Best Practices

Content marketing for Scottish businesses

Scottish businesses can harness great content marketing to drive web traffic and commercial success.

This FinTech Scotland guest blog from Copy House provides a concise summary of content marketing and it’s importance to modern day marketing.

It explains that ‘content marketing is a strategic marketing approach that focuses on creating and distributing valuable and consistent content to attract and retain customers from a clearly defined target audience.’

In the feature video content marketing guru Neil Patel provides a comprehensive walk through of the science, covering the fundamentals of SEO, how it is a constant not one off process, content design strategies and case studies of successful content marketeers.

A great complement to this is the recording of our webinar with Kathryn Strachan, MD of Copy House, who provides a short but comprehensive overview of how to build a content marketing framework and strategy.

Content Marketing

Great content is the keystone foundation for all aspects of digital marketing. Copy House writes:

“On average, content marketing PULLS IN 3X AS MANY LEADS AND COSTS 62% LESS THAN TRADITIONAL MARKETING. A well-written piece of content also continues to drive traffic to your site long after you publish it.”

It attracts ‘backlinks‘ that builds your SEO ranking, encourages viral social sharing of your articles and can even be used for PR, submitting it to popular media titles for republishing. Our site enjoys a top level Google ranking and our articles have been published by media brands such as Holyrood Magazine and PublicTechnology.

Genuinely informative articles will be referenced and shared, building your traffic and critically, position you and your business as an expert in your field. Copy House articulates the key insight that potential customers will assess your credibility through the professionalism of your site, before speaking to you. If it’s poor, you’ll never know.


Editor of On a mission to build a world leading Scottish digital nation.

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