Selecting the best SEO content agency for your business

Find the best SEO content agency partner

An SEO content agency should work as a partner, using their copywriting skills, technical SEO knowledge and scale to supercharge your search engine performance. That’s what we do at 42group, but we know it’s not how others work.

Let’s say you’re a fast-growing business that wants to improve SEO to drive growth and are searching for an SEO blog writing agency. (Hello!) Do you know how to find, engage and collaborate with an SEO copywriter?

If the answer is no, then don’t worry; you’re in the right place. At 42group, we’ve been creating SEO content at scale for over a decade, so we know what works and what doesn’t. This SEO content agency guide will help you understand what to look for in a copywriting and content partner. We’ll explore why you need an expert SEO writing agency, how to identify one and how to establish a great relationship. We’ll also look at some red flags you need to be able to spot and the dangers of using AI.

Section 1: What is an SEO content agency?

An SEO content agency (like 42group) works with partners to create content with the primary purpose of improving a clients’ search engine ranking.

In most cases, SEO content is a synonym for blogs, articles, news stories, insights, or whatever else you might want to call it.

We work in clients in two ways: as an SEO writing agency or as a strategic SEO content partner. Here’s what each of those two approaches involves:

Option #1: SEO writing agency

We provide outsourced SEO content support for our clients. They’ll come to us with a requirement, whether that’s a single blog or a series. (This can vary from a handful of pieces to 50 or even 100 in some cases). Our job is to take pre-written briefs, keywords and other information (on products, services, solutions, etc.) and write the content. The client benefits from expertly written content that’s well-researched, referenced, structured and focused. Clients that work with us in this way are sophisticated, with an existing SEO strategy and well-defined content requirements. Typically, this is an established business (in any sector) or an agency that wants to outsource to a partner they can trust (42group, obviously).

Option #2: Strategic content partner

Some clients ask us to manage the entire process of keyword identification, content planning, content creation, optimisation and (if required) posting and publication. We can also support with content KPI measurement and analytics. Clients who work with us in this way approach us with an idea of what they want to achieve (improve SERPS, overtake a competitor or – the classic – get to the top of page 1 in Google) and we make it happen. This is a much more involved (and expensive) process, but it’s likely to get you better results. Businesses here can operate in any service or sector. We also work with agencies in this way, too.

What type of client are you?

At this stage, you may not know what your requirements are – and that’s fine. At 42group, we work collaboratively with you to create a project plan, scope requirements and identify a suitable solution that finds the perfect balance between cost and outcome. That’s the plan, anyway.

Why invest in SEO?

We could insert a load of stats here, but if you’re on this page you not only understand the power of SEO and respect its importance, you can also recognise its success in boosting your business.

Even with recent developments in search (including voice search and the rise of AI), SEO remains vital to the success of any business – and content is arguably the most cost-effective way of establishing a sustainable advantage.

What does sustainability have to do with it? Any fool can (and does) use PPC ads to get to the top of Google, but in competitive areas, costs can rapidly spiral out of control and returns can diminish. Plus, when you turn off the money tap, you’re nowhere.

SEO content is a way to organically improve your search engine ranking and, crucially, keep it there. Yes, things can – and do – change in the ranking world, but a steady flow of high-quality content will ensure your website remains in a prominent position.

When it comes to digital marketing, SEO is a fundamental investment. And it could turn out to be the best one you make. But only if you find an agency partner that you can trust to deliver.

Section 2: Benefits of Hiring an SEO Content Agency

Everyone can write, but few people are writers.

What do we mean by this?

When you read a good piece of content or copy, you feel relaxed knowing that the writer is in control. They’ll walk you through everything logically, explaining key terms and providing a few insights along the way. They’ll use common concepts to explain complex things. They’ll take you on a journey and, if they want to, will play with your emotions, making you smile before getting serious. By the end, you’ll feel more informed and aware than you did when you started. The content (whatever it is) will be so good you’ll want to share it – and you will.

This is what a content agency should be doing for you. The ability to create confident content that connects with your audience is vital to establishing your authority.

Here are some of the other benefits of working with an SEO content agency partner.

These are some of the benefits of an agency partner. Only you will know what the main drivers are for searching for an SEO content agency partner, but when you do, it’s time to find one. Here, Google can be your friend – but also a foe. How can you select the right SEO content agency partner? Let’s show you how to kickstart your relationship positively and professionally.

Section 3: How to choose the right SEO content agency

When clients approach us, we’re always excited about a new opportunity, but we need to know there will be a good fit between us and them. This means understanding their goals and objectives, defining the work plan and drawing up an agreement before getting down to work.

Here are 5 things you should do to help you choose the right SEO content agency partner:

  1. Define your goals: Do you know what you want to achieve with SEO content? We all want to be number 1 on Google, but you need to have more than that. The best client relationships are built on realistic and achievable goals, aims and aspirations. Before approaching an SEO partner, take the time to sketch out a brief before searching online (or asking for recommendations). You can create a project brief, or simply list out what you want your content partner to do. Include timescales, deliverables and budget before going to market. This process will help you identify what’s most important which can help you in the process of searching for an SEO content partner.
  2. Research and reviews: Validation is vital. We suggest you look for an SEO with a powerful portfolio of work, case studies, client testimonials and content examples. Start with the agency website but take the time to reach out personally with an email or (yes, even in 2024) a phone call. Establishing a human connection with a content partner is important. Knowing you’re speaking to a real person can give you greater confidence and accountability, which is important in an age of AI content generation. Reviews and testimonials – especially if you can identify and connect with the person – are powerful.
  3. Ask the right questions: Of course you’re going to want SEO content, but the more information you can provide to agencies, the better. We recommend all clients take the time to explore your requirements and provide a list of questions to ask all potential agencies. You may want written replies or use this as part of an in-person qualification process. However you choose to do this, asking the right questions will help you to rapidly narrow down your agency shortlist.
  4. Evaluate their process: SEO content is all about outputs, but to get there, you’ll want to know that your content agency partner has a strong strategy, methodology, and processes. The easiest way to find out? Ask your agency partner to talk you through their approach to content creation, optimisation, management, delivery and analysis.
  5. Assess cost v value: Do you know the difference between cost and value? In some cases, we’ll lose a job to a competitor over price. When we compare our bids (and the outputs generated), it quickly becomes clear that the price is at the cost of high-quality content. Yes, you’ll want to get value for money (that’s a given) but consider that with content, like all aspects of digital marketing, you get what you pay for. This leads us neatly on to the next section…

Section 4: Five content agency red flags to watch out for

SEO content creation, like many aspects of digital marketing, is an area where organisations can seek to gain an advantage by using shortcuts. In the beginning, this can keep prices low but it can massively damage your business, reputation and search engine ranking position.

We’re not going to name names or call out our competitors, but here are 5 SEO content agency red flags you need to watch out for:

  1. Guarantees of instant results: It’s unrealistic to expect SEO content to have an immediate impact. In our experience, it can take months (3-6) to see a measurable impact on your ranking. That’s not to say that it’s impossible for SEO content to work faster than that, it absolutely can, but no agency can (if they’re being honest) guarantee it. If they do, it’s a red flag and you shouldn’t trust the agency.
  2. Lack of transparency: Who is writing your content? Is it the person on the end of the phone or responding to the email? Or are they outsourcing it? Now, outsourcing isn’t fundamentally bad, but it should be done with the full knowledge of the client where necessary. Some agencies will outsource to cheap content providers through Fiverr or content mills that earn their cash churning out crap. If the agency can’t give you the name of the person who’s creating content and provide an introduction, it’s another red flag.
  3. Cheap prices: You get what you pay for and low costs almost always mean low-quality work. Variation in prices is normal and some agencies will be cheaper than others, but you can only cut things so far. Low cost content quotes either mean writers aren’t being paid (bad), content is being outsourced (bad) or written by AI (double bad). There are no freebies in this world. If you’re serious about sustainable SEO success, then you’ll need to pay for it – and you should be proud for doing so.
  4. Black-hat practices: Some companies will try to sell you unethical SEO techniques like link buying, copying from competitors of using AI. If they do, then move on.
  5. Smells like AI: Can you tell AI content? We reckon you can. If an agency is sending you content that seems like it’s written by AI or lacks that often intangible element that only a human can bring to content, then it’s another red flag and you need to be wary of it.

Section #6: Can I use AI to write SEO content?

Every agency, business, small company and massive corporation is exploring how they can use AI to boost SEO content. It’s cheap, free and fantastically effective (if you believe the self-appointed experts, AI prompt engineers and snake oil salespeople). The problem is, that none of this is true.

Yes, Google has the power to detect AI content (and so does your audience). While the corporation doesn’t currently penalise SEO content, it could at any time. In the end, why wouldn’t it?

AI content devalues content that’s written by real people. It doesn’t add value to either users or search engines. In fact, it actively destroys it.

Yes, there are benefits to using AI for some elements of SEO content creation. It can help identify keywords, create briefs and outlines, reference content, update formatting and so on. (We don’t use it, but that doesn’t mean you shouldn’t.)

But creating SEO content? Not for the foreseeable future.

Select the best SEO content agency

In most of these types of articles, you’ll see a list of content agencies you can work with. In the end, we’re confident that 42group is a suitable agency partner for you and your business and to power your growth. Why? Because we do all the good things in this article and none of the bad things.

Joking aside, we’re an SEO content agency with almost two decades of experience creating content for audiences and algorithms. We’re all about adding value through high-quality content that always hits the mark.

Want to work with a specialist SEO content agency? Get in touch today and we’ll be in touch within an hour with a way forward for you and your project.

Contact and SEO content expert

Contact 42group

42group is one of the UK’s leading SEO blog writing agencies and we’re always generating new content that captures high ranking positions. Successful SEO blog writing involves crafting content that uses audience information (keywords, search intent, user experience insights, etc.) to create blogs, articles, news stories and long-form pieces (like whitepapers) that build human connections.

When we begin to sketch out a blog programme we think strategically. Every piece of SEO blog content must have a purpose, an audience and an outcome (inform, educate, inspire, etc.)

Clients and customers come to 42group as we’re experts SEO blog writers. We could keep all this information and expertise to ourselves, but that’s not what we’re like. Here are some of the key SEO blog writer questions we get asked (and their answers, obviously). This is a brilliant basic primer on the importance and impact of SEO blog content.

Whether you’re a potential client, content commissioner or SEO blog writer, there’s information here that will help you improve how you work.

What are SEO blogs?

SEO blogs are content that is created specifically to boost your search engine ranking. The content is optimised to fulfil all technical criteria (page title, meta tag, alt tags, clear H1s and H2s, logical structure) and so on. SEO copy and content is built around keywords and key search terms too, using these insights generated form research to match the content you’re creating to audience demands.

These are the basics. But the best SEO blog writers go further. They use audience information as inspiration, shaping new, original and authentic content that builds human connections.

What does this mean? The world doesn’t need more generic content. With millions of pages published every day (and most of those never been accessed or read), we need to get specific. That means finding the real content angles your audience is searching for.

SEO blog writing isn’t about keyword stuffing. It’s about building a picture of them – their wants, needs, drivers and desires – and creating the type of content they need. The ultimate purpose is about adding value – and the product of this is greater engagement, sharing and increased rankings.

What does an SEO blog writer do?

It can seem like SEO blog writing is transactional. You get sent a brief, you write the article, edit it and it’s published. Your SEO blog writer should be sending you content that’s well-written, spell checked, original (not created using generative AI, naturally), and optimised.

That’s what a basic SEO blog writer does, but trust us, it won’t help your business. This is what every organisation (and every cut-price content agency) is doing. It’s not going to take you to the next level.

The best SEO blog writers (like those at 42group) provide a complete strategic SEO writing service. We work with your organisation to create a strategic SEO plan – with blogs as the engine room, driving engagement and creating human connections.

How can SEO blogs boost rankings?

Let’s take you back to basics. Google uses a variety of factors to decide upon your search engine ranking position. The content on your website (all of it – including blogs) plays a huge part in where you rank.

You’ll want to ensure the content on your website homepage, service pages, case studies and so on is clear and logical, essentially telling Google what you do. (If you’re an SEO content agency, it’ll say this on the homepage, etc.).

Blogs are what we describe as the engine room of SEO. They’re where you can directly answer search questions (like this post does), offer information and advice, add value to your audience and dig deep into details.

Google will regularly crawl your site, identify new pages, rank them and index them. Your blogs will appear in search engine rankings. The internal links to other pages will increase the visibility of your site. Great quality content is shareable content, so you could see a boost in organic shares.

When it comes to blogs, there are three things to consider:

We’ll explore each of these elements in more detail in the proceeding questions.

How often should I blog for SEO?

There’s no hard and fast rule on this, but you’ll want to ensure that you blog regularly. In a competitive niche area (like SEO copywriting, for example) you need to blog a couple of times a week, every week.

The scheduling of blogs (in agency terms, the cadence) is important. Regularly posting and publishing high quality content sends a clear signal to Google you’re investing in your site which, in our experience, can lead to new content ranking sooner.

Publishing a lot of content won’t do much to move the dial or boost your rankings it’s junk, however.

Aim to publish a post at least once a week. But quantity is arguably less important than quality. So, let’s look at that.

What is ‘SEO blog quality’ and how can I measure it?

Let’s face it, the internet is full of absolute junk content that nobody ever reads. You want to ensure that the content you create adds value to your audience. Google has its EEAT guidelines which are useful to look at.

If you’re using a writing assistant to create or edit SEO blogs, you’ll get what looks like a quality score. This is a crude metric that assesses your content against existing content that ranks highly for the same keywords. It also assesses (in an automated way) the number and placement of keywords.

This isn’t a quality score you can rely on – and it’s why we don’t use SEO writing assistants. (More on this later.)

Blog quality is something that you, as a reader, can assess. Think about it less in technical terms and more in how effectively it answers the question you need answered.

Take this blog. We could have created an SEO blog writing guide (but we’ve already done that, which you can review here). We know that writers, companies and even some agencies would value insights into SEO blog writing and will search for specific answers, and this structure is a logical and accessible way to provide them.

Is this a good quality article? Only you can decide that. If you’re reading it, then it must have ranked and attracted you, so it’s doing its job.

When reading blogs, don’t use assistants or assume your agency is doing the right things. Trust your instincts and expertise and judge quality yourself. The aim is to regularly publish content which is original, with authority and that offers your audience value. Do all these things and you’ll rank higher.

Learn more buy reading our guide on how to write SEO content.

How long should SEO blogs be?

There is no hard and fast rule here, but in our experience, the longer content pieces rank higher.

A 500-word blog post won’t help you much – unless you’re dealing with a really niche search term.

If you’re investing in a blog programme that’s explicitly about boosting SEO (there are other reasons why you might want to invest in blogging beyond SEO), then aim to regularly publish 1500–2000-word posts at a minimum.

When creating content in highly competitive niches (like SEO copywriting!), you’ll need to do more. 5000 words? Sometimes.

What you want to ensure is that you’re not padding or producing content for the sake of it. That’s the importance of finding the right balance between content quality and length.

Should I use AI to write SEO blogs?




OK, we’ll answer this question. Generative AI writing tools are seductive for those working with SEO. They can churn out 2000 words in seconds that’s optimised, original and authentic. Right? Wrong.

AI assistants use existing content to create what purports to be new. But it isn’t. The content is dull, derivative, inauthentic and lacks authority.

If SEO was your aim and it worked, then this would be fine. But it doesn’t.

Google can spot SEO content a mile away. While it doesn’t explicitly say it penalises AI content, it’s not going to rank a machine generated piece that takes all the best parts of millions of articles and makes them worse against a piece of content carefully created by an expert, that’s packed full of insights and is written with authority.

What’s more, your audience can spot AI content, too, and they’ll not want to read it, share it or link to it.

In the future, generative AI might transform everything. Until then, it’s a fascinating experiment.

Can it help SEO content writers? Absolutely. Some of the prompts can help you with things like:

Should I use an SEO writing assistant?

There’s a difference between AI writing tools (like ChatGPT) and writing assistants, like SEMrush. Writing assistants can be used to help you:

With all these benefits, why wouldn’t you use one?

The problem is that other agencies, organisations and individuals can use SEO writing assistants. The risk is that you end up creating yet more derivative content (we call ‘me too’ content) not genuinely original and engaging content that adds value to your audience.

AI writing assistants also assume that the existing content that ranks highly will do so again in the future. That doesn’t always stand up to scrutiny. We recommend our clients focus on creating new, original and authentic content.

If you’re starting out as an SEO blog writer, assistants can be useful. But use them for advice. Over reliance on writing assistants can lead you to become a poor writer. You’re better than a writing assistant!

How many SEO blogs should I publish?

Short answer: One to two posts a week as a minimum.

Can anyone write SEO blogs?

Yes. The question is: will they work? And the answer to that is no.

Let’s go back to the basics. SEO blogs should be original, optimised for SEO, and add value. Writing (especially for SEO) is a skill that takes time to develop. You can’t start writing and generate a 2000-word blog that will rank in a few hours (unless you’re a genius).

However, you can develop and improve your skills. This guide is a good place to start. Check out our SEO writing guide (and those available online). Buy books and read them. Analyse what content ranks and explore why. Write, then write some more, then write some more.

Should I use Fiverr for SEO blog writing?

No. You get what you pay for, and Fiverr is a platform that’s designed to cut costs. The outputs you get will likely be generated by AI or written by an inexperienced writer.

If they’re generating 100% original and perfectly written prose for $5, they’re being exploited and you wouldn’t want to do that, would you?

Should I use a freelance writer to create SEO blogs?

Obviously, you should use 42group for all SEO blog writing. But if you don’t want to work with us then a freelance writer can add scale, create great SEO content and help you smash you SEO targets.

Where we see freelance SEO writers add the most value is in niche areas. You can find freelance writers that are experts in pretty much everything, from model trains to molecular biology. Their expertise can take you a long way to creating content with the authority we’re talking about.

Why should I work with an SEO blog writing agency?

SEO blog writing agencies like 42gropu work as outsourced members of your team. We can use our expertise – gained from years of successful SEO writing projects with massive clients like Google, Lenovo, Halfords and more – to create content that ranks. Scale is a real benefit, enabling us to get started straight away and accelerate production from a single piece to 50 (yes, we’ve done this for clients before).

Alongside scale and expertise, agencies will have established processes and ways of working that can simplify the briefing, content creation, editing and publishing processes.

Agencies are faster, slicker and better at delivering at-scale SEO content creation.

On that last point, it’s time for the CTA.

Searching for an SEO blog writer?

SEO blog writers can help you build sustainable ranking position success for your business or brand. Want to work with the best? Contact 42group.

Contact us

At 42group, we’re one of the UK’s leading SEO content and copywriting agencies – which means we know a thing (or 10) about successful projects and collaborations. (We also know about some of the main reasons why SEO copywriting projects fail – and we’ll share that with you, too.)

In this fun, fact-filled article we’re going to outline how you can work effectively with an SEO copywriter (or SEO copywriting agency like 42group). These fundamentals are simple to understand and put into practice. If you do, you’ll find that you work more efficiently and effectively with your SEO copywriter – resulting in higher-quality content that delivers the best ranking results.

What does an SEO copywriter do?

SEO copywriters are responsible for creating content that aims to improve your search engine ranking. How? By generating relevant, well-written and thoroughly researched content, they can improve your website’s authority.

That’s the theory, anyway.

The problem with too many SEO copywriters is that they focus too much on satisfying the algorithm and forget the audience. You can easily identify this content as you read through it. Keywords (and variations) are over-used. The content feels like it’s written to a template (likely because it was). The writer has a superficial understanding of the subject matter.

The reason? Too many so-called SEO writers use writing ‘assistants’ as part of their process. (Assistants are meant to help you, not inhibit you – but they do.)

Genuinely skilled and successful SEO copywriters don’t analyse the top 10 search engine results and copy their structure. Instead, they start from scratch, creating genuinely original and authentic content that’s written with authority.

How? Let’s talk you through the best way to work with an SEO copywriter.

Start with your audience

So, you want your site to be at the top of the rankings. We all do. That’s a given.

The best brands don’t use this as a start point but as the end result of creating content that delivers value for their audiences.

When working with an SEO copywriter, begin by exploring who your audience is, what they want and the value you can add to their lives through high quality content.

This is genuinely how the biggest and most successful brands consider their content – and how you should.

If you tell an SEO copywriter that the only purpose of their content is to feed the algorithm, they’ll not invest time or effort in creating anything with value.

Bring their audience to life and explain how you add value and they’ll be writing for real people.

Prioritise me first, not me too content

Trying to improve your ranking isn’t a good enough reason to write content. The world only needs so many “ultimate guides to…” and “how to…” pieces on, well, everything.

If you create this, you’re adding nothing original to the world. We call this “me too” content – and it’s pointless.

Why? If you’re copying the headline, structure and core content messaging of an existing piece of high-ranking content, you’ll never usurp it. Your audience will see you as a follower, not a leader. And that’s not who you are, is it?

The best brands use content to carve out a position for themselves, creating genuinely original and engaging content. We call this ‘me first’ content – and it can be highly successful.

Instead of looking back at what’s been successful in the past, look forward. Explore the future demands of your audience, answer their questions and provide insights that add to their knowledge.

SEO copywriters don’t like to copy. Every writer (from the $5 freelancer to the £500 a day agency) wants the challenge and opportunity to create 100% original content.

Build an SEO copywriting brief together

The best content is created according to a solid brief. In most cases, SEO copywriters will ask their client to provide this, but we think the best results are delivered when you create a brief together.

At 42group, we’ve developed a comprehensive brief template we use with all our clients. (You can see how we use this here in our guide to writing a content marketing brief.) The purpose of this is to provide all the information our SEO copywriting team needs to get creative.

Writing this brief is a two-way process. We accept the client brief, reflect on it and revise it. This ensures we have clarity over what we’re writing about, why we’re creating content, details on your audience and what’s driving them to search.

If your SEO copywriter isn’t asking questions, then you need to consider how seriously they’re taking your project.

Create content that’s bold, original and authentic

This comes back to the me first content point above. Too many SEO copywriters are afraid of their clients and generate content that’s boring, derivate and very, very dry.

Some of the common issues we see with content are:

These are six that I’ve thought of with a coffee. Given an hour, this list could be as long as this whole article.

No copywriter wants to create junk content. Nobody wants to read it. No brand wants to be known to produce it. But it’s everywhere. (This is a situation that hasn’t been helped by AI – something we deal with below.)

The most successful SEO copywriters are known for creating bold, original and authentic content that can carve out a position for your brand in any niche.

We want to read content that challenges us, inspires us, scares us and rewards us. Content that taps into emotions (or, as we call it, ‘builds human connections’), is going to rank better and read better.

Collaborate don’t dominate

Whatever you do – whether it’s building roads, selling radiators or operating a running shop – you’re the expert at what you do. We accept and respect that. If you’re collaborating with an SEO copywriter (and SEO copywriter) respect their experience, knowledge and skills.

If your SEO copywriter comes up with a creative idea, concept or piece of copy, then at least consider it.

Invest in a relationship

What is it like to work with you?

We’ve been in business for over a decade, and we’ve worked with a huge range of clients. Some good, some bad and some truly ghastly.

The best clients are those who are willing to invest in a relationship. We love long projects where we can develop together with our clients. (We also love the highly paid short ones, too, of course.)

But, when we’re talking about investing in a relationship, we don’t mean money, but the engagement the client has with us – and the trust they give us to create content for them.

The best SEO copywriting and content results come from a strong partnership and take time and investment. 

Trust humans, not technology

Did AI write this post? You’re asking that and we’re asking it, too. But of course, AI hasn’t achieved sentience yet, so it can’t ask questions. QED, this has to be written by a human.

But what is it to be a human?

There’s no way AI could have written that. It would be too busy leveraging your content to synergistically boost your SEO or some other shit.

Writing assistants, generative AI and all the other tech that’s currently being developed could have a transformative impact on SEO copywriting (and present an existential threat). We get that. But not yet.

The last piece of advice is to work with a human SEO copywriter and trust them to deliver.

If you want to boost yur search engine ranking, writing assistants like SEM Rush are attractive. They’ve got the ‘cheat codes’ to ranking, right?


These assistants provide basic advice on structure, headings and keywords that are derived (crudely) from existing high ranking content. It’s no more sophisticated than that.

If you simply for the SEO writing assistant, you’ll generate more ‘me too’ content – and that won’t get you anywhere.

The worst example of this are AI writing assistants. They take all the best bits of high ranking content and combined it to create a post that’s 100% junk.

AI detectors? Also junk.

When it comes to SEO copywriting, AI sucks – and will do for the foreseeable future.

Here endeth the lesson. (As if by magic, Grammarly is trying to get me to remove this phrase. DAMN YOU MACHINES!)

SEO Copywriters: You get what you pay for

You may have read this article and feel upset that we’ve put the blame on clients, not copywriters. That’s not entirely true. The best SEO copywriters (like those at 42group, naturally) can work with the barest of briefs and mere fragments of information about your audience, crafting content that ranks for any audience.

But we’re not cheap.

Perhaps nowhere more acutely is the aphorism “you get what you pay for” demonstrated than with SEO content and copywriting.

Contact an SEO copywriter

Chat with 42group

Digital healthcare content is the driving force for organisations that want to connect with their audiences, grow their brands, increase awareness and power profits. Healthcare digital content is a catch-all term for blogs, articles, social media, animations, films and other online media that are created to be distributed and shared online. The purpose of online medical and health content is to create connections with your audience, build your brand and boost your ranking position. (There are more, but these three points are the main ones.)

There’s an ever-growing demand for online health resources with Google racking up a billion healthcare content clicks *every day* (and it’s likely to be much more today). If you’re not creating impactful and engaging digital healthcare content for your business, brand, service or solution you are going to get left behind. 

But what is digital healthcare content and how can it boost growth? We’ll answer those questions (and lots more) in this clear, comprehensive and easy-to-understand guide on digital health content. Read to the end and you’ll learn all about content formats, writing styles, SEO strategies and tips for selecting the right content partner. 

Let’s start at the beginning by defining what digital healthcare content is and why it could be your best marketing investment this year. 

What is digital healthcare content?

Digital healthcare content describes a spectrum of online materials intended to educate, inform and engage various audiences for healthcare brands. All leading brands use content marketing as a core part of their marketing and SEO strategies. 

Marketing is full of buzzwords, jargon, and acronyms that people use to sound smart. We really are smart, which is why we’ve simplified content into five easy-to-understand headings which we’ll use to describe what content is and what it can do for your business:

  1. Website content
  2. Blog posts, articles and news stories 
  3. Videos/animations 
  4. Infographics/interactive media
  5. Social media content

We’ll go through the list and explain what we mean by each content channel, the core of great content and the outcomes you can expect (if your quality is good, obviously).

  1. Website content: OK, so website content isn’t typically part of the transactional content we produce every day, but it’s part of our digital healthcare content package. Your website content has to tell the complete story of your business and brand and your product, service or solution. You need to ensure your website content is accessible, authoritative, honest, clear and compelling. Ensure that all technical aspects are taken care of and that it’s been optimised by an SEO expert. 
  2. Blog posts, articles and news stories: Blog posts, in-depth articles and news stories are the core part of any healthcare content strategy. (Some industry insiders consider these elements to be the entirety of a content strategy.) High-quality, well-written and accessible content regularly published on your website is an effective way to connect with your audience and build a personal connection. Of course, content can also boost SEO and encourage interaction through comments and social shares. Regularly publishing fresh and interesting blog posts and content builds a relationship between you and your audience, keeping them coming back for more. Blog posts and other content can also help to improve the user experience, answer customer questions and improve their experience and satisfaction of engaging with you.
  3. Videos/animations: The world wants video content, and the best brands provide it. At 42group, we know that films and animations can be highly engaging and can effectively convey complex information in an accessible way. When it comes to healthcare, videos and animations can effectively be used to explain medical procedures, provide health tips and even share patient stories and testimonials. High-quality videos that are well-scripted (by your trusted content partner!) and visually appealing can capture the attention of your audience and increase engagement. Be sure to provide transcripts and add subtitles to make your videos more accessible as well as improve SEO performance. 
  4. Infographics/interactive media: As healthcare content writers, we’re often working with challenging materials. Infographics visually represent data and information in innovative and engaging ways, and if they’re done well, they can make complex concepts easier to understand. In addition to being informative, infographics are highly shareable on social media and can effectively communicate key points and statistics. Infographics can be used to summarise lengthy articles or reports, making the content more accessible and engaging. 
  5. Social media content: Social media platforms are essential for engaging with your audience and sharing timely health information, so you better be creating professional quality content. Social content must be created, posted and published strategically, working as part of a larger plan to boost your organisation’s online profile. In healthcare specifically, regularly posting updates, health tips, and interactive content can increase your visibility and build a sense of community. Every brand has its own tone of voice, but all social media content should aim to be concise, engaging and visually appealing to capture the attention of your audience. We all know that using hashtags, tagging relevant accounts and participating in health-related conversations are effective ways to extend your reach and engagement. Keep content conversational and fun, but never lose focus on the power and potential it has to boost your brand.

What can digital content do for my healthcare business?

Almost every blog talks about ROI now. Have you noticed that? In the cash-strapped corporate world, where budget strings are starting to fray because of how tightly they’re being pulled, every penny must be accounted for. 

Marketing teams understand the importance and impact content can have on a business, but they’re constantly being asked to justify the spend. (If you are, check out our guide on healthcare content marketing KPIs. You’re welcome.)

Creating digital health content that connects with your audience

The crucial difference between those who produce conten and those that do it well is simple. It’s all about quality. According to some unsubstantiated statistics, every day, 7.5 million blogs are published, and many of these are never clicked on, read, or enjoyed. (If a blog is published and nobody reads it, was it ever worth it? The answer is no.)

If you’re going to invest in content marketing and expect it to deliver a return on investment (see, even we use ROI where it’s appropriate), you need to invest in quality content that’s created specifically for your audience. 

We can (and do) provide some guidelines below on how to create great content (and how to assess it if you’re paying for it). This only works if you have a clear understanding of your audience and can articulate this to an in-house marketer, freelance healthcare writer or digital health content agency like 42group. 

Great content is inspired by your audience, shaped around them, and delivers the answers they need – whether it’s a blog, social post, animation, or infographic. Here are some pointers to create content that connects with your audience:

  1. Addresses your audience directly: Whatever the content channel, you need to speak directly to your audience. You need to understand their pressure and pain points and use content to demonstrate that you can answer their questions and solve their problems. The best companies use content in this way to make clients, customers and other core audiences believe they’re on their side.
  2. Conversational, concise and clear: We’re time-poor and don’t want to waste time wading through content for our answers. This isn’t a writing guide, but it aims to avoid unnecessary words and get straight to the point. This is particularly important in healthcare digital marketing, where clarity and precision are paramount. Keeping your content concise goes some way to ensuring that your message is easily understood and retains the reader’s attention. Don’t overload your audience with information. Breaking down complex concepts into simple, digestible parts makes them more accessible. See this through in the way you structure content, using bullet points and lists to organise information and make it easier to follow.
  3. Answers questions clearly: Every piece of content should have a purpose (problem–solving, promotion, conversation, awareness raising, etc.), and in many cases, that will be about answering questions. You can do this in a literal and linear fashion (using things like Q&As) or in a more sophisticated way, as we’re demonstrating in this blog. Ultimately, when we search online, we want answers to our questions – and we want them delivered as quickly as possible.
  4. Use the active voice to engage your audience: We want our brands to engage us directly and speak to us like knowledgeable friends. Don’t patronise them, overload them with information, or assume they are experts (or treat them like idiots). Check out the Oxford guide to writing in the active and passive voices, including when to use them.
  5. Create content strategically: We have a phrase that we use pretty much every day: ‘Every post should have a purpose’. It sounds like a truism, but too many businesses and brands – in healthcare and other sectors – post content in an unstructured and unfocused way. The best content campaigns build up over time, with content used to establish and enrich a relationship with their audiences. Content focuses on core pillars, answering questions, providing insights and fixing a positive image and perception of your brand in the eyes of core audiences.

Can I use AI to create healthcare content?

Yes, you can use A to create healthcare content. Should you? No – and we’ll explain why.

Ask yourself. Do you you trust AI? Do you think your audience trusts AI?

We’re guessing the answer to both questions is no. UK media regulator OFCOM found that adults trusted human content over AI content. They’re also worried that they don’t have the knowledge to spot AI content. The result? We lose trust in all online content – and that’s potentially disastrous.

At the moment, AI writing tools (so-called content generators) are pretty crude, and the results are, quite frankly, awful in our opinion. The content is poorly written, often inaccurate and doesn’t engage the reader intellectually, emotionally and honestly. 

Using AI doesn’t demonstrate authority, expertise or insight. It’s lazy, disrespectful and damaging – especially when writing about complex subjects like healthcare. 

In the future, AI could play a role in the content creation process, but as an aide to writers rather than a replacement.

(In the interests of balance, there’s an argument and evidence that you humans and AI can collaborate to create content and deliver benefits, but it’s early days. The study also didn’t explore the suitability of AI in communicating complex and emotional issues that we deal with every day in healthcare communication.)

Basically, don’t use AI without serious consideration for the long-term impact this can have on your business and reputation.

Drive SEO with digital health content

For many marketers, the biggest impact of healthcare content is in improving your search engine rankings. As we all know, if you’re not on the first page of Google, you might as well be nowhere. Great quality content can drag your company website out of the darkness of pages 2-10 and into the glory of page 1 with all the riches that it bestows on your business. Or something like that.

Here are five essential things you can do to boost SEO:

  1. Keyword research: Before we get started, you’ll need to identify all relevant keywords and phrases that your target audience is likely to search for. Don’t just stop by identifying them; you should attempt to understand the search intent, essentially what’s driving these people to search and what answers they want. At 42group, we use tools like Google Keyword Planner and others to help us find popular and relevant keywords, but we go further. We analyse your competitors’ websites, do social listening, research on LinkedIn, and (if the budget allows) do primary research, such as interviews and focus groups, to get vital personal insight. Again, we’re all experienced enough to know that incorporating these keywords naturally into your content improves its search engine ranking. As well as individual words and short phrases, including long-tail keywords (and variations), can capture a broader range of search queries. 
  2. Content optimisation: Now we can start working! On-page optimisation involves optimising individual web pages to improve their search engine rankings (as you’d expect). Some of the key on-page elements include title tags, meta descriptions, headers and image alt text. You’ll want to ensure these elements are optimised with relevant keywords and provide a clear, concise description of the content. Don’t try to keyword stuff. Always think about your audience and what they need before the algorithm.
  3. Create content that creates clicks and captures links: The best and most effective strategy for SEO is in publishing high-quality content (like the post you’re reading, obviously). You can try and create content for SEO, but it almost always fails. When you attempt to write for an algorithm, you can ostracise your audience. Instead, use keyword analysis to create content that answers questions, demonstrates authority, and is authentic to you. In addition to delivering value for your audience, high-quality content sends important signals to search engine providers (i.e., Google) that your site is trusted. We all recognise that backlinks are a crucial factor in SEO, as they signal to search engines that your content is credible and valuable – and you can earn them with high-quality content. An effective link-building strategy includes creating shareable content, reaching out to industry influencers, and posting guest content on reputable sites (if you can). The ultimate aim is to create content that generates clicks and captures links. Never forget that.
  4. Think like your users (technical term: user experience (UX)): What is the experience you get when you use your website? It is easy to use? Is it fast? Can you find what you want? These are all things that matter as much to your audience as the algorithm. An intuitive and rewarding user experience can improve your SEO. Achieving this is hard (and it’s not something that we do as content experts), but we ensure your site is easy to navigate, mobile-friendly, and fast-loading. Providing a clean and organised layout, clear headings, and intuitive navigation enhances the user experience. Ensuring content is accessible and readable on all devices, including smartphones and tablets, improves user satisfaction and SEO performance – as well as conforming to all rules and regulations that cover healthcare providers.
  5. Get social: Great content should never be hidden away on your website (or gated, in our opinion). Social media is a vital channel for content distribution and sharing, amplifying your reach and boosting SEO. Google has been cagey on precisely what relationship social media platforms and SEO have, but if you’re doing your job, you should be exploring every avenue to create connections. We’re not suggesting spamming every channel, but sophisticated social media publishing on platforms like LinkedIn can create positive and often profitable relationships, so don’t ignore them in your SEO strategy.

Drive growth with healthcare digital content

Creating effective digital healthcare content is a job for a specialist agency. Even then, they can get it wrong. (To learn how to work effectively with a healthcare copywriting agency, read our article. If this all sounds too much, then strip it all back and focus on what’s important. By understanding your audience – what motivates, engages and excites them – you can begin to create a healthcare content marketing strategy to drive your digital growth. The rest is about putting it into practice, creating the content, optimising it, distributing it and analysing and assessing its impact and effectiveness.

We hope we’ve answered most of your questions on digital healthcare marketing, but if you’ve got more, then get in touch and we’ll do our very best to answer them. 

Contact a healthcare copywriter

Contact 42group

Consider this: You’ve got a new project (woo!) and you’re wondering whether to work with a freelance scientific writer or a science writing agency? There are strengths on both sides and costs are a key consideration, but you’re still stuck.

Breathe a sigh of relief, because 42group is here to help.

In this article, we’re going to looking at the benefits and challenges of working with a freelance scientific writer and a science writing agency. We’re not going to tell you what to do, but by the end you should have a good idea of whether you want to work with a science copywriting agency (and if you do, how you can contact 42group…).

Freelance science writer v science copywriting agency

We’re going to put freelance science writers and science writing agencies in battle (not really). What we are going to do is to compare them against a set of key factors to see how they match up.

We’re going to explore

You may have noticed that 42group is a science copywriting and science content agency.

Does that mean we have skin in the game? Yes, of course we do – but we’re also open, honest and fair. In some cases, freelancers are going to give you better value for money and a higher quality output than an agency (but not always). In this guide, we’re going to be open, honest and transparent – because pretty much all of us here were freelancers at some point in the past.

Flexibility and availability

Freelance Scientific Writer: A freelance writer will often be able (and willing) to offer greater flexibility in terms of working hours and availability. They’re not stuck to the 8-6 working day that an agency is and can adapt quickly to urgent projects or changing deadlines. This flexibility can be attractive – and in some cases, essential – if you’re dealing with pressing deadlines. However, availability is likely to be limited by the freelancer’s workload and commitments to other clients. Also, applying too much pressure to a freelancer can lead to burnout, which isn’t good for you or them.

Science Writing Agency: Agencies will have a team of writers, which means they can handle multiple projects simultaneously. Of course, they may have other clients and may not be able to provide consistent availability but they’re likely to have access to freelancers that can add capacity and additional skills. This can be an advantage for large projects or those with specific content requirements. The structured nature of an agency and the processes they have can manage the pressure, understanding the impact of deadlines and the resource implications.

Expertise and specialisation

Freelance Scientific Writer: Many freelance writers specialise in specific scientific fields. They can bring deep expertise, subject matter knowledge and a focused perspective to projects. You’ll find that many freelance science writers have advanced degrees and significant experience in their areas of expertise. This means that the freelance science writer can often produce content with greater authority, insight and relevance than even the best, specialist science copywriting agencies.

Science Writing Agency: what they lack in specialisation, they can make up in scale. Agencies can offer a broader range of expertise, with writers from various scientific backgrounds and expertise. Alongside long-from content experts, science copywriting agencies will have specialist web copywriters, social media teams and digital marketing experts. This diversity allows agencies to tackle a wide array of topics and projects that a freelancer couldn’t hope to manage. Also, agencies (like 42group) will have a roster of freelance science writers that they can call upon to work on specific projects. (At 42group, we’re proud members of the Association of British Science Writers and use their database to find experts.)

Cost and value

Freelance Scientific Writer: Freelancers often have lower overhead costs which can translate into lower day rates (when compared to agencies). However, the difference may be minimal. Freelance copywriters can have greater flexibility in charging structure, offering to charge by the hour, by the project or even per word. As you’d expect, costs vary widely and are based on the freelancer’s experience and expertise, as well as how in demand she may be.

Science Writing Agency: Agencies typically charge higher rates due to their larger overheads and the comprehensive services they offer. While at 42group we don’t have a swanky office, we do have overheads – including comprehensive insurance and protection, salaries, pensions and a lot of expensive pens, that all need to be paid for. While initially a freelancer may be cheaper, agencies will often offer fixed prices for long-term contracts or multiple projects, which can provide better value for money in the long run. In many cases, clients prefer the security, protection and confidence of working with an agency. Additional costs can be justified by the quality assurance, editing, and project management services that agencies provide.

Quality and reliability

Freelance Scientific Writer: The quality of work from a freelance writer can be exceptional, especially if they have strong expertise and a good track record in the field. In some cases, where the freelancer has specialist subject matter knowledge, quality can be higher than science copywriting agencies. However, reliability can be an issue, especially if the freelancer takes on too many projects or encounters problems during the project. This can be avoided through clear project planning, ongoing communication and relationship with a reliable freelancer.

Science Writing Agency: Agencies like 42group will have established quality control processes in place, including professional and peer reviews and editing services to ensure a consistent level of quality. The structured environment of an agency can also provide more reliability in meeting deadlines and producing consistently high-quality content. Agencies will often be able to share references and samples of their work to demonstrate quality and connect with you past clients who can give you confidence in their reliability.

Communication and collaboration

Freelance Scientific Writer: Direct communication with a freelance writer can streamline the process and help you establish a strong and productive working relationship. Having a single point of contact with an individual can result in a more personalised service and a better understanding of your specific needs. On the flip side, communication can sometimes be less predictable – especially if the freelancer is juggling multiple clients. If they’re away, unable to connect or unwilling to chat, you’re on your own.

Science Writing Agency: Agencies usually have dedicated project managers – or established processes – to manage project communication. This can ensure that your requirements are clearly understood and met. While working, this can result in more efficient collaboration and a smoother overall process which can increase the likely success of your project. Agencies provide resilience, with your project shared across a team. If one individual drops out (for some reason) the intelligence is inside the agency and it can be quickly continued. You’ll also find that science copywriting agencies can reduce the burden of coordination from the client, allowing them (you!) to focus on other priorities.

Scalability and longterm partnerships

Freelance Scientific Writer: Freelancers can be ideal for smaller projects or when you need a genuine specialist knowledge. However, scaling up can be challenging if your content needs suddenly increase. Does the freelance science writer have the capacity to deliver? A freelancer’s availability and capacity might become limiting factors as you start to scale. In time, your freelancer can become less a contractor and more a part of the team – which is a risk for your relationship and their future.

Science Writing Agency: Agencies should be well-equipped to scale services to meet growing content and copywriting requirements. demands. When required, they should be able to quickly and confidently allocate additional resources to your projects as required. (In many cases, they’ll call the freelance science writer, so you get the best of both worlds…) For long-term partnerships, agencies can provide continuity and confidence that whatever you require, it’ll get done.

Freelance science writer or science copywriting agency?

Choosing between a freelance scientific writer and a science writing agency depends on your specific needs, budget, and project requirements. The list above should help you understand the strengths and weaknesses of each option and help you choose.

You’ll want to ensure that your freelancer or agency understands you, your audience, your project and your expected outcomes. Carefully consider these factors to make the best decision for your organisation’s scientific writing requirements. Or just contact 42group.

42group is one of the UK’s leading healthcare and medical copywriting agencies, working with a huge range of clients in the healthcare, medical and pharmaceutical sectors. We get approached by clients from across the world about new projects and we’ve developed a (near) foolproof process to get the best results. 

Clients have a responsibility when working with a healthcare content agency to provide all the information they need to do the job. It’s our role to help you – and we will. Here’s 42group’s guide on how to work with a healthcare copywriting agency, including everything you should prepare and provide to kick off your project and ensure it’s a success. 

Making first contact with a medical copywriting agency

So, you’ve got a healthcare copywriting project you want to discuss.

Are we interested? Absolutely!

Before you contact us, here are a few of the things you should provide in the initial email.

This sounds like a lot, but you can achieve it all in a few sentences. The purpose of being as clear as possible in the initial email is that we can then identify who the best person for you to speak to would be.

You may want to speak to our MD, digital lead, content strategist and designer. (They’re not all the same people!)

This information also enables us to prepare for the initial call or email. We can provide context about our experience, previous projects and successes.

It also enables us to quickly assess whether we can do it. Delivering a complete website rewrite in a week for £1000 is unlikely to be a project we’ll take on, and we’ll let you know quickly. 

Let’s imagine you’ve sent us this email, we’ve arranged a meeting and are ready to go. Here are some of the things we’ll need to have from you to work on the project. You can prepare them in advance, or we can develop them together. Experience tells us that these are the building blocks of the best relationships and the most successful healthcare copywriting projects.

#1. Audience profile

    Who do you want to communicate with? What do you want to say to them, and critically, what do you want them to do? What are their pain points? What are their preferred communication channels? What communication strategies and approaches have been successful in the past? What have failed? Do they like cats or dogs? (We prefer cats.)

    OK, you can ignore the last one, but every question before that is relevant – and answering them honestly is integral to the success of your project. 

    Even before we get to the brief and the deliverables we need to know who your audience is (or are ,if you’ve got more than one).

    Why do we ask for this first? 

    We need to understand who your audience is so that we can critically appraise everything that follows (brief, TOV and KPIs). We need to ensure that the people on the call, conference or involved in the project team understand who your audience is and how to connect with them. 

    We also need to have the confidence that we can create content that’s going to work for that audience. 

    New clinical guidelines for diabetes treatment? Not us. 

    Copywriting and content for a diabetes app? That’s us.

    At 42group, the audience is at the forefront of everything we do and guides every decision – including whether to take on a project or not.

    #2. Copywriting and content brief (including timelines, dates & deliverables)

      Now we get into the good stuff!

      The copywriting and content brief is everything about the project in one place. (If you’ve never written one before or want a free template, check out our guide on how to write a content marketing brief.)

      The brief contains as much information as you can provide us on the project, including:

      It sounds like a lot, but the brief provides the context, controls and constraints that enable us to get creative and ultimately deliver a better product for you.

      You can create the brief yourself (using your template or ours), or we can work through it together. 

      We have established that the better the brief, the better the project outcome. 

      3. Tone of voice guidelines

        We know what you want to say and who you want to say it to, but how are we going to say it?

        That’s a convoluted way of introducing the importance of tone of voice guidelines. If you’ve for them, send them. (If they’re part of a larger corporate toolkit, do us a favour and isolate the pages for us.)

        But what if you don’t have TOV guidelines? (First thing, we can write them for you – so ask us.)

        We’ll ask you to send us a selection of content that exemplifies the tone of voice you want for your content. That could be existing content on your website, that from close competitors, or from the best in the marketplace. 

        Tone of voice is critical in healthcare copywriting, and we’ll spend lots of time finding that balance between conversational relatability and clinical clarity. We work through several iterations of core pieces of content to build a consensus and then apply the same tone of voice across all content. 

        #4. KPIs and targets – measures for success

           What does success look like? You can tell us you want to be on page 1 of Google for a specific search term or something vague like “sell more stuff” – but try and be as specific as possible. 

          If you’re finding it hard, read our guide on healthcare content marketing KPIs to get started.

          Marketing has moved on and is a sector that’s defined by data. We want out content and copywriting to contribute to your broader strategic goals, so find a way to incorporate them. 

          As well as performance measures of success (page ranking, etc.), consider project measures of success, too. Set deadlines and timescales and assess your agency’s performance against them. Are they delivering high-quality work on time? Setting expectations early is crucial to establishing a productive and effective relationship.

          Project started? Stay in touch

          Once your healthcare copywriting and content project has started, it’s time to sit back and wait for delivery, right?


          The best results come only from collaboration. You’ll need to stay in contact with your copywriting agency at all stages, ensuring content is ready for delivery and at the quality level required. 

          At 42group, we work 100% openly. Our clients and customers can access everything at any time, including all copywriting and content drafts, project documents, briefs, guidelines and terms and conditions.

          We schedule regular meetings to provide feedback on progress, raise any issues and deal with any problems. In the end, the deadlines are yours – not ours – so it’s up to you to drive the project forward, but at 42group, we’re with you every step of the way.

          Want to chat about a health copywriting project?

          We’re always excited to learn about new projects and work with new partners. Contact our healthcare copywriting team today and we’ll get back to you within 1-hour.

          Contact a copywriter

          Interested in SEO copywriting? Want to know what an SEO copywriter does and how it can help your business? Considering working with an SEO copywriter but don’t know where to start? We’ve got you covered.

          In this, quite frankly, massive guide to SEO copywriting, we answer some of the key SEO copywriting questions.

          Connect with an SEO copywriter

          Contact 42group

          1.   What is SEO copywriting?

          SEO copywriting combines the art of writing compelling content with the science of search engine optimisation (SEO). The goal is to create content that ranks well in search engine results pages (SERPs) while also creating human connections with readers.

          SEO copywriting involves creating a wide range of different content types, including:

          SEO copywriters, like all professional copywriters, can use their skills to write copy and content for pretty much anything. If course, not all SEO copywriters are equal. Some are (most definitely) better than others.

          2.   How does SEO copywriting differ from traditional copywriting?

          Copywriters use words to create connections. SEO copywriters do the same thing, but they combine the commercial skills with technical knowledge of how to use keywords and key phrases to achieve results.

          Obviously, SEO copywriters focus on creating online content, rather than developing copy for all offline marketing channels and marketing materials.

          3.   What are the key elements of effective SEO copywriting?

          SEO copywriting is all about creating connections with people, using keywords and audience information to build human relationships. SEO copywriters use the information provided by clients on the audience, keywords and desired outcomes to help shape content that creates those connections.

          SEO copywriters are experts at:

          It’s a long list, we agree, but it’s what the best SEO copywriters do…

          4.   How can SEO copywriting improve website traffic?

          SEO is also all about improving your website’s ranking in search engine results pages (known as SERPs). SEO copywriters can optimise existing website content (or generate completely new content), create articles, blogs and whitepapers, and more to target specific keywords.

          When considering keywords, focus on several core keywords and slight variations. The more precise you can be the greater the likelihood of success. At 42group, we have specific experience in creating content for leaders in healthcare, science, engineering and technology as well as those in the charitable sector. Focusing on a specific niche is key to our success – and yours too. The more focused you can be on your audience (customers, clients, users, etc.) the greater the impact of your SEO content.

          5.   What are the benefits of hiring an SEO copywriting agency?

          Search online and you’ll see hundreds (potentially even thousands) of freelance SEO copywriters. You’ll also see large numbers of SEO copywriting agencies – like 42group. Why work with an SEO copywriting agency? Freelance copywriters often lack the skills and certainly lack the scale to be able to deal with large SEO copywriting and content projects.

          SEO copywriting and content agencies like 42group have teams of writers available – often with specialist knowledge and extensive experience – to support projects of all sizes. As well as the human aspect, we have established processes and workflows that enable us to deliver high-quality copywriting and content solutions for our clients that deliver results. SEO copywriting agencies deliver a great impact and ROI on your project.

          Our recommendation is to always work with an SEO copywriting agency, not an individual – however good they are.

          6.   How do SEO copywriting agencies optimise content for search engines?

          Optimising content is a tricky process. It’s all about identifying the keyword (or keywords) that you want to rank for and find ways of intelligently and naturally incorporating them into the content.

          This is one part of the challenge, but SEO copywriters do more. SEO writers will also provide titles, meta tags, image descriptions and image alt tag suggestions to improve the visibility of content.

          As well as adding keywords, SEO copywriters will ensure the structure of your content – ensuring all essential elements (H1, H2s, etc.) are present. They’ll also use their skills to create content that’s clear to read and has what Google describes as EEAT: experience, expertise, authoritativeness, and trustworthiness.

          Finally, SEO copywriters play a part in the strategic use of content. At 42group we offer clients advice on when to post content, something we call cadence.

          7.   What techniques do SEO copywriters use to research keywords?

          In many cases, SEO copywriters will have been given a list of keywords as the basis of creating content. However, if we’re asked to identify keywords, we use our skills (as a Google Partner) to find them. We use tools like Keyword planner as well as some all-in-one SEO tools to help us.

          In some cases – when operating in a highly competitive niche, for example – we’ll use a tool like SEMrush to help us with the

          8.   How important is keyword density in SEO copywriting?

          Keyword density is a challenging issue. Too few keywords and your content won’t rank. Too many keywords will look like content stuffing and could limit the potential of your content ranking. (A bit like us writing: SEO Copywriting 438 times in a row and assuming it’ll have a positive impact on our ranking, which it wouldn’t.)

          So, what do copywriters do? You’ll find SEO writing assistants like SEMRUSH provide recommendations about how many times you should use a keyword (and other supplementary keywords and key phrases), but that’s based on a rudimentary analysis of those articles that currently rank highly.

          Of course, Google doesn’t publish or promote how its algorithm works, but it’s likely to be much more sophisticated than scanning content for keywords. It will apply a semantic analysis, grading pieces of content based on perceived quality and authority.

          Our advice isn’t to worry about how many keywords we use. Instead, we use the keywords wherever and whenever we need to part of this article and any other we work on.

          Where keyword stuffing is most apparent is on web pages. Here, we’ll take a much more cautious and sophisticated approach.

          9.   What are the best practices for writing SEO-friendly headlines?

          Your headline should capture the content and context of the article as closely as possible. It should reflect the search intent as closely as possible. Finally, it should include your main keyword or key phrase (if possible).

          We advise headline writers to keep things as simple as possible. Humour is cultural and can be challenging to convey, so we recommend keeping things simple and avoid trying to be funny.

          10. How can SEO copywriting help with local search optimisation?

          SEO copywriters can play an essential role in local search optimisation.  Local search is all about increasing visibility in a pre-defined area like your local city, or region.

          There are technical elements to local search, including creating location-specific pages and managing a well-created and curated Google My Business feed.

          In addition to this, SEO copywriters can apply their skills to creating local and even hyper-local (think the street or borough) that you operate in.

          To help you, we’ve created a guide to local SEO for doctors, but the principles can be used for all types of businesses (we just happen to have worked with healthcare providers and doctors a lot).

          11. What role does meta description play in SEO copywriting?

          Meta descriptions are the short (160 character) pieces of text that tell search engines what your content is all about. They should be written by an expert who understands how to convey what your page is about (and the SEO search terms you want to rank for). The trick isn’t to try and be smart and game the algorithm, but to write with clarity and simplicity for your core audience. The algorithm will appreciate you for it.

          12. How do SEO copywriting agencies measure the success of their content?

          SEO agencies don’t typically measure content, their clients do. At 42group, every content and copywriting project begins with objective setting which we codify into a set of KPIs.

          Again, we’ve written about what KPIs for content are, how you can measure them and build monitoring into your ongoing managerial processes. To learn more, check out our guide to healthcare content marketing KPIs as a starter.

          13. What are the common mistakes in SEO copywriting?

          Every day we’re confronted with poor quality content that’s been created by low-quality writers. The impact on websites and performance can be serious – so try to avoid these common SEO copywriting mistakes.

          Common SEO copywriting mistakes include:

          Cool cat copywriitng image
          Cool cat copywriitng image

          14. How does AI impact SEO copywriting?

          This is a good question and one we can’t answer definitively. AI has huge potential as a support to writers. We can ask ChatGPT to identify some core keywords for us and it will do so faster than we can. WE could also ask it to write us an article, but the results would be awful.

          At the moment, we’re all exploring the potential for AI. The threat to SEO copywriters could be existential, but we’re confident this won’t happen for several years yet, if at all. (By then, we hope we’ll have sold 42group and be relaxing on a beach. All offers are invited!)

          15. What tools do SEO copywriters use for content optimisation?

          There is a huge range of tools available for SEO optimisation, including things like SEMrush and Grammarly, as well as add-ons to Google Docs and more.

          They can be really effective, but the best SEO copywriters shouldn’t rely on them.

          Every time a machine or programme does something for you, you begin to lose the skill. It’s also important not to rely too much on the changes suggested by things like Grammarly, as they can remove the individuality and originality from your content, making everything read like it’s been written by the same person.

          Tools will remove things like: 88% of SEO copywriters like coffee, but all of them use computers (except on a Sunday).

          SEO copywriting assistants can be useful in helping you to understand how many keywords to incorporate into a piece, as well as complimentary other words and phrases to be included.

          But these tools should be used as support for the writer and the writer should have the confidence and support to always remain in control.

          16. How can SEO copywriting enhance user experience on a website?

          SEO copywriting is a crucial part of the whole user expeireince. The second a user lands on your homepage (or a blog or other iece of content) they’re searching for validation they’ve made the right choice. SEO copywriters can find the words that create connections, giving readers confidence.

          SEO copywriting ensures that every page has a clearly defined audience and that the content answers their questions (whatever they may be).

          Copywriters can guide visitors to do the things you want them to do, like clicking a link, contacting you or sharing their information.

          It’s easy – and common – for organisations to focus effort and investment on the aesthetics of a website, but content and copywriting brings your brand to life and gives it personality and presence, positioning it in your audiences’ minds.

          Basically, work with an experienced SEO copywriter at every stage to maximise the impact of your website.

          17. What are the trends in SEO copywriting for 2024?

          The rise of AI is the defining issue and could pose an existential threat to SEO copywriters. Are we being too dramatic? Maybe. But we’re seeing SEO agencies and individual freelancers experiment with AI and are experiencing good results.

          At 42group, we’ve used these tools (including writing over 50 pieces of content for AI-startup HIX.AI). We’re not too impressed with what we’ve seen, but we’re only at the start of exploring the power and potential of these systems.

          In the future, we will see AI writing tools that can create content at the level of an early-mid career professional. That’s not hyperbole, but the truth.

          What AI can’t do yet, and arguably won’t ever be able to do, is think at the levels of abstraction and sophistication humans can. What that means is that AI won’t be able to do the conceptual work, the strategic side of things and the future look stuff. So we think SEO copywriters will be in work for a little bit longer…

          18. How does voice search impact SEO copywriting strategies?

          The principles of good SEO copywriting shouldn’t change because of the growing popularity and future potential of voice search.

          Understand your audience, answer their questions and improve the user-experience. That’s the same for voice search as it is for good old text search.

          19. What is the cost of hiring an SEO copywriting agency?

          The costs of an SEO copywriting agency depend on the size and scope of a project. At 42group, our standard day rate is £500. If we work on large projects, we can work on a whole-project basis with a fixed fee for deliverables. This is often a more cost-effective approach for large projects (25+ pieces of content).

          You can pay mush lower prices for SEO content. (Fiverr can get you a blog and with a ChatGPT subscription it can be almost free!). But, with everything, you get what you pay for and for long-term impact and results, work with an experienced SEO copywriting agency like 42group.

          20. How can SEO copywriting support a content marketing strategy?

          SEO copywriting is a fundamental part of any content marketing strategy. Content marketing is all about building relationships and so is SEO copywriting. In some cases, the distinction between the two disciplines is almost non-existent.

          21. What is the role of backlinks in SEO copywriting?

          It’s easy to say there’s no relationship between SEO copywriting and backlinks, but that’s not true.

          If you’re consistently creating high quality content (like we do on the 42group site, for example), you earn backlinks from other sites that want to link to yours. This is a powerful thing, with each genuine link increasing your authority and potentially boosting your search engine ranking.

          You can pay for backlinks. While this may give you an immediate boost, it may not last for the long-term.

          22. How do SEO copywriters balance readability and SEO requirements?

          At 42group, everything begins and ends with the reader. While SEO requirements are essential, they should never interfere with your article or inhibit understanding.

          What do we mean by that?

          Let’s take the issue of word count. Google wants to find the best answers. In the past, SEO experts would recommend every blog was over 2,000 words, for example. Today, length doesn’t necessarily have an impact on ranking. Instead, focus on creating more posts that deal directly with the user question.

          The purpose of content should be to answer audience questions, to inform them in an engaging way. SEO is the product of that, not the sole purpose why the content has been created.

          This may sound odd coming from an SEO copywriting agency, but we’ve done it long enough to understand what’s effective and what delivers impact.

          23. How long does it take to see results from SEO copywriting?

          How long is a piece of string? (42cm, obviously!)

          There is no set time for your content to start being indexed and ranking, but think in terms of months not days. SEO copywriting – like content marketing – can take time. You’ll need Google to crawl the site and index the pages. This is the start. Over time, Google will get a better picture of your website, using things like visitor behaviour, backlinks, shares and other signals to assess your ranking position.

          We tell our clients to expect to see results on SEO copywriting and SEO content in 3-6 months, but secretly hope it’ll come much, much sooner.

          24. What qualifications should an SEO copywriter have?

          You don’t need any special qualifications (but they can be beneficial). We employ ex-journalists and mid career professionals alongside those who have only worked for a few years in the industry.

          The defining factors are a commitment to work hard, an understanding of SEO and the ability to write high-quality content that delivers a search engine boost.

          We need our writers to understand both what makes great writing for an audience and effective content for the algorithm. Great creative writers may not be able to generate the content we need for SEO. That’s fine, it’s a specific skill and takes work and commitment.

          There are more attributes we look for, but that wasn’t the question.

          25. How do SEO copywriting agencies stay updated with algorithm changes?

          42group is a Google Partner and we have regular meetings with our technical SEO experts who talk us through any changes to algorithms or the way that Google works.

          As a Google Partner, we get advanced warning and insights that other writers and non-Google Partner SEO copywriting agencies won’t get for a while, enabling us to have a first-mover advantage in optimising content.

          The changes made by Google (and to a lesser extent, Microsoft), take time to bed in and we need to match the theoretical impact of changes with the results, identifying any differences and the implications for that on our professional practice.

          SEO copywriters never stop learning!

          26. What is the importance of content length in SEO copywriting?

          Fosus less on ideal content length, and more about how comprehensively you answer a question. This could mean content is a few sentences long. Also consider authority and how you’ll demonstrate that.

          Failing that, write 1,500 words and you’ll be fine. (This is a joke)

          27. How can SEO copywriting help with social media engagement?

          SEO copywriting can help you clarify messages that connect with your audience and this can, of course, help with social engagement.

          When using social media, keep keywords to hashtags and instead focus on creating posts with personality. It’s all about being social, after all.

          28.  What is the difference between on-page and off-page SEO?

          On page SEO copywriting is about optimising everything you have control of. Off-page SEO is all about backlinks and other ranking signals that SEO copywriters don’t normally get involved in. At 42group, we leave that to our SEO expert, a lovely man called an. You’ll love working with him.

          29.  How do SEO copywriting agencies handle content for different industries?

          Too many SEO copywriting agencies claim they can write with authority on any subject but the simple truth is that they can’t. Never trust an agency that can’t provide examples of work that are relevant to your niche, industry, service or sector.

          Why? Because successful SEO copywriting is about creating content which demonstrates your authority of a subject (or subject matter) and that only comes through experience.

          30. What are the ethical considerations in SEO copywriting?

          Do you really tryst what you read online? No, neither do we. As an SEO copywriter, you have a duty to your readers (and the business that’s paying your wages) to write with confidence and clarity, sticking to the facts and always being open, honest and transparent.

          Do not every lie, mislead or mispresent things to your audience. Build trust in your brand among your audience by creating SEO content with authority and honesty.

          Be one of the good ones, not one of the many (many) bad ones out there.

          Want to connect with an SEO copywriter?

          42group is one of the UK’s leading SEO copywriting and SEO content agencies, working with a global list of incredible clients. Join them by contacting us today and let’s get to work!

          Contact us

          Scientific writers – and scientific writing agencies like 42group – are experts at creating content that captures the core of your research, innovation, service or solution and communicating it. The quality of the content you receive is directly related to the input that you have. Too many individuals and organisations have unrealistic expectations, set unreachable targets and 

          42group is one of the UK’s leading scientific writing agencies, working with a client base of global leaders, exciting start-ups and amazing academic institutions. We’ve created this guide to help you get the most out of your client relationships. If you want to know how to work with a scientific writer, then let’s begin…

          7 steps to better scientific content

          We tried to keep this to 5 (as everyone loves 5 steps) but we couldn’t, so there are 7 steps to better scientific content. We’re going to go through each in order and show how they combine to help you work together to create great content:

          1. Create a brief
          2. Define your audience
          3. Be clear about your goals
          4. Establish a tone-of-voice
          5. Test and learn
          6. Give them the freedom to be creative
          7. Ensure you stay in touch (and in control)

          It seems like we’re putting a lot of pressure on you as the project owner here, but we’re not. Any scientific writer or agency will work through these steps with you. The best projects involve multiple partners and stakeholders working together to deliver a solution.

          Step #1 – Create a brief

          Every content project (good and bad) should begin with a detailed, comprehensive and well-considered brief. The brief will set out the content you want to create, define the parameters, provide basic audience information, set timelines and establish KPIs. It will also include details of the budget, resources required and your in-house team. If you’re creating online content you’ll want to include the SEO keywords (or request the agency create them for you). 

          The brief should be written by the project lead but should be reviewed and agreed upon by all stakeholders. 

          Never rush this step. The better the brief, the better the content. 

          We don’t have the space here to provide a step-by-step guide on how to write a content marketing brief, but that’s because we’ve already done it.

          You can learn more in our guide on how to write a content marketing brief. You can also access a free template created by the 42group team which you can download and use. 

          Step #2 – Define your audience

          Your content marketing brief will provide some information into your audience, but the deeper you dive the better the content you create. 

          Let’s say you want to communicate with “the general public”.

          Firstly, the public isn’t general – we’re all rich, complex and savvy consumers of content with our own channel preferences and priorities. When faced with the dreaded ‘general public’ we’ll push further to define this more clearly. 

          We quickly move from a basic understanding to a more sophisticated one simply by answering these questions. 

          This same approach can be applied to any of your core audiences, including:

          The ultimate aim is to have a picture (or in marketing speak, a persona) that you can use to define each audience. These are crude and reductive, but they can help writers in ensuring the content they create is focused on the reader, answers their questions and establishes your authority.

          Step #3 – Be clear about your goals

          So, you want a new website and need a copywriter. Your aim is to get the content written, but that’s not your goal. The goal (or goals) are to raise your visibility, establish your organisation as an authority, creating a simple, clear and unique proposition that appeals to all audiences and secure a position at the top (or as close as possible) in search engines.

          Marketing teams will have goals that relate to the communication elements of the programme, but include the goals of all stakeholders. Budget holders, for example, may have timeless and financial constraints that your scientific writers should operate within.

          A good way to split goals is into two elements:

          1. Project goals – timelines, budget, deliverables, quality
          2. Performance – Impact and reach

          When commissioning a scientific writer you should ensure they understand both the project goals and the performance goals. You can – and should – define these in the brief where possible, but we know that projects can change and develop, so make project and performance goals a part of your ongoing review process.

          We’ve written before about how to define content marketing KPIs – and how that can drive success – before.

          Step #4 – Establish a tone-of-voice

          We’ve spent a lot of time establishing the project dynamics, but we’re now getting into the creative (and exciting!) bit. Your organisation will have an established way of communicating with your audiences that you are comfortable with. Hopefully, you’ll have a set of tone-of-voice guidelines that you can share with your scientific writer to provide the parameters in which they can get creative. 

          Don’t have any tone-of-voice guidelines? Don’t worry. What you can do (and can often be just as effective) is to select several pieces of content that exemplify what great content is like for you – and your audiences. This could be content that you have created, your competitors or even organisations in other sectors or specialities. 

          Scientific copywriters need clarity on specific things, like whether you use UK or US English, how you want to reference content, and whether you like or dislike the Oxford comma. (There are more things to consider, but you’re the experts here, not us.)

          The clearer you can be with the tone of voice guidelines, the better the content will be – and the fewer changes and amends you’ll need to make.

          Step #5 – Test and learn

          Too many copywriters are given a basic brief and expected to deliver large amounts of content to tight deadlines. That’s fine if the expectations are clear, but it’s highly unlikely they’ll get it the right first time. This is why we always recommend taking a test-and-learn approach. 

          So, how does this work?

          Let’s say you approach 42group to write your new website for a scientific research organisation (something we’ve done before, obviously). We would build the project plan, identify the core pages and then provide several writing samples/drafts for key pages that illustrate potential copy routes. 

          When we write for charities, for example, we often provide conversational and corporate copy routes. Working through the examples together, we get a clear idea of how they want to communicate. These pieces of content become exemplars, essentially acting as project tone-of-voice guidelines. 

          This test-and-learn process works for all copywriting and content projects, from website content creation to social posts, reports, fundraising packs, bids and more.

          One of the benefits of this phased approach is reassurance for both sides that the project is moving forward, expectations are clear and content will be created in a style and tone of voice that will create human connections. 

          Step #6 – Give science writers the freedom to be creative

          Scientific writers and science copywriters want the freedom to get creative. While you can create the brief, define the audience and establish the tone of voice, you should trust your writer and give them the freedom to be creative. 

          Science writers – particularly those who work with both commercial and academic organisations – have highly developed skills and can bring a unique and highly valuable perspective that can benefit you, your organisation and your project. 

          It’s tempting to continually check, edit and change content (especially if you’re working on a shared document), but don’t. Give your scientific writer the time, freedom and trust to do their work. 

          Step #7 – But ensure you stay in touch (and in control)

          This may seem to contradict the point above, but it’s not (as long as you keep reading). Staying in touch with your copywriter through regular structured and scheduled meetings as well as ad-hoc communication ensures your project remains a priority and on track for delivery deadlines.

          At 42group, we schedule weekly catch-ups with our project owners. We also work 100% transparently, with open-access documents including project plans and content sheets accessible by all partners. This ensures our clients stay in touch and in control of their projects. 

          Does your scientific writing agency do this? If not, it could be time to change…

          Work better with your scientific writer

          We hope you’ve enjoyed this rapid run-through of how to work more effectively with a science writer. Commissioning a writer is just the start, you’ll need to work closely with them – while also giving them the freedom to be creative – through the project. The information, advice and guidance here are based on over 20 years’ of experience working with and writing for some of the world’s leading research organisations, academic institutions, businesses and brands.

          Connect with a skilled scientific writer

          If you’re searching for a skilled scientific writer for a project, then get in touch today. Our team will respond within 1-hour.

          Contact us

          Pharmaceutical copywriters (and pharma copywriters) are experts at creating content for websites, landing pages, email campaigns, marketing materials, and social media. They can use their specialist skills to build connections with your audiences, engaging them, informing them, and inspiring them to act—whether that’s clicking a button, using a service, or choosing a product.

          Pharma copywriting agencies like 42group have deep industry knowledge and employ writers with exceptional skills to create content that delivers the 3Cs – clear, compelling, and compliant. 

          In this guide on how to improve your pharmaceutical copywriting, we’re going to go through it all, from a basic description of what a pharmaceutical copywriter does to the key principles of effective pharma copywriting to help you write better copy.

          Connect with a pharmaceutical copywriter

          Contact a copywriter

          What is pharmaceutical copywriting?

          Pharmaceutical copywriting is all about creating content that communicates complex medical and scientific information in a clear and engaging way for your audiences. Pharma copywriters aren’t medical experts and they’re not communicating clinical information to patients and professionals. 

          The role of a pharmaceutical copywriter is to help you communicate more clearly and effectively with your audience. (We explore this further in our pharma copywriting guide.)

          Pharma copywriters are skilled communicators who can use their talents to create copy for a range of formats and channels, including:

          This is a very basic list, and your copywriter may be required to do more. (People familiar with marketing terminology will rightly say that many of these come under the heading ‘content.’ While that’s true, we’re taking a broad approach to copywriting, reflecting the language of non-technical experts and those who aren’t as entrenched in the industry.)

          How can copywriters create connections with your audience?

          Copywriters can be considered as the mechanism for your audience to connect with core audiences. They can help your organisation find the right words, best channels and appropriate narratives and stories to build relationships that matter. 

          Why would a pharmaceutical company need a copywriter? Here are four ways a professional copywriter who understands the pharma sector can have an impact on your audience:

          1. Educate and inform: Copywriters can provide detailed and accurate information about pharmaceutical products, treatments, impacts, outcomes and research findings in a relatable way. We know that educating your audience is crucial and by providing accurate, comprehensive and precise information to patients and other stakeholders, you can build authority. We’re not talking about clinical guidelines, patient instructions, or clinical trial write-ups; instead, copywriters can create accessible content and materials that build relationships with your audiences by educating and informing them.
          2. Build trust and authority: In a world where trust in brands is at an all-time low, copywriters – and the content they create – can play a key role in establishing your brand as a credible and reliable source of information. To achieve this, content and copy must reflect the latest scientific research and clinical guidelines and illustrate your commitment to accuracy and improving patient safety. You don’t need to do this alone. Copywriters can collaborate with experts and create case studies that bring products, services, and solutions to life, demonstrating positive impact and outcomes.
          3. Engage and retain: Successful engagement online involves more than just attracting attention; it’s about maintaining it. Copywriters can use storytelling techniques, case studies, and real-world examples to make content more relatable and interesting. In the online world, monitoring engagement metrics – like time spent on page, return visits and social shares – can help you understand what content resonates most with your audience and use it to your advantage. (Copywriters are often analytics experts, too.)
          4. Drive actions: Copywriters are experts at persuasion, using words to drive actions, whether that’s a click, capturing data or creating a connection. Every piece of content should have a clear call to action (CTA) that guides the reader toward the desired outcome. Again, data is your friend, so using analytics to track the effectiveness of your CTAs will enable you to refine your approach, iterating for continuous improvement.

          What makes great pharmaceutical copywriting?

          Before we get into the nuts and bolts of pharmaceutical copywriting, let’s explore what elevates pharma copy from the mundane to the magnificent. Here are some of the core elements of great pharmaceutical copywriting. There are the things that make your audience stop scrolling and keep reading. (One tip from us is: You’ll know great copy when you read it, so bookmark it and benchmark your copy against it. Set your standards and stick to them.)

          1. Clarity: Pharmaceutical content should be free of jargon and complex language unless the audience consists of healthcare professionals. Use plain language and define necessary medical terms. Clarity ensures that your message is understood by a broad audience, including those without a medical background. Breaking down complex information into simpler parts and using analogies enhances comprehension. Visual aids like diagrams and charts also help clarify complex concepts.
          2. Accuracy: Ensure all information is accurate and up-to-date. This is critical in maintaining credibility and preventing misinformation. It is essential to regularly review and update content to reflect the latest research findings and regulatory changes. Providing references and citations enhances credibility and allows readers to verify facts. Fact-checking and peer review are important steps in ensuring the accuracy of your content.
          3. Engagement: Engaging writing captures the reader’s attention and keeps them interested. Use storytelling techniques like anecdotes and real-world examples to make content relatable and compelling. Varying sentence structure and incorporating visual elements also enhance engagement. Asking rhetorical questions and addressing the reader directly creates a more interactive experience. A conversational tone makes complex topics feel more accessible and engaging.
          4. Persuasiveness: Use persuasive techniques to encourage action or change in perspective. Clearly articulate the benefits and significance of your products and findings. Including testimonials, case studies, and success stories provides real-world evidence to support your arguments. Addressing potential objections or concerns strengthens your persuasiveness. Strong calls to action (CTAs) guide readers toward the desired action.
          5. Compliance: Adhere to ethical and legal standards in your writing. This includes accurately representing findings, avoiding sensationalism, and respecting intellectual property rights. Transparency about potential conflicts of interest and funding sources is also important in maintaining trust and credibility. Following ethical guidelines for pharmaceutical communication ensures responsible and trustworthy content. Regularly consulting with legal and regulatory experts helps ensure compliance.

          The pharma copywriting process: From initial approach to implementation

          When clients approach us at 42group with a problem or a project, they typically have a predefined endpoint in mind. That could be a website launch date, product push or campaign deadline. We use these endpoints and work backward, building a project plan that incorporates the following steps. 

          This is how we, at 42group, take your project from the initial approach to implementation. This is the way we work, and it’s not standard across the industry. We can’t provide firm timescales here, because the speed of delivery depends on the size, scale and complexity of your project. 

          Finding your tone of voice: pharma content writing principles

          Every organisation, copywriter and campaign is different – but there are some fundamental principles of pharmaceutical copywriting that should be applied across every campaign. 

          While you can – and should – find a unique tone of voice to create effective connections with your audiences, here are some copywriting principles you should always put into practice:

          It should go without saying (but we will anyway) that all copy and content must be medically accurate, referenced and checked by qualified clinical experts. All content should also be checked by legal experts who can advise whether it contravenes any regulations. Finally, all content created by external writers or agencies should be reviewed by in-house teams to ensure compliance with tone of voice guidelines, corporate style and any specific constraints you have.  

          SEO for pharmaceutical copywriting

          Pharmaceutical companies need to get serious about search engine optimization (SEO). We’re guessing you probably know all this stuff, but SEO is about increasing the visibility to your website and digital channels to increase audience awareness and engagement. SEO for pharmaceutical companies uses commercial techniques (that we use for clients like Halfords, Monster and Lenovo) to capture clicks and drive more traffic to your site.

          Contemporary pharma copywriters (at 42group, at least) understand the fundamentals of SEO and how to apply these to the content and copy that we create. 

          Here are some basic fundamentals of SEO to help pharmaceutical copywriters create content with impact.

          1. Keyword research: Start by identifying relevant keywords and phrases that your target audience is likely to search for. Tools like Google Keyword Planner can help find popular and relevant keywords. Incorporating these keywords naturally into your content improves its search engine ranking. Including long-tail keywords and variations captures a broader range of search queries. Regularly updating and refreshing keywords based on current trends maintains and improves SEO performance.
          2. Quality content: High-quality content is essential for SEO. We all know that search engines favour content that is informative, well-written, and valuable to readers. Ensuring content is accurate, up-to-date, and thoroughly researched enhances its quality and relevance. Including original data, insights, and perspectives makes content stand out. Regularly updating content to reflect the latest research and developments maintains its relevance and SEO performance.
          3. Meta tags and descriptions: Get the basics right. Use meta tags, including title tags and meta descriptions, to provide search engines with information about your content. These tags should include relevant keywords and accurately describe the content. Crafting compelling and accurate meta descriptions attracts more clicks and improves visibility. Ensuring title tags and meta descriptions are unique for each page improves overall SEO performance.
          4. Internal and external links: Ensure Google can see your content to boost SEO. Use internal links to connect related content on your site, and include external links to reputable sources. This helps search engines understand the context and relevance of your content. Internal linking improves navigation and user experience on your site. Including external links to high-quality and authoritative sources enhances credibility and SEO performance. Regularly checking and updating links ensures they remain relevant and functional.
          5. User experience (UX): This isn’t the job of a copywriter, but it’s a process they can play a crucial part in. Work with designers to ensure your site is easy to navigate, mobile-friendly, and fast-loading. Providing a clean and organised layout, clear headings, and intuitive navigation enhances the user experience. Ensuring content is accessible and readable on all devices, including smartphones and tablets, improves user satisfaction and SEO performance. Regularly testing and optimising your site for speed and performance maintains and enhances SEO rankings.

          These things are the basic elements of SEO and doing them will give your content the best chance of ranking. These rules can be applied across your website content, blogs, articles, whitepapers and more.

          Commit to better pharmaceutical copywriting

          Pharmaceutical companies should use commercial copywriting tactics to create connections with their audiences. This isn’t about manipulating or misrepresenting what you do, it’s about understanding how the best copy (and copywriters) can change opinions, create connections and drive actions. 

          Putting into practice the fundamental aspects of great pharma copywriting outlined in this guide will be a good start, but the best businesses are restless – they commit to constantly reviewing, refining and improving copy and content. And you should too.

          Connect with a pharmaceutical copywriter

          42group is one of the UK’s leading pharmaceutical and healthcare copywriting agencies with a wide range of clients, from the NHS to organisations like Pfizer, Roche and Merck. We’re ready and waiting to learn about your latest project, so get in touch today.

          Contact us

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