Our Approach

As Australia’s leading content marketing agency, we’ve developed an expert model of in-house content creation and professional blog writing services built on proprietary software, creative storytellers and hard metrics. If it doesn’t serve a purpose, we don’t write it.

A typical Brafton blog post starts with data. Through analytics tracking, competitive analyses and industry conversations, we review what is currently performing and what has historically shown sustained results. We uncover searcher intent and collaborate with your team of business experts to scope out the topics that need to be written at that moment.

From there, we formulate campaigns centred on your core themes, marketing goals and target audience. Our writing team is trained in SEO best practices, so you know that each blog article is created with the intent to rank highly in search.

To support the SEO strategy behind every blog post we write, our consultants create data-led Search Performance Briefs. These serve as roadmaps for your expert writer to cover the topic of focus in detail, answering all the questions your readers will ask and thoroughly addressing key points that search engines will hunt for.

We get the right eyes on the right content at the right moment. It’s more than just content writing; it’s content excellence.

Content Strategy for Your Commercial Goals

Content Strategy for Your Commercial Goals

Blogs are top-of-funnel assets intended to capture web traffic, define your brand and address customer pain points. Prospects have questions, and blogs answer them.

A strong blog writing and distribution strategy should serve as the entry point to your sales funnel, and that’s why we’ve designed our creation process around mapping every asset to your commercial goals.

There’s a dollar amount attached to every SEO blog post, and we aim to prove it.

Our content writers utilise SEMrush, BuzzSumo, Moz, Google Analytics, MarketMuse as well as proprietary tools to lay the foundation upon which they write. We know the industry, trends, topics, keywords, audiences, angles, experts and perspectives before we put pen to paper.

Industry-Specific Experience

We organise our editorial team so that each blog writer develops subject matter expertise in a range of business sectors. Common verticals include:

Technology

Financial Services

Lifestyle

Education

Healthcare

Manufacturing/Industrial

Travel

Our goal is to connect your company with a professional writer who already has years of experience writing engaging content about your industry and for your audience. This shortens the learning curve and makes for ghostwriting with authenticity. Plus, it allows us to spend more time on other marketing functions like re-optimising and promoting content.

But blog writing is only half complete if it isn’t personalised with your company’s expert opinion. Hence, our blog writing service includes conducting interviews with your staff: We gather intel from your sales team and integrate your brand mentality into everything we produce.

We call it Blogging 2.0.

Writing for Humans, Not Search Engines

Writing for Humans, Not Search Engines

If your blog strategy is still based on high-level keyword targets, intricate backlinking schemes and formal, mechanical writing, it’s time for a course correction.

You’re human. Your readers are human. Our content writers are human.

Our content writing services are led by professional writers who hold degrees in various specialisations, including journalism, English, creative writing, marketing and education, to name a few.

We are professional journalists, published authors, live-lit performers, entrepreneurs, teachers and writing consultants. We’ve got the best.

Higher organic rankings are achieved through smart SEO and consistent, strong article writing that serves user intent, not by gaming search algorithms and dousing your content in keywords.

Every day, search engines become more human – they’ve actually outsmarted the engineers who built them. You need blogs that make a human impact.

Quality Over Quantity

Quality Over Quantity

It’s impossible to rank for any of your search terms through dishonest marketing practices. That includes churning out more blogs than are necessary and inundating your readers with web content they could never hope to consume.

Reader attention spans are dwindling, and average word counts on blog posts are rising – something has to give. The only way to stand out is to produce quality blogs that provide value. We consider this to be part of the customer experience.

Google’s ranking algorithms utilise search signals to determine whether a blog post is well-written, contextually accurate, user-friendly and objectively better than competitors’. It no longer matters how many blogs you post; search visibility is decided based on the moving target of content quality.

At Brafton, we do quality.

Your Blog is Your Brand

Your customers have more content options than ever, which makes search engine optimisation and topical authority paramount to your blog strategy. To outrank competitors, your business blog should follow a few guidelines:

  • Stay on brand.
  • Post fresh content but not more than a few times a week.
  • Write toward specific site visitor personas (not every reader is a buyer).
  • Understand the commercial value of each visitor.
  • Have clear calls to action.
  • Include custom illustrations and videos.
  • Optimise for sharing on social media.
  • Update older posts and top-performing posts.
  • Be 100% relevant to users.

Because blog articles are often the first touch point with prospects and potential clients, you have only one opportunity to make the interaction count. Your blog is your brand.

The goal of our content writing services is to propel your brand to the forefront of your industry one blog post at a time.

Blogging as a Strategy

It’s not enough to simply have a writer produce blogs. A true content marketing strategy comprises a variety of asset types, distribution channels and promotion efforts.

We use blogs as part of a comprehensive approach to marketing ROI, and you should too. This involves turning gated assets into blog posts, collaborating with social influencers, embedding rich media like custom graphics and videos into all content, sending out email newsletters, inviting real-time feedback from readers and much, much more.

That’s what quality is.

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