Service · 04
A Content Marketing Agency
Human-crafted content, augmented by EMintel.
EMintel works in the background, fusing real search and LLM data into the structural bones of the piece. Then senior in-house writers take over. The craft, the brand voice, the story: that part is human, and that's what makes the content worth reading and worth citing.
Content clients
Brands that trust us with the words on their site.
Why Content
Content is still king.
Yes, content ranks on Google and gets cited by ChatGPT, but those are second-order effects. Content's first job is to be read by a customer, and to make them feel like the brand on the other end actually knows what it's talking about.
Audiences are tired. The backlash against AI-generated slop is real and measurable: readers bounce, brands erode, trust collapses. Human-authored content does the opposite. It gets read, shared, returned to, and quoted. That's the asset that compounds.
The 80%
EMintel does the deep-diving humans can't keep pace with.
Your next opportunity is buried in more data than any team can dig through. Our proprietary AI platform helps you find it fast, identifying opportunities that are just opening up.
EMintel scans millions of pages, trawls search results, and scours live LLM responses to unearth what your competitors haven't. It finds the questions your customers want answered. From there, our (human) strategists prioritise the opportunities worth pursuing and turn them into a blueprint designed for your growth.
EMintel eliminates keyword experiments run on blind faith. Instead, it reveals valuable insights ready to act on.
The 20%
Humans Add the Magic and the Expertise
We know what to write, and where to write it.
That's human expertise that AI can't touch. It's craftsmanship. And it's already carving a clean line between elegant, expert content and the AI-generated, bottom-of-the-barrel slop flooding the market on the cheap.
Originality is now the magic dust sought after by customers, readers, and AI systems. A skilled (human) content marketer can:
- Transform a promising idea into an engaging article or persuasive pitch
- Align every word with your brand's voice and key messages
- Give your customers expert insight and authenticity, building trust
Every article we produce at Earned Media is crafted by our in-house writers and assessed for clarity and tone by our team of senior editors. That's two human touchpoints on every piece of content we produce, before it reaches your team.
The agency
How we bring an article to life.
It Starts With Your Business
You know your business better than any dataset. We work with you, capturing that knowledge upfront to understand your products, audience, competitors, and goals.
EMintel Finds the Gaps
The best opportunities are hiding between the questions your customers are asking and the answers your competitors haven't provided. EMintel fuses GSC and Ahrefs with live LLM data to find those gaps before your competitors do.
Our Senior Strategists Unearth the Opportunities
EMintel finds the gaps, but our senior strategists decide what to do with them. We weigh up every opportunity against customer demand and commercial value so you know exactly where to focus your efforts.
We Create a Blueprint
Quality content starts with a quality plan. We turn each opportunity into focused content briefs that pin down the audience, angle, and original insights. Our writers know exactly what they need to achieve before a single word hits the page.
Writers Craft the Story From the Data
Our in-house writers write the kind of article that AI can't. Original insights. Compelling narratives. A distinctive voice that brings your brand to life. That's the kind of content that makes customers care, read, share, trust, and cite.
Our Editors Review Every Line
Every article has blind spots. Ours don't make it to you. A senior editor reviews the article for clarity, polish, brand consistency, and accuracy, line by line. You get a publication-ready article every single time.
The Final Say Rests With You
We know content, but you know your business. Leave comments on the finished draft. Challenge our approach. Add the knowledge only your brand can. We'll make the changes before the article goes live.
Spotlight · QA Scorecard
Eight dimensions. Every brief.
No piece ships until it scores 8.5+ across all eight. The average across the last 30 briefs is 9.05. Anything that falls short doesn't go out the door. It goes back to the writer with specific, dimension-by-dimension notes on what to fix. Then the editor re-reviews. Then it's re-scored. We'd rather hold a piece an extra week than ship something that erodes the brand.
- 01Search Intent · 9.2Does the piece actually answer what the buyer typed in? Top-of-funnel curiosity, mid-funnel comparison, bottom-funnel decision: each needs a different shape of answer. We score whether the article matches the moment.
- 02Entity Coverage · 8.7The people, products, concepts, and brands that need to appear for the piece to read as authoritative, to humans and to LLMs. Are they all there, named correctly, and connected to each other in ways the answer layer can parse?
- 03Originality · 9.4Original framing, original data, original quotes. Not a remix of the top 10 results with the words shuffled. If the only way to write the piece is to paraphrase what already ranks, we don't write it.
- 04E-E-A-T Signals · 9.1Experience, Expertise, Authority, Trust. Is there a real, named author with credentials? Lived experience with the topic? Citations to primary sources? The signals Google and the LLMs use to decide whether to surface the piece at all.
- 05Brand Voice · 9.0Does it sound like the client, not like generic agency copy, not like ChatGPT? We hold a voice guide for every account and score against it line by line.
- 06Readability · 9.3Sentence rhythm, paragraph length, scan-ability, the moments that make a reader keep going instead of bouncing. The boring craft stuff that separates content people read from content they close.
- 07Structure & Schema · 8.9H1/H2 hierarchy, FAQ blocks where they earn their place, structured data that matches what's actually on the page. The plumbing that lets the article be understood by every engine that crawls it.
- 08LLM Citability · 9.3Quote-extractable sentences, clean stat blocks, clear authorship. The specific shape of writing that ChatGPT, Perplexity, and Google AI Overviews actually lift from when they cite a source.
Earned Media operates with a forward-looking perspective. They conducted detailed research to stay ahead of the rapidly evolving search and LLM landscape, successfully advising us on how to optimise for AI Overviews and LLMs.
"Exceptional expertise in SEO — high-quality content that consistently adheres to our brand guidelines."
"Impressive ability to secure high-value links from authoritative websites, bolstering our domain equity."
"Incredibly reliable. They integrated seamlessly with my team and consistently delivered on time, to an extremely high standard."
Frequently asked
Content marketing, explained.
The questions clients ask before they engage. Tap any to expand.
What is a content marketing agency?
Content marketing companies help businesses produce powerful content to engage customers and elevate brand awareness through SEO blogs, landing pages, marketing strategy, and consultancy services. Earned Media combines AI-led opportunity research (EMintel) with human strategy, writing, and editing. This gives you the best of both worlds: scalability for the tasks that need it, human expertise for the work your customers see.
What do content marketers do?
Content marketers plan and create content that attracts, converts, and retains customers. LLM citations and search rankings are still a big part of the objective, but ultimately, Earned Media writes for people: your brand, your customers. Our content development team works closely with your business so we can reflect your brand values from first plan to finished product, producing compelling, quality content your audience actually wants to read. That's the real difference.
What are the different content marketing types?
Content marketing covers most of the words on your website plus the formats you publish around it. The mix we work in: blog posts and articles, pillar pages and topic clusters, white papers and reports, SEO landing page copy, case studies, comparison guides, FAQs, and email and newsletter content. The format matters less than the underlying job: answering a real buyer question with a piece they'd rather read than skim.
What are the benefits of content marketing?
Compounding visibility. A well-built piece earns rankings on Google, gets cited inside ChatGPT, Gemini and Perplexity answers, and drives direct traffic for years. Beyond rankings, content builds the brand voice the AI models pick up on, so when a buyer asks "best [your category]", your positioning is what gets returned. Other outcomes our clients see: improved lead quality, higher organic conversion rate, lower paid acquisition cost, and a moat competitors can't out-spend in a sprint.
What makes content successful?
Original perspective, structural clarity, and earned authority. The best-performing content combines real expertise (a senior strategist's view, not a generic recap), depth (covering the topic broadly enough to be the canonical answer), and the technical structure that lets search engines and LLMs extract the parts they need. We score every piece against an 8-dimension QA rubric before it ships: the average score across our last 30 articles is 9.05/10.
How much does content marketing cost in 2026?
For enterprise-grade content that ranks AND gets cited by AI, expect $5,000-$15,000+ per month depending on volume, complexity, and the level of subject-matter expertise required. Earned Media's typical engagement is a 10-12 piece per quarter retainer with EMintel-driven briefs, senior in-house writers, and a separate editorial pass before publish. We don't sell freelance-rate output: every brief has a real strategist behind it.
Do you produce video, design, or other visual content?
Yes, through our exclusive Sydney studio partner Content Department. They produce the video; Earned Media engineers the AI SEO / GEO strategy that bookends it (script for citation, VideoObject schema, transcripts, AI Overview tracking). See our video production service for how that engagement runs end-to-end. For graphic design and brand identity, we collaborate with creative partners brief-by-brief.
What's the difference between inbound and outbound marketing for content?
Inbound is the discipline of being found when a buyer is already searching. Content marketing sits squarely in inbound: every article is built to surface for an existing question. Outbound (cold email, paid acquisition, intent-data outreach) is a different muscle. We focus on inbound because LLMs and Google AI Overviews have made inbound more leveraged than ever: a single well-built article can show up in thousands of generated answers a month.
How do I know if my content marketing is working?
Five signals we measure: organic traffic to commercial pages, AI citation rate (how often you're named in ChatGPT, Gemini and Perplexity answers for your priority queries), branded search lift (people Googling you after seeing you cited), conversion rate from organic landing pages, and time-to-first-lead from new articles. We provide a dashboard that pulls all five from EMintel, GSC, and GA4. Most clients see early signal at 60-90 days and meaningful compounding at 6-12 months.
How do I create a content plan?
Start from the buyer, not the keyword. Map the 20-50 questions your real customers ask in the buying journey, then triage by commercial intent and competitive density. EMintel does this stage for us: it pulls actual search demand, identifies where you currently rank, surfaces what your competitors are being cited for, and recommends the next 90 days of content investment by ROI estimate. If you want us to run that planning exercise for your brand, request a free content audit.
How do you attract clients with content?
By treating each article as a piece of evidence, not a sales asset. The pieces that convert hardest are the ones that take a defensible position, share original data, or walk through a specific case in detail. We don't write listicles or thin "10 ways to..." round-ups. Those don't earn the consideration of a serious buyer, and they don't survive the AI-summarisation era. Every Earned Media client has a documented voice guide and an editorial bar we hold every piece to.
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