Content.

There’s no getting away from the fact that great content is fundamental to earning top rankings on the SERPs, and we’re fully behind that. But there’s so much more to be had from producing great content, too.

A full-funnel content strategy should be an essential part of your wider marketing strategy as well as your organic search one, especially when you consider that great content can also increase engagement, drive sales and conversions and generally position you as a voice of authority in your sector.

And we’re strong believers in content with purpose, and that means knowing why you’re creating every piece of content that you launch and how it fits into your wider strategy.

We’re proud to boast our own in-house content team that spans both content strategy and content production (including written, visual and video content) alongside our SEO and digital PR teams, putting us in the perfect position to plan, produce and promote content that works hard for your brand.

Google’s been increasingly at war with low quality content for many years, but recent months has seen this ramp up in the form of the Helpful Content Update (HCU).

And this makes it more important than ever to have a solid content strategy integrated into your wider SEO efforts, working to produce and promote content that’s nothing short of the best it possibly can be.

Your content must deserve to rank, and that means more than just careful considering of the content on the page.

Helpful content means that which users find useful and get value from. Not content that’s written primarily for search engines or to a certain word count.

It’s all about user-first content at every stage of the funnel, and that’s where our teams’ experience is at its best.

Content creation, to us, is the result of detailed research and collaboration with your in-house experts, carefully thought-out content design and understanding what a user actually needs to take away from the content before we even start to think about writing.

And it’s this quality of content that deserves to rank.

But that’s not just it. There’s also E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) to consider. And working closely with our SEO team means our content creators are working, at all times, to position your people as subject matter experts; leaning on their unique experiences to add value to the content and, in turn, demonstrate their expertise and build authority and trust.

You can’t rank on the SERPs with content that cuts corners, and we’ve been known to joke that there needs to be an extra E added; E-E-E-A-T (Effort, Experience, Expertise, Authoritativeness, and Trustworthiness). After all, there’s usually a clear link between the effort a brand puts into their content and it’s performance.

We’re not a content shop. We don’t sell content by the word as some agencies do.

Why? Because every piece of content is different. Some need more detailed research than others, and some will need a greater level of design input. For us, it’s all about focussing on the outcomes.

Whilst we typically undertake both content strategy and the production of that content on behalf of our clients, we’re also able to work on a strategy-only basis, where our strategists work closely with your in-house content creation team.

Let’s chat more to determine your goals and how our content team can support on these.