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7 Tips to Create Browsable Content for Web and Mobile Optimization

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7 Tips to Create Browsable Content for Web and Mobile Optimization

There is a very high chance you are reading these posts on your smartphone. Smartphone usage is increasing, right along with smartphone capabilities. Phones have changed so much over the years. In your teens or young adulthood, you most likely only used cell phones to make calls, send text messages, and play the game Snake. Now, you have the entire internet at your fingertips. Because smartphones act as computers for many uses, users are no longer only restricted to using a computer for their daily browsing. After all, why haul around a heavy laptop when you can shop, game, and browse on a lightweight smartphone? Browsing content on mobile devices comes with its unique challenges. Is your content prepared for mobile optimization? We’ll walk you through seven tips on how to optimize your website for mobile readers by making it more browsable. How Is Mobile Usage Changing Content Marketing? A startling 95% of the U.S. own a smartphone. By 2025, an estimated 72% of internet users will be using smartphones to access the internet. That means three in every four website visitors may be logging on from their phones. Mobile optimization for this change can take many forms. You’ll first want to look over the technical aspects of your site. Make sure your site runs on both web browsers and smartphone browsers.  A crucial part of optimizing for smartphones is keeping your images, video, and other media small so they don’t bog down mobile devices. You will also want to ensure your smartphone navigation is easy to use. Once you have your technical details ironed out, it’s time to dig deeper into your content on the device and how people interact with content on their smartphones. Think of the last time you read an article on a smartphone. While you may have sat down to read the article thoroughly, much of phone usage includes scrolling and quickly browsing. The user may not even have a specific end goal in mind. When you want to access something on the laptop, you must be intentional about the process. After all, laptops aren’t convenient to pull out anytime to check a quick fact. Those who use laptops do so with a specific purpose. However, phones are accessible at all times. Because of how often your smartphone visitors might visit your site to browse rather than sit down and digest content, you will want your content to be easily digestible for readers who want quick snippets on the go. What Are the Benefits of Browsable Content for Mobile Optimization? You don’t need to target serious readers ready to study your 2,000-word blog post to succeed. Mobile optimization through browsable content has several benefits. These benefits are not just for those reading on a smartphone but also for people browsing on their computer. Readers Can Find Information Easily What is one of the easiest books to navigate? I would argue it’s the dictionary or an encyclopedia. All the information is divided into chapters and in an organized manner. You can search by topic and first letter to find what you need to know. Browsable content has an organization that allows users to quickly identify what they need without spending hours scanning your copy, making your content convenient for smartphone users. You Can Keep Your Audience Engaged Longer There is a widely cited fact that people have an attention span of just 8.25 seconds. This may feel accurate with how short everything is becoming in the world. Ads are shortening, people speed up their videos (we all know you do it for those Loom videos!), and the use of short-form videos like TikTok is becoming more popular. There is even evidence that filmmakers are shortening their shots in movies to hold the viewer’s attention longer. However, how accurate is that information? Netflix’s data shows a different story, as people can spend hours watching a show. Social media usage also reflects how long people spend scrolling. That’s because how you engage with content will drastically alter your attention span. That’s why you might have no problem binge-watching your favorite show on TV but struggle to read a financial report from your CFO. When you create browsable content, you help connect with the reader and hold their attention longer. It’s a more engaging format, especially if paired with top-quality content. Your Content Is Easier to Digest Having small sections of content broken up is easier for people to process. It’s like reading a book broken up with chapters where you can focus on one topic at a time, helping you absorb the information in small increments rather than all at once. Because people who browse content on mobile devices can do so from anywhere, distractions may often exist around them. They aren’t just reading your content in a home office on their computer. They could be watching TV, on a lunch break, or riding the metro to work. Keeping your content easy to absorb makes reading more convenient in busy environments and on the go. You Can Rank for Snippets Browsable content helps with reading and improves your search engine ranking. Google is also catching on that more and more people prefer bite-sized nuggets of information. That’s why you will see a People Also Ask section, and now Google offers an AI Overview. Both items pull snippets of information from online content so readers can find quick answers. When you create quick answers for your readers, Google can use those short, easy-to-digest answers in their snippets, improving your search engine ranking alongside your readability. 7 Mobile Optimization Tips to Create Browsable Content If you want the benefits of browsable content, use these seven tips to optimize your blogs for mobile and web browsing. 1. Add Frequent Headings Headings will be your best friend for browsable content. They are like your chapter headings that tell people what they can find in each section. Break up your content with frequent headings to make finding exact information easy. They can … Read more

Do You Need a Niche Writer? Explore 9 Niches Our Experts Cover

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Would you let the receptionist at your doctor’s office diagnose your illness? Probably not. Then why would you hire a generalist writer to cover niche content?  It can be tempting to let your business slide by with generic website content as long as you’re ranking in search engines. But to truly turn those clicks into conversions, you need to stand out from the generic competition.  You need a niche writer.  What Is a Niche Writer? A niche writer specializes in creating content for a specific industry or topic. Cruise travel writers and engineering technical writers are two examples. Unlike content generalists, niche writers deeply understand industry terminology, trends, challenges, and customer needs. For instance, a legal writer will understand compliance standards and legal jargon, while a medical writer will know how to create accurate and empathetic content for healthcare providers and patients. This level of expertise ensures that the content resonates with its intended audience, builds trust, and positions your brand as a thought leader. In today’s AI-focused world, having a niche writer on your team is necessary. Generic content often gets lost in the noise, but in-depth, industry-specific content written by experts can set you apart. Why Hire a Niche Writer? You may have heard the term “jack of all trades, master of none.” A content generalist is sort of like this. They may have writing talent and SEO skills but lack the depth of knowledge required to serve your customers’ specific needs. Expert writers not only provide accurate and relevant content but also inspire customers’ trust and loyalty through increased brand authority. Niche writers offer benefits you can take to the bank. One business even saw a 300% increase in organic revenue by adding expert content to their website. Here are a few reasons why using a niche writer can be a total game-changer for your business. Earn Customer Trust and Loyalty with Topical Authority Your customers are smart. They know the difference between surface-level content and truly insightful information. And they’re more likely to trust and stay loyal to a company that provides the expert knowledge they need. An Edelman Trust Barometer special report found that consumer trust drives business growth more than ever. Over half of consumers surveyed proclaimed their loyalty (and their money) to brands they trust.  By investing in a niche writer, you show your audience that you understand their needs, pain points, and goals — and that they can trust you as an industry authority. Grow Your Customer Base with Higher Rankings  A website with in-depth, well-researched coverage of a topic will land higher on a search engine results page than one with a few superficial articles. This is partially thanks to topical authority — a measure of how well your content is valued within its industry by search engines. Additionally, Google’s updated E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) ranking guidelines emphasize the importance of high-quality, first-hand insights, reinforcing the need for expert-driven content.  Backlinko’s 2024 SEO analysis highlights this shift, showing that expert voices are now more critical than ever. Customers naturally gravitate toward brands that demonstrate credibility through professional authorship. This trend is echoed by Surfer SEO’s recent survey, where 90% of SEO professionals identified topical authority as essential to their strategy.  A niche writer understands the nuances of your industry. They know specific phrases and search terms your target audience uses. They’ll craft content that naturally incorporates these keywords while providing real value to readers, leading to higher rankings on search engine results pages. Better rankings mean more visibility, more clicks, and ultimately more conversions. Avoid Spreading Misinformation In some industries, accuracy is non-negotiable. Imagine a medical article providing outdated or incorrect information, or a legal guide omitting critical compliance details. Inaccurate content can lead to serious consequences for your readers — and your reputation.  Expert writers ensure that your content is well-researched, up-to-date, and credible.   9 Niches Our Experts Cover Finding a talented and knowledgeable writer isn’t easy. We source writers who are not only skilled in their craft but also subject matter authorities in their field. We make sure our niche writers are relevant, coming from industries with some of the fastest-growing businesses, according to Merchant Machine’s global analysis. Here are nine (of the many) niches our experts cover. 1. Financial Money may not buy happiness, but it does power economies. Our financial writers understand complex topics like investment strategies, retirement planning, tax laws, and financial regulations. We hire financial experts with experience across all sectors like crypto, accounting, banking, and insurance. Whether you need whitepapers for institutional investors or blog posts for everyday savers, our financial writers create content that’s clear, actionable, and tailored to your audience’s knowledge level. 2. Medical The healthcare industry thrives on trust and accuracy. From patient education materials to marketing content for medical devices, our writers specialize in creating content that is both empathetic and scientifically accurate. Wellness, fitness, pharmaceuticals, and biotechnology are just a few areas we cover. Need proof? Read our article about why hiring a medical writer can be a critical choice.  3. Construction In an industry built on precision, our construction writers lay a strong foundation for your niche content. We write for contractors, architects, and suppliers, covering topics like sustainable building practices, industry trends, and project management strategies. Our writers can craft everything from case studies about successful projects to instructional guides for specialized equipment. 4. Manufacturing Manufacturing is the backbone of innovation, and our manufacturing writers bring technical expertise to this critical sector. Whether you’re a small-scale producer or a global industrial giant, we craft content that showcases your products, processes, and achievements. Think product manuals, whitepapers on industry advancements, or marketing materials that demystify complex manufacturing processes. 5. Legal The legal industry relies on precision and compliance, and our legal writers deliver on both fronts. They can create content that simplifies legal concepts for a general audience or dive deep into legal nuances for professionals. From writing about contract law to producing content for law … Read more

Content Creation Made Easy: 5 Benefits of Hiring an All-in-One Digital Content Marketing Team

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About 83% of digital marketers and content creators report prioritizing quality over quantity in their current digital content marketing strategies. Thanks to generative AI and other automation tools, mass content creation has never been easier. However, these recent strides in technology automation have not made it any less challenging to consistently produce valuable, engaging material.   If anything, the recent barrage of developments in digital content creation tools has left many in the field feeling overwhelmed and technology-fatigued. Already, nearly half — 45% — of sales and marketing professionals would prefer to reduce the sheer number of tools in their technology stacks. As such, an industry shift toward quality-over-quantity tactics makes the content creation process even more resource-intensive, requiring dedicated talent across writing, editing, design, and strategy. To meet these demands, companies are also ramping up their content marketing budgets, with 50% of marketers increasing their investment in content marketing this year. However, with rising investments comes the challenge of managing numerous moving parts. Many teams find themselves juggling various tools and platforms to coordinate efforts for a death march pace of daily publication across multiple channels. Express Writers offers a simple solution to this challenge. By centralizing all aspects of content creation — from strategy to final edits — in one capable agency, businesses can keep their teams on their primary tasks, while still ensuring timely delivery of top-quality content and dispensing outright with the hassle of managing separate contributors. The Complexity of Modern Content Creation  You probably know all too well how time and resource-intensive it is to manage content creation internally or with fragmented freelancers. Regardless of size and budget, all companies face the logistical complexity of coordinating multiple roles. For large corporate organizations, acquiring and retaining a diverse range of specialized content creation talents is at least feasible, even if it’s not particularly easy.  However, if you’re already outsourcing writing, it’s unlikely you’ve got the necessary resources to bring it all in-house. So, the familiar time and resource drain remains formidable. Marketing teams must dedicate substantial hours to briefing and managing separate roles — earning you repetitive feedback loops and increased project timelines in the process. Additionally, your already over-tasked teams still need to track individual deadlines, align multiple schedules, and ensure consistency across outputs that require ongoing administrative oversight. It’s altogether unsurprising that this patchwork process diverts focus from your primary business goals.  For companies looking to scale content, these operational inefficiencies only multiply with growth, limiting your ability to produce high-quality work quickly. What, then, does the alternative look like? What Do You Get from an All-in-One Digital Content Marketing Team? Here are some of the benefits you can expect from handing over your entire digital content creation process to an all-in-one agency. 1. Streamlined Communication When businesses work with Express Writers, they are assigned a dedicated content manager to serve as a single point of contact for all their content needs. This structure eliminates the need for back-and-forth with multiple freelancers or team members across different stages of your process. Instead, your content manager oversees everything — from initial strategy and briefing to coordinating edits and final delivery. With a single contact managing the entire team, businesses save considerable time and cut down on the casual miscommunications that plague processes requiring constant communication with multiple contributors. Your content manager keeps writers, editors, and designers on task, working cohesively toward shared goals and timely delivery. This setup improves efficiency and allows our clients to focus on what they do best. 2. Efficient Project Management Our all-in-one content team provides a structured, efficient approach to project management. At Express Writers, your content manager coordinates all phases of your projects, from initial planning to final edits. Having proactive oversight prevents common delays caused by independent contractors who typically work at varying speeds and create bottlenecks in the content pipeline. With each contributor aligned to the same timeline and quality standards, your team can transition from one stage to the next, with no accumulating downtime. Your writers, editors, and designers are always working with a shared understanding of your project’s priorities and deadlines. As a result, clients receive their content on time and consistently meet their marketing goals without last-minute rushes or missed opportunities. 3. Access to Specialized Talent and Expertise When clients sign on for our end-to-end content creation process, they gain access to a range of specialized experts across multiple content formats and professional fields. Rather than relying on a single generalist, our team includes skilled writers, editors, graphic designers, and video editors, each with extensive experience in their respective fields. As such, each element of your content — from written copy to visual media — gets the attention of an expert who understands the nuances of their field. For instance, our graphic designers create visuals with an eye for both enhancing written content and aligning with your unique brand standards and identity. Meanwhile, our video editors craft engaging video content designed to resonate with today’s audiences. By having a full roster of specialists, our clients don’t need to source talent independently. This saves them time and guarantees high-quality, polished results. 4. Consistent Quality Control In our experience, one of the most challenging parts of the digital content creation process to bring in-house is consistent quality control for every deliverable. At Express Writers, every piece of content we create for you passes through a structured quality assurance (QA) process, involving editors and QA specialists rigorously reviewing each detail for accuracy, readability, and brand alignment. We do more than just catch typos. We use the consensus of several pairs of eyes to guarantee your content exactly captures your brand’s voice and takes advantage of up-to-date insights into what appeals to contemporary audiences. When we create content for our clients, each piece undergoes a multi-step review. Writers bring their expertise to the draft, editors refine it for tone and clarity, and QA specialists confirm it’s polished, ready for publication, and free of any technical or formatting errors. … Read more

Ways You Can Increase Your Profits with a Financial Writer

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Are you a financial advisor, banking, investment, or accounting firm with an online presence? Do you have a blog, social media accounts, or an FAQ section on your website? If so, hiring a financial writer to help you create accurate and relevant content can increase your profits.  Why do you need high-quality digital marketing content?  According to Think with Google, more than 86% of investors spend at least an hour researching available services and products.  About 76% of tax preparation clients, 85% of check cashing clients, and 90% of mortgage and loan customers start their journey with an internet search.  An online presence can help you establish yourself as a financial expert and attract new prospects. Financial services providers can use blog posts, online articles, website resources, emails, and newsletters to build a strong and profitable relationship with their audience.  If you provide financial products and services and are struggling to publish quality and engaging content, consider hiring an established financial content writer.  Continue reading to learn the definition of a financial writer and how these experts can help you boost your content marketing efforts and improve your business’s bottom line.  What Is a Financial Writer? Financial writers create content related to investing, accounting, banking, budgeting, and insurance, among other topics. These professionals play an essential role in the financial industry, and their information guides readers through important financial decisions.  These writing experts rely on their excellent research, writing, and financial skills to create quality content that resonates with the target audience. Good financial content writers must have:  A Good Understanding of the Financial Sector: Good financial marketers have a background in finance. These experts understand finance topics like investing, accounting, taxes, and personal finances.  Impeccable Writing Skills: These writers have a good grasp of grammar, spelling, voice, and tone. They can break down complicated financial jargon into simple, easy-to-read material.  Formidable Digital Marketing Skills: Established writers understand how to create optimized content that can reach the target audience. They know how to use SEO techniques, graphics, and various article formats to create highly impactful content.  Familiarity with the Latest Online Trends: Financial topics may sound boring. Financial content marketing experts can use the latest internet trends, like memes, GIFs, and popular online terminology, to curate highly engaging content that readers find enjoyable.  What Do Financial Writers Do? Financial writing experts normally work with banking, accounting, tax preparation, loans and mortgages, check cashing, and financial advisory services providers. These experts provide a variety of content writing services, including:  Originating Topics: These experts can help you select the most popular finance topics to write about.  Keyword Research: A financial writer can research the keywords to be included in your content to make it more discoverable by readers using specific search terms.  Writing Blogs and Articles: This involves creating useful and relevant blog posts to be published on your brand’s blog or as guest posts on other sites. All articles and blogs should align with your digital marketing objectives and keyword research. A professional writer can craft educational, opinion, and analytical articles and blogs.  Email Campaigns: Professional writers can help you develop highly effective email campaigns, newsletters, and press releases to follow up on actions they have taken (like making a purchase or subscribing), inform clients and prospects about new services and products, and more.   Web Content: Expert writers can craft accurate and relevant content to be published on your website, including the About Us page, Home page, service pages, and Frequently Asked Questions (FAQs), among others.  White Papers: Need official reports/white papers for your financial services business? A dedicated financial content writer can help you develop what you need.  Product Descriptions: Do you offer financial products? A professional writer can help you craft brief, accurate, attractive, and clear product descriptions for your prospects.  Landing Pages: These pages provide more information on offers made through your email campaigns.  Social Media Posts: Build a formidable social media following with the help of a financial writer who can create memorable and engaging social media captions. These posts can be used to share important financial sector developments with your followers.   Regardless of the specific type of financial services you provide, you must create most, if not all, of the different types of content outlined above. Use the services of a qualified financial marketer for the best outcome. These experts ensure relevance, clarity, accuracy, and consistency in their writing while staying true to your brand’s guidelines.  Ways a Financial Writer Can Help Boost Your Profits Working with a financial writer can help improve your bottom line in the following ways. 1. Increased Web Traffic A financial writer can help boost your profits by increasing user traffic to your website.  Publishing quality SEO-optimized articles can improve your site’s ranking in search results. This puts your content in front of your audience more often. The top three organic search results get more than 68% of all clicks on Google.  To create top-ranking content that is attractive to search engine algorithms, dedicated writers take the time to identify the right focus keywords. This involves looking for keywords that generate a lot of search volume but are not properly addressed by the content published by your competitors.  Simply writing a great piece of content is not enough. You need to optimize it through proper keyword placement. You can attract new customers to your site with the perfect blend of engagement and optimization. 2. Higher Conversion Rates Drawing readers to your site is only part of the puzzle. To generate more sales, you must be able to provide them with the solutions or answers they seek. A financial content writer can help you convert more readers into customers in two ways:  Addressing the Readers’ Pain Points: An experienced writer can craft relevant and informative blog posts that answer the reader’s questions. These professionals can also come up with accurate descriptions of your products and services. All this information helps establish a trusting relationship with the reader. Even if they don’t … Read more

It’s Time to Update Your E-Commerce Content Marketing

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AI has come a long way since it first debuted. From being nothing more than a bag of bolts to running a vast majority of our everyday lives, it seems unlikely that it will be taking a backseat to the future of technology. With some feeling reminiscent of the turn of the century when the internet put messengers out of jobs, it is understandable that there is an ever-growing pressure to “join in on the future.”  Embracing AI is inevitable, but this article provides expert-backed insight on why you should update your e-commerce content marketing strategy with human-optimized listings.  The Importance of Keeping E-Commerce Listings Updated E-commerce content demands shift with algorithm changes, trends, and customer expectations. Staying on top of these changes might seem daunting, but those willing to go the distance may benefit from a positive impact on key performance metrics on e-commerce platforms. Below are a few reasons why you should ensure your content is regularly updated.  Changes in Algorithms Search algorithms are king for generating traffic for your e-commerce website. We might not know exactly what’s behind the complex analysis performed by these algorithms, but a great rule of thumb is to remember that algorithms prioritize content designed for humans.  The term “designed for humans” requires in-depth dissecting as it offers the most insight on how to tailor content to suit the various steps in your customer’s purchasing journey.  To ensure your content remains visible to your customers, you should ensure it reads well and adequately satisfies the search query that directed them to your platform in the first place.  Changes in Consumer Behaviors You might already know this, but companies are spending a fortune on data collection on their consumers. This is all in an attempt to understand and utilize consumer behaviors in e-commerce. Buyers’ needs and expectations change rapidly, often outpacing how fast businesses can adapt.  Regularly updating your listings with relevant, engaging, and high-quality content is the best way to ensure you stay ahead of the curve and benefit from new market opportunities.  Competitive Advantage If you’re selling on an e-commerce platform, you’re no stranger to competition and know the importance of standing out from the crowd. Creating content that not only aligns with your brand values but also reflects your commitment to quality is just another step to ensuring you outshine your competitors and retain the lion’s share of traffic generated from a search query. The Limitations of AI in E-Commerce Content Creation: Where Human Content Shines  On a recent project for a client, we got to see just how important the “human touch” is when creating e-commerce content. Loctite is an industry leader in the construction industry, with its niche centering around adhesives such as world-leading specialty glues.  The company approached us to revamp their e-commerce listings and essentially “breathe new life” into them, as they were outdated, generic, and irrelevant to their consumers. Their content strategy involved drafting content from AI, which resulted in content that sounded and read okay but did not provide value to the customer.  Using this real-world scenario, below is an analysis of where the disparities between AI content creation and human content creation become clear.  Differentiating Similar Products As mentioned earlier, Loctite deals with a wide range of products that sometimes overlap in utility, chemical, and structural formulas or physical properties. Their line of super glues, for example, consists of gel super glues, liquid super glues, and specialty super glues.  In its first AI draft, the language model showed an obvious struggle in creating unique selling points to match the sometimes subtle differences between the super glues. However, from the human perspective, a writer can efficiently review the product, identify the unique selling point, and create content around how this product would directly benefit the customer.  Unique Selling Points: Maintaining Relevance Where AI could correctly identify unique selling points, it often struggled to highlight how they may be relevant to the customer, overlooked better selling points, or prioritized selling points that might not be of particular interest to the customer. An excellent example of this is AI doing a deep dive into how advanced Loctite’s formulas are in a manner that borders on a chemistry lecture.  Ideally, the human writer could point out how the advanced formula can benefit DIYers and professionals who prioritize an extra strong bond with added flexibility.  Keyword Optimization It is impossible to overemphasize the importance of keywords in e-commerce content marketing. Recently, AI language models have gained the capability of incorporating keywords throughout the length of the content. However, its efficiency at doing this can be likened to slapping a band-aid onto a gaping wound (it’s not exactly useless, but it wouldn’t go so far as to save your life). In e-commerce content marketing, keywords must be incorporated to sound natural to the customer.  This not only avoids a salesy tone but also lets algorithms know that your content is of high quality, allowing you to rank higher.  Brand Style and Unique Voice Loctite’s super glues are known as record holders in the Guinness Book of World Records. However, an AI’s ability to remember that Loctite’s super glues can lift cars is not as good as a human writer’s. Similarly, AI struggles to get the full picture when capturing your brand’s unique style and voice.  Additionally, if you have adopted unique writing styles or voice techniques for your brand, AI will fall short of embodying these in your content strategy for e-commerce.  Improving Customer Connection We are still a long way off from realizing Alex Proyas’ I, Robot dream of empathetic AIs. Current-day Sonny is incapable of understanding the customer journey, and its automated content doesn’t mirror the everyday frustrations your customers seek solutions to.  However, a human writer can envision themselves using your products (if they haven’t used them already), which poses the obvious advantage of creating content that connects with your customers.  The Art of Product Description Crafting product descriptions requires a multifaceted approach. From the infographics to the captions … Read more

Do You Need a Medical Writer? (6 Reasons You Do)

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Do you own or operate a medical practice with an online presence? A medical writer can help you create authoritative content that resonates with your audience.  Why should you focus on providing quality content for your online readers? At least 5% of all Google searches are related to healthcare. Search drives almost three times as many visitors to healthcare-related websites as non-search visitors. Over 60% of medical services consumers run online searches before booking an appointment.  Any form of misinformation in the medical industry can have a serious negative impact on various stakeholders in the healthcare sector, including patients, healthcare providers, and manufacturers.  When you hire a medical writer, you can ensure that your content needs are being handled by a qualified professional with a deep understanding of scientific and medical topics.  This article describes what a medical writer is and lists the main benefits of working with one.  What Is a Medical Writer? A medical writer focuses on creating well-researched and authoritative content on health-related topics. These topics include everything from fitness and general wellness to medical research and more. Medical writers conduct extensive research to ensure they produce relevant and accurate content fit for public consumption.   While they are not doctors, medical writers usually have a medical background. They understand health, scientific, and medical concepts and terms. Healthcare content writers possess excellent research, analytical, writing, and communication skills. Most importantly, they have the technical writing skills needed to convert complex scientific information into accurate and easy-to-read content in various formats for different audiences.  What Does a Medical Content Writer Do?  Medical writers develop well-crafted and highly engaging educational, promotional, and marketing material. Their main goal is to use the right expression and tone to create relevant and useful content that matches the brand in question and the needs of the targeted readers. They also use their SEO skills to write content that will rank in Search Engine Results Pages (SERPs).  Healthcare writers create different types of content, including:  Web Content: Medical writers can write highly descriptive promotional material to be published on healthcare websites.  Blog Posts: These include long and short-form posts covering a variety of medical topics to provide helpful health and wellness information to readers.    Product Descriptions: Medical content writers can create accurate descriptions for the services and products provided by healthcare providers.   Newsletters and Press Releases: Promotional pieces that raise awareness of new developments by a practitioner or medical services provider.  Which Organizations Can Benefit from a Medical Writer? Healthcare writers can be useful to a variety of medical organizations, including:  Hospitals Clinics Dentists Chiropractors Physical Therapists  Optometrists  Nursing Homes Benefits of Hiring a Medical Content Writer Some of the main reasons why you should hire a healthcare writer include:  1. Expertly Written Healthcare Content Healthcare writers can consistently generate expertly written communications. These writers have a good understanding of both general and medical writing guidelines. They can produce well-researched and accurate content free from misleading facts, grammatical errors, and plagiarism.   Consistently publishing high-quality content can help you build topical authority in healthcare. Furthermore, you can reduce the bounce rate by using professionally written medical content. Your readers will likely spend more time on your website and may even become subscribers if you publish accurate and well-written content.  2. Getting Your Message Across Communication is vital in the ever-changing world of healthcare. A specialist healthcare content writer can help close the gap between complicated health-related concepts and public audiences. With an experienced writer on the job, you can be sure critical information will be conveyed clearly and effectively.  Healthcare writers excel at breaking down complex technical information into plain terms without compromising accuracy. To create digestible content for various audiences, these professionals use different techniques, including real-world examples and simple terminology.  With the right expert, you can be sure that your healthcare content is accurate, logical, and easy to read and understand. 3. Collating Information Medical writers generate impactful content for their clients. These experts have great research skills and can gather information from a variety of sources, such as expert interviews, medical journals, and trusted sites. This ensures a well-rounded view of the topic and cross-verification of information for reliability and accuracy.  Once they have all the facts at hand, healthcare writers use their acquired skills to interpret, structure, and present medical facts and data to create coherent, high-quality content. This approach results in useful content that presents information succinctly, addressing readers’ needs and questions. 4. Better Search Rankings Seasoned medical writers have excellent SEO skills. They can use these skills to enhance the visibility of the generated content and the brand they represent. In addition to boosting online content marketing efforts, SEO also builds credibility and trust.  A medical content writer can use their SEO skills to identify opportunities for their clients to improve the performance of their content online. For instance, the writer can study and analyze competitor websites. This can help them develop ways of crafting better content and identifying healthcare topics to write about. The following graph from Statista shows the importance of SEO on marketing performance.  5. Better Time Management Do you want to write quality medical content to build authority but don’t have the skills? Can you set enough time aside each week to create consistent medical articles? If not, you can benefit from hiring a professional medical writer.  Even if you enjoy crafting your content, it can be challenging to fit it into your day, especially if you own and operate your healthcare practice.  A healthcare content writer can help you meet the ever-growing content needs of your readers. These writers can create detailed, well-researched content that resonates with your target audience. This will free up your time, leaving you to focus on your medical practice or primary duties.  To make things better, you don’t have to give up control of your project. You can work closely with the writer to ensure the creation of content that matches your goals. 6. Wider Reach Accurate, easy-to-read content … Read more

The High Cost of Low-Quality Content: How Cutting Corners Can Damage Your Brand

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Content quality plays a direct role in how customers perceive your brand. Engaging, well-written content establishes authority and trustworthiness, showing customers that a brand values their time and business. On the other hand, poorly executed content loaded with errors, irrelevant details, or copied material sends a message of carelessness. Many companies believe they can save money by outsourcing to cheaper, less skilled writers. But what seems like a savvy business move can quickly turn into a revenue-draining mistake. A recent conversation with a potential client revealed a growing frustration: they fired their previous agency because they outsourced writing to low-cost, foreign writers. Their content ended up being plagiarized, poorly written, and riddled with basic language mistakes. Not only would this hurt a brand’s reputation to publish, but it would also cost time and money to rewrite it. Let’s explore the key reasons low-quality content is more expensive in the long run. The High Cost of Low-Quality Content: 6 Reasons Why You Shouldn’t Cut Corners In today’s competitive online world, high-quality content isn’t just nice to have. It’s a necessity. Content is often the first touchpoint potential customers have with a brand, making first impressions everything. Unfortunately, many businesses learn the hard way that skimping on content quality to save a few bucks often backfires. Here’s how low-quality content can hurt your brand. 1. Brand Damage: Losing Customer Trust and Loyalty  When customers encounter sloppy content filled with typos, factual inaccuracies, or overly simplistic language, they’re less likely to trust that brand. It feels unprofessional and inconsistent, leading them to doubt the quality of the products or services offered. And once trust is broken, it’s difficult to restore. Quality can also decrease when brands focus more on pumping out tons of content to meet deadlines or self-imposed posting schedules. About 83% of marketers said they feel it’s better to focus on quality over quantity, even if it means posting less often. Example: Imagine visiting a website for a consulting firm and finding blog posts that read like they were written by a grade-school student. Instead of imparting expertise, this type of content can make a brand look amateurish. Low-quality writing can easily lead prospective customers to look elsewhere, costing the company potential sales and long-term loyalty. Solution: Professional writers and editors uphold a brand’s voice and credibility by producing accurate, engaging, and expertly written content. This creates a consistent brand image that customers can rely on. 2. Plagiarism Risks: Legal Issues and SEO Penalties Hiring cheap writers often means running the risk of plagiarized content. Not only is this a legal liability, but it also puts your business at risk of being penalized by search engines. Google is increasingly cracking down on websites that engage in content duplication, which can result in a lower ranking or even complete removal from search results. Example: A business unknowingly publishes plagiarized content supplied by a low-cost writer. The result? Not only does the website get penalized in search rankings, but it also faces potential lawsuits. The cost of cleaning up this mess far outweighs the savings from cheap content. Solution: Partnering with agencies prioritizing original, well-researched content eliminates these risks. Professional agencies use thorough editorial processes to ensure content is plagiarism-free, protecting a business’s reputation. 3. AI Overuse: Robotic Writing That Fails to Engage With AI technology advancing, many agencies are tempted to rely on AI-generated content, hoping it will save time and money. While AI can help with brainstorming or data analysis, it falls short in creating content with a human touch. Audiences today crave authenticity and unique perspectives that resonate on a personal level, which is something AI simply can’t provide. Example: A potential client receives AI-generated articles that come off as generic and robotic, missing the nuanced tone their brand requires. Instead of engaging readers, this content feels lifeless, leading to lower engagement rates and higher bounce rates. Solution: By working with an experienced content agency, you get real writers, editors, and strategists. Human insight and creativity are irreplaceable in crafting compelling, relatable content. 4. Time-Consuming Rewrites: Fixing Low-Quality Content Is Costly When a brand hires low-cost writers, the expectation is that the content will require minimal edits. However, this is rarely the case. Subpar content requires extensive editing or complete rewrites, consuming valuable time and resources. In the worst cases, businesses end up hiring new writers to redo everything from scratch, effectively paying for content twice. Example: A company saves money upfront by using cheap writers, but quickly discovers that most of the content is unusable. They spend additional time revising it in-house, only to realize they’re still falling short of their quality standards. Solution: Investing in quality content from the start prevents this costly back-and-forth. Partnering with a trusted content agency that provides high-quality writing from the beginning ensures your resources are used efficiently. 5. Client Retention: Low-Quality Content Costs Agencies Their Clients For marketing agencies, poor content has a far-reaching impact. It doesn’t just harm one client’s brand. It also damages the agency’s reputation and causes clients to look for other providers. If clients repeatedly receive lackluster results, they’ll quickly lose confidence in their agency and move their business elsewhere. Example: A marketing agency loses a major client due to constant complaints about poorly written content. The agency’s decision to cut costs by hiring low-quality writers has now resulted in lost revenue and a tarnished reputation. Solution: By collaborating with a professional content agency, marketing firms can offer their clients reliable, premium content. Consistent quality helps agencies retain clients and build stronger, long-lasting partnerships. 6. SEO Decline: Low-Quality Content Means Lower Rankings Search engines prioritize content that is original, insightful, and useful to readers. When a business fills its site with low-quality, keyword-stuffed content, it risks a drop in rankings. Search engines are quick to recognize mediocre material, and over time, this can significantly impact a brand’s online visibility. Considering 85.19% of all blog traffic comes from organic search, don’t you want to take advantage? You must … Read more

How to Hire the Right Travel Writer Every Time

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11 6

Imagine your brand’s content so vivid that readers can feel the silica-white sand of Tulum Beach between their toes, or taste the rich, juicy flavor of the world’s rarest meat— the Japanese Kobe beef. This kind of sensory magic can only be crafted by a writer with specialized skills — someone who can build enough excitement to compel readers to book experiences with your brand. With realistic destination descriptions, timely travel advice, and a sneak peek into cultures worldwide, the right travel writer can make your brand the go-to for people seeking inspiration to embark on their next adventure. Every travel brand needs such a master crafter. It’s time to learn what to look for when hiring a travel writer. What Is a Travel Writer? While the general description of a travel writer is someone who writes travel articles, a real travel writer focuses on capturing the essence of destinations, experiences, and cultures, enticing readers to explore. Let’s face it, give any writer a travel topic and they’ll write it through general research. But, can they include a storytelling aspect describing the immersive experiences waiting to be explored? Hand a true travel writer the same topic and you’ll notice a massive difference. They’ll dive into detail describing the rugged hiking terrains, the mouth-watering cuisine, and the cultural highlights of different destinations. Because they’re focused on giving the most useful information, they also recommend upcoming events and even throw in tips on what to do or avoid. As a polished travel writer, I’ve seen firsthand how capturing more than the basics transports readers to destinations so realistically that they can’t wait to book the next flight. In a nutshell, here’s a recap of qualities that make up a true travel writer: Depth in writing: They tackle topics expertly by giving credible information and unique perspectives beyond surface-level knowledge. Storytelling: This is distinct from depth. How well can they paint a picture of landscapes, cultures, and other adventures with their storytelling skills? Cultural sensitivity: A real travel writer honors other cultures by writing respectfully about their customs, no matter how different they are. After all, they were passed down to them through generations. Adaptability: Travel is diverse. Expert travel writers switch their writing style seamlessly from rugged travel adventures to luxury experiences. SEO practices: Savvy travel writers write with SEO in mind. How will readers learn about all those wonderful places if the content isn’t visible on search engines? Why Quality Content Is a Must in a Competitive Travel Industry Quality travel content is well-researched, valuable, easy-to-read, and engaging. It must meet the needs of your target audience, whether you’re in the airline, hotel, or cruise business. Such content captures the essence of a destination or experience while providing practical information that motivates readers to plan a trip or book a service with your brand. The travel industry is highly competitive. With over 42,700 travel agencies in the U.S. by the year 2023, customers are spoilt for choice as each travel agency vies for their attention. Each business must stand out with quality content to attract and retain customers. Your content should provide readers with the accuracy needed to make informed decisions, nudging them to choose your services over your competitors.  Risks of Using Generic Content and Inexperienced Writers  Standing out in a competitive travel market is impossible with generic content and writers who don’t understand your niche. Generic travel content is broad and superficial. It’s uninspiring and lacks new insights. Such content features vague descriptions of destinations without showing what sets them apart. It also lacks personal experiences and cultural context essential for attracting readers. Additionally, generic content is often associated with plagiarism and keyword-stuffed articles that focus on search engine optimization without considering reader engagement. Content generators can easily create this kind of content. While these tools can generate ideas, they’re superficial and can’t create a heartfelt sense of mystery, excitement, or longing. Without that human touch, generic content fails miserably at capturing the reader’s attention and establishing credibility, making it ineffective in this highly competitive travel industry.  The Amazing Benefits of Hiring the Right Travel Writer There are positive outcomes for your travel business if you hire the right travel writer. Having traveled to numerous destinations and read a lot about them, travel writers bring a wealth of experience. I’ve traveled extensively in my lifetime, including to mysterious places like the mythical site of the Lost City of Atlantis in the Mediterranean. I also read and watch a lot of travel books and documentaries. Exploration is my cup of tea, and that helps me write exact descriptions while adding other useful information I’ve learned. Similarly, hiring travel writers who are excited about travel and understand your industry brings these benefits to your table: Destination expertise: Their firsthand destination knowledge helps them provide readers with vivid descriptions of places that invoke wanderlust and inspire bookings. Cultural insight: They have a deep knowledge of cultures, having mingled with many locals while exploring the world. Accurate travel advice: They are up-to-date with health protocols, weather conditions, infrastructure, political changes, and environmental alerts essential for planning trips. Sneak peek of unique gems: They often highlight exciting hidden locations, local festivals, markets, or authentic restaurants travelers might overlook. Practical Tips: They provide readers with essential tips such as what to pack, places to avoid visiting alone, and even budget-saving ideas. Such comprehensive information not only enhances your customer’s travel experiences but also elevates your brand as a credible source of information.  Experienced travel writers apply the best SEO tactics to ensure your content ranks high on search engines. After all, how will readers discover the amazing destinations begging to be explored if they can’t find your content? At Express Writers, our travel subject matter experts will transform your brand’s content into narratives that captivate and convert. They are skilled at highlighting your business’s unique offerings with an intensity that evokes wanderlust in readers. Our seasoned travel writers are more than captivating storytellers — … Read more

Should You Hire a Tech Writer or Do It Yourself?

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10 22

Businesses need to deliver high-quality content that not only informs but also enhances the user experience. Crafting that content can be a challenge. This is where hiring a technical writer can make a significant difference. A technical writer can ensure clear, precise communication and reduce errors. By improving accuracy, a technical writer can enhance the overall user experience, support business goals, and avoid costly mistakes — all while ensuring your content maintains a professional, authoritative tone. Continue reading to learn more reasons why you should hire a technical writer for your business. Reasons to Hire a Professional Tech Writer Rather than Doing It Yourself Here are seven reasons why it’s typically a better business choice to hire a professional tech writer for content creation, rather than just winging it with free or in-house resources. 1.Expertise in Communication As with many professional fields, excellence in writing comes from hundreds to thousands of hours of practice, refined by constant feedback. Experienced professional technical writers excel at transforming complex technical information into clear, user-friendly content. 2. Cost Efficiency Outsourcing technical writing allows businesses to pay for professionally written content as they need. Going with in-house staff requires committing to fixed expenses associated with hiring, training, and providing benefits to full-time writers. 3. Time Optimization When you entrust documentation tasks to experts, your people can concentrate on their core responsibilities. This way you’ll get both products and written content to market faster. 4. Enhanced User Experience For potentially complex products like software or machinery, high-quality technical documentation will typically obviate a lot of avoidable user frustration by providing users with clear instructions on appropriate technical difficulty. 5. Access to Specialized Knowledge Hiring technical writing services gives you access to expertise across various industries. For example, if your business manufactures automotive electronics and plans to market to aviation installers as well, you’ll either need to find and acquire an already experienced and credentialed aviation professional to navigate the more complex regulations or you can simply contract with an agency that has the professional expertise you need, with availability for as much or as little work as you require. 6. Reduction in Errors Professional technical writers are adept at creating accurate and consistent documentation, minimizing the risk of errors that can arise from miscommunication or lack of expertise. Depending on what your business sells, fewer errors will help you avoid either minor inconveniences or potentially disastrous liabilities. 7. Mitigation of Technical Debt Comprehensive and up-to-date documentation reduces technical debt — the accumulation of additional work due to shortcuts or rushed decisions. If you assign an engineer or some other kind of technical specialist an overwhelming amount of writing responsibilities — perhaps involving complex document assembly or content written at different levels of technical competence — you’ll likely have to pay considerably more to remedy the situation after the fact.  Some Less Obvious Reasons to Hire a Real, Breathing Technical Writer The reasons listed above are — for the most part — reasons to outsource just about anything your business doesn’t actually specialize in doing. Over the last few decades, successive waves of new technologies — the internet, collaboration apps like Zoom and Slack, and cloud services in particular — have made it possible for businesses, small and large, to outsource pretty much everything from marketing and sales to human resource management and payroll services. In fields like IT, outsourcing has effectively become standard practice, with 92% of G2000 companies relying on outside IT services. In short, the modern world allows you to find whatever expertise you lack and pay for only as much of it as you want. And this line of reasoning applies to technical writing as much as any other kind of specialized expertise. The Role AI Plays in Technical Writing Options What are the less obvious reasons to hire professional writing services — reasons that don’t equally apply to other potentially outsourced tasks? If I were writing this blog any more than three years ago, the phrase “doing it yourself” in this context would have rather unequivocally meant something like “assigning writing responsibilities to some technically knowledgeable employee and hoping for the best.” However, in any conversation going on today, “doing it yourself” almost certainly means outsourcing written content to generative AI.  AI tools like ChatGPT can crank out pages of readable, fairly accurate technical content in minutes rather than hours — and all without typos, misspellings, and the odd conflation of “then” and “than.”  Why not save some money and go with free and passable AI-generated content? Successfully teaching machines to process and generate human language is an amazing breakthrough in the history of human technology, rivaling — for sheer complexity and required ingenuity — achievements like human flight or splitting the atom. But on its own, it doesn’t tell us anything about how people feel about reading AI-generated content versus good old-fashioned human-written content. Data Behind the Benefits of a Human Tech Writer Studies suggest that while most people probably aren’t as good at distinguishing human-written content from generative AI outputs as they think they are, they nevertheless have some strong, value-based opinions on the subject.  Let’s look at the findings of some recent studies — and please pardon the three-foot titles preferred in academia: The Effects of Assumed AI vs. Human Authorship on the Perception of a GPT-Generated Text, Journal. Media, August 2024: People tend to view AI-generated content as less credible and as expressing less intelligence than human-written content. Exploring the Boundaries of Authorship: A Comparative Analysis of AI-Generated Text and Human Academic Writing in English Literature, Digital Learning Innovations, March 2024: Readers report that AI-generated academic text lacks the depth, specificity, and voice present in human writing. Also, people’s ability to identify AI-generated content correlates positively with increasing technical understanding on the part of the reader.  Evaluating the Efficacy of AI Content Detection Tools in Differentiating Between Human and AI-generated Text, International Journal for Educational Integrity, September 2023: Readers perceive AI-generated content as lacking originality, and when they … Read more

Content Marketer vs. Marketing Content Writer: Which Is Best for You?

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Content Marketing vs. Marketing Content Writer

Everyone who spends much time around words develops pet peeves around specific misused phrases. One of my pet peeves is when writers interchange use and utilize. For those who aren’t sure the difference, you aren’t alone. It is so subtle most don’t even realize the two terms are different. One of the key differences is that it requires a strategic, practical use rather than simply putting an object into action. Similarly, people can easily confuse content marketers and marketing content writers. Yet, one is more strategic, while the other has a more general use. Let’s dive into those differences with practical tips you can utilize (yes, that was intentional) when hiring another team member for your marketing team. What Role Does Each Writer Play in Your Marketing Strategy? While our main objective is to compare content marketers with marketing content writers, let’s take a step back because several other key players can also contribute to your overall marketing strategy. Take a look at the entire lineup. What Is a Copywriter? A copywriter is the most general term for someone who writes copy. This includes: Ad copy Blog posts Emails Product descriptions They understand the written word and how to use it to persuade and convince people. Copywriters are a crucial part of a content team that needs powerful words to move their strategies forward. While most content marketers are also copywriters, not all copywriters are content marketers, as that requires additional skills and writing superpowers. What Is a Content Strategist? A content strategist is a term I have seen floating around with variable meanings from someone who analyzes data to a strategic content writer. What differentiates a content strategist from a content marketer is that their focus is on the planning and strategy behind content. Content strategists may or may not be copywriters. In many industries, especially freelancers, content strategists do have copywriting skills. However, their primary marketing point is understanding the numbers behind copywriting. For instance, a content strategist understands the ins and outs of SEO. They research the best times of day for publishing content. They are experts on each platform and can list where you’ll most likely reach your audience. Strategists are great members to have on your team to ensure your content has a plan and purpose, and they can pinpoint the results from your content so each investment has the most significant impact. What Is a Marketing Content Writer? Now, we are getting into the more complicated terms that will sound very similar. A marketing content writer is a copywriter who has skills specific to marketing. When you hire a copywriter, you are hiring a broad skill set. However, when you hire a marketing content writer, they have experience in marketing-specific writing, such as conversion emails, newsletters, press releases, and ad copy.  They can craft content built around marketing concepts to ensure each project you complete moves you closer to your marketing goals. What Is a Content Marketer? The simplest definition of a content marketer is they are all of the above. A marketer understands the strategy and can create compelling marketing content. They are the whole package from start to finish, ensuring you have the most powerful results from every asset you publish. While 90% of marketers use blogs, that is only one of many marketing channels content marketers work with. Other common channels content marketers monitor and manage content creation for include: Emails Social media Ads Press releases Whitepapers and eBooks Guest posts Content marketers also work with more than the written word. They also craft images, videos, and even audio content. 4 Primary Differences Between a Content Marketer vs. Content Writer Are you still feeling confused? Don’t worry. We are about to take a much closer look at those last two because the subtle distinction is worth noting. 1. Experience Level Content marketers tend to have more experience than marketing content writers. They understand the deeper intricacies of the marketing world and can use that knowledge to craft insightful content. Many content marketers start as marketing content writers or even perform marketing writing in their current role. Others operate exclusively in a managerial role while they hire marketing writers to perform the writing portion of content marketing. Through that role, they can gain more first-hand experience with all parts of marketing beyond crafting content, helping them always see content in the bigger picture. B2C and B2B content marketing writers have the most experience with content creation. They know enough about marketing to craft well-rounded marketing content, but they haven’t always had that first-hand experience in marketing roles outside of copywriting. 2. Role in the Team Content writers create written content for marketing purposes, while content marketers use that content for marketing purposes. For example, a marketing writer will create email campaigns while the content marketer schedules and automates the email campaigns the writer crafted. Even though there is a distinction between the two, the terms are often used interchangeably because the two roles may overlap. Businesses with smaller marketing teams may have the content marketer as the marketing writer.  When that happens, the content marketer is responsible for: Planning and strategizing Creating content Distributing the content Monitoring results That’s quite the workload for one person!  That’s why if you hire a content marketer, you should consider outsourcing help for marketing writing or an entire content marketing team with someone for each role in the process. 3. Access to Resources This third difference does not apply to all marketing teams but is a common differentiating factor. Often, the writer acts in a silo apart from the rest of the marketing team. They may be a marketing writer crafting content for a specific marketing goal, but they don’t always have the same access to data as other team members. Picture marketing writers like that trust game in elementary school. One child had a blindfold, while the other led them around an obstacle course. That is how many marketing writers operate, relying on the … Read more