Content Marketing.

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Genuine, on-brand content for people and search engines. We create, we optimise, we rank. It looks good and engages audiences as it should. With a helping hand from our content optimisation tool, Goose, along the way.

our approach.

"The content landscape moves too fast for a static approach led by run-of-the-mill best practice. We work differently, cutting through the fluff and opinion to dial into what powers performance for your industry, niche, and brand. It's content that's informed by data, delivers from month one, confidently beats AI and isn't remotely fazed by this month's tenth algorithm update."
Sam BrewinSenior Content Team Lead

Goose NLP optimisation

Tired of waiting three months to see if your agency’s content is any good? Our proprietary tool, Goose, connects to Google’s Natural Language Processing algorithms to let us optimise copy and immediately see exactly how Google perceives it. It means we can optimise large volumes of introductory content very quickly, providing a near-immediate boost to your organic performance — stats we then supercharge with our ongoing content production.

Your very own content expert

In other agencies, the people who produce your content are hidden out of sight, preventing you from accessing their expertise. They’re also often only trained in writing, meaning their work is only informed by a single part of the SEO picture. At Flaunt, your account team includes a content lead – your writer – who knows their way around GA4, keywords, content planning, CMSes and other things which typically sit with Technical SEO. They constantly talk to your PR and tech SEO specialists. Plus, they’re responsible and comfortable with communicating directly with you, eliminating Chinese whispers through an account manager. The result is content that’s produced with a multidisciplinary mindset that mirrors your requirements.

SEO content production

To rank in the top 3, you need more than words on a page. Yes, you need to mention the right keywords, but you also need to discuss the topic in enough depth, provide helpful answers, and display the long list of factors that comprise EEAT. And that’s not forgetting creativity — boring copy simply won’t sell. Ensuring your site ticks off all these things is our bread and butter… but £5 sourdough and Kerrygold, since all our content is founded on data, creativity, and interviews.

Experimentation

The SEO discipline is transforming at an ever-greater pace, with More Google updates, increasing volatility, and sky-high competition. One-size-fits-all isn’t good enough, so we’ve built experimentation into our approach. Through A/B testing, creative experiments, and an inquisitive mindset, we can develop your unique best practice. We’re not afraid to challenge you or too lazy to come to you with ideas. And if we/you have an idea for a new tool, our devs are more than happy to bring it to life — see Goose below.

Auditing, strategy and insights

Ranking well and getting users to convert is a mixture of art and science – you can’t just stick your finger in the air or rely on experience. To correctly understand what your content needs to succeed, you need to quantify the qualitative, understand whose content is the best and why, and plot a course to leapfrog them. We have several approaches – from granular EEAT audits to wide-scale page audits, to single-page deep dives – all designed to ensure our work is based on data and primed for performance.

Tone of voice and brand copy

Content and copy are two sides of the same coin. To win on the SERPs, you can’t just answer questions and provide detail. You need your brand to sing. We can help conduct yours through tailored tone of voice guidelines. These are informed by engaging workshops and one-of-a-kind TOV auditing that quantifies tone and helps you find a gap amongst your competitors. Our team’s deeper understanding of tone also results in more powerful brand messaging, intriguing whitepapers, and captivating thought leadership too – everything your business needs to be clearly heard above the rabble.

Your very own content expert

In other agencies, the people who produce your content are hidden out of sight, preventing you from accessing their expertise. They’re also often only trained in writing, meaning their work is only informed by a single part of the SEO picture. At Flaunt, your account team includes a content lead – your writer – who knows their way around GA4, keywords, content planning, CMSes and other things which typically sit with Technical SEO. They constantly talk to your PR and tech SEO specialists. Plus, they’re responsible and comfortable with communicating directly with you, eliminating Chinese whispers through an account manager. The result is content that’s produced with a multidisciplinary mindset that mirrors your requirements.

Experimentation

The SEO discipline is transforming at an ever-greater pace, with More Google updates, increasing volatility, and sky-high competition. One-size-fits-all isn’t good enough, so we’ve built experimentation into our approach. Through A/B testing, creative experiments, and an inquisitive mindset, we can develop your unique best practice. We’re not afraid to challenge you or too lazy to come to you with ideas. And if we/you have an idea for a new tool, our devs are more than happy to bring it to life — see Goose below.

Tone of voice and brand copy

Content and copy are two sides of the same coin. To win on the SERPs, you can’t just answer questions and provide detail. You need your brand to sing. We can help conduct yours through tailored tone of voice guidelines. These are informed by engaging workshops and one-of-a-kind TOV auditing that quantifies tone and helps you find a gap amongst your competitors. Our team’s deeper understanding of tone also results in more powerful brand messaging, intriguing whitepapers, and captivating thought leadership too – everything your business needs to be clearly heard above the rabble.

our clients

our experts answer FAQs...

Sam Brewin

Sam Brewin

What if I already have in-house content writers?

We understand how helpful it can be to have in-house copywriters – someone who knows your brand inside and out and who can jump across your comms at a moment’s notice. And that’s cool – we have lots of experience in supporting in-house content production, whether that involves briefing your writers, taking some of the most SEO-focused content off their plates, or simply helping them produce better content with expert insights; auditing, strategy and ad hoc analysis around content, keywords, and search intent. We can even provide them with training – because we’re not afraid to share our expertise to help your business grow quicker.

Molly Standring

Molly Standring

Is TOV really that important? Can't our copy just mirror our industry's TOV?

Tone of voice (TOV) is essential to the success of your brand. It influences what people think, how they feel, and the actions they take. It’s what directly connects you to your audience. So the more authentic you can be, the better. Every brand will naturally adopt it’s own TOV based on the industry it sits within. For example, B2B brands often take a more direct, informative approach, while an ecomms brand may take a more laid-back, colloquial tone that better suits their customers. When it comes to creating your brand voice, we strongly advise aligning your messaging with your overall brand values. This will ensure they’re echoed within everything you communicate, helping to shape the relationship with your audience. Be concise. Be consistent. Be engaging. Be memorable! It might just feel like words on a page, but investing the necessary time into developing a distinctive voice ultimately leads to a stronger connection between you and your audience, which means more sales and more success for your brand.

Mackenzie Brook

Mackenzie Brook

I have and need plenty of content, but how can I best organise it?

Do you ever feel you are writing an abundance of content for your site but never seeing rankings and performance move in the right direction? Maybe your content strategy is less of a strategy and more of a stab in the dark… this is why with great content comes great organisation! Your content marketing strategy relies on purpose and must provide value to users and serve search engines – this is where topic clusters come in. But what is a topic cluster? Everything is connected in the world of SEO content. Topic clusters are a way of organising your content, specifically core topics (pillar pages) and subtopics (supporting blog content). Each core topic is supported by several subtopics, and every subtopic links back to its respective core topic.

Amy Hobbs

Amy Hobbs

Why Are Expert Interviews Important For Content?

One thing we love to do in the Flaunt content team is chat with our client experts to get the nitty-gritty details on their niches. But why do we do this? Well, it’s not just because we love to learn new things (although we’ve certainly gathered a wealth of fun facts from our client interviews in the past) – it’s actually one of the best ways to help your content stand out from the rest. Google is focusing on providing users with helpful content—the most informative and beneficial content. This means that EEAT (Experience, Expertise, Authority, and Trust) in content is more important than ever. By using titbits of expert information that can’t be found elsewhere and weaving expert quotes attributed to an authority in your company into the piece, Google will recognise your content as extremely helpful, rocketing it to the top of the rankings.

Sam Brewin

Sam Brewin

Can I use AI to write my content?

LLMs are a helpful tool for gathering information for content that doesn’t require sourcing – stuff that’s common knowledge. Practically, they can also help jog a writer’s memory, provide a degree of structure for content planning, and interrogate data, like organising keyword lists or creating customer personas. However, as of May 2024, for any content which requires originality, EEAT, sources and statistics, or Madison-Avenue-esque copywriting, wholesale use of AI on your site will lead to performance drops.

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