- First-hand expertise
- Native EN · ES
- Accountable human editing
Content · SEO copywriting · English and Spanish
Content marketing agency: content your customers read and AI can cite
We are a content marketing agency in Mallorca offering strategy, SEO content writing and editing in English and Spanish, built on what only your business knows: clear, answer-first pieces, reviewed by people, built to win customers from Google and AI answers.
Personal reply, No obligation, English, Español
What it is
What content marketing means today
Content marketing means publishing useful information, such as guides, comparisons, answers, videos or newsletters, that supports customers while they research and makes you their reference. Done well, it builds an asset that can work for years and reduce your reliance on ads.
In 2026 the bar is higher. Since March 2024 Google has assessed helpfulness within its core ranking systems, and AI answers now resolve many questions without a click. What lasts adds something of its own: first-hand experience, expert judgement and details found nowhere else.
It suits businesses selling something people research first, such as a treatment, software, a course or a professional service. Your content strategy leans on SEO for the technical base and digital PR for reach.
In depth
Non-commodity content: what only you can tell
Non-commodity content offers a unique, first-hand or expert perspective. Google's AI search guide, updated in July 2026, names it the most influential long-term factor for generative search: the opposite of the generic article any tool writes in seconds.
We find it by interviewing the people doing the work: a hotel on handling arrivals in the small hours, a law firm on the contract mistakes it sees weekly, an olive oil brand on when to harvest. That becomes pieces with verifiable data, original photos and clear authorship.
In depth
Writing for people, Google and AI at once
Writing for AI means writing well for people. Google says there is no need to chunk content or rewrite it for AI. We write clearly for people instead, with a structure that answers first, then goes deeper.
We call it content engineering: headings that are real questions, clear definitions, comparison tables, cited sources and an identifiable author. Each passage stands on its own and can be quoted, which supports your AI visibility; to compete for featured snippets, we pair it with AEO.
Two nuances: FAQ sections still help readers, but since 7 May 2026 FAQ markup no longer earns Google rich results. And pages for every variation of a question, built to manipulate rankings or AI answers, breach the scaled content abuse policy.
In depth
Formats for every stage of the purchase
Each format serves a different moment: spotting a problem, comparing solutions or choosing a supplier. We mix them around your sales cycle and season.
Scripts are produced with our video team, newsletters plug into your marketing automation and distribution is coordinated with your social media.
- Pillar guides that organise a topic and link to specific pieces.
- Service, category and product pages with SEO copywriting.
- Honest comparisons and “how to choose” content.
- Local guides, only where your business genuinely operates.
- Glossaries and answers to your customers' real questions.
- Video scripts, newsletters and social posts.
In depth
Editorial process and AI policy
Every piece has a named, accountable editor. AI helps us research, organise ideas and speed up drafts; people interview, verify, edit and approve. We never enter confidential information into AI tools without your permission.
Marketing copy reviewed by an editor generally falls outside the EU AI Act's labelling duty, though we recommend explaining how you use AI.
- Strategist: goal, intent and structure of each piece.
- Native writer: English or Spanish, never machine translation.
- Accountable editor: checks sources and data, and signs off.
- Your expert: validates technical detail and adds first-hand experience.
In depth
Fewer, better pages: update before you add
Many sites need better content, not more. Before writing, we review what you have: pieces competing for the same search, outdated articles and pages with no visits.
We update what has potential, merge overlaps and retire what adds nothing, with correct redirects. It's the antidote to the scaled low-value content Google's spam policies target, which since May 2026 also apply to its AI responses.
What's included
What our content marketing services include
Eight workstreams, combined to suit your starting point and markets.
Content strategy
Goals, audiences and priority topics by language and intent.
Content audit
Inventory, cannibalisation, outdated pieces and improvement opportunities.
Editorial calendar
A quarterly plan aligned with your season and launches.
SEO copywriting
Service, category, product and article copy written to answer and convert.
Pillar guides and resources
Reference content that earns links and citations.
Updates and consolidation
Improving, merging or retiring content, with redirects.
EN · ES style guide
Your brand's voice, tone and vocabulary in each language.
Multichannel content
Scripts, newsletters and social posts derived from each topic.
How we work
How we approach content, step by step
An editorial cycle that starts by listening to your team. Each phase is set out in our method.
Phase 01 / 06
Listening
Interviews with your team and the questions sales and support hear most.
Phase 02 / 06
Audit and strategy
What you have, what's missing and what to prioritise in each language.
Phase 03 / 06
Brief
Goal, intent, structure, sources and expert for each piece.
Phase 04 / 06
Writing and editing
Draft, fact-check, edit and review by your expert.
Phase 05 / 06
Publishing
Layout, internal links, useful structured data and optimised images.
Phase 06 / 06
Measure and update
A monthly review and updates where needed.
The SERMAN approach
Why do content with SERMAN
Expertise over volume
Fewer pieces with more substance, each with a measurable goal.
Genuinely bilingual
Native English and Spanish, coordinated with international SEO if you sell abroad.
Named human editing
One accountable editor per piece and an AI policy you can read.
What it is not
What we don't do with your content
- No mass AI content published without human review.
- No cloned pages for every search variation or town.
- No invented data, quotes or testimonials.
- No traffic or ranking promises: we promise method and honest measurement.
- No generic environmental claims, such as “eco” or “sustainable”, without evidence.
What we measure
How we measure the return on content
We don't promise traffic; we measure what content contributes to the business.
Organic entrances
Search visits to each piece and topic cluster, by language.
Assisted conversions
Enquiries, bookings or sales that content contributed to.
Impressions in Google's AI
AI Overviews and AI Mode impressions from Search Console's generative AI reports, which show no clicks.
Copilot citations
Pages cited by Copilot, from Bing Webmaster Tools' AI Performance report.
Engagement
Engagement time, reading depth and newsletter sign-ups.
Content health
Pieces losing visibility or cannibalising each other.
Tools & platforms
Tools we work with
- Google Search Console
- Bing Webmaster Tools
- Google Analytics 4
- Looker Studio
- Semrush
- Ahrefs
- Google Trends
- AlsoAsked
- Screaming Frog SEO Spider
- Notion
- Google Docs
- LanguageTool
Who it's for
A particularly good fit if…
- Your team knows a lot, but your website doesn't show it.
- Your blog has posts that bring neither visits nor customers.
- You need a native English copywriter in Spain, plus Spanish copy to match.
- Your customers research before buying: clinics, software, training, hotels or professional firms.
- You want to be the source Google and AI assistants cite.
- Your team has no time to write, but can spare an interview.
Compliance
Rules we apply to content
Applied by default; not a substitute for legal advice.
AI transparency
Article 50 of the EU AI Act, applicable since 2 August 2026, requires disclosure of AI-generated text informing the public on matters of public interest, unless a person with editorial responsibility reviewed it. Our process includes that review.
Environmental claims
EU Directive 2024/825, applicable since 27 September 2026, bans generic claims such as “eco” without recognised excellent environmental performance, and carbon-neutral claims based on offsetting. We use specific, provable claims.
Google spam policies
No scaled content abuse, with or without AI; since May 2026 the policies also cover Google's generative AI responses.
Newsletters and the LSSI
Identifiable commercial messages, emailed only with prior consent or to existing customers about similar products, with an easy unsubscribe.
Industries
Where we apply it
Professional, Financial & B2B Services
Marketing for law, tax and advisory firms, financial services and B2B companies: citable expertise, AI visibility, LinkedIn and a measurable pipeline.
FAQ
Frequently asked questions
What does a content marketing agency do?
A content marketing agency plans, writes and improves the content that attracts and persuades your customers: guides, articles, comparisons, page copy, scripts and newsletters. It also acts as your content strategy agency, measuring what each piece contributes.
Does Google penalise AI-written content?
Not for using AI. What breaches its policies is scaled content abuse: generating many low-value pages by any method, AI included. AI-assisted text enriched by experts can work; an automated article farm can't.
How many blog posts a month do I need to rank?
There's no magic number. Covering your customers' questions well matters more than publishing often, and many sites gain more by updating what they have. Our blog writing services set a pace your team can review properly.
What is the difference between SEO writing and copywriting?
SEO writing makes a text answer a search and helps Google and AI understand it; copywriting gets the reader to act. A good page needs both; SEO copywriting combines structure, a clear answer and selling points.
Do AI-generated texts have to be labelled?
Not always. Since 2 August 2026, the EU AI Act has required disclosure of AI-generated text on matters of public interest unless a person with editorial responsibility reviewed it. Commercial copy rarely qualifies, but transparency always helps.
How do you measure content marketing ROI?
Through organic entrances, assisted conversions and visibility in AI answers, set against production cost. Content works over the medium term, so judge it by the quarter, not the week.
How much do content marketing services cost?
It depends on the number and type of pieces, the languages, the research involved and any content to update. After an audit, we send a tailored quarterly proposal.
Related services
Pairs well with
SEO
Organic visibility on Google and in AI answers: a solid technical base, bilingual content and genuine authority, run as one measurable programme.
Generative Engine Optimization (GEO)
GEO so ChatGPT, Gemini, Claude, Perplexity and Copilot can find, understand and cite your brand, built on solid SEO.
Digital PR & Link Building
Links and brand mentions earned in real media: digital PR that builds your site's authority on Google and makes you a source AI assistants can cite.
Social Media Management
Strategy, content and community in English and Spanish, built to be found inside each platform and to turn followers into customers.
International & Multilingual SEO
International SEO that makes every language and market version of your site findable: architecture, hreflang, native keywords and country tracking.
Insights
Go deeper
1 Oct 2026 · 11 min read · Search & AI visibility
What is generative engine optimization (GEO)? How it differs from SEO and AEO
What GEO is, where the term comes from, how it differs from SEO and AEO, and which levers genuinely help AI answers cite your brand.
Contact
Start with a content audit
We review what you've published, how Google and AI assistants see it and which topics are missing, then propose your first pieces.
Personal reply, No obligation, English, Español
Start with SERMAN
Tell us about your project
First conversation
Diagnosis and proposal