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The Future of Blogging: Today’s Recipe for a Perfect Blog Post

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Header For Future Of Blogging

A craveable, delicious, delightful blog post isn’t much different from a pastry.  As long as you follow the recipe, steps included, you will create a post your readers are hungry to devour – and might even return for more. The good news is you won’t make a special trip to the grocery store to get started on the perfect blog post. Everything you need is in your virtual pantry – you just didn’t realize it.  Writing a blog post, especially in today’s competitive market, is intimidating. Once you break it down and understand the ingredients, however, you can whip up these readable bits on the fly and stay up with the trends for the future of blogging in 2023. So, What Do You Need to Craft the Perfect Blog Post in 2023? The future of blogging has certainly changed. What worked last year doesn’t necessarily apply today. Therefore, staying up on the latest blogging and SEO trends is essential so that you know what Google expects – and, more importantly, what today’s reader wants. The Perfect Blog Recipe Before you start to type, you want to make sure you have the following essentials ready to add to the mixing bowl: 1 click-worthy title 1 attention-keeping introduction A pinch of creativity A few cups of informative, scannable subheaders A splash of succinct body copy A handful of authoritative research and your expertise 1 part formatting 1 delectable conclusion A dusting of enthusiasm for the topic A garnish of passion for your niche Putting it Altogether – How the Future of Blogging will Change How You Use These Ingredients As you can see, the ingredients haven’t changed, but how and when you use them has.  We will break down each portion of this recipe so that you know how to mix it all in and get your readers to come back for more. Creating Your Title By far one of the most essential ingredients! Your title sets the stage for what the reader can expect, even determining if they ever get past the SERPs to read your blog. Spend time on this stage of your recipe. In fact, whatever you title it as your “working” title, be prepared to come back and rework it until it is just right later. Don’t hastily toss forth the first title you have in mind. Instead, let it sit and rest, and the flavors meld together. Think of title creation as a slow, steady simmer rather than a rapid boil.  A good title mixes intrigue and information and is not too long.  Yes, Google says there is no limit, and the length of your title will not influence your search engine results. Instead, it affects whether or not someone will click on it. The first 60 characters matter the most – so make those count even if you have a 100-character title. Whatever you do, don’t over-sprinkle in the keywords for your title – not only will it kill your readability factor and turn off any enthusiastic taster, but it will turn away Google too. Roll Out Your Introduction Your introduction supports your title. So perhaps you may not create it until you have solidified your intro – and that’s okay.  An introduction requires time and patience. While you will mix up something short, sweet, and enticing, you will also want it to rest a few hours before you revisit and rework it again. While adding a keyword to the introduction is essential, ensure it is not the highlighting flavor. An introduction gives readers just a taste of what else is to come, but the full flavor doesn’t explode until the end. Of course, if your introduction isn’t tasty enough to keep reading, the end doesn’t matter much.  So, take your time, rework it after the entire blog is done, and ask yourself, would I eat this up? Never Forget the Power of Creativity Too many recipes lack creativity. Think of those five-star restaurants – are they working with “vanilla” recipes used over and over again? Of course not. They are hashing out something unique that stays with their branding but still tantalizes the tastebuds.  Never leave out a pinch of creativity in your content – all of your content. Creativity should be tossed in from the start; if you can’t taste it, add more. Start Rolling Out Subheaders Subheaders help your reader scan and understand what they are about to digest. They should go in an even flow, make sense, and inform.  Ideally, subheaders are introduced every 300-500 words max (there’s nothing wrong with adding them in fewer words as long as the words in between pack a powerful punch). Subheaders are a great place for optimizing with secondary keywords but don’t overdo it. Time to Mix in Your Body’s Copy You have a working title, and you’ve rolled out the subheaders. Now comes the time to mix together your blog’s body.  But before you add anything, do your research. You may be an expert in your niche, but that doesn’t mean you won’t need resources to back up what you say. Today, using authoritative, high-quality links is still a must-have for any recipe. Search Engine Journal states that every site needs credible, authoritative, and trustworthy content – and a reader can’t take you at your word without some citations. As you mix up that copy, make sure to spice it up enthusiastically. Nothing turns a reader away more than negativity. So, likewise, be as passionate about your niche as you want your reader to be as you create your blog – if you are not excited about it, why should they be? A few other things to keep in mind while you mix up your body’s copy: Optimize Gently. Optimizing your content is like working gluten. Too much, and it’s gotten too chewy, stiff, and undesirable. Yes, keywords matter in 2023, but how and where you use them has changed.  Focus on Your Brand’s Authority. What Google praises more than keywords are brand … Read more

AI is Not the Tool for SME Content Creation – and Google Knows It

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AI is here, and there is no denying it. While AI can share the workspace with a traditional writer and editor for content marketing, there is one thing it cannot do – SME content creation. The only genuine SME (subject matter expert) out there in your niche is, well, you – and the talented freelance writers out there that know your field just as well as you. More importantly, Google knows it and expects to see that in your content. What is AI Content Generation? It seems like almost daily another AI content generation tool is launching.  Some are free, others are paid, but are any of these tools able to truly replace a genuine expert? TechTarget lists 36 AI generation tools in their 2023 guide, and while there are loads of tools to choose from, they are all based on the GPT-3 model.  AI content generation is content that is created by a platform utilizing the GPT-3 model. The content is generated and while marketed to be “new,” it really is not. Think about how AI generators work.  Generative AI tools take keywords, themes, and even voice/tone preferences, and it works to generate a blog, web page, or even a social media post, but it is not creating them out of thin air or using any expertise in the field to offer unique opinions and insights. Instead, AI generates your content by pulling information from the internet. It searches and scours the thousands of web pages and blogs already out there to piece together information and generate copy.  But, AI Doesn’t Understand What it is Creating…. While it is fascinating to watch AI work, AI has no clue what it is writing. It is solely based on an algorithm pulling data based on your input.  Only a Genuine Industry Expert Knows the Content for their Industry AI is incredibly fast and can write a blog post quicker than any writer, but because of its limitations in terms of understanding and having any expertise in the niche, it is not a specialist. Here is where you may hit a speed bump or two, if you are using AI generation for your content marketing: Let’s Talk about E-E-A-T and How AI Falls Short for Industry Professionals Seeking SME Content Creation In Google’s February release, they mention guidelines for using AI generation in your content, and make it clear that they reward high quality regardless of how it is produced (whether human-made or AI-generated).  Many took that as a green light to go ahead with AI, but that is not what Google conveyed.  Let’s go back to the double update released in December 2022 when the extra “E” was added to the E-A-T standard, making it now E-E-A-T. Image Source: Google Update, December 2022, Page 26 What was that extra “E” for?  Experience… Trust is crucial with Google. Some websites may fall short of the bar, no matter how experienced, professional, or even authoritative they are if they don’t have the reader’s trust, and one example given from Google within their update reveals the most consequential sentence that websites need to pay attention to: “…the content creator lacks adequate experience” means they will have a low E-E-A-T score.  For example, if the content creator reviews a restaurant, but never ate at the restaurant, they are not experienced or trustworthy, which means they have a low E-E-A-T to Google. Let’s break it down further by looking at each component of E-E-A-T. Experience Experience, in Google’s eyes, offers another level of dimension they can use when evaluating content. Content must demonstrate it was assembled with a degree of experience – after all, a reader will value a person’s content more if they have life experiences on the topic and they are not basing it exclusively on research. AI has no experience with your topic. Let’s take a look at divorce law, for example. You want to write a blog for your law firm on the latest guideline changes for calculating child support, but you will find a few speed bumps along the way using AI to do so: AI typically doesn’t access the latest data – so it may not even know or find the latest guidelines for calculating child support. Worse, it could create a blog on outdated guidelines that it notes as “updated.” AI has no actual understanding of handling child support cases. AI hasn’t had to calculate what a child support payment would be based on your state, the local laws, or the parent’s income. It has definitely never filled out the child support worksheets – but you have.  If you go off the premise of why “experience” was added by Google, you can see why AI might not meet the mark. AI is not an attorney or a financial expert, and therefore, there is no SME content creation happening when you use AI to draft your blogs.  Expertise SME content creation comes down to one important factor: credibility. A person without qualifications should not be writing a topic out of their realm of expertise. Period. Why? Google is unlikely to rank a website with content not written by a credible source over a website they know has content written by a believable source.  In areas where a subject matter expert is required, such as healthcare, Google has a higher level of scrutiny than things based more on personal opinion and less on facts. Authoritativeness Authority means you have proven you belong in the niche your website represents.  Sure, backlinks to relevant and authoritative sources will help build that authority, but only so far. If you only have quality backlinks, but don’t meet the other areas of E-E-A-T – well, you don’t have much to go on. There’s not much more to say there. Authority is a building block, and it requires more than one block to finish your foundation. Trustworthiness Now, we’ve already covered where AI falls short for SME content creation, but the biggest area you are going … Read more

12 Crucial Copywriting Skills Every Writer Needs to Succeed: Beyond the Basics

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6 Of The Best Copywriter Skills: Every Copywriter Needs To Possess These

Being a successful copywriter requires a specific set of skills. Understanding those copywriting skills is important when you’re a business trying to hire a writer. Your goal should be finding a copywriter that can go beyond the basics of strong writing, creativity, and excellent English language skills. The Express Writers team knows what it takes to be a successful copywriter because we work with them every day. That’s why we’re sharing 12 crucial copywriting skills you should look for when hiring your next copywriter. With these 12 abilities, a copywriter can deliver creative, high-performing writing that can improve your conversion rates and keep your customers coming back for more. 12 Copywriting Skills Businesses Need When Hiring Writers The best copywriters work hard to turn their raw talent into incredible writing, earning money for every word they produce. A copywriter with these 12 skills will deliver the superior writing that your business needs. 1. Stellar Research Skills Most copywriters are writing experts first and may have one or two other areas of expertise. However, with stellar research skills, a copywriter can quickly learn the information they need to knowledgeably write about a variety of subjects as they navigate between clients and industries. To establish your business as an expert in your industry, you need a writer that knows how to find credible, reliable resources. Good copywriters can tell the difference between a high-quality, authoritative resource and an unreliable one. Plus, they know how to cite trustworthy studies and statistics to back up their claims. So look for copywriters that know where they need to look to find the right information, whether online resources or somewhere else. If you regularly interview subject matter experts, you’ll also want dedicated copywriters willing to interview them to improve their content. 2. A Good Understanding of the Target Audience  Knowing the intended audience for a piece of writing can have a major impact on how it is written. For example, an article written for experts in your field will look very different than one written for beginners. When choosing your copywriter, make sure they know who your intended audience is. A good copywriter should have no problems adjusting the tone and language of their writing to fit your industry and audience. Consider the words of renowned copywriter David Ogilvy: “If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think.” 3. Adaptable Writing Skills  Frequently, a copywriter has clients from multiple industries with vastly different content requirements. Being able to quickly adapt their writing style and voice for different clients and audiences is a crucial skill for any successful copywriter. Writers who lack this skill will find themselves frustrated with continually changing demands and strategies. The best writers can quickly pivot to new requests without breaking a sweat. 4. Knows When to Stop When a copywriter is unfamiliar with a topic, they can use their expert research skills to learn more. However, some writers may inadvertently research too much. They get caught up in learning every detail instead of focusing on what they need to know now. The best copywriters understand their limits and know when they have gleaned enough information to effectively write about your products for your audience. If you have tight turnaround times for your copy, you need a writer who knows when they’ve done enough. Knowing when to stop also applies to perfectionists. If a copywriter is solely focused on creating perfectly finished copy before submitting it to a client, they risk missing deadlines and losing a lot of sleep. You want a writer who takes pride in their work but doesn’t get lost in the minutia of creating industry-focused content. While most professional copywriters seek to create a career-defining, perfect piece, the best copywriters understand that the pursuit of perfection is fruitless. 5. Knowledge of Modern Marketing Principles  Copywriting, unlike creative writing, is solely meant for selling or promoting something else. Some copywriters, especially when they are first starting out, may make the mistake of trying to add their own personality and unique style to their copywriting. They may try to add extravagant language or unnecessary creativity to their copy to make it seem more literary. This kind of writing distracts from the purpose of copywriting. On the other hand, copywriters have a firm grasp of modern content marketing best practices. They understand the short attention spans of readers, have a handle on SEO concepts, and realize their writing targets specific audiences who need a product. This allows them to save their creative efforts for projects outside of work. 6. Can Take Criticism Well To write is to create. When the times come to edit your creation, many writers struggle with the idea of “killing your darlings.” Doing this eliminates potentially self-serving language with the goal of improving the overall message. In the copywriting field, copywriters need thick skin to accept feedback from editors and clients. If a writer continually rejects criticism, their productivity will likely suffer and they won’t get repeat clients. The best copywriters understand that everyone thinks about ideas differently and know it’s important to work with your client to create a piece that matches their vision. Plus, keeping an open mind means leaving space to improve your own writing. Sometimes critiques can sting, but it’s part of being a successful team player and brand copywriter. Express Writers, for example, believes that feedback from our clients is the only way to improve and align writing style and brand vision. We don’t think it’s a negative and train our writers to be open when someone else has a different idea. 7. Is Confident but Not Driven by Ego While copywriters should be open to accepting criticism, you want them to know when their ideas are worth sticking up for. There are times when your writer will have a different way of thinking than you do, and … Read more

#ContentWritingChat Recap: How to Write Content That Converts

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Content Writing Chat recap

From blog posts to social media content and email newsletters, we all want our content to convert. We want people to read something we’ve written and be inspired to take action. We want them to visit our websites, leave comments, and purchase what we’re selling. But is there a secret to writing content that converts to boost the success of what we create? That’s what we’re diving into in this #ContentWritingChat recap! #ContentWritingChat Recap: How to Write Content That Converts Welcome to the April edition of #ContentWritingChat! 😊 Today, we're having a community chat and discussing how to write content that converts. If you've been wanting to create better copy, you're in the right place! ✍️ pic.twitter.com/DjVUbdSKUR — Express Writers | Your Content Writing Partner (@ExpWriters) April 5, 2022 This month, we hosted a community chat and invited all the incredible creators in our community to step up to the plate and share their advice. Q1: You should always keep your target audience in mind when writing content. What should you know about them that will help increase your conversion rate? A1: Demographics but also psychographics: what brands are they buying/following, what type of content are they engaging with, what are their/goals/painpoints. #ContentWritingChat — Jennifer L. Dawson (@JLDContentQueen) April 5, 2022 As Jennifer mentioned, it helps to first know the demographics of your audience. This includes their age, gender, and where they’re based in the world. She said it’s also smart to determine which brands they follow and purchase from, the kind of content they’re engaging with, and what their goals and pain points are. All of this will shape the content you create because it’ll help you speak directly to them and their needs. a1think of your audience as a group of unique people.what do they do? how do they have fun? what's their favourite type of content? are they readers 🗒️or listeners 🎙️? if you don't know the answers to these questions, go ahead and ask them!#ContentWritingChat — joana rita sousa 🦄 💩💎 (@JoanaRSSousa) April 5, 2022 You can even go as far as to find out what they do (professionally and in their free time), plus how they most enjoy consuming content. A1. It is important to know where they are (What networks they use? Anything industry-specific?) as well as what are their pain points that they seek to improve, or trends in their industry that interest them. Craft content to attract them from there. #ContentWritingChat — Andrew C. Belton, MBA (@AndrewCBelton) April 5, 2022 Andrew brought up a great point about knowing where your audience is spending their time online. It’s crucial that you invest in the platforms they’re most active on. Otherwise, they’ll be less likely to discover you. So, be where they are and create content that addresses their pain points. A1. Think about what your target's searching for and the content gaps that are out there for it. What content could you create that's SO good they just might pay for it but you're offering it for free in exchange for a conversion (e.g. entry into your funnel)? #ContentWritingChat https://t.co/jMUkjBMr7o — Andrea TheoJohn (@AndreaTheoJohn) April 5, 2022 Knowing what your target audience is searching for online allows you to make note of any gaps in your content. This way, you’re able to discuss the topics that matter most to them, ultimately attracting more people to your brand. Q2: How can you use emotion within your content to motivate a reader to take action? A2. Every industry has pain points or common things that cause occasional or continuous concern that people in the industry would like to improve or address. Creating content crafted towards that can draw some emotions that makes the content more impactful. #ContentWritingChat — Andrew C. Belton, MBA (@AndrewCBelton) April 5, 2022 When creating content that evokes emotions, you always want to address the most common pain points your audience struggles with. A2. Tie the emotion either to (A) pain your target experiences or (B) the dream of what your target wants. We all know we rationalize what we were emotionally attracted to buy in the first place. Use that feeling to help your target connect to your stories.#ContentWritingChat https://t.co/XmyqA1oELr — Andrea TheoJohn (@AndreaTheoJohn) April 5, 2022 Andrea offered some great advice. She suggested tying emotion to the pain points of your target audience or to the dream they’re trying to achieve. That will help you to better connect with them and will increase the likelihood that they’ll convert. A2: Every story you tell should "build-up" and include twists and turns. No one likes a flat storyline, so stick to one that feels more like a roller coaster — one that takes you through an entertaining journey. #ContentWritingChat — Iron Horse (@ironhorseio) April 5, 2022 Don’t be afraid to take people on a journey with the story you tell because it’s sure to get them feeling emotional. Plus, it’s more likely to hold their attention throughout. A2: I think user/product testimonials are always good. This goes back to knowing your audience, as this allows them to connect with someone "like me" and see their success or how their problem was solved #ContentWritingChat — Jennifer L. Dawson (@JLDContentQueen) April 5, 2022 Jennifer suggests also sharing some testimonials from past clients or customers. This is relatable and allows them to see how your offering has been a game-changer in their lives. Q3: Urgency is a great way to boost your conversion rate. How can you communicate urgency through your content? A3. Things such as call-to-actions, limited time offers, graphics that showcase something indicating an effective time period. #ContentWritingChat — Andrew C. Belton, MBA (@AndrewCBelton) April 5, 2022 Always remember to include a call to action so you can let people know what that next step is. But to create that sense of urgency, you can also add a limited-time offer to make it even more enticing. A3: Simple ways to communicate urgency include letting people know there's a deadline to sign up/purchase … Read more

The 4-Step Guide to Writing Web Content for Your Business Website

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4 Essential Steps to Writing Web Content for Your Business Site

So, you started a business, and, what’s more, you’ve kept that business running. It’s all great. You’re working on your own terms. You have customers, and more keep trickling in… But could you do more? Could you increase your lead generation so you don’t have to keep greasing that squeaky wheel? Yes, you could. You CAN. How do you start bringing in more leads in the background so you don’t have to market so hard? Easy. You need content baked into your marketing. ? Content does it all: Builds trust with customers Solidifies your authority in your niche Gets you found via Google Search Nurtures your audience And, once you know how to write great web content, you can rinse and repeat so your business website will be full to the brim with helpful, useful, targeted content that nurtures prospects and converts them to loyal readers, subscribers, and even buyers. Sound good? In this guide, we’ll get into the “how” of writing web content, including 4 simple steps. But first, let’s touch on the “why” – why does content marketing work now more than ever? ? Why Web Content Works Now More Than Ever Getting content on your business website is more important than ever before. Why? Because publishing content helps your business marketing align with the way consumers shop. Consumers these days are savvy: They research their purchases because they want to know if their choices are “worth it.” They read reviews and follow recommendations from friends and influencers. They buy from brands they trust. (According to a Raydiant survey on consumer shopping habits, customers are more likely to leave behind physical businesses with no online presence in favor of an online substitute IF they feel no loyalty to the physical business. 48.7% said they replaced products they previously purchased at physical stores with online alternatives.) They go looking for information on just about anything that pops up during their day. (Do you have a Google trigger finger? Do you look up questions online on just about any topic? So do your customers. Since the onset of the pandemic in 2020, Google searches have topped 6 billion/day.) Content works because it builds your online presence, positions you in Google search, and draws in today’s conscious, research-geared consumers. [bctt tweet=”How do you start bringing in more leads in the background so you don’t have to market so hard? Easy. You need content baked into your marketing. ? More on content’s power + 4 steps to writing web content:” username=”ExpWriters”] 4 Key Steps to Writing Great Web Content for Your Business Now that you know why you should create web content, it’s time to think about how. How do you write web content that accomplishes the goals we mentioned earlier (lead generating, audience nurturing, authority building, Google ranking)? Start with these 4 key steps. Think of them as the necessary prep work you need to do before you start putting down sentences and paragraphs. Rinse and repeat for every piece of content you write. (And here’s the great part about doing the prep: the actual writing part will come much, much easier. ✨) Step 1: Establish Goals for Writing Your Web Content First up: What do you hope to get out of writing and publishing web content? What do you hope to gain? Do you want… More web traffic? Greater brand awareness? More leads? More customer engagement? Higher loyalty to your brand? You can achieve any or all of these goals with your content. Choose the ones most important to you, and focus on them. They’ll guide you forward, especially when you start planning content topics to write about. Step 2: Consider Your Audience Over and over and over again, a question you should be asking yourself before writing web content is who are you writing for? You’re NOT writing content for yourself. You’re not writing for your brand or clients. You’re writing for the people who need the solutions your brand or clients offer. “Who are you writing for?” is vital to know, but once you figure it out, don’t get too comfortable. Your audience isn’t a static entity, but rather a living, breathing, ever-changing organism. They’re people, and people’s needs and desires grow and change right along with them. If you keep asking “Who am I writing for?” regularly, and research to get the answer, you’ll have a good grasp on what they need from your content: What questions do they have about your subject/topics? What are their unique problems? What solutions can you provide? This laser focus on your audience is essential. It’s what differentiates successful content that gets read from the stuff that gets lost in the online content trash heap. No time to research or write your web content? We can do every step for you. Hire our team today. Step 3: Search Engine Optimize (for Readers, Then Google) So, you know your audience. (If you don’t, go back to step #2 and get clear on this. You can’t move forward without that knowledge.) Now it’s time to leverage your audience insight and use it to pinpoint your content topics and keywords. Why? When we talk about digital content, SEO is major. It outperforms paid advertising – in terms of web traffic, trust and authority, and lead generation. It appeals to our Google-happy age where everyone is typing questions into the search box. If you’re out there answering those questions in the form of quality content, you’ll see the benefits in multiple forms of ROI. Do Keyword, Topic, & Competitor Research Don’t just guess what your readers want to read. Do the research. Get data to back up your assumptions, and get data that helps you make new ones. Research the keywords you’ll target in your content. Find topics around those keywords. (Need help? Check out our guide on How to Find SEO Keywords.) Do competitor research to see what’s resonating with their audiences. Find content you could improve on, and write your own, better … Read more

5 Reasons You Need a Content Writer

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5 Reasons You Need a Content Writer

I know why you’re reading this blog. Dream with me for a minute. ? Imagine a near-distant future where we’re all gathering together freely once more. ? You and I are attending the year’s biggest content marketing conference. Before we head to the event center for talks, presentations, and meet-and-greets, we agree to meet up at that quaint little coffee shop on the corner near our hotels. We sit at a table by a window looking out onto a sunny city street. Bright-eyed, early shoppers pass laden with bags, and businesspeople in suits and blazers hurry by on their way to their first morning meetings. We sip our coffees and chat idly about the upcoming events of the day. We even indulge in a little gossip. After my last sip of espresso, I ask, “So, how is your company’s blog doing?” You reply with a pained sigh, and lifelessly mutter: “It could be doing so much better.” I lean in and give you my full attention while you lay out a laundry list of problems: You can’t keep up with the consistent blogging schedule you need to get anywhere. You’re hyper-focused on quantity and obsessed with pushing out content just to get it out there. Ergo, much of your content is just okay, while most of it is downright rushed and bad. You haven’t even thought about SEO. Writing isn’t your forte, nor is it the specialty of anyone else on your team, so you struggle mightily when it comes time to create content. Your main competitor, on the other hand, has an incredible blog and is jumping ahead of you by leaps and bounds with the audience they’re drawing in. And the list goes on. You sit back in your chair, rubbing your temples. Just thinking about the situation gives you a headache. You know what I’m going to say. I say it anyway. “You need a content writer.” You Need a Content Writer: 5 Reasons to Invest in Your Content Even though this is an imaginary situation, the point still stands. If you’re like most small brands, some or all of this is ringing true. In a survey on the state of content writing in 2020, Mantis Research and Typeset found most small business owners, marketers, and communications professionals experience a disconnect between knowing what successful writing looks like and actually achieving it. 76% say they know what successful writing looks like, but only 45% think their content is extremely/very effective. Nearly half of all business communicators struggle to understand what their audience wants to read. Those with only moderate success with content writing struggle with most aspects of the process: writing and publishing consistently, maintaining quality over time, writing headlines, writing for SEO, writing concisely, getting the words to flow, and meeting deadlines. [bctt tweet=”Most small business owners & marketers experience a disconnect between knowing what successful writing looks like and actually achieving it. How do you close the gap? ➡⬅ Get yourself a content writer ?” username=”ExpWriters”] As you can see, you’re not alone in your struggles. But there IS a solution. You need a content writer, and I’m here to tell you why. (Imagine me giving you this advice over that same cup of coffee from our hypothetical friendly chat. ☕) 1. You Don’t Have Time I talk to business owners and even marketing specialists every day who respond to my question about their web content the same way you did. Sometimes, I just want to reach through the phone, shake them, and ask “Why do you think you’re not doing better?! It’s because you don’t have time!” I want to, but I don’t. At any rate, the reason you can’t keep up with a busy writing schedule is simple: You don’t have time. You’re too busy actually running your business. Thankfully, the solution is pretty simple, too. Hire a content writer. Not only do we have the time to develop your content for you (because this is our job and what we spend our days doing), but we do this all the time, so we can make it happen more quickly than you can. You don’t have the workflow down. We do. 2. Content Writing Is More Than Writing When you hire a content writer, you’re not getting someone who will write generic content that may or may not apply to your business. You’re hiring a team member who will take an interest in your business and will be eager to learn how you work, who your audience is, and where your big successes and failures are now. Once we have all the information we need, we’re going to be doing more than writing – we’re going to be communicating with your audience on a level you’d never have time to maintain. Not only that, but content writers are experienced with writing for SEO — including keyword and topic research — as well as editing, writing for social media and other content formats, and more. Content writing means we have to be good at a little of everything – and that’s good for you. Want to learn to master content writing, yourself? Start here ? Check out the Unlearn Essay Writing course. 3. A Good Content Writer Brings a New Perspective A common mistake of CEOs and business owners who also do their own marketing and advertising? They’re just too close to their own products. They can’t see the forest for the trees, so to speak. Your content writer, on the other hand, is coming to the table with no biases and a fresh perspective. They’ll look at your product with zero prior knowledge of its existence, in many cases. A content writer who’s worth his or her salt will take an interest in your business and will work tirelessly to understand it while maintaining their clear-eyed objectivity. It’s this objective stance that helps them write creative and innovative content that doesn’t rehash the same old tired clichés plaguing your industry. That’s our job. We … Read more

How to Grow Your Inbound Traffic by Writing Evergreen Blog Posts

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How to Grow Your Inbound Traffic by Writing Evergreen Blog Posts

This post was updated October 2019.  Picture this – summer is here, and your calendar is full of pool parties, barbecues, picnics, and whatnots. You’ve been waiting for this moment for what seems like ages. ☀ There’s only one small problem. You want to look great in your bikini, but it’s been cold out there for the past few months, so maybe you’ve stayed in and eaten one, two, or twenty more pizzas than you should’ve (no judgment, we’ve all been there!). At this point in the game, you don’t have a lot of options. You can go on an aggressive diet, use a body wrap or two, or skip a few meals. There are a lot of ways to get fast results, but the thing is, you shouldn’t be focusing on quick fixes. What you want is a sustainable approach that can get you the best results possible, and the same goes for blogging. For a long time, my approach to blogging was all about putting out as much content as possible. That’s not necessarily a bad idea since there’s a correlation between high publishing rates and increases in traffic. The problem is, quick-fire content isn’t a sustainable strategy, much like any diet that promises dramatic results in a matter of days. If you want to grow your traffic and maintain it, you need powerful, evergreen content that’s going to keep your website in the best shape of its life for years and years to come. 4 Types of Evergreen Blog Content 1. List-based articles 2. How-tos and tutorials 3. Frequently asked questions (FAQs) 4. History-based posts That’s a quick cheat sheet if you need help coming up with evergreen blog post ideas. If you stick to those types of content, you’re on the right path. However, you may need a little help coming up with ideas, so keep reading! [bctt tweet=”If you just fire out short trending posts that will be irrelevant tomorrow, you’ll have a hard time getting results. Better grow your traffic with evergreen blog posts. @JuliaEMcCoy shares what you should start posting now. ” username=”ExpWriters”] 2 Types of Blog Content: Evergreen Posts vs. Trending Topics We can break down most of the content you’ll run across in blogs into two categories: Posts that have to do with current trends Evergreen content Both types of blog posts have the potential to bring a lot of traffic to your website. However, content that focuses on trending topics has an expiration date. The best way to put that into perspective is to take a look at Google’s most popular searches for the past years. Here are some of the shiny things that caught our collective attention in 2017: Source: Google Now compare that to 2018 and you’ll see there’s little overlap: Source: Google The trends themselves change, but certain topics never go out of style. For example, those two breakdowns tell us that as a society, we care a little bit too much about sports and celebrities. Spotting those types of big-picture trends is important because it enables you to come up with blog post ideas that tap into more lasting concerns. I’m talking about the type of content that your readers care about now, and they’ll still care about in five years. Chances are if you’ve been blogging for a while, you’ve already written some evergreen posts without even noticing it. The best way to spot them is to take a look at your website’s analytics. Usually, there’s a spike of interest around new content. It brings in some traffic, and then that flow of traffic turns into a trickle. Evergreen blog posts, on the other hand, tend to bring in a steady amount of traffic over time. Source: Google Analytics Blogging about current trends may give you a great ROI in the short term. However, evergreen content is the equivalent of that healthy lifestyle that will see you get to the pool party with the same six-pack you’ve been sporting all year. Keep in mind, though – just because you follow a healthy diet, doesn’t mean there isn’t room for burgers and pizza somewhere in there and the same goes for blogging. It’s very difficult to build an entire blog around evergreen content only because it tends to require a ton of work. Ideally, you’ll have a healthy mix of blog posts that target current trends and evergreen articles. That way, you’ll maximize your traffic growth, and you’ll be able to maintain it ✔️ 4 Types of Content That Make for Great Evergreen Blog Posts As a rule of thumb, evergreen content is in-depth, and it has built-in longevity. Let’s break down the five types of blog content that fit those criteria. 1. List-Based Articles The web is obsessed with list-based articles. If you do a random Google search right now, I’m willing to bet that most of the articles that come up are based on lists. The logic here is simple. List-based articles enable you to judge an article’s worth at a glance. Know what’s better than learning 5 ways to tie your shoelaces? Learning a cool 15. Can’t argue with that logic. When it comes to evergreen content, you want lists that aren’t tied to specific products or events since those can change over time. Instead, go back to the basics and focus on everlasting advice. Articles like “6 Super Simple Tips for Writing Clear Sentences” will never go out of style. 2. How-Tos and Tutorials The internet is amazing for a lot of reasons. Not only is it the best source for cat-based humor, but you can find guides on how to do anything. Let’s say, for example, you want to learn how to change a tire. It doesn’t matter if no one ever taught you – you can look it up online, read a quick tutorial, and you’re in business. Notice how lists are also incredibly popular when it comes to tutorials. If you can find a topic that you can … Read more

How I Got Started Freelance Writing Online: A Day in the Life of a Content Writer

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How I Got Started Freelance Writing Online: A Day in the Life of a Content Writer

Freelance writing online—a part-time gig to fill your spare time, a common misconception that many have. Sure, writing online can be a fun hobby for some; however, for others, it’s a passion that fuels a fire that some simply don’t understand. Content writing is oftentimes a thankless job—in some cases, you work hours on end researching and toiling over a keyboard creating an outstanding piece of content that doesn’t even garner you a byline. So why bother doing it? Here’s my answer: because it’s my passion. I’ve been a writer my entire life—I kid you not. Before I could even write, I was telling wild stories that my family would write for me so I could have a copy to show off to my friends, family, and maybe my own children someday. That passion turned into a love of reading and a love of creation, one that spurred my love of education. An odd combination, sure, but it all comes together, I promise! I knew college was my dream in elementary school, but when the time came, choosing what road I was going to take and what I was going to do with the rest of my life… Talk about an impossible task! Freelance Writing Online: From Dream to Present & Future What started as a love of education and wanting to educate other’s, quickly fizzled out as soon as the job market told me that becoming an educator wasn’t ideal. Teachers were getting laid off left and right, so why bother wasting my time and tuition money in a dead-end dream? Okay, so it was time to choose a fallback option. I loved to read and create, so English was an obvious choice, but what kind of job could I get as an English major… Besides teaching English? Enter in Dr. Terri Fredrick, and there began my journey in professional and technical writing. This was a professor who encouraged us to look at every option available, including freelance writing online. She taught us every lesson in the book: How to spot scams How to research clients How to cold-pitch ideas To not count yourself short However, the lesson that stuck with me the most was to do what you love. Upon graduating in 2013, this English major with her background in professional and technical writing knew that she wanted to write, but oddly enough, there weren’t all that many positions open for in-office writers. So, despite my family’s objections, I headed online, hit up ProBlogger.com, and landed my first writing position for a journalistic style website. [bctt tweet=”How do writers land a work-from-home online job? And what does their day-to-day writing from home look like? Cassie Boss, Express Writers’ expert writer, shares her story and tips.” username=”ExpWriters”] Interested in working from home and writing? We’re always interviewing for additional writers. Send in your resume or samples here! Freelance Writing Online: Part-Time Gig or Full-Time Job? The overall job outlook for writers and authors is projected to grow 8% between 2016 and 2026, according to the Bureau of Labor Statistics, and with traditional publishing declining due to the uprising of online publication, the demand for online freelance writers is expected to grow. Source: Bureau of Labor Statistics [bctt tweet=”The overall job outlook for writers and authors is projected to grow 8% between 2016 and 2026, according to the Bureau of Labor Statistics. Still not sure if freelance online writing is for you? Read our expert writer’s advice!” username=”ExpWriters”] What does that mean for anyone looking to start freelance writing online? Is this a position for part-timers looking to fill in some downtime? Alternatively, are there real possibilities to go full-time and make a living? It all comes down to your intentions and personal preferences. For those looking to make a hobby of it, there are plenty of opportunities, both paid and unpaid; however, for those looking to make a career of it, I have some advice: Prepare to get dirty and fight for your position. Becoming a full-time freelance content writer takes a lot of time, patience, dedication, and yes, maybe a few tears along the way. Just like any other dream, you must be willing to work for it. When I first started my journey into freelance writing online, I figured my degree would be enough to land me quality work, but just like with any other position, I had to prove that I could tough it out. This meant researching and writing on topics that I didn’t love, working long hours and when I finally had the opportunity to take on freelance editing, it meant working overnight shifts, effectively putting my social life on hold. What made it even harder, personally, was the fact that my circle didn’t believe that freelance writing was a “real job,” simply because I worked from home. To most, a “real job” consists of putting on business casual clothing, driving into the office and working 9-5. A “real job” wasn’t working in your home office at varying times researching and writing on topics varying from healthy keto recipes to Kim Kardashian’s latest relationship dramas. While it wasn’t a traditional reality, it was my reality, and I loved it. Not only was I writing, but I was continuing my love of education because I had to continuously research topics for client pieces, and I knew I would be educating others once they read the content I was creating. I was living my dream…. I am living my dream. Becoming a Full-Time Online Freelance Writer I could go on to tell you that to become a full-time freelance writer online you must create a website, pitch your ideas and network, but I’m not going to. There are enough blogs and how-to articles out there that do just that. That said, here are my tips on how to become a full-time online content writer. 1. Put Yourself Out There By putting yourself out there, I mean get comfortable with being uncomfortable. If I’ve learned anything … Read more

What is Content Writing? How to Write 7 Timeless Types of Online Content (Video)

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What is Content Writing? How to Write 7 Timeless Types of Online Content (Video)

In today’s video, I’m covering a popular how-to topic in the world of online content. Specifically: what is content writing, and how to write the seven types of timeless online content that apply directly to the online growth of a business. Let’s get into it!  Video Notes: What is Content Writing? How to Write 7 Timeless Types of Online Content (Video) In my first book, published back in 2016 called So You Think You Can Write, The Definitive Guide to Successful Online Content, I cover the seven types of content. These are: Web content Blogging Social media Ad and sales copy Expert, or industry writing Journalistic/news writing Creative writing These still apply today, and in the next few minutes, I’m going to explain what these content types are and how they apply specifically to an online business presence today, as well as writers looking to grow their experience and offerings by learning these content formats. 1. Web content Think of content writing like building a house. In this analogy, web content is the foundation. Web content, which includes the content on your home page, landing page, about us page, contact page, and more is the foundational content that every company needs to build an online presence. Without this, readers can’t find the information they’re seeking about your company, and the rest of your content strategy has nothing to build on. These pages are critical to develop. The skills a writer needs to write solid web page copy are SEO writing knowledge, to use those important keywords well in the copy, as well as engaging and conversion-friendly writing skills. Good web page copy should be about the customer, never just about the brand or product. 2. Blogs If web content is the foundation, blogging is the structure and rooms of the house. Blogging is a primary category of content that provides context for an audience, helps build SEO presence, and gives businesses a way to nurture their leads with a source of fresh, consistent content. Did you know… Companies that blog 11 or more times per month gain more than 4X as many leads than those that blog only four-five times a month (Source: Hubspot) Not only do blogs showcase your brand personality, but it also helps readers get a sense of who you are, what you care about, which topics to cover, and how much value you can provide for them, or not. Blogging is an essential type of online content writing, and when it’s done correctly, it can dramatically increase your views, your return on investment, and your overall success. There is no one-size-fits-all format for a blog. Instead, there are multiple styles of blogs including list blogs, “how to” blogs, “what to avoid” blogs, and more. By mixing and matching your blog goals and formats, you can build brand awareness as well as achieve SEO ranking goals. Read more about content goals here. 3. Social Media Think of social media as a supporting content player: it’s not enough for a company to only have a social media presence, but companies without any social media presence whatsoever typically do not make it very far in today’s social dominated culture. A lot of people finding brands online for the first time are going to go click on their Twitter icon, their Facebook page, to see what that company is ‘really’ like on social media. And that can really play into their purchasing decisions. We do well on Twitter and have expanded our profile reach to millions of users by starting a Twitter Chat called #ContentWritingChat. My Twitter presence, my personal brand profile at @JuliaEMcCoy, brings in leads that have bought my courses and books. Need to learn real #SEO writing skills? My short one-week course, The Expert SEO Content Writer, might be perfect for you. Learn more & see what 100+ students are saying: https://t.co/6bDtiKHurz — Julia McCoy | CEO, Author, #WomeninBusiness (@JuliaEMcCoy) February 22, 2019 Our brand’s Twitter profile at @ExpWriters has brought in agency leads. Mark your calendars and join us for the next #ContentWritingChat on Tuesday, March 5th at 10 AM Central!@CarlaJohnson will be joining us to share #storytelling tips for brands in 2019! pic.twitter.com/EpnX17GXOB — Express Writers (@ExpWriters) February 5, 2019 Social media works! A good social media writer will blend fun, engaging copy, emojis, and short sentences to promote a brand’s blog posts, events, or message. Some social media managers can even be paid to write captions. There is software that exists to discover trending hashtags. The world of content in social media alone is so much! Finding the right platform and staying on a consistent schedule with copy and visuals is key. 4. Advertising & Sales Copy Ad and sales copy bring the curb appeal to your products and services. This kind of copy is created to showcase the unique attributes of your brand “home” to people on the outside. Advertising and sales copy applies to companies in all industries, and takes many forms, from a long-form Facebook ad to a promoted tweet on Twitter or a paid campaign on LinkedIn. One of my sales pages that has brought in thousands of dollars in sales is this one. However, when it comes to sales copy, remember that building an audience and trust comes first. Today’s advertising and sales copy that brings in real revenue is also written in less of a ‘pushy’ sales tone. Instead, it should read like an approachable message for a friend. Good ads are segmented to the right audience at the right time; they are not manipulative, and they’re not misleading. A writer learning to write good sales copy should study the best. Joanna Wiebe and Copyhackers.com is a great resource for learning more about sales copywriting. 5. Expert Copy Think of expert copy like the fine art collection inside the home. At some point or another, all companies need expert writing. This is the higher level writing you encounter on the web. Specific industries, for example, may need a … Read more

8 Keys to Content Writing Success (for Freelance Writers & Marketers Hiring Writers)

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8 Keys to Content Writing Success (for Freelance Writers & Marketers Hiring Writers)

These days, content is apparently king. But writing content that rules over your competition is not that simple. According to Time, the average reader spends only 8 seconds reading a piece of content.  (That’s probably gone down some, considering that statistic is a few years old.) So it goes without saying: creating engaging, valuable content that helps your target audience is vital. These days, in order for businesses to increase traffic and revenue, it’s essential to invest in content marketing — and therefore, expert content writing. According to CMI, higher quality content creation accounts for 78% of content marketers’ increased success in the industry, over the past 12 months (CMI’s 2018 Benchmark). What’s more, 47% of marketers today are outsourcing their content. So, we’ve established how much content creation matters today — and how nearly half of all content created is outsourced! If you’re reading this, chances are you’re one of three individuals: A writer who has heard of content writing as being one of the most profitable forms of writing. A content writer looking to brush up on your skills to get yourself ahead of the game. A marketer or business owner who is looking to step up your marketing strategy by hiring a content writer. No matter what drew you to this article, you will walk away with a clear understanding of a major factor in online business success: Successful content writing. Let’s get into the good stuff! What Is Content Writing — Rather, What’s Good Content Writing? Written content comes in a number of mediums: blogs, social media posts, web pages, articles, white papers, video and audio recordings. It is information on a specific topic focused on a targeted audience. The key here is audience. If written content fails to attract its target audience, there’s not much point to the content, to begin with. A lack of audience engagement in your content results in a low ROI. [bctt tweet=”For writers and marketers, creating engaging, valuable content that helps your target audience is vital. How do you do this? @JuliaEMcCoy shares her 8 keys to content writing success! ?” username=”ExpWriters”] So then, what makes attractive written content? Think about the best movie you’ve seen recently. Got it? Why do you like it? Was it the special effects or music score? Maybe it had a great storyline or focused on a topic of interest. Chances are, the best film you can think of was a combination of these aspects in order to make it memorable. So what’s my point? Good content writing is similar in the way that it combines several key aspects in order to engage readers and perform well in search engines. Impressionable writing requires creativity, SEO tactics, consistency and purpose. We’ll soon delve into ways on how to achieve this. But first, let’s cut to the chase: Why Is Good Content Important? Quality online content drives marketing in almost every aspect. If your content is also optimized for search engines and draws organic traffic, you’ve hit the jackpot. Leading businesses know the value in this and are looking for the talent to create it. The internet is a crowded place and it’s only becoming harder to stand out. While good content brings in audiences, great content generates higher conversion rates. This is THE trick in driving revenue. Lucky for you, we’re going to reveal that trick. We’ve laid out easy-to-follow guidelines which focus on: What content writers should strive for What employers should look for [bctt tweet=”Why is great content important? See, with good content you cannot only attract your audience, but you also encourage them to engage leading to higher conversion rates. ? – @JuliaEMcCoy” username=”ExpWriters”] 8 Keys to Successful Content Writing Successful content writers have it all. Aside from being wordsmiths, they are SEO specialists, social media gurus and expert marketers. They create the online content, which drives traffic, charms Google and turns skimmers into subscribers. Although this description seems loaded, it’s easier to grasp when broken down. So, what are we waiting for? Successful content writing in 2018 is: Amy Poehler! Just joking. 1. Audience-Focused Reel in your audience and you’ll reap the rewards. This is because Google’s main focus is keeping searchers happy. So, if you’re catering to audiences, Google will cater to you. By creating relevant and helpful content that puts your audience first, you will enjoy more success. It’s a healthy cyber relationship. To know how to help your audience, you need to understand their pain points. Research your competition and take note of what they’re providing. A competitive content audit can help you focus on WHO your competition is and HOW they’re positioning themselves in front of your shared audience. When you know your audience, you can answer their burning questions in a voice that speaks to them. Remember: healthy cyber relationships rely on communication to survive. [bctt tweet=”Good content caters to the audience, and if it is so, then the higher the chances of Google giving you the reward of bringing your search results ranking to the top. ☝️ Know more about @JuliaEMcCoy’s keys to successful content writing.” username=”ExpWriters”] 2. Dynamic The best online content writers can master a wide-range of writing styles. Why’s that? Content writing projects come in all shapes and sizes. New Media Services sums it up well. Some examples of online content forms and their individual styles are: News: Short and concise paragraphs, including the summary of the story near the top of the content piece. Blogging: Friendly, inviting and opinionated. See any of the posts on the Write Blog for examples. White papers: Long-form while providing a solution to a problem. Case studies: In-depth information providing valuable knowledge based on research of a certain scenario. Ad copy: Concise and convincing with the goal of increasing conversion rate. Scroll Facebook on any given day and you’re bound to see ads in the right panel. Here’s an example of an ad from a consultant that makes millions using ads. Ebook: A powerful marketing tool, which can be offered free … Read more

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