#1 Content Marketing
Agency in Australia

Content marketing forms the foundation of your brand awareness. By delivering valuable insights and solutions through carefully crafted content, you position your brand as a thought leader in your industry, setting it apart from competitors. More importantly, content marketing is an effective way to transform potential customers into a community of loyal advocates.

Rather than focusing on traditional, direct advertising, content marketing aims to educate, entertain, or inform your audience through various content types. This could include blog posts, videos, infographics, social media posts, eBooks, case studies, podcasts, webinars, and more.

Here’s how content marketing works:

• Building Trust and Credibility: By providing valuable, high-quality content that answers your audience’s questions or solves their problems, you build trust and credibility. Over time, this trust helps establish your business as an authority in your industry.
• Attracting Traffic: Well-optimized content—particularly blog posts, videos, and social media content—can improve your SEO efforts. This leads to higher organic traffic from search engines as users find your content when searching for relevant keywords.
• Nurturing Leads: Content marketing isn’t just about attracting traffic; it’s also about nurturing those visitors into leads and customers. Through informative articles, free resources, or helpful tips, you guide prospects through their buyer journey, moving them closer to a purchase decision.
• Building Relationships: Effective content marketing helps build ongoing relationships with your audience, not just one-time engagements. By consistently providing content that adds value, you can retain your customers and turn them into long-term advocates for your brand.
• Conversion-Focused: Ultimately, content marketing should be aligned with your business goals. By creating content with clear calls to action (CTAs), you can encourage conversions, whether it’s through purchasing products, signing up for newsletters, or downloading resources.

For businesses in Australia, content marketing is essential for establishing a strong online presence, building trust with potential customers, and driving long-term growth. It’s a powerful tool for SEO, as well as for creating a loyal audience base that keeps coming back to your website for more valuable content.

When Australian businesses embark on content marketing, they should first identify their target audience and understand the type of content that resonates with them. It’s essential to tailor content to the specific interests, needs, and search habits of Australian consumers. Businesses should also focus on localising their content to ensure relevance, including regional language and references. Additionally, determining the right distribution channels—whether through social media, blogs, or email—is crucial for maximum engagement. Consistent tracking and analysing of performance help fine-tune the strategy, ensuring businesses continue to meet objectives and connect with potential customers.

How long is a piece of string? This is where the $2,000 free audit will come in handy for you. Want results? A good rule of thumb is a bare minimum of $1,500 per month over six months. This amount will vary up or down based on your business size, industry, vertical, the quality of your site, the number of channels you need, and a variety of other factors.

Yes, there is a distinction between a general content marketing strategy and one specifically tailored for SEO content marketing. While both approaches share the goal of engaging and providing value to your audience, SEO content marketing places a stronger emphasis on optimising content to rank well in search engines.

Here’s how the two strategies differ:

Objective and Focus

• General Content Marketing: The primary focus is on building brand awareness, nurturing customer relationships, and driving engagement. The goal is to deliver valuable content that resonates with your audience and aligns with your brand’s voice, without always prioritising search engine rankings.
• SEO Content Marketing: While SEO content marketing also aims to provide valuable content, it’s more focused on ranking high on search engine results pages (SERPs) to increase organic traffic. This strategy involves researching relevant keywords, optimising content, and applying SEO best practices to drive search engine visibility and enhance website traffic.

Content Creation

• General Content Marketing: Content is created based on audience needs, brand messaging, and marketing goals. It may include blog posts, videos, infographics, social media updates, and more, with the primary goal being to engage the audience and provide useful information. SEO considerations are secondary.
• SEO Content Marketing: Content is created with a strong focus on keyword research and search intent. Every piece of content is optimised for target keywords and user search behaviour to increase the likelihood of ranking higher in SERPs. The content is usually crafted to align with long-tail keywords, user queries, and SEO best practices.

Keyword Usage

• General Content Marketing: Keywords may not be a primary consideration in content creation. The focus is more on crafting stories, building relationships, or promoting a product or service, with less emphasis on search engine optimisation.
• SEO Content Marketing: Keywords are a central component. SEO content marketing relies heavily on keyword research to identify the terms and phrases that users are searching for. These keywords are strategically integrated into the content, titles, meta descriptions, and headings to improve search rankings.

Distribution Channels

• General Content Marketing: Content is distributed across various channels, including social media, email newsletters, podcasts, webinars, and more. The goal is to drive engagement and build an audience, but not necessarily optimise for search engines.
• SEO Content Marketing: Distribution channels are still important, but there is a greater focus on ensuring that the content is optimised for organic search. This includes having the content indexed by search engines, improving on-page SEO, and earning backlinks to increase authority.

Measurability and Metrics

• General Content Marketing: Success is typically measured by engagement metrics, such as likes, shares, comments, and brand awareness. Conversion tracking may also be a key metric, especially when trying to drive product sales or lead generation.
• SEO Content Marketing: Success is measured primarily by rankings, organic traffic, and conversions coming from search engines. Metrics such as click-through rate (CTR), bounce rate, and keyword rankings are used to evaluate performance and refine SEO strategies.

Long-Term Strategy

• General Content Marketing: Content may be part of broader brand-building efforts, often aiming for short-term engagement or awareness campaigns. Content can also be repurposed across different platforms, but there’s often less focus on long-term search engine results.
• SEO Content Marketing: SEO content is often created with long-term visibility in mind. The goal is to build a content hub that consistently drives organic traffic over time, and efforts are made to continuously update, optimise, and refresh content to maintain rankings.

The Key Difference:

While general content marketing focuses on delivering valuable and engaging content to build relationships and increase brand awareness, SEO content marketing places a stronger emphasis on making content discoverable and ranking well in search engines to drive organic traffic. Both strategies complement each other, and integrating SEO into your content marketing efforts is crucial for maximising reach and impact.

The 3 C’s of content marketing strategy are Customer, Cost, and Convenience. These principles help guide businesses in creating content that resonates with their audience and drives meaningful results.

Let’s break each one down:

• Customer: The first “C” is about understanding your target audience. To create content that truly adds value, you must know who you’re speaking to. This means understanding your customers’ pain points, desires, challenges, and interests. Content should be tailored to their needs and expectations to be relevant, helpful, and engaging. By focusing on your audience, you’re ensuring that your content is customer-centric, building trust and loyalty over time.
• Cost: The second “C” refers to the cost or value exchange for your customers. Content marketing should offer something of value, such as solving a problem, answering a question, or providing entertainment, in exchange for the audience’s time or engagement. For businesses, the cost involves understanding the resources (time, budget, effort) you invest in creating content and making sure those efforts drive positive returns. This could involve measuring key metrics like engagement, leads, or sales.
• Convenience: The third “C” focuses on the convenience of your content. How easily can your audience find and consume your content? In the digital age, convenience is a crucial factor—people want fast, easy access to information. Ensure your content is easily accessible across multiple platforms (website, social media, email) and optimized for different devices. Convenience also includes the structure and delivery of content, ensuring it’s easy to digest, such as through mobile-friendly formats, short-form videos, or clear navigation on your website.

When you are able to you align your content marketing approach with these three principles—Customer, Cost, and Convenience—you create a holistic approach to content marketing that nurtures relationships with your audience and drives business success.

A strong content marketing strategy ensures that when a company creates digital content, it is not only engaging but also aligned with business goals and audience needs. Simply producing blog posts, videos, or social media updates isn’t enough—content must be strategically planned, optimised for search engines, and distributed effectively to drive real results.

By focusing on audience research, SEO, and high-quality storytelling, businesses can create content that attracts, educates, and converts potential customers. Whether it’s website copy, long-form articles, or interactive media, a well-executed content strategy helps build brand authority, increase engagement, and generate long-term value for the business.

A solid content marketing strategy spans several digital arenas, each vital for spreading your brand’s message. These usually include:

• Blogs — Rich, often educational pieces that establish your position as an industry thought leader.
• Social media — Platforms like Facebook, Twitter, LinkedIn, and Instagram turn your content into conversations, expanding its reach and fostering community.
• Email — A direct line to your audience, allowing you to deliver bespoke content, such as newsletters, straight to their inboxes.
• Videos — Videos — Adding a dynamic layer to your strategy, videos make complex ideas more digestible and engaging.
• Infographics — Creative visuals that convey complex information in an easy-to-understand and shareable format.ore digestible and engaging.

One Australian company that excels at content marketing is Kogan.com, an online retailer known for its strategic use of content to engage customers. Kogan creates valuable content across various channels, including blog posts, email marketing, and social media, often focusing on product reviews, buying guides, and customer success stories.

They incorporate a clear brand voice, maintain a consistent content schedule, and provide useful information that aligns with the needs of their target audience. This not only drives traffic but also builds trust, converting visitors into loyal customers.

An actual example of Kogan’s successful content marketing is their Kogan Blog. The blog features a variety of posts designed to educate and engage potential customers. For instance, they have detailed buying guides on electronics and appliances, such as “Best Laptops Under $1000” or “How to Choose the Right Refrigerator for Your Home.”

These guides are well-researched, SEO-optimized, and include product recommendations that align with customer needs, providing value and increasing the chances of conversion. Kogan also uses customer success stories and product reviews to further build trust and credibility with their audience, driving both traffic and sales to their website.

This strategy highlights how content marketing can support product education, brand authority, and ultimately, sales conversions.

A content marketing initiative is a strategic effort designed to create, distribute, and promote valuable content to attract and engage a specific audience. For Australian businesses, a well-planned content marketing initiative can boost brand awareness, improve search engine rankings, and generate high-quality leads.

By leveraging blog posts, videos, infographics, and other content formats, businesses can establish authority in their industry, nurture customer relationships, and drive long-term growth.

Content marketing and SEO are distinct yet interconnected strategies within digital marketing. The former focuses on using content to attract and engage a targeted audience, aiming to build interest and trust in the brand’s products or services by providing value to the reader through blog posts, social media content, emails, and more.

On the other hand, SEO content concentrates on optimising web pages to improve their rankings in search engine results. It involves keyword optimisation and integrating backlinks into your copy. Despite these differences, both strategies are crucial for online visibility and can effectively complement each other. SEO can enhance content marketing efforts by ensuring it reaches a wider audience through improved search engine rankings.

We’re often told that the thing that makes us the best content marketing agency is our unique approach. At OMG, we don’t do content like most other content strategy agencies. In other words, we don’t just write blog posts, case studies, and web pages that squeeze in keywords with no real purpose or ROI.

Every content strategy we create focuses on real people, real goals, and real results. We develop strategies that connect with users who are actively searching and move them through the sales funnel. Want to rank higher for relevant search queries and build brand awareness? We know how to use content to demonstrate your authority to search engines and achieve measurable results. Need a website that delivers an incredible user experience and cements your online presence? We will deliver a strategy for content creation that meets your goals.

Our content strategists are not like other content teams. They don’t just create a content calendar and expect you to get on with it. They specialise in matching the right types of content to buyers, ensuring you always provide your potential customers with the usable content they need along their purchase journey. Most importantly, all content strategies are created in collaboration with you and work as part of your broader marketing plan. We’re here for the end game – to deliver long-term, revenue-shifting results.

A content strategy is a roadmap to your digital marketing success. The process of creating a content strategy ensures you have a clear vision of what content you need to create, who you are creating it for, and how it will be delivered.

A content strategy is full of questions like “Who are we trying to reach?”, “What are our goals?”, and “How will we measure success?”.

In other words, it defines how your content will add value for your audience, satisfy their needs, and meet your business goals.

Another way to look at it is that a content strategy ensures every piece of content has value. Nothing goes to waste. This maximises your content marketing budget and drives a stronger ROI.

And there’s more. A content strategy makes your life easier as a marketer too. It guides decisions about content from the moment of creation to deletion. It also sets benchmarks against which to measure your content’s success. All of this means you have a strong business case for your content marketing, as well as clear guidelines for your team to follow. Whenever someone asks, “What are we doing?” or “Why are we doing this?”, you have an answer ready to go.

Content marketing for search engine optimisation is the strategy of creating and sharing valuable, relevant, and high-quality content designed to attract and engage users while improving search engine rankings. It focuses on providing helpful and informative content that answers the questions or needs of your target audience, which, in turn, can drive organic traffic to your website.

Here’s how content marketing and SEO work in tandem:

Creating Quality Content

• Keyword research: Identify the keywords and phrases your audience is searching for and incorporate them naturally into your content. This helps search engines understand your content’s relevance.
• Answering user intent: Develop content that answers the specific questions or solves the problems your target audience is looking for, increasing the chances of ranking well for related search queries.
• Engaging formats: Create a variety of content types, such as blog posts, articles, infographics, videos, case studies, and more, to keep your audience engaged.

Optimising for On-Page SEO

• Optimise titles and meta descriptions: Craft compelling titles and meta descriptions using target keywords to improve click-through rates from search engine results.
• Use headings and subheadings (H1, H2, H3): Structure your content with clear headings and subheadings to enhance readability for both users and search engines.
• Internal linking: Link to other relevant content on your website to improve navigation and encourage users to explore more, which can reduce bounce rates and boost your site’s SEO.
• Optimise images: Use descriptive file names, alt text, and proper image compression to improve the load time and SEO of images.

Building Backlinks

• High-quality backlinks: Create content that others want to link to. When authoritative websites link to your content, it signals to search engines that your content is valuable, improving your search engine rankings.
• Guest posting and collaborations: Writing guest posts or collaborating with influencers or other websites can help you acquire high-quality backlinks.

Improving User Experience

• Mobile optimisation: Ensure your content is mobile-friendly to provide a better experience for users, especially as mobile search continues to grow.
• Page speed: Optimise the speed of your content pages, as slow-loading pages can lead to higher bounce rates and negatively impact SEO.

Consistent Content Creation and Updates

• Publish regularly: Consistency in publishing new content keeps your website fresh and relevant, which is favourable for SEO.
• Update old content: Revisit older content and update it with fresh information or optimise it for new keywords to maintain its SEO value.

Why Is Content Marketing Important for SEO?

When executed well, content marketing improves your organic search visibility by increasing keyword rankings and attracting high-quality traffic. By producing content that aligns with SEO best practices, your website can rank higher in search results, draw in more relevant visitors, and ultimately drive conversions.

1. Understanding your audience

A deep understanding of your target audience can make or break any content marketing strategy. Knowing their needs, preferences and pain points lets you create content that resonates with them. Tools and resources like Google Analytics, social media insights and customer surveys can help you gather data on your audience. This information will guide your content creation process, ensuring your content is relevant and valuable.

Creating buyer personas can also help paint a clear picture of the average customer your business serves. Buyer personas are semi-fictional representations of your ideal customers based on real data and market research. By defining characteristics such as age, gender, occupation and interests, you can tailor your content to address your target audience’s specific needs and behaviours. It’s always best to take a personalised approach to increase engagement and conversion rates, ultimately contributing to better SEO performance.

2. Keyword research and optimisation

Keyword research is at the forefront of any SEO campaign. Identifying the right and most relevant keywords helps your content rank higher on search engine results pages (SERPs). You can use tools like Google Keyword Planner, Semrush or Ahrefs to find relevant keywords. Once you’ve identified your target keywords, incorporate them naturally into your content, including titles, headers, meta descriptions and body text. However, avoiding keyword stuffing is important, as Google will pick up on it, which can penalise your SEO efforts.

Long-tail keywords are especially valuable in today’s competitive SEO landscape. These are longer and more specific keyword phrases that users are more likely to use when they are closer to the point of purchase or using voice search. By targeting long-tail keywords, you can attract more qualified traffic and increase your chances of conversion. It’s also worth considering the user intent behind the keywords to ensure your content meets the searcher’s needs, whether they’re looking for information about a topic, making a purchase or seeking a service.

3. High-quality, experience-driven content creation

Creating high-quality and engaging content is essential for SEO success. Search engines favour content that provides value to users. Focus on producing well-researched, informative and original content that addresses your audience’s needs. In December 2022, Google released a new algorithm update. Previously known as E-A-T, Google has now added another letter to the mix to its quality rating guidelines — now recognised as E-E-A-T, standing for experience, expertise, authoritativeness and trustworthiness.

Experience now means the search engine demands genuine experience from content creators. Did the author of the content actually used a product or service? Or visited the place they’re discussing? Readers want to see real-life experiences during their search to guide their decision-making.

When crafting your content, use a mix of content types within your website, such as blog posts, articles, videos, infographics and podcasts, to keep your audience engaged and encourage them to share your content.

Storytelling is a persuasive tool in content creation. By telling compelling stories or recapping real-life experiences, you can make your content more relatable and memorable. Stories can help illustrate points, evoke emotions and connect with your audience on a deeper level. Content that tells a story or speaks from a genuine experience is more likely to be shared, increasing its reach and potential impact on your SEO.

4. Content freshness and consistency

Aside from creating fresh, unique content, it’s also important to regularly update your content signals to search engines that your website is active and relevant. Create a content calendar to plan and schedule your content updates. When it comes to SEO, consistency is key — aim to publish new content regularly, whether it’s weekly, bi-weekly or monthly. It’s also well worth revisiting and updating older content to ensure it remains current and accurate.

Seasonal content is another effective strategy for keeping your website relevant and timely. By creating content around holidays, events relevant to your business and seasonal trends, you can attract more visitors during specific times of the year. This not only boosts your traffic but also improves your chances of earning backlinks from other websites covering the same topics.

5. On-page optimisation

On-page SEO involves optimising individual web pages to rank higher on SERPs, such as title tags, meta descriptions, headers and images. Ensure each page has a unique title tag and meta description, including your target keywords. Use header tags (H1, H2, H3) to structure your content and make your content friendlier for bots to crawl and index. You can also optimise images using descriptive file names and adding alt text.

Additionally, businesses should pay attention to the readability of their content. Use short paragraphs, bullet points and subheadings to break up the text and make it more digestible for readers. Attention spans are decreasing daily, and a well-structured, easy-to-read piece of content is more likely to keep eyeballs on the page.

6. Internal linking

Internal linking is a powerful SEO strategy that involves linking to other website pages. This helps search engines understand the structure of your site and discover new content. Internal links also keep visitors on your site longer, reducing bounce rates. When creating new content, look for opportunities to link to relevant existing content. Use descriptive anchor text that includes target keywords to enhance SEO.

Another worthwhile venture is creating pillar pages that cover broad topics and link to more detailed subtopics. This content structure, known as the “topic cluster” model, helps organise your content effectively and signals to search engines that your website covers the subject comprehensively. This can improve your site’s domain authority and ranking for related keywords.

7. Building backlinks

Backlinks, or inbound links, refer to links from other websites to your content. They’re an essential component of SEO, as they signal to search engines that your content is authoritative, trustworthy and worthy of reading. When crafting a backlink strategy, start by creating high-quality content that others will want to link to before reaching out to industry influencers, bloggers and websites to share your content. Guest blogging on reputable sites and participating in industry forums can also help you earn valuable backlinks while showcasing your business’s credibility within your industry.

Creating linkable assets, such as original research, comprehensive guides and infographics, can significantly increase your chances of earning backlinks from strong reputable websites. Once your backlink campaign is up and running, ensure you monitor your backlink profile to confirm that the links you acquire are from reputable sources and remove any spammy links.

8. Prioritise mobile optimisation

As more browsers turn to the convenience of their mobile devices, optimising your content for mobile is essential. Take the time to ensure your website is mobile-friendly, with a responsive design that adapts to different screen sizes. Mobile optimisation provides users with a better online experience, which Google will take note of, as its mobile-first indexing means the mobile version of your site is prioritised in search results.

Loading speed also plays a massive role in mobile optimisation, as slow-loading pages can frustrate users and lead to higher bounce rates.

9. Utilise social media to your advantage

Social media platforms are excellent channels for promoting your content and driving traffic to your website. Share your content on platforms like Facebook, Twitter, LinkedIn and Instagram to reach a broader audience and engage with your followers by responding to comments and participating in discussions.

Collaborating with influencers and industry leaders on social media can also amplify your content’s reach. Relevant influencers in your industry can share your content with their followers, giving you access to a larger and more engaged audience.

10. Monitoring and analysing your performance

Keep in mind that the work does not stop once your SEO campaign is up and running. Regularly monitoring and analysing your content’s performance is vital for ongoing SEO success. Google Analytics and Google Search Console track various metrics such as organic traffic, bounce rates and conversion rates, which can tell you what content performs best and where things can be improved.

A/B testing different elements of your content, such as headlines, images and calls to action, can also give you valuable insights into what resonates best with your audience, guiding you on optimising content for better engagement and conversions.

A content marketing agency is responsible for creating, managing, and optimizing content strategies that engage and attract an audience. Their role is crucial in driving awareness, building relationships, and ultimately converting prospects into customers.

Here’s a breakdown of what a content marketing agency does:

• Content Strategy Development: Content marketers develop detailed content strategies based on business objectives, target audience insights, and industry trends. This includes defining goals, creating content calendars, and planning the types of content needed, such as blogs, videos, infographics, social media posts, and more.
• Audience Research: They conduct research to better understand the target audience—what they care about, their pain points, behaviors, and preferences. This research is crucial for creating relevant and valuable content that resonates with the audience and drives engagement.
• Content Creation: One of their primary tasks is writing and creating high-quality, engaging content. This can include everything from blog posts and articles to videos, whitepapers, and email campaigns. Content marketers often work with other team members, such as designers and videographers, to produce multimedia content.
• SEO Optimization: To ensure content reaches the right audience, content marketers integrate SEO best practices into their content. This includes optimizing keywords, meta tags, headlines, and ensuring content is structured to perform well in search engines.
• Content Distribution: Once the content is created, content marketers ensure it’s distributed across appropriate channels, including websites, social media platforms, email newsletters, and other digital platforms. They may also collaborate with influencers or media outlets for further distribution.
• Engagement and Community Building: Content marketers actively engage with their audience through comments, social media interactions, and email responses. Their goal is to foster a community around the brand and build long-term relationships with followers and customers.
• Analytics and Performance Tracking: Content marketers track and measure the performance of their content using analytics tools. They analyze metrics like traffic, engagement, conversion rates, and lead generation to determine what’s working and what needs to be adjusted.
• Content Refinement and Optimization: Based on the performance data, content marketers continuously refine their content strategies to improve results. They may tweak content for better SEO performance, update outdated information, or try new formats to improve engagement.

Basically, a content marketing agency combines creativity, strategic thinking and data-driven insights to drive meaningful content initiatives that support business goals. Their work plays a key role in building brand awareness, trust, and conversions.

Content syndication means sharing your content directly on other platforms, such as Medium. It’s the same content (are part of it at least), but on a platform with a much higher readership than your site.

You still need to let Google know who created the content though. Otherwise, your website doesn’t get any credit with search engines.

Pop the following tag into the syndicated piece:<link rel=”canonical” href=”www.yoururl.com” />

All of the credit for the piece then goes to you in the eyes of search engines. But you’ve used some free content marketing platforms to get more eyes on your content.

A well-executed content marketing strategy goes beyond just creating blog posts—it’s about delivering the right message to the right audience at the right time. This is where buyer personas play a crucial role. By understanding your ideal customers’ pain points, interests, and behaviours, a tailored content strategy can be developed to engage and convert them at every stage of the buyer’s journey.

In today’s digital landscape, social media marketing is essential for amplifying content and building meaningful connections with your audience. Whether through organic posts, paid promotions, or influencer collaborations, social platforms help brands reach wider audiences, drive traffic, and generate leads. A strategic approach to social media ensures that content remains engaging, relevant, and aligned with audience preferences.

Additionally, video content has become a dominant force in content marketing. From short-form social videos to in-depth brand storytelling, video enhances engagement, improves retention, and boosts conversions. High-quality video production, paired with a data-driven distribution strategy, ensures brands can effectively capture audience attention across multiple channels.

As a leading content marketing agency in Australia, we help businesses craft compelling, results-driven content that resonates with their audience, builds brand authority, and drives measurable growth. Through a combination of buyer persona insights, social media marketing, and video content, we create impactful campaigns that deliver real value and lasting results.

The frequency of your content posts should align with industry standards, audience preferences, and your available resources. Consistency is crucial for keeping your audience engaged. For blogs, a common cadence ranges from weekly to monthly posts, depending on your capacity to provide quality information. Social media demands a more dynamic approach, with daily or multiple posts per week being ideal for staying on your audience’s radar. The key is to find a balance that allows for consistent posting without compromising content quality.

Regularly analyse your engagement metrics, as they offer valuable insights that help you fine-tune your posting schedule, ensuring your content marketing strategy remains effective and aligned with your audience’s preferences.