Content Marketing For

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Showcase your brand, your expertise & your values through engaging content that reaches new audiences at scale.

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Discover your true brand reach

Content marketing is strategically creating, delivering and distributing valuable, useful and inspiring content to gain and maintain customers, to build links and to make your brand more prominent.

Our content marketing strategy is search-focused, persona-driven, and lean. We capture audiences at all stages of the customer lifecycle.

As a leading content marketing agency in Chester, we focus on meeting the needs of your customers across the three core areas of their journey to purchase, awareness of your brand, consideration or your products or services and finally giving them the confidence and intent to purchase.

Each piece of content from product or service descriptions through to show-stopping digital PR is created with clear and concise goals that can be measured on your bottom line.

Let us show you what we can do.

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Talk to us today

0800 122 3530

Richard Waters
Sales & Marketing Director
hello@salience.co.uk

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Content Marketing

Dreams

The challenge: Own sleep. The solution: A digital magazine in the form of 'The Sleep Matters Club', over 100,000 words of enhanced copy, Robust & interactive buying guides and a visual gallery. Sleep, owned.

Factory Direct Flooring

FAQs, fitting & maintenance advice for some pretty wooden content, resulting in several content award wins & shortlists, including best content ROI.

Sunny

News, guides and advice around one hell of a competitive & regulated market, short-term lending.

77 Diamonds

We brought permanence to celebrity engagement stories through a data-led digital PR asset, giving 77' a diamond-set backlink profile.

"The results we've achieved from Salience's content marketing efforts have exceeded my expectations. We knew content marketing was a viable route to ROI in general, but were unsure if it would apply to flooring. Thankfully, the results were well beyond viable and I'm excited to continue growing Factory Direct Flooring with content."Paul Hambidge, MD

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The Drum Dream Awards
The Drum Social Buzz Awards
CMA
The Drum Content Awards

How Content Marketing Works

1

Create

No more unseen cat GIFs on your company blog. We create content through data & our extensive experience of what works best for each digital channel.

I’m impressed with the knowledge and suggestions Salience have actioned to ensure our consistent improvement as a brand

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Paul Hambidge

Owner

2

Deliver

No one wants to read a company blog. We reinvent your content platforms as independent publishers, with you as the sole advertiser.

Working with Salience, we have developed a rich source of informative content around sleep and wellbeing for Dreams customers, which drives regular social engagement and web traffic to our site - contributing to our SEO success and underpinning the company’s genuine passion for sleep.

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Dhiresh Hirani

Digital Marketing Manager

3

Distribute

Balanced acquisition through veteran SEO best practice, digital PR, strategic paid distribution & retargeting.

We’ve been amazed at the success of this campaign in driving engagement with customers and prospects we never would have imagined

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Scott Greever

UK Managing Director

  • Content Strategy

    Content sits at the heart of all your digital channels. It’s one of the biggest services we offer, and one of the best investments you can make for your site. Content strategy isn’t all about creation. It’s about looking at your existing assets and seeing what can be used where or what can be done to enhance or monetise it. Got a whole bed of copy going nowhere? We’ll give it a purpose. Only writing for half of your target market? We’ll show you how to appeal to them all and then some.  As an award-winning Chester content marketing agency, we work alongside your team to teach them what we know. We’ll brief up articles and let your writers do the talking or we can set our writing team to task

    Content Marketing Strategy

    Once your content strategy is in place, we can start creating new badass content. First, we need to know the brand, the audience and the market. During our content discovery process, we map out who’s doing well in your market already and why what they’re doing is successful. Then we see where opportunities lie and fill the gaps. We build customer profiles and workshop ideas with your insight and help, and we create content frameworks to give us all the best head start. Why do we do all this? People expect an experience that is not only high quality but also tailored to them. And we all remember the 7 ps of planning.

    Related: 4 Ways To Increase Audience Engagement Through Content Marketing

  • Digital Magazines

    Because nobody wants to read a company blog. This is the place where your awareness content sits. Those articles and assets that engage users in a selfless way. Your brand magazine is the place where you can show off your tone of voice and outline exactly who you are as a company. The shed load of traffic is pretty good, too. It’s your company’s sub-brand, ideal for those in a reputation-impacted industry to build a new name independent of your full site. The end game is to create a magazine that subscribers flock to again and again. This is your owned audience. Find your niche and serve it well.

    Editorial Content

    The delicious filling within your magazine sandwich.

    Your editorial articles give you the voice to discuss newsworthy trends and celebrate seasonality. They also give your company the best chance of ranking for popular search terms that your main site won’t.

    We create content when it’s needed and when it serves a purpose. This keeps you current, vibrant and en pointe.

    We’re specialists in editorial, so expect nothing less than our A game.

    Influencer Content

    ‘I saw Cady Heron wearing army pants and flip-flops, so I bought army pants and flip-flops.’ If Mean Girls taught us anything, it’s that influencers are so called for a reason. Using carefully selected experts in your market, we can engage audiences that we otherwise might not reach. We’ve had designers, psychologists, marines, explorers, sailors, hotel inspectors to name a few. What does that do for your business? It makes you relevant, desirable and salient.

  • Resource Hubs for E-A-T

    Like Wikipedia but reliable. Also known as consideration content, this is the place to answer all relevant questions and share the right kinds of advice. We find this through keyword and market research, alongside audits of what you already have. Advice centres can have articles, guides, eBooks, assets and tools, all in the name of education. Evergreen stuff that’ll stay relevant for years. People who come to you for advice are more likely to trust you. Trust equals investment. Investment equals revenue.

    Expertise, Authority, Trust (EAT)

    With recent Google algorithm updates focusing on E-A-T, resource hubs and guide content are becoming more and more important. In terms of search, perhaps most important. Quite simply, search engines absolutely expect you to guide and advice your customer through their journey.

    It’s not enough to describe and sell. It’s imperative you offer advice too. But it’s not wholly selfless, take a look at this article on how leveraging guide content is key to maximising your category performance. Here you’ll see how with the right internal link structure, clear language and genuinely helpful guides, you can compete in spaces you never thought possible. At our Chester content marketing agency, we work closely alongside your expertise to make sure the content we produce sings as best it can. You’re the experts in what you do, we’re the experts in presenting that in different forms for different audiences.

  • Content Optimisation

    Getting your content to the top when we know it can be done. Content optimisation works because it takes a job you’ve already done well and, using SEO insight and market knowledge, makes it perform better. Tired of being on page 2 for a juicy term? We eat drink juicy terms for breakfast. And by drink we mean we get you on page one. Doing it proactively means we spend resource wisely. We don’t waste our time or your money. And we’ll only do it if we truly think we’ll get results.

    How we optimise

    It all depends on what you need. Optimisation can range from changing a few H2s on a blog post through to combining posts together to stop them cannibalising each other for the same keyword. Some things we might pick apart when optimising your content:

    • How can we get more traffic to it?
    • How can we make it an integral part of the user journey (enhanced with shoppable content and good CTAs)?
    • Is it easy to navigate?
    • Does it meet Google’s accessibility standards?
    • Is the UX on point?
    • Are there are any missed KW opportunities?

    It takes your content from unseen to top of the SERPs. Whether a simple tweak or a big overhaul, the results speak volumes. And it’s all tailored to you.

  • Links Through Digital PR

    Digital Assets

    Too good to ignore, too difficult to copy. If you stick to this rule, you have the right start. Our digital assets come in many forms, but they all exist to gain links. Infographics, videos, quizzes, whitepapers and the rest. Whether it’s branded research or selfless insight that the press can’t resist, our story team love a good creative campaign.

    PR & Outreach

    Your name in lights. The reason why publications are seen as trustworthy is a high standard of editorial control. People trust what they already know and publications understand what their audiences respond to. Digital PR helps break us through that barrier and get your name seen by new audiences. We’ll only outreach our work to channels we believe will have a genuine interest, putting it in the right hands from the get-go. This gives us the best chance of placing work and getting coverage.

    Related: How To Write The Ultimate Content Outreach Email

    Blogger Engagement

    Bloggers are your secret weapon. When implemented correctly, engaging the ever-growing blogging community is a powerful tool offering more consistency and flexibility than Digital PR. This approach is one of the most consistent ways to gain mid-tier links to your site or digital assets. When done as part of a wider PR mix, blogger engagement is invaluable. Gaining links in this way gives us more control over their placement and targeting by finding bloggers within your niche. Every link counts.

    Related: Content Marketing Campaigns – How They’ll Get Links

  • Own Your Industry With Keyword Variants

    Remember earlier when we spoke about guide and advice content?

    Well, those consideration pieces offer more than just the ability to boost your categories. Throw twenty people in the same room and listen to all the different ways they say, “Hello, how are you?”.

    Understanding this variety of language is key to good search performance and we’re experts in hunting these variants. We’ll find the questions your customers ask in a million different ways and find one answer to suit. While we’d like to pretend its magic, it’s really quite simple to turn a 150 volume search into a 5k search.

    First point of call is exploring the search landscape for similar articles and working out how we can go bigger and better than what already exists. While doing this, we’ll collate every keyword those pages rank for and create a roadmap for achieving multiple KW ranks in one editorial piece. This drives traffic, builds brand, and often can begin the journey to conversion.

    Why answer one question when you can answer 100?

    We know how Google reads your site and how it decides which questions you’re answering. This gives us the opportunity to target absolutely hundreds of keywords where another content marketing agency would target one. We also explore the relevant peripheral questions so that visitors to your site don’t ever feel the need to go elsewhere. This doesn’t mean bloat and it doesn’t mean spam – rather, a one-stop-shop that doesn’t miss a trick.

    Our writers answer questions in as few as words as possible. We’re not here to waste time. There’s no point wearing a ball-gown to water the plants. When the wow-factor is needed, we deliver, but most of the time, users just want the answers in as few clicks as possible.

    Our UX team get to work on how we present this best.  For those ready to buy, expect a streamlined experience. For those not quite so sure, we’ll direct them to persuasive copy or a guide-post and provide the answers they need before pulling them back towards conversion.

    With clean and logical internal links, and through the use of simple elements like accordion copy, we provide every user with what they need, when they need it.

  • SCHEMA and SERP-Hacking

    There’s a lot of furore about how Google are killing e-commerce sites by presenting web content through SERP features such as snippets, knowledge graphs, people also ask answerboxes and more.

    But where others see danger, we see opportunity.

    We’ve been fans of SERP features for a while now. Why spend a year optimising for a position 1 result when you could get to the top of the SERP with a half-hour optimisation?

    We’ll audit your site and your competitors to find the keywords which result in valuable SERP features. We’ll work out which are likely to boost CTR and draw people into a user journey that they didn’t even know they wanted. Some of the features we’ll look at to make sure we take up real estate on the SERP include:

    • Featured Snippets
    • FAQ Schema
    • Knowledge Graphs
    • Product Listings
    • Image Search
    • People Also Ask (PAA)

    At our content marketing agency in Chester, we have a number of SCHEMA experts and content strategists who know how to dominate in the most competitive of spaces. We look to work with what our clients already have, find the extra opportunities and then give Google what it wants.

    By playing ball with how they want content to be structured, you can quickly jump ahead of more authoritative players and burst through the kitchen door to gorge upon the feast.

    Fancy putting us to the test? Get in touch above and we’ll show you just what we can do.

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