How To Skyrocket Your Engagement With the Help of a Content Marketing Agency

Originally published May 12, 2022 , updated on July 1, 2025

Content marketing is not a passing trend. It’s a proven strategy that millions of businesses use to boost their brand awareness and drive sales. In fact, the latest statistics show that around 90% of marketers use content marketing strategies to ensure their business services and products are getting noticed. But to ensure you’re on the right side of that statistic, and reap the benefits, it isn’t enough to simply “produce content”.

To create content that actually helps your company grow, you need to invest time and resources into developing a carefully thought-out content strategy. One of the fastest options for getting it right is to work with an SEO content marketing agency. But it isn’t always easy to pick the right partner. Here’s what to look out for, and how to use SEO content marketing services to grow your brand and boost engagement.

What Services Does a Content Marketing Agency Offer?

Content marketing agencies offer a range of different services. These can include content strategy, content distribution, writing and visual design. These services help companies to focus their content marketing plan and to increase engagement with their product or brand. For most businesses though, the biggest reason to engage content marketing agencies is for writing services like: website copywriting, blog writing, email writing, case studies and whitepapers, social media content writing.

Website Copywriting

Great website copy is clear and conversion-focused. But getting it right is an art. Luckily, most content marketing agencies have a lot of experience with this type of writing. That includes optimizing content for UX (user experience) and SEO (search engine optimization), and using strong headlines and calls-to-action (CTAs) to engage readers and drive conversion. Good website copy should also be consistent when it comes to tone and brand voice. But a good agency will take care of those details automatically. 

Blog Writing

Blogs are a great way to capture traffic when your audience is researching a new idea or service. An SEO content marketing agency can help you create content that makes sure people find your blog first. That includes making sure you use the right keywords in the right amounts and that you structure your blogs well to make them discoverable by search engines. They can also help you optimize how each blog links to other content on your site. 

Another benefit of writing regular blogs is that it positions your company as a thought leader about a specific topic or industry. Which means that the audience that reads your content is more likely to recommend it to other people. By pairing with a strong content marketing agency, you can boost that effect even further by working with specific writers who get to know your company and brand – and who can ensure you post regular, valuable insights.

Email Writing

Email marketing may seem straightforward, but the truth is that many businesses have a hard time writing emails that don’t just get deleted. Why? Because there’s a fine line between an email that sounds like spam and one that gets the reader to take action. To write emails that catch attention you need to make sure you have the right combination of subject line, focused messaging and a compelling CTA – all areas where the expertise of a content marketing agency can come in handy.

Case Studies and White Papers

The three types of writing discussed above are ones that most content agencies have experience with. But when it comes to case studies and white papers, things get a bit trickier. These long-form writing pieces are designed to showcase your expertise and to build trust with your audience – so you need to pick the agency you partner with carefully. 

To check whether they have the needed expertise, to ask to see a previous example and look for the following:

• Clear structure for ease of reading (like: problem, solution, results)
• Direct quotes, data, metrics or graphs that add credibility
• Callouts and clearly divided sections that make the content “skimmable”

If you’re in a technical field, you should also ask about their writer’s experience with your industry.

Social Media Content Writing

Like website copy, social media writing is an art-form. Social posts need to be short, instantly engaging and meaningful. Each platform (X, Instagram, LinkedIn etc.) also has its own conventions and restrictions that you need to know to be successful with your content. For example, length, hashtag usage and tone. An experienced content marketing agency can help refine your strategy, and can show you how to repurpose your other content, like blogs, to make it suitable for social media.

How Content Marketing Agencies Help You to Boost Engagement

In addition to helping you build a strategy based around different types of content, content marketing agencies know how to boost overall engagement. Here are some of the ways they can help:

Ensuring Content Relevance

No-one sticks around to consume information or ideas that just don’t appeal to them. So, if your content feels generic or out of touch, expect to lose customers. Part of an agency’s job is to help you figure out your target audience, including what they want and what their pain points are. 

Here’s how it works: Your agency will start by conducting audience research using tools like surveys or using market analytics. This gives them an idea of your ideal customer. From there, they might help you develop customer personas or segments, so you can target marketing more effectively. The next step is choosing content types that appeal to your audience, and refining the tone and voice you should use to grab their attention.

Repurposing High-Performing Content

Most agencies have tools to analyze your top performing content and why it works. And once you know which pieces are sizzling, it’s worth getting the most from them that you can, right? An agency can help you convert existing content, like blogs into new formats. For example, video scripts or social posts. This is a great strategy because it gives your best pieces a second (or third or fourth) chance to find an audience and drive engagement. 

Content Optimization

A good agency reviews the results of their work. And then they adjust your content strategy to make the most impact. For example, they might offer A/B testing where you send out two or more versions of a piece and see what attracts attention. That could mean different versions of email subject lines or changing where you put your CTA in a blog. Or trying out different image and graphics options.

Then, using tools like Google Optimize or Hotjar, they check performance to see what’s really adding value to your content strategy. 

Community and Interactive Content

One of the best ways to increase engagement is to create a space where customers or clients  can connect – both with your company and with each other. It might be a social media group or a forum. Or a place to share user-generated content (UGC), like reviews, explainer videos and testimonials. Here’s how a content marketing agency can help: 

• They can help you choose the right platform to build your community (like deciding which social platform is best for your UGC)
• Many agencies offer customer engagement as a service, or they can train your team on how to do this themselves.
• UGC campaigns are another option, and a good content marketing team will be able to guide your strategy with suggestions about how to promote your contest or campaign.

Content marketing experts can also help you design interactive content, like polls, quizzes, live Q&As. Or they can show you how to gamify content(like having a reward system for participating in events) Some also offer support for webinars and online events so you can connect with your audience in real time.

Improve Your Search Engine Optimization and Drive Website Traffic

Good copy that is relevant to your brand will improve your website’s chances of being found in an organic search. And since most internet users today completely disregard the top paid search results on Google, the first organic result is the best place for you.

An SEO content writing agency can develop quality copy consistently to keep you on the first page. It will typically follow three best practices to do this. 

1. Creating brand-relevant content regularly. Google loves new copy, and it will reward your company website for producing it. Publishing new content at least twice a week will have enormous benefits for your SEO.

2. Using relevant keywords. Strategically-placed keywords in your copy guide consumers to your content or product when they search for a relevant phrase or question. And when many users find your content useful for the keywords they searched for, and spend time on your site as a result, the search engine will reward you with a better ranking.
3. Backlinks. SEO content writing agencies can also advise you on how to build good backlinks to your site.  Backlinks from reputable websites help build trust in your own site and improve your search engine rankings. Which naturally drives more traffic your way.

Developing a Brand Persona

Consistency is the key to great content which is why it’s important to make sure your content stays “on-brand”. After all, your brand is about the values your company represents and the ideas that make it unique. But a lot of companies struggle to keep their messaging, visual identity and voice aligned across all of their content. Partnering with an SEO marketing agency can make that a lot easier, because they have the experience to help you develop your brand persona. 

Part of it will come from the audience research and segmentation we discussed above. Using information about your target audience, an agency will help you define your brand’s voice and tone. For example, should you sound authoritative or approachable? If you’re running a bank, it’s the first one. But if you make sportswear, like Nike, a more casual tone is the answer. 

You could also ask: “Should I brand have a sense of humour?” or “How do we relate to our audience? As a friend or mentor? Or maybe an advisor?”

By answering those questions, you can create a brand persona that stays consistent in all of your communications and content. And that makes your company more recognizable to your audience. 

Establishing Trust and Credibility

An SEO content writing agency can also help you establish trust and credibility with your audience. Part of this comes from your brand persona. Part of it comes from the type of content you produce and how it helps or teaches your audience. Good content writers can also help you present your expertise in a way that makes your company a thought leader in their space. Which is great for building loyalty and engagement, and getting people to come back for more insights. 

This marketing strategy aims to build more authority than your competitors without pushing a hard sell. You want to be seen as the industry expert!

SEO Content Writing Services Give You an Edge

SEO changes constantly. One day you’re ranking well, the next, Google updates its algorithm, and everything shifts. AI-generated content is also everywhere now, and people are searching differently – using voice assistants, skimming on mobile, expecting quick answers. If your content isn’t built to thrive in that environment, it won’t stand out.

That’s why SEO content writing services matter. Google prioritizes content that’s helpful and easy to read. If your site is packed with generic, keyword-heavy fluff, it won’t get you far. But a skilled SEO content writer knows how to create content that’s both optimized and engaging.

And maybe most importantly, people are quickly learning to spot AI writing. Which means many customers are actively looking for human work. Work that comes from people who understand what makes content worth reading. 

Which is where an SEO content writing agency like Goodman Lantern comes in. Our dedicated writing and content marketing team has the expertise to guide your brand to better SEO and content strategy, every step of the way. Drop us a line to learn more.

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FAQs

What Types of Content Actually Gets People to Engage?

The stuff people actually want to see. Videos and bold visuals make them stop scrolling. Posts that ask interesting questions or share useful insights spark real conversations. Polls, quizzes, and interactive content pull them in. Online events create a sense of community. If your content feels generic or forced, it won’t get engagement – it’s that simple.

How Does a Content Marketing Agency Make Content More Engaging?

They figure out what your audience actually cares about and create content that speaks to them. It’s not just about cranking out posts – it’s about making posts that count. A strong agency helps with things like personalized email campaigns, social media strategies, and content that’s Google-optimized. If you’re working with an SEO content writing agency, they’ll also make sure your content gets found by the right people at the right time.

Is Social Media Really That Important for Engagement?

Absolutely. If you’re not active on social media, you’re missing a huge opportunity. Posting regularly is one thing, but actually engaging – replying to comments, starting discussions, and keeping up with trends – is what makes the difference. The right SEO content writer will also help optimize posts so more people see and interact with them, both on social media and in search results.

How Do Interactive Content and Events Help Keep People Interested?

People don’t just want to read—they want to do something. Quizzes, polls, and live Q&As get them involved. Webinars and online events make them feel like part of a community. The more people interact with your brand, the more likely they are to stick around and come back. Plus, content that generates engagement is more likely to be shared, which means even more visibility for your brand. And if your content is backed by strong SEO content writing, you’ll keep showing up where your audience is already looking.

When Do I Need an Expert Content Marketing Agency?

Short answer: It’s always valuable. 

Long answer: Using an SEO content marketing agency to create copy for your company gives you access to a team dedicated to your company’s success. A team that brings professionalism and expertise to your brand and that can guide you to the best strategy for any campaign or marketing initiative. SEO writers and marketers are also experts in the different types of content you can use to promote your brand. So, they can suggest new types of content and placements that will drive engagement with your brand and help you to grow your business. 

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