Content Writing
Content Writing Aimed
at Beating Whatever Currently Ranks
Our writing brief starts with the current top 10 results. We read what ranks, find what it fails to answer, and write something demonstrably better — mapped to a keyword and to a real question people type. That is how client articles ended up in Featured Snippets and became the most-visited pages on their site.
Top 5
Google positions plus Featured Snippets for target topics
UK restaurant SaaS blog content
5,000%
increase in organic traffic on a content-led site
Musical instruments blog
40+
keywords in top 10 rankings for a tech blog
Tech blog
5,000+
monthly organic visitors from written content
Tech blog
Where this usually starts
Signs you need help with Content Writing
- Blogs published on gut feel, with no keyword or question behind them.
- Copy that describes the company instead of answering the reader.
- Content that is a shorter, thinner version of what already ranks.
- No plan connecting blogs, landing pages and the rest of your marketing.
What you get
Your Content Writing deliverables
01
Content strategy from keyword + question research
SEMrush and Ahrefs for keywords, AnswerThePublic for the questions your market actually asks. Together they set the blog and landing-page plan rather than a monthly guess.
02
Blog posts written against the SERP
For each brief we review the top 10 results and write to outperform them on depth and usefulness — the approach behind top-5 rankings and Featured Snippet placements on restaurant VAT, SWOT analysis and pub legal requirements.
03
Long-form authority content
In-depth pieces on the topics your buyers research before they buy, structured to be quotable by search engines and AI answer engines.
04
Landing page and web copy
Commercial page copy written around ready-to-buy keywords, with the objection handling and FAQ sections that reduce form abandonment.
05
Original research content
Where you have an audience to survey, we run the research and write it up — our Big Question Series turned UK restaurant owner survey responses into data-backed stories placed in hospitality press.
06
On-page optimisation of every piece
Titles, metadata, headings, internal links and keyword placement handled as part of writing, not as a separate task later.
07
Multi-channel repurposing
Articles feed the email calendar and social calendar, and podcast episodes get embedded into posts to hold readers on the page longer.
08
Pre-planned monthly calendar
You see the content plan before the month starts — topic, target keyword, intent and publish date.
How we work
The process, step by step
1
Research
Keyword and question mapping, plus a read of the current top 10 for every target topic.
2
Brief
Each piece gets a brief: target keyword, search intent, angle, structure and what the existing results fail to cover.
3
Write
Drafted for the reader first, optimised on-page as it is written.
4
Publish & interlink
Published with metadata, internal links and any supporting media embedded.
5
Track & refresh
Positions and snippet capture monitored, and pieces refreshed when the SERP moves.
From real client work
What the work actually looks like
AnswerThePublic — mapping the questions the market actually asks before writing
SEMrush organic rankings — target keywords ranking, including in AI Overviews
The keywords that content brought in — top traffic drivers for a client site
Case studies
Results we have published for Content Writing clients
UK Restaurant SaaS
Blog content that became the site's biggest traffic source
Keyword and question research turned into long-form articles on restaurant VAT, SWOT analysis and pub legal requirements, each written to beat the existing top 10, with podcast episodes embedded.
- Top-5 Google positions plus Featured Snippet placements
- 18,000+ organic search users on the B2B domain
- 1–2 keywords surfacing in Google AI Overviews
Tech Blog
5,000+ organic visitors from written content
Keyword research, content writing and on-page optimisation for a technology publisher.
- 5,000+ organic traffic generated
- 40+ keywords in top 10 rankings
Musical Instruments Blog
5,000% increase in organic traffic
Keyword-led content and on-page SEO for a niche publisher.
- 5,000% increase in organic traffic
- 35+ keywords in top 10 results
OUR STACK
Tools we use on this service
SEMrush Pro
Ahrefs
AnswerThePublic
Ubersuggest
Google Search Console
WordPress
A good fit if
- SaaS and B2B brands that sell through education
- Publishers monetising organic traffic
- Businesses that need commercial landing page copy, not just blogs
- Brands with an audience worth surveying for original data
Not what we do
- High-volume thin content or AI-spun articles at scale
- Anyone who wants word count as the deliverable rather than rankings and reads
Questions
Content Writing FAQs
How do you decide what to write about?
Keyword research in SEMrush and Ahrefs plus question research in AnswerThePublic, filtered by what your
buyers are actually researching. Every piece has a target keyword and a defined search intent before a
word is written.
buyers are actually researching. Every piece has a target keyword and a defined search intent before a
word is written.
What makes your content rank when ours doesn't?
We treat the current top 10 as the brief. We read what ranks, find what it leaves unanswered, and write to
be the better answer. On our SaaS engagement that produced top-5 positions and Featured Snippets on
competitive UK queries.
be the better answer. On our SaaS engagement that produced top-5 positions and Featured Snippets on
competitive UK queries.
Do you write commercial pages too, or only blogs?
Both. Blogs for learning-stage queries and landing page copy for ready-to-buy queries, including the FAQ
and objection-handling sections that help forms convert.
and objection-handling sections that help forms convert.
Will the content be optimised, or do we need SEO separately?
On-page optimisation is part of the writing — titles, metadata, headings, internal links and keyword
placement. It pairs naturally with our SEO service when you want technical work and link building too.
placement. It pairs naturally with our SEO service when you want technical work and link building too.
Can you produce original research?
Yes, when there is an audience to ask. Our Big Question Series surveyed UK restaurant owners on issues
like mental health and financial pressure, and the write-ups were placed in UK hospitality press.
like mental health and financial pressure, and the write-ups were placed in UK hospitality press.
Works well with
Pair this with
Search Engine Optimization
SEO
Ongoing technical fixes, keyword-targeted content and link building — the SEO service behind 18,000+ organic users for a UK restaurant SaaS and 3,100%…
Email Marketing
Email Marketing
List segmentation, campaign design and automated welcome, nurture and win-back flows — we took one client’s open rate from 0.5–0.8% to 2–3%…
PR & ORM
PR & ORM
Ongoing media outreach for placements plus monitoring of reviews and mentions — original research placed in UK hospitality press, and a…
Become our next case study
Tell us what you’re trying to grow and we’ll tell you honestly whether content writing is the right
place to start. The discovery call is free.
place to start. The discovery call is free.