Content marketing services
Search engine optimised content that gets you found
Content marketing services
SEO driven content marketing strategy that connects with your customers
The Content Marketing Team is an independent agency based in Leicestershire which works closely with you on developing your SEO & GEO content marketing strategy, alongside a wide range of content marketing services, all individually designed to drive up revenue.
Our team of experts create engaging content, aligned with your campaign objectives, which is then published and promoted across owned, earned and paid media for the best possible reach and return.
Our content marketing services include content creation, content enhancement and content consolidation across the following areas:
- website copy
- Search engine optimisation (SEO)
- Generative engine optimisation (GEO)
- UX writing
- conversational design
- blog posts
- social media
- explainer videos
- case studies
- white papers & reports
- infographics
- how-to guides
- photos
- website design and development
Plus much more besides. Contact us to find out how our SEO & GEO content creation services can help you better engage your customers.
What is content marketing – and why do we need it?
Joe Pulizzi, founder of The Content Marketing Institute, defines content marketing as
a strategic marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action by changing or enhancing consumer behavior.
We believe that great content helps to build trust with your audience – a relationship, if you like – early in the buying cycle, which can, in turn, improve conversion.
The aim of effective content marketing is therefore to create an interest in your brand’s products or services rather than explicitly promote your brand itself.
Your audience should see you as a trusted and valuable source of information, to whom they will come when they make a decision to purchase.
What are the processes for effective SEO content creation?
We find that a systematic approach to the creation of good content pays dividends in the long run.
1.
Research
Firstly, like any great relationship, we want to get to know you. Find out who you are. What you like. And dislike. Who your customers are. And who you would like them to be.
We also take a baseline for how you are performing online. And how well you rank for your preferred keywords and phrases. That way we can measure how effective our work has been with you.
We then develop customer personas to reflect these customers (you may have just one or you may have several that you need to individually target in order to grow your business) before mapping out their buying journey and any obstacles to buying.
Lastly, we agree goals for each piece of work, in order to be able to assess its effectiveness once it has gone live.
2.
Create
As a team, we believe that effective content should be well optimised, visually engaging, relevant, consistent with your brand and appropriate in tone for your selected audience.
And so we spend our time designing content that is the perfect match for you.
Your content also needs to work hard for you, which is why search engine and generative engine optimisation is crucial.
It informs everything we create and is at the core of our work with you: all our content should help improve your organic ranking on search engines such as Google as well as AI-driven search engines and conversational interfaces.
3.
Publish
Once created and signed off, we work with you to publish and promote the resulting content across owned, earned and paid media, for the best possible reach and return.
4.
Measure
It is not enough to simply produce good content. In order for it to be great, it has to work. And to measure this, we assess it against a number of different, previously agreed, performance indicators for short, medium and long term impact.
Setting the tone: ensuring your brand voice is consistent
Matching your audience’s preferred tone is key. So is ensuring that your brand voice is consistent throughout.
Fans of cask beer may well prefer an entirely different tenor to consumers of caffeinated energy drinks. Just as followers of classical music might be addressed differently to fans of hip hop.
There is no ‘one tone fits all’ when it comes to effective content marketing.
Knowing all about your customer personas should then determine how you engage with them – and selecting the right tone is an important aspect of that.
How does content marketing work?
Done well, effective content marketing will help you rank highly on search engines such as Google, simply because it is relevant to a user’s search.
93% of online experiences start with a search engine and that 70% of the links that are clicked by a user are organic, not paid.
If your content matches search intent, your chosen audience is more likely to stay on your page, lowering your bounce rate.
With the advent of AI-driven search engines and conversational interfaces and rise of zero click searches, ranking for generative engines, (also know as GEO), is increasingly important. Content created by The Content Marketing Team is therefore optimised for both SEO and GEO.
Effective content marketing needs to be measurable
One of the keynotes of effective contenting marketing is that it has pre-determined metrics and that its effect can be measured.
Typically, these measures can be considered over a short, medium and long term.
So, for example, early stage indicators of success might be page visits, impressions, post likes, content views and downloads, social engagement or an increase in the number of followers.
More medium to long term stage indicators of success might include lead generation, revenue allocation and sales.
With the increase in zero click search and concern about optimising for AI, making sure your content is performing has never been so important.
These effects can take time to materialise but they tend to be long lasting. There is rarely a quick fix. Think of content marketing as a longer term investment.
Want a great content marketing campaign?
What does SEO & GEO content creation cost?
At The Content Marketing Team, our pricing is straightforward and transparent.
The cost of your content marketing campaign will depend on its complexity and the time it takes to design, develop and promote your content.
Want to create a great content marketing campaign?
Find out how we can help.
Find out more about The Content Marketing Team
Contact us to find out more about The Content Marketing Team, our work and how we can help you.
FAQs about Content Marketing
What is content marketing?
Content marketing is a strategy that brands and businesses use to create and distribute valuable, relevant digital assets to reach new audiences and cultivate existing ones. Done well, content marketing activity can build trust, encourage engagement, and convert users into buyers.
Examples of content marketing can include:
- Blogs
- Web content
- Email newsletters
- Podcasts
- Social media posts
- Videos
- White papers
- Graphics and infographics
- E-books
Why is content marketing important?
Content marketing is important for many reasons. First of all, it can get your brand in front of new people, improving your visibility. People will see information from you where they’re already spending their time – whether that’s on Google or on social media platforms.
Having a great content marketing strategy can improve your rankings on the Search Engine Results Pages (SERPs) and on AI tools, helping you to get seen more often. It establishes you as the expert in your field and builds trust with your buyers.
How does content marketing differ from traditional marketing?
When we talk about content marketing, we’re often talking about digital, or online marketing, rather than other, more traditional mediums such as print. Content marketing fosters loyalty whilst advertising chases immediate sales but needs constant funding.
Content marketing is usually less about promoting your products and services directly and more about answering a need with helpful information… where your product just happens to meet that need!
Content can remain on your channels forever (unless you decide to delete it), unlike some other forms of advertising, which have a shorter shelf life, such as television or newspaper adverts.
What types of content work best?
Content marketing works best when it’s thought of as a complete strategy, rather than a piece of content in isolation. What type of content works best for you will also depend on your brand, and it’s good to try new things to keep your audience engaged.
An effective content strategy will have clear goals and KPIs, and make use of evergreen, seasonal, and trend-led content.
In our opinion, your website is your most valuable platform because it’s owned by you. You’re not held hostage by ever-changing algorithms (although Google updates can be a challenge!) or by sudden changes to the platform.
How does content marketing support SEO?
Content marketing is crucial in your SEO strategy. Your blog posts, product descriptions, category pages, and landing pages can all be optimised for different keywords, helping people to find your content when they need it most.
Building a wealth of content on your subject matter helps to position your brand as an expert and builds trust, both in the eyes of Google (where it’s known as E-E-A-T) as well as your users. Search engines also recognise a website which is regularly updated, so a good content marketing strategy can help to ensure this happens.
Is content marketing still effective with AI search?
The short answer to this is yes! Content marketing is absolutely still effective when it comes to AI search. Techniques and strategies have developed over the last few years, but the basic SEO principles have remained the same.
We’re now thinking in terms of Search Everywhere rather than optimising content for just SEO. Search Everywhere considers every digital channel as a potential search engine, including AI platforms, social media channels, and marketplaces, rather than focussing on traditional search engines like Google and Bing.
There are certain methods we can use to help content perform well for AI search, including adding FAQs, structuring pages with clear headings and bullet points, and using simple language that’s easy to understand.
What makes content “valuable”?
Content should always be valuable. First and foremost, it should be valuable for your readers, and secondly, it should be valuable for your business to support your strategic goals.
For content to be valuable to your users, it should be either useful and informative or entertaining. You can find out what will be useful by conducting keyword research to discover the queries your audience is searching for. It also helps if the content is unique and can’t be found elsewhere.
To add value to the content for your business, consider:
Repurposing
Can this content easily be turned into other formats for use elsewhere? For example, could a blog post become an Instagram carousel, or could a podcast be filmed for YouTube?
Longevity
How long will this content remain relevant for? If it’s seasonal, can it be reused next year?
Does it support other business goals?
For example, a blog post from a food wholesaler featuring their suppliers may help to strengthen their relationships, as well as being useful to their audience.
How long does content marketing take to work?
This is the million-dollar question, and we have seen different results throughout our years of experience. We’ve seen some of our content work produce incredible results as soon as one month after it’s been published. But as a rule of thumb, it usually takes between three and six months for content to consistently rank in search results and drive significant organic traffic. (source: Ahrefs)
Is social media content part of content marketing?
Yes, social media content is a part of content marketing. Think of content marketing as the broader, overarching term that encompasses every piece of content that’s created by a business.
It’s up to you whether you manage social media content and website content as a separate strategy, but remember – content works best when it’s all working together towards a common goal.
How important is E-E-A-T in content marketing?
E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) is crucial in content marketing as it is part of Google’s algorithm which determines which websites rank higher in the search results.
E-E-A-T is not a ranking factor in itself, but Google aims to provide results from sites with a good E-E-A-T rating for its users. Optimising for this can improve rankings, click-through rates, trust, and conversions.
These guidelines also serve as a bit of a pushback against the rise of AI-generated content, prioritising content that has been created by real humans who know what they’re talking about. Experience cannot be replicated by machines.