THE IMPORTANCE OF QUALITY CONTENT IN THE AGE OF AI

Artificial intelligence (AI) isn’t just changing how businesses create content, it’s transforming how they operate entirely.

From automating everyday tasks to speeding up decision-making and streamlining content production, AI has become an essential tool for marketers, agencies, and busy teams looking to achieve more with less. Its impact is everywhere, redefining what efficiency means.

However, as AI content generators become more accessible, one key question remains: does the importance of quality content still hold the same weight in a world where machines can write for us?

In this blog, we will break down what high-quality content really means, explore the conversation around AI generated content vs human content and explain why human input still matters.

THE PROBLEM WITH AI: QUICK COPY, QUESTIONABLE QUALITY

There is no doubt that AI tools have brought a wave of convenience to content production. For businesses managing heavy workloads or working with limited resources, the appeal is clear: content created efficiently, in minutes.

Whether it’s expanding upon blog ideas, rewriting service pages, or optimising existing content, AI offers fast, functional solutions. In the ongoing conversation around AI generated content vs human content, the speed and cost-efficiency of AI give it an edge – on paper, at least.

AI tools are impressive when it comes to quickly gathering information on almost any topic. Within seconds, you can generate a detailed overview or summary. But that convenience comes with limitations.

AI doesn’t always use the most up-to-date sources – for example, some tools are trained on data that’s already two years out of date. That means you risk publishing outdated or even inaccurate information if you don’t fact check. It’s useful for getting started, but it’s no substitute for proper research or real-world insight.

The other major drawback is that AI generates content by spotting patterns in existing material, not by understanding purpose, context, or intent.

So, while it’s great for speed and volume, quality often suffers. Tone of voice can come across as inconsistent or misaligned, nuance gets lost, and emotional depth is almost non-existent.

WHY A HUMAN TOUCH MATTERS MORE THAN EVER

While AI may be changing how we create, it hasn’t changed what makes content effective. Audiences still want connection, relatability, and authenticity and that’s something only people can really provide.

Human-written content brings depth, personality and intent. It’s shaped by experience and the ability to read between the lines. Whether it’s a well-timed bit of humour, or an insight shared from lived experience, these are the elements that stick with your reader. They build trust and loyalty, qualities that generic, AI-written content, often lacks.

When it comes to tone and voice, human writers bring something AI simply can’t replicate, genuine alignment with your brand’s personality.

AI can mimic style, but it often lacks consistency and nuance. Human content is crafted with intent, shaped by a clear understanding of your brand’s audience and ethos.

It’s also more reliable. A copywriter checks facts, considers recent developments, and understands what matters to your audience today, not just what existed online a year or two ago.

Originality is another area where AI struggles. Copywriters think holistically, tell stories, and inject subtle humour or emotional insight. These are the touches that turn bland copy into something that resonates.

Human content is also more culturally aware and more reflective of real-life experiences. Yes, it takes longer, but if you’re building trust, loyalty, and long-term brand value, the investment pays off every time.

THE SEO SHORTFALL OF AI

When it comes to SEO, balance matters more than ever. AI tools can help suggest keywords, but they often fall short when it comes to weaving them naturally and meaningfully into content. The result is often clunky, forced copy that doesn’t flow.

AI also doesn’t replace the need for proper keyword research. You still need to check search volumes, competition, and relevance to ensure you’re targeting terms that will actually deliver results.

Human writers understand how to integrate keywords with subtlety and flow, keeping search engines happy without sacrificing tone or clarity. It’s this blend of creativity and strategy that makes content truly effective, serving both your audience and your goals.

FINDING THE RIGHT BALANCE

In 2025 and beyond, it’s not a question of AI versus human input, the most effective content strategies blend both. AI brings speed, structure, and support behind the scenes, helping streamline processes and generate early ideas.

But to truly resonate, content still needs a human eye, someone who understands tone, timing, and what makes an audience engage.

When used together, AI can take care of the heavy lifting, while people focus on the detail, creativity and intuition that make content meaningful.

AI can be a powerful tool for brainstorming and streamlining workflows. But when left unchecked, it can produce content that feels generic and off the mark. It can support your content strategy, but the direction, personality, and performance still need a human touch.

The importance of quality content hasn’t changed. What’s changed is the process. Businesses that strike the right balance between efficiency and authenticity will have a competitive edge.

NEED HELP CREATING CONTENT THAT CONNECTS?

At EDGE Creative, we help brands navigate the complex content landscape. As a full-service content marketing agency, we combine our experience, insight, and creativity to create content that resonates.

Whether you’re exploring AI tools or want to refocus on your brand voice, our team of copywriters can support you with high-quality, human-led content that builds trust and delivers real results.

Call us on 0121 355 8092 or email info@edge-creative.com to chat about your content strategy today.

CLUSTER BLOG STRATEGY: THE FUTURE OF BLOGGING

Blogging has evolved, but that doesn’t mean traditional, standalone posts are obsolete. While individual blog articles still play an important role in content strategies, businesses today are increasingly turning to more structured approaches to improve visibility and drive traffic.

A prime example of this shift is cluster blogging. In this blog, the experts at our content marketing agency break down what a cluster blogging strategy is, how it differs from traditional blogging, and the powerful impact it can have on your content performance and search engine optimisation (SEO) results.

WHAT IS CLUSTER BLOGGING?

A content cluster is a way of structuring blog posts, so they work together to fully cover a topic.

It starts with a pillar page, which is a main blog post that gives a broad, detailed overview of the subject. Around this, you create cluster blogs that each focus on a specific part of the topic in more depth.

These cluster blogs link back to the pillar page, and the pillar page links out to them, creating a connected web of content. This makes it easy for readers to navigate between related posts while also helping search engines recognise your site as an authority on the subject.

For example, if the pillar page is about SEO, the cluster blogs might explore on-page SEO best practices, how to build high-quality backlinks, optimising content for featured snippets, and technical SEO tips for faster site performance.

CLUSTER BLOGGING VS. TRADITIONAL BLOGGING

Understanding the key differences between cluster blogging and traditional blogging can help you choose the right mix to improve search visibility, enhance user experience, and build long-term topical authority.

While traditional blogging is still a valuable part of any content and SEO strategy, cluster blogging offers certain advantages that traditional posts can’t match. Below, we’ve outlined some of the key differences to help you understand this more structured approach:

Structure – Traditional blogs tend to be standalone posts, each focusing on a single topic. Cluster blogs take a different approach, grouping related posts around a central pillar page that serves as a comprehensive guide, with supporting posts exploring specific subtopics in more detail.

Keyword Optimisation – Traditional blogs are optimised individually, often targeting a single main keyword per post. Cluster blogs, however, are built around a central topic and its related subtopics, allowing you to target a variety of keywords while building authority and demonstrating expertise on the subject.

User Experience (UX) – Traditional blogs can sometimes feel scattered, with readers needing to jump between unrelated posts to find the information they want. Cluster blogs, however, guide readers through a network of connected, relevant content, making it easier to explore a topic in depth while keeping them engaged throughout the journey.

Easy Blog Maintenance – Traditional posts can easily get buried over time, making it harder to keep content fresh and relevant. Cluster blogs, in contrast, are built around a central pillar page and interlinked cluster posts, which makes it simpler to update information, add new content, and maintain the overall relevance of your site.

THE IMPACT OF CLUSTER BLOGGING ON SEO PERFORMANCE

Search engine algorithms increasingly prioritise expertise, relevance, and comprehensive content. While standalone blog posts can still rank, content clusters help address a topic more fully, improving user experience and signalling authority to search engines.

If you’re wondering, “What are cluster blog benefits?”, the answer lies in improved SEO performance, increased brand authority, and a more engaging user experience:

Establishes Brand Authority: Implementing a cluster blogging strategy helps showcase your brand’s expertise on a topic, building credibility and trust with your audience.

Improves User Experience: By organising related posts around a central pillar page, you create a structure that is easy for visitors to navigate through related content, helping to potentially increase time-on-site and reducing bounce rates.

Enhances Internal Linking Opportunities: Internal linking is a key reason cluster blogging is effective for SEO. Linking pillar pages to supporting cluster posts, and vice versa, creates a clear content hierarchy that signals expertise to search engines and makes it easier for Google to crawl and index all related pages.

Boosts Keyword Coverage: Cluster blogging allows you to target a wide range of related search terms within one topic area. The pillar page can focus on high-volume, competitive keywords, while cluster posts target more specific long-tail keywords, strengthening your site’s overall topical relevance. Search engines now prioritise content depth and topic relevance. It’s not just about producing more content, but about addressing a subject thoroughly. This is why cluster blogging has grown in popularity – it demonstrates authority and coherence around a topic, supporting long-term SEO growth and visibility.

WHAT’S NEXT FOR YOUR BUSINESS?

At our SEO agency, we’ve seen first-hand how integrating cluster blogging into a broader strategy can transform content performance. This isn’t a passing trend, it’s a shift in how content is structured, consumed, and ranked.

Updating your blogging strategy to include cluster content isn’t only about improving Google rankings; it’s also about positioning your business as an industry authority and building stronger relationships with your audience. If you’re ready to future-proof your blog strategy with cluster content, we’re here to help. Send us an email at info@edge-creative.com.

Google’s Instagram Update: What It Means for Your Content

Google’s recent move to start indexing Instagram content has the potential to shift how businesses approach both social media and search engine optimisation (SEO), but just like when we experience any other algorithm update, there’s still a lot we don’t know.

At this stage, it’s not about rewriting your entire content marketing strategy overnight. Instead, it’s about taking a measured, thoughtful approach, because while the long-term impact is still unclear, there are things businesses can do now to futureproof their presence and make the most of this recent development.

WHAT’S FEATURES IN GOOGLE’S LATEST CORE UPDATE

Google has officially confirmed that it’s started indexing Instagram content from public business accounts and creators. That means select posts are now discoverable via Google’s search, offering a new way for users to find public Instagram content directly from the search engine results page (SERP).

We don’t yet know how extensive this change will be, what types of content will rank best, or how regularly this indexing will happen. We also don’t know the weighting Google will apply to Instagram versus other content formats.

However, what we do know is that it’s time to treat your Instagram content like you would any other indexed content. Because if your posts are showing up on Google, they need to be worth finding.

WHO COULD SEE THE BIGGEST IMPACT FROM INSTAGRAM SEARCH POSTS?

At this point, it looks like ecommerce brands and influencers could see the biggest impact from Instagram content being indexed by Google.

For ecommerce businesses, it’s a chance to unlock a new layer of organic search visibility. If you’re already using Instagram to tell your brand story, showcase products and build trust, your posts might soon be reaching people outside the app, potentially driving more traffic to your site, without the need for extra ad spend.

Influencers also have a lot to gain here, particularly in visually led industries like fashion, beauty, interiors, food, fitness and travel. Content like tutorials, reviews and recommendations could start showing up in Google searches, giving it a longer shelf life and a wider reach.

With clear captions, helpful context and thoughtful use of alt text, your posts might not just land on someone’s feed, they could be the answer to what someone’s searching for. Whether you’re selling products or growing a personal brand, it’s another reminder of the value in creating content that informs and holds its own outside of social platforms.

THINKING STRATEGICALLY ABOUT INSTAGRAM’S ROLE IN SEARCH

Here are some key areas we recommend you think about as the relationship between social content and search visibility continues to evolve.

POST-BY-POST VALUE

If your Instagram posts are now discoverable beyond the app, it’s worth thinking about each one as a potential landing point for someone who’s never seen your brand before.

Would it still make sense to someone who’s discovering it via Google, outside the context of your wider Instagram feed? You might want to ask yourself whether the post educates or adds clarity to something your audience holds a genuine interest in. Thinking in this way can help ensure your content holds its own.

THE ROLE OF EDUCATIONAL AND EVERGREEN CONTENT

With the possibility of posts being found over time through search, more timeless content could carry additional weight. It’s worth reflecting on how much of your Instagram strategy is built around quick wins versus content that adds lasting value.

Consider answering common questions, spotlighting case studies, showing processes or demonstrating products. These types of posts may not go viral, but they might just show up when it matters most.

CAPTIONS AND ALT TEXT

While Instagram is a visual platform, Google still relies heavily on text to understand context. That makes your captions, hashtags, and especially alt text more important than ever.

It’s worth considering how clear and descriptive your copy is, not just for your current followers, but for the wider context of search.

Alt text can offer helpful context, not only for accessibility but also for discoverability. As indexing develops, this kind of detail might help posts become more searchable and meaningful outside the feed.

HOW EDGE CREATIVE CAN HELP YOU ADAPT FOLLOWING THE UPDATE

We don’t have all the answers yet, and no one does. However, what we do have is a strong sense of what makes content valuable.

Google’s Instagram update doesn’t mean every post will rank, or that Instagram will replace your SEO strategy. It does mean, though, that social content is becoming more discoverable and that’s something worth paying attention to.

At EDGE, we stay ahead of the latest digital trends and draw on our experience across SEO and content marketing to build strategies that work. If you’re looking for a marketing partner to help you navigate what this means for your brand, we’re here to help.

Call us on 0121 355 8092 or email info@edge-creative.com.

LEARN HOW TO GET YOUR BUSINESS SEEN WITH META ADS

As part of Meta, alongside Instagram and WhatsApp, Facebook remains one of the most powerful platforms for businesses to connect with their audience.

Whether you’re a small independent business or a larger company, a well-planned Facebook ads strategy can significantly boost your visibility, reach your ideal customers with precision, and deliver measurable results that drive real growth.

In this blog, we’ll explain how to grow your business with Facebook Ads and how working with a Facebook advertising specialist can help you make the most of your budget.

UNDERSTANDING YOUR AUDIENCE

The first and most crucial step in running effective Facebook ads is knowing exactly who you want to reach.

Facebook offers highly detailed targeting options, allowing you to focus on specific demographics such as age, gender, location, interests, job titles, and even online behaviours.


For example, if you run a coffee shop in Manchester, you can target local users who are interested in your products or follow similar pages. This level of accuracy ensures your ads are seen by the right people, helping you avoid wasted spend and get more value from your budget.

ESTABLISHING CLEAR GOALS FOR YOUR CAMPAIGN

As an established social media marketing agency, our Facebook advertising specialists understand how to set up and optimise your campaigns, target the right audience, create compelling ads, and monitor performance closely. This expertise ensures your advertising budget is spent wisely and delivers the best possible return.

Setting clear goals for your campaign is also an important part of the Facebook ads process. Before creating any ads, you need to be certain about what you want to achieve.

Facebook gives businesses plenty of flexibility when it comes to advertising. Whether you’re looking to build awareness or drive traffic to your business profile, the platform offers a wide range of ad formats and campaign objectives to help you reach the right people.

For example, if your goal is to generate leads, you might choose the Leads objective, allowing Meta to show your ads to users who are more likely to convert. In this case, built-in lead forms can make it easy for people to express interest without leaving the platform.

Defining your goals from the start not only helps you in selecting the right objective for your campaign but also ensures you can accurately measure the success of your campaign. Without clear goals, it’s difficult to create effective ads or assess their impact.

CHOOSING THE RIGHT AD FORMAT FOR YOUR CAMPAIGN

Choosing the right ad format doesn’t just come down to what you want to achieve, it also depends on the quality of your creative assets.

Strong imagery, engaging copy, and well-produced content can make a big difference, especially when deciding between different ad formats. Selecting an option that complements the assets you have will help your message land more effectively and improve overall campaign performance. Some of the most popular ad formats include:

Image Ads: These are simple image ads that appear across the news feed, Marketplace, and more, effectively capturing attention with a clear visual message.

Video Ads: Ideal for storytelling, these ads use video to market a product or service. They show up in Reels, Stories, the news feed, and other placements, driving high audience engagement and allowing for dynamic content delivery.

Carousel Ads: Showcase multiple images or products in a swipe-able format across the feed, Messenger, Stories, and the Audience Network. They capture attention by revealing additional visuals and work well for showcasing products, services, or brand stories.

Slideshow Ads: Slideshow ads are made up of 3 to 10 images or a single video that plays in a slideshow and work well in Stories, the feed, and the Audience Network.

Collection Ads: Designed for mobile, these offer a seamless browsing experience within Facebook’s mobile feed. They typically consist of a cover video or image, followed by product images, allowing users to explore and shop products directly within the app.

CREATING ENGAGING, AUTHENTIC CONTENT

When people scroll through their Facebook feed, it takes something eye-catching to make them pause. That’s why it’s vital for your ads to use strong visuals and get the message across clearly and simply, right from the start.

To get the most out of your Facebook ads, you need to have a good understanding of how they work. A strong Facebook ad should be functional, thoughtful, and lead people to something worthwhile.

From the format and structure to the messaging, targeting, and destination, effective Meta ads are never left to chance. Success comes from careful planning, continual testing, and a deep understanding of what makes your audience engage.

It’s not just about what the ad looks like, it’s how it performs, where it takes the user, and how it fits into a broader strategy. Every view should lead somewhere. And every campaign should be built with data and brand alignment in mind.

If you’re looking to get more from your Meta advertising, it’s worth working with a team that knows how to turn scrolling into action. As a social media marketing agency, our team of experts can help with that.

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    OPTIMISING YOUR BUDGET WITH TESTING

    Facebook advertising doesn’t have to come with a big price tag, but it does benefit from a bit of fine-tuning at the start. Smaller budgets can be a great way to begin testing what works for your audience, especially when you’re exploring different creatives, formats or messaging.

    That said, when it comes to lead generation or conversion-focused campaigns, it’s worth knowing how Meta’s algorithm works. To fully optimise campaign performance, Facebook typically needs around 50 conversions to exit the ‘learning phase’. With a modest budget, reaching that number can take a little bit longer, particularly if your targeting is quite specific or your conversion rates are still being refined.

    However, this doesn’t mean your campaign won’t work; it just means patience is key. With the right setup and realistic expectations, even smaller budgets can lead to valuable insights and steady results over time.

    We recommend starting with a modest daily or lifetime budget and creating different versions of your ad. For example, you might run the same ad with two different images or headlines.

    Facebook’s built-in tools then show you which performs best in terms of clicks, impressions or conversions. This process, called “A/B testing”, helps you make data-driven decisions and ensures you’re not wasting money on underperforming ads.

    Once you’ve found what works, you can increase your budget on those winning ads to reach even more people. Being strategic with spend, no matter the size, helps you get the most out of every penny.

    USING RETARGETING TO REACH INTERESTED PEOPLE AGAIN

    Not everyone will buy or sign up the first time they see your ad. Retargeting is a great way to show ads specifically to people who have already visited your website or interacted with your Facebook account.

    It works by using Facebook’s tracking tools to remember who’s engaged with you before and then showing them a follow-up ad as they scroll. It’s like a gentle nudge reminding them of what caught their eye and encouraging them to come back and take that next step, whether that’s completing a purchase, signing up, or just learning more.

    It’s a tried and tested way to convert interested visitors into customers, and it helps make the most of your budget by focusing on the audiences that are already halfway there.

    WHY WORK WITH A FACEBOOK ADVERTISING SPECIALIST?

    While Facebook ads can be powerful, managing them effectively can be complicated, especially if you’re new to digital marketing. Algorithms change, new features are added and knowing how to adjust campaigns for the best results takes experience.

    Our Facebook advertising specialists understand how to set up and optimise your campaigns, target the right audience, create compelling ads, and monitor performance closely. This expertise ensures your advertising budget is spent wisely and delivers the best possible return.

    READY TO GET YOUR BUSINESS SEEN ON FACEBOOK?

    If you’re curious about Facebook advertising but not quite sure where to begin, our team of Facebook advertising specialists are here to help. We’ll take the time to break things down, answer your questions, and guide you through setting up a campaign that suits your business and goals. As a PPC Agency and social media marketing agency, we have the tools and experience to build tailored campaigns that deliver results you can measure.

    Ready to take your digital strategy further? Let’s talk about what’s possible.

    If you’re looking to get started with Facebook ads, get in touch today to discuss your requirements in more detail. Call us on 0121 355 8092 or email info@edge-creative.com

    Measuring PR Success: Key Indicators You Need to Track

    Measuring PR success is not just about counting how many times your company has been named in Google News or whether your press release got likes on LinkedIn. The world of PR is evolving, and now it is about tracking the impact of real, measurable content.

    Whether you are running a one-off campaign or building your businesses long-term reputation, you need to be aware of what is working and what is not. From website traffic to media mentions to brand sentiment, there are many ways to tell if your PR efforts are paying off, which we will explore in this blog.

    WHAT DOES MEASURING PR SUCCESS ACTUALLY MEAN?

    Public relations (PR) is all about managing how your brand is perceived – from media coverage to social media. It’s about building relationships, trust, and visibility for your business, which leads to stronger brand recognition, increased customer loyalty, and more opportunities for growth.

    Measuring PR success refers to understanding whether those efforts are adding value to your business and helping to bring you closer to your goals and objectives.

    Instead of just tracking surface-level statistics, it is about diving deeper and exploring if this campaign reached the right audience? Did it support our business goals? etc. Whether it is boosting your brands credibility or getting people talking about your business on social media, success in PR is all about getting measurable and meaningful results.

    HOW TO MEASURE PR PERFORMANCE

    Measuring PR success comes down to tracking the right metrics that reflect both visibility and the impact you have.

    However, there’s no single way to measure PR. The good news? You’ve got options. And when you track the right ones, it becomes much easier to see what’s driving real value.

    Media Coverage: Getting featured is always a win, but where you’re featured matters even more than how often. One high-quality mention in a respected publication can elevate your brand’s credibility far more than a string of lower-profile appearances.

    Share of Voice: This is a great way to see how much space you’re taking up in your industry compared to competitors. It’s not just about being talked about, but about being part of the conversation in meaningful ways.

    Website Traffic: If your coverage or campaign is driving people to check you out online, you’re doing something right. Looking at referral traffic from specific campaigns can help you determine what’s working most successfully.

    Social Engagement: Think of social media as an instant reaction board. If people are liking, sharing, commenting, or tagging friends in your PR-led posts, it’s usually a good sign you’ve hit the right note.

    Backlinks: If high-quality websites are linking to your content because of your campaign, it boosts both visibility and search engine optimisation. These backlinks signal to search engines that your content is trustworthy and authoritative.

    Sentiment Analysis: It’s not just about being seen, but how you’re seen. Tracking whether mentions are positive, negative, or neutral gives you a clearer view of your brand’s public image.

    THE VALUE OF SETTING GOALS FOR PR CAMPAIGNS

    Setting clear, purposeful goals is key to making sense of your PR results and understanding what’s working. Without them, it’s difficult to know whether your efforts are supporting your wider business objectives.

    Well-defined goals help your team stay focused, track progress, and measure success in a meaningful way, using metrics that reflect the outcomes you want to achieve, from media coverage to engagement levels or lead generation.

    Whether you’re launching a new product, entering a new market, or improving brand perception, setting goals that are specific and measurable ensures your PR activity stays aligned with real business priorities.

    For example, if your goal is to boost brand awareness, that could lead to increased interest from new audiences or potential partners. A focus on reputation can help build the trust needed for long-term client relationships. Meanwhile, prioritising website traffic or social engagement can drive more tangible outcomes like generating leads or increasing sales.

    HOW EDGE CREATIVE CAN ELEVATE YOUR PR STRATEGY

    At EDGE Creative, we track PR metrics and make them work for your business. Our team specialises in creating PR campaigns that boost your brands visibility and reputation.

    Whether it’s securing great media coverage or creating press content that stand out, we know how to get people talking about your business for all the right reasons.

    Want to take your PR to the next level? Check out our PR agency or get in touch today! Call us on 0121 355 8092 or email info@edge-creative.com.

    How AI Search Optimisation is Transforming SEO: What Your Business Needs to Know

    With the rise of artificial intelligence, people are no longer just searching online and scanning through dozens of web links to find the right answer to their questions.

    AI is reshaping the way users interact with search engines, providing quicker answers and even more personalised results. If you’re a business trying to stay visible online, understanding how to adapt to this new change is essential.

    In this blog, we’ll explore the growing importance of AI Search Optimisation, explain the real-world effects it’s having on search results, and offer our advice on how to adapt to it.

    THE RISE OF AI SEARCH OPTIMISATION

    AI is being used across a wide range of search platforms, from traditional search engines like Google to social media platforms like TikTok and LinkedIn, which are rapidly improving their search functionality. Users aren’t just looking for links related to their questions, they want instant, accurate answers right at the top of the search page.

    The biggest threat to traditional search? AI tools that can summarise information from multiple sources. Platforms like ChatGPT are leading this movement, with fast answers that link to multiple sources at once, and it’s fundamentally changing how your content gets seen online.

    AI-powered chatbots and virtual assistants are also making the search experience more interactive. Instead of scanning long articles, users can now ask direct questions and receive tailored responses in real-time. This is creating new opportunities and challenges for businesses that want to stay visible.

    WHY THIS MATTERS FOR YOUR BUSINESS

    If your business relies on being found online, whether it’s through Google search, local listings, or content marketing, this change should be front and centre in your digital strategy.

    Search engines are now prioritising high-quality, structured, and helpful content. If your content doesn’t meet those standards, it’s less likely to show up in AI-driven results.

    That’s where Business AI Search Optimisation becomes crucial, it’s about tailoring your strategy so that AI can easily understand your content and feature it at the top of search pages.

    Let’s break down the key areas you should be focusing on.

    OPTIMISING CONTENT FOR USER INTENT

    It’s no longer enough to stuff a page with keywords. Google now focuses on pushing content that answers intent-driven queries to the top of the search page. This means your content should clearly answer real user questions.

    Start by structuring your content clearly. For example, if someone searches for “How to start a small business in the UK,” your blog should include a step-by-step guide tailored to UK regulations and resources, not just generic advice. The clearer and more structured your information is, the higher the chances of it being cited in AI-driven search results.

    AI also prioritises trustworthy, well-researched sources. Ensuring your content is informative, well-cited, and backed by credible references can increase the likelihood of being featured in AI-driven search results.

    AI tools often pull direct answers from FAQs and conversational content. Expanding FAQs and targeting natural search queries can help improve your chances of being cited as a source helping to increase your visibility.

    CREATING STRUCTURED, INFORMATIONAL CONTENT

    Search engines increasingly rely on AI to evaluate and rank content. Structured, informative pages are not just easier for these tools to understand, they’re more likely to be recognised as trustworthy sources.

    By clearly organising your content and backing it up with reliable references, you naturally increase your chances of being surfaced in AI-generated results. Internal links also play a key role here. They guide both users and search engines through your site, reinforcing your expertise across key topics.

    For instance, linking to related service pages, like our web development agency or search engine optimisation agency, helps paint a clearer picture of your wider offering, while also improving the overall user journey.

    INVEST TIME IN TECHNICAL SEO


    As AI becomes more integral to how search engines process information, the technical health of your site directly impacts visibility. Sites that load quickly, adapt seamlessly to mobile devices, and use clear metadata are simply easier for AI systems to interpret.

    Elements like schema markup and structured headers don’t just support search rankings, they also improve the way your content appears in results, offering users richer snippets of information before they even click through.

    Investing in technical SEO now means creating a more robust, accessible experience for both users and search engines alike.

    CONSIDER CONTENT FORMATS BEYOND TEXT


    AI is no longer limited to processing written content, it now understands images, videos, and audio, too.

    This opens new ways to make your content more engaging and discoverable. Visual or voice-based formats not only cater to different user preferences but also give AI more context to work with.

    For example, turning a blog into a short video or infographic can make complex topics more digestible. Likewise, repurposing FAQs into podcasts or voice snippets gives your audience more choice in how they consume content. Embracing these varied formats can lead to stronger engagement and increased visibility across platforms.

    STAY UPDATED WITH AI TRENDS

    AI tools and algorithms are rapidly increasing their capabilities, and search engines continue to release new AI features. Google’s Search Generative Experience, Bing’s Chat, and even emerging AI platforms will all influence how your business is found online.

    Subscribing to updates from trusted SEO sources or working with a knowledgeable search engine optimisation agency, like ours, will help you stay ahead of the curve.

    WHAT’S NEXT FOR YOUR BUSINESS?

    As AI continues to dominate online, businesses that adapt early will be in the best position to succeed. Optimising your current SEO strategy to include AI Search Optimisation isn’t just about increasing web traffic; it’s about staying visible and positioning your business as an industry leader, with a strong strategy for Business AI Search Optimisation.

    If you’re ready to future-proof your SEO strategy with AI in mind, we’re here to help. Just drop us an email at info@edge-creative.com, we’d love to discuss.

    The Difference Between SEO and PPC and Why You Should Use Both

    If you’re looking to increase your online visibility, chances are you’ve come across Search Engine Optimisation and Pay-Per-Click. While both are powerful tools for driving traffic to your website, understanding how they work – and how they differ – is key to making the most of your digital marketing strategy.

    In this blog, we’ll explore the difference between SEO and PPC, and how a joined-up approach can help increase lead generation and sales for your business.

    Organic SEO vs PPC: Understanding the Difference

    Search Engine Optimisation (SEO) is all about making strategic improvements to your website to help it rank higher on search engine results pages (SERPs). This includes everything from creating useful, relevant content to making sure your site is technically sound and easy to navigate.

    SEO is a long-term strategy that takes time to build authority and trust with search engines. However, the long-term benefits make it a worthwhile investment. A strong SEO strategy allows you to attract the right audience organically and, over time, can become one of the most cost-effective ways to drive consistent traffic to your website.

    Pay-Per-Click (PPC) advertising, on the other hand, offers a level of control, precision targeting, and measurable results that few other marketing channels can match. Whether you want to boost website traffic, drive online sales, or build brand awareness, campaigns can be tailored and refined as your business grows. While SEO requires patience, PPC can offer fast exposure by placing your brand directly in front of your target audience on search engines, websites, apps and social media.

    Moreover, it gives you the flexibility to scale your campaign budget as needed. You can adjust your spend based on what’s working, giving you the freedom to make informed decisions along the way.

    The Power of Combining Organic SEO and PPC

    Some people view organic SEO and PPC as an either-or decision. But the truth is, they are most effective when they work together. Here’s why:


    Improved visibility: Integrating your SEO and PPC strategy can significantly boost your visibility on search engine results pages (SERPs). When your brand appears in both the organic and paid listings for the same search term, it not only increases the likelihood of driving web traffic but also reinforces your credibility and trustworthiness. The more touchpoints you create, the better.

    Adaptability: PPC offers the flexibility to respond quickly to gaps or changes in your SEO performance. For example, if your organic rankings drop due to an algorithm update, PPC can keep your brand visible while your SEO catches up. It’s also ideal for targeting time-sensitive campaigns, such as product launches, where waiting for organic rankings just isn’t efficient.


    Stronger ROI: By combining the long-term value of SEO with the immediate impact of PPC, you can maximise your marketing ROI. SEO helps build a sustainable stream of organic traffic over time, reducing your reliance on paid efforts over time. Meanwhile, PPC delivers quick wins and precise targeting. Together, they complement each other – offering both stability and flexibility – so you can choose the most effective approach depending on your goals.

    As an experienced SEO and PPC agency, we believe that every well-planned and connected digital marketing strategy should combine both SEO and PPC, aligning your message and goals across both channels for stronger results.

    How to Know When to Prioritise Between Organic SEO vs PPC

    When you’re new to digital marketing, deciding whether to prioritise SEO or PPC often comes down to your goals and how quickly you need to see results.

    Whether you’re building long-term visibility or looking for a short-term boost for lead generation, knowing when to prioritise SEO or PPC can make a big difference. Here are a few key tips to help you decide what’s right for your brand.

    1. Define your business goals clearly
    If your goal is long-term growth and consistent online visibility, prioritise SEO. If you’re focused on short-term results, such as launching a new product, PPC will be more effective.

    2. Consider your timeline
    SEO can take months to see real traction, so if you need results fast, start with PPC to generate immediate traffic, while your SEO efforts build in the background.

    3. Look at your budget
    SEO typically requires time and expertise, but it’s more cost-effective long term. PPC offers immediate exposure but requires ongoing spend to stay visible. If your budget is limited, start with a strong SEO strategy as your foundation.

    4. Use data from one to inform the other
    The research you carry out for your SEO strategy can offer valuable insights that also benefit your PPC campaigns and vice versa. For instance, if you discover that your website ranks in organic search for a term like ‘Facebook Ads Agency’, that’s a strong indicator it resonates with your audience. You could then use that same keyword in your PPC ads to boost visibility and reach an even wider audience.

    5. Don’t treat it as either/or
    Think of your SEO and PPC as a combined strategy. A joint approach often leads to stronger visibility, better audience targeting, and a more consistent online presence.

    Need Support with Your SEO and PPC Strategy?

    Our SEO and CRO marketing team specialise in creating integrated campaigns that combine the best of both worlds. Find out more about how we can support your business with our PPC services or get in touch to start building your tailored strategy.

    If you’re looking to choose between Organic SEO vs PPC, explore more of our blog content for guidance on making the most of your digital marketing efforts.

    Digital PR and SEO: How PR Can Help Improve Your SEO Performance

    Search engine visibility is a major driver of online success, but ranking well isn’t just about keywords. One of the most overlooked ways to boost performance is through an integrated PR and SEO (search engine optimisation) strategy.

    Digital PR helps you earn media coverage and secure high-quality backlinks from trusted sources, two factors that can significantly improve your site’s authority in the eyes of search engines.

    On top of this, it builds brand awareness, attracts referral traffic, and supports long-term visibility. When combined with technical SEO and on-page optimisation, digital PR can be a game-changer, helping your website climb the rankings and connect with a wider, more engaged audience.

    DIGITAL PR AND SEO EXPLAINED

    Digital PR is a modern take on traditional public relations, focused on building a brand’s presence online rather than in print. It involves securing coverage on digital media platforms, earning backlinks from authoritative websites, and collaborating with online influencers, all with the goal of increasing visibility and credibility in the digital space.

    Whereas SEO is the process of improving your website’s performance in search engine results. It includes tactics like keyword research, technical improvements, content creation, and backlink building, all designed to help your site rank higher when users search for relevant topics.

    While they serve different functions, digital PR and SEO are closely connected.

    WHY THEY BOTH GO HAND IN HAND

    When done right, PR isn’t just about getting your name in the news, it’s a strategic tool that directly supports your SEO goals. That’s where having an integrated PR and SEO strategy comes in…

    Digital PR helps you earn high-quality backlinks from reputable websites, which are one of the most important ranking factors for search engines. The more relevant and reputable the links, the stronger your domain authority, and the higher your chances of appearing at the top of search results.

    Digital PR enhances your online presence by securing brand mentions and backlinks from high-authority publications. These features send strong, positive signals to search engines, directly improving your SEO and making it easier for customers to discover your content.

    Moreover, consistent media coverage builds brand awareness and recall. As your consumers grow familiar with your brand from trusted sources, they are more likely to search for you directly.

    This increase in branded searches not only boosts organic traffic but also signals to search engines that you are a recognised authority in your field, enhancing your online presence.

    Unlike short-term marketing tactics, backlinks from digital PR continue to deliver value over time, strengthening your SEO performance long after the initial coverage goes live.

    By combining digital PR with SEO, you’re not just getting your brand seen; you’re building the long-term trust, authority, and visibility required to stay competitive online.

    METHODS THAT UTILISE BOTH DIGITAL PR AND SEO

    Combining digital PR with your SEO strategy can significantly boost your online presence. Here are some key areas where your digital PR can enhance your SEO efforts:

    Pitching publications with linkable assets: Including original research, comprehensive data studies, or engaging infographics offers valuable resources to enhance their stories. When publications include these assets, it often results in high-quality backlinks to your site. These backlinks are a vital signal to search engines that your content is authoritative and trustworthy.

    Monitor unlinked brand mentions: Discovering instances where your brand is mentioned online without a direct link back to your website, presents a golden opportunity to request a backlink to your site. Transforming a simple mention into an asset that drives referral traffic.

    HOW EDGE CREATIVE CAN UPGRADE YOUR PR AND SEO

    At EDGE Creative, we’re an integrated Digital PR and Search engine optimisation agency helping businesses boost visibility and receive real results.

    From creating keyword optimised content to securing high-quality backlinks, our experts align PR outreach with search optimisation, making every campaign stronger.

    Want to take your online presence to the next level? Call us on 0121 355 8092 or email info@edge-creative.com.

    4 Key Reasons Why You Should Be Using Google Ads For Your Business

    If you’ve ever asked yourself, “Should I use Google Ads for my business?” – you’re not alone.

    For many brands, the answer lies in Google Advertising. As one of the most powerful and popular digital marketing platforms, Google Ads gives businesses the ability to reach potential customers exactly when they’re searching for products or services.

    But is it the best way to advertise your business? In this blog, we explore how Google Ads works, the benefits it offers, and whether it’s the right fit for your brand’s growth strategy.

    WHAT IS GOOGLE ADVERTISING?

    Google Advertising is a powerful paid marketing platform that lets businesses display ads across Google’s search engine results pages (SERPs), YouTube, Google Maps, and network of partner websites.

    By bidding on keywords related to their products or services, businesses can ensure their ads appear when potential customers are actively searching.

    WHY CONSIDER GOOGLE ADS?

    As a form of pay-per-click (PPC) advertising, it offers a level of control, precision targeting, and measurable results that few other marketing channels can match.

    Here are more reasons why you should use Google Ads for your business:

    TAILOR CAMPAIGNS TO YOUR GOALS – Google Ads is flexible. Whether you want to boost website traffic, drive online sales, or build brand awareness, campaigns can be tailored and refined as your business grows.

    REACH THE RIGHT AUDIENCE AT THE RIGHT TIME – Target users based on keywords, location, interests, and even time of day ensuring your message appears when and where it matters most.

    SCALE YOUR SPEND AS YOU GO – Google Ads gives you the flexibility to scale your campaign budget as needed. With real-time performance insights, you can easily adjust your spend based on what’s working, giving you the freedom to make informed decisions along the way.

    TRACK EVERYTHING IN REAL TIME – From impressions and clicks to conversions and cost-per-click, every element is measurable. This makes it easier to calculate your return on investment (ROI) and adjust your strategy accordingly.

    IS PPC SUITABLE FOR EVERY BUSINESS?

    While PPC advertising offers incredible potential, it’s not a universal solution for every business. The secret to success lies in knowing how and when to use it effectively.

    For businesses with smaller budgets, it can often be challenging to compete in highly competitive industries where cost-per-click (CPC) rates are high. However, with expert guidance and strategic planning, even modest budgets can achieve meaningful results, targeting niche or local markets.

    One of the most important things to figure out before diving into ‘Why use Google Ads’,is how much you’re actually willing to spend to get a sale or a lead. Your target cost-per-acquisition (CPA) acts like a guide for your whole strategy, helping you set smart limits and make sure your budget is being used in a sensible way. When you have a clear idea of your numbers, it’s much easier to make good bidding choices, pick the right keywords, and track what’s really working. Without a CPA target, it’s easy to burn through your budget chasing clicks that don’t turn into customers.

    If your business has a niche audience or operates in a more specialised space, PPC can be a powerful way to reach the right people. But to see real results, you’ll need a focused strategy, regular fine-tuning, and clear goals from the start.

    For businesses with a bit more budget to play with, there’s room to be more ambitious, whether that’s boosting brand awareness, driving more leads, or pushing for direct sales. That said, success isn’t just about how much you spend. It’s about making sure everything lines up to attract the right kind of traffic and turn interest into action.

    COMMON CHALLENGES BUSINESSES MAY FACE WITH GOOGLE ADS

    Even though Google Ads offers powerful tools for growth, it’s not without its objectives. Here are some of the most common challenges businesses encounter when getting started:

    High competition for keywords – Certain industries (like finance or law) have expensive CPCs or CPAs, making it harder to compete without expert management.

    Platform complexity – Google Ads can be a steep learning curve for beginners and can quickly become overwhelming if you are new to it.

    Wasted ad spend – Without a focused strategy or proper tracking, budgets can disappear without delivering real value.

    GET THE MOST OUT OF ADVERTISING WITH OUR PPC AGENCY

    Working with an experienced PPC agency like EDGE Creative can make all the difference, and our team of experts are here to assist.

    We help businesses tailor their ad campaigns to meet their goals – whether that’s driving traffic to a website or increasing online sales.

    Working closely with brands of all sizes, we deliver performance-focused campaigns designed to get the most out of every penny spent.

    A Best Practicing Guide to Email Marketing in 2025

    In this ultimate guide to email marketing for business, our email marketing agency will dive into the essential strategies, insights, and email marketing best practices to help you navigate the changing landscape of email marketing in 2025.

    Email marketing is an established cornerstone of digital marketing, and despite the rise of newer platforms, it remains a powerful tool with a predicted 4.89 billion email users worldwide by 2027.

    For B2B companies, email marketing is still the most effective way to connect with prospects, with 73% of marketers using it to build lasting relationships.

    As we explore the strategies that work best for both B2B and B2C, this email marketing guide will ensure you’re equipped with the knowledge to create engaging email campaigns that generate high conversions and resonate with your audience.

    TRIED AND TESTED EMAIL MARKETING BEST PRACTICES

    In this email marketing best practice guide, our team of experts will guide you through the tried and tested strategies for email marketing success in 2025.

    CREATING ENGAGING AND AESTHETIC CONTENT

    Attention spans are short, so making an immediate impact with your email marketing is crucial. With 61% of consumers spending eight seconds reading each email (Forbes), standing out is more important than ever.

    This is where the design and content of your email campaigns play a vital role in capturing attention. Personalised emails, for example, can increase open rates by 26%. By using strong subject lines, concise wording, clear CTAs, and engaging visuals like graphics and images, businesses can create more meaningful connections with their audience, leading to higher open rates and stronger engagement.

    This statistic proves the importance of tailoring both design and messaging to individual preferences and behaviours. When content feels relevant to the audience, it not only grabs their attention but also encourages further engagement with the email.

    While AI can be a convenient tool, don’t rely solely on it to write your emails. Consumers respond best to personalised, human-sounding content. Instead, lean into writing tailored messages based on specific audience segments to make a more impactful connection.

    Our email marketing guide recommends focusing on content that resonates with individual recipients to achieve better results.

    SEGMENTING YOUR AUDIENCE DATA LISTS:

    Effective audience segmentation is key to creating more personalised and impactful email marketing campaigns. By updating your existing audience segments to include customer data and preferences, you can tailor content based on specific purchasing behaviours.

    This approach, known as hyper-segmentation, helps you organise vast amounts of data to create more niche segments, ensuring that your emails align with the unique wants and needs of each segment.

    Recent updates, such as Apple iOS 18’s ‘priority messages’ feature, penalise brands using generic audience segmentation. This new feature uses AI to identify urgent messages, prioritising those deemed important and displaying them at the top of your lock screen. Priority Notifications also summarise key information to highlight the most important parts of alerts. As a result, it’s crucial for brands to refine their audience segmentation, focusing on customer behaviours and interactions with their brand.

    Here are some tips to help improve your segmentation strategy:

    • Industry type: Different sectors have different pain points, so tailoring your content to address each sector’s unique needs will be more effective.
    • Role or position within a company: Segment by seniority to tailor messaging for different roles. For example, a Managing Director or CEO will have different decision-making powers to a Personal Assistant.
    • Behavioural data: Use past interactions, like pages viewed on your website, to segment your audience. This can easily be tracked using tools like Google Analytics.
    • Geographical location: Regional trends and needs can be addressed with emails based on geographical location, to help increase relevance and engagement.
    • Customer Journey: Your audience needs to be targeted with different content at each stage of their journey. Segment your audience accordingly, for example, use educational content for the awareness stage and sales-driven messaging for the decision stage.
    • Audience Interests: Collecting first-party data through email surveys helps you understand your audience’s preferences and interests, allowing for more targeted email segmentation. This is a key component of any email marketing best practice guide.

    EMBRACE AI-POWERED ANALYTICS AND REPORTING

    Analytics and reporting are crucial components of any successful email marketing strategy. Without them, it’s difficult to understand the effectiveness of your campaigns or identify areas for improvement.

    Tracking key metrics such as open rates, click-through rates, and conversion rates gives you valuable insight into how well your emails are performing. These metrics help you understand what resonates with your audience and what doesn’t, enabling you to fine-tune your approach for better results.

    More advanced reporting tools can offer deeper insights into your audience’s behaviour, such as time spent reading emails, geographic location, and device usage. These details allow for more targeted segmentation and personalised content, improving engagement.

    In 2025, making use of analytics and reporting will be an essential part of your email marketing strategy, particularly when it comes to automating your campaigns and responding to real-time data. By continually analysing your email performance, you can optimise campaigns and ensure you’re delivering the right message to the right people at the right time.

    This is especially important for businesses following an ultimate guide to email marketing for business.

    KEEP MOBILE FRIENDLY EMAIL DESIGN FRONT OF MIND

    With 55% of emails now being read on mobile devices it’s essential to optimise your email design for mobile viewing.

    For businesses, this can lead to higher engagement rates by improving the user experience, ensuring decision-makers can easily access your content anytime, anywhere.

    • Prioritise a mobile-first approach with single-column layouts for better readability on mobile devices.
    • Ensure links and buttons have a minimum target area of 44×44 pixels for easier accessibility on mobile screens.
    • These simple adjustments will improve functionality and encourage higher user engagement on mobile devices.

    Want to know how to optimise your blogs for mobile viewing? Read our blog on how to make your emailers mobile responsive, part of our guide to B2B email marketing.

    EMERGING TRENDS IN EMAIL MARKETING FOR 2025

    • Increased AI automation
    • More niche audience segments
    • An influx of first-party data

    We believe that AI automation will drive a significant rise in audience segmentation, revolutionising the way brands approach email marketing. As AI technology continues to evolve, we can expect a dramatic increase in its use for refining audience segmentation.

    In the near future, brands will not only use AI to better understand their audiences but also use it to capture and analyse first-party data more effectively. This data will allow for highly personalised and granular targeting, enabling businesses to send tailored content to the right individuals at the right time.

    The ability of AI to process vast amounts of data quickly and accurately will enable marketers to make more informed decisions and optimise campaigns in real-time. It will be fascinating to watch how AI impacts the future of email marketing as it continues to evolve.

    Gone are the days of third-party cookies. Our team predicts a significant shift towards first party data, as brands compete to collect more information about their audiences.

    However, with stricter data privacy laws and growing concerns over how customer data is handled, businesses must become more transparent in their data collection practices. Adapting to evolving regulations like GDPR is essential for maintaining your brand’s reputation and maintaining strong relationships with your prospects.

    HOW EDGE CREATIVE CAN ELEVATE YOUR EMAIL MARKETING

    As email marketing continues to evolve with new technologies and shifting consumer behaviours, our team are here to ensure you stay ahead of the curve. With over 20 years of experience, we specialise in personalised, segmented campaigns that drive high response rates and maximise ROI.

    We target the right audience with the right message at the right time, creating visually appealing, on-brand emails that stand out in any inbox. Our responsive designs work across all devices, while personalised content encourages engagement and drives sales.

    Through A/B testing and optimisation, we refine your campaigns for the best results. Our automation tools ensure timely, relevant content reaches prospects, even when you’re not actively managing campaigns.

    Let us support your email marketing efforts and help you achieve meaningful results. Get in touch with us to explore how we can enhance your campaigns and implement the best practices from our email marketing guide.

    Copywriting and the Benefits of Blogging to a Business

    When you think about digital marketing, you might immediately think about a brand-new website design, an expertly produced social media video, or a large billboard advertisement next to a busy road.

    Copywriting is often a secondary thought, but it is a crucial aspect of making every other area of marketing a success and can even reap its own rewards through blogging.

    Read on to find out the benefits of a company blog and why copywriting is crucial even in a world of visual marketing!

    ALMOST EVERYTHING NEEDS CONTENT

    Marketing is about grabbing a reader’s attention and enticing them into purchasing your product or service. The attention grabbing can be done through flashy imagery or a sleek design choice, but it’s the content marketing that will encourage people to stay.

    Whether you’re using social media marketing, paid advertisements, or more direct methods, such as email marketing, you need to write copy that conveys your message to the customer.

    Sometimes it needs to be long and detailed, like a guide explaining the potential causes and solutions to a major problem that you can help with. Other times, it should be quick and concise, like updating your customers on changes to your operating hours or the overview of a service you offer.

    Your copy is always important: if your customers can’t find the information they need or aren’t interested enough to read the whole thing, then they may be more inclined to go elsewhere. Plus, nearly 75% of users will pay attention to your spelling and grammar, and they may even make a decision based on any mistakes, so make sure it’s correct, too!

    The key is that your copy should always be grammatically correct, serve a purpose, and be right for your target audience.

    WHY CONTENT IS CRUCIAL FOR WEBSITES

    Your content writing is rarely more important than for your website. While a website built by a specialist website development agency is a valuable asset for any business, the information on every page is what your customers are most interested in.

    The most likely reason for visiting your website is to find out more about you or your service, and it’s the job of the copywriter to convince them that your business is the right choice. Your experience, your unique selling points, and your contact information all need to be easy and engaging to read to help convince anyone on the fence about your expertise.

    Perhaps more importantly, the on-page copy of your website is where you can most effectively build a base for your search engine optimisation strategy.

    Things like your service pages, case studies, or ‘about us’ section offer an excellent opportunity to fill your website with relevant keywords to help improve your search ranking.

    It is a combination of everything that’s just been mentioned that also makes blogging so important.

    5 KEY BENEFITS OF BLOGGING AS A BUSINESS

    Blogging is a highly underrated aspect of marketing, and the uses and results it can bring you when done correctly should not be ignored. That’s why 80% of businesses use it as part of their marketing strategy, and websites with active blogs have 434% more indexed pages on search engines.

    Here are five of the main benefits you can receive from writing a blog correctly:

    1.  FURTHER DRIVE SEO RESULTS

    Google loves two things: fresh content and keywords. Regular blogs provide you with the opportunity to use both, targeting and including specific keywords to help boost your ranking while also maintaining the consistent upload of new material.

    Each blog can be tailored to match your current SEO strategy using keyword research, helping you drive certain keywords when you notice a dip or to capitalise on seasonal trends.

    2.  DEMONSTRATING YOUR EXPERTISE OR USPS

    Your service pages and your case studies provide a great opportunity to do this at surface level, but going into more detail regarding specific aspects of your product or service can be great topics for your blog posts.

    When diving into minute detail in this way, you demonstrate your knowledge on the field and help your customers better understand your offering, which can drive successful conversions.

    3.  TIES YOUR CAMPAIGNS TOGETHER

    If you have social media posts, adverts, or emails going out about a specific topic, blog content can be a great way to tie them all together and divert traffic to your website with external links. This can also work the other way round, where a blog post can be repurposed into a social media post or email to save time.

    4.  REINFORCES YOUR BRAND

    Your brand is your business, and your blog could be the perfect opportunity to further develop that brand and explore what could make your business unique. It can help you identify your specialities, perfect your tone of voice, and better understand the imagery you want to use while also helping you stand out from the competition.

    5.  ENCOURAGES CUSTOMER ENGAGEMENT

    Blogs are often a great way to get your customers engaging with your business, be it through leaving comments on your website or sharing them on social media. This engagement can expand your company reach and show that you value the relationship with your customers.

    Plus, more engagement can help build trust and reliability between you and your customers, meaning they may be more likely to recommend you to a friend or go to you again in future.

    GET IN TOUCH FOR EXPERT COPYWRITING

    Thinking about improving your social media feed, customer emails, or company blog? EDGE Creative can help.

    As an expert digital marketing agency in Birmingham, we know how to produce copy that will get results and drive leads.

    We’re a specialist content marketing agency and are experienced and knowledgeable in all forms of content marketing and will work with our graphic design and SEO teams to produce effective and engaging pieces for your business.

    Call the office on 0121 355 8092 or email info@edge-creative.com to find out how our dedicated team can support your needs.