Content Marketing Services
Create Content to Attract Search Engines and Engage Your Target Audience
Your brand deserves a customized marketing strategy. SEO-friendly content marketing delights your target audience across your website, search engines, and social media. The most effective content marketing strategy researches your brand voice and speaks to your ideal buyer.
Valve+Meter Performance Marketing designs a custom content marketing strategy for your brand including writing, designing, and promoting. Our digital marketing specialists craft the perfect blog article, video, case study, and social media post to help reach new audiences.
Content Marketing Services Designed for You
Your business has a unique brand story to share. Valve+Meter creates and promotes content marketing designed to attract the attention of your target audience and structured to perform across all search engines. Your methodically designed content marketing strategy includes:
- Dedicated content writers and creators
- SEO specialists
- Social Media
- Pillar Based Marketing
- Funnel Based Content Marketing
- Cluster Content Marketing
- Evergreen Content Marketing
- White Papers
- Case Studies
Attract More Leads and Increase Brand Enthusiasm With Content Marketing
A content marketing strategy creates high-quality content for your website. The most successful content marketing strategy increases website conversion rates, improves the visibility of your domain in search engines, and retains your ideal target audience.
Valve+Meter researches your organization, designs a comprehensive content strategy, and creates content for various mediums. The primary goals of traditional content marketing are to increase brand awareness, loyalty, and ultimately drive new and recurring revenue.
Valve+Meter goes further than this limited content marketing definition. When data-driven models are applied across your various channels, your marketing efforts accelerate. Blog articles, pillar pages, social media, videos, podcasts, and other content become far more effective. Your target audience is becoming more segmented across digital media. Data-driven marketing strategists distributing content across your channels attract leads to your site. Compelling content guides prospects from the awareness stage to decision.
Drive Leads, Delight Existing Customers, Fuel Your Flywheel Onward
At the core of great content marketing services is your brand story. Content marketing efforts are unique because you move beyond catchphrases and buzzwords. To truly engage your target audience with meaningful content, there are a number of content marketing campaigns to use.
All of our content marketing services begin with research into your organization. There is no “one-size-fits-all” solution for all industries and businesses. Our ThinkFirst process identifies your digital marketing needs and designs a content strategy for your audience and your goals.
Audiences, search engines, and all platforms reward frequent content creation. Based on the data about your business, competitors, and best practices for the various channels, Valve+Meter designs an editorial calendar to maximize the visibility of your content marketing strategy. Your dedicated account manager guides you through this strategy.
You will have access to dedicated content writers highly skilled in compelling content and SEO skills. Technology is rapidly advancing and user-generated content is essential to stay ahead of generic posts devoid of intent. Our in-house content writers and producers use the latest technology to craft relevant content to stand out from competitors.
Effective content is optimized by our SEO specialists. High-quality content is evergreen for your users. Our SEO specialists apply best practices to earn long-lasting benefits for your search visibility. Many digital marketing campaigns publish blog posts and social media posts without a complete SEO review.
Online content marketing must consider two key factors: your target audience and the algorithms that reward your content marketing efforts. Ignoring best SEO practices is akin to a drop of rain into the ocean. A complete content marketing strategy signals algorithms about the quality of your latest blog post, video, or services.
To increase brand awareness and accelerate online visibility, content marketing strategists at Valve+Meter distribute content across the ideal platforms for your plan. Blog content, video content, social media marketing, and other distribution platforms aid inbound marketing. Your content marketing campaign is designed to increase engagement that lasts far longer than paid ads.
Your content marketing services only begin when you hit publish. At Valve+Meter Performance Marketing, our marketing strategy doesn’t rely on bots and backlink farms to promote your website. Your great content will be rewarded by search engine algorithms and ongoing performance marketing strategy.
Our analytic tools report on the performance of your digital marketing. As a specialist in content marketing, Valve+Meter uses a long-term strategy where a complete content market strategy builds a vast network to tell your brand story. Each blog post, pillar page, case study, infographic, and video strengthens the whole and increases the flow of traffic to your website.
Your account manager provides clear reporting on the growth of your content marketing strategy. Because data drives our decision-making, Valve+Meter is capable of identifying Google trends and adjusting your marketing content accordingly. With clear insights into performance, you have greater control over your content marketing strategy.
Elements of Content Marketing
While industry trends change and only content marketing techniques are constantly evolving, your potential customers will always need answers to their query. When you work with Valve+Meter, your dedicated account manager and SEO content specialist remain deeply focused on the long-term growth of your brand and building your reputation.
Content marketing is distinct from other marketing strategies because the core elements place your audience ahead of the transaction. When you focus on creating and sharing valuable content, rather than on selling products or services directly, both potential customers and search engines trust your credibility. Our content marketing team focuses on building relationships with your customers over time, rather than on making a quick sale. This strategy builds a wealth of valuable online content for a variety of channels including blogs, social media, email, and even paid advertising.
Content Marketing Campaign in Four Steps
A more distilled definition of content marketing for businesses who have previously relied on paid digital marketing or a fractured approach to marketing efforts includes:
1. Create valuable content: At the heart of content marketing is valuable content. Our copywriters, designers, and creative craft people-focused content that resonates with your potential customers and existing customer base. In essence, content marketing is the mission statement of your brand, business, or organization.
A key distinction between a content marketing agency and conventional digital marketing is the dedication to brand storytelling. As the next section examines, content marketing services can use many different structures to tell your story and establish relevance with audiences.
2. Promote your content: In essence, it doesn’t matter how visionary and engaging your content is. Audiences can only enjoy and engage with your content if it is optimized for SEO, social media platforms, and other channels. Optimized content includes keyword research, strong titles, effective meta descriptions, and a completely formed SEO content strategy.
Once you apply these elements, there are many different ways to promote your content, such as sharing it on social media, submitting it to directories, earning backlinks from high-authority websites, and guest blogging. The most effective way to reach your target audience is to use data to track performance and adapt content marketing strategies to increase visibility.
3. Build relationships with your audience: Content marketing is about your target audience. The adage of putting the customer first is essential to content creation for inbound marketing. Valve+Meter includes graphic designers within our content marketing services. This places users at the center of images, videos, storytelling, and all other branding materials.
When you create valuable content that places people at the heart of the story, over time your audience becomes your advocate.
4. Drive profitable customer interaction: Content marketing services are founded on the concept of the flywheel. Attracting potential customers is the first phase of the flywheel. This is the ultimate goal of every marketing strategy. This stage may also be referred to as awareness because people understand there is a potential solution to their problems.
Unlike a conventional paid marketing campaign, content marketing holds the interest of a potential customer for an extended period of time. Many buyers need to consider whether your business or organization solves their unique problem. By telling the complete story, content marketing helps progress toward the decision phase.
The final stage is delightful. The most successful content marketing campaign keeps customers engaged after the purchase. In this stage, content marketing is effective for demonstrating the value of your products and services. For many industries and markets, there is a predictable buyer cycle. Content marketing can bridge the interval between purchases by keeping your audience brand aware and enthusiastic.
Content marketing is a powerful strategy that can help you achieve your business goals. By creating valuable content, promoting it effectively, and building relationships with your audience, you can drive the flywheel forward. New customers build on your existing audience base. Each cycle generates more revenue and sustainable growth is realized.
Why You Should Invest in Content Marketing Services
Within a broader digital marketing strategy, high-quality content functions as a magnet for organic traffic. When executed properly by SEO strategists, there are profound benefits of investing in content marketing.
Attract New Customers
The ultimate goal of content marketing services is to increase revenue. When you create valuable content that is relevant to your target audience, you will attract people to your website. Because content marketing can be adapted to any medium, new traffic can come from organic search, social media, and other sources.
Build Relationships With Customers
Highly relevant content provides value to existing customers. At Valve+Meter, our content marketing team and graphic designers build dynamic content that is engaging. Strengthening brand loyalty helps to perpetuate the sales cycle, earn credibility, and benefit from referrals. Content marketing is more likely to be shared and earn inbound links than other forms of marketing.
Increase Brand Awareness
Content distributed across your site helps to earn search engine results. Properly structured content benefits your entire brand domain. When you create and share valuable content on a consistent basis, you are increasing brand awareness. This means that more people will be aware of your company and what you offer.
Create a Community Around Your Brand
When you create valuable content that people enjoy reading, watching, and interacting with, they will be more likely to share it with their friends and colleagues. The credibility of your brand will grow and with it comes the enthusiasm. This can help you create a community around your brand that can help you attract new customers and grow your business.
All online marketing should increase brand awareness but often miss a clear call to action. Content marketing strategists use data to target specific keywords and reach your ideal audiences. Search engine results pages are where most people are first introduced to your brand. When these people visit your web page and read your content, there should be a clear next step. Optimized content marketing includes links to contact forms and phone numbers. When your content marketer is generating quality work, visitors convert into leads
Unlike paid advertising, organic content is a single expense with long-term value. The best content marketing is evergreen. SEO services can optimize content when algorithm updates occur. Keyword research, proper structure, and other best SEO practices can help blog articles grow in visibility for years. Generally, inbound marketing which includes content marketing services yields far more value in the long term than paid media.
Improve Your Website’s Ranking in Search Results
The primary reason content marketing is so valuable and provides a great ROI is the impact on search visibility. Especially when content marketing services are structured properly, your webpages consistently earn higher positions in search engine results pages. Google and other search engines rank websites based on a number of factors, including the quality and relevance of their content. By creating high-quality content, you can improve your website’s ranking in search results. For long-term brand health, a carefully planned content strategy helps your domain meet all ranking factors in organic search.
Key Ranking Factors for Content Marketing
Organic search refers to any results in the SERP that are earned. Generally, domain authority, which includes relevance, distance, and prominence, is most closely monitored. All of these elements are enriched by content marketing. Specialists at Valve+Meter create content that considers all ranking factors to increase website traffic.
The quality of your content is one of the most important ranking factors. Your content marketer will work with your organization to enrich your content. Your content must be well-written, informative, and engaging to earn the attention of audiences and search algorithms.
The use and strategic positioning of relevant keywords throughout your content signal search algorithms about the relevance of your content. Keywords help people find your content when they search for those keywords. Incorporating highly specific keyword phrases into your content marketing helps to reach the exact target audience you seek.
Backlinks are external links from a third party website to your website. These inbound links are a sign that other websites trust your content, which can help your website rank higher in search results. Content marketing that provides unique insights and information is more likely to earn backlinks from high-authority websites. The use of high-quality videos and infographics can quickly earn the attention of third party websites.
Google and other search engines like to see fresh content. A steady publication schedule is essential to content marketing strategy. Even for high-performing content, revisions, optimizations, and the addition of new graphic design elements strengthen search visibility.
Social Media Shares
Content marketing that is well-structured and enjoyable is more likely to be shared. Just like inbound links, social media shares are a signal to Google that your content is popular. Make sure you are sharing your content on social media and encouraging your audience to share it as well.
Content marketing is a rich resource to help you achieve your long-term marketing goals. As well as performing well in search engine results, the best content marketing has the potential to earn backlinks, increase social media performance, and when structured properly keep your audience enthusiastic about your brand.
Common Methods of Structuring Content Marketing
With dozens of types of content marketing, the structure of the content is vital to success both for the user experience and for search engine optimization. Because high-quality content marketing has a longer lifespan than paid ads and other digital marketing campaigns, a sound structure is key.
A logical structure helps user experience which is paramount. Content marketing services also build structure to improve search visibility. In performance marketing, Valve+Meter uses three primary structures that each offer distinct benefits.
Funnel-Based Content Marketing
This method involves creating content for different stages of the marketing funnel. This is the most traditional structure used by content marketing services. For example, top-of-the-funnel content would aim to attract new visitors and generate awareness. The next layer, middle-of-the-funnel content, focuses on educating and engaging prospects. The final wave of content marketing, bottom-of-the-funnel content, is directed toward converting leads into customers.
In this structure, the language is key. Top-of-the-funnel content focuses on informational keywords that demonstrate a solution. Potential leads have a problem and are asking for a solution. To attract new leads, content marketing strategy is careful to demonstrate value.
Middle-of-the-funnel content blends informative keywords with a transition toward transactional keywords. Transactional keywords can create a challenge at this stage, though. If leads are still gathering information, transactional keywords can transform engaging content into sales pitches.
Bottom-of-the-funnel content primarily uses transactional keywords to convert leads to buyers. Transactional keywords capture the attention of people who have made a decision but need to follow the steps to buy your products or services.
Funnel-based content marketing primarily considers diction and syntax. This is very important in understanding the perception of the buyer’s journey.
Cluster Content Marketing
Creating a group of interrelated pieces of content, typically centered around a central topic or theme, is highly effective for both user experience and SEO. These pieces of content can be in different formats including blogs, videos, white papers, and case studies. Linking each creates a comprehensive resource for the audience.
For the long-term benefit of your domain, internal links and URL structure are incredibly important. Internal links, backlinks, and the hierarchy of your website structure signal algorithms about what content is most valuable on your website. Content marketing services use cluster content marketing to signal the preferred landing page.
For example, in a hub and spoke blog structure, a central page is placed at the hub. A series of smaller blogs link internally to the central page. When you have a page that needs greater visibility, new content marketing can improve performance and health. Without structure, similar pages may compete with one another on your website. Cannibalization of content is the primary reason blogs and other short-form content fail to reach audiences.
Evergreen Content Marketing
This involves creating content that is always relevant and useful, regardless of the time of year or changes in trends. Evergreen content can attract traffic over the long term and provide a steady stream of leads. There are three subsets of evergreen content including:
- Seasonal content: This includes creating content that is tied to specific events or seasons, such as holidays or sporting events. This content can help to generate interest and engagement during those times, but may have a shorter lifespan.
- Influencer content marketing: This method involves partnering with influencers in a particular industry or niche to create content that promotes a product or service. The influencer’s audience can help to amplify the reach of the content and generate interest in the brand. The value of the content and the reputation is directly related to the influencer, though.
- User-generated content marketing: This involves including content that is generated by the audience or users of a product or service. User-generated content can help to build brand loyalty and engagement, as well as attract new customers. There are similar risks associated with user-generated content as with influencer content.
These are just a few examples of conventional and commonly practiced content marketing structures. These are effective but there are more advanced models emerging.
Pillar Based Marketing
At Valve+Meter, we use advanced content marketing. It is the evolution of funnel-based, cluster content, hub and spoke, and evergreen marketing strategies. Pillar-based marketing strategy places your most prominent content at the top of the URL structure.
All other content supports the pillar both in terms of the value of content and the hierarchy of the website. In this content strategy, internal links signal the parent page is the pillar. Content creation including blogs, videos, seasonal content, influencer, user-generated, and other types of content work to improve the visibility of the pillar page.
In this structure, the sum of all content strengthens the pillar. Thus, all content marketing efforts flow in a cohesive and deliberate direction. When properly designed and structured, content marketing drives growth in organic traffic across your website and social media channels. The benefit to users is quickly landing on the page that answers their questions and helps them through the buyer’s journey. In some cases, the pillar page is a long-form piece of content featuring the entire funnel from top to bottom. In other cases, you may want to drive traffic to a primary product or service page.
The ideal structure for content marketing varies on the goals of your business and your industry. When you consult with Valve+Meter, our experts recommend the ideal content marketing strategy and then plan what types of content marketing will benefit you.
Types of Content Marketing
Content creation takes many forms and can adapt to suit the specific channel. At Valve+Meter, content marketing services are designed to build in scope over time. When considering how the structure of your content marketing strategy benefits the long-term growth, you must define the mediums content marketing assumes.
Content marketing is often considered an auxiliary component of your primary website content. For most small to medium-sized businesses, pillar pages within the main navigation are the most important landing pages. At Valve+Meter, on-page optimization and complete content creation for these pages improve SEO performance and therefore should be considered within your greater content marketing strategy.
One of the most common content marketing mediums is the blog post or blog article. These articles are published on a company’s website and provide its audience with informative and engaging content. When blogs are structured properly, the impact on your search engine results can be extraordinary.
Blogs are used by businesses to announce news, entertain audiences, demonstrate brand lifestyle, showcase reviews, and offer platforms for guest blogging and influencers within the field. A key to a consistent content marketing strategy is operating an educational blog. This builds credibility with users, authority with search engines, and prominence across your market.
Unfortunately, within digital marketing proven content strategies are often neglected. Some content marketing agencies produce extensive blog writing without using a data-driven editorial calendar and best SEO practices. For many businesses whose prior experience with blogs consists of short-form posts that have little impact on brand awareness, a comprehensive content marketing strategy can transform your perspective.
As the next section will consider, the use of long-form content can empower primary pillar pages. Examples of this include ultimate guides that offer a deep dive into a specific topic. Within complex and niche industries, long-form content can provide data and analysis on a particular topic, product, or service.
Content marketing utilizes long-form articles as an anchor for relevant shorter blog posts. This helps to keep your website organized to improve user experience. Long-form content also provides context for a series of videos, webinars, and even FAQs about your brand.
Social Media Posts
Short-form content published on social media platforms can help increase audience engagement and attract new users to your website. For decades, Facebook, LinkedIn, YouTube, Twitter, and Instagram have helped engage users with a company and promote the brand name. TikTok, Reddit, Tumblr, Pinterest, and other emerging platforms are invaluable in reaching users where they already spend their time. Content marketing services cull blog posts and long-form content for rich snippets to share across social media.
Photography and video content can be used to promote a brand, showcase products or services, or provide educational content. As technology rapidly advances, the use of video across your site and all channels connects your ideas to wider audiences.
A visual representation of information or data that is designed to be easily understandable and shareable. Content marketing services use infographics that are optimized for SEO. Within organic search, social media, and in many industries infographics help disseminate complex ideas into dynamic and effective information. Infographics are a rich resource for image searches and are more likely to earn backlinks from high-authority domains.
Like other long-form content, Ebooks provide in-depth information on a specific topic. For B2B content marketing, Ebooks have long been used both in on-page viewable formats as well as downloadable formats. When you use a content marketing company to create an Ebook, there should be a comprehensive strategy to promote and distribute the content including a dedicated social media and email strategy.
Thought leadership within many industries is key to building credibility and gaining networking opportunities. White papers are in-depth reports that provide detailed information on a particular topic or problem. The content within white papers can be segmented and used across many channels.
In B2B marketing and in some B2C markets, the use of case studies is an effective form of digital content marketing. Content writers explore how a company’s product or service helped solve a specific problem or challenge for a customer.
Audio content can be used to educate, entertain, and engage with a company’s target audience. As branded content creation becomes more vital to help a business grow, an overall content strategy should be applied to all mediums including audio.
Building dedicated channels for video content can be effective from simple lifestyle brands to the most complex industries. Online presentations or events that provide educational or instructional content to audiences can be powerful. The scripts of webinars can be generated from blogs, white papers, or case studies. Original content from webinars can also be incorporated and dispersed across multiple channels. When the content is optimized for SEO, both the original webinars and new blog content can increase organic traffic.
In many businesses, audiences engage with regularly published emails. Specialists who create optimized content for email help the broader content marketing team help your brand messaging effectively reach your audience.
Content Marketing For Engaged Audiences
There are a number of additional types of content marketing that pertain to existing clients, brand enthusiasts, and engaged audiences. There is a key responsibility for content marketers to be responsible with their audience.
When working with a content marketing agency all of the communication across your website and various channels should be considered. From the hold messaging on your telecommunications system to the font choice on your print ads, content strategy informs how your business is perceived by new audiences and your existing base. Some channels to consider for engaged audiences includes:
- Email marketing campaigns: Targeted emails sent to a company’s subscribers to promote products or services, provide educational content, or drive conversions.
- Interactive polls, quizzes, and assessments: Engaging and interactive content that helps audiences learn more about themselves or a particular topic. Feedback from your audience can gain insights into their preferences.
- Online courses and tutorials: Educational content that is delivered online and can be used to teach a specific skill or provide information on a particular topic.
- User-generated content (UGC): Content created by a company’s customers or followers that can be used to promote a brand or product. This can exist outside of your control of content marketing and therefore must be monitored and understood.
- Virtual events and conferences: Online events that provide educational or networking opportunities to a company’s target audience.
- Microsites or landing pages: Targeted web pages designed to promote a particular product, service, or campaign. Often these are used for paid ads or product launches. Content marketing services should also be consulted for these pages.
- Live streaming: Real-time video content that can be used to promote a company’s brand or showcase its products or services.
- Chatbots and messaging apps: Automated messaging tools that can be used to provide customer support or answer frequently asked questions.
- Digital signage or displays: Digital displays are used in physical locations such as retail stores or trade shows to promote a brand or product.
- Influencer marketing campaigns: Campaigns that leverage the reach of social media influencers to promote a brand or product to their followers. This content marketing is often tied to paid endorsements, so the content marketing should provide clear parameters and scripts for an influencer campaign.
After just a few months of doing marketing with Valve+Meter, I can clearly see how our business will grow in the future!SCOTT DENARDIN, PRESIDENT, HITTLE LANDSCAPING
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Valve+Meter is a content marketing agency that specializes in B2B and B2C. We pride ourselves on creating content to skyrocket lead generation and lead quality. Our content fuels a multitude of marketing strategies, including inbound marketing, sales nurturing and account-based marketing.