Everyone knows content is a key element of every marketing plan and most people find it quite easy to get started. But how do you maintain a regular flow of content that is relevant and aligned to the key issues of your target audience?
And how do you ensure that the content you create is optimised for SEO so that it gets found by your prospects? Effective content marketing needs to be based on insights and keyword research and needs to support the buyer's journey.
Insights Content Cycle
Not all content is equal. We create content for our clients based on insights identified by our PR and SEO teams.
This data-driven content helps to position our clients as thought leaders. It's timely, aligned to the latest key issues of their target audience.
And it gets found as it includes the keywords their audience is searching for, including those all-important robots that power the search engines. We call this the Insights Content Cycle.
In addition to insights-driven content, we also help our clients to clearly demonstrate their knowledge around specific topics that they really want to be known for.
We do this by creating Pillar Pages which are detailed web pages that contain detailed information on a specific topic.
Orbiting around these Pillar Pages are a variety of supporting materials that all relate back to and support the topic on the Pillar.
Combined, this creates a Topic Cluster which is hugely powerful both for SEO, as search engines love them, and for website conversions, as they help to move a visitor through the funnel.
When it comes to content there is almost an endless variety of formats that you can use. Having a variety of content is important as some people are visual whilst others prefer detailed copy.
What's important is that you include visually appealing, well laid out content that is accessible to your audience, whether on desktop or mobile. And all of that content needs to optimised for SEO.
So often we see fantastic content that just doesn't work on mobile or the lacks any SEO. This means that the investment made in creating the content is then negated and in some cases even delivering a negative experience with the audience.
We'll help you to create a range of content that your target audience will want to engage with that is also optimised for the search engines.
"The essential agency consistently delivers, shows the highest level of performance, professionalism and dedication to not to only getting the job done, but doing it to the best possible standard. I can calmly and confidently recommend them over any other creative agency I have worked with in the past 12 years."
Kimberly Tee | Maverick AV Solutions
"I love working with Essential. They always get it right, on-time, and on budget. The team is smart, strategic, hands-on and humble. It's a pleasure to work with this agency."
Deborah Szajngarten | Codecademy
"Essential are Essential to us. They are simply an extension of Team Treehouse and deliver inspiring, engaging, fresh content that wins us work with the right clients."
Helen Westendorp | Treehouse Partners Ltd
What our clients say
Here's what a few of our clients have been saying about our content marketing services.