Adam Oakley - Express Writers

Copywriting Services: The Ultimate List of Content Tasks Every Marketer Should Be Delegating

June 19, 2024October 5, 2021 by Adam Oakley

Here’s a big, BIG truth about copywriting: The right words, whether in the form of copy or content, can make a huge difference for your marketing. In fact, good copywriting can change everything. ✨ If you speak to your audience in a way that moves them, inspires them, informs them, or clarifies complicated ideas for them, you’re far more likely to be successful (read: more of everything — more traffic, leads, sales, the works). Good writing serves as a foundation for any brand voice. Without that foundation in place, you’ll never move leads to become loyal customers. Here’s the question: Do you even have TIME to pull off that kind of writing consistently? Most marketers don’t – and that’s okay. Instead, they rely on copywriting services and expert talent. They delegate and outsource to people who write for all types of audiences in all types of industries persuasively, day in, day out. Don’t put your hands in too many pots at once. Don’t forfeit writing quality in favor of just “getting it done.” Your entire content marketing strategy will suffer. ❌ So, what types of copywriting services can you outsource? What should you invest in for better results for brand or your clients? We’ve compiled a complete guide, including pricing averages, right here. Want the cheat sheet to save for later as a PDF? Grab it here. Copywriting Services: The Master List of Content Needs for Your Marketing 1. Social Media Social Media Copy for Each Platform Branded Images 2. Onsite Copywriting Services: Blogging Keyword Research Audience & Topic Research Starter Blogs – Shorter Expert Pieces Authority Blogs – Skyscraper Pieces 3. Onsite Copywriting Services: Web Pages SEO Keywords for Your Web Pages Key Landing Pages Service-Specific SEO Landing Pages 4. Email Content Email Sequences Single Emails to Your List 5. Ad Copy/Sales Pages Conversion Copywriting 6. Copywriting for Marketing Content Ebooks & Lead Magnets Whitepapers PPT/SlideShare Flyers/Brochures Press Releases Video Scripts Product Descriptions Download this guide as a PDF. Your Total Content Needs List: Copywriting Services to Delegate and Invest In Copywriting in social media, onsite blogging, onsite web pages, email copy, marketing copy, and ad copy can and should be on your list of marketing tasks to delegate. Improve your marketing and focus on these copywriting services in each category, starting with social media. [bctt tweet=”The right words, whether in the form of copy or content, can make a huge difference for your marketing. But do you have the time to write consistently? ⌚ Find out what you should outsource for better results! #copywriting ” username=”ExpWriters”] Social Media Social media content forms the base of any promotion plan. It’s a key part of a content strategy because it helps you connect, engage, and build relationships with your audience and followers. While you can and should hand the social media copy reins to an expert, one aspect you should never outsource or automate is personal engagement with your audience. When it comes time for interacting, building relationships, networking, and engaging, this should always be personal. Whether you’re responding to comments, taking part in a Twitter chat, or commenting on someone else’s post, your personal interaction is essential. Don’t rely on a copywriting service to do this for you. The basic tasks of writing solid social posts, however, can and should be delegated. Here are the main types you need as a marketer: 1. Social Media Copy for Each Platform Average price per post: $12 – $14+ For promoting content and building brand awareness, social media copy is essential. You not only need to post regularly on each platform you invest in, but also create social content that uses your brand voice and tone to connect with your target audience. Of course, writing for each platform requires different standards, types of posts, and copy. All of this can be a headache and a half to juggle, which is why it’s a fantastic idea to invest in copywriting services. Here are just a few basic, current standards for the top platforms: On Facebook, short posts with cleaner copy (think: 0-1 hashtags and 0-1 emojis) are proven to work well, according to data from CoSchedule. Including an image or link with your posts is a given, and video content is huge for engagement. Too many overly promotional posts are a no-no. On Instagram, you’d think the emphasis would be on the photo you post, but the caption actually matters a ton, too. The written copy here is a great place to tell stories, engage with your followers, and generally provide added value with your images. Example: Tagging other accounts related to your post, especially influencers/brands, as well as using relevant hashtags both encourages discovery and helps your followers find more content like yours. (A good copywriting service will know and use all the current best practices.) On Twitter, your post copy should be engaging but strategic. Each post should include an image for 150% more engagement, according to data Buffer collected, not to mention a few well-chosen hashtags. When relevant, you should also tag partners, influencers, and related accounts. On LinkedIn, a slightly more professional tone is needed, but posts can still retain your brand voice – just dialed back a little. Longer posts and articles about industry news, events, and developments are great fodder for engagement. On Pinterest, much like Instagram, it isn’t necessarily all about the images. Captions will help users find your pins, not to mention give your pins more context. In particular, writing captions that will stay relevant for the life of a pin (which can be a long time!) helps encourage pinning and re-pinning, not to mention continued clicks to your content from that pin. Express Writers offers copywriting services for ongoing social media posts on the platform(s) of your choice. Our social media writers are up-to-date with best practices for every type of post and know how to create engaging copy that wins. [bctt tweet=”While you can and should hand the social media copy reins … Read more

How to Write an Ebook That Drives Conversions

August 3, 2023September 21, 2021 by Adam Oakley

2014 Success #2: How to Write a Great Ebook for Conversions & Customers

Old-school marketing techniques just don’t cut it anymore. Pop-up ads had their day, but now, 42.7% of worldwide internet users stop them in their tracks with an ad-blocker. On average, people see anywhere between 6,500 and 11,000 ads per day. It’s no surprise that most of us have gone “ad blind” and rarely pay attention to them anymore. Cold calls are also outdated. Only 27% of sales reps believe cold calling is still effective, and the practice has a low 2% success rate. What about PPC and social media? They still work, but studies have shown that content marketing consistently outperforms them by a wide margin. SEO drives a whopping 1,000% more traffic than organic social media, and even Google admits that SEO traffic is 5x greater than PPC. It’s clear that content marketing is the strategy of the present and future. Content marketing comes in many forms, including SEO web articles, blog posts, social media content, videos, online courses, webinars, whitepapers, ebooks, and more. Today, we’re going to focus on ebooks and what they can offer your business in terms of marketing growth. Ready to bring your idea for an ebook to life? Our custom content services from expert-level writers include ebooks starting around $105/page. How to Write an Ebook for Your Business in 6 Steps Ebooks can be a highly profitable part of your content marketing strategy… if they’re done correctly. If you’re wondering whether people still read ebooks, the answer is YES! Harper Collins reported a 38% increase in ebook downloads for the first quarter of 2021. Ebooks can be immensely profitable because they don’t cost you any printing materials or shipping costs to get the product to the customer. Once someone downloads your ebook, it’s immediately accessible. When it comes to business, an ebook is usually written for one of two goals: Revenue: Charging a fee to download your ebook can create a side stream of extra income Conversions & Leads: Offering your ebook for free allows you to share information about your products and services, seasonal offers, and educational information about your industry. There’s a lot that goes into an ebook. Let’s look at the creation steps, starting with… 1. Select a Topic People WANT to Read You might be a brilliant writer, but if you write your ebook on a subject your audience couldn’t care less about, nobody is ever going to read it. Be cognizant of your market niche. You can take a more methodical approach to coming up with your ebook topic by: Using analytical data: Look at the insights from past content you’ve published on your website and social media. Do you notice any themes? Does your audience seem to respond to certain topics better than others? Checking out your competition: What subjects are your competitors writing about? Are people engaging with their content, or not? Sending out surveys: Not sure what your audience is most interested in? Ask them! Run a poll on social media or set up a quick survey that goes out to your email subscribers. SurveyMonkey is a great free tool for this, or you can use Google Forms. Testing the market: Before committing to a full ebook, release the first chapter to your audience and see how they respond. Keep track of the number of downloads and be open to any feedback from beta readers. It’s important to find a balance between what people want to read and what you know how to write. By that, I mean don’t follow the fads and write an ebook about losing weight or making money just because that’s what you think is trending. Chances are, those markets are oversaturated, and your book will be a tiny, unnoticed drop in an ocean dominated by established big names. Stick to your market and expertise. Write what you know. Pro tip: Make sure you choose a topic that has a limited focus but plenty of flexibility for you to address different (but relevant) points. You want to make sure every section ties together, but you don’t want to trap yourself in box and repeat the same information over and over again. 2. Research Before You Write It’s tempting to dive right in and start writing, but the research process is an important phase that needs to happen first. Even if you’re an expert on your chosen topic, you’ll still want to include outside sources such as case studies, statistics, and research. Plus, it’s a good idea to double-check your facts. Read other ebooks within your industry niche and topic to see how you can put a personal spin on information that’s already available for consumers. Making it personal is the best way to help your ebook stand out from the crowd. 3. Create a Clear Outline A word to the wise – without an outline to follow, many writers get stuck within the first few chapters of their ebook. First, decide how you want to format your ebook. Is it going to be a step-by-step solution to a problem? Or will you present your information like a case study, or a research paper? It’s also a good idea to determine the page orientation so you can plan your chapters accordingly for a vertical versus horizontal layout. From there, create the structural base of your ebook with headings and subheadings. Doing this step before you start writing is the easiest way to ensure each section flows smoothly into the next one and your content stays on topic. 4. Find a Quiet, Distraction-Free Place to Write Even seasoned authors can be easily distracted. The best way to make sure you see your ebook through from start to finish without losing your concentration and motivation is to eliminate as many interruptions as possible. Mute your phone and close your open Facebook tab. Over time, you’ll learn your own preferences. Maybe you like to write with music playing, or perhaps you prefer silence. Every writer’s ideal setting for maximum productivity is going to be different. 5. Write … Read more

How to Write a Whitepaper for Your Business

September 27, 2022September 14, 2021 by Adam Oakley

Content marketing has proven its worth time and time again. Don’t just take my word for it. SEO traffic has proven to be five times greater that pay-per-click (PPC) advertising and ten times greater than social media. Google itself says that content could “likely matter more than any other factor” when it comes to SEO. It’s no wonder content marketing is predicted to be worth more than $600 billion by 2024. Content creation is already the top outsourced activity among business-to-consumer (B2C) companies who rely on outsourcing. Content marketing is a complex subject with many different aspects across multiple channels. We’re talking instructional and educational articles, blogs, social media content, ebooks, videos, webinars, whitepapers… and the list goes on. We’ll focus on whitepapers in this article, but this is only a fraction of content marketing and should be one piece of your strategy that includes many other working parts. Need a high-quality whitepaper written for your business? Our done-for-you content services from expert-level writers include whitepapers, starting around $105/page. What Is a Whitepaper? Whitepapers are informational documents that are usually written in an academic style. On average, most whitepapers are approximately 2,500 words. Their primary purpose is to highlight a problem and propose solution(s) while promoting a product or service. A whitepaper is often designed for business-to-business (B2B) marketing, but it can also apply to B2C marketing strategies as well. However, in the case of B2C, this form of content marketing is best suited for prospective customers who are searching for an educational, unbiased publication, not a quirky listicle or typical advertisement. A whitepaper is NOT a: Flashy, image-heavy brochure User manual Technical support document Traditional ad Whitepapers are designed to inform and persuade using facts, statistics, research, studies, and evidence. They aren’t likely to be trending on Facebook, but they can still be a powerful piece of your content marketing strategy to give your business an edge. [bctt tweet=”What is a whitepaper? How can it give your business’ content marketing strategy an edge? How do you write one? ? Find out in this step-by-step guide. ?” username=”ExpWriters”] How to Write a Business Whitepaper in 5 Basic Steps Whitepapers serve a specific marketing need for businesses. They raise awareness, educate consumers and clients, demonstrate a need within a specific industry, and help to establish your business as a leading authority on the subject matter. Also noteworthy – the high quality, relevancy, and usefulness of whitepapers are a plus for SEO. But writing a whitepaper is not for the faint of heart. It takes a lot of preparation, time, motivation, and determination, as well as strong writing skills. After all, you don’t stand out as an expert in your field simply by cranking out an unresearched piece of content in 30 minutes. There’s serious work that goes into a whitepaper. 1. Choose the Right Topic Just like any other piece of content in your marketing strategy, it all starts with selecting a topic that people will want to read. When you’re considering the right subject matter, there are three primary factors that should influence your decision: Audience: Who will be reading your whitepaper? Is it targeting a B2B client, such as a wholesaler partnering with a retailer? Or, if you’re writing for a B2C audience, are you reaching out to established customers who are already familiar with your business and industry, or prospective leads who presumably have little knowledge about the subject? Expertise: A whitepaper can help to establish you as an authority in your industry, so make sure you’re sticking to your strong suits. Your content should be able to offer both internal knowledge as well as external research. Keep your whitepaper focused on your target niche. Solution-Focused Problem: Successful whitepapers identify a timely, relevant problem, and then they also provide a solution to said problem. Even though the format is academic and informational, a whitepaper is still a marketing asset. You need to point out and examine an issue, then propose how you can solve it. Before you dive into the hard work of writing a whitepaper, make sure you read other whitepapers first. In addition to giving you an idea of what to expect, you can also identify knowledge gaps and different angles to build on existing content rather than publishing a redundant whitepaper that rehashes the same ideas already being discussed. 2. Conduct Thorough and Comprehensive Research A high-quality whitepaper is data-focused and supported by credible research. Just like other forms of content you publish, make sure you’re using reliable sources and including citations. Using information from dubious sources is one of the fastest ways to lose your credibility. If possible, include your own internal documents and studies in addition to industry resources, case studies, research, and recent statistics. 3. Draft an Outline that Follows Proper Whitepaper Formatting Unlike a typical business report, which usually summarizes the findings at the top and then dives into greater detail, a whitepaper will feature the conclusion at the end of the document. The beginning should include a well-defined problem statement. Your goal is to take the reader on a journey that starts with examining a problem, then shifts into solutions, and ideally concludes by proving that your product or service is the best option to solve the problem. Think of your outline as the skeleton of your whitepaper. Organizing the points you want to make, as well as your chapters or sections, will help you stay on track so you can escort your reader with a clear, logical flow. 4. Write First, Edit Later Once you have your basic outline, start writing without reservations. It’s easier to dive right in, record all of your thoughts and research, and then go back later to fix errors and rearrange sections if the flow doesn’t feel quite right. It’s tempting to try to edit while you write, but try to resist. It will slow down your process and can even lead to writer’s block. 5. Hook Your Readers with a Strong, Accurate Title A … Read more

How to Write the Most Engaging Social Media Posts

January 13, 2024September 7, 2021 by Adam Oakley

Writing a social media post doesn’t seem overly complicated. Should be pretty straightforward and simple to do, right? Actually, copywriting to attract the right audience from a business standpoint is a little more methodical than you might expect compared to writing social media posts as an individual. There’s a lot more at stake for the business, including a meaningful impact on the brand’s perceived authority, its reach to potential new consumers, engagement rates, and more. Globally, as of July 2021, there are an estimated 4.48 billion social media users (almost 57% of the world’s population). Facebook still reigns supreme with an estimated 2.853 million users, followed by YouTube in second place. Here’s where it gets tricky – each social media platform has its own tips, tricks, algorithms, and best practices. Content that performs well on LinkedIn isn’t likely to see that same success on Twitter or Pinterest if posts are simply copied and pasted uniformly across every channel. Not to worry… we’re here to share the best advice for each social outlet so your content performs no matter where it’s posted. When done correctly, a marketing strategy on social media can reach a lot of people to bring in leads, raise brand awareness, and create conversion opportunities. Need some help writing content for social media? Our experienced, social-media-savvy writers are just a few clicks away with social media content packages. [bctt tweet=”Copywriting to attract the right audience from a business standpoint is a little more methodical than writing social media posts as an individual. (There’s a lot more at stake! ?) Learn how to write posts that won’t fail ?” username=”ExpWriters”] How to Write Social Media Posts That Won’t Fail The good news is, you don’t have to rely on too much trial and error to nail down the best methods for the various social media channels. Why? Because a lot of other people have already done it for you! You can (and should) still monitor your social media analytics to see which posts engage with your unique audience the most, but as far as coming up with a tried-and-true formula, there’s no reason to reinvent the wheel. Follow these tips to rule your social media campaigns. 1. How to Write Facebook Posts That Get Liked and Shared The #1 social media platform isn’t exactly a one-and-done content formula because it handles multiple types of media, and different posting techniques can work well depending on the goal you’re hoping to accomplish. To find success on Facebook, you need to “read the room” and respond to your audience. These guidelines with help you do just that: Video is the best performing content. However, Facebook campaigns are most effective when you vary your types of posts, so mix it up with photos, infographics, text, gifs, memes, blog posts, press releases, links, et cetera. The ideal length for a post is around 40-80 characters. As a general rule, short posts on social media perform better than long ones. End with a question. People are more likely to engage when you reach out to them for their opinions or feedback. Post interesting content, even if it doesn’t pertain directly to your brand. Facebook’s audience has a limited tolerance for self-promotion, which means if you want to keep your followers engaged, it doesn’t hurt to post about more than just your business. Be sure to keep your topics related to your niche, though. Make it visual. Text is easy to scroll past, but graphics help to make people pause while they’re skimming through their newsfeed. Even if you’re publishing a post that’s strictly text, Facebook makes it easy to transform it into a visual graphic. 2. How to Write Effective Tweets on Twitter Posting on Twitter requires smart, concise word choices to convey your message within a limited space. It can take a little extra practice, but once you get the hang of it, your tweets will take off. When posting on Twitter, take this advice into account: Front-load your tweet. Most people on Twitter are skimming through a massive amount of content. Put the most important information at the beginning of your tweet to catch their attention. The ideal length for a tweet is 240+ characters. Twitter increased its character limit from 140 to 280 in 2017, and users seem to appreciate the extra room to express themselves. If you need more than 280 characters, create a thread or add a link to a blog post. Tip: Use a free tool like Bitly to shorten your url and maximize your space. Don’t go overboard with hashtags. Real estate for your tweet is limited – you can’t afford to spend it all on hashtags rather than your actual message. Limit yourself to 1-3 relevant hashtags. Tweet shareable content. Twitter’s audience loves to retweet breaking news, statistics, quotes, jokes, and gifs. Timing is important on Twitter – you don’t want to be the last one to share yesterday’s news. 3. How to Write Engaging Instagram Captions Instagram is all about visual content, but that doesn’t mean you can skate by with insufficient captions. If you want your audience to interact with your content, your words do matter. Start with a bang. Instagram allows up to 2,200 characters. However, it’s important to keep in mind that no more than 125 characters will show beneath your photo. If you want your audience to read your full post, you need to entice them to click “more.” Use emojis. Instagram + emojis = ? For real, though, emojis have proven to be incredibly effective on Instagram. Use relevant hashtags. You’re allowed up to 30 hashtags, but don’t just pick the ones that are currently trending (especially if they don’t really pertain to your media). Instead, try to vary your hashtag use. Select a few broad, popular ones but also mix in some niche-specific hashtags, plus one or two branded ones. For example, Coca-Cola created the branded hashtag #ShareACoke for an Instagram campaign. Break up long text into paragraphs. Instagram … Read more

7 Content Writing Trust Builder Techniques

August 26, 2022August 31, 2021 by Adam Oakley

Now more than ever, brand trust is a deciding factor in your customers’ purchases. What is brand trust? It’s how much your customers trust your reputation – your promises and how you deliver on them with your products and/or services. Customers have expectations about how your brand operates, communicates, and serves them. If those customer expectations are fulfilled time and again, trust gets built. According to Edelman’s 2021 Trust Barometer report, trust now comes second after price when they’re hovering over that “purchase” button in their virtual shopping carts and considering following through. In other words, if the price is right, the next thing your customer thinks is, “Do I trust this brand? Do I trust they’ll deliver what I want/need from this product/service?” If the answer is “YES,” they’re more likely to purchase. Winning brand trust, therefore, is mega-important. A BIG part of that is proving yourself, over and over, in your brand content. That’s what this guide is all about: how to build brand trust with proven content writing techniques. Because if your content isn’t building trust with your audience… It’s worthless. Let’s dive in. ?‍♀️ [bctt tweet=”Trust now comes second after price when customers are deciding whether to buy your products/services. (via @EdelmanPR) How do you BUILD that trust? With these 7 techniques ?✅” username=”ExpWriters”] The Importance of Brand Trust Customers expect SO much from the brands they give their loyalty to – and with good reason. Brands can have a tremendous impact on society, for good or ill. With our products/services, we can make someone’s life easier. We can solve their annoying problems. We can give them joy, utility, time savings, expertise, entertainment, knowledge, growth. That’s not all. With our practices and policies, we have the power to change the conversation on so many issues our audiences care about, whether they’re environmentally-minded or socially-minded. And the bigger your business grows, the more influence you have. So, to build brand trust with your audience, to put it in cliché terms, you need to practice what you preach. You need to put your money where your mouth is. Publishing GREAT content is a perfect place to start. Here are some tips and techniques. 7 Content Writing Techniques That Build Brand Trust 1. Define a Brand Voice and Tone – and Stick to It If your brand as a whole could talk, what would it sound like? How would customers feel if they had a conversation with it? Now imagine each time your customers interact with your brand, it sounds different, like it has a multiple personality disorder. In your emails, you sound peppy and young, like an inexperienced teenager. On your blogs, you sound stiffer and a little too formal. In your social posts, you take on the persona of an older sister with all the right advice. “What is this brand really about?”, your customers might wonder. They might be confused and put off. That’s why pulling off a single voice and tone across ALL your content is essential. Your brand voice needs to be reliable, not all over the place. Your customers should know what they’ll get when they read your content or interact with your company. To make it happen, everyone who touches your content needs to have the same set of guides to follow. Your brand personas, style guide, and image/branding should be documented with rules for writing to and interacting with customers. No brand guides? Then you’ll leave all your creators guessing at how you want to sound, which surely will lead to a brand identity crisis. ? 2. Invest in Consistency This next tip ties into #1, above. Consistency is the ribbon of caramel sauce that should run through your entire content marketing ice cream sundae. Consistency is synonymous with reliability. Stability. Predictability. All things that breed trust. Here are some additional actions that help you stay consistent in content marketing: Post regularly – Ultimately, you want to be a regular presence in the lives of your audience because more contact builds trust faster. The more you show up with great content, the more chances you have to convert them. The key is to post consistently while not compromising on quality – a sweet spot that many creators find challenging. Write with depth always – You should always strive to answer user questions thoroughly in your content. This requires depth, supporting research, and more words than what you’d think. (Hint: That 500-word post probably isn’t going to cut it. Long-form content gets 77.2% more links on average than shorter content AND performs better.) Anticipate that the reader has questions, then go above and beyond providing the answers. Use consistent branding – On your image assets, website, and social pages, keep your branding consistent. It should all read as different pages from the same book. Creating a seamless look among your pages and content helps users remember your brand better, and may also lead to as much as 33% more revenue, according to a Lucidpress study. [bctt tweet=”Consistency is the ribbon of caramel sauce that should run through your entire #contentmarketing ice cream sundae. ?” username=”ExpWriters”] 3. Stay Audience-Focused Is your audience top of mind, all the time? If they’re not, they should be. If you forget to focus on them, who else rises to the top? Most likely, you. Your company. And that’s a no-go for many reasons. Think about it. When a company starts talking about itself and how great it is, that they’re the best in the industry with so many incredible products/services/features, do you start nodding off? Yep. Me, too. The last thing I want to hear about is the company’s greatness when I’m consumed with finding the right solutions for my own problems. Drill that into your brain: Customers do not care about how great you are. They care about solving their problems. That means you should: Aim to be helpful always – If you earnestly want to help your customers, an earnest desire to help will … Read more

How to Write Content That Gets Read by Google and Your Readers (Conversions + SEO)

August 24, 2021 by Adam Oakley

Marketers: Do you spend hours working on each blog for your website? Picture this: You’ve done your research, backed up your articles with meaty facts and statistics, and made sure to stay on topic within your established niche. But months later, those articles still aren’t being read, and they aren’t ranking on Google when people search for your keywords. ? What went wrong? The first and most common diagnosis for content that isn’t performing is it wasn’t written with SEO copywriting in mind. Which begs the question… What is SEO copywriting, and how can you do it in a way that brings in readers and Google? Let’s discuss. What Exactly Is SEO Copywriting? SEO stands for search engine optimization, which means content is optimized to be discovered, indexed, and cataloged in search engines such as Google. Copywriting is the practice of writing ad copy, product descriptions, or other publicly read material meant to influence readers to perform a certain action – for example, buying a product, downloading an ebook, signing up for a newsletter, etcetera. Put the two together, and SEO copywriting results in content designed to rank highly in search engines, provide maximum value, and motivate readers to act in some capacity. [bctt tweet=”You spend hours working on blog content. But months later, those articles still aren’t being read, and they aren’t ranking on Google. ? What went wrong? You’re missing the key: ? SEO copywriting.” username=”ExpWriters”] SEO copywriting is an important part of content marketing. Facts: Search engines begin 68% of all online experiences, and organic searches bring in 53.3% of all website traffic. Of all the search engines, Google remains the top dog with a near monopoly over 90% of web search volume. If you’re writing content solely for your human readers, you likely aren’t using keywords regularly or placing them in the right strategic places. Google isn’t going to catch on and rank your content at the top of the search engine results page (SERP). If you’re writing specifically for Google without much regard for your audience, your content is probably going to sound repetitive and robotic, which means your readers won’t want to read it. It will sound more like an AI wrote it rather than a human who speaks like, well, a human. Proper SEO copywriting requires striking a balance between optimization for both humans and Google. How to Write Content That Gets Read Google’s search algorithm is in a constant state of evolution, which means proper SEO copywriting practices have changed over the years. Content that used to be rewarded for keyword stuffing and other bad practices was later penalized for practically unreadable writing for sane people looking for quality information. The good news is, despite all of the changes over the last decade, there’s a common and reliable theme in every change Google makes to its search quality rating program – an emphasis on value for the readers. Here’s how to deliver that: 1. Go with the Flow Remember those essays you wrote in school? You know, the long, eloquent paragraphs with high-level vocabulary? Yeah, forget all that. Google’s taste is much different than your English professor’s. Search engines want to deliver content that the average reader can skim and easily retain. This means short, punchy paragraphs with a logical flow and clearly defined sections broken up by subheadings. Your content needs to be well organized. Google isn’t keeping this preference a secret – they disclose exactly what they’re looking for in their SEO starter guide: 2. Kill the Fluff Content needs to be valuable to readers. Meaning, don’t string them along. Be selective with your words and get to the point. Don’t turn your article into a creative writing assignment drowning in adjectives, adverbs, and wordy metaphors. Descriptive text is great, and of course your content should be well written and entertaining, but you need to provide value in a timely manner. If someone clicks on your headline promising tips to save money, guess what that reader is expecting? Tips to save money. Not paragraph after paragraph telling your life story or skewing into irrelevant details that have nothing to do with the primary topic. That’s not to say you can’t elaborate on relevant points that offer some value to the theme, but keep it concise before your reader gets bored and leaves your website without reaching the end of your article. Pro tip: Subheadings are not only great for SEO by improving readability, but they’ll also help you stay on track. Planning your headings and subheadings before you even start writing is a quick, easy way to create a loose outline so you don’t accidentally lose focus and start rambling on and on across various tangents. Need help ditching essay-style writing in favor of online writing that actually works? Check out Unlearn Essay Writing, a one-week course that teaches you everything you need to know. 3. Be Trustworthy The epidemic of misinformation in 2020 took a toll on consumer trust when it comes to content in just about every form, from search engines as well as traditional, owned, and social media. People are naturally wary these days. What does that mean for current SEO copywriting if writers want to create content that gets read? In short: Double check your facts. You’re responsible for ensuring you’re publishing verified content your consumers can trust. Ditch the traditional sales pitch. Customers aren’t buying into overpromises, too-good-to-be-true offers, and flashy pitches like they used to. Content marketing is outperforming cold calls and other dying marketing techniques by prioritizing value instead of pushing the sale. Back up your claims. If you’re using data and statistics to prove your point, make sure you aren’t just pulling them out of thin air. Find sources for your content. Use credible links. While linking to qualified sources is good practice anyway, it also factors into Google’s algorithm. If you’re going to provide trustworthy content, you have to link to trustworthy websites that have established online authority. Tools like … Read more

What Google Penguin Cracked Down On, and Why That Still Matters Today

August 26, 2022August 4, 2021 by Adam Oakley

Post Penguin 2.0: How Do I Build SEO Friendly Web Content?

Google is the most popular search engine in the world – it captures over 86% of the market. In 2020, Google processed a mind-blowing 7 billion searches a day! Here’s a review of the top three searches from the past few years: 2018: World Cup, Hurricane Florence, and Mac Miller 2019: Disney Plus, Cameron Boyce, and Nipsey Hussle 2020: Election Results, Coronavirus, and Kobe Bryant When people perform searches, Google sifts through a flood of online content and ranks it by relevance and popularity. Over 90% of visitors click on first-page Google results because those websites are synonymous with quality content. How does Google keep its top results high quality? In 2012, Google introduced Google Penguin – a complex algorithm for detecting and penalizing websites that try and cheat the system through fake links and keyword stuffing. What Is Google Penguin? Ranking high on Google search isn’t a matter of luck. Google is very clear about what they expect from websites. It posts its Webmaster guidelines publicly for everyone to read. Websites that follow these guidelines have a higher chance of ranking near the top of results. What happens when website creators break these guidelines? That’s a question Google wanted to address in their 2012 search algorithm update. Developers designed Google Penguin’s algorithm to search for indicators of websites manipulating the system to steal top result spots – then penalized those websites by pushing them further down in search results. [bctt tweet=”Developers designed Google Penguin ? to search for indicators of websites manipulating the system to steal top result spots – then penalized those websites by de-ranking them. Learn why it still matters for SEO today.” username=”ExpWriters”] Some of the indicators Google Penguin looked for were poor-quality links. These are spam links or links that people purchased with the sole purpose of making a website appear higher quality than it is. Google reported over 3% of search results saw the effect of Google Penguin’s new algorithm. How Update 4.0 Changed Google Penguin Google Penguin went through seven significant updates over the years: Google Penguin – April 24, 2012 Google Penguin 1.1 – March 26, 2012 Google Penguin 1.2 – October 5, 2012 Google Penguin 2.0 – May 22, 2013 Google Penguin 2.1 – October 4, 2013 Google Penguin 3.0 – October 17, 2014 Google Penguin 4.0 – September 23, 2016 The last Google Penguin update, Google Penguin 4.0, brought an end to separate updates. Instead, Google Penguin became part of the core algorithm. The algorithm itself didn’t change. What changed is how Google connected to Penguin. With Google Penguin as part of the core algorithm, websites saw immediate results in their search rankings. Website content creators no longer look at Google Penguin updates for the latest guidelines on website content, but at Google’s algorithms as a whole, since they’re now the same. Another change that took place with Google Penguin 4.0 is how Google punished websites that cheated the system. Screenshot: Search Engine Journal The new update doesn’t punish websites as severely as previous versions. The first Google Penguin updates penalized whole domains for spam links – causing webpages to sometimes drop out of results entirely. Penguin 4.0 only penalizes subpages and specific URLs. The new Penguin update also allows websites to regain their rankings faster by correcting faulty links. The 5 Steps of Google’s Search Algorithm Today What does Google’s algorithm look like today – and how can your website rank on the first page? Google lists five steps that it takes every time someone performs a search. Using these five steps to customize your content, you can gain high rankings while avoiding penalties from Google Penguin. 1. Interprets a Person’s Meaning When you enter a search into Google, the search engine analyzes not just the individual words – but the semantics of your search. This analysis consists of correcting misspellings, including synonyms in results, and identifying the context of the search. Content creators benefit from this algorithm because it means you don’t have to know the exact words people are searching for. Your blog post on “The 5 Best Ways to Clean Your Car” also has a chance to rank when people search “best ways to clean your vehicle”. 2. Finds the Most Relevant Results Have you ever heard of keywords? They’re one of the two most important ranking factors. A keyword is a term or phrase that’s used repeatedly on a page. Repeating a keyword helps Google identify that page as a relevant result for a topic. For example, this post’s keyword is “Google Penguin”. When people search for information on Google Penguin, Google will see how often this post mentions their algorithm and is more likely to suggest a reader visit our website. Not all keywords are equal. Over 92% of keywords get fewer than ten monthly searches. That’s because people don’t always search for the keywords content creators use. If you want to know what keywords people search for, try two easy methods: 1. Begin a search query on Google and write down Google’s suggested searches. 2. Search your page’s topic – then scroll down to the bottom of your search results for related searches. [bctt tweet=”Want to find out what keywords people actually use? ? 1) Search for a topic on Google. ? 2) Write down Google’s suggested searches (the autocomplete text that pops under the search box) and related searches (at the bottom of the page).” username=”ExpWriters”] You can learn how to use keywords most effectively on your site by enrolling in the Expert SEO Content Writer Course. 3. Assesses the Quality of Websites How does Google know if a website is reliable? First, Google’s algorithm looks for popular websites. As people visit, comment, and interact with your site – your site moves up in rankings. Second, Google looks at inbound and outbound links. When other websites link back to your content, Google sees this as a sign that you produce high-quality content. The more sites that link to your website, the … Read more

5 Google SERP Features You Need to Know About & How to Create Feature-Worthy Content

July 13, 2021 by Adam Oakley

Ranking in position #1 on Google is no longer a guaranteed win. Even if you manage to hit the top spot, you will often (not always!) get upstaged by SERP features. Well, that begs the question… First, what are SERP features? They’re special snippets that Google displays to help users find the information they’re looking for faster and easier. Prime example: I want to know how far the sun is from the moon. I open Google and ask: How far is the sun from the moon? Google answers, not just with a list of search results, but with more information presented in SERP features like Knowledge Cards, Related Questions, and Rich Snippets: Some of these features edge out the regular search results – the Knowledge Card, for instance, is in the top-left position on the page, where the #1 result would usually appear. Here’s the thing: Your pages, content, and information can show up in these highly visible, highly desirable spots in SERPS. In many cases, a SERP will have multiple features that take over the page. These essentially become position #0 and will be the first things users see. Position #0 is like the gold at the end of the rainbow for us SEO content creators. By now, your main question has probably morphed into “How do I rank for a SERP feature?” along with “Which features are worth aiming for?” In today’s blog, I’ve got you covered with a list of the SERP features you should care about and tips to rank for each type. Let’s go. 5 SERP Features You Should Know + How to Rank for Them 1. Featured Snippets 2. Related Questions (“People also ask”) 3. Local Packs 4. Knowledge Cards/Panels 5. Rich Snippets How to Find and Track Your Ranking SERP Features in SEMrush Last But Not Least: Organic Search Results Are Still #1 [bctt tweet=”How do you make your content worthy enough to sit on the throne of @Google’s SERP features? ? @JuliaEMcCoy shares 5 SERP features you should know and the best ways to rank for them.” username=”ExpWriters”] Why Scoring a SERP Feature Can Seriously Boost Your SEO Results It’s self-explanatory why scoring one of these positions is AWESOME, but, here are some facts on the matter: According to Ahrefs, Featured Snippets steal away 8.6% of clicks from the organic #1 search result below it. From the same study, Ahrefs found when SERP features appear on a results page, clicks on that page drop overall – probably because people are getting the information they need from the SERP features! A related study found that the above is especially true for pages with Knowledge Graphs, Related Questions, and Featured Snippets. Most importantly, winning SERP features isn’t only for pages in the #1 spot. As long as you rank in the top 10, you have a chance at winning one of these covetable spots on the page. [bctt tweet=”Scoring a SERP feature can steal those clicks from the #1 organic position. For example, Featured Snippets steal away 8.6% of clicks from the search result below it. ? Know more about how ranking for a SERP feature can help you.” username=”ExpWriters”] To sum it up, SERP features do all of this: They’re super visible on search results pages. They steal clicks from the #1 organic position. They lessen the number of clicks on the page overall. They aren’t just for the top 3 ranking pages, or even the top 5 – if you rank on a page, you can edge into a SERP feature. Sounds good, right? Okay, let’s get into the “how.” 5 SERP Features You Should Know + How to Rank for Them 1. Featured Snippets The Featured Snippet is probably the SERP feature with which you’re most familiar. This one shows up at the tippy-top of the page and features an answer to the search query pulled from the text of a web page (usually, the page also ranks for that query). Express Writers currently ranks for a bunch of Featured Snippets, including this one pulled from our post on the Top 100 content marketers: [bctt tweet=”Featured Snippets are @Google’s SERP Features you’re most familiar with. They feature an answer to the search query pulled from the text of a web page. @JuliaEMcCoy shares more about these features and how you can rank for them ?” username=”ExpWriters”] How Do You Rank for a Featured Snippet? Since Featured Snippets usually appear as answers to search queries framed as direct questions (“What do pangolins eat?”, “How far away is the sun?”, or “What is SEO?” are good examples), you need to frame your written content as a definitive answer. Here are some tips: Research long tail keywords phrased as questions to use in your content. These are often great related keywords to include along with your focus keyword. Include those question keywords directly in your content, then answer them. (You can see we used this exact tactic for this sub-section.) Aim to help people in your content. Be informative, factual, and accurate. Format your content to help Google detect your answers. Bold the most important information, or put the answer to the question on its own line. 2. Related Questions (“People also ask”) Another opportunity on the SERPs for ranking is the Related Questions snippet. This SERP feature lists other questions related to your original query that users have asked Google. You’ll find this snippet under the heading “People also ask”. How Do You Rank for Related Questions? Ranking for Related Questions means you’re trying to get featured as an answer that appears when users click the question they want to know more about. Example: Typically, Related Questions are 30 words in length. To rank for this feature, a good practice is to craft a 30-ish-word answer that definitively addresses the biggest question users may have about your main topic. For best results, do this fairly early on in the copy. [bctt tweet=”To rank for the Related Questions SERP feature, better create an … Read more

How to Write a Press Release (Infographic)

January 17, 2022July 6, 2021 by Adam Oakley

Thinking of getting some press buzz for your brand this year? Did you know? Bad press releases can ruin your relationship with the media and make your company look less than credible. That’s why press release writing isn’t a skill you just “know” — it’s one you build and learn. (A journalism major takes four years to earn in college!) The key to writing a good press release? Knowing what to write, who to distribute it to, and using the proper format. Written correctly and with finesse, press releases can help you establish a favorable relationship with the media, not to mention encourage your audience to engage with your brand further. How can businesses create a successful, professional press release for publication online? Let’s deconstruct (and demystify!) the classic press release. ✅ Don’t want to write it yourself? At Express Writers, our expert, journalistically-trained writers craft great press releases at a steal — under $200! See pricing & our service here. [bctt tweet=”Bad press release writing can ruin your relationship with readers and the media, not to mention your reputation. ? GOOD press release writing? A whole different story. ? Learn the how-tos on the @ExpWriters Write Blog:” username=””] How to Write a Press Release: 6 Must-Have Ingredients to Get Your PR Noticed There are many different ways to write press releases. Having these critical elements will help get your organization’s news noticed faster. See the full infographic on SlideShare. How to Write a Press Release 1. Newsworthy Material Think about why your product, event, or service matters to the public. If you can’t answer, “What’s in it for them?” then skip the press release altogether. 2. Objective Tone Write in third person and avoid using “we,” “I,” and “you.” Also avoid emphasis language, hyperbolic claims, and hype flags. 3. Clear and Condensed Information Get to the point upfront and avoid using jargon. If you must use industry terms, define them in the piece. 4. Valid Contact Info There’s nothing worse for a media rep to have than the wrong contact information. Use an up-to-date email and phone number within the media contact text. 5. Excellent Grammar and Spelling Your press release will get crumpled up quickly if there are signs of poor grammar and typos. Proof and re-proof your piece before distributing it. 6. Relevant Quotes from the Sources Whenever possible get a quote from an industry professional or executive. This gives you credibility and helps emphasize the message. The Structure of a Published Press Release How to write a press release is answered with our structure breakdown. (See a live PR example done right from Facebook and TuneCore.) Headline — Short and sweet attention grabber, no more than 65 characters Sub-headline — Builds on the headline, two sentences max. Dateline — The city where the news is originating and the date of the release Lead or intro paragraph — Generally answers the who, what, when, where and why questions; in other words, the facts Body — Minimum of 300 words, ideally no more than 600 words, provides supporting details, quotes, and call to action Boilerplate — Short paragraph with information about the issuing company or organization ### — Journalist PR designated sign that signals the end of the press release Press releases also include a company’s logo and media contact information: at minimum, the name, phone number, and email address for the PR or media relations contact who can answer any questions regarding the material. Don’t want to write it yourself? At Express Writers, our expert, journalistically-trained writers craft great press releases at a steal — under $200! See pricing & our service here. 7 Tips to Write a Press Release That Gets Picked Up Now that you’ve got press release formatting down, let’s dive into content. Here’s how to hone and craft your message for your press release so readers read it and news outlets pick it up. 1. Make Your Message Reader-Focused When writing press releases, you need to know what point you’re trying to get across. Remember, what is newsworthy to you may not be relevant to the press. Take into account who your readers are and make sure your press release will be something interesting to them. Forget why your news matters to the company and focus on why it matters for your reader or customer. This aligns with the media’s goals: to satisfy readers’ curiosity and fulfill their need for relevant information. To help you decide whether your topic is newsworthy enough for a PR, check out this worksheet from PBS. 2. Get Inspiration It’s never wrong to search Google for examples of press releases to use as inspiration for your PR. Look at the structure and format, the tone of voice used, and the information included in the samples you peruse. Don’t forget to check out press releases that have already been written about your topic, and make sure that your particular press release is somehow innovative. If it’s a repeat of something that has already been published, forget it. 3. Stick to the Right Structure A basic press release should follow a certain format. For example, the heading should always be bold and centered at the top of the page. The headline should include your keyword for SEO potential, too. Under your headline, you may put a sub-heading (usually in italics) that further develops your headline. Make sure to use your main keywords here, too. Additionally, pay particular attention to the first paragraph of your press release. Structure it with engagement in mind because usually no one will read beyond the first paragraph. That means you should place all the relevant information right at the top. Follow the traditional structure of the inverted pyramid with the most important information on top and supporting data in the paragraphs to follow. 4. Use Concrete Quotes Never quote the ambiguous “anonymous” in your press release. Quote someone who is an expert or at least has insightful information about the content of your press release. It’s … Read more