SEO Content Marketing can be one of the most effective marketing channels for WordPress businesses, but only if done right. Most of our clients struggle with one or more of these content issues:
- Written or invested in content, but it’s not ranking
- Don’t know which keywords or posts people are clicking on
- Have some traffic but it’s not making sales
- Willing to try content but don’t know where to focus
- Don’t know how to prioritise content ideas
You might have also seen competitors or other people in the space doing content marketing successfully – so it must work – but can’t quite work out how to do content in a way that works.
We understand these problems, and can fix them. We call it “content effectiveness”, and it’s our process for creating content which results in sales. We’re market leaders at SEO Content Marketing.
This is content marketing, but actually effective, and we’re really good at it.
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.
We have two content products: we can either make sure you’re doing your content as effectively as possible, or we can take care of all of this for you. If this sounds like something you need, skip to the bottom of the page for more details.
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 process 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 our content effectiveness process:
1️⃣ Identify topics and 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 group these by topic cluster, aiming to build out areas of Subject Matter Authority that Google will reward.
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, and search intent. These are then checked with our proprietary AI that evaluates the chance a keyword has of making sales for you.
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 if 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.
We use commercial and custom Natural Language Processing (NLP) AI to ensure your posts have excellent topic coverage, and answer all the questions a searcher plausibly has. Google rewards content like this with the top rankings.
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.
🗣How do you use Ellipsis FALCON AI in your content process?
Ellipsis FALCON AI is our proprietary suite of AI content tools, specifically optimised for and trained on WordPress content.
We use FALCON to increase the success of your SEO Content. We see ~30% improvement in results from this. FALCON consists of a number of parts:
- Proprietary machine learning model that can predict if a keyword and title combination will get results, or not. We use this to ensure we only select the best keywords.
- Custom Natural Language Processing (NLP) for understanding topics in competing content. We use both commercial tools and in-house NLP to get the best topic coverage.
- World-class AI text generation for titles, metas, etc. We use custom GPT-3 models specifically focused on WordPress content in our process to generate options at scale. Note – we don’t use AI for writing content.
FALCON enhances our content process. We use it on all our Content Growth projects, and we can use it to enhance your content.
🗣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.
WordPress.com is the world-leading website platform. The marketing team wanted to improve their SEO Content results, but needed a partner who could mix content and WordPress expertise. Ellipsis fits that requirement perfectly, and we identified and are executing that SEO Content strategy:
“WordPress.com is the world-leading website platform. We wanted to improve our Content Marketing and SEO Content results, and started working with Ellipsis as we needed strategic content creators who were WordPress experts.
The Ellipsis team worked with us on creating SEO-optimized content, as well as thought-leadership content in conjunction with internal subject matter experts. Our work together was a flexible partnership, and we started seeing results in Google rankings from the first article.”Kasey Steinbrinck • Content Marketing Consultant, Automattic
Codeable is the leading WordPress development marketplace. The Codeable team knew SEO should be an opportunity for them, but they needed help identifying and executing the right strategy. The aim was to make SEO Content a major new marketing channel for Codeable. Ellipsis helped them do this:
“We knew SEO was an opportunity for us and we had an initial idea of how to approach it, but we didn’t need have the expertise in-house. Ellipsis helped us validate our approach, and then create a strategy for both technical and non-technical SEO Content.
The SEO Content strategy brought clarity on how to best maximise SEO and content to drive sales. After working with Ellipsis on the strategy, we’re now working with them on implementation to create SEO-optimised content for our site.
I’d highly recommend Ellipsis to WordPress product and service-oriented businesses!”Tina Kesova • Head of Marketing, Codeable
🗣 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. Some clients past and present are listed below:
🗣 Do you have different levels of service for content effectiveness?
Yes, we understand that different WordPress businesses need different solutions. You may have an existing team you want us to complement – or want us to take care of everything. Let us know what you’re thinking when you get in touch, and we can suggest the most appropriate option.
🗣 Alright, you’ve persuaded me! How do I proceed?
Great! Next step is to get in touch. We can discuss your content needs and take it from there. Our contact form is here.