Content marketing that works on Google and supports sales, not just content that nobody reads.
Content marketing is the process of creating quality content for your business: blog posts, guides, landing pages and product descriptions. Well-planned content helps bring organic traffic from Google and brings visitors closer to a sale. Web Systems offers content marketing that works hand in hand with SEO. Each piece of content is optimized for specific keywords and user queries.
In Estonia, content marketing is provided by many agencies. Often, this means blog posts with a modest impact. Our approach is different: we do a keyword analysis and an audit of competitors before we write. Based on this, we create content that matches actual Google searches and has a clear role in the sales journey.
Table of contents
What is content marketing
Content marketing is a marketing strategy where a company creates valuable content for its customers, such as blog posts, guides, videos or podcasts. Good content helps customers understand and solve a problem. Sales come more naturally as a result, because the company has already built trust before the moment of purchase.
Good content marketing is different from ordinary sales copy. Sales copy is usually about why the company is a good choice. Content marketing answers the customer’s questions and helps them make a decision. This approach also fits well with Google’s search behaviour.
What types of content we create
Content marketing is not just about blog posts. Different types of content are suitable for different stages of the user journey. Some content helps to raise awareness, some supports consideration and some helps to move closer to a purchase decision.
Blog posts and guides
In-depth SEO-optimised blog posts, typically 1,500 to 3,000 words, that target specific keywords. Suitable for building awareness and generating organic traffic. Typical volume is 1 to 4 posts per month.
Landing pages and service pages
Sales-oriented content for a specific service or product. SEO-optimised service pages cover key keywords and support sales. See for example our SEO service page.
Product descriptions for e-shops
SEO-optimised product descriptions that explain the benefits of the product in addition to technical specifications. Where needed, we add schema markup and structured data.
Case studies and success stories
Specific client stories and descriptions of results. These help strengthen brand credibility and provide social proof. See for example the 23x growth in 1 year case study.
Brand story and team pages
More human content that tells the story of the company’s background, values and team. This helps build trust, stand out from competitors and create a stronger foundation for long-term client relationships.
Content marketing and SEO cooperation
Content marketing without SEO can remain invisible. SEO without content doesn’t provide enough material through which to drive customers from search. Both need each other, and Web Systems delivers them from one team.
Each piece of content we create is optimised for specific keywords and responds to a specific user intent. The aim is to ensure that the content doesn’t just exist on the website, but works on Google, drives organic traffic and supports enquiries or sales.
What customers say about content marketing results
Web Systems is a partner you can count on. The work is accurate, communication is clear and quality is consistent – the digital side of the Skin Clinic is carefully maintained. This consistency has been the greatest value of working with them.
We’ve been working with Web Systems for almost 20 years, and in that time we’ve entrusted their team with web development, in-house systems and promotional materials. Over the two decades, technology has changed, our needs have grown and the market has evolved – Web Systems has always kept pace and delivered solutions that are fit for the times. This kind of long-lasting partnership does not happen by chance: it is based on trust, consistent quality and an understanding that the work we do has to actually work. Web Systems is not a service provider for us, but a natural part of our team.
We approached Web Systems with an ambitious idea – to create Estonia’s first real estate e-shop. The team didn’t limit itself to technical implementation, but had to think about how to make the solution as smooth as possible for the client. The result spoke for itself: the first apartments were booked directly online – something never seen before in the Estonian real estate market. We recommend Web Systems to anyone looking for a partner with both the technical expertise and the courage to bring new ideas to life.
Our business – car sales and full-service rental in three Baltic markets – requires an IT partner who is available every day, not just when we want to make a new page. Web Systems is on our side as just such a partner: they’ve built the mobire.ee and morecar.ee platforms, take care of their day-to-day operation and develop the systems alongside our business growth. The team knows our business, understands the nuances of the different markets and is able to react quickly in difficult situations. For us, Web Systems is part of our day-to-day workflow – not an external service provider, but an intrinsic partner.
We have used the web development services of Web Systems OÜ and have been very satisfied with the cooperation. During the project, communication was clear, fast and professional, and the agreed deadlines were met.
The developer was able to understand our needs well, and came up with solutions that helped to improve the final result significantly. The completed website and e-shop is functional, user-friendly and visually modern.
We particularly appreciate the technical competence, flexibility and willingness to find solutions for even the most complex tasks. Also, the after-sales service works smoothly – all additions and corrections are made quickly.
We recommend the services of Web Systems OÜ to anyone looking for a reliable and competent web developer.
We’ve worked with Web Systems on a number of real estate web solutions, and each time the result has been of such high quality that we’ve never hesitated to come back. The team understands the real estate industry – that every project needs a unique face, a quick time to market and a solution that really sells. Deadlines are always met, communication is clear, and problems are solved before we’ve noticed them ourselves. Web Systems has become the natural first choice for us when it comes to web solutions for real estate projects.
The University of Tartu Hospital has been cooperating with Web Systems for web solutions and we have been very satisfied with the cooperation. The team understands that in a large medical institution, there are different needs, different parties and different requirements that need to be taken into account. Web Systems has provided solutions that have been both technically high quality and tailored to the specific needs of our organisation. We particularly appreciate that the team listens, thinks along with us and always takes our wishes into account.
Content marketing process
Every content marketing project follows a clear process, from analysis to publication and optimisation.
1. Content audit
We map existing content: what works, what needs updating and where there are content gaps. This provides the basis for creating a new content plan.
2. Keyword analysis and topic plan
We carry out a thorough keyword research combined with user intent analysis. Based on this, we draw up a 6 to 12 month content plan: which topics, in what order and at what volume.
3. Content creation
The SEO specialist provides a technical brief and the content expert writes the text. Each piece of content is structured, optimised and backed by facts. Volume depends on the topic, typically 1,500 to 3,000 words.
4. Publication and optimisation
We publish content in WordPress with the correct meta information, schema markup and internal links. After the first 4 weeks, we monitor positions and optimise the content if needed.
5. Content renewal
SEO is not a publish-and-forget exercise. Every 6 to 12 months, we check the freshness of the content and update data, examples and internal links. Old content can be very valuable if it is kept up to date.
6. Measuring results
A monthly report shows how much traffic the content has brought, which keywords are ranking and how many conversions are generated. We evaluate results based on data, not gut feeling.
Measurable results
Content marketing is not an art project, it is a business investment. We measure the traffic, clicks, conversions and sales impact of your content. For one client, organic traffic to the e-commerce site increased 23 times in 1 year. One of the main reasons for this result was systematic content marketing combined with SEO.
- Organic Traffic, Google Analytics and Search Console data
- Keyword positions, which content pieces reach the top 10 or top 50 results.
- Inbound links, high quality content can get natural links from other websites.
- Reading time and scroll depth, whether people actually read the content
- Conversions, how much traffic moves on to a contact form or purchase.
- Brand mentions, whether your company is featured in searches and recommendations
Related services
Content marketing works best as part of a holistic digital strategy, where SEO, website, e-commerce and content work towards a single goal.Frequently asked questions
What is content marketing?
Content marketing is a marketing strategy where a company creates valuable content for its customers, such as blog posts, guides and product descriptions. Good content helps customers solve a problem and builds trust before a purchase.
How much does content marketing cost?
The price of content marketing depends on the volume and objectives: how many pieces of content are created per month, whether the service includes strategy and content renewal, and whether landing pages are required. We’ll first do a free preliminary SEO analysis and talk about your needs, then give you a specific quote.
How long does it take for content marketing to deliver results?
The first results, such as organic traffic to new posts, can usually be seen 4 to 8 weeks after publication. Stronger results, such as top 10 positions and regular traffic, often take 3 to 6 months. Greater impact usually develops over a longer period of time, depending on the domain, competition and volume of content.
Who writes content in Web Systems?
The content is written by our content experts in collaboration with an SEO specialist. The SEO specialist will provide a technical brief, including keywords, structure and internal links. The content writer will create the text and we will review the quality of the content as well as the SEO side before publication.
Is content marketing also suitable for technical B2B companies?
Yes, it’s often a great fit for technical B2B companies. B2B purchasing decisions are usually longer and more complex, and customers will research the issue before making a decision. If your content answers their questions, you’ll be visible earlier in the decision-making process.
What is the difference between content marketing and blog posts?
Blog posts are one content marketing tool, but not the only one. Content marketing also includes landing pages, product descriptions, guides, videos and podcasts. The challenge for your strategy is to choose the right content formats according to your target audience and user base.
Can I write my own content and you optimise it?
Yes, this is a good option if you have your own content expert. We offer a separate content optimisation service: you write, we tidy up the SEO side, including keywords, structure, schema and internal links. This is suitable for a company where content knowledge is available but SEO experience is scarce.
How do you measure content marketing results?
The monthly report includes organic traffic based on Search Console and Analytics, keyword positions, inbound links, reading time, scroll depth and conversions. Each piece of content gets its own results, so you can see what’s working and what needs improvement.