How We Make SEO Content That Delivers Results
We have more than 10 years of experience as the leading content marketing agency in North America, the UK and Australia. That’s given us ample time to develop and perfect an expert model of in-house content creation and blog writing services built on proprietary software, creative storytellers and hard metrics.
A typical Brafton blog post starts with data. Through analytics tracking, competitive analyses and industry conversations, we review what is currently performing and what has historically shown sustained results. We uncover searcher intent and collaborate with your team of business experts to scope out the topics that need to be written at that moment.
From there, we formulate campaigns centered on your core themes, marketing goals and target audience. We get the right eyes on the right content at the right moment.
Our stance on blog content is simple: If it doesn’t serve a purpose, we don’t write it.
Check out Brafton’s blog writing services in the UK.
Check out Brafton’s blog writing services in Australia.
10 years of experience has
given us ample time to perfect
an expert model of in-house content creation
and blog writing services.
Content Strategy Meets Commercial Goals
Blog articles are top-of-funnel assets intended to capture web traffic, define your brand and address customer pain points. Prospects have questions; blogs answer them.
A strong blog management and distribution strategy should serve as the entry point to your sales funnel. That’s why our creation process maps every asset to your commercial goals.
There’s a dollar amount attached to every blog post, and we aim to prove it.
Before we put pen to paper, we get to know the industry, the trends, the topics, the keywords, the audiences, the angles, the experts and the perspectives. Our content writers utilize SEMrush, BuzzSumo, Moz, Google Analytics, MarketMuse and other SEO tools to lay the foundation for their content.
View Success Stories
We’ve helped thousands of clients get results through blogging. See for yourself:
“Truthfully, Brafton has been an extension of our department. They’ve allowed me to build and grow what we can produce.”
– Melissa Hide, VP Marketing & Brand Development, FFVA Mutual
“We’ve had a number of the pages [Brafton] created go to the first page. One has been our top converter for free trials.”
– Heather McLean, Customer Communications Manager at eSpatial
“We’ve seen a consistent increase in the number of visitors and time spent on our blogs year-over-year.”
– AnneMarie Campbell, VP of Marketing, Lightning Labels
Fill your blog with engaging content that your audience is already searching for. Every blog article begins with a content mapping process, for which your professional writer will first answer questions like:
- What is the purpose of this article?
- Who will read it?
- What do the best performing articles on this topic include?
- What do they leave out that your brand can answer?
- And more.
Carefully planning the direction, purpose and tone of each blog article means each deliverable has a place in your marketing strategy and will provide meaningful information to blog visitors.
You may want content for a multitude of channels outside of your own site as well. Our professional writers can also draft guest posts to help your brand reach wider audiences and build relationships, ghostwrite LinkedIn bios to optimize your team’s social media presence and more.
Search Performance Briefs
Supercharge your custom content with our proprietary Search Performance Briefs. These are SEO-targeted roadmaps that reverse-engineer the top results for a particular keyword or phrase.
SPBs take an analytical approach to the content planning process, and involves:
- Evaluating the target keyword to determine which topics to address and which semantically related keywords to include throughout the piece.
- Identifying searcher intent through SERP analysis.
- Using SEO tools like SEMrush, MarketMuse and more to determine the appropriate content depth for the topic.
- Competitive analysis to ensure your content serves a purpose to your audience.
These documents have helped our clients rank for thousands of keywords across hundreds of industries, driving interest, traffic and ROI.
Promotion and Distribution
A blog content strategy doesn’t stop with content creation. Once you have high-quality content on your blog, you need to ensure your target audience knows about it. That’s where promotion and distribution come in.
Your dedicated CMS and project manager can help you discover the most lucrative channels on which to share your articles. That may include building out an email marketing strategy, organic and paid social media posts, content syndication and more.
No matter what plans you have to promote and distribute your content, we can help. Between our professional social media team, consulting experts, technical integration specialists and more, we can make sure your content is found easily by the people who need it most.
Just like anything else, good content ages.
Trends change. New information is uncovered. Plus, your brand is not the only one speaking to your target audience, and eventually, someone else will aim to knock your content down the SERP.
We’re here to protect your positioning with a copy refresh. We will update your content with current information and ensure it covers all the necessary subtopics. An effective content upgrade can improve your ranking, drive more traffic and, most importantly, ensure that your site has the most up-to-date, relevant information.
Blog UX Redesign
Your blog articles might be excellent, but how is your blog homepage? The usability and appearance of your blog and website significantly impact your reader’s experience and impression of your brand.
Our experts will evaluate your website and ensure users can find and navigate the blog easily, and that it reflects your brand’s look and feel. Additionally, we can help ensure your site is accessible, responsive and fast-loading—all critical components to top-tier SEO and UX standards today.
What’s even more eye-catching than custom imagery? Video! Our video blogs let you deliver quick, engaging video content to your audience that’s easy to consume. Embed video blogs into articles on the same topic to add dimension and a multimedia element to your site. Or, use them as stand-alone assets, giving them their own page on your blog, sharing them on social and more.
Branded Imagery and Illustrations
A blog with no color is just a boring page of text. Add interest to your content with branded illustrations, GIFs and infographics that support the key points of your blog articles. Our graphic designers create on-brand imagery that fits into your blog posts, or can be used in social posts, email content, sales decks and more.
We organise our editorial team so that each blog writer develops subject matter expertise in a range of business sectors. Common verticals include:
Our goal is to connect your company with an expert writer who already has years of experience creating web content for your industry and your audience. This shortens the learning curve and makes copywriting with authenticity in your niche a piece of cake.
But blog writing is only half complete if it isn’t personalized with your company’s expert opinion. Our professional blog writing services include conducting interviews with your staff, gathering intel from your sales team and integrating your brand mentality into everything we produce.
We call it Blogging 2.0.
Writing for Humans, Not Search Engines
If your blog strategy is still based around high-level keyword targets, intricate backlinking schemes and formal, mechanical writing, it’s time for a course correction.
You’re a human. Your readers are human. Our blog content writers are human.
Our blogging services are led by professional writers who hold degrees in various specializations, including journalism, English, creative writing, marketing and education, to name a few. Throw in several MAs, MFAs and PhDs for good measure as well.
We are professional journalists, published authors, live-lit performers, entrepreneurs, teachers and writing consultants. We’ve got the best.
Higher organic rankings are achieved through consistent, strong articles that serve user intent, not gaming search algorithms and dousing your content in keywords.
Every day, search engines become more human—they’ve actually outsmarted the engineers who built them. You need blogs that make a human impact.
Why Your Blog is Your Brand
Your customers have more content options than ever, which makes search engine optimisation and topical authority paramount to your blog strategy. To outrank competitors, your business blog should follow a few creative content writing guidelines:
- Stay on brand.
- Post fresh content but not more than a few times a week.
- Write toward specific site visitor personas (not every reader is a buyer).
- Understand the commercial value of each visitor.
- Have clear calls to action.
- Include custom illustrations and videos.
- Optimise for social sharing.
- Update older posts and top-performing posts.
- Be 100% relevant to users.
Because blogs are often the first touchpoint with prospects, you have only one opportunity to make the interaction count. Your blog is your brand.
The goal of our content writing services is to propel your brand to the forefront of your industry one blog post at a time.
Blogging as a Strategy
It’s not enough to simply have a writer produce blogs. A true content marketing strategy comprises a variety of asset types, distribution channels and promotion efforts.
We use blogs as part of a comprehensive approach to inbound marketing ROI, and you should too. This involves turning gated assets into blog posts, collaborating with social media influencers, guest blogging, embedding rich media like custom graphics and videos into all content, sending out email newsletters, inviting real-time feedback from readers and much, much more.
That’s what quality is.