Content Marketing explained in 2 minutes:
Our digital growth guide to scaling your business fast.
Our team assesses your website and competitors, targets high value keywords, and creates engaging and well-researched content for your blog that drives traffic from search engines, links, and social shares.
We know what works with over 7 years of content marketing experience. Your posts will strictly adhere to formats proven that drive traffic, inquiries and support sales.
We include graphics for free. Blog posts are formatted directly in your CMS to save you time. Once the post is live - we promote to all your social channels with 5 social posts for each piece of content.
Other writing services
Page structures based on proven methodology that drives results
Competitive content research
Proven headline formulas to maxiMIZE click through rates (CTR)
Editorial guidelines / writing style adherence
LSI Optimization (SEO) to maxiMIZE ranking (title, meta description, H tags, image alt tags)
Aligned to sales funnel / blog post offer to generate relevant leads and sign-us
Graphics & images to make posts are visually appealing
Formatting directly in Wordpress to save you time and make content flawless
Automated posting to save time and schedule content posting for your blog
5 posts to ALL your social channels per content piece
Unlimited revisions to ensure content you are 100% happy
“Sometimes have to remind myself that these guys are not our own internal marketing team, it's that seamless.”
8 of the top 20 viewed pages on site were blog posts
8 top blog posts drove 170,431 page views
810 inquiries from visits to the blog, with a conversion value of over $700,000
98,351 page views (14.81% of all website traffic)
Average time on page of 12 mins 34 secs (vs. site wide average of 1 min 55 sec)
13 backlinks earned
38 position 1 keyword rankings
To achieve this phenomenal result, we identified this topic as a high performer, then supersized the article!
"For the last 4 years, Inbound Craft have delivered our blog content, and we’ve seen our website traffic almost double EVERY year! The process couldn't be easier, we're practically hands off the whole process!"
Select goals and tie to KPIs
Building awareness ∙ Educating buyers ∙ Lead nurturing ∙ Engaging influencers ∙ Serving customers ∙ Cross-selling or up-selling ∙ Generating new sales leads ∙ Establishing your expertise. For each goal, select metrics to measure success.
Summarise each buyer persona
Job title ∙ Education ∙ Income ∙ Years in Role ∙ Pain point ∙ Motivation ∙ Needs ∙ Objectives ∙ Media ∙ Likes & dislikes ∙ Trusted sources ∙ Budget ∙ Key stakeholders ∙ Purchasing process
Map the buying stages
Each piece of content should fall within a stage of the buying cycle; from Awareness to Interest to Desire to Action. The goal of each piece is to move prospects down your sales funnel to become customers.
Map out your target SEO keywords
Content and SEO go together like fat kids and cupcakes. Don't start publishing content without researching search behaviour, assessing SEO competition, and selecting target keywords.
Build your Editorial Calendar
Know what's getting published, where and when. We create a 12-month editorial calendar tied to a production and publishing schedule so you have complete visibility of the strategy and delivery.
Develop each content topic
A topic is a content idea with a compelling title. It's where you get specific. Map each content idea to a buyer persona and buying stage. E.G. Customer Interview Case Study for the Decision stage.
Understand your medium
Where are you publishing the topic? And in what format? Blog post, infographic, video, PDF, guide, etc? E.G. Your Customer interview may be a video Case Study hosted on a Landing Page, delivered via email to warm leads.
Now that it's published, flog it!
Promote on your channels: Website, blog, e-newsletter, cross-promo in related content, etc. Social channels: Facebook, LinkedIn, Instagram, etc. Paid media: PPC, Facebook, banner ads, newsletters, etc.
Execute a lead nurturing strategy
Develop the rules around when a new lead is ready to be contacted by sales. Setup the systems to nurture and score leads by delivering quality content for each stage of the buying cycle.
The information prospects seek as they make purchase decisions varies immensely, and the types of content marketing you create should too. Use the checklist below to ensure you're providing the right content at the right time.
Attract the Right Audience
Spark a need and drive interest for a new project or solution by becoming a go-to resource which understand the market and provides POV.
Turn Prospects into Leads
Show brand and product value through key differentiators and props while showing how it supports the solutions.
Sell-in Solution Decks
Convert to a Customer
Show economic value and help the influencer become successful in getting approval by the decision maker.
ROI Case Studies
Custom Sales Enablement
Custom Executive Presentations
Q. Can’t we just use our Facebook Page?
A. Having an active social media profile is extremely important for some industries. However, there are many industries where customers go straight to Google to search for your product or service. In this case it’s essential to roll out an SEO and Content Marketing strategy. Ask us what makes sense for your business?
Q. Do we have to keep creating new content?
A. Google loves fresh quality content and it certainly helps to power up your social media and email marketing channels. However, we also keep an eye out for high performing content and will supersize articles rather than write new, often with fantastic results. One of our super sized posts still drives over 3,000-5,000 visitors a month and has been doing that for years!
Q. How long does content need to be?
A. SerpIQ conducted a study that looked in depth at the search results for more than 20,000 keywords. The average length of the top 10 results in SERPs, or search engine results pages, was around 2,000. In fact, the average number one ranked page had 2,416 words. We generally never write less than 1,500 words of quality actionable content.
Q. What do we do in highly technical industries?
A. Let’s say you are a brain surgeon. Maybe you’d like to know where we’re going to find a writer with that experience. The truth: we’re not. We have developed a format that in a 45 minute call with you each month, gives us enough high quality content, from your voice and expertise, to form 4x blog posts.
Q. We’re in a boring industry, will it work?
A. Yes! Some of our best results have come from so called boring industries. Usually this just means that there’s less competition for us!
Q. How do you measure the ROI of content
A. We ensure you you have Google Analytics goals set up on your website. You can then go to Conversions > Goals > Reverse Goal Path to see which content on your own website or blog leads to the most goal completions and assign a value.
Q. Should we put it on our site or elsewhere?
A. The answer is really both. You should focus on creating awesome content on your own website first, then branch out to other websites with high domain authority and/or high traffic to increase brand exposure and hopefully earn a link back to your website.
Q. Is content marketing a long-term or short-term strategy?
A. Content Marketing is a long-term strategy to drive leads, build authority and grow customer retention. Content marketing is a program, as opposed to a campaign and designed to span 6-12+ months.
Naturally after reading something informative that helps us out we want to learn more about the people that wrote the content. At that moment that person or business that provided you helpful information just went up in your estimation.
Now if the business was smart they would also have an irresistible download that provides even more value on the problem you are trying to solves, so much so that you’re happy to give them your email. At that point you probably just entered the first stage of a content marketing program.
In a nutshell content marketing is the art of winning business without pushy selling and you should be factoring this into your marketing strategy to reduce your cost per lead and attract more of your ideal clients.
Every single day there are thousands of potential searches about your product or service. How many of them end up on your website and how many of them end up with your competitors?
Have you ever wondered why some websites do so well on Google? Do you ever wonder why some products go viral on social media? The answer is so simple it should shock you when you realize how obvious it is. Good quality, engaging, interesting and useful content positioned to solve the problems of your best clients.
People use the internet to answer their questions via search, they use it to discover new things that their friends have endorsed through social media.
It doesn’t matter whether you want to attract customers through organic search, pay per click advertising or social media – if you want to convert your customers, you need quality and engaging content.
In order to get the results you see below your content needs to fall into one or more of these fours types: content that entertains or educates to raise awareness of your brand, followed by content to persuade or convert that takes the prospects through to purchase. That’s what we have done for these savvy businesses, take a look at the results:
This accommodation business has been on our content marketing program for a year and now enjoys an additional 4000 (avg) unique targeted visitors a month on to their blog which amount to 36% of their total traffic. With each new blog post that number continues to rise. Here is a graph of the last 3 months:
This industrial client is experiencing similar results. Their blog traffic continues to rise driving almost 7,000 unique visitors or 30% of total website traffic. We took the analytics a step further for this client and passed through the landing page to their CRM so they could measure exactly how many quotes were coming from their website pages. The sales copy and blogs we wrote generate over $200,000 in quotes per month – EVERY month!
Inbound Craft are the content marketing experts – in fact, content is an aspect of every single thing we do during the day. It doesn’t matter whether it’s crafting a Facebook ad, writing an email newsletter or article, or designing an infographic that explains something – it’s all content, and it all has a purpose, to attract, build trust and eventually convert customers – generating you more revenue through quality content. Together we’ll create, publish and promote awesome content content for your business that will create leads on demand like:
This industrial client is experiencing similar results. Ignoring the hiccups when they switched to 'Universal Analytics' ( new analytics version from Google) their blog traffic continues to rise driving almost 7,000 unique visitors or 30% of total website traffic. We took the analytics a step further for this client and passed through the landing page to their CRM so they could measure exactly how many quotes were coming from their website pages. The sales copy and blogs we wrote generate over $200,000 in quotes per month – EVERY month!
The days of spammy SEO or even worse, a static corporate website are long gone. Schedule a Free 30 Minute Strategy Call. We’ll get to know your business and discuss how you can generate more leads, more traffic and more customers from quality content.