Content marketing, including the half everyone skips
Most content programmes are production programmes: publish, hope, repeat. We spend as much effort on distribution as on creation, because content nobody sees is an expensive hobby.
Publishing is not distribution
The default content programme is: write a post, publish it, share it once on LinkedIn, start the next one. Under that model, the piece gets whatever traffic search eventually sends it and nothing else.
A piece worth making is worth putting in front of people repeatedly and in different forms. The same research becomes a LinkedIn carousel, a newsletter section, a short video, a series of posts, a slide in a sales deck, and an answer you send to a prospect who asked that exact question. Each of those reaches people the original wouldn’t have.
The practical rule we work to: at least as much effort on distributing a piece as on making it. That usually means publishing less and doing more with each one, which is an uncomfortable trade for teams measured on output.
What’s included
Strategy
- Audience and buying-stage mapping — what people need to believe at each stage
- Content pillars and themes
- Format strategy — what should be an article, a video, a tool, a study
- Editorial calendar
- Competitive content analysis
- Measurement framework
Production coordination
- Briefs for every piece
- Writing, or coordination with your writers, or with Zia’s SEO content writing where search is the goal
- Design and graphics by Saif
- Subject matter expert interviews — the source of everything that can’t be copied
Distribution
- Repurposing plan: one piece into multiple formats and channels
- Social distribution with platform-native adaptation
- Email distribution
- Community and forum sharing, where genuine participation is welcome
- Outreach to people who’d genuinely want it
- Paid amplification of pieces that are already proving themselves
Measurement
- Traffic, engagement and conversion by piece
- Content decay monitoring and a refresh schedule
- What to make more of, and what to stop making
Pricing
| From | |
|---|---|
| Content strategy (one-off) | $800 |
| Content marketing retainer | $800/month |
| Content + production | $1,800/month |
| Repurposing programme | $500/month |
| Content audit | $400 |
FAQ
How much does content marketing cost?
A one-off content strategy starts at $800. Ongoing content marketing retainers start at $800 per month for strategy and distribution, or $1,800 per month including production. A repurposing programme — taking content you already make and getting more from it — starts at $500 per month.
How long does content marketing take to work?
Six to twelve months for compounding returns, though distribution work produces faster results than search-driven content because you’re not waiting on rankings. Content marketing is a poor fit for a business that needs leads this quarter — paid ads are the right tool for that, and we’ll say so.
How much content should we publish?
Less than most programmes attempt, done better and distributed harder. Two genuinely good pieces a month, properly repurposed and pushed, will outperform eight mediocre ones published and forgotten. Volume only wins when each piece is genuinely useful, which very few teams can sustain.
What’s the difference between content marketing and SEO content writing?
SEO content writing is Zia’s service: articles built to rank for specific search terms. Content marketing is Noman’s: the strategy for what to make across all formats and channels, and the distribution that gets it seen. They overlap, and clients doing both get the search-targeted pieces from Zia inside a distribution plan from Noman.
Can you repurpose content we’ve already made?
Yes, and it’s often the highest-return place to start. Most businesses have webinars, podcast episodes, sales decks and long articles that were used once. Turning those into social posts, carousels, newsletter content and video clips costs far less than producing new material and reaches audiences the original never did.
Do you need our team’s input?
For content that’s genuinely differentiated, yes. The material that can’t be replicated — specific examples, real numbers, honest opinions about what doesn’t work — comes from people who do the work. We keep the demand light: typically one recorded 30-minute conversation per month yields enough raw material for several pieces.
Related
For search-targeted content, see SEO content writing. For distribution on social, social media marketing. Content assets that earn links usually need document design.
Tell us what you need.
You’ll get a scope, a price and a timeline within one working day — no call required unless you want one.