Content Development

Great content can:

Increase your
brand’s authority

Rank in
relevant SERPs

Build impressive
backlinks

Expand your brand
awareness

But we’ve been in this business long enough to know that a single piece of content can’t achieve all of your goals. You’ll need a large, healthy mix of content types tailored toward a specific objective.

We generally categorize content in two buckets, as each targets different audiences with different interests.

Rank-Worthy Content

This content on your site is seen as relevant, accurate, and authoritative by Google and, thus, ranks accordingly.

It targets searchers you have a higher chance of moving down the funnel.

Link-Worthy Content

This content is newsworthy and original, appealing to top-tier writers and leading to media coverage and links.

It targets a broader audience to build brand awareness.

Of course, there is overlap (and everyone loves those rare, glorious projects), but this is how we approach our content plans at scale to dramatically increase the likelihood of success.

How We Make Rank-Worthy Content

The Process

On the surface, our process is deceptively simple.

Technical SEO

1.

Identify gaps and opportunities in your marketing funnel.

>

2.

Unearth the search intents of your target audience that match those opportunities.

>

3.

Produce quality content that supplies the information being searched for and is superior to everything currently ranking in the SERPs.

Translation?

Your Target Audience’s
Relevant Questions

+

Your Authoritative
Answers

=

Better Rankings

Behind the scenes, it involves significant research to ensure the content we create is the strongest bridge between what your audience is looking for and what content makes sense for your brand to provide.

Sure, you can optimize specifically for search engines, and we do — including semantically related keywords, formatting everything correctly, etc.

But when your priority is helping your audience, you’re serving Google, too. The algorithm wants to rank what’s most helpful, so that’s always our priority.

The Product

Once we have a list of all the subjects we should address, we create a series of what’s called pillar + cluster content (aka parent + child content).

Basically, we create primary content pages that cover the more general topics, and then we complement them with more specific articles within that same topic area.

Why?

It’s an effective way of building your authority in topic areas in the “eyes” of Google and your readers.

Check out our work with NVISION as an example.

We produced 248 pages in the pillar-cluster format.

EXAMPLE PILLAR CONTENT

Guide to laser eye surgery in 2020 (types, costs, and more)
EXAMPLE CLUSTER CONTENT

Does laser eye surgery fix color blindness?
The result?

The content led to a 436% increase in organic traffic and a 42% increase in calls and form completions.

See the full case study

Trust us. This works.

How We Make Link-Worthy Content

The Process

The core element of link-worthy content is that it has to be newsworthy. No writer is going to publish something that’s been said before or is lacking in evidence.

To get respected publications to link to your projects, we do three things:

Research what topics are compelling in your space, including what has worked in the past and what has yet to be explored.

Ideate around that gained knowledge, focusing on angles that are relatable and emotionally resonate.

Develop original research and produce original studies and surveys that serve as the core of each content project.

The set of final ideas tends to be a blend of topical concepts — those pretty relevant to your brand — and tangential concepts — those that are still related but more general than you particular brand offering.

This provides us with a breadth of publisher options when we go to start pitching your content.

The Product

We take the original research we do and create modern, compelling content that communicates a story effectively and authoritatively. And we are capable of telling these stories in a lot of fascinating ways.


Moz Recommended Company Clutch Top Content Marketing Agencies 2019

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