Content with Intent
Content, content everywhere. So the question is – how do you win in such a crowded market?
First off, you recognise the difference between good content and bad content.
Second, you make sure you produce the first kind.
What it is: content marketing
Content with intent is a term I coined to describe content marketing for businesses that is written specifically with reader intent in mind, as well as having a direct focus on achieving the goals of the business.
Simply put, anyone browsing the web does so because they’re looking for something. And content that gives readers a good customer experience and ranks well on Google is the content that provides the most satisfactory outcome for the end user.
Going further than this, true content with intent weaves your business goals seamlessly into the content you provide to achieve the absolute maximum in commercial results while maintaining optimum customer satisfaction for long-term success.
Why it's important: SEO
Search engine optimisation, or SEO, is a process by which content writers like myself work to ensure businesses like yours get prime position on Google.
Explaining the latest SEO techniques is beyond the scope of this page. What’s essential to know though is that search engines like Google consistently value reader engagement. So writing quality content that readers enjoy is a big part of it, and this is a skill that takes years to master.
Google also prioritises websites that are regularly updated, so content frequency forms another element of a good SEO campaign. Because of this, regular content is something most businesses need.
This can range from ad-hoc articles or one article per month to multiple articles per week. Essentially the limiting factor here tends to be budget, as more well-produced content generally leads to higher search engine rankings and greater success.
How it works: the content creation process
My engagement process is the same for whatever work I’m doing:
- Initial enquiry – the part I’m hoping you’ll do shortly where you fill in my contact form with as many details as you can.
- Clarification – I get back to you to answer questions and get missing pieces.
- Quotation – I send you what it’s going to cost.
- Proposal – If you agree, I send you a full agreement outlining exactly what I’ll do for you, when, and how much I’ll charge.
- Brief – I pick up the finer details of the project to make sure the process is as smooth as possible.
This process generally doesn’t take too long, around an hour of commitment from your end in total, including all five steps. Once this has been agreed, I can get to work on the creative process:
- Research – I conduct the necessary research required on the topic.
- Writing – I weave you a piece of content that will have your readers drooling on their smartphones.
- First draft – I submit this piece for your feedback in good time.
- Revision(s) – If there are any elements that you feel are unsuitable, I will revise the piece up to three times.
- Final draft – I submit my final draft alongside my final invoice, within budget and on time, every time.
How much it costs: content pricing
Since writing content is both skill and art, it can be estimated but never fully quantified until you’re in the thick of it. The true cost of a piece of content is determined by the following factors:
- How long it will be in words
- The difficulty in terms of topic depth and research required
- How long it’ll take me in hours or days
- When it’s needed by
It’s for this reason that I always propose a project-based quote to ensure a fair deal for both of us. That said, the following can be used as a guide.
- £30 hourly rate
- £225 daily rate
- £150 for an 1000-1200 word blog post that doesn’t require much research
- £225 for an 1000-1200 word blog post that requires a fair amount of research
- £300 for an 1000-1200 word blog post that is very complex and requires extensive research
What is included: why it's worth it
Included within the price is the following:
- Full 10-step process listed above, contracts drawn up, phone calls/emails and all back and forth
- Topics provided to be written about (unless you would prefer to provide these)
- Three titles for each piece
- Keyword research
- Relevant competitor/market research
- The latest SEO techniques as I have completed extensive training in this area
- My unique experience working within financial services including IFA qualification
- My copywriting diploma from CMP, the gold standard for copywriting
- Experience from studying marketing at degree level
- Five years of business writing experience both within finance and as a freelancer
- Professional indemnity insurance