The Content Marketing Team

02/06/2026

More content doesn't always mean more traffic.

Often, the best SEO gains come from improving existing content.

✅ Enhance content when a page is ranking but could perform better. Update information, add depth, and optimise for search.

✅ Consolidate content when multiple pages target the same topic or keywords. Combining them can strengthen authority and improve rankings.

Before creating something new, review what you already have. Your biggest opportunity may already be on your website.

Find out more: https://thecontentmarketingteam.co.uk/2026/06/02/content-enhancement-or-consolidation-which-should-you-do-and-when/

Why do content enhancement and consolidation matter? When should you consolidate or enhance your content? And what are the benefits?

29/05/2026

Consumers trust people more than brands which is why UGC and EGC are becoming essential in modern marketing.

🔹 UGC (User Generated Content) = reviews, testimonials, and customer posts
🔹 EGC (Employee Generated Content) = employee insights, behind-the-scenes content, and thought leadership

Together, they add authenticity that polished brand campaigns alone can’t achieve.

✅ UGC builds trust and social proof
✅ EGC showcases culture and credibility

To encourage more of it:

• Create shareable moments
• Make content easy to share
• Encourage employees to post and participate

People connect with real voices first — and brands benefit from that trust.

Find out more: https://thecontentmarketingteam.co.uk/2026/05/28/ugc-and-egc-the-authentic-content-playbook-for-brands/

13/05/2026

Where’s the evidence that AI generated content negatively affects SEO?

Right here https://thecontentmarketingteam.co.uk/2026/04/20/the-truth-about-ai-generated-content/

05/05/2026

Still creating blog posts in isolation? You could be missing out on traffic and authority.

Topic clusters organise content around a central theme:
• A pillar page (overview)
• Supporting subpages (deep dives)
• All internally linked

Why it matters:
This approach can drive ~30% more organic traffic and improve visibility faster.

Benefits:
• Stronger SEO authority
• Better user experience
• Rankings across multiple keywords

🛠️ How to get started:
1. Choose a broad topic
2. Do keyword research
3. Map pillar + subpages
4. Create & internally link content
5. Track performance

🚀 Bottom line: SEO today isn’t about single posts—it’s about connected content ecosystems.

Read more about how to create topic clusters: https://thecontentmarketingteam.co.uk/2026/05/05/how-to-create-a-topic-cluster-a-step-by-step-guide/

21/04/2026

AI-generated content isn’t the shortcut many think it is.

While tools like ChatGPT can produce articles in seconds, they rely on existing information—often resulting in generic, repetitive, and sometimes inaccurate content.

And Google is catching on.

Data shows unedited AI content may perform well briefly, but rankings can quickly collapse. Sites using low-value, scaled AI content have seen traffic drops of up to 60–80% after recent updates.

So what works? Find out here:

What is AI content? How can you tell if content is AI generated? And what impact does it have on SEO? Find out why humans should write content not LLMs.

26/03/2026

The Power of Storytelling in the Charity Sector.

Statistics inform people.

Stories move them.

The most effective charity content focuses on human-centred storytelling.

A powerful structure is simple:

1️⃣ The problem

2️⃣ How the organisation helps

3️⃣ The impact created

Individual stories almost always resonate more strongly than broad statistics.

And one important shift in messaging:

Instead of saying

“Our charity achieved this”

Say

“Your support made this possible.”

Supporters should feel like the hero of the story.

Find out more here: https://thecontentmarketingteam.co.uk/about-us/sectors/

17/03/2026

Do meta descriptions still matter in 2026? Short answer: yes.

Despite the rise of AI-generated snippets and evolving SERPs, meta descriptions remain a key part of search performance—not for rankings, but for click-through rate (CTR) and user experience.

👉 Google may rewrite them, but well-crafted meta descriptions still:
• Set clear expectations for users
• Differentiate your result from competitors
• Increase the likelihood of clicks (by ~5.8% on average)
Think of them less as an SEO ranking tool and more as ad copy for your search listing.

Key takeaways:
• Prioritise high-traffic, high-converting, and near-page-1 pages
• Optimise pages with high impressions but low CTR
• Avoid duplication and keyword stuffing
• Focus on search intent and write for humans, not algorithms
• Aim for ~120–158 characters with a clear value proposition + CTA

Even if Google rewrites them, strong meta descriptions improve relevance and user engagement—making them well worth the effort.

Bottom line: Meta descriptions aren’t dead—they’ve just evolved into a conversion tool within search.

Find out more:

Learn why meta descriptions still matter in 2026. Follow our easy tips to drive up CTR and UX with meta descriptions optimised for search.

13/02/2026

Practising what we preach 😉

You may have heard us banging on about the value of FAQs in formatting web content for Google and LLMs (AI).

So we’ve researched the top 20 FAQs users have about content marketing for charities in the not for profit sector. And then spent a good while answering each one from scratch.

Check them out here: https://thecontentmarketingteam.co.uk/about-us/sectors/

09/02/2026

We gifted a free blog post to YHA England and Wales for Christmas🎄

Within a month it had made first position on Google for two key search terms as well as over £600 in hostel bookings.

Here’s how we did it:

Find out how a free blog post made first position on Google for two key search terms as well as over £600 within one month of being published.

14/01/2026

Have you heard of ‘Search Everywhere Optimisation’ or SEOx?

How does it differ from traditional SEO?

And most importantly, how can you optimise for it?

The rise of Search Everywhere (SEOx). Why SEO is no longer just about Google in 2026. Actionable ways to optimise content for Search Everywhere.