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Content
Marketing
Great content deserves to be seen - and cited. Get more out of your content with a digital agency that cares
Create a content schedule
Produce tailored content
Test & track performance
GA4 reporting
Adjust strategy
From blogs and articles to videos and podcasts, we create killer content that your customers actually want to see. Then we ensure it gets found by people and by AI, backing it up with robust SEO and new-generation AI Optimisation. We work with you to create amazing, useful content that can elevate your brand, attract new visitors, and build long-term engagement with your customers.
Our content strategies are bespoke to your business. We reflect your brand voice, customer pain points, and the expertise inside your team, all while ensuring your content is structured and formatted for both traditional search engines and the AI-powered web.
Why Content Marketing Has Evolved
Content marketing is still an integral part of any successful digital strategy, but the way people find and engage with content is rapidly changing. Increasingly, people are discovering information via AI platforms that surface summarised answers, entity-rich results, and citations from trusted sources.
This shift means that content now needs to be:
- Well-written and deeply valuable
- Structured semantically (so AI can understand it)
- Linked and cited across high-authority third-party platforms
- Built to answer user intent, not just target keywords
That’s why at Digital Hothouse, we don’t just create content for rankings. We create AI-optimised content that earns visibility, references, and real-world results, wherever search is happening.
What is content marketing?
In the past, we might have included a textbook definition of content marketing to answer this question, but instead, we like to focus on our clients and what it means to them. Content marketing is about creating written or visual content that is unique and bespoke to an individual or business which helps them to reach more people by adding value to the people who consume that content.
Today, content marketing is more than just words on a blog.
It’s about:
- Creating helpful, high-quality content that builds topical authority
- Optimising for AI summarisation and citations
- Earning brand mentions and links across trusted websites
- Building a knowledge footprint that AI tools can understand and reference
Whether you’re producing blogs, video, thought leadership, tools, or research-based content, we help ensure that content gets picked up, not only by your audience but also by the AI systems shaping their search experiences.
The goals of each piece of content vary, and the type of content you produce will need to fit the needs of your audience. From blogs to podcasts, videos to infographics, there is a never-ending stream of content which people consume each day, and it is important that the content you publish stands out.
That’s where we come in.
Our content marketing services
Our content marketing services are deeply integrated with both SEO and AI Optimisation. We tailor our services based on your internal team structure and marketing needs. We can either:
- Handle content creation end-to-end, or
- Act as a strategic partner for in-house teams, refining structure, tone, keyword targeting, and AI discoverability
Services include:
- Full content audits (website and third-party citations)
- Blog and article production
- Copywriting for service and product pages
- Video and podcast strategy
- AI-optimised content formatting (entities, schema, headers)
- Internal linking architecture
- Structured data and schema implementation
- Thought leadership and digital PR research
- Distribution planning for organic + earned visibility
3 steps to content marketing (with AI in mind)
Over time, we have drilled our content marketing success down to three key factors:
- Research & Audit (Content + Entities + SERP Positioning)
We audit your existing content, your competitors’ content, and assess how well your brand appears in both traditional search and AI-generated responses. We identify:
- Entity gaps
- Missing schema
- Broken or low-authority content
- Opportunities for thought leadership or digital PR
- Content Production (Human-first, AI-ready)
We create content that is better than anything else out there, not just in length, but in clarity, usefulness, and intent. Our process ensures content is:
- Relevant and factually rich
- Structured for AI parsing
- Positioned to earn links and mentions
- Content Distribution (Beyond Google)
We don’t just hit publish. We work to get your content cited and linked to from the right sources, boosting your authority in the eyes of both humans and AI. This includes:
- Organic outreach
- Digital PR strategies
- Structured content snippets for social + search
- Monitoring inclusion in AI platforms like Perplexity and Bing
Content marketing, SEO and AI Optimisation
As AI-powered search tools take centre stage, zero-click search and generative answers are rapidly changing the content marketing game.
That’s why we work to ensure your content:
- Is formatted to be scraped and understood by LLMs
- Appears in entity-based knowledge graphs
- Earns citations and mentions across the web
- Anticipates natural language queries used in AI tools
This is where SEO and content marketing intersect and evolve.
Why is content marketing important in the age of AI?
Because people are still searching, but the platforms answering them are changing. AI tools like Google SGE, ChatGPT, and Perplexity often summarise responses and cite content from trusted sources. Well-structured, authoritative content gives you a better chance of being that source.
How do I optimise my content for AI platforms?
Optimise for:
- Structured formatting (headers, bullets, semantic HTML)
- Entities and topical relevance
- Clarity of language and intent alignment
- Schema markup
- External mentions and brand citations
We handle all of this as part of your content strategy.
How do I know if my content is appearing in AI search tools?
We track not only organic traffic and keyword rankings, but also:
- Mentions in AI-generated responses (where identifiable)
- Referring domains citing your content
- Brand visibility across Perplexity, Bing, ChatGPT, and Google SGE
How does AI impact content length and format?
Long-form content still performs well, but clarity, structure, and question-answer formatting now play an even more critical role. We balance depth with readability and scannability for both users and machines.
Should I change how I create blog content for SEO?
Yes. Content should now:
- Reflect topical authority
- Be built around real questions and user journeys
- Use schema to help AI understand it
- Include strategic internal links to related pages
- Be more focused on earning citations, not just keywords
Do I still need keywords?
Absolutely, but keywords are now just one part of the puzzle. We also optimise for intent, entities, and relationships between topics, which helps AI systems better contextualise your content.
146% increase in Organic Traffic for Oyster Bay in just the last year after solid growth beforehand.
