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Our Content Marketing Services

User Personas

We consult with you to come up with several personas that represent various aspects of your ideal customer base or target audience. These personas are created based on a combination of analytics data, demographics research, and anecdotal evidence. By creating content that’s tailored for these personas, we’re able to build trust and authority among that audience.

Content Strategy Development

As with everything else we do at Bluetrain, all of our content marketing starts with a strong strategy that takes into account your business needs, budget, timeline, and brand identity. This strategy will inform every aspect of the content marketing process, from what content gets created, what subjects we write about on your blog to where your content will be promoted online.

Editorial Calendar

Once we’ve come up with a strategy for your content, the idea generation process begins. Through brainstorming sessions with you and your team, we identify new blog topics and areas of content to develop and add these ideas to a 6-12 month editorial calendar. This allows us to roll out content in a steady, predictable manner, which helps to create an engaged audience that will continue to grow in the long-term. This also gives you plenty of time to offer any feedback you may have on content that’s scheduled for future release.

Ongoing Content Management

Our team takes over on an ongoing basis to drive your content engine with professional copywriters and amplify posts on social media. We act as your trusted editor to review all content, optimize for users and search engines, and facilitate communication with your team for approval and publishing. Often our ongoing content marketing activity is combined with SEO management to form a powerful overall organic program to build your online presence.

Social Advertising

With the way social media platforms like Facebook and Twitter are designed, well-planned social advertising can play a huge role in improving your authority and brand recognition online. We help you reach new audiences by carefully curating targeted social media ads that will boost your content’s reach, allowing you to reach new audiences.

Looking for a trusted partner to wow your audience with content?

The great team at Bluetrain helped First Foundation execute its most successful awareness campaign ever. In just a few short days they were instrumental in obtaining media coverage from TV, radio, and print outlets including CTV, CBC, the Edmonton Journal, Calgary Herald, Corus Radio, and more. In addition, they were able to quickly develop and deploy web assets to educate and inform our audience, capture leads, and ensure that those leads got into our sales funnel in a manageable way. Their digital marketing expertise helped us drive ‘layoff insurance’ to the top of search engine rankings and allowed us to set up our social advertising campaign for results…

Gordon McCallum, President, First Foundation

Gordon McCallum
President, First Foundation

Our approach

We take the time to understand your business, your customers, and your potential customers so we can get the right message to the right audience through the right channels.

Read Our Approach


Content is available in a wide variety of price ranges, although it should be noted that when it comes to content, the expression “you get what you pay for” is an extremely relevant one; while it is possible to pay $10 for a 500-word blog article, what you receive in return for your $10 probably won’t be very useful to you. Good writers, editors, and designers all charge different fees, so it’s hard to pin down a median price for high-quality work, but if you’re serious about using good material, it’s reasonable to expect to pay somewhere in the range of $100 to $200 for each piece of content. While ~$150 might seem like a lot to pay for a single item, remember that when you publish high-quality content, that investment will quickly pay off for you through increased traffic, better search engine visibility, an engaged audience, and higher conversion rates.

While there are no hard and fast rules in terms of article length, research tells us that the average word count for top-ranking Google articles ranges from 1,140 to 1,285 words. This confirms the rule of thumb in content marketing that longer, more information-rich articles will rank better on search engines. At the same time, it’s important to note that different articles with different word counts can be used to serve a variety of purposes; while a 1,000-plus word article might help you rank better on Google, a 500 to 600-word article might get shared more on social media, and an article with less than 500 words could be used to generate more comments and discussion among readers.

Determining the right publishing frequency for new content usually comes down to a balancing act between your budget and your marketing goals. In general, the more you post new content, the more you’ll see increases in your traffic, inbound leads, and conversion rates. The caveat, however, is that this only works when you publish high-quality content on a regular basis. That’s why we work with our clients to develop an editorial calendar that not only works for their budget and their marketing needs, but also reaches their audience in a predictable and timely manner.

From social media to blogs, emails, ads and more, there are plenty of places to share content online. The key to improving your engagement is to narrow your focus to the platforms that will get you the biggest results, and to do this, you need to think carefully about who your audience is (and who you want your audience to be). That’s why we use our user personas to guide our publication strategy; each type of person will search for information online in different ways (and in different places), so the way to reach each type of person will be different. Our personas help us to identify the best platforms for you, so you can reach the right people in the right place at the right time.

To properly gauge the performance of your content marketing efforts, it’s important to set out the right key performance indicators (KPIs) in the early stages of your content marketing strategy. You can then use analytics data to measure these KPIs against your original goals. There are a number of KPIs you can use when it comes to measuring content, but some of the most important metrics to use (for content on your website) are pageviews, time on page, and goal conversions. These metrics will tell you whether or not people are able to find your content, whether they’re engaging with it once they find it, and whether these engagements result in any desired actions. With content marketing, you won’t always see results quickly at first, but once you start to develop your presence and authority online, your results will begin to compound.

Related Case Studies

See More Case Studies
15.6%landing page conversion rate for layoff insurance
First Foundation
Content Marketing
Read Case
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