Content Marketing Services

Content Systems That Drive Organic Traffic, Generate Leads, and Earn AI Search Citations

Most content marketing produces articles that nobody reads and rankings that don’t convert. THAT Agency builds content systems where every piece is tied to search intent, buyer stage, and measurable business outcomes — and structured to perform in both Google and AI-generated search results.

How Content Marketing Drives Qualified Traffic and Revenue for Your Business

Content marketing is the long game — and the one with the best compounding return in digital marketing when it’s done correctly. A well-built content program earns organic rankings that generate leads for years without incremental ad spend, builds the topical authority that makes your entire site rank better, and creates the structured, credible content that AI platforms like ChatGPT and Perplexity pull from when buyers ask questions in your category.

The difference between content that works and content that doesn’t is almost always strategy. Publishing articles without a keyword strategy produces traffic from the wrong audience. Publishing content without conversion optimization produces traffic that doesn’t turn into leads. Publishing content in isolation — disconnected from SEO, paid landing pages, and email — means every channel has to work harder than it needs to.

At THAT Agency, content marketing means a strategy built around what your buyers are actually searching for at every stage of the buying process, content created to rank and convert rather than to fill a publishing calendar, and reporting that shows what the content produced — traffic, leads, and revenue — with direct access to your data and no mystery about what you’re getting.

We’ve been building content strategies since 2004. The methodology has evolved significantly — keyword targeting, E-E-A-T signals, AI citation optimization, content clustering — but the principle hasn’t: content earns its place by driving business outcomes, not by existing.

What Our Content Marketing Services Include

Five areas of work built to attract qualified traffic, earn authority, and convert readers into leads.

THAT Agency handles every part of content marketing; from research and strategy through creation, distribution, and continuous performance optimization.

Content Strategy & Planning

Before any content gets written, we build the strategic foundation. That means competitive content analysis to identify what’s ranking in your category and where the gaps are, keyword research and topic clustering to map out the full content architecture your site needs, search intent mapping to match content type to where buyers are in the decision process, and editorial planning that sequences content in the order that builds authority fastest. Every engagement starts with a clear baseline — traffic, rankings, and conversion benchmarks — so performance is measurable from month one.

Goal:Build a roadmap that gives every piece of content a reason to exist, and a clear path to revenue.

SEO-Driven Content Creation

We create content designed to rank and convert — not to hit a word count or fill a publishing calendar. Blog posts and articles targeting high-intent keywords your buyers are actively searching. Service pages and pillar content built to establish topical authority. Landing pages optimized for conversion alongside SEO performance. Guides and resources that earn backlinks and build credibility. Every piece is structured for both search engine indexing and AI platform extraction — FAQ sections, clear entity definitions, and direct answers to the questions your buyers are asking.

Goal:Rank for the keywords that actually drive revenue, and earn citations from the AI engines buyers are now using to research.

Content Optimization & Refresh

Existing content is usually the fastest SEO opportunity available. Pages that already rank but sit on page two or three can often be moved to page one through focused optimization — updating content for freshness and relevance, improving on-page signals, strengthening internal linking, and aligning with current search intent. We audit your existing content library, prioritize the pages with the highest improvement potential, and optimize systematically based on what the data shows.

Goal:Get more value from your existing content library while filling key strategic gaps, without doubling your publishing workload.

Content Distribution & Amplification

Content that doesn’t get seen doesn’t build authority. We distribute content across email, social, and industry channels to maximize reach and backlink acquisition. For clients running integrated programs, content feeds paid landing pages, supports email sequences, and fuels social — which means the investment in each piece produces returns across multiple channels rather than sitting on a single page.

Goal:Get your content in front of the right audience, and earn the authority signals that drive long-term rankings.

Performance Tracking & Optimization

We track organic traffic, keyword rankings, time on page, conversion rate, lead volume, and revenue attributed to content. Leading indicators tell us how content is performing in search. Business outcomes tell us whether it’s working for your business. Monthly reporting connects both, with direct access to your source-of-truth data and account managers who will explain what the numbers mean — not just send a dashboard.

Goal: Increase conversions and ROI over time through data-driven optimization.

Who Our Content Marketing Services Are Built For

Content marketing is the right investment for businesses that want to build long-term organic traffic and lead generation — and that understand the timeline required to do it well.

We regularly work with B2B service providers building thought leadership and generating inbound leads through search; professional services firms in competitive categories like legal, healthcare, and financial services where buyers research extensively before making contact; eCommerce brands driving organic product discovery and category traffic; local businesses building visibility and authority in specific geographic markets; and multi-location companies scaling content programs across regions without losing local relevance.

If you’ve invested in content before and didn’t see meaningful results, the most common reasons are a strategy that wasn’t built around search intent, content that wasn’t optimized for conversion, or a program that ran in isolation from SEO and paid. Those are fixable problems.

West Palm Beach, FL

Colorado Springs, CO

Start Building a Content Program That Earns Traffic and Generates Leads

We’ll start with a straightforward conversation about your current content, what’s ranking, what isn’t, and what a strategy tied to your actual business goals and search opportunity would look like. No pitch deck. No pressure.

How Our Content Marketing Process Works

Step 1. Strategy and Planning

We start with a competitive content audit, keyword research, and search intent mapping specific to your business and category. From that we build a prioritized content roadmap — which pages to create first, which existing pages to optimize, and how to sequence the work to build topical authority as efficiently as possible. KPIs and reporting structure are defined before content creation starts so we’re measuring the right things from day one.

Step 2. Content Creation and Distribution

We create content on a defined schedule, with editorial review and quality assurance built into the process. Internal linking is implemented strategically as new content is published. Distribution across email, social, and outreach channels happens as part of the publishing process — not as an afterthought. Your account manager communicates what’s been published, how it’s performing, and what’s coming next.

Step 3. Optimization and Growth

We review performance monthly and refine the strategy based on what the data shows. Content that’s ranking but not converting gets conversion optimization. Content sitting on page two gets freshness and signal improvements. New keyword opportunities that emerge from performance data get added to the roadmap. The program compounds over time because we’re making decisions based on your specific data, not generalizations about what works for content marketing broadly.

Why Content Marketing Matters More Than Ever

Content marketing is how modern buyers learn, compare, and decide who to hire, long before they ever talk to sales. According to Demand Gen Report’s 2024 Content Preferences Survey, 62% of B2B buyers said they relied more heavily on practical content (case studies, original research, how-to guides) than the prior year. In B2C, content is the discovery, education, and trust-building layer that turns a stranger into a customer. And, content is also how you show up in AI search results.

Done well, content marketing does four things no other channel can:

Lowers customer acquisition cost over time. As your content library deepens and rankings climb, your cost-per-lead drops, often dramatically, and your dependence on paid spend goes down with it.

Drives organic traffic that keeps growing. A well-ranked article keeps generating qualified leads for years. Paid ads stop the moment you stop spending.

Builds topical authority. Content clusters signal to Google and AI engines that your site is the expert resource for queries in your category.

Powers AI search visibility. ChatGPT, Perplexity, and Google AI Overviews cite well-structured, authoritative content. Without it, you’re invisible in AI search.

Content Marketing FAQs

Your Questions Answered

Common questions businesses ask before partnering with a content marketing agency.

What does a content marketing agency actually do?

A content marketing agency builds and executes programs that attract buyers through search, engage them with content that builds trust, and move them toward conversion. At THAT Agency, that means strategy, audience research, SEO-driven content creation, optimization of existing assets, distribution, performance tracking, and AI search optimization (GEO), all tied to real business outcomes, not publishing volume.

How does content marketing actually generate leads?

By meeting buyers where they already are: searching for answers. Top-of-funnel content (educational articles, how-to guides) attracts new visitors who don’t know you yet. Middle-of-funnel content (comparison guides, case studies, webinars) builds the trust that moves people from “interested” to “evaluating.” Bottom-of-funnel content (service pages, pricing comparisons, demo landing pages) closes the gap. As your library deepens, so does your pipeline, and your cost per lead drops.

How long does content marketing take to work?

It’s a long game, but you start seeing signals faster than most people expect. Early results, traffic to lower-competition keywords, engagement from targeted audiences, typically emerge in 3–6 months. Page-one rankings and meaningful lead volume show up at 6–12 months. The real payoff, where your content library is deep enough to dominate entire topic clusters, happens at 12–24+ months. The earlier you start, the further ahead you’ll be.

Do you create SEO content?

Yes, every piece is built for both search engines and the humans reading it. Our SEO content process includes keyword research and competitive analysis, search intent alignment, on-page optimization (titles, headers, meta descriptions, schema markup), internal linking strategy, image optimization with descriptive alt text, and structured Q&A formatting designed to earn AI search citations.

What types of content do you create?

Whatever moves the needle for your business. That typically includes blog posts and articles for SEO and thought leadership, service and product pages, landing pages optimized for conversion, long-form pillar guides and ebooks, case studies and testimonials, video scripts and multimedia content, downloadable lead magnets, email marketing copy, and social-ready content snippets. We match format to function, not the other way around.

How do you measure content marketing success?

We track what actually matters to your business. Traffic metrics: organic sessions, new versus returning visitors. Engagement: time on page, scroll depth, bounce rate. Rankings: keyword positions, featured snippet captures, AI search citations. Conversions: leads, form submissions, demo requests, purchases. Revenue: attributed sales and customer lifetime value. Every monthly report connects content activity to pipeline and revenue, not just clicks.

Can content marketing work for my industry?

Yes, across virtually every industry when executed properly. We’ve driven measurable results for healthcare practices, legal and professional services firms, home services contractors, ecommerce brands, B2B manufacturers, real estate agencies, hospitality and tourism businesses, and more. The fundamentals are the same: understand your audience’s search behavior, identify the high-intent topics they’re researching, and create content that answers their questions better than anyone else in the market.

Do you optimize content for AI search engines like ChatGPT and Perplexity?

Yes, this is one of the things we’re most focused on right now. Modern content marketing has to win in both traditional search (Google) and AI search (ChatGPT, Perplexity, Google AI Overviews, Claude, Microsoft Copilot). AI engines reward structured Q&A formatting, clear definitions, named entities, schema markup, and authoritative external citations. We build every piece to earn AI citations, not just traditional rankings. This is called Generative Engine Optimization (GEO), and it’s increasingly where the traffic is going.

How is your content different from AI-generated content?

Our content is created and reviewed by human experts who understand your brand, your audience, and your market. We use AI the same way any modern creative team does, as a tool for research, drafting, and analytics, but never as a substitute for craft and original perspective. Google’s helpful content system and AI search engines both penalize content that reads as synthetic, generic, or lacking real insight. In 2026, the content that ranks and converts is the content that demonstrates genuine expertise. That’s what we build.

How is THAT Agency different from other content marketing agencies?

Three things. We measure content by business outcomes, not vanity metrics, if it’s not generating leads or revenue, we fix it. We optimize for both Google and AI search engines (ChatGPT, Perplexity, Google AI Overviews), which most agencies haven’t caught up to yet. And we integrate content with your full digital strategy, paid, social, email, so every piece of content reinforces every other channel instead of living in a silo.

What Our Clients Say About Us

Discover why businesses trust THAT Agency for content marketing services that drive measurable growth and engagement.

Amine Aghzafi

THAT Agency continues to provide valuable guidance on how to strengthen visibility across both traditional search engines and the rapidly expanding AI platforms. In a digital landscape that evolves quickly, it has become clear that brands need partners who understand how to optimize for every discovery channel, not just Google. Their leadership has helped clarify how different AI engines such as ChatGPT, Perplexity, Grok and others each rely on unique optimization elements to rank and surface content effectively. This insight has given us a clearer path forward and a stronger understanding of how AI-driven traffic will grow. With more than 21 years serving clients throughout Florida and Colorado, THAT Agency’s experience and forward-thinking approach are evident in the quality of their direction and industry expertise.

Shari Cedar

Bill and his team at THAT Agency are exceptional. They take a hands-on approach that actually moves the needle — and in the digital world, that’s saying a lot. What really stands out is how deeply they understand the nuances of my business. They pay attention to the details, they listen, and they tailor everything to what we actually need. Their support has made a real difference, and I’m genuinely grateful for their partnership.

Tania Ochoa

Working with THAT Agency has been a fantastic experience. Their strategy, design work and attention to detail exceeded my expectations. They took the time to understand my goals and delivered campaigns that actually produced measurable growth. Excellent communication with a talented team!

Mansa Smith

We had the pleasure of working with That Agency, led by Bill, and the experience has been outstanding. Their team delivered a sleek, modern website design that perfectly represents our brand while also implementing a smart digital marketing strategy that’s already driving results. Bill and his team are professional, creative, and attentive to every detail. Highly recommended for anyone looking to elevate their online presence.

Dee Egizio

Bill and Hannah were very generous with their time and made understanding my social media campaigns and website design so easy. I wish I had reached out sooner after covid to get my business back up and running properly!! Thank you THAT Agency!!

Craig Glover

THAT agency has an excellent reputation for quality work that attracts customers. My company engaged their team to recreate our website and make it easier for customers to find us. THAT has been a pleasure to work with to improve our social media impact.

Dylan Gillette

That Agency has provided an excellent marketing service for my companies. The onboarding process is very thorough and it collects a lot of information needed to eliminate the busy work required from the business owner which is a huge win! There overall process seems incredibly thought out and efficient. Overall I have had a great experience working with That Agency!

Samuel Conkright

THAT Agency Colorado Springs has been tremendous to work with. After three months we are already showing up in the AI results using their GEO strategy.

Simon Larson

We’ve been working with THAT Agency for over a year, and their digital marketing expertise has truly transformed our business. From SEO to social media management, their team is knowledgeable, responsive, and dedicated to achieving outstanding results. Their innovative strategies have significantly increased our online visibility and lead generation. Highly recommend them for any business looking to elevate their digital presence!

Ashley Ojea

I recently had the pleasure of working with THAT Agency, and I am thoroughly impressed with their expertise in digital marketing and web development. Their team of professionals excels in creating custom, SEO-friendly websites that not only look great but also perform exceptionally well. THAT Agency’s proficiency in social media marketing, PPC advertising, and content creation has significantly boosted our online presence and generated high-quality leads. They are a top-notch digital marketing agency dedicated to delivering results and ensuring client satisfaction. If you’re looking for a reliable partner to elevate your brand’s online visibility, I highly recommend THAT Agency.