Our Commitments and Expectations

Our Commitments & Expectations

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Our Commitments

Two-Way Communication

Nexus will work with Client to establish two-way communication and review processes.
Frequency: Ongoing

Keyword Research & Content Strategy Creation

Nexus will research and compile a master keyword strategy. Nexus will put together a content strategy that will guide the engagement’s content creation activities.
Frequency: 1x every six months with additional research and adjustment as needed

Technical SEO

Nexus commits to providing technical SEO services. Nexus will make recommendations on what technical issues should be addressed and execute based on feedback from the Client. Both teams will put forth their best effort to continuously monitor and address any concerns as they arise.
Frequency: Ongoing

Content Generation

Nexus will create high-quality, relevant content in a variety of formats such as SEO content outlines, on-site blog posts, off-site blog posts, graphics, emails, and evergreen webpages.
Frequency: Ongoing

Content Distribution

Nexus will coordinate with distribution channel partners to share Client’s content on websites relevant to their target sectors. In most cases, partners require unique content to be created specifically for their audiences.

Once Nexus posts content on other websites on behalf of the Client, any changes made to the content and/or removal of the content is at the website owner’s discretion. Nexus is not responsible for any future changes that website owners decide to make.
Frequency: Ongoing

​​Organic Search Tracking & Reporting
Nexus will develop and issue a monthly status report to keep track of progress and highlight focus areas. This report will be reviewed with the client on a monthly call. Nexus will develop an executive summary presentation every 6 months to summarize the progress of the engagement, estimate ROI, and highlight potential opportunities for future growth.
Frequency: Ongoing

Digital PR

Nexus will try to provide introductions via its marketing partnerships that will benefit the Client and the broader partnership network on an ongoing basis and in response to client requests. All introductions are double opt-in so Nexus cannot guarantee any introductions.
Frequency: As needed

Video Creation

Nexus commits to creating engaging and informative video content for the Client to support their marketing efforts based on engagement priorities. The number of videos that the Client receives will be based on the size of the engagement, engagement priorities, and Nexus discretion.
Frequency: As needed

NXUnite Panels

Nexus will try to organize and promote virtual industry panels for the Client, featuring experts from various sectors to discuss relevant topics. The number of panels that the Client may get invited to will be based on the size of the engagement, engagement priorities, and Nexus discretion.
Frequency: As needed

Demo Hours

Nexus commits to organizing and promoting virtual demo hours that the Client can participate in to showcase their products or services. This is based on the size of the engagement, engagement priorities, and Nexus discretion.
Frequency: As needed

Influencer Marketing

Nexus commits to organizing influencer marketing webinars hosted by industry thought leaders to promote the Client’s expertise. This is based on the size of the engagement, engagement priorities, and Nexus discretion.
Frequency: As needed

Client’s Commitments

Two-Way Communication

Client shall work with Nexus to establish two-way communication and review processes.
Frequency: Ongoing

Content Publishing Timeline

Client will try to review content within 2 business days of the content being submitted for review.
Frequency: Ongoing

Data Access

Client will provide Nexus access to the following data sources:

  • Google Analytics
  • Google Search Console

Frequency: Ongoing; access granted within 5 days of signing the Agreement

Marketing Software

No marketing software is required for the Nexus engagement. If additional software is purchased by the Client, they will be responsible for the cost.
Frequency: Ongoing

Reputation Management

Client must commit to allowing Nexus to post on behalf of a representative of the organization, pending Client approval.
Frequency: Ongoing

Partner Introductions

Client must be willing to facilitate introductions with its partners for backlinking and SEO purposes.
Frequency: Ongoing

Content Contribution Permissions

Client should be willing to grant Nexus the necessary technical permissions to add content to its blog, webpages, and staging websites.
Frequency: Ongoing

Get to know our team

Cross-Team Roles & Our Working Relationship

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In order to ensure effective execution and streamlined communication across the two teams, we typically implement the following team structure for our engagements.

For the Client, these roles can be executed by the same person.

Nexus Marketing

Account Manager, responsible for:

  • Being the day-to-day point of contact for the Client
  • Content and authority building strategy development, ongoing project planning, and management of project resources

Lead Copywriter, responsible for:

  • Conceptualizing, writing, and editing all content collateral to drive Client’s online marketing objectives

Graphic Designer, responsible for:

  • Graphic design for Client’s on-site content, off-site partner blog posts, and downloadable resources pursuant to our engagement

Content Publishing Coordinators, responsible for:

  • All off-site outreach and coordination for authority-building and cross-marketing activities

Client

Project Sponsor, responsible for:

  • Overseeing the engagement from a leadership perspective
  • Leadership-level communication and reporting
  • Budgeting and management of top-level scope of the project

Project Lead, responsible for:

  • Assisting Nexus with disseminating engagement strategy and ensuring implementation

Content Review Lead, responsible for:

  • Providing timely feedback on content developed by Nexus, typically within a period of 2 business days
  • Providing feedback that balances brand considerations and SEO requirements, understanding that the faster content is published, the quicker we’ll see an ROI

Learn more about our engagements

Our Engagements: Guiding Principles for Success

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Our agency operates with a handful of guiding principles that underpin our engagements.

Let’s Get To An ROI As Quickly As Possible

Our primary goal for our engagements is to get clients to see a positive return on their investment with our agency as quickly as possible by growing lead generation.

Search Intent Should Drive Content Strategy

Google prioritizes content that matches what it knows users to be searching for. This is called “Search Intent.” Nexus will craft optimization plans and SEO content based on what we know about the intent of searchers looking for a given keyword.

Steady Content Review

SEO is the marathon-training of marketing: slow and steady progress is essential for long term success. Content should be reviewed at a steady rate so it can either be published or be sent to a partner for publication.

Content Quality/Comprehensiveness

To rank for competitive keywords, content should follow SEO best practices. In general, content plans will recommend final state pages to have a word count between 1,000-3,000 words at minimum. This signals to Google that the content dives deeply into a topic area, which helps the page rank as highly as possible.

You Should Love Your Nexus Team

If you are unhappy with your Nexus team, we would like you to share that feedback with us and we’ll do our best to address the feedback. If we are unable to, we will assign new team members to your account. We provide competitive increases to team compensation based on performance.

To adjust for these changes to compensation, the Client should expect an increase in their hourly rate every 12 months operating under the current agreement or in a new agreement

Organic SEO and Conversion Reporting Dashboard for Clients

Organic SEO and Conversion Dashboard for Clients

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When working with Nexus Marketing, one of the most crucial aspects clients are curious about is our reporting process.

How do we track and communicate progress in traffic, keyword rankings, and lead generation? Let’s delve into this.

Live Google Data Studio Dashboard

Shortly after you kick off your engagement with Nexus, you’ll gain access to a live, interactive dashboard on Google Data Studio.

This tool is your window into real-time inbound marketing performance, keyword, and conversion insights, which we’ll review together during our monthly check-ins.

This dashboard, while standardized, is tailored for each client to cater to their unique needs.

Executive Summary: A Clear Snapshot

The dashboard’s homepage features your brand’s logo and an executive summary.

This summary is crafted to be concise yet comprehensive, highlighting key takeaways, current objectives, and notable data points.

It’s designed for easy sharing with your executive team or investors, simplifying the task of communicating high-level insights.

Year-Over-Year Organic Traffic Analysis

Understanding the ebb and flow of your organic traffic is vital.

Our dashboard presents this in various formats – a succinct summary, monthly breakdowns, and detailed analysis by landing page.

This section reveals opportunities and challenges, guiding our strategy for future growth.

Organic Conversions: The Heart of ROI

Arguably the most critical part of our dashboard is the organic conversions analysis.

We look at conversions by type, over time, and by landing page.

This multifaceted view is crucial for identifying which strategies are driving real business results and where to focus our efforts.

Keyword Position Tracking: Staying on Top

Our dashboard integrates with SEMrush campaigns to provide a detailed view of your keyword campaign’s performance.

You’ll see how keywords fluctuate over time, their current positions, and their potential cost impact.

This continuous monitoring is key to adapting and refining our SEO strategies.

Channel Comparison: Understanding the Bigger Picture

Digital marketing is not just about SEO. We compare SEO performance with other channels driving traffic and conversions to your site.

This holistic view helps contextualize SEO within your broader digital marketing ecosystem.

Organic Traffic and Conversion Performance Over Time

Finally, we map out organic traffic against conversions over time.

This longitudinal view helps us gauge the effectiveness of our strategies in not just attracting visitors but also converting them into leads or customers.

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Concluding Thoughts

At Nexus Marketing, our reporting isn’t just about numbers; it’s about insights, strategy, and continuous improvement. Our comprehensive reporting structure is designed to keep you informed, engaged, and ahead in your digital marketing journey.

Custom email content and strategy by Nexus Marketing

Custom Email Content & Strategy Services from Nexus Marketing

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Email content and strategy development from Nexus Marketing can help you expand your reach and maximize the value of the leads generated by your website. Let’s take a look at what to expect from this offering:

Why are we offering email services?

Email is a natural way to help our clients maximize the value of leads generated through SEO. Email can also fill a crucial gap in conversion and retention strategies where SEO leaves off. 

Think about all the visitors your site gets:

  • Some will be ready to convert after reading your SEO content and clicking through to a demo or contact page—great!
  • Others won’t be ready yet, whether that’s because they’re just taking their time or are at an earlier stage of their buying journey. 

But if you can secure their email address through a contact, download, or signup form, you can stay in touch and close the loop. Keep your brand and expertise on prospects’ minds, nurture the lead, promote your products and services, and more.

How does Nexus come in? Creating a consistent flow of new email content takes time—a lot of it—that your team might not have. The Nexus team can produce steady streams of email content for you, adapted to your brand’s voice and goals.

Is email an effective channel?

Email remains a highly effective marketing channel, even in the age of social media.

77% of consumers from all age cohorts prefer seeing email over promotional content on social media. Well-targeted email campaigns can yield ROIs of up to 4200%, $42 in returns per dollar spent, far above other marketing channels.

It’s scalable, measurable, adaptable to your audience and goals, and easily automated (provided you have a steady stream of content!).

What’s included in the Nexus email offering?

When you purchase an email add-on for your Nexus engagement, you’ll get:

  • A package of 10 or 20 emails to send to your subscriber or prospect lists
  • A custom strategy built around your goals and digital marketing collateral
  • Branded graphics for each email
  • Recommendations for timing your email cadence

What types of email streams can Nexus create?

Your package of emails will be tailored to your business’s goals. Here are some of the ways we can frame your email campaigns:

  • Promotional campaigns: Feature product/service highlights, updates, testimonials, and use cases with the goal of driving conversions.
  • Targeted lead nurture campaigns: Create an educational, semi-promotional stream of email content for subscribers to receive after downloading a particular resource from your website.
  • Thought leadership campaigns: Drive more traffic to your valuable onsite content and promote your offsite publications to build your reputation as an industry expert.
  • NXUnite panel follow-up: Getting ready to participate in an NXUnite panel? Make the most of your list of new contacts with a custom email stream to recap your event and orient new subscribers to your business.
  • Ad hoc, mix-and-match emails: Have a different idea, or don’t see yours listed here? No problem. We can develop custom content or campaigns to meet your needs.

How does the process work?

If you’ve added an email expansion to your engagement, what can you expect from your Nexus team? We’ll follow this workflow:

  1. You, your account manager, and your copywriter will meet to discuss objectives and outcomes for your email campaign(s).
  2. We’ll outline a strategy for your package of emails and send it to you for approval.
  3. We’ll draft your email content and send it to you for review.
  4. We’ll incorporate any changes and edits from your team to finalize the email stream.
  5. Start sending your emails and nurturing more leads!


For packages of 10 emails, the project will be completed within a month of kickoff. For packages of 20 emails, the production process will be split into two batches. You’ll be able to start using them right away before the second batch is completed.

Pricing details:

  • 10-email stream: $6,000
  • 20-email stream: $12,000

For lead nurture purposes, it’s best practice to send an email 1-4 times a week. This means a 10-email stream can be used for 3-10 months and a 20-email stream can be used for 5-20 months depending on your preferred frequency.

Example Nexus Email Stream

Take a look at this example to see what you can expect from a Nexus email stream.

Here’s a strategy that we laid out for a SaaS platform that offers products for nonprofits and businesses. We designed a 10-email stream with the objectives of driving increased engagement from nonprofit subscribers and converting free nonprofit users to a paid tier:

Example email strategy for SaaS adoption and upgrades

Here’s one of the emails from the stream:

Example email from a stream designed to drive engagement from free signups

Want to learn more or discuss the details?

Please reach out to your account manager or copywriter. We’ll be happy to chat through what an email strategy might look like for your business.

Contact Nexus Marketing to discuss custom email content and strategy development.

 

The Nexus Content Review Process

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Before publishing new onsite content or submitting offsite content for publication, many Nexus clients prefer to provide a quick review. Your copywriter will then incorporate your edits, follow up on any questions as needed, and move the content forward to start generating SEO power for your website.

What does the content review process look like? What kinds of edits are the most helpful for our team to refine our understanding of your company’s voice? We’ve rounded up everything you need to know about content review:


What to Expect From Us

We primarily use Google Docs to create and share new content rather than Microsoft Word. Since Docs are saved in the cloud, they’re much easier for us to share and update. They also allow us to clearly see the edit history of a document.

If Google Docs are new for your team, please don’t hesitate to ask your account manager or copywriter any questions — we’ll be happy to help!

When new content is ready for your review, your Nexus copywriter will provide you with a link to a Google Doc that contains the content. If we’re sharing a draft of an onsite article or activity, we will also share a link to a preview of an unpublished draft on your website in most cases.

  • When reviewing offsite content, you’ll only need to read the Google Doc and provide any edits or comments directly on the document.
  • When reviewing onsite content, you can review the unpublished blog preview to see how the finished piece will appear once it’s live on your website, but the Google Doc version of the article will be the easiest place to leave specific line edits.

We’ll also provide you with a timeframe or “Review By” date for each new piece of content that requires your review. This helps ensure that we can keep a steady pace of content production and meet any deadlines set by our external publishing partners.

Extremely delayed content review can ultimately harm the productivity and ROI of your Nexus engagement. In some cases of extreme delays, we may give you the heads-up that we’ll move forward with the content in question by a specific date.

That said, we also understand that you’re busy with a variety of responsibilities. If you ever expect that you’ll be unable to review content by the requested date or have any questions, just let us know — we can make adjustments as necessary.


The Content Review Hub

For most engagements, we’ll share content for your review in your “Content Review Hub,” which is housed in your engagement’s “Master Account Spreadsheet.” We recommend creating a bookmark for this spreadsheet, but please reach out to your account manager or copywriter if you’re ever unable to find it.

The Content Review Hub looks like this:

Nexus content review hub

How the Content Review Hub Works

  1. Your copywriter will add new content to the review hub once it’s ready for your review by updating the date fields, activity type, title, link(s), and optional notes/context. We’ll set the status to “Ready for Review.”
  2. You can then check the Review Hub at any time to see new content.
  3. Your copywriter will also send a weekly email to update you on changes made to the hub in the past week. If there are no new pieces ready for your review, we’ll let you know what to expect from us next and when.
  4. Once you’ve reviewed a piece of content, you’ll update the status column to either “Reviewed and Approved” or “Reviewed – Discuss Further” (if you want to discuss the content or would like to see a second draft).
  5. You’ll then reply to your copywriter’s weekly update email to let them know that you’ve finished reviewing one or multiple pieces of content.

How “Review By” Timeframes Work

We’ll ask that new content added to your Review Hub be reviewed by the Friday of the following week. For instance, if a new offsite post is ready for review on a Wednesday, we’ll ask that you finish reviewing it by Friday of the following week.

This timeframe ensures that you’ll always have a feasible turnaround period to review content both before and after receiving our weekly update/reminder email. This will also give you the flexibility to better incorporate content review into your normal schedule, and it ensures that we’re not sharing content in a difficult-to-manage manner.

We encourage you to visit the Review Hub at any point during the week when you’re able to set aside time for reviewing content (not just after receiving our weekly reminder email).

Please let us know if you ever expect that you’ll be unable to meet a deadline so that we can make adjustments.

Alternative Review Processes

In some cases, we’ll opt to use a content review process different from the one outlined above:

  • External project management platforms
    • If your business uses a platform like Trello or Asana to manage marketing tasks, we can use it, too. No need to reinvent the wheel if your team already has a process that works! We’ll just need login credentials and appropriate permissions to post and update tasks.
  • Email-based review of individual articles
    • For non-standard Nexus engagements, it may make sense to manage the content review process solely via email. In this case, your copywriter will email you with new pieces for review along with a “review by” date and any notes. Questions and follow-up will occur on that thread as needed.

Your Nexus account manager will work with you during the onboarding process to determine the content review process that will work best for your engagement. For existing Nexus clients, we can also make adjustments over time if you strongly prefer one process over another — just let us know so that your account manager can discuss it with you soon.

What’s Most Helpful for Us

Feedback on content is most helpful for Nexus copywriters when it’s specific, actionable, and gives us a clearer idea of your preferences that we can carry forward into new content. For instance, rather than highlighting a sentence and asking that it be rewritten, leave a brief comment explaining why it’s not hitting the mark or effectively representing your voice.

For more straightforward diction or stylistic changes, direct line edits in the Google Doc will be most helpful.

We also ask that clients avoid heavily reworking links in content, especially in offsite articles (since the primary goal of these activities is to build authority to specific pages on your website using particular types of anchor text). In onsite content, we have greater flexibility with linking. However, if you strongly prefer that something about a link be changed, please let us know so that we can adjust our strategy as needed.

In onsite content, we use heading tags, image alt text, links, and keyword mentions to signal its relevance to Google. In general, please avoid heavily reworking these technical elements and mentions of relevant keywords. This will ensure the content can perform according to the keyword optimization strategy developed by your copywriter for that article.

If you have bigger-picture feedback on a piece of content or have trouble describing your desired changes, please let us know so that we can discuss and offer potential solutions.

What’s Most Helpful for You?

Our goal is for the content review process to be a collaborative one that helps us effectively capture your brand voice while delivering SEO results. Please don’t hesitate to get in touch with your account manager and/or copywriter if you:

  • Have questions about the content review process or would like to request a process adjustment
  • Have big-picture feedback to discuss that will help your copywriter better represent your brand
  • Want to share new business priorities, preferences, or resources so that they can be incorporated into your content
  • Have any questions about your overall SEO strategy, our content creation process, or anything else

We’ll be happy to answer your questions and chat about your strategy — just let us know!