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Content marketing agency Manchester

Content is ‘king…important

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The SEO Content marketing agency you want doesn’t rely on useless Yoast tick boxes or take Neil Patel as gospel. It uses data and forensic analysis to evaluate your competitor’s SEO Content tactics and turn their weaknesses against them.

Everyone thinks they can “do SEO Content” but writing one useless blog post a month that has zero SEO impact is going to do the square root of jack to drive leads and make you money. If your website is going to be a success, it needs optimised content that draws a crowd and sells your business with valuable, relevant content. To do this, you need meticulous Content Marketing services with a strong, planned out Content Marketing strategy that is backed by data and keyword research. 

Don’t waste your time handing the task over to some intern or “guru” using the Moz Grader tool. Leave it to the elites. Our Content Marketing agency looks at all the boring bits of content creation (we’re talking organic traffic, copy placement, content length, keyword research and internal linking opportunities) to determine where your commercial potential lies and develop an SEO Content strategy that crushes your competition. Data guides us and we work where the £££ is.

If you want a Content Marketing agency in Manchester that turns dry copy into traffic-driving and money-making SEO Content, look to the dark and send us a sign.

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What is SEO Content marketing?

Good for your business.

SEO Content Marketing is the practice of creating and optimising content with the goal of improving your website’s visibility and ranking on search engines. This type of digital marketing involves incorporating targeted keywords, high-quality and informative content, and strategic on-page optimisation techniques to help organic users find your website.

Any good Content Marketing agency should be able to write vaguely useful content sans spelling mistakes. Only the elite Content Marketing agencies will know how to weaponise words to convert mere eyes on the screen into paying customers. Quality content is one of the best assets in your digital marketing arsenal. The pen is mightier than the sword, afterall. 

Content marketing is a marketing strategy focused on getting you seen and making you money. It’s all about creating valuable, relevant and optimised written copy for your website to attract and retain your target audience, build their trust, and make them give you their cash – oodles of it.

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Benefits of Content Marketing for SEO

When it comes to SEO, Content Marketing services are an essential part of on-page optimisations. SEO Content helps to provide valuable and relevant content to users, which in turn boosts your website’s visibility and authority online. By creating high-quality, engaging content, you can improve your search engine rankings, attract more organic traffic to your site and retain your target audience. Build their trust, and make them give you their cash – oodles of it.



Above all, great SEO Content Marketing will:

  • Get you noticed – Don’t be lost in the noise. Educate leads and prospects about your products and services
  • Answers customers’ questions – You know your onions, so we’ll show your prospects how your products and services meet their needs
  • Make you money – the good bit. Offer guidance to customers. Guide them to make informed purchase decisions
  • Make you even more money – now you’re interested. We’ll help build customer trust and increase customer loyalty 

SEO Content Marketing gets you known. It’s a powerful ally for any business website. We plant the seed of awareness in your users’ minds so the next time they’re thinking of a service or product you offer, your business is the first thought that pops into their brains. It’s like preemptive telephony. A super power our Content Marketing agency wields with a vengeance. 

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What is SEO copywriting?

SEO content fuses copywriting and search engine optimisation.

  • Copywriting is about writing to entertain, persuade and inform. Copy that turns interest into action and readers into customers. A cliff-hanger and punchline rolled into one
  • Search engine optimisation is a way to increase the amount of organic traffic to a website by targeting relevant keywords and appearing higher up the pecking order on Google. Traps for their crawlers

SEO copywriting, then, refers to high-quality written copy created to rank well for specific key terms and drive organic traffic to your website from search engines. This includes (but isn’t limited to) optimised landing pages, service pages, product pages, blog posts, guides and glossaries.

SEO copywriting requires a specific set of skills and the right level of know-how. Our Content team are experts in their field and have extensive knowledge of how to write content for SEO across multiple industries. See how they can turn your copy into optimised prose that really impacts your bottom line.

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What does SEO Content Marketing entail?

For content to have SEO value, it needs to be beneficial to the user. No tosh, even Google can see through that. It has to be unique, high-quality, engaging and credible. All those words you want associated with your site and content.

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SEO copywriting begins with keyword research to evaluate which terms should be embedded to help the page rank highly in search engine result pages (SERPs).

Useful informative copy

It’s not as simple as randomly sprinkling in keywords willy-nilly (keyword stuffing is a no go!). The quality of the copy is just as important, as search engines determine how relevant, informative and accurate it is before recommending it to a user. You want to be seen as the expert and authority who can actually educate, not just signpost.

User experience

One big chunk of text on a page is never going to keep someone’s attention for long. Making the copy easily digestible, with clear headers and sub headers, short and concise sentences and paragraphs, internal and external links, bullet points, imagery and any other relevant formatting elements improves the user’s experience – and search engines love that SEO optimisation gold.


All pages should include meta titles and descriptions to help make Google and users take notice. Including keywords prominently in this content is the first signal to both Google and your audience what the heck your page is about – how else are they going to know? Google really does look at everything on your site.

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We’ve said it before and we’ll say it again, learning to write SEO content is a skill that takes years to develop – and any copywriter worth their salt will know that SEO copywriting should always be data-driven (not the type of flowery shite some Content Marketing agencies charge for).

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Content Marketing services that impact your bottom line

SEO Content Marketing is only as good as the strategy put in place. You can’t expect your sales to skyrocket if your Content Marketing efforts are no better than a cookie cutter Chat-GPT generated template riddled with spelling mistakes.


Here’s how we use the power of the written word to propel your website to the top of SERPs quicker than you can say “Content Marketing agency”. Word up.

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Forensic keyword research

Forensic keyword research is a crucial aspect of SEO Content Marketing that involves analysing keywords that have been used in the past to drive traffic to your website. Our on-page SEO specialists examine the historical data and trends in keyword usage to identify what keywords are most effective in attracting your target audience. We then use this information to optimise your website content and create the right web pages to rank for your target keywords.

SEO Content strategy

An SEO Content strategy is essential for creating valuable and relevant content that will not only attract readers but also help improve your website’s visibility in search engine results. Following our detailed keyword mapping, we conduct a thorough content audit and competitor gap analysis, diagnose why you aren’t ranking for your target keywords, and assemble a killer content strategy that is aligned with your commercial goals and KPIs. 

On-page optimisations

SEO Content is so much more than words on the page. It’s the internal links, the alt text, the HTML headings, the structure of the page, and the user experience optimisations that keep your audience engaged and itching to click “buy now”. The Content Marketing services at Dark Horse go far beyond simple copywriting. With our bespoke 74-point SEO content checklist, we leave no stone unturned in our on-page SEO services and will stop at nothing to get your web pages higher on the SERPs.

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SEO Content creation

It’s in the name. SEO Content creation is the process of creating online content that is optimised for search engines. It’s the action bit that follows our SEO Content strategy. We expertly weave keywords into your content so you wouldn’t even know they were there. Like Professor X, we anticipate exactly what your users want to find out when they click on your page from the SERPs. We provide the answers before they even have to ask the question.

Commercial SEO Content

Any Content Marketing agency that only offers blogs as part of their content services is a big fat red flag. Category pages, service pages, location pages and your products all need properly optimised copy to even stand a chance at appearing high in the SERPs. We showcase the features, benefits, uses and your USPs with engaging copy that keeps users on your website and entices them to make those all important conversions.

SEO blog creation

What everyone usually thinks of when we say “SEO Content”. Don’t knock ‘em though, well optimised blog posts can have a profound impact on your organic rankings, traffic and even revenue – when done right. Blogs will typically target your users at the awareness stage of the marketing funnel, however getting your website ranking for more relevant keywords goes a long way toward increasing the organic authority of your domain. Don’t be fooled into thinking blogs are purely informational, either. They are one of the best places within your Content Marketing strategy to cross-sell and link to your products or services.

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Why is unique content so important in SEO?

Google takes multiple criteria into account when assessing the quality of your site’s copy, one of which is uniqueness. Your site should never host plagiarised or duplicate copy.

Why? It’s simple. To rank higher, your website needs to be better than your competition. If you’re just copying shit copy from other websites (read – plagiarising), you’ll never be able to outperform them. This happens way more than you think. To our lesser foe who gave this a go and thought they got away with it – we know who you are. Dark Horse is watching.

Similarly, if Google detects the same copy on two pages of your site (read – duplicate), it won’t know which page to rank first – and is likely to rank neither. The Google algorithm might sound all fandangled, but it can get confused real easy if your content isn’t created uniquely for each page of your website. This can even affect the SEO value of your whole site. Unique content (that is optimised and valuable, obviously) is key to SEO success.

Ready to turn your useless copy into engaging, optimised content that drives leads to your site? Our team of Content Marketing specialists hone in on researched keywords, targeted copywriting, copy length and correct tone of voice to develop an SEO Content strategy that ranks and converts. See how we can help you destroy your rivals.

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Content marketing strategy: How we deliver the goods

We’re not like those other Content Marketing agencies that clandestinely pass you on to juniors when a bigger client comes along. We hire the best SEO copywriters in the business and give you full access to their creative and analytical minds, as they develop an unstoppable content marketing strategy that will kick ten shades of shit out of your current standings. The killer Content Marketing Manchester deserves.

Here are some SEO Content Marketing services you can expect:

  • URL-by-URL full SEO Content audit outlining your strengths, weaknesses and opportunities – we reveal the harsh truths
  • An in-depth competitor analysis to understand what gaps need bridging and how you can get ahead – we focus on crushing your competition into a fine dust
  • Keyword and market research, so you know which short tail, long tail, core, broad and branded key terms your web pages should be targeting
  • A quarterly Content Marketing strategy that is aligned with Tech and Digital PR strategies to maximise your organic reach and traffic
  • A monthly and quarterly review to use as learnings to create our future strategies
  • SEO optimisation services, including landing, service, category and product page copy
  • SEO Content writing services, including commercial copy, category and product page copy, extensive guides, blog posts and guest posts
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Content marketing examples: Our portfolio

Our mission is to remove the subjective classic Content Marketing agency bulls**t from the world of digital marketing. Nonsense metrics leave us vexed, just as we know they grind your gears. That’s why we measure success only in things that impact your bottom line.

We know it’s crass to blow our own trumpet, but if you want to see previous examples of our Content Marketing work, take a look at these case studies:

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Saw an 85% growth in keywords and 24% increase in new organic users as we provided unique and optimised content for the individual care homes’ landing pages, revamped the advice and service pages and added informational resources to the blog to further improve long tail keyword rankings, as well as the overall keyword reach for the domain.

Enjoyed a 156% increase in organic sessions, 159% increase in organic users and 97% growth in keywords thanks to our SEO copywriters who created new services pages and carefully crafted blogs that engaged their audience, increased their authority and grew their keyword profile.

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See all content marketing examples and case studies

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The Dark Horse SEO content experience

Guns blazing, we charge through your website to make you rank and find users that convert, love what you do and want to tell others about how fucking amazing you are. We’re not for everyone, but if you have the guts, give our digital Content Marketing agency a try:

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Elite knowledge

Our content SEO team doesn’t do juniors who can’t tell their H1 from a meta title. We discriminate and choose the best of the best. Being able to write isn’t enough. You need to think commercially. Results or die.

No dogmess

Kak, shit, crap, whatever word you use to describe pretend work. Google’s updates and seasonality don’t matter here. We don’t hide. We take the turd out to make room for SEO Content that people and Google want to read. We scrutinise your copy to the highest degree. Like a dying forest, we need to burn everything down to the ground to give the soil nutrition to grow lush new green… wads of money.

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Accredited and award-winning

Rolls off the tongue like a turd off a wet leaf. These days awards are paid for, and everyone and their mum votes for themselves. Dark Horse is not about licking its own balls to win some LinkedIn clout. We do the hard work and celebrate your wins. At the end of the day, our “award” is crushing your competition into a fine dust.


If we were one of those “Award-winning Content Marketing agency” places, we’d be selling you on a can-do attitude. Absolute bollocks. We are your elites on the ground, not some thieves in the night taking your money to smile and nod. We’re rough around the edges but in that scruffy, nerf herder style, you’ll find people who communicate, care and work hard.

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Here’s a freebie to convince you: A full SEO audit, for free

If you’re not investing in search engine optimisation, you’re in trouble. All that time and money spent on PPC ads, only for users to come on a shit website that barely loads and reads like another 50 shades of grey novel. Please, no-one is buying from there. We won’t tell you SEO is unmeasurable, unlike some other digital agencies. But we do agree that you need to be sound technically, your copy can’t suck, and you need PR magic to get you in the right media.

Still not sure? How about this: let our Dark Horse team tear into your website. We mean it, book a consultation, give us a ring, send a carrier pigeon and let our team audit your website for free. No strings attached, just brutal honesty.

The Dark Horse SEO audit includes:

  • Top-level breakdown of all your Technical SEO, Digital PR and Content SEO issues
  • Gaps and opportunities
  • Evidence and experience-based plan
  • Insights into what you should be doing and how we’d do it
  • Timescales for how fast and how hard we’d hit your website

What have you got to lose?

Content marketing | old photo of a writing desk
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Other things we do


Digital Audit

There is no room for mediocrity in the future. We will forensically retire your incumbent agency.

Piece by ickle piece individually wrapped in powerpoint slides.

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Paid Social

They haven’t got mortgages so why not take their savings instead of Netflix. Paid Social so startlingly revolutionary that it could make Gen Z vote Tory with Kirsty Allsop as PM.

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seo manchester

SEO Service

The only thing you will get from page 3 is going blind.

Law professional, Tracey 23, from Skegness says "No sales below my favourite position - number 1 of course!"

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PPC Service

PPC results to make you cry tears of joy.

PPC results to make your competition cry. Period. Make a Martini out of them.

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What is a Content Marketing agency?
What is a Content Marketing agency? - Expand

An agency that provides Content Marketing services…need we say more?

Can I approve content before it gets updated to my website?
Can I approve content before it gets updated to my website? - Expand

Yes, of course! We will always send over a draft of any content or on-page optimisations for your sign-off before any changes are implemented to your website. Your word is gospel. 

Why is content King in SEO?
Why is content King in SEO? - Expand

Content is considered King in SEO because it is what ultimately attracts and engages users. High-quality, relevant and valuable content not only helps to improve your search engine ranking but also keeps visitors on your site longer, increasing the chances of converting them into customers. Additionally, well-written content that incorporates relevant keywords can help search engines understand what your website is about, making it easier for them to index and rank your pages. Ultimately, content is essential for building credibility, establishing thought leadership and driving organic traffic to your site. Long live the King.

What is B2B Content Marketing?
What is B2B Content Marketing? - Expand

B2B (business-to-business) Content Marketing is a strategic approach to creating and distributing valuable, relevant and consistent content to attract and retain a specific audience of other businesses. This type of marketing aims to provide helpful information, solve problems and establish the company as a trusted authority in its industry. B2B Content Marketing is essential for building relationships, generating leads and ultimately driving sales in a business-to-business context. It often involves creating whitepapers, case studies, webinars and other educational materials targeted specifically at other businesses.

Does Content Marketing benefit SEO?
Does Content Marketing benefit SEO? - Expand

If you’ve made it this far down the page, we think you know the answer to this is YES. Content Marketing plays a crucial role in improving SEO. High-quality and relevant content not only attracts more organic traffic to your website but also helps in increasing your website’s visibility in search engine results. By creating valuable and informative content that resonates with your target audience, you can improve your website’s ranking on search engines and drive more organic traffic to your site. Additionally, Content Marketing can also help in establishing your brand as an authority in your industry, which further boosts your SEO efforts. Ultimately, Content Marketing and SEO work hand in hand to drive more traffic and increase visibility for your website. No wonder it’s one of our three pillars of SEO at Dark Horse.

How do you create a Content Marketing strategy?
How do you create a Content Marketing strategy? - Expand

With lots and lots of data. Creating a Content Marketing strategy involves several key steps. First, you need to clearly define your goals and objectives for the content you plan to create. This could include increasing brand awareness, generating leads, or driving sales. Next, research your target audience to understand their needs, preferences and pain points. This will help you create content that resonates with them. Then, determine the type of content you will create (blogs, videos, infographics, etc.) and establish a content calendar to ensure consistency. Finally, track and analyse the performance of your content with your KPIs to make informed decisions and adjustments to your strategy throughout the year. A good Content Marketing strategy is all in the planning. It’s a two-step process; Think, then Do.

How do you create a Content Marketing calendar?
How do you create a Content Marketing calendar? - Expand

Creating a Content Marketing calendar is essential for staying organised and consistent with your content strategy. Start by outlining your goals and objectives, then brainstorm content ideas that align with those objectives. Next, determine your publishing schedule and assign specific topics and deadlines to each piece of content throughout the year. It’s also good to use tools like Google Calendar or Trello to keep track of your content calendar and collaborate with team members. Above all, you should regularly review and adjust your content calendar to ensure it remains relevant and effective in reaching your target audience.

How do you make SEO friendly content?
How do you make SEO friendly content? - Expand

SEO friendly content all starts with forensic keyword research to identify relevant search terms that your target audience is using. Once you have a list of keywords, incorporate them naturally into your content, including in the title, headings, meta descriptions and throughout the body of the text. Make sure your content is well-structured and easy to read, with clear headings and subheadings. Additionally, include relevant images and videos to enhance the user experience that include keyword-rich alt text. Once you’re done, you should regularly update and refresh your content to keep it current and engaging for both users and search engines. It’s a job that never ends.

Does AI content affect SEO?
Does AI content affect SEO? - Expand

AI content can actually have a positive impact on SEO if used correctly. AI technology can help businesses create high-quality, engaging content that is tailored to their target audience, which can improve their search engine rankings. However, if AI content is not properly optimised for SEO, it could potentially have a negative effect on rankings. What’s important is ensuring that any AI-generated content is relevant, well-structured and includes the right keywords to help improve your SEO performance.

What does content marketing do?
What does content marketing do? - Expand

Content marketing is a type of marketing that involves creating and sharing valuable, relevant and consistent content to attract and retain a clearly defined audience. The goal of content marketing is to drive profitable customer action by building trust and credibility with your target audience.

This can be achieved through various forms of content, such as blog posts, videos, infographics, and social media posts. Content marketing can help businesses achieve a variety of goals, such as increasing brand awareness, generating leads and sales, and building customer loyalty.

What is evergreen content?
What is evergreen content? - Expand

Evergreen content is the opposite of trending. It covers topics that remain relevant and useful, regardless of time or seasonality. While an event or news story is trend-led, evergreen content includes the likes of how to tutorials, best practice guides and online glossaries. This type of content drives organic traffic to a website all year round.

What is metadata?
What is metadata? - Expand

Meta data is the overarching term used to describe page titles, meta descriptions and page slugs. We know what you’re thinking now – well what are those?

  • A page title appears in the browser tab or title bar of a web page, and is often used by search engines as the title of a search result. It’s an important SEO factor as it helps search engines understand what the page is about and how it should be indexed.
  • A meta description is a short summary of a web page’s content that is displayed in search engine results pages below the page title. It should be compelling, enticing users to click through. 
  • A page slug is the last section of the URL. It usually explains what the page is about and often includes the target keyword. If you’re creating a blog titled ‘how to write a page slug’, your slug might be /how-to-write-a-page-slug.
What are H1s and subheadings?
What are H1s and subheadings? - Expand

Think of your H1 as a newspaper article. It signals to the user and search engines what that page is about. Each page should have a single, unique page title that is optimised around the trophy keywords. 

Subheadings include H2s, H3s, H4s, etc. These are used to structure a page, breaking it into smaller, more digestible sections. They also act as guides for search engines, helping them to understand the main topic and subtopics of the page, and thus help with the ranking of the page.

How should I structure online content?
 How should I structure online content? - Expand

We’re not here to give away all of our secrets, but these top tips will help:

  • Write an optimised title
  • Use subheadings throughout to guide the user 
  • Add bullet points or numbered lists where relevant to make content more digestible
  • Keep paragraphs and sentences short and concise
  • Add imagery or videos to further break up the written content 
  • Use both internal and external links where relevant 

You basically want your content to be easily scannable and digestible.

We have in-house writers. Can you optimise the content they produce?
We have in-house writers. Can you optimise the content they produce? - Expand

While all members of our Content team are experienced writers, having written every format under the sun, we are also happy to take a collaborative approach to our content strategy. If you have in-house resources to write the content, our team can work their SEO magic retrospectively and optimise it for you. This applies to landing, service, category and product pages, as well as blog content.

Can I approve the content before it goes live?
Can I approve the content before it goes live? - Expand

We never publish content to your site without sign off. We typically send content for approval via an editable online document that you can add comments and make edits to. We then make any requested amends and upload the final version to the site. Once live, we send you a link to the updated page. 


Will my company benefit from content marketing?
Will my company benefit from content marketing? - Expand

If you have a website and a target audience to engage, then you will benefit from a content marketing strategy. Adding content to the site allows you to target and rank for relevant keywords, increasing your online visibility and driving organic traffic to the site. Content marketing is also a great way to engage your audience and build their trust by answering their burning questions and providing guidance on products and related topics. 

How does Content Marketing drive sales?
How does Content Marketing drive sales? - Expand

Content Marketing drives sales by providing valuable and engaging content to your target audience. By creating high-quality content that educates, entertains, or informs your users, you are building trust and credibility with your audience. This then leads to increased brand awareness, customer loyalty and ultimately, increased sales. It’s simple maths.


How does Content Marketing generate leads?
How does Content Marketing generate leads? - Expand

Content Marketing is a powerful tool for generating leads because it provides valuable and relevant information to your target audience. By creating high-quality, engaging content that addresses the needs and pain points of your potential customers, you can attract and capture their interest. When people find your content helpful and informative, they are more likely to engage with your brand and eventually become leads. Additionally, Content Marketing helps build trust and credibility with your audience, making them more likely to convert into customers. By consistently producing valuable content, you can establish your business as a thought leader in your industry and generate a steady stream of leads over time.

How can you measure your Content Marketing performance?
How can you measure your Content Marketing performance? - Expand

There are several key performance indicators (KPIs) that can be used to measure the effectiveness of your Content Marketing efforts. Some common metrics include website traffic, engagement metrics (such as bounce rate, time on page, and social shares), lead generation and conversion rates, keyword rankings, and overall return on investment (ROI). By tracking these metrics and analysing the data, you can gain valuable insights into how well your content is resonating with your target audience and making adjustments as needed to improve your Content Marketing strategy.

How effective is Content Marketing?
How effective is Content Marketing? - Expand

That depends on how good of a job you, or your Manchester SEO agency, do. Content Marketing is extremely effective in driving traffic, generating leads and increasing brand awareness, but only if you know what you’re doing. Don’t expect vague, generic marketing to move the needle for your conversions. It takes time, effort and expertise to make Content Marketing the real money-maker for your organic marketing strategy.

How much does a Content Marketing agency cost?
How much does a Content Marketing agency cost? - Expand

The cost of hiring a Content Marketing agency can vary significantly depending on the scope of work, the level of expertise required and the agency’s reputation. Some Content agencies may charge a monthly retainer fee, while others opt for project-based pricing. On average, the cost of a Content Marketing agency can range from a few thousand pounds to tens of thousands of pounds per month. Generally speaking, the further South you go the more you can expect to pay in the UK. It’s important to carefully consider your budget and goals when selecting a Content Marketing agency to ensure you are getting the best value for your investment.

How do SEO and content marketing work together?
How do SEO and content marketing work together? - Expand

We’ve said it before and we’ll say it again: there’s no point creating great content if no one is going to read it. An SEO-focused content marketing strategy allows you to target and rank for relevant keywords, increasing a site’s ranking position and visibility, to then drive more traffic to the site.

Is more content better for SEO?
Is more content better for SEO? - Expand

Only if the content you’re putting out there is relevant, unique and meets the search intent of the target keywords. Having more content on your website can certainly be beneficial for SEO, as it allows you to target a wider range of keywords and provide more value to your audience. However, it’s important to remember that quality is just as important as quantity when it comes to content. Search engines prioritise high-quality, valuable content that is relevant to the user’s search query above reems of useless blogs. So, while more content can help improve your SEO, be sure to focus on producing content that is well-written, informative and engaging to truly see the benefits.

How can I get more from my content?
How can I get more from my content? - Expand

From an SEO perspective, content should drive organic traffic. However, sharing content on other channels is only ever going to benefit your business. Whether it is used as a Digital PR campaign, pushed via email or newsletter, or shared on social media, you can maximise the impact of your content by repurposing it and sharing with a wider audience.