Create high-quality content that educates, entertains and inspires your ideal customers.
We back brands big and small:
Your Problem
Our Solutions
Buyers search Google and LLMs to find information. Use content to get in front of them – and improve the SEO performance of your website’s other pages.
Thought leadership content is about blazing a different path with new, radical ideas. Get buyers bought into your narrative with compelling content.
Your internal experts don’t have time to run your content program. Have us create content for complex industries like law, finance and health instead.
People still read long-form content – it just needs to be valuable. Create whitepapers and e-books that both your sales and marketing teams can use.
Most ‘content strategies’ are just lists of proposed posts. Ours are different: grounded in your goals, informed by ICP interviews, and designed to drive revenue.
Website articles are assets, not one-time expenses. Keep your content performing with an ongoing content hygiene schedule.
I can’t say enough good things about IOnline!
As a new business, I was looking for a marketing and branding partner who could really help me make an impact, and Ionline did just that. […]
Since partnering with Ionline, I’ve seen a significant boost in my online presence and customer engagement.
The results speak for themselves!
Their attention to detail and commitment to excellence have made a huge difference for my real estate agency!
Ashleah Lucey
Principal, Ashleah Lucey Property
Differences
When we build your brand’s strategy, we look at the whole house, not just each room.
That means a holistic approach centred on your business goals – using whatever digital channels work best.
We’ve been blazing a path through digital landscapes since 2000.
Channels like SEO have changed, a lot, but the fundamentals of high-quality content haven’t.Â
Our content creators work from our office on the Gold Coast, Queensland.
We don’t outsource to offshore freelancers, we understand Australian audiences, and we know how to stay compliant in regulated industries.
Integrated marketing is
better marketing
Working with us means your copy, content, design and SEO are delivered as a single, unified website – one with reliable local hosting.
01
Book a Free Strategy Call
Talk through your marketing and business goals in a free meeting with one of our strategists.
We’ll discuss things like your current content program and the challenges facing your ideal customers and brand.Â
02
Meet the Team
If you feel we’re the right marketing agency for you, book a discovery call with our content marketing team.
They’ll ask you in-depth questions about your brand, offerings, and ideal customers.
03
Approve Your Strategy
After your discovery meeting, we’ll architect a content strategy for your brand.
We’ll then present that strategy in a scope-of-work meeting that covers the details: things like your ideal customers’ challenges, our proposed solution, and content distribution channels.
04
Approve Our Plan
Once you approve your strategy and pay your first invoice, we’ll start planning implementation.
Often, that includes drafting a visual content map and creating a content calendar with topics and timelines.
05
Your Program Begins
Once you’ve signed off on your implementation plan, we’ll draft your first content asset – then the next, and the next, and the next.
You’ll receive your first report a month after your first asset is published.
We’ll review the strategic direction of your content program every quarter and provide prioritised recommendations.
Process
A long-term content program can be a gamble. Our content sprints condense delivery, giving you feedback on what works in weeks instead of months.
I have been working with iOnline for more than 20 years.
That would say a lot about how trustworthy and how good they are with what they do.
Apivut Chakuthip
General Manager, SleepHive
People
Thinking
Content is a mode of communication. It’s different to mediums (which include text, audio and video) and distribution channels (which include SEO and social platforms like LinkedIn). We define content as any work primarily designed to add value for consumers (versus copy, which is primarily designed to elicit a specific action from consumers).
Written content could mean a blog post published on your website that gets distributed through SEO. It could also mean post captions published on your Instagram page and distributed via Instagram’s algorithm. It could even mean an e-book printed offline and distributed through your sales team.
In other words: content doesn’t support channels like SEO and social media. It’s the foundation for them. Without content, you can’t run an effective SEO strategy. Without content, your social media followers will stop engaging with your page. Incessant advertising doesn’t work in modern marketing – you need to add value too.
It depends on your industry and specific content requirements. If you’re in an unregulated industry with relatively straightforward content requirements, we might just need you to approve drafts before we publish them. If you have highly specific content requirements, we can submit detailed briefs for your approval before the writing process begins.
In some technical verticals – for example, telco software or specialist medicine – it can be helpful for our content creators to interview your subject matter experts (SMEs) throughout the duration of the content program. That ensures we’re capturing the right information and viewpoints without putting the writing burden onto your (often busy) SMEs.
It depends on your vertical. If we can access original, high-quality sources, we’ll use that information to inform our writing. Those can range from OEM documentation and legislation to whitepapers and peer-reviewed publications.
If we’re unable to use original sources, we’ll typically rely on interviews with your subject matter experts. Those interviews tend to relatively short (15 to 30 minutes), highly structured discussions that get us the information we need as efficiently as possible. We know your SMEs are busy – our role is to essentially extract their knowledge and then package it into a format that delivers marketing outcomes.
For certain content programs, we’ll also interview your ideal customers or conduct original research. Because those initiatives are expensive and time-consuming, though, they’re not a standard part of our content writing process.
We don’t use ChatGPT or other LLMs to conduct technical research. Even though some LLMs are useful for summarising and scanning original sources, we’ve found that their omissions and hallucinations (for example, making things up due to sycophantism or including outdated or Americanised information) make them unreliable for highly technical content creation. We prefer to invest in upskilling our writers and building internal subject knowledge bases, particularly for complex industries that we frequently work with.
Yes, we can. Content is most effective when it’s delivered as part of an ongoing content program, regardless of the channel. Our programs typically run for at least 3 months, although we also offer shorter sprints if you want to run a pilot program.
Copywriting is the act of creating copy – any words (written or spoken) designed to get consumers to take a specific action. That includes everything from website pages and sales emails to persuasive speeches and billboards.
Content writing is the act of creating content – any words primarily designed to add value for consumers by educating, entertaining and/or inspiring them. Written content includes online articles, quizzes, books, and white papers.
Copywriting and content writing involve overlapping skillsets, but they aren’t the same. Modern copywriting – which we call ‘copy orchestration’ – involves a deep understanding of UX, buying psychology, and product/service differentiation. Content creation focuses more on original subject matter research, information architecture, and user journeys.
But both require a rich, intimate connection with your ideal customers. Your copy orchestrators and content creators should be talking to the people you sell to, not just sitting behind a screen and using ChatGPT to conduct their research.
Where Strategy Meets Substance
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Obsessed With: Love
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