sale.
Quality content helps potential customers decide, and it drives people to the site in the first place. Review what you have with a content audit, find out what to do differently this year, and set goals you can measure.
Design attracts, content convinces
The common misconception is that a great-looking site is set up for success. Design gets attention. Content is what convinces a potential customer to pull the trigger.
It compounds
A page that ranks keeps bringing visitors long after it is written. Each new piece adds to the library, the authority and the traffic.
What we create
On-site and off-site content, one strategy
A well-thought-out plan covers every part of your online presence, from your website to paid ads to the content you provide to third parties, so the image and message stay consistent.
Website and landing page copy
Clear page content that tells a first-time visitor who you are and what you do within a minute, with easy links to more.
Blog posts and articles
Fresh, unique posts written to Google's quality criteria and mapped to the questions your customers search for.
Pillar pages and guides
In-depth resources that establish expertise, earn links and win featured snippets.
Product and category content
Ecommerce descriptions and category pages that rank and sell, not manufacturer boilerplate.
Email campaigns
Newsletters, nurture sequences and promotional emails, with subject lines tested and optimized.
Social media content
Posts, captions and creative that extend each piece across the channels your audience uses.
Case studies and press releases
Proof and news, written to be read and to be found.
Content audits and plans
A review of what you have, what is working and what is missing, then a keyword map and calendar for what comes next.
How we work
Audit, plan, create, promote
Whether it is a new website or a rework of an existing one, content planning sets the site and its search placement up for success. Done effectively, the plan gives every page a keyword and a job.
Audit
Review your current content and its results: what ranks, what converts, what is thin, duplicated or missing. Then set new goals.
Plan
Audience, business goals and keyword research become a content plan: a keyword map and strategy for every page, so no two pages compete for the same search and every target is covered.
Create
Professional writers produce the content to the plan, edited and optimized by SEO specialists, in your brand voice, on a calendar.
Promote and measure
Social media and email push each piece out. Rankings, traffic, engagement and conversions are measured monthly and the plan adjusts.
Structure and the funnel
Draw in prospects. Convert them to customers.
Effective content is a balancing act. Too much and people get bored and move on. Too little and they leave to find the details elsewhere with no guarantee they come back. And great content is not enough on its own: it has to be structured so it makes sense, easy to navigate, and built to guide a prospect from first visit to purchase to review.
- 1Attract
Content that answers what prospects search for brings them to the site for the first time.
- 2Inform
Structured, easy-to-navigate pages tell them what you are about quickly and let them dig deeper when interested.
- 3Convert
Well-positioned calls to action prompt the next step in a way that feels comfortable and creates a desire to move forward.
- 4Delight
The experience finishes with the customer fulfilled, leaving a positive review and looking forward to returning.
What makes content great
- 01Useful
Visitors want to know what is in it for them. Make it credible, interesting and engaging.
- 02Aligned
With your business goals and your target audience, serving that audience's needs and questions.
- 03Unique
A fresh perspective on the topic, not a repeat of what everyone else is saying.
Clear, informative and interesting at every stage of the process, with calls to action positioned where the reader is ready for them.
Get more conversions
Do it yourself
How to write successful content
Nine rules our writers follow on every piece. Useful if you write your own, and a fair test of anyone you hire.
- 01Make a content calendar and plan
Decide what gets published, when and why, before anyone starts writing.
- 02Write a great headline
The headline earns the click and sets the promise the piece has to keep.
- 03Hook them with the introduction
The first two sentences decide whether the rest gets read.
- 04Write for your target audience
Their vocabulary, their questions, their level of expertise.
- 05Write in a unique brand voice
Consistent personality across pages, posts, emails and social.
- 06Use an outline
Structure makes the piece clearer to read and easier to scan.
- 07Include actionable tips
Make sure readers learn something they can use.
- 08Use trust factors
Data, sources, examples and credentials that show the content is researched and authoritative.
- 09Promote it
Social media and email put each piece in front of the people who will share and link to it.
More on why it matters: 10 reasons content marketing is important for business.
Content that paid off
What a content strategy looks like in numbers
A medical practice grew appointment requests more than tenfold on content alone. The rest paired content with SEO.
Medical
+1,052%appointment requests
Content Marketing Grows a Medical Practice More Than 1,000%
Goal conversions up 670%, keywords in the #1 position up 102%, and 35 featured snippets won.
Read the case studyReal estate
+1,504%organic traffic
Exponential Growth for a Real Estate Agency During COVID-19
Goal completions up 1,396% and conversion rate up 33% during COVID-19.
Read the case studySenior living
+315%organic traffic
315% Organic Growth Shows the Importance of SEO
New users up 344% and 114 keywords in the top five for Melody Living.
Read the case studyLegal
+113%more sessions
SEO Services for Lawyers Increase Leads
Users up 97% and new users up 98% for a law firm in a competitive market.
Read the case studyPrivate aviationAward
+109%organic traffic
Private Jet Charter Wins a Global Marketing Award for SEO
New users up 127% for Trilogy Aviation Group, plus the Global Marketing Awards trophy for best SEO travel campaign.
Read the case studyDental
+99%organic new users
Dental Practice Doubles Organic Users and Wins the Map Pack
Organic sessions up 81% and goal completions up 17% with local and technical SEO.
Read the case study
Content marketing questions
Frequently asked questions
01What is a content marketing strategy?
A plan for what content your business publishes, for whom, where and why: which pages and posts to create, which keywords and questions each one targets, how it fits the sales funnel, how it is promoted and how its results are measured. It covers your website, blog, email, social media and the content you provide to third parties, so your company projects one consistent message everywhere.
02Do you write the content, or just plan it?
Both. Our team plans the strategy and professionally writes pages, posts, product content, emails and social content to Google's quality criteria, edited and optimized by SEO specialists. If you have in-house writers, we can supply the plan, keyword map and editing instead.
03How is content priced?
Per piece or per word, at competitive rates with quick turnaround, or as part of an SEO program where content is produced within your monthly hours. The content audit and plan are quoted as a project. Ask for a quote and we will recommend the structure that fits.
04How often should we publish?
Consistently beats frequently. A realistic calendar you keep, typically two to four quality posts a month plus page improvements, outperforms a burst followed by silence. The plan sets the cadence your goals and budget support.
05How long until content affects rankings?
New pages are usually indexed within days and start ranking for long-tail phrases within weeks. Competitive terms take months as the page earns engagement and links. Results compound: the library you build keeps working.
06What does a content audit include?
An inventory of your existing content with traffic, rankings and conversions for each page; identification of thin, duplicate, outdated and missing content; a keyword gap analysis against competitors; and prioritized recommendations with a plan for the year.
Free content audit
Let us help with your content marketing.
Tell us about your website, your audience and what you want content to do. We will audit what you have, show you the gaps and quote a plan, or just the writing, whichever you need.
- Free, no-obligation quote within one business day
- Straight answers from the people who will do the work
- Or call sales now: (719) 577-4404