White papers are long-form premium pieces of content that are similar to ebooks but are more dense in data and information.
White papers are usually used by brands to establish themselves a thought leader in their domain and showcase their knowledge and expertise. White papers take a lot of effort to create since they need to extremely well-researched and also well-designed. Such content pieces are created to share industry related knowledge or deep insights. White papers are primarily used in the middle of the funnel, where they help build trust with the reader and convince him/her that your company knows what it does and is an authority.
Content Marketing is the strategic creation and promotion of high-quality and influential content to increase Brand Awareness, Trust and Loyalty, Engagement and Conversions. The function of content marketing is to pave a path for the customer – from the stage where the consumer starts searching for a solution to his pain point and becomes aware of your product to the stage where he finally buys your service/product. In the process, content marketing builds familiarity for the brand and builds trust with the customer. As a result of this, when the time comes to make a purchase, the customer leans towards the brand (your business) that she is familiar with and has come to trust.
Thus, content marketing involves the strategic planning, creation and distribution of various content formats like blogs, videos, podcasts, articles, white papers, ebooks, case studies, email newsletters, infographics, etc. to make the audience aware of your product/services, build your authority with the audience, and nurture the existing prospects and convert them into loyal customers.
Around 81% of marketers consider content as the core of their business strategy. But what makes content marketing the most prominent business strategy? 72% of marketers say content marketing increases brand engagement and ultimately the number of leads. The reason is that content is easy to access and enables the audience to solve their problems either by themselves or by getting help from someone else.
Want to understand more about what is content marketing? We have explained the WHAT, WHY & HOW of content marketing in our easy-to-understand Content Marketing: The essential guide.
The business world is continuously evolving with cutting-edge technical and digital advancements. As a result, businesses are shifting towards digital growth for their businesses and content is the emperor of this digital empire in creating awareness and generating quality leads to sustain healthy sales growth.
With the help of high-quality, valuable and meaningful content, content marketing services increase website traffic and relevant leads. The more time a consumer interacts with your brand, the more chance of him trusting your brand. So when it comes to the final step of choosing which brand to buy from, its likely to be yours. Here is why content marketing services are important for a business.
Every search on the Internet starts because the consumer wants to a solution. Sometimes, he is not aware of what the solution is, and sometimes he is. Either way, when he searches and finds your blog or your website landing page, or a social media post, or an ebook, or a video, he interacts with your brand through the content and becomes aware of your business. Content therefore works as a first touchpoint with the buyer and etches in the first memory of the brand. As the buyer will search and evaluate, and compare further, he will interact with more content from your brand, which will further reinforce the fact that your brand is one of the best solutions. Content marketing has thus helped create brand awareness.
Content marketing is all about winning a customer through building trust. People do not want to buy whatever you sell to them. They want to know they are buying from the right brand, who them implicitly trust and depend on to deliver good quality product or service. That is exactly what content marketing offers – a journey through which trust is built.
This is how the marketing funnel works –
Though there are several ways to pull the buyer into your funnel, content marketing is one of the effective ways to convert a customer into a buyer. As the consumer moves through the different stages of the funnel, content shapes and influences his decision. At the end, he is ready to make his purchase. Learn more about what content to build at each stage of the funnel.
A focussed content strategy attracts new customers – your ideal buyers. This is one of the most important reasons why content marketing has become so popular – it targets the right set of audience for your business. Once you target the right audience, and attract him to your marketing funnel, the chances of converting getting a sale from that prospect becomes a lot higher since he is relevant lead for your business.
Without any doubt, content is the soul of SEO. High quality and valuable content that your audience adores also helps in improving search engine rankings for your business. Well-optimized content and SEO friendly content answers the audience’s question and are likely to gain a higher ranking. Top ranking, more visibility, more leads and therefore a more healthy sales funnel.
Apart from this, a combination of content marketing and SEO also positively impacts the DA of your website. A strong DA tells Google that your website is credible and trustworthy, since there are so many sites which are linking back to you. Hence it becomes easier to rank for keywords in your domain, which also means more traffic and leads.
If you are wondering paid ads or organic marketing through content and SEO, then here is why you should opt for the latter. For paids ads to work for you, you need a handsome budget. Also the minute you stop paying for it, the ads will stop and hence your leads flow will also stop. If you are investing in content marketing, you are likely to get a sustained flow of leads at a much cheaper rate. For eg, blogs that start ranking will continue to drive traffic to your website until of course a better blog takes its place.
The point is traffic flow through content is not dependent on payment to Google. Also, content marketing will generate more relevant leads and hence give you better ROI. A customer always prefers organic search results to ads, hence he is more likely to click on the top results of organic than the ad results for the same keyword.
Content marketing is at the heart of our online marketing services. Although unknown, your strategies can get 5x conversions if you complement them with content marketing techniques. This alone, shows the importance of content marketing in today’s world.
Content marketing is an acquired skill that requires patience, knowledge, and experience. And that is the Justwords team has honed over the years. We combine content strategy, content creation, and SEO-powered content distribution to get you the best of results. Having helped thousands of clients in the last decade achieve growth, we know how to drive traffic and leads through content marketing. We are known for our hands-on approach, personalised attention and bespoke marketing strategy. Whether you sign up for a basic or an aggressive content marketing services package, you can be assured of the above.
Here is what is covered in our content marketing services.
This forms the core of our content marketing services. If you do not have a content strategy backing your content marketing plan, then you are not doing content marketing. You are just creating content. As we develop your content strategy, we try to find out who are we creating for, who is ideal target audience and which stage of the buying journey is he/she at, what is the kind of topic and keywords that will drive traffic to the website, what is the search volume of each keywords, what kind of topics should be chosen based on user intent, competition, and industry. A proper content strategy is all about data and research, and combining that with the best practices of SEO. It’s also about tracking the performance of each content piece using SEO tools to understand whether the content is performing or not.
Once the content strategy is ready to be implemented, the editorial team plans the content calender, based on the content types to be used, the no of content pieces that has to created (based on the content marketing package you have opted for), and the frequency at which it needs to be published. Each project has its own set of specialised writers who work with a central editorial team which gives them feedbacks and support to generate the best kind of content. Each writer is picked very carefully, making sure that her/his skill sets match those of the project. Curation of the writing team is a big part of the content development process. The whole success of the content depends on which writers you are using for a project. Justwords has been doing for years and years and we can proudly say that we have mastered the art of curating the best team for every project, ensuring a very high success rate.
Content writing is probably the hardest part of the whole process and that is what Justwords excels at – its ability to generate the best of content for whatever kind of industry you are in. That is because we vet our writers extremely carefully. Only 2% of the total writers who apply with us quality for our projects. This is to ensure we have the best of writers from every niche writing for our projects. Once the writers are chosen, our editorial team makes sure content writer understands what the business is all about, what the guideline are for the project, what kind of style needs to be adopted, and what kind of SEO guidelines to be kept in the mind. The written content pieces are then submitted for quality check, and sent back to writers if required. The final piece is then submitted to the client for feedback. Once the client approves, the content is submitted for publishing.
Content optimisation is an important part of the whole process. While the writers do it at their end, our SEO team will also be working on the content pieces to make them SEO-optimised. For example, for a pillar page, they will be writing the meta descriptions, meta tags; for a piece of blog, they will be suggesting the slug and incorporating the anchor test (if this is included in your package), checking the h1, h2 tags to make sure they capture the best keywords etc. For premium packages, the design team also gets involved in designing infographics/images to make the blog more interactive. The result of content optimisation is that you get content pieces that are ready to drive in traffic.
Once the content created and published, our experienced team of content marketers make sure that your content reaches the right audience. Without content promotion, a great piece of content is as good as a dead piece of content. Hence, putting in place a content promotion strategy is extremely important for every piece of content that is created. Content promotion helps in content discovery. As your content reaches your target audience, there is brand awareness that takes place. From then on, as more and more people connect with your content, there is trust that gets built, leading to traffic, leads and conversions. Content distribution strategies used by us include strong SEO campaigns, guest outreach, rich backlink creations, email campaigns, paid campaigns, etc. In short, we make the content work and deliver results
Content marketing just does not end there. Did your content perform? How much traffic did it drive in? Which keywords is it ranking for? Did any piece of content lead to conversions? All of this get captured in our monthly/fortnightly report (based on the package you opt for). We like to keep our data extremely transparent and we are open to explaining anything you would like to know about the data.
There are various content marketing types that businesses can opt for. A wise selection of content types depends on what types are most effective for your business. Different campaigns require different content types to connect with the audience in a better way. Customers have their own content preferences. In B2B and B2C, these preferences totally depend a lot of on the stage of the customer’s journey.
In the beginning, they are more likely to consume informative and educational content in the form of long-format blogs, articles, etc. The more he moves down the funnel, a consumer wants more content that tells him that he is making the right choice.
Based on our experienced in Justwords Content Marketing Agency, this is what performs best at every stage of the funnel.
Here are some of the most popular content marketing types that we offer as part of our content marketing services.
Confused which format will suit your business and budget the best? Why not talk to our content marketing experts to find out
Content marketing cost depends on what you are looking for out of your marketing campaign, and the kind of results you are looking for. If you are a small business and working on a smaller budget, try for a basic content marketing package that will be sustainable for you. Remember content marketing is not a one-time thing that can be done for 3 months and forgotten. If you want real results, you need to be ready to invest for at least a year and have the patience to see the results. This is not to say that the results will not start showing before that. However, businesses looking for a quick fix for their leads problem, should look to invest in paid ads rather than an organic marketing campaign.
Let us understand how the content marketing costs work. The content marketing costs depend on the kind of content you are opting for, the research required, the formats that you want for your business, the scale of promotion you want for your content and the target you are trying to achieve through your content marketing campaign.
On an average, SMEs spend around Rs 50,000 and Rs 1.5 lakh per month for content marketing. Costs mainly vary because of the quantity of content, SEO packages, scale of promotion opted by the business.
Often there are businesses who operate in specialised fields and require expert content writers to create that sort of niche content, thereby increasing costs too. The level of promotion you choose also makes a difference.
We are one of the oldest content marketing agencies in India, having started our operations in 2010 as a content agency. We were one of the early adopters of content-driven digital marketing in India since we realised that the real results lay in not only creating content but also putting that content to work for your business. Over the years, we have helped thousands of businesses, across verticals and across geographies, to lay down their content strategy, building their content, and implement transformational digital campaigns.
Justwords has, in the last decade, offered its content marketing services to some of the biggest brands in the country — Nestle, Hero Fincorp, Times Property, Magic Bricks, HDFC Ergo, Reliance, ICICI Lombard, BCG, OYO, HSBC, Alibaba Group etc. Not only that. We have also helped niche brands and startups like Genus Innovation, Housing.com, Paytabs, Times Property, develop their content and implement SEO-driven digital campaigns. There are also dozens of small businesses whose entire online trajectory has moved north after we implemented SEO-driven content marketing campaigns for them.
As a full-fledged content marketing agency, we have even picked up two prestigious awards from Google for two consecutive years in 2013 and 2014. We have also been ranked as one of the top content marketing agencies in India by Clutch year after year. In 2022, Clutch again has recognised us as a Leader in the Marketing and Advertising space. Not only that, we are also humbled to be on a number of other lists that rank the better content marketing agencies of our land. Our work (for one of our client’s) also won the International WARC Awards in June 2020.
When an agency survives more than a decade and a pandemic, it tells you one thing – they know your craft. Whether it’s just content or whether its growth through content and SEO-driven digital marketing campaigns, we have always delivered satisfaction and results. We know how to use the digital matrix of content, SEO, social and paid to deliver the best of results. We update our knowledge and sharpen our skills every week, month, year. We learn what works and deliver the best of content marketing services.
Hell no. Content marketing isn’t just blogs. It’s planning, creating, and promoting all kinds of content that actually moves people. Think long-form blogs for traffic, case studies that prove you know your stuff, videos that your audience actually wants to watch, infographics for brain-friendly visuals, ebooks to capture leads, white papers to flex thought leadership, pillar pages that dominate topics, social posts to get discovered, newsletters to nurture leads, and articles to build authority. Content marketing is strategic, influential, and designed to take customers from “who are you?” to “take my money.”
We cover the whole spectrum, from strategy to promotion. We start with content strategy, figuring out who you’re talking to, what topics and keywords actually drive traffic, and which types of content work at every stage of the funnel. Then comes content development: editorial calendars, frequency planning, specialised writers matched to your needs, and coordination to keep quality tight. The writing itself? Only the top 2% of applicants qualify to write for us, and every piece goes through editorial oversight and quality checks. We optimise content for SEO, from meta tags to H1/H2 structure, and for premium packages, we even include design for infographics and visuals. Then we make sure the content actually goes somewhere, promoting it through SEO campaigns, guest outreach, backlinks, email, social, and paid if needed. Finally, we track performance monthly so you can see what’s working and tweak what isn’t.
It depends on your goals, budget, and growth stage. For small businesses just starting out, 4–8 blog posts plus supporting social content keeps things sustainable. Growing businesses might need 8–15 pieces a month, mixing blogs, case studies, videos, and infographics across the funnel. Enterprise-level or aggressive growth? 15–30+ pieces a month, covering pillar pages, clusters, multimedia, and promotions. The key is funnel coverage, sustainability, and quality over quantity.
Content marketing is a long-term trust builder. Within 1–3 months, content starts getting indexed, social engagement begins, and brand awareness creeps up. Between 3–6 months, traffic grows, keyword rankings improve, and leads start trickling in. By 6–12 months, you see significant organic traffic, strong rankings, steady leads, and authority building. Beyond a year, content compounds, lead flow stabilizes, domain authority strengthens, and your brand positions itself as a market leader.
We do a deep dive into your industry to understand what works, what attracts your audience, and what competitors are doing. We talk to your sales, marketing, and product teams to understand your business inside-out and identify customer pain points. Buyer personas are built using data, analytics, and search insights, showing us exactly what content resonates and where. Keyword opportunities, search volume, and performance of existing content all feed into the strategy.
Not necessarily. That’s our job. We research topics based on user intent, competition, trends, and search volume. We map keywords, parent topics, clusters, and subtopics to build authority. Then we plan content calendars aligned with your goals. Your input is welcome, of course. If you have industry insights or specific topics, we weave them in.
We cover the entire buyer journey. Top-of-funnel content builds awareness with long-form blogs, articles, social posts, and infographics. Middle-of-funnel content nurtures consideration through ebooks, white papers, pillar pages, case studies, and videos. Bottom-of-funnel content drives decisions with testimonials, product/service pages, emailers, and newsletters. Supporting formats like landing pages and interactive content ensure every stage of the funnel is covered.
It starts with strategy: analysing competitors, researching personas, planning topics and content types, and mapping calendars. Next, we plan the development process: editorial calendars, specialised writers, and internal coordination. Writing comes next, with the top 2% of vetted writers creating content, followed by SEO optimisation and, for premium packages, design work. After client review and approval, the content is published and promoted. Promotion isn’t optional. SEO, guest outreach, backlinks, social, email, and paid campaigns all make content work. Finally, we track everything monthly, analyse results, and tweak the strategy based on real data.
It’s all data-driven. We identify what your business needs (traffic, leads, authority) and connect topics to measurable KPIs. Topics cover different funnel stages, support SEO objectives, and fill gaps your competitors miss. Audience alignment is key: personas, search intent, user behaviour, and competitor gaps all guide topic selection.
We track everything that matters. Organic traffic, page views, sessions, referral sources, and returning visitors. SEO performance, like keyword rankings, SERP visibility, backlinks, and domain authority. Engagement metrics such as time on page, bounce rate, pages per session, social shares, and video completions. Leads generated, form submissions, downloads, newsletter sign-ups, and conversions attributed to content. Funnel movement, content efficiency, brand impact, ROI, and long-term value all get tracked. Metrics are proof that your content is doing work.
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