Content marketing services
Content marketing is the creation of articles, service pages, guides and product copy that answer what buyers are looking for, so that they find a business and trust it. Adwortise plans content from a topical map, writes it to be read by people and quoted by search engines and AI systems, and measures the traffic and leads it brings.
- Planned from a topical map, not a list of keywords
- Written to be read by people and quoted by AI systems
- Named authors, checked facts, measured results
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- Free auditbefore any commitment
- Topical mapbefore a single page is written
- Monthlyreport on traffic and leads by page
- 1 managerdedicated to your account
Explained
What is content marketing?
Content marketing is the practice of earning attention by publishing useful information instead of buying it with advertising. A business answers the questions its buyers ask at each stage of a decision, and is found when they search.
It supports every other channel. Search engines rank it, AI assistants cite it, social media and email distribute it, and sales teams send it to prospects.
Content calendar
- Service page: heat pump installationPublished
- Guide: heat pump or furnace?In review
- FAQ: installation costDrafting
- Update: rebates pageScheduled
Services
Content marketing services we provide
| Service | What it covers | Best for |
|---|---|---|
| Content strategy | A topical map, priorities and a publishing plan | Businesses starting or restarting content |
| SEO content writing | Articles and guides written to rank for a topic | Sites that need organic traffic |
| Website copywriting | Home, service, about and landing page copy | New sites and redesigns |
| Blog writing | Regular articles on a fixed schedule | Businesses that want to publish every month |
| Product descriptions | Unique copy for product and category pages | Online stores |
Strategy
How do we plan content?
We plan from a topical map: a list of every topic, subtopic and question in your field, with one page assigned to each. The map prevents two common problems, which are several pages competing for the same search and important questions left unanswered.
- Search intent. Each page is built for what the searcher wants to do: learn, compare or buy.
- Priority. Pages closest to a sale are written first, then the guides that support them.
- Internal links. Every new page links to its parent topic and to related pages.
- Updates. Existing pages are revised when facts change, instead of adding a new page on the same subject.
Topical map
Writing
How do we write content that ranks and gets cited?
- Answer first. Each section opens with a direct answer that makes sense on its own.
- One question per heading. Headings are phrased the way people search.
- Facts stated plainly. Prices, steps, timelines and definitions, without filler.
- Evidence. Claims are tied to a source, your own data or first-hand experience.
- Structure. Lists, tables and definitions where the content has that shape, with matching structured data.
- A named author. Content carries the name of the person responsible for it.
Request a free content reviewNo obligation. We reply by email.
Quality
How does content show experience and expertise?
Google's guidance for quality raters describes four qualities under the name E-E-A-T: experience, expertise, authoritativeness and trust. Content shows them through specifics that only someone who does the work would know, a named author with relevant background, accurate facts and a clear record of who publishes the site.
For that reason we interview the people in your business who do the work, and use their examples, numbers and photographs in the content.
Reporting
How we measure content results
- Organic traffic to each page, from Google Search Console and Analytics.
- Topical coverage: how many of the planned topics are published and indexed.
- Rankings and citations for the questions each page answers.
- Leads and sales that began on a content page.
- Engagement: whether visitors read on to a service or product page.
Content report
- Organic visits▲
- Pages indexed▲
- Leads▲
Pricing
How much does content marketing cost?
This service is quoted after a free audit, because the price depends on the scope of work. The price depends on the number of pages each month, their length and depth, and whether subject experts need to be interviewed. Content is also included in the Growing business, Ecommerce and Enterprise SEO packages.
Frequently asked questions
How long should a page or article be?
As long as it takes to answer the question completely, and no longer. A definition may need 300 words and a buying guide 2,000. Length is not a ranking factor in itself.
How often should we publish?
Often enough to cover your topic in a reasonable time. A steady pace that keeps quality high matters more than volume, and updating existing pages counts as much as adding new ones.
Who writes the content?
Writers who work from a brief, your own material and an interview with someone in your business who does the work. Each piece is edited and checked for accuracy before you approve it.
Is content marketing the same as SEO?
No. Content marketing produces the pages and articles. SEO makes sure search engines can find, understand and rank them. Content written without SEO is hard to find, and SEO without content has nothing to rank.
Can you rewrite our existing pages?
Yes. We start by reviewing what you already have. Pages that are thin, out of date or competing with each other are rewritten, merged or redirected.