Content Marketing Services

To get started with content marketing services, you will need the following documentation: 

• Customer persona(s)
• Product messaging

If you don't already have this documentation in place, then you might want to start with our Strategy Development services.

You will work with our in-house content creation team. Our writers are highly-experienced at writing effective marketing content that helps you to generate traffic and leads for your business. 

Our content creation process includes a comprehensive interview with a subject matter expert — usually a member of your team or one of your customers. We use this interview to inform what we write and ensure that we preserve your brand voice. You can learn about how we prepare to write content for you in this blog post. 

This will depend on what's right for your business. During your initial consultation call, we will look at your business needs, your buyer personas and the questions that are asked during the sales process. From here, we'll plan out your campaigns and specific content pieces. This could include blog posts, pillar pages, ebooks, interactive resources (e.g. quizzes). By working with ESM Inbound, you don't just get access to writers — our team includes designers, developers and marketing strategists. If you can imagine a content format, then our team can make it a reality. 

The time it takes to see results from content marketing depends on a number of factors. The amount of content you publish each month, the format of the content and the effort invested into promoting it. In most circumstances, you should start to see growth in organic traffic within the first three months. Content marketing is a cumulative process so the rate of growth increases over time. If you promote your content through social media, email marketing and paid traffic then you will see results much faster. 

Outsourced content creation comes with a number of challenges. Ensuring consistent tone of voice, controlling cost and project management. We've written a blog post that addresses the most common hurdles and what we've done to either mitigate or eliminate these concerns. 

SEO shouldn't be an afterthought when it comes to content creation but nor should you be 'writing for Google' instead of humans. Good SEO for content creation combines thinking about content topic clusters, long-tail keywords and internal/external linking. Above all else, the content should be valuable and well written. You can learn about a few SEO considerations for content creation in this blog post. 

'Quality' might sound like a subjective term when it comes to content but there are many ways you can ensure that your content marketing meets the grade. Every agency should have their own content QA process — you can read about how ESM Inbound QAs every single piece of content in this blog post.