Storytellers With an Eye on the Bottom Line
Before people buy your product or service, they need to buy your story.
High-quality content sells your expertise, brand, trustworthiness and values to leads.
From blog posts to video scripts, infographics, white papers, website copy and everything in between, great written content underpins everything we do at Brafton – and we’d love to show you the value that professional copywriting can bring to your content marketing. Our content services will engage your audience in your brand’s story, potentially leading them to become loyal product or service users.
Most B2B and B2C content marketers agree: Blog articles are the most effective type of online content for building brand awareness.
Whether short-form blog posts, news articles, in-depth thought leadership content or a listicle, the point is blogs work. But when new blog content is published to the internet every 0.5 seconds, “good enough” won’t make the cut.
The difference between good and great blog writing lies in how well the content is search-optimised. Your content writer is armed with data from Google Analytics, Semrush, MarketMuse and other platforms to deliver effective SEO content that’s on-brand, on-point and, eventually, on Page 1.
The Brafton team translates search engine intent and keyword research for you, publishing great online content that fuels your larger digital marketing strategy. By using the most up-to-date SEO data, our blog writing services can elevate your online content to the next level.
If the goal of blog posts is to spur engagement with readers, white papers are the perfect content form to deepen that engagement. In fact, more than 50% of all content marketers leverage white papers for lead generation, using them particularly for inbound marketing.
Brafton’s professional content writing services hit every stage of the funnel and every marketing channel, increasing the probability of your next potential customer discovering your brand.
When someone provides an email address in exchange for a white paper, they’re demonstrating intent and interest. Still, they also expect the exchange of contact information for insight, to be fair. Don’t let them down.
White papers need to be thoroughly researched and expertly crafted. This is your chance to showcase all the elements of your brand identity, services/products, business goals and values in greater depth and with more creative space than a blog. Brafton writers have the research acumen, data-gathering skills, industry-specific expertise and business writing experience necessary to tell your brand’s story.
Another key asset in your content strategy that can be gated for lead-gen purposes, or distributed freely, is an eBook. Did you know that 90% of information transmitted to the brain is visual? Our eBooks take full advantage of that fact to present advanced subject matter in a creative and engaging format.
Every eBook page we write and design has the ideal mix of text and formatting to get the point across without overwhelming the reader. This makes it possible to incorporate unique elements that complement the written content, but it also means every word really has to count. Not a phrase out of place.
Our writers work directly with your marketing team to ideate eBook topics, develop an outline and write the copy with word economy and visual cues in mind. The result is a visually stunning, mid- to deep-funnel asset providing prospects guidance, instruction and thought leadership.
More than 80% of web users skim content in search of specific information. Even the best blog or white paper sometimes isn’t enough to grab the attention of the online reader or social media user – but that’s exactly what an infographic is for.
An infographic is a design-heavy piece that visualises key data points or concepts and is great for sharing on Twitter, Facebook or LinkedIn. While the graphics play a big role, the info cannot be forgotten. These assets need to be written in a way that summarises key information in succinct bullet points that contain quick-hitting facts or numbers, but also complements the illustrations.
Part of professional content writing is knowing when to show restraint, and concision is an ideal our content teams can appreciate and execute on when it comes to infographic copy.
The case study is a cornerstone of any content marketing strategy. At its essence, a case study is word-of-mouth, the most powerful form of marketing: 88% of marketers say case studies are their most effective marketing asset.
A case study is your way of turning satisfied customers into brand advocates. Their stories may then help convert leads who become satisfied customers and eventual brand advocates – quite the virtuous cycle.
Leads expect brands to brag, but when they hear customers singing your praises, it really resonates. Case in point.
Brafton’s writers know how to tell a story that puts your customer at the centre, explaining their challenge, your company’s solution and the positive outcomes. They’re skilled interviewers who can tease out the quote-worthy content that online readers crave and make for impactful and persuasive storytelling, deftly weaving your products’ and services’ competitive advantages and value propositions into an engaging narrative.
Landing page copy lives front and centre on your site – so you have every reason to make sure it’s in the best possible shape. Every visitor who comes to your home page, about page, product and services pages will interact with the copy, so it has to be clean, concise and optimised to rank for high-value keywords. No pressure.
Writing landing page and website copy is half science, half art. The science part entails developing Search Performance Briefs that take the guesswork out of ranking for competitive, commercial-intent keywords. The art is in taking the insights from those briefs and working on secondary keywords and main topics to discuss. The result is scannable website copy that truly represents your brand’s value.
It’s a tall order. Nearly 75% of all businesses struggle with landing page optimisation – but not our professional content writers. With help from our consulting team, we can develop search-optimised copy for everything from a brand values landing page to a total website redesign.
Indeed, effective website content writing services go beyond simply crafting compelling copy. They’re about driving customer conversion. When your website content writing is done right, it doesn’t just tell your brand’s story — it persuades, inspires and motivates. It turns casual browsers into interested leads and interested leads into loyal customers.
Our skilled content writers understand this dual role of website content writing. They know how to make your brand’s value proposition clear and enticing, turning your site into a powerful tool for conversion. In the end, our aim is not only to increase your site’s visibility in search rankings but also to improve your customer conversion rates. The result is a website that doesn’t just attract visitors — it captivates them, keeps them engaged and inspires them to take action.
Email Copy & Newsletters
Email marketing yields $44 for every $1 spent, on average, making it a return on investment dream. However, this ROI isn’t served up on a platter. You must have a robust and comprehensive email marketing strategy that uses blog posts, conversion landing pages and marketing content designed to build your email list and drive ROI.
Email marketing also requires click-worthy subject lines and punchy writing that gets subscribers opening your messages and clicking on your calls to action. Our writers understand that less is more in email. They can write newsletters to promote your blog posts or one-off lead-nurture emails that plug your latest eBook or white paper. Concise, conversational and memorable language engages recipients, which is exactly what Brafton offers as your marketing content provider.
We can even help you create end-to-end email drip campaigns with the insight of a strategist. If it’s email content creation, we do it.
What separates content and copy? It’s a very thin line, but one that our content teams are able to walk flawlessly.
Direct marketing and advertising require different strategies and execution than content marketing does. You need copy that informs, entertains and inspires in just a tagline. Our content writing services cover everything from creating embedded CTAs to copy for text ads, display ads, banner ads, paid search listings, social media posts, conversion prompts, asset landing pages and brochures.
There’s a time and a place for direct, action-oriented language – and our writers have a knack for using language that can motivate and galvanise leads into taking the next step. Creating good content is their expertise.
Video & Animation Scripts
Video content accounts for nearly 80% of all internet traffic. For marketers, a well-made video can work wonders: 97% of businesses say video helps people understand their offerings better. It makes sense: Short, engaging clips are easy to digest and contain lots of information.
But before the lights, the camera and the action, there’s a script. This includes scripts for animated explainer videos, whiteboard videos, video testimonials and video blogs. And drafting copy that lends itself well to voiceover or a reading by a live presenter is a special skill – one that our content writers possess.
A well-executed video script can set the tone for an entire video project. It can also provide guidance to video editors and animators in post production as they bring the written word to life.
Press releases can increase brand exposure and generate new links and traffic to your website. Brafton’s partnership with top press release distribution platforms enables your company announcements to reach wider audiences.
To get your message out quickly, our content writing service includes free distribution, analytics-tracking and reporting on press release ROI.
In nearly any marketing strategy, the need arises for custom content that doesn’t clearly fall in the purview of traditional article writing services. But if it’s content, and it needs writing, our experienced writers can and will do it, employing the best practices of SEO copywriting.
Our clients have asked us for guest posts that appear in industry magazines, webinars, slide decks presented to large audiences, one-pagers, flyers, executive bios, product descriptions, corporate training materials, LinkedIn summaries, speeches and more – and we have delivered.
Furthermore, we also engage in content re-optimisation, a crucial aspect of our service offerings. This involves routinely reviewing and updating existing content to ensure it remains relevant, engaging and effective over time. Our specialists analyse performance metrics, track changes in keyword rankings and SEO practices and make necessary adjustments to content to keep up with evolving market trends and audience preferences.
This continual process of re-optimisation not only helps maintain the relevance of your content but also significantly enhances its lifespan, ensuring it continues to drive traffic and conversions long after its initial publication.
The secret is our close collaboration with your internal teams. Such projects require tight coordination, and you’ll get that across your dedicated team of writers, strategists, project managers and other stakeholders. Our commitment to excellence in SEO copywriting guarantees that every piece of content we deliver is custom-tailored to meet your specific needs and goals.
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