SERVICES

Content Development

Content Dev

Dive into the world of impactful content development. Discover how our expertise can elevate your brand while learning about our dynamic strategies and our clients' success stories.

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, each targeting 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 who have a higher chance of moving down the funnel.

Link-Worthy Content

This original newsworthy content appeals to top-tier writers and leads 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

On the surface, our process is deceptively simple.

Identify gaps and opportunities in your marketinng funnel.

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

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.

How we make link-worthy content

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 relatable and emotionally resonating angles.

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 blend topical concepts (those relevant to your brand) and tangential concepts (those still related but more general than your brand offering).

This gives us a breadth of publisher options when we start pitching your content.

Our work

We take our original research 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.