Content Strategy Services

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Our team has over a decade of crafting powerful, engaging, targeted content strategies.

Helping businesses adopt a brand-as-publisher approach to build their content engine to compete within Google.

Businesses must adopt a brand-as-publisher approach to compete within Google and grow MQLs and SQLs from online channels.

Our content strategy team believes the right content ignites conversations, inspires action, and drives business success. With a blend of creativity, data-driven insights, and years of industry experience, we empower businesses to reach their potential and connect with audiences like never before.

Our data-based web content strategy (read our content strategy process here) includes content planning, organization, content creation, publication, measurement, and governance to help position a brand effectively across multiple channels.

Bill Ross

The linchpin team is not defined by how many awards we’ve won or how many clients we have, but by our relentless pursuit of project efficiency, great brand experiences, building trusted friendships, and caring about client success more than our bottom line.

Why Clients Stay For Years

…even though we don’t do long-term contracts.

Content Services

Content Audit Services

Dive deep into your website content and learn why your website content is not performing well and how to fix it.

Content Creation Services

Create great content that builds brands, grows website traffic, and helps position your business as an industry leader.

About Our Content Creation

IA Strategy & Services

Organize and label your website’s content assets to align with the needs of your users and Google’s algorithms.

Content Management Services

Build a content management plan and governance process helps keep content fresh and limits the ROT that users dislike.

Case Study

Altus

How we helped a medical device manufacturer increase website traffic and leads.

Their story began back in 2001 in Western Michigan with a small team dedicated to engineering and producing superior-quality workstations designed to promote health, productivity, and ease of use.

Strategies Included:

  • SEO Strategy
  • Content Strategy
  • Content Creation
+120%
+120%
Traffic to Product Pages
+72%
+72%
Organic Reach
+611%
+611%
Organic Blog Traffic

Bill has been great.

I’ve worked with him at two companies, and he’s been so flexible in helping us with exactly what we needed and keeping the cost within our budget. When we relaunched our website, Bill walked us through the steps necessary to grow our site visits. In the time I’ve worked with Bill, we’ve tripled the organic traffic to our site.

Sarah
Sarah
Marketing Director
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Our Content Strategy Process

Our objective for your content campaign is to create a holistic content strategy to build your brand, and target user intent and keyword value to increase web traffic, leads, and sales.

Persona Definition

Utilizing our persona worksheets, we will work with your team to define your primary personas, so you create content and messaging that speaks directly to them.

Content Inventory & Audit

We pull a crawlable inventory to help us better understand the depth of content on your website and any information architecture problems causing Google crawling issues.

Content Mapping

Keyword mapping helps identify current content keyword value and gaps and guides minimizing keyword cannibalization.

Intent Mapping

There are multiple keyword intent categories, so ensuring pages not only target the keywords users are searching for but also the correct intent is key to ranking well.

Content Identification

We will then dive into your content sets to better understand where there are communication gaps and what content needs to be created to fill keyword and messaging gaps.

Content Optimization

In this phase, we will provide an optimized information architecture for your website, page content hierarchy, and  SEO keyword targets for each page within the IA.

Content Workflow

We will work closely with your teams to define processes, tools, and resources required for content initiatives to launch successfully and maintain constant value to users.

Governance Policies

We will work with your team to find the most efficient path for execution, and plan for communicating your content strategy to key team members.

Content Distribution

We will work with your teams to define the channels used to amplify your content sets to primary users to drive traffic and build brand value signals.

Measurement Strategy

We will work with your analytics team to determine how best to measure the impact of content changes and optimizations.

Deliverable

The deliverable includes a content strategy plan that outlines a prioritized list of recommendations to optimize your website content for users and search engines.