Creating relevant and insightful content is a fundamental piece of every successful marketing strategy. Regardless of industry, high-quality content serves to build brand awareness, strengthen customer loyalty and retention, and ultimately increase the number of qualified leads and conversions.
But often, businesses fall short when it comes to great content creation.
In fact, while 90% of consumers today expect brands to provide content, nearly 60% of the content being created is not considered meaningful to prospective buyers. The result? Less traffic, fewer sales, and a significant decrease in brand credibility — all of which will negatively impact your bottom line.
At HawkSEM, we take a holistic approach to content creation that begins with developing a content strategy uniquely tailored to your business. Next, our team works diligently to produce engaging content unique to your brand voice and publish it at the right time and in the right place for maximum exposure.
Finally, we continually optimize your content to ensure a high conversion rate so you can continue to meet your marketing goals.
“We use our website as an educational resource for our consumers, so it’s important to have good content and a clean site to help pull them in. HawkSEM has been great! They are strategic as well as easy to work with.”
– Mommy’s Bliss
What Is Content Creation?
Content creation is the process of generating content (i.e., text, images, video) for the purpose of increasing consumer engagement and building brand awareness.
It is an example of inbound marketing, which aims to build interest slowly over time and contribute to lead generation for your business. In digital marketing, high-quality content is essential at every stage of the marketing funnel and includes both long-form and short-form content.
- At the top of the funnel, in what is often called the awareness stage of the buyer journey, educational content such as blogs, pillar pages, infographics, press releases, landing pages, social media posts, and even podcasts and videos are crucial.
- Toward the middle of the funnel, during the consideration phase, the types of content that are important include automated email marketing campaigns, white papers, case studies, webinars, newsletters, and quizzes.
- Finally, at the bottom of the funnel, when the customer is ready to take action, key content pieces include product pages, spec sheets, pricing pages, and product demo videos.
The process of content creation begins with researching the target audience and developing a specific buyer persona (or several) to better understand what motivates your ideal customer to make a purchase.
From there, you will outline a content marketing strategy to choose which types of content to create and where they will appear. After that, the next step is writing the content and adding any graphic design elements that are needed; some types of content, including videos and podcasts, will require additional steps.
Once the content is published, it’s important to continually track its engagement and optimize each element as necessary to improve performance.
How Does Content Creation Benefit Your Business?
The content you produce impacts your business in three key ways:
First and foremost, a piece of high-quality content attracts the attention of prospective buyers — often by answering a question, presenting a solution to a problem, or simply providing information the consumer will find helpful. The most important thing to remember is that great content delivers value without asking for anything in return. If done correctly, it will boost engagement and cultivate long-term buyer relationships.
Well-crafted content helps to build awareness about your brand and over time creates a positive association between your customers and your business. In addition, delivering relevant and consistent content establishes you as a thought leader in your industry and a company people can put their trust in. This adds to your credibility and ensures consumers will keep coming back to your business for information and advice.
A stronger bottom line is the inevitable outcome of a strong content marketing strategy. Quality content leads to higher SEO rankings, which in turn will drive traffic to your website and increase conversions. In time, as you continue to add to your content library, more and more customers will return to your business — and tell others about it — ultimately enabling you to meet and exceed your revenue goals.
Content Creation Royalty
Fill out your court with a partner who can deliver results like these:
Advantages of Hiring a Content Creation Agency
From the smallest startup to the largest retail giant, there are countless day-to-day tasks involved with running and managing a business. Developing a successful digital marketing strategy is just one of those tasks, and it is incredibly time consuming.
When you consider that content creation is simply one spoke in the digital marketing wheel, you start to see the benefits of outsourcing your content creation to a qualified agency. No business owner or marketing strategist can do it all, and content creation is definitely no place to cut corners.
To stand out in a vast sea of digital media, your content needs to capture the attention of your target audience quickly and deliver a solution even before they know to ask for one. If you don’t have an in-house content creation department, partnering with a marketing agency can take the stress out of copywriting and design so you can relay the perfect message every time.
Happy Ears Hearing Center is among the most trusted audiology practices in the greater Phoenix, AZ area. When they were ready to take the next step toward becoming the industry experts for hearing issues, they partnered with HawkSEM to expand their customer base and drive traffic to their website.
One of the first things the team at HawkSEM did was expand upon and improve their existing site content to more accurately reflect popular search terms that potential customers across the country were using.
As the result of the partnership, Happy Ears Hearing Center was able to:
- Increase total organic keywords ranked by more than 245%
- Grow estimated organic traffic by 396%
- Increase local conversions by nearly 44%
What Does a Content Creation Agency Do?
The scope of content creation is broad and goes beyond simply writing good copy. An experienced content creation agency will have the years of experience in content writing necessary to develop a successful content marketing strategy from start to finish.
Content creators will begin with a deep dive into the behavior of your target audience and what drives them to make a purchase. This includes conducting research on the most common keywords and search terms in order to predict which messaging will resonate with prospective buyers.
Once the content is ready to be created, the writing and design team will incorporate the results of that research into different types of content, merging it with your unique brand voice to quickly capture the attention of your potential customers.
Knowing when and where to distribute your content is also a key part of the process, along with ongoing optimization to ensure your content remains relevant and continues to drive traffic and engagement. For example, social media content creation is particularly important today, especially when you consider that 76% of consumers buy products they see on social media platforms.
What Are the Top Content Marketing Deliverables?
One of the first things your agency should do is conduct a thorough audit of your website content, including your sitemap (which search engines use to find pages on your site). This will enable them to determine the current state of your content and identify any gaps or areas where you may be either missing key content or where your content could be improved.
The better you understand your target audience, the easier it becomes to create content that galvanizes them to take action. Creating a buyer persona is a critical piece of the puzzle, and it should include information about each unique audience demographic as well as an outline of the buyer cycle (i.e., the journey a customer takes from interest to intent to purchase).
Among the most integral content marketing services is keyword research. Taking the time to determine which keywords your website currently ranks for — and whether or not they’re the right keywords — is fundamentally important to your success. Keyword research allows you to home in on those search terms that will bring the highest conversion rates.
Content creation should never be an afterthought. Full stop. Like any vital component of your business, it should be meticulously organized and planned out to support your long-term marketing goals. Making a content calendar (aka editorial calendar) lets you visualize the scope of your copy in relation to the calendar year and sales cycle, and it ensures that your content production stays consistent.
Brand Style Guide
A brand style guide lays out specific rules for writing and designing content. It is unique to each brand and includes information about the correct grammar, tone, and voice to use as well as design guidelines about elements such as brand colors, logo use, and typography. Style guides are important for consistency and uniformity in your content and your messaging.
Metrics and Measuring
If you aren’t paying attention to how your content is performing (and subsequently optimizing poor-performing content to improve performance), you are essentially tossing your marketing dollars out the window. Measuring performance is a vital part of the content creation process, and tools like Google Analytics can help you keep track of key metrics such as page views, bounce rate, consumer engagement, and conversions so you know if your content strategy is working.
Nava Health and Vitality Center specializes in integrative wellness solutions to improve overall health at any age. When they set out to scale their business and increase lead volume and conversions, they asked HawkSEM to help them achieve their goals.
After learning more about their industry and target audience, the HawkSEM team developed a customized strategy that included adding new content, creating new campaigns, and developing new site designs.
As the result of the partnership, Nava Health and Vitality Center was able to:
- Increase impressions by more than 42%
- Garner a whopping 588% more form submissions
- Reduce cost per acquisition (CPA) by 39%
Content Creation FAQs
1. How much do content creation services cost?
The cost of content creation services will range between $2,000 to $10,000/month. Cost will vary based on the route you choose to take. Working with freelance content creators will typically cost less than hiring an agency; however, the scope of services may be limited and the quality of content may fall short of your expectations. Freelancers may charge hourly or by project, and the prices can vary greatly based on the individual.
For example, a blog post may cost between $250 and $750, while content for a full website may run anywhere from $1,500 to $5,500. In contrast, a content creation agency will be able to offer a full suite of content creation services (e.g., writing, design, publishing, optimization) and is generally more cost effective in the long run. Depending on the size of your business and the scope of your needs, you may spend between $3,000 and $12,000 monthly on content marketing.
2. What services are included?
A full-service content creation agency should provide the complete scope of content creation services, including content planning and strategy; keyword analysis and recommendations; content creation and distribution; SEO strategy; and analytics, A/B testing, and optimization.
Like the cost, the services provided will depend on the individual or agency with whom you choose to work.
3. How long does it take to see results?
A successful content creation strategy will often yield results in as little as 3-4 months — but that’s just the beginning. Smart businesses understand the need to continually add new content and optimize their existing content to ensure they continue to grow and scale.
It Pays to Partner With HawkSEM
Our team of skilled experts sets us apart from other content creation agencies and promises exceptional content that attracts, engages, and sustains in a variety of diverse industries.
From PPC and SEO to social media marketing and dedicated project management, our immensely skilled strategists, writers, and designers cover every vital digital marketing channel and have a finely honed understanding of how your content strategy can influence other aspects of your digital marketing channels.
We understand that content is connection — and our content creation services offer real results.
Our proprietary marketing technology, ConversionIQ, is the driving force behind our wildly effective content planning strategy. The user-friendly dashboard connects all of your digital marketing channels in one place so that data and metrics are easy to access. ConversionIQ provides key insight into the overall buyer journey and allows us to discern exactly where prospects drop off in the buyer journey and when and where conversions happen. This allows us to further strengthen your messaging, fill in the gaps, and make instant optimizations.
HawkSEM is proud to be a Google Premier Partner. Google’s most exclusive partnership tier, this partnership has recognized us as being in the top 3% of participating companies each year based on factors such as client growth and retention, product diversification, and annual ad spend. HawkSEM is also a Meta Business Partner and a Microsoft Advertising Partner.
With HawkSEM, you never have to worry about signing a long-term contract. Services are provided on a month-to-month basis, and there is never any obligation to continue if you are unhappy with your campaign performance (though we suspect you’ll be very happy). We also believe in transparent pricing with no-hassle flat fees so you know exactly what you’re getting.
At the end of the day, our mission at HawkSEM is to significantly improve your marketing results and help your business grow and scale. As a full-service digital marketing agency with a premier content creation team, we bring to the table a group of industry experts focused on data-driven optimization and a patent-pending conversion system designed to help you dramatically increase your ROI year after year.
The Bottom Line
Nowadays, businesses simply can’t afford to overlook the importance of high-quality and consistent content. If a piece of content is poorly written or produced, if it doesn’t capture the attention of your target audience or provides little to no value, you are leaving the door open for your competitors to woo those potential customers away.
Likewise, if you randomly post content without an established content creation strategy in place and neglect to measure how well (or how poorly) your content is performing, you will see consumer engagement and brand awareness decline, both of which will negatively impact your bottom line.
If your marketing goals include growing your customer base and cultivating long-term buyer relationships, raising awareness about your brand so you stand out from your competitors, and driving revenue through successful lead generation, the first step is finding the right content creation partner to tell your story.
Request Your Free Consultation Today
The content creation experts at HawkSEM will provide a comprehensive proposal tailored to your business and show you how we can take your content marketing strategy to the next level.
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- Dramatically improve ROI
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- Increase conversion volume
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- Reduce cost per acquisition
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