Content marketing is the process of creating and promoting content to your audience. In short, it’s a great way to provide value to your customers, drive traffic to your website, and convert visitors into buyers.
We’ve worked with many clients to do all three and this is the process we use for each:
When we first start to work with a client, we want to find out more about your company, your goals as they relate to content (what do you hope to achieve via Content Marketing?), and your customers themselves.
This way we can develop a strategy that will define what type of content to create, how often to create content, how to promote it, and overall, how it will help your business to grow.
In our initial onboarding, we generally spend the first week or two defining each of these points. For one, we’ll send you an onboarding worksheet that will ask you things about your business such as “Who are your top competitors?”, “What are you doing now to gain customers?”, “Describe your ideal customer”, etc.
Much of the content we create is aimed at bringing in traffic via Google. While we will promote this content to your email list, your social media accounts, and possibly forums to attract initial visits, often the goal is to bring in search traffic month-over-month. We do that by focusing on SEO.
The first component of creating an SEO focused piece is Keyword Research. This is the process of identifying search terms that your target audience searches for and that your website can actually rank for. Some search terms have higher search volumes than others and some are more competitive than others.
In this stage, we will identify a list of opportunities to target that sit in the “Goldilocks Zone” (A keyword or search term that receives a significant enough amount of searches yet the competitiveness of that keyword is low). Meaning, we will have a higher chance of ranking for that keyword.
With this research done, we can begin to craft content ideas that revolve around these keywords.
With keyword research done, it’s time to come up with content ideas to target those specific keywords.
In most cases, we will write a blog post or resource piece in order to target that keyword. Therefore, we will come up with a list of article ideas/titles that revolve around that topic.
With a list created, we will run the ideas by you first and decide on the best opportunities.
With Jawfish, you’re never in the dark about the status of your Content Marketing.
In order to keep you up-to-date on everything that is going on, we use a project management tool called Trello.
For each client, we create a Trello board that is organized into different lists such as “Queue”, “Writing”, “Promoting”, etc. You will have full access to this board where we will add content ideas and articles that we are working on. Everything is organized into its own list so you can see exactly at what stage each content piece is in.
When writing an article, we have three basic stages: Research, Writing, and Editing.
Any research needed to put together the article is handled by one of our writers. However, we may ask for your input when applicable and if there’s anything you already have on-hand, that is helpful too.
Then, one of our writers will write the piece in Google Docs. All of our articles feature SEO best practices such as including the target keyword in the page title and using appropriate sub-headers to break up the content.
Once the piece is completed, we post the link to your Trello board and you can review the document in Google Docs. Using Google Docs, you can easily suggest edits or make any comments on the article. We will then make any edits as necessary until you are satisfied with the piece.
Once the article or blog post is cleared by you and it’s ready to go, we will also post it to your website for you. Many of our clients use WordPress. With WordPress, we have a tool to automatically post the Google Doc to your WordPress website as a blog post.
But, if you don’t use WordPress, no worries. We can manually post to any CMS you are using. In any case, we make sure that the piece is optimized for SEO when it is posted to your website.
Every piece we publish is optimized for SEO. Areas we check include:
If you don’t know what all of these are, don’t worry. We know our stuff and we’ll be happy to explain each point in detail.
Promotion is a huge part of Content Marketing that is often missed. You can not simply publish a blog post to your website and expect people to land on it randomly. You need to promote it.
Especially for the sake of attracting links. Links to your article or page are known as “Backlinks” and they are vital for ranking higher in Google.
During our onboarding process, we’ll determine a few of the best ways and places to promote your content based on what type of followers you already have and where your target customers spend the most time. But, this may evolve over time.
Some of ways we promote content include:
We’ll almost always send out an email to your list when we publish a new piece of content. This is fairly standard and we’ve used many different email platforms to do this (ex. MailChimp, SharpSpring, Active Campaign, etc.)
However, going a step further we may additionally think about setting up email automation to promote your content. For example, when a new person signs up to your list, they automatically receive an email with links to some of your best blog posts. This can be a great way to promote past content.
Again, we almost always post to each of your social media accounts when we promote a new piece. However, some more advanced techniques involve using Facebook ads and retargeting to get new visitors to a particularly influential piece of content.
Additionally, we may use a service like Quuu Promote to promote your blog post on different Facebook and Twitter accounts in your industry.
Publishing to forums can be tricky when it comes to promoting your company (even if it is a helpful piece of content that this audience would likely enjoy). Usually, the best way to do this is through advertising such as a display ad on the forums or something like Reddit ads.
However, there are a few industries with forums that will allow you to promote your latest content such as the marketing and sales space with sites like Inbound.org and Growth Hackers. If you are in one of these industries, we can use these sites to further promote your content.
Influencer outreach is a manual process of reaching out to influencers in your industry (such as bloggers, YouTubers, etc.) that have the power to share and link to your content. This can be huge for attracting backlinks.
Of course, in order to do this, we have to send them something extraordinary. We only use the best pieces of content on your website in order to reach out to these people.
This is a time-consuming task but it can reap some huge rewards in helping your content to rank in Google or even be shared by a person with a large following.
While Content Marketing can differ from company to company, we do have a few set plans to help you choose the best option for your company. However, if one of these plans do not fit your needs, simply reach out to us and we’ll be happy to put together a custom quote for you.
|Content Project Management||Yes||Yes||Yes|
|Blog Posts||1 per month||1 to 2 per month||3 to 4 per month|
|Social Media Promotion||Yes||Yes||Yes|
|Forum & Facebook Promotion||Yes||Yes||Yes|
|Content Upgrades||No||1 Basic Content Upgrade Every 2 Months||1 Advanced Content Upgrade Every 3 Months & 1 Basic Content Upgrade Every Month|
|Keyword Ranking Reports||No||Yes||Yes|
|Submission to “Fetch by Google”||Yes||Yes||Yes|
|Post Blog Post to Website||Yes||Yes||Yes|
|Client Calls||1 Hour Per Month||1 Hour Per Month||2 Hours Per Month|
|SEO Blog Post Optimization||Yes||Yes||Yes|
|Pricing||$1,000 Per Month||$2,500 Per Month||$3,500 Per Month|
All of our Content Marketing Retainer Plans require at least a 6-month contract. This is required so that we can dedicate the time and resources in order to create successful content for your business. SEO and Content Marketing takes time to deliver results, so by putting this contract in place, we can also ensure that we have enough time to deliver you the results you are looking for.
As mentioned earlier, we use Trello to manage the content production process. We create a board specifically for your company organized into Research & Ideas, Queue, Writing, Editing, Promoting, and Done. This allows us to create a content calendar and share the status of each piece in the content production/promotion process.
We don’t create low-value, “fluff” pieces. All of our blog posts are at minimum 1,000 words long. We won’t write anything shorter than that. Ideally, we like to have content that’s in the 1,500 to 2,500-word range. Longer content tends to perform better in search and is perceived as more valuable.
We promote each blog post using your social media accounts. We use Buffer to manage and schedule posts across all of your social accounts.
We promote each blog post across different forums or groups in your industry when possible. For example, Inbound.org or Growth Hackers in the marketing space. We will define these places in the onboarding process and as we continue our relationship.
Here we create a simple email for each blog post to send out to your list. We can use any email platform you are using. Some of our favorites include MailChimp and SendinBlue.
A content upgrade is an added piece of content that a visitor signs up for in exchange for their email. This is one of the most effective ways to grow your email list. Here we will create a content upgrade to be used on a specific (or multiple) blog posts across your website. We will then set up the call-to-action and email capture for the corresponding content upgrade.
A basic content upgrade would be something fairly short like a checklist or PDF of a blog post. This would also include a simple design. An advanced content upgrade would be a piece that is more in-depth like a short eBook. This would also have a more complex yet professional design.
During the first month, we complete initial keyword research to identify opportunities to target when creating content. This is an ongoing process that we complete every month to generate content ideas.
Each month we will provide you with a report for keyword rankings. This is done using Ahrefs. We set up an account for your company with Ahrefs to keep track of rankings.
By using “Fetch by Google”, we can request to have newly posted blog posts indexed. This can be helpful in ranking quicker. We do this for every blog post or new page.
We will post each blog post to your website. Many companies use WordPress for their blog or website. We have an automated process for posting blog posts (created in Google Docs) straight to your WordPress site as a draft. We then publish it live from there. However, we’ve worked with other systems and would be happy to learn whatever CMS you are using.
Here we will create a custom graphic for the header or featured image of your blog post. This helps with branding and making your content stand out more.
These are the number of included hours in your package price for consultation and update calls.
Here we ensure each post has a keyword driven title, uses meta descriptions, appropriate alt tags and other on-page SEO ranking factors.