Content Marketing & Content Effectiveness

We’ll make your content marketing effective: more clicks, better rankings, and more sales. Publishing blog posts is easy, but an effective content marketing strategy which actually results in sales is hard.

We can bridge the gap with what we call “content effectiveness”.

“Content effectiveness” is our term for making sure you get the most out of your content marketing. By this we mean the metrics that matter: not just clicks and visitors, but sales and enquiries.

Your search results and sales: up and to the right. Screenshot from an existing client.

You’ll get a focused list of “revenue keywords”, existing content edited or new content created to rank highly for those keywords, and then content promotion, rank tracking, and conversion monitoring to maximise your results.

This is content marketing, but actually effective. Whether you’ve been trying content for a while and have seen disappointing results, have a moderately effective strategy already, or want to make sure you start this out properly, this is for you.

If you’re persuaded already, you can get in touch here.

Need more information? Here’s an imaginary Q&A with some of the queries you might have.

🗣This sounds very promising, but can you talk more about the method you use?

Absolutely! This is our tried-and-tested method: we’ve done this with other WordPress businesses and know it works. It’s not “magic”; it’s a thoughtful, data-driven approach to content marketing.

Here’s what we’ll do for you:

1️⃣ Identify a list of keywords which can bring in revenue.

These are your “revenue keywords”: the search terms people who are plausibly ready to make a purchase will use.

We’ll research and prioritise these for you based on a number of factors, including search volume, how difficult the term is to rank for, likely purchase intent, and our in-house “conversionability” score.

We have experience doing this, and we’re good at it: the end result is a list of keywords we’ll target for you which can actually bring in revenue.

2️⃣ If you have underperforming existing content, we’ll optimise or re-optimise for revenue keywords.

This ensures you get maximum benefit from the investment you’ve already made in content marketing. Any content you have on the second page or below is a candidate for improvement.

We’ll edit both the keyword optimisation and make sure content is suitable for ranking well. Google rewards content which answers a searcher’s query and ensures they don’t have to come back to the search page.

You’ll get your existing content edited so that this is the case, and it suitable sells your products or services.

3️⃣ Create outlines for new content based on the target keywords.

You’ll see the content effectiveness really kick in at this stage: we’ll create blog post outlines based on the target keywords. These are summaries which signpost everything a post which can rank highly should cover.

So that you get efficient content marketing, we’ll identify the most appropriate external writers for you to work with to get these written; this is both cost effective and gives your content production whatever scale you need.

We sit between you and the external writers to ensure the writer gets an outline which enables them to write the most effective post possible for you, that this is properly edited, and then published on a regular schedule.

This ensures you get maximum value from your new posts.

4️⃣ Content promotion to ensure you reach initial readers and get good initial rankings on search engines.

This part is often overlooked: promoting your content to ensure it reaches a good set of initial readers, and search engines get the signal “this is good, it should be ranked highly!”.

Whilst it’s often overlooked, it’s also a key reason why content marketing efforts are often not effective.

You’ll get this taken care of: we’ll promote your content in the most appropriate places, most likely within the WordPress community. This includes industry newsletters, social sharing sites, and weekly roundups. We have good relationships with the people who make make and run these, and will utilise these for you.

The result is your content is seen by people, has a much better chance of ranking better, and can deliver more sales.

5️⃣ Keyword and conversion monitoring to maximise your results.

Once content is published and promoted, the work doesn’t stop! We’ll now monitor how your content ranks for its target keywords and how many conversions it delivers, and proactively work to improve these.

Using this data we’ll often tweak content: we often add more detail on a section related to a particular keyword, for example, or make the sales pitch for your product stronger.

With one client in 2018 we doubled sales from all their blog content by improving how we presented the “now get the product” section of their post, based on the conversion monitoring.

We’ll also do off-page optimisations, including adding appropriate internal links and proactively reaching out to external sites for quality links.

Your result is the results from your content marketing get better and better over time.

🗣Okay, thank you for that detail. That looks very impressive, but I need to know who else you’ve done this with, and the results you’ve created.

Sure! We’ve done this successfully with clients, and we’ll only recommend going ahead if we’re confident we can do the same for you.

We can’t share all the details publicly, but we can tell you for a client who has this as their main marketing channel and was already getting good sales from content, we doubled the quantity of sales they make from content last year.

If you’re interested, get in touch and we can talk about this in more detail.

🗣 You’ve clearly done this successfully with other WordPress businesses; how do you handle working with competitors?

We don’t work with competitors 🙂 Whilst everything comes under the “WordPress” umbrella, it’s likely there are only a handful of direct competitors targeting the same revenue keywords.

The vast majority of the time there thus aren’t any issues. If you’re especially concerned about this then please let us know when you contact.