Content Marketing remains the single best long-term strategy for achieving consistent and compounding growth in organic search traffic over time.
Great content starts with a clear, effective strategy.
We take a persona-driven approach by identifying and shaping a clearer idea of your customers. By speaking with and surveying your customers, we identify their needs, unique pain points, and buying decision triggers.
With these personas clearly-shaped, our content team’s main objective is to identify and solve content ‘pillars’ based around their pain points.
Content pillars are the thematic hub pages of a website. They ascribe topical authority in the eyes of Google. These are actual pages that most of your blog posts (and other forms of content) will link into and strengthen for SEO.
The primary deliverable of our content strategy is a detailed editorial calendar that maps out proposed content topics several months in advance. Our ongoing approach to content marketing is agile, and we fully expect to adjust some of your strategy along the way, but it’s important to have a clear road map before creating and publishing new content.
Our global team of content writers and editors create high-quality content across several major languages. This network is centrally-managed by our team in Sofia, Bulgaria.
We can also work with your in-house writers to execute the content strategy.
Content types and formats range from informative, editorial copy (e.g., blog posts, expert articles, whitepapers, and ebooks) to persuasive sales copy. We also produce visual and multimedia content, such as infographics and video.
Our content campaigns go through the following workflow stages:
- Content Brief – We develop a detailed outline with clear instructions for the writer on the primary persona, main topic, subtopics, sources of research, primary and secondary keywords, suggested internal and external links, and calls-to-action for the reader. The client always approves the brief prior to the start of the writing.
- First Draft – Based on the approved content brief, the assigned writer produces the first draft within 1-2 business days.
- Editorial – A member of Hop Online’s in-house editorial team then reviews the draft, provides feedback, and suggests improvements both from language and SEO standpoints. The editorial process usually goes through 2 rounds.
- Final Revisions – The writer completes a final revision of the content based on the feedback from Hop Online Editor and from the client.
- Publish – We publish the content on the client’s website or blog using savvy SEO-friendly formatting.
- Promote – we promote the content through social media to targeted audiences that resemble our primary persona.
Websites often have large amounts of content published from years past. Often, many of these pages rank competitively and bring quality organic search traffic to the site. In many cases, going back to existing content and re-optimizing those pages offers greater growth opportunity than creating entirely new pages.
Our goals in optimizing existing/indexed content are threefold:
- Boost a page’s overall search rankings
- Expand the number of unique keywords the page ranks for
- Improve click-through rates (CTRs) from search results.
Pages that rank towards the bottom of page one (or on the second page of search results) for highly-searched keywords make attractive targets for optimization. After prioritizing these pages, we take the following approaches:
- Rewriting page titles and meta descriptions to improve the uniqueness and attractiveness of the page’s appearance in search results. In the age of Google’s Rankbrain, a higher CTR can really boost a page’s search result ranking.
- Optimizing tags such as H1s, H2s and alt image tags for top keyword ranking opportunities.
- Creating new internal links to the page from other high authority pages throughout the site. Our team is careful to ensure that all new links are added to the pages in a natural way.
- Expanding the content on the page to target a wider array of semantically-related keywords.
After publishing a piece of content, a separate member of our Outreach team promotes it through social media networks like Facebook, Instagram, Twitter, LinkedIn, Reddit, and Quora. Promotion normally includes a Facebook ad campaign to boost the post’s reach and engagement.
By promoting the content piece among relevant online groups and communities (immediately after publishing), we create positive user engagement. This in turn tells Google that the content is high quality. Content promotion also increases the likelihood that someone will link to the page after reading, which further benefits SEO efforts.