Our team is often laughing and smiling all day long—we have fun with our jobs!! See how we cultivate a positive work environment where our employees truly enjoy coming to work.
Your website is your key marketing tool for everyday business. Enhance your online presence with a one-of-a-kind website that proudly represents your organization.
Is your website choosing the right words to reach your ideal audience? Find out how healthy your website is and fix foundational errors to increase traffic and meet goals.
From your website to social media platforms to digital ads, how effective is your current strategy? Uncover important insights about your industry’s digital landscape to maximize marketing efforts.
Tell us about your project.
Thank you for reaching out to Blue Compass!
Your message is in good hands (and paws), and our team is excited to discuss how we can help you meet your digital goals. We will be in touch soon to discuss how we can support your digital journey.
Quality search engine optimization (SEO), search engine marketing (SEM), and social media marketing draw people into your site, but good content is what keeps them there and brings them back for more. A truly engaging content strategy is the best way for your brand to create value for your audience. It is crucial for building trust and establishing your brand as an industry leader, ultimately increasing your website’s overall SEO value.
The digital marketing team at Blue Compass creates original, innovative and compelling content that appeals to your target audience. Our goal is to ensure you have high-quality content that draws users in while building trust in the eyes of Google to make sure your content appears at the top of search results.
Content marketing involves creating various types of content, such as blogs, videos and social media posts, intended to draw interest from a specific audience to promote a brand’s products or services. Content marketing is an integral part of improving your site’s overall SEO value by increasing organic traffic and keeping users on your site for longer.
Copywriting is a critical aspect of content marketing focused on convincing users to take a specific action on the website. Copywriters write content intended to elicit specific emotions, such as urgency, curiosity, or joy, to create interest in the intended audience and generate leads, conversions or sales. A copywriter’s job is to write content that aligns with the brand’s tone and voice for seamless communication throughout the site that resonates with users.
Content marketing is crucial for building E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) on your site. Having high-quality content is a key Google ranking factor, and content marketing is a big piece of that. Content marketing allows you to answer users’ potential questions and showcase your brand in unique ways, ultimately increasing conversions.
SEO and content marketing go hand-in-hand to ensure users’ questions are answered throughout the content on your website, and that it also shows up in search results to gain organic traffic. Our seven step content marketing process tackles each aspect of writing a content piece to boost SEO value and draw users in. While this process may seem lengthy, having high-quality content on your website will help build trust and expertise on your site, leading to increased conversions over time.
During the content marketing strategy process, our team works to develop a list of content topics that are relevant to your business and have search volume behind them. We use tools such as Google Trends to track what users are searching for and what types of seasonality you may expect for specific topics. Our strategy involves topic ideation, as well as future-forward thinking for potential internal linking opportunities by finding topics that connect to one another.
After we’ve identified which topics we’re going to create content for, we begin our keyword research process. We use tools such as SE Ranking, Semrush, Moz or Google Keyword Planner to identify short- and long-tail keywords and questions to include in headings, body copy and metadata in the blog.
Once we have our list of keywords to include in the content, we begin structuring our page outline. We write appropriate headings that include relevant keywords and provide direction for the body copy to ensure we’re answering any potential questions our users may have.
As we’re structuring our outline, we pay careful attention to what’s currently appearing in SERPs for our chosen keywords. For the best chance at appearing in rich result positions in search results, we structure our content similar to what’s currently showing for a featured snippet, People Also Ask, or other type of rich result for specific queries.
Once our outline is complete, we begin the copywriting process. When writing a piece of content, we make sure to capture the correct tone and voice of each client to make sure the content aligns with their brand and resonates with their audience. This may require several client interviews so our team can properly assess any technical aspects of the business and ensure we produce content that accurately describes different products and services offered.
After the website copywriting process is complete, we identify opportunities to incorporate structured data, or schema, into the content piece. If it’s a blog, we can implement Article schema to describe the author and other aspects of the piece. If we include any questions and answers, we can include FAQ schema to optimize for appearing in a People Also Ask or other type of rich result. Schema allows us to provide Google with a high-level introduction into the content piece, so they can quickly begin indexing the content and showing it in search results for relevant queries.
After following our complete content marketing process, it’s time to make the content piece live! Using Slate CMS or another CMS, we implement the page onto your website and publish it. Once it’s live, we visit Google Search Console to submit the page for indexing, letting Google know we have a new page we’d like them to take a look at.
When creating blog content, it’s important to focus on quality over quantity. We understand that businesses don’t have the time to create new content every day, so if your business is just getting started or you have a small marketing team, one high-quality content piece a month is a great starting point. If your business has the resources to produce more, we recommend incorporating images and videos in addition to strategizing blog content that can reach your target audience in different ways.
We recommend all blogs or articles contain at least 600 words, with 1,000+ words being ideal for longer-form content. The longer your content is, the more chances you have to include relevant keywords to draw in your audience and rank for certain queries. Helpful content is a large part of Google’s algorithm, so if your blog is able to accurately answer a wide variety of potential questions your audience may have, the higher the chances of your blog content ranking in organic search results.
Regularly checking in on content marketing and SEO resources is a great way to stay updated on recent news, Google algorithm updates, content marketing tips and more. Some of our favorite content marketing resources include Search Engine Journal, Search Engine Land, Social Media Today, HubSpot, Backlinko and Neil Patel.
We use several content marketing tools when strategizing and writing blog content. Our first step is to conduct keyword research using SE Ranking, Semrush, Moz or Google Keyword Planner to determine what queries people are searching to find information on our chosen topic. Once we’ve written our content, we use Grammarly to check for spelling and grammar mistakes, and to peer review the content to evaluate from a different perspective.
As with most marketing services, the price largely reflects the quality of work you’ll receive. The more money you spend on content marketing, the higher likelihood of having high-quality, SEO-friendly content for your website. When receiving an estimate from an agency, we recommend inquiring about bundling content marketing solutions with additional digital marketing services to get more bang for your buck. If you’re writing your blogs in-house, consider how much time you can take away from your other tasks in order to create quality content. If you aren’t able to dedicate the amount of time you’d like, it may be time to hire an agency.
We recommend including at least one image and/or video in each blog, as studies have shown articles with at least one image get 94% more total views than articles without images. Including multimedia such as images and videos help break up copy and add visual interest to your article. Images and videos add SEO value to content pieces by including relevant alt text and video schema to encourage Google to rank your content in rich result placements in SERPs.
To help both search engines and users, it’s helpful to include publish dates and include the date(s) when the article is revised. This helps build trust with your audience that you are releasing up-to-date content and continually reevaluating old content to make sure it’s refreshed when necessary. Publish dates are especially important for content such as press releases and timely news articles so readers know exactly when the event happened or is happening.
Including authors on blog content is important to establish E-E-A-T on your website, which helps boost your SEO value and ranking potential. By putting a name to your content piece, you’re letting Google know that a real person with experience in the chosen topic wrote and/or contributed to the blog. If you have a reputable author with an established name in search results, adding Article schema listing the author will help give your content a boost in search results, as well.
While blog and article are generally used interchangeably per industry standards, news is typically used to name a library of different types of content, such as press releases and blogs together. Press releases are a specific type of content used to announce important, timely information, create an official statement or make an announcement directed for public release. Many of our clients use multiple or all of these terms as categories within their blog section to distinguish content types.
Gated content requires the user to sign up or register to access it as part of the conversion funnel. Gated content should be valuable content that offers something special to the user. In-depth case studies or eBooks are common forms of gated content. Non-gated content is anything on your site that doesn’t require a login or additional information to view.
Without content marketing, your site won't be able to reap the benefits of improved SEO value, which can hurt brand awareness and slow conversion growth. As Google evolves, it places more weight on having helpful, high-quality content on your site to ensure users are able to get their questions answered in one place. If your content doesn’t answer your intended audiences' questions, you won’t appear on page one in SERPs and your organic traffic will decline. When building a content marketing strategy, having an SEO strategy in place helps make sure each piece of content you publish directly supports your business goals by maximizing your online presence. Unsure of where to start? Our content audit process evaluates the current content on your website, identifying content gaps, pages to combine or remove and high-priority pages for optimization.
Content marketing and SEO can be overwhelming for small businesses if you don’t have the time to create new content or regularly check in on your SEO strategies. If you’re looking to create impactful content on your site to drive business goals but aren’t sure where to begin, the team at Blue Compass is ready to help you take the first step. Check out our portfolio to see the content we create for our clients, or reach out to learn more about our content marketing expertise.
Contact the Blue Compass team today. Together we will examine your needs and lay out a plan for taking your digital presence to the next level.