Content Marketing Prices: What to Expect When Hiring an Agency

Content marketing is the most cost-effective way to improve organic traffic. It is a direct way of presenting value to your audience. If you want to scale, the content should, too. The problem is the competition is doing the same. A lone content marketer can’t keep up with the content velocity to stay competitive. 

The good news? Content marketing agencies are here to help. But how can you ensure that an agency will deliver results? What can you expect? And how much should you pay for content marketing?

How Much Should You Pay a Content Marketing Agency?

Content marketing agency prices vary depending on their client’s needs. Do you need backlink building/guest post content, topical map creation, or DFY/managed content? 

There are several variables to consider. Agency prices change over time. But, data from Statista suggest most businesses spend between $5,000 and $10,000 on content marketing.

Now the question becomes: “How much are you willing to spend?” More importantly, what content marketing should you spend the budget on?

Here are the most popular content marketing services most agencies offer: 

Link Building/Guest Posting

Backlinks help build authority for your website and published content. More relevant backlinks equal higher domain authority, arguably SERPs’ most crucial ranking factor. 

Agencies can offer ala carte services for backlink building, such as writing guest posts, niche edits, or an entirely managed link-building campaign. 

Before hiring an agency for link building, ensure they secure backlinks from DR45+ sites that are contextually relevant to your business, have high traffic, and aren’t from multi-niche sites.

content marketing prices 2

***Prices are subject to change***

SEO Content Production

Content marketing is essential to keep up with the competition, especially if you’re in B2B SaaS. Agencies can optimize every piece of content for search engine rankings.

Hire agencies that analyze your business, identify priority keywords, and present a robust content strategy, ensuring quality content that resonates with your audience and ranks. 

For SEO content production, customization is key. That’s why pricing varies depending on how competitive the niche is, content volume, and content velocity. 

***Prices are subject to change***

Managed SEO Content Marketing

Content production is at the heart of every SEO campaign. However, there’s more to SEO than publishing content. Luckily, most agencies offer done-for-you (DFY) or managed SEO. 

Managed SEO covers content planning, production, and optimization. It could also cover technical optimizations or off-page SEO services like backlink building and outreach. 

Think of managed SEO services from an agency as getting an extension to your team. You could hire an in-house SEO; however, you’d need a team behind you to move the needle. 

SEO prices

***Prices are subject to change***

How to Choose the Right Content Marketing Agency

There will always be a surplus of content marketing agencies itching to show their sales deck. 

So, how can you differentiate the good from the bad? What metrics should you look into? And what red flags should you look out for? Here’s a quick checklist to consider:

Key Performance Indicators and Portfolios

Trying to find a marketing agency is like stepping into a digital minefield. Just promises with no tangible results. Always check an agency’s portfolios first. 

Any agency worth its salt would proudly present its portfolios. It should include case studies, KPIs, their onboarding approach, and reviews/testimonials. 

If they have case studies, look into their metrics. Do clients show positive results? Are the clients even real? Details like this should be transparent. 

Transparency and Communication

Outsourcing content marketing to an agency comes with risk, especially within the first few weeks. Before committing to an agency, ensure that they’re transparent with their work. 

If you ask for access to something, will they provide it? Are your questions being answered vaguely? How often can they send a detailed report with complete metrics and data? 

Transparency is always paired with streamlined communication. How quickly can an agency get back to you if you have questions? The best ones will always have constant communication. 

Tools and Platforms

In most cases, it’s less about the tools and more about how you use them. For example, some SEO agencies use Ahrefs for backlink building, while others use Semrush. 

Almost all agencies won’t charge extra for the tools they use. So, if you get a quote and they charge you for all the tools and platforms they use, that’s a big red flag. 

Content Marketing Agency Red Flags

One of the biggest red flags you can easily spot is agencies offering a one-size-fits-all solution. Every company is unique. Agencies should provide a tailored offer. 

Another thing to look out for are agencies offering “packages” that squeeze in XYZ service that’s entirely unrelated to your needs and charge extra for them.  

A big red flag for agencies offering backlinks is how they get them. Agencies offering dozens of backlinks with fast turnaround times at dirt-cheap prices might use black-hat SEO. 

Links are likely to come from link farms. These sites often have multiple niches, no clear focus, and poor content quality. Getting links from these sites can have detrimental effects on your backlink profile

Agencies like Spacebar Collective practice white hat SEO, offering ethical link-building and content optimization practices. Strategies like these take time but are more sustainable and effective in the long run. 

Results and Performance

At the end of the day, the only metric that matters is the results. Does what you’re paying result in positive growth for your business? Is the agency hitting the goals you’ve set? 

However, keep in mind that results vary depending on the type of content marketing. If SEO objectives are tackled with the proper strategies, results could kick in within 3-6 months. 

Still, there should be improvements in indexing speed, backlink acquisition, or keyword ranking. 

Setting Expectations for Content Marketing Agencies

Agencies aren’t a one-size-fits-all solution to your content marketing needs. You must set realistic expectations first. 

  • Pricing and Payment Options: We’ve touched on pricing expectations earlier. However, pricing can still vary depending on the scope. Despite this, agencies should still be upfront about their pricing. They must also be clear on their preferred payment methods. Popular options include ACH Transfer, physical checks, Paypal, and Wise. Payment options should be convenient for both parties. 
  • Tailored Content Strategy: Create a style guide with your team and present it to your content marketing agency prospects. Early communications should be focused on creating a tailored content strategy around your style guide that outlines your goals, target audience, tone, and KPIs. Agencies should provide you with an outline of their content strategy as part of their deliverables. 
  • Deliverables: Agencies should present you with a clearly defined list of deliverables. For most agencies, deliverables include research, content strategy outline, and content creation. Agencies should clearly define the turnover for these deliverables. Depending on the volume, blog turnover ranges between 1 and 4 weeks.
  • Reporting: There should be complete transparency regarding reports. Content marketing agencies should be able to provide all the necessary analytics from your KPIs.That could be data from Google Analytics or SEM tools like Ahrefs or Semrush for SEO content. Other forms of marketing have their analytics tools. Reporting should be done monthly and contain a high-level overview that doesn’t include too many technical jargon. 
  • Timezone Differences: Hiring an agency means working with a remote team, which sometimes means the agency is in a different time zone. There will be times when you need them to do a task, and they’re not available. Both you and the agency should discuss working hours.



Are you ready to get started with content marketing? Connect with our team.

The 11 Most Effective Keyword Research Tools for SEO Content

SEO is competitive. Expertise alone isn’t enough to help your website rank for important keywords.

You can’t afford to waste time “winging” your content plan. Are you going for low-hanging fruit? Is the keyword difficulty too high? Do you account for search intent? 

Digital marketers have much to consider for the highest chance of showing up on search engine results pages (SERPs). That’s where keyword research tools come in.

They provide a data-driven, strategic approach to content planning and semantic SEO. But with hundreds available, which one should you get?

What Makes a Keyword Research Tool Worth the Investment?

You won’t just be investing money. Although most keyword research tools are intuitive, there’s always a learning curve that allows users to utilize them to their fullest potential. So, what makes one worth it? Here is a checklist of features to consider:

  • Competitor Research Capabilities: Testing out what works and what doesn’t takes time. Luckily, we don’t have to do research ourselves. Our established competitors have already done the work for us. All that’s left is to see what’s working for them, what they’re missing out on, and how we can take advantage. That’s why choosing a tool with competitor research capabilities is essential. 
  • Depth of Data: How much data can your keyword research tool show? And does it have tools to help turn that data into actionable information? Think analytics dashboards or keyword position trackers. A keyword research tool helps you create exhaustive topical maps for your main keywords. It should show insights into keyword difficulty, long-tail opportunities, or search intent. 
  • Keyword Optimization: A keyword research tool needs features for keyword optimization. These features help bridge the gap between writing for your audience and the algorithm, ensuring the best of both worlds. It also helps keep your content up-to-date, giving you insight into evolving trends and how you could most efficiently relay your expertise through SEO as the medium.

Most Effective Keyword Research Tools for SEO Content

Let’s take an in-depth look at the best and most effective keyword research tools for SEO content in 2024:

Semrush 

semrush seo

Semrush is an all-around search engine marketing (SEM) tool with one of the most robust keyword research tools. It has five main features dedicated to keyword research:

  • Keyword Overview
  • Keyword Magic Tool
  • Position Tracking
  • Keyword Manager
  • Organic Traffic Insights

Even with just Keyword Overview, Semrush already gives a lot of data for users to unpack and analyze. The best part is that you get to see keyword clusters related to your seed keyword. 

Here’s an example of me entering the prompt “roof repair” into the Overview tool. 

keyword magic tool

If you want to get into specifics, that’s where the Keyword Magic Tool comes in. Here, users create custom parameters to look for keywords they can easily rank for. 

You can filter by volume, keyword difficulty, search intent, cost-per-click (CPC), and even include/exclude keywords. 

keyword magic seo

For content planning, creating silos, or building topical maps, users can go to the Keyword Manager tool. Users can see keyword clusters, regular keyword lists, or a mind map. 

Using the Keyword gap tool, you can also see how well you fare against the competition, identify their strengths, and take advantage of any weaknesses in their keyword profile. 

keyword gap tool

Pricing: Paying annually saves up to 17%. Here are Semrush’s pricing plans for monthly subscriptions:

  • Pro – $129/mo.
  • Guru – $249/mo. 
  • Business – $499/mo. 

Ahrefs

ahrefs keyword tool

If you want a slightly cheaper alternative to Semrush with the same quality of keyword data, then Ahrefs is worth considering. The dashboard of its keyword research tool is also similar. 

ahrefs keyword search

You can explore matching or related terms or get suggestions from Ahrefs on what keywords to go for. Then, you can go to the SERP overview tool to view competitors ranking for those terms.

ahrefs seo

Users can use filters such as keyword difficulty, exact match, or include/exclude to narrow their choices for the right keywords for a search query. 

Meanwhile, the “Traffic by Pages” tool helps you find groups of keywords you can use to build a topical map. 

Pricing:

keyword research tools 1

Mangools

mangools

If you want to focus purely on keyword research for SEO (and don’t want to include SEM tools), try Mangools. It’s a bit bare-boned compared to Ahrefs or Semrush, but it gets the job done at a fraction of the cost. 

Its keyword finder tool lets you search by keyword or domain and get straight to competitor analysis. 

mangools seo

Once you enter a keyword or domain, you will be sent to the KWFinder Dashboard. Users can filter out keywords based on related keywords, Google autocomplete, or questions. 

Advanced filter options are also available, including search volume, CPC or PPC costs, keyword difficulty, and keyword inclusion/exclusion. 

mangools keywords

The SERP overview on the bottom right shows the top 10 sites ranking for that keyword. The unique aspect of this overview is the new metrics:

  • Citation Flow (CF) – Scores link quantity or how influential it is
  • Trust Flow (TF)  – Scores link quality related to the keyword
mangools home

Pricing If Billed Annually:

  • Entry – $19.90/mo
  • Basic – $29.90/mo
  • Premium – $44.90/mo
  • Agency – $89.90/mo

You’d need to pay for their premium plan for unlimited competitor research. Each keyword lookup is also capped depending on your plan tier but refreshes daily. 

Google Keyword Planner

google keyword planner

If you want to dip your toes into keyword research, there’s no better place to start than Google’s Keyword Planner. You don’t need to pay anything—it’s free! 

Users get two options for keyword research—discover new keywords or search volume forecasts. Both give a great starting point for any SEO content campaign

google keyword search

You can look into several keywords related to your business using the Discover New Keywords tool. The results will show exact keyword matches, keyword ideas, advanced filters, and the ad bidding range for CPC. 

Although lacking in the UI department, Keyword Planner can provide many ideas through the “Refine keywords” tool on the bottom, which includes or excludes specific keyword phrases.

google keyword planner

LowFruits

low fruits search

Some SEOs recommend newer sites to try and rank for low-difficulty keywords. If that’s your goal, LowFruits is a definite must-try! 

Going for competitive, high-keyword difficulty terms will require serious content velocity and backlink building. Not every site will have that kind of SEO budget. 

Users can use the keyword finder tool to get suggestions or upload their keyword list. Then, LowFruits will find terms related to your keyword that are the easiest to rank for. 

lowfruits tool

Then, you can select the long-tail keyword and get an in-depth SERP analysis, revealing the DA of the top 10 sites ranking for it, the word count of the article, and the search intent.

lowfruits seo

Pricing: Each pricing tier has the same features and tools. Instead, you pay for credits that are used to do keyword research.

  • $25 – 2000 credits
  • $60 – 6000 credits
  • $100 – 10,000 credits 
  • $250 – 50,000 credits

Keyword.io

longtail keyword search

Keyword.io is another keyword research tool focusing on long-tail, low-hanging fruit keywords. It can even show autocomplete search terms from platforms like YouTube, Amazon, Fiver, and many more. 

keyword io

After entering your seed keyword, Keyword.io will show suggestions for long-tail keyword terms that you can export. They also have a random question generator (but it’s not that good). 

keyword generator

If you want to access their semantic keyword tools, CPC, SERP, or volume data, users need to get their paid plans. 

It’s an excellent tool for building a robust keyword map, even with the free version. However, the lack of SERP data and competitive research makes you feel like you’re going in blind. 

Pricing:

  • Personal – $29/mo
  • Pro – $49/mo

Keysearch.co

Keysearch stands out because it shows keywords on several platforms, with data to back them up. You can look at related keywords and auto-suggestions from eBay, Etsy, and even Pinterest. 

key search tool

After entering your seed keyword, Keysearch does a quick SERP analysis, highlighting the top 10 sites ranking for it. At the bottom left, it also shows how many backlinks you’d need to rank

You’ll see keyword suggestions, their difficulty score, volume, PPC, and CPC on the right. And the final thing on the dashboard is long-tail keyword suggestions.

keysearch guide
keysearch seo

Aside from keyword research, Keysearch has a competitive research tool, site auditor, and backlink checker. Although less powerful than Ahrefs or Semrush, it still provides enough data to move the needle for your SEO efforts at a much more affordable price range. 

Pricing:

  • Free Trial
  • Starter – $17/mo.
  • Pro – $34/mo.

Simpler Keywords

simpler keywords seo

Do you need to do a simple keyword search? Simpler Keywords makes it easy. All you have to do is enter your keyword, preferably long-tail, and Simpler will give you tons of suggestions. 

Much like most keyword research tools, it includes a SERP analysis feature, shows metrics like volume and keyword difficulty, and provides volume trends. 

The filters available to users include keyword length, include/exclude, SERP score, volume, and keyword seasonality. There are not that many features, but it’s one of the lowest-priced tools on the market. 

Pricing:

  • Free
  • Pro – $8/mo.

Users who want to access SERP analysis must be subscribed to Simpler Keywords’ Pro plan. 

Keywords Everywhere

keywords everywhere

Keywords Everywhere is one of the most popular free options for keyword research. With a simple Chrome extension, you can easily find keywords while browsing. 

You don’t have to go far to do keyword research—all it takes is entering a query on Google. 

google seo

Users can also see the SEO, off-page, and on-page difficulty associated with your keyword query and if it’s associated with a brand. 

Another great feature of Keywords Everywhere is its ability to do competitor research while you’re on the SERP. It can show SERP position, traffic, and the keywords for which a certain URL is ranking. 

Pricing: Pricing is based on a credit system. 1 credit = 1 keyword. 

  • Bronze – $1.75/mo 
  • Silver – $6/mo
  • Gold – $25/mo

ChatGPT

If you want an entirely free keyword research tool, go for ChatGPT. It will take time to fully personalize and tailor prompts to fit your keyword research needs, but it’s worth it.  

Of course, you’re going to be limited on data. It can’t show search volume, trends, keyword difficulty, or any form of SERP Analysis. What you do get is a list of keywords you can work on. 

Some simple prompts you can use are:

  • Give me x most popular topics related to {{niche/industry}}
  • Give x popular keywords for {{nice/industry}}
  • Provide x long-tail keywords for {{keyword}}

If you already have Keywords Everywhere, you can integrate its keyword research tool into ChatGPT. This way, you don’t have to worry about creating your own prompts. 

chat gpt

People Also Ask/Google Autocomplete

What better way to find long-tail keywords for your SEO content map than Google itself? The people also ask feature shows you a lot of great ideas. Each time you click on a question, a couple more show up. You basically get an unlimited number of potential suggestions. 

google search

Meanwhile, Google Autocomplete shows you predictions based on popular user keyword queries. Remember,  these suggestions are also based on location and the language used.

Key Takeaways

Keyword research tools are necessary to create a strategic approach to building your SEO content map. If you want to scale content production and target keywords efficiently, use tools that include SERP data and competitor analysis. 

However, tools with such robust features can be costly. Luckily, there are more affordable options to consider.

TLDR: here are some of the paid and free tools we recommend:

  • Semrush, Ahrefs: Best all-around SEO and keyword research tools
  • Mangools, LowFruits, Keysearch.co: Affordable alternatives with SERP/Competitor analysis
  • Keyword.io & Keyword Planner: If you only need a broader list of keywords
  • Keywords Everywhere: Low-cost SERP, keyword, and competitor analysis tool
  • ChatGPT, People also ask: Great for building long-tail keywords

Powerful Positioning Statement Examples To Solidify Brand Identity

The success of any business doesn’t depend on the products but on how well you can market and sell them. This is where positioning statements come in. 

Positioning statements help your marketing and sales team create a unified and compelling message across every stage of the sales process. But creating one isn’t so cut and dry.

We’re here to guide you through it. In this article, we’ll be running through the following:

  • What are positioning statements? 
  • The core elements of a positioning statement
  • How to write your own 
  • Positioning statement templates to draw inspiration from
  • Best practices to ensure optimized positioning statements

What are Positioning Statements?

A positioning statement describes your product, your ideal customers, and how it provides solutions to your industry’s needs. It offers an outline for both marketing and sales efforts. 

Every business decision related to outreach campaigns or marketing should align with your positioning statement.

When both departments are focused, everything from lead generation to closing sales is streamlined, resulting in more conversions and increased revenue. 

So, what makes this statement effective? Let’s look at the fundamental elements of a great positioning statement. 

The Core Elements of a Positioning Statement

Positioning statements and your company’s “Mission and Vision” are often used interchangeably. They shouldn’t be. There’s a clear distinction. 

To fully understand the nuances between the two, we need to take a look at the core elements that make up a positioning statement:

Audience

Your ideal customers are the people who need your products or service the most. The key word here is “ideal.” This means qualifying leads produced from marketing efforts.

We do this by creating ideal customer profiles or buyer personas. Once we’ve qualified leads, marketing and sales can focus on product positioning. 

Product Positioning

What differentiates your product from competitors? Is it the features? Probably not. That’s because, in a tight niche, competitors are going to offer more or less the same thing packaged differently.

Instead, focus on your product’s benefits and how it can provide immediate value. Put yourself in your target audience’s shoes. Answer how your product can improve your prospect’s quality of life, save them on costs, or solve specific pain points. 

But, to answer these questions, you need to research your market. 

Market

Your target market includes both potential prospects and competitors. The broader your target market, the more potential prospects or competition you’d have. 

As a rule of thumb, you’d want to be specific and target a niche within a market. As you scale your business, you can expand your reach and get more niches. 

The fastest way to scale your business is to convert more prospects into paying customers. To get more conversions, we need to understand their unique pain points. 

Customer Pain Points

Pain points are the problems your prospects have in your market that you can solve. Your products and services should go beyond offering solutions to common issues. 

You need to do in-depth research on your prospect. Learn more about their unique issues with every email nurture sequence. Find unconsidered needs and promise a solution. 

Brand Promise

“Promise” is a heavy word— you have to consistently deliver on your promises of providing solutions to unique pain points. Failing to do so directly affects your brand image. 

A brand promise is the culmination of the benefits prospects get when they use your products or services. This should tie in with product positioning to round out your brand identity.

Brand Identity and Values

Your brand identity is how you portray yourself to the world. This includes logos, the copy on social media ads, and even how you approach sending cold emails.

Building a unique brand identity sets you apart from the competition. But what really makes a difference is the value you hold as a brand. 

Your values give your target audience a sound image of your organization’s culture. Are you a brand they would want to associate with? 

With a solid understanding of the core elements of a positioning statement, we can now start writing one. 

Positioning Statement Examples 

A strong positioning statement defines how you want audiences to perceive your brand. Here are some examples of positioning statements from popular brands you can inspiration from:

Dunkin’

dunkin rebrand

“With America’s favorite coffee, innovative beverage strategies, and mouth-watering snacks, Dunkin’ has become the brand everyone knows nationally and loves locally.”.

Dunkin’ is an interesting case because they changed their positioning statement to match their rebrand from “Dunkin Donuts” to just “Dunkin” to emphasize their roots—making quality coffee.

Apple

apple brand statement

“Apple emphasizes technological research and advancement and takes an innovative approach to business best practices — it considers the impact our products and processes have on its customers and the planet.”

Apple’s positioning statements hit two important functions of any big brand’s CSR (corporate social responsibility)—innovation and responsibility toward sustainable practices. 

Trello

trello branding

“The way your team works is unique — so is Trello.

Trello is the flexible work management tool where teams can ideate plans, collaborate on projects, organize workflows, and track progress in a visual, productive, and rewarding way. From brainstorm to planning to execution, Trello manages the big milestones and the day-to-day tasks of working together and getting things done.”

Trello is one of, if not the most intuitive collaboration platform. How straightforward it is to use is apparent in their positioning statement. It’s all about collaboration for everything, big and small.

Coca Cola

coca cola branding

“Coca-Cola has been offering a broad range of refreshing drinks for years—each offers a positive experience to customers. Dissimilar to other beverages, Coca-Cola drinks inspire happiness and positively change a customer’s life.”

Coca-Cola’s positioning statement directly extends what it aims to bring each customer—positivity and happiness. That’s why most of the ads for Coca-Cola you see include family, friends, and loved ones, all sharing a happy moment with a Coke in hand.

BeReal

be real brand

“BeReal

For…

social media users craving authenticity and genuine connections

who want/need…

a platform that encourages real, unfiltered, and spontaneous sharing

we…

create a space for users to capture and share their daily moments, fostering a sense of community and honesty

because…

we believe in the power of authenticity and the importance of embracing our true selves in the digital age.”

BeReal is all about expressions of authenticity. You can’t upload edited photos or curate the perfect image of yourself. It all has to be real. 

How to Write Your Positioning Statement

All of the samples above use the core elements of a positioning statement. For us to write our own, we also need to do the following: 

Identify Target Audience

Your target audience should be based on specific criteria. Ask yourself what matters to you most. But, as a rule of thumb, you can segment your leads based on the following:

  • Demographics
  • Geography
  • Pain points
  • Needs
  • Psychographics

Be specific when creating your ideal customer profile or buyer persona. If you don’t know where to start, use the BANT (Budget, Authority, Need, and Timeline.) framework. 

Find Your Market Category

Buyers must assess the value they can get from your product or service. We want to make this simple for our target audience by stating our position within our niche. 

For example, metal fabrication can be the market category. But, you want to specify that further so your prospects get context on what you can offer—structural metal fabrication. 

Identify The Differentiator

What makes you different from competitors shouldn’t be the features of your products. Focus on the benefits instead. That’s because we want to differentiate ourselves from the perspective of our prospects. 

Instead of saying, “Our product is the fastest growing email marketing tool,” emphasize why it’s gaining so much traction through its benefits. 

Emphasize the Payoff

The payoff is the sum of all parts—how does your product in your market category differentiate itself from competitors to meet the needs of your ideal customers?

To fully answer this question, you need to understand your position within your niche and your target audience.

Key Takeaways

Positioning statements outline your overall brand identity, voice, and message. Here are some best practices to consider when creating your statement:

  • Marketing and sales need to have an in-depth understanding of their target customers, needs, and how the product/service addresses these needs. 
  • Before creating your statement, identify your audience, competitors, the market, customer pain points, and brand value. 
  • Highlight the benefits rather than the features. Emphasize benefits that resonate well with your target audience. 

The 3-Step Process To Writing High-Converting Website Copy

One of the last things web designers think about is the copy. I’d argue that some don’t think about website copy at all—thanks, Lorem ipsum. 

If you had a freelancer or agency build a website, you’re likely left to outsource or produce the copy yourself. Sometimes, there is website copy, but it’s dull and generic. 

So, how do we write copy that resonates with our audience and makes them want to stay, explore, and eventually buy our products or sign up?  

What Makes Website Copy Stick? 

You want to write website copy that is memorable enough to stay top-of-mind. Don’t worry about trying to convert first-time visitors; the likelihood of that happening is slim.

Studies suggest that 96% of website visitors aren’t ready to buy. And even if they’re not ready to buy—you need to write copy that sticks with them even after they leave. We do this through:

Skimmable Website Copy: Nobody likes walls of text (unless it’s a Banksy). Making your copy skimmable ensures enough time for leads to skim through your site to find something that interests them. 

Knowing Your Brand Voice: Authenticity makes you memorable. Understanding your brand voice helps you write copy that’s memorable, unique, and built to improve brand loyalty. 

Understanding Customers: Learn what customers want from your products. Focus on their benefits. Write a copy that emphasizes those benefits. You can do this through surveys, interviews, or A/B tests.

Appealing to Emotions: Emotions are powerful tools marketers can leverage to get conversions. It’s one of the best persuasive writing techniques. When applied correctly in your copy, emotions lead to action, and there’s a lot to choose from.

Solid Value Propositions: At the end of the day, it’s all about what your products offer. Your value proposition expresses why prospects should choose you over the competition.

Think of what you bring to the table. Are you more affordable, have better quality, or more convenient? All that’s left now is to sprinkle your value proposition on your website copy. 

Writing High-Converting Website Copy: A 3-Step Guide

Using the fundamentals listed above, we will show you a step-by-step rundown on how to make high-converting email copy that sticks. Here’s what you need to do: 

Create a Standard Operating Procedure (SOP) For Copywriting: Getting organized is the first step toward efficiently writing copy. Create a content plan that includes the copy for your blogs, sales pages, and other key landing pages on your site. You can do this on a simple spreadsheet or through platforms like Trello. 

Include word count, the page it’ll be on, the headers, wireframes, due dates, and the targeted keywords we want to rank for. Once an SOP is established, writing copy for future blogs or new landing pages can run like clockwork. 

Focus on the Benefits, not the Features: Earlier, we discussed focusing on benefits, and we can’t emphasize this enough. Even if your product has the best features, focusing on them alone doesn’t make it appealing.

Website copy fixated on features are just bullet points. They don’t provide prospects with context. 

Let’s say you’re a company that provides outsourced, affordable, and talented medical virtual assistants. Which copy would a prospect latch on to the most? 

Copy A: Our professionally trained medical VAs can save you upwards of 40% on staffing overhead for all your back-office needs. 

Copy B: Our medical VAs can do everything from bookkeeping and bill management, all the way to insurance claims. 

Copy A is the sure winner here. It already includes what copy B is trying to say but focuses on what prospects can expect when they get your service, contextualizing your offer from their perspective. 

Use Customer Language: You don’t want to be boxed in by sounding too professional in your website copy. Sometimes, the copy can derail into a congregation of industry jargon that many could find alienating. 

Instead, write copy as if talking to the ideal customer. Put yourself in their shoes. As a customer, describe your problem and the solution you’re after.

Let’s say you have a fitness app that acts as a personalized virtual trainer called FitFriend.

One of your ideal customers might be someone in and out of the gym, month after month. Your website copy could be as simple as “Looking to stay consistent? FitFriend is here to help you follow a personalized routine and track your progress.” 

This can quickly lead to a “Dang, this product is exactly what I need” moment. We want these reactions if we aim to create high-converting website copy. 

Website Copy Elements You Should Always Have

Remember, there are different elements in your site that you need to write copy for. Here are the elements that you should always include: 

H1 Heading (Main Heading/Top-of-the-Fold)

Your H1 Heading should be the first thing site visitors see. It should be a concise and accurate description of what a page is all about. Let’s use one of Spacebar’s pages as an example: 

webcopy example

The H1 heading on this page is “We keep backlinks classy.” This is followed by a short description that summarizes the entire page. It’s all about backlink building as a service, not how to do backlink building. 

H2 Headings (Supports H1, Helps Prospects Find What They Need)

Further down the page, site visitors should find your H2 headings. They support your H1 heading, help visitors skim through your page, and find what they need most. Here’s an example from Semrush. 

seo webcopy

The H2 headers on their homepage include social proof and the benefits the tools provide to their prospects, SEOs, and marketing agencies. 

Body Copy / Main Copy

The body copy is the main copy we write below our headers. You don’t want to sound like you’re trying to pitch a sale. Instead, go for an information-led approach. Focus on the benefits and provide everything necessary to help your prospects make an informed decision.

Call to Action (CTA)

A call to action directs interested prospects to the next step they should take. For a product page, these are things like “Buy Now!” or “Order Here.” These CTA copies are typically inside colorful buttons that stand out from the rest of the page. 

But not every CTA has to be this way. It can be subtle. Guiding prospects down your sales funnel. For example, you can contextualize your CTAs.

Let’s say you’re selling a lead generation tool. Instead of saying, “Start your free trial today,” you can say, “Start Scaling Your Business Today!”

Key Takeaways

Website copy should be part of your overall website development plan. If you want to write high-converting website copy, remember these best practices:

  • Ensure that you understand your customers and their needs
  • Write copy that’s skimmable but enough to provide necessary information
  • Focus on the benefits, not the features
  • Don’t alienate prospects with technical or industry jargon
  • Use language that’s understandable for the majority of readers

5 Sitemap Examples: Designing An Effective Sitemap

5 Sitemap Examples For Users And Bots: What Makes An Effective Sitemap Structure?

Intuitive navigation leads to better user experiences. Site visitors who get to the content they need fast get more value. The same goes for bots. That’s where sitemaps come in. 

Sitemaps provide users and indexing bots with a clear overview of where vital pieces of content are on our sites. So, how do we create and optimize site maps? Let’s dive right in. 

What are Sitemaps?

A sitemap is a file that helps Google index the pages on your site. Although part of technical SEO, creating a sitemap is simple.

Most content management systems (CMS) like WordPress or Wix automatically generate a sitemap for you. It contains your site’s page URLs, media, and files and how they relate. 

Sitemaps can be generated manually. However, Google said the order of the URLs in a sitemap doesn’t matter. 

What’s important is how the sitemap architecture is structured. Here’s what a sitemap looks like for Spacebar Collective:

Spacebar Collective XML sitemap

Here, we have four separate sitemaps generated by Yoast SEO for key pages on the site. But this sitemap is made for the bots to crawl. There’s another sitemap that we need to consider. 

Every Website Needs Two Types of Sitemaps

There are two main types of sitemaps present on most websites: XML sitemaps (like our example) and HTML sitemaps. 

XML Sitemaps

Web admins leverage extensible markup language (XML) sitemaps to help search engines contextualize the contents of your site.

If your website’s pages aren’t indexed, check if there’s a sitemap file. You can also check Google Search Console and see if a sitemap is submitted. 

HTML Sitemaps

An HTML (hypertext markup language) sitemap allows visitors to navigate your site quickly. These sitemaps are often found on the bottom of a website. 

HTML sitemap example

Think of it as a table of contents, providing an overview of your site’s essential pages. Creating a well-structured HTML sitemap reduces click depth, improving user experience. 

HTML and XML sitemaps aren’t required for a page to rank. Google can still crawl your site through internal linking. But it makes Google’s job a whole lot faster. Let’s look at more examples. 

Sitemap Examples to Take Inspiration From

There’s not much we can optimize for XML sitemaps, as our CMS already generates one. On the other hand, HTML sitemaps offer more leeway since the design is up to our preference. 

Here are 5 sitemap examples to take inspiration from when building your website structure:

Ahrefs’ HTML Sitemap

ahrefs HTML sitemap example

SaaS companies like Ahref have products with a comprehensive list of features and tools. That’s why each sitemap must be categorized. Ahref does this beautifully. 

Users can easily navigate and find what they need, from Ahrefs’ core tools to resources such as blogs, even with such a large site.  

Venngage HTML Sitemap

Venngage sitemap example

Venngage’s sitemap stands out because it includes competitor comparisons immediately. They understand that users going to their site are thinking of getting graphic design alternatives. 

The best part about their sitemap is that all the products are laid out whether you’re looking for an infographic maker or a presentation creator. There are even templates at the ready. 

LeadGenera HTML Sitemap

LeadGenEra HTML sitemap example

Leadgenera’s sitemap takes a resource-centered approach. They included a summary of their main navigation bar (services, portfolios, about us pages) and highlighted their knowledge hub.

When users visit their site, they don’t have to go far to find resources related to their main service—lead generation. It includes the basics of lead gen, the tools, strategies, and guides. 

How to Find XML Sitemaps of Any Site

Finding HTML sitemaps is easy since most sites have them at the bottom of their home pages. Some even have a “sitemap” in their navigation menu.

But how about the XML sitemaps? How do you even check if you have a sitemap yourself? Here are two simple ways to find basic sitemaps, especially those auto-generated by your CMS. 

Domain Name + Sitemap

Finding the sitemap of a website generated from plugins like Yoast is easy. You just have to enter the domain name and either of the following:

  • /sitemap
  • /sitemap.xml
  • /sitemap_index.xml

Let’s try it out with Leadgenera. 

XML sitemap example

Using Robots.txt

It’s best practice to include the sitemap in your website’s robots.txt file. We can use that to reverse-engineer our way into finding the XML sitemap of other sites as well. To do so, we can try entering the domain name + /robots.txt. Let’s try this method with Venngage.  

robots.txt example

Sitemap Best Practices

We’ve established the importance of having a sitemap for both bots and site users. So, if you’re planning on creating or optimizing your sitemaps, consider these best practices: 

Prioritize Web Pages

You can edit your XML sitemaps and include a priority score (between 0.1 and 1) for each page. The higher the value, the more search engines will crawl it. 

Does this really matter for your SERP ranking? Not really. But it does allow newer sites to have important pages indexed faster. 

If you go this route, prioritize dynamic pages first (pages where new content is consistently published), such as blogs or product pages for an eCommerce site. 

Categorize Content

Categorizing content helps crawlers contextualize your website structure. The standard practice is to follow a basic website hierarchical order starting from the homepage. 

Categories, then subcategories follow it. Creating a content plan can help you map out the structure that suits your website best, especially during the planning stage. 

Don’t Include Non-Indexed URLs

Sitemaps are there to tell web crawlers the pages that you want indexed. It won’t make sense for you to include pages that aren’t supposed to get indexed. All URLs in your sitemap should return a 200 status code (successful website request). 

Leverage Sitemap Generator Tools

Automating your site map would only make sense as you scale your content velocity. Several tools are available, the most popular being Yoast, InSpyder, and Slickplan Sitemap Builder. 

Submit Sitemap to Google

When revamping, optimizing, or creating a new sitemap, submit it to Google through your Google Search Console dashboard. 

Key Takeaways

A proper XML sitemap structure is necessary if we want our pages to get indexed faster and more efficiently. HTML sitemaps make user navigation easier when they visit our site.

Both aren’t necessary for ranking. But they improve index speeds and the overall user experience. As a quick recap, here are some key insights you might’ve missed:

  • To find sitemaps, you can use domain + /robots.txt or domain + /sitemap
  • HTML sitemaps are typically found at the bottom of the homepage
  • Don’t include non-indexed URLs in your site

How To Beat The Competition By Scaling Content Velocity

Google and other search engines reward high-quality and valuable content. That will always be an SEO fundamental. However, it takes A LOT of TIME for content to gain traction organically. 

With how competitive most industries are, time isn’t something we can spare. To keep up with competitors, we need content velocity at scale. 

What is Content Velocity, and How Do We Measure It?

Content velocity is the volume of content you publish over a period of time. It can be measured weekly, monthly, or yearly—per word count, pages published, URLs, or blogs. 

Measuring content velocity comes down to preference and what a business values most. Since we’re dealing with content velocity for SEO, we typically measure in terms of new pages. 

We want to build topical authority through strategic content planning, not just word count. In short, focus on creating long-form content that makes sense for the topic and the readers. 

How Fast Should Our Content Velocity Be?

There isn’t a universal benchmark for content velocity. We must consider factors such as our competitor’s content velocity, our own content library, and internal linking structure

Let’s say your top competitor is publishing 50 articles over six months. That means they have a content velocity of 8.33. Ideally, you’d want to go beyond or match their content velocity. 

But the amount of content published isn’t the only factor to consider in our overall SEO strategy. We still need to optimize our website for our content to be crawled, indexed and ranked faster. 

The Importance of Content Velocity in SEO 

For well-established sites with high authority, indexing can happen within hours after publishing a new page. For newer sites with no authority, backlinks, and a thin content library, it can take 3-6 months. 

In a vacuum, data says that in a year, only 30% to 60% of your content can actually bring value to your business. But that’s the great thing about content velocity. The more quality content you produce, the more Google sees you as an expert. 

Paired with the right link velocity strategy and solid SEO fundamentals, indexing time for new pages gets gut down significantly. So, how exactly do we scale our content velocity in such competitive markets? 

How to Scale Content Velocity

If a site is optimized for SEO, all that’s left to do is to scale content production to match competitors’ content velocity. Here are five strategies that help you do just that. 

Outsourcing Blog Writing

Blogs are the cornerstone for achieving content velocity. Remember, we want to achieve topical authority—blogs are the best way to do so. 

Let’s say you’re a local contractor aiming to rank for “vinyl siding installation.” You could write the blogs yourself. But that would take hours of your day. 

That’s time you could’ve used doing dollar-productive tasks. To save time and resources, you could outsource blog writing

It removes the risks involved in keyword planning and content production (pitfalls such as keyword cannibalism), streamlines content planning and editing, and saves time and overhead (training costs, onboarding, etc.). 

Plus, you can scale your content production based on your available marketing budget, allowing for a more flexible SEO campaign than locked-in, quota-based in-house marketing. 

content production

Creating an SEO Content Plan

If you want to keep blog writing or content production in-house, you must develop a solid SEO content plan. This involves:

  • Audience and competitor research
  • Keyword planning
  • Creating topic clusters (topical maps or keyword silos)
  • Establishing a content plan template
  • Creating a content calendar

Create your SEO content plan with clear goals in mind. This helps align your content plan to your content calendar, set benchmarks, and identify key metrics. 

After executing your content plan, be sure to monitor your campaigns and update them regularly. It’s not a one-and-done deal. Content production will always be an ongoing process. 

Leverage Content Writing Tools

Since we are talking about content velocity, it’s only natural to use tools for streamlining content creation—and we’re not talking about ChatGPT. It was exciting at first, but AI detection tools are catching up faster than you can write prompts.

Letting AI write entire blogs is possible, but it’s not the best idea. Instead, we can use it for creating content outlines, templates, or keyword clustering. Aside from ChatGPT, we can use the following content writing tools to help us write better content faster: 

  • Grammarly: Grammar and spellchecker, eliminates typos, offers suggestions, and detects plagiarism. 
  • Hemingway: Online writing assistant. Helps you create succinct, persuasive, and easy-to-read sentences.
  • Yoast SEO: WordPress plugin for optimizing SEO content. Helps reduce the risk of keyword cannibalization, highlights passive voices in sentences, and offers suggestions.

Front Load Initial Content Campaigns

Content takes time to mature and see organic growth. Front loading means publishing more volume during the initial campaigns, then sparingly once the initial blogs mature. 

Here’s an example of that at play. I started creating content for this site in March of 2022. It had a thin content library, so I used the frontloading strategy and published 4-5 articles weekly. 

After all the optimizations, such as a robust internal linking structure, Schema markups, and 

It took about three months for the blogs to get indexed. Once they did, I lowered the volume to 2 weekly articles to avoid keyword cannibalization and still saw consistent growth. 

content marketing

Repurposing Content

If you’re front-loading content, you’d have to find a way to fill content gaps in your other channels/platforms. That’s where content repurposing strategies come in. 

For example, a 2,000-word article can be chopped down to highlight certain topics you can repurpose as a Twitter thread, a short YouTube video, or an infographic.

It helps accelerate maturing long-form content, build lead magnets on various platforms, and engage your community.  

Key Takeaways

Keeping up with the competition means matching or going beyond their content velocity or the content volume produced over time. To scale content velocity, you can leverage strategies like:

  • Outsourcing blog writing
  • Developing an SEO content plan 
  • Utilizing content writing tools
  • Front-loading content
  • Repurposing content for other platforms