Content Marketing

Successful content marketing can provide significant returns when deployed effectively. We believe in building high-quality content backed by data. We utilise technology and data analysis to ensure the success of our clients’ content within their target market, rather than an approach of “publish and pray”.

Our Approach

With a dedicated in-house content team, we take a tailored approach to each and every piece of content. From pillar content to onsite blog content, a single video to a full content marketing strategy, we take the time to fully understand your business; analysing historical content, audience demographics, seasonal search data, brand tone of voice, USPs and so on.

What we do

Onsite Content

Whilst onsite content typically focuses on blog content production, it can also take the form of videos, infographics, press releases and beyond. To position your brand as an industry influencer, we can form and develop comprehensive onsite content strategies, focusing on delivering true value to your brand’s target personas to keep them coming back for more.

Offsite Content

Offsite content production has a bad rep after years of underhand link building campaigns. We’re ending this stigma by doing it the right way. Clean link building is still one of the main drivers for referral traffic and is key for building online authority in the eyes of the search engines. We work to develop relationships with trusted industry publications before placing highly-targeted content on their website. Over time, we build you a list of contacts that becomes a vital asset to your brand, allowing you to hold the relationships for years to come.

Pillar Page & Functional Content

Improving relevance and ranking efficacy by placing SEO-optimised content on key pages is vital to any content strategy. Not only does it need to be compelling to your customers, but easily understood by the search engines. Ongoing content optimisation strategies ensure incremental search engine growth and user conversion, for the keywords and users that matter the most to your business.

Alternative Content Types

Every channel responds differently to different content types. That’s why it’s crucial to research and develop a strategy in order to produce the right content that works. This can be anything from an editorial piece, long-form article or press release, to an infographic, video, podcast, social media clip, and so on.

Seasonal Strategy

It’s all about timing. By utilising seasonal search volumes, marketing events calendars, historical ranking data and more, we can assess what content topics will work best for your website, when. Striking the perfect balance between relevant, seasonal content that will instantly draw users’ attention, and evergreen content that will remain relevant and popular for years to come, seasonal data leads the way to a well-rounded content strategy.

Natural Language Processing

Natural Language Processing (NLP) uses machine learning to reveal the structure and meaning of text and is now a core part of Google’s algorithm. In response, we created and calibrated a bespoke tool, Goose, that uses Google’s premium NLP engine to analyse text to establish how Google interprets the things we write. The tool can extract emotional magnitude, positivity and entities before lending us insight into the way Google processes text. This underpins and informs our onsite content production.

Chris Hopkins

Head of Brand - DUSK

Solid agency, nice team and great quality of work!