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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 tactics and turn their weaknesses against them to outrival them in the rankings.

Everyone thinks they can “do 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. To do this, you need SEO copywriting and a strong, planned out Content marketing strategy that is backed by data and keyword research. So, don’t waste your time handing the task over to some intern in marketing using the Moz Grader tool. Leave it to the elites.

The SEO Content marketing team at Dark Horse looks at all the boring bits (we’re talking organic traffic, copy placement, keyword research, SEO best practices, gaps and 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 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 Content marketing?

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.

Optimised content 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 – properly known, like Jesus Christ known. It’s a powerful ally for any business website. Of course, a strong Content marketing strategy is reliant on a critical, data-driven approach and SEO copywriting.

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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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How to write SEO content

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.

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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, meta descriptions and alt tags to help make Google take notice. 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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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. 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. 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 drive leads to your site? Our team of SEO copywriters hones 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 hacks that clandestinely pass you on to juniors when a bigger client comes along. We hire the best SEO Content writers 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.

Here are some SEO content 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 shorttail, longtail, core, broad and branded key terms your optimised content 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 white papers, extensive guides, blog posts and guest posts
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Content marketing examples: Our portfolio

Our mission is to remove the subjective classic agency bulls**t from the world of 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 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 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!"

Learn More

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 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 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.

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.

How do you measure the success of a content marketing strategy?
How do you measure the success of a content marketing strategy? - Expand

When it comes to SEO content, we have three key objectives:

  • Improve organic rankings and grow your keyword profile: Whether we’re updating existing content to better target relevant keywords and improve rankings, or creating new content to target a new set of keywords, our goal is to get you as close to position 1 in SERPs as possible. 
  • Traffic: Is that increased online visibility driving more traffic to the site? Then we’ve done our job right. 
  • Conversions: Conversions and conversion rate signal how effective the content on page is at driving actions. 
  • Engagement: Bounce rate, time on page, pages per session… You might call these vanity metrics, but they do help assess the quality and relevancy of the content on site, at least from a user’s perspective.