Adam Oakley, Author at Express Writers
How to Do a Content Audit to Maximize Your SEO

How to Do a Content Audit to Maximize Your SEO

When it comes to the world of SEO, conducting a website content audit is a must.

These audits help you learn about the quality of your site’s content. They’ll show you what’s working (and what’s not). Plus, you get the chance to spot opportunities to improve your site overall.

Anyone who owns an established website or blog cannot overlook audits. There are unique challenges for all website owners when they consider their site’s search rankings performance. And regularly auditing your site and its content will help identify those specific issues. Doing so could help you climb to that coveted spot at the very top of Google’s search results.

If you’re unsure about what a site audit entails or how to do one, you’ve come to the right place. This post shares everything you need to know about easily conducting an audit.

Content audit for SEO

Image of a woman at a laptop with the text: How to Do a Content Audit to Maximize Your SEO.

What is a Website Content Audit?

Before we begin, you should know that conducting a website content audit requires time and patience. That’s because you’ll need to comb through your entire site, analyzing all assets like your blog posts and landing pages. Leave no page overlooked.

As you do this, you’ll want to look for errors, outdated content that you can refresh, pages that you can consolidate due to repetitive topics, and even pages that should be deleted entirely. Think of it as a massive spring-cleaning session for your website. You’ll tidy everything up to create a better user experience for readers and optimize the entire site to boost your rankings in the SERPs.

Why a Website Content Audit is a Must

By conducting a content audit regularly, you can improve the overall quality of your website, and boost usability. Plus, it’ll ensure your content is up-to-date and relevant while providing tremendous value to your target audience.

Here are some additional benefits of conducting an audit:

  • You’ll Gain Insight into Content Performance:If you want a successful website that attracts plenty of traffic each month, you need to focus on creating content with high performance rates. By reviewing your analytics during the audit, you create a clear picture of the content topics and formats that generate the most traffic, engagement, and conversions.
  • You’ll Better Understand Your Target Audience:Knowing the likes and dislikes of your audience is crucial. Not only does it shape your content strategy, but it can also yield tremendous value when it comes to crafting new products and services. This will make your brand irresistible.
  • Your Site’s Rankings Can Improve: When content is refreshed and updated, not only is it more appealing to readers, but it’s more appealing to Google as well. High-quality, valuable content ranks higher in search results, which will boost your organic traffic.

Although an audit may seem overwhelming, these benefits start to add up. With your updated website, you’ll start to leave a positive first impression on anyone who visits.

How to Do a Content Audit to Maximize Your SEO

Now that you’re familiar with the benefits, you probably want to know how to get started. Well, block off some time on your calendar, and let’s dive in. Here’s how to do a content audit in just a few simple steps:

1. Define Your Goals

First things first, it’s crucial that you know what your goals are before you begin the audit. So, take a moment and ask yourself – what am I hoping to get out of this process? Improving SEO is the most common goal for site owners, so that’s a great one to target. However, there are other things you may hope to achieve as well, such as boosting engagement or increasing conversions. Knowing your goals will specify which metrics are most important for you to monitor now and into the future.

2. Take Inventory of Your Site’s Content

Fair warning: this next step may get tedious, but it’s essential. You’ll need to take inventory of all the content currently living on your website. It’s the only way to ensure you’re reviewing every page for quality, value, and how well it’s optimized for search engines. And if you’ve had your site for some time now, this could take a while, meaning patience is key.

It’s helpful to have a spreadsheet to store your site information when you take stock of your content. Spreadsheets are perfect for keeping things organized. Plus, they can be easily shared with any team members assisting with your website content audit.

On the spreadsheet, you can add the following columns: URL, date audited, title, description, content type, keyword, alt tags, last updates, and internal links. Then, you can go through your website page-by-page and plug this information into the spreadsheet. Google Analytics is handy for obtaining a complete list of each page on your site. You just need to select “Behavior,” then “Site Content,” followed by “All Pages.”

3. Begin Analyzing Your Data

Now, it’s time to dive into each piece of content on your site separately to see if it’s up to your quality standards and Google’s standards. Here’s what you should look for:

  • URL and Page Title:Do both feature your page’s focus keyword? Is the title unique and descriptive?
  • Page Description:Does your description accurately depict what your page’s content is about in less than 160 characters?
  • Content:Is your content valuable to readers? Is it well-written and free of grammatical, spelling, or factual errors? Is there anything that needs to be updated? Your content should also feature your focus keyword in select locations (intro, headers, body, etc.). Has this been done? Is your keyword in any alt tags? Are there internal links to another relevant page on your site?

As you work on this step, visit your analytics to record your highest and lowest performing pieces of content. This will give you some insights into what your audience wants to see from you the most. You’ll want to note any areas that you haven’t covered when it comes to your content. Identifying content gaps now can help you fill out your editorial calendar for the months ahead since you’ll know what’s missing from your site. Perfect for generating new content ideas!

4. Map Out Your Next Action Steps

Finally, you’ll be wrapping up your SEO content audit by determining what your next steps will be. By using the data you’ve gathered, you begin to decide what to do with each piece of content on your site. This goes for both landing pages and blog posts. Will the page in question need to be updated, deleted, or is it fine as is?

Here’s a breakdown of each option to help you decide:

  • Keep:This category is for content you wish to keep on your site but doesn’t require any updates. Any content you choose to keep should be relevant to your target audience and should also be valuable and high-quality. It should also be performing well already because if it’s not, it’ll need some updates for better optimization.
  • Update:There are likely some pieces of content you want to keep but they might need some updating. Often, it’s because these pieces have outdated statistics or you want to change your target audience just slightly. When you find the content you want to update, spend a little time reviewing it to better understand how you can make it more effective to generate better rankings, engagement, and conversions.
  • Delete:Sometimes, you have content that doesn’t serve a purpose on your website anymore, and that’s totally fine. If you have any content no longer relevant to your business or your audience, consider letting it go. If it would require too many resources to update the content, hit the delete button. There’s no shame in being a little ruthless here because it just makes your site better.

To keep track of these action items, you can add a final category in your spreadsheet to document whether you’ll keep a piece of content, update, or delete it. This way, you’ll know what needs to be done next.

5. Optional: Invest in Tools to Assist With Your Audit

Luckily, there are a few tools you can use as part of the website content audit process if you want to make your job a little bit easier. For example, BuzzSumo is a solid option because it allows you to discover which content earns the most shares with a single search. All you need to do is enter a keyword or a domain. Then, you can use this information to better plan your content by focusing on the topics that are trending currently or of interest to your target audience.

Semrush is another helpful option. It’s a fantastic tool for researching and creating keyword reports, but it can also conduct a full website content audit. Semrush will alert you to issues with loading speed, crawlabilty, content issues, meta tags, and more. This helps ensure that you don’t overlook anything.

We Can Help with Your Content Audit

As you’re conducting your website content audit, you’re sure to find plenty of older content that needs to be updated. And you may even discover some content gaps you need to fill with new content. Luckily, you can take some of those tasks off your plate by outsourcing your content creation to us.

If you’re having trouble deciding how to update your content, chat with our client success team today.


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12 Copywriting Hacks to Skyrocket Your Conversions

12 Copywriting Hacks to Skyrocket Your Conversions

One of the most important tasks you undertake as a business owner is to convert your website visitors into leads, email subscribers, and paying customers. It sounds like a simple enough task, but we all know how challenging it can be to get people to convert.

So, is there some secret to increasing your conversions?

A quick Google search will yield tons of articles filled with strategies and tips, promising to improve your conversion rate. And sure, that advice is helpful. But the best way to generate results consistently is through the copywriting featured on your website.

Now, if you don’t have a knack for writing, this may shock you. However, the good news is that there are some simple copywriting hacks you can follow to make this process easier. And this article has plenty of practical tips that will make creating powerful copy a breeze.

Increasing conversions through copywriting

12 Copywriting Hacks to Skyrocket Your Conversions

Whether you’re crafting copy for a landing page, a product description, or writing the perfect call to action to conclude your blog post, these copywriting hacks will come in handy. They’re sure to take your writing skills up a notch to encourage your readers to take action.

1. Always Keep Your Ideal Reader in Mind

This advice should come as no surprise, but it’s important to remember. When writing copy, you always need to create with your ideal reader in mind. That’s why you need to know who your target persona is.

As you write, envision yourself having a conversation with this person one-on-one. Treat it as if you’re talking to a friend, and the copy will feel more conversational over being a sales pitch. This also means you need to write like they talk, so don’t use complex jargon they don’t understand.

2. Use the Actual Words and Phrases of Your Target Audience

Building off that last tip, one of the most powerful copywriting hacks you can use will have people think you’re reading their minds. Now, the way to do this is by using the exact words and phrases they’ve said to you. It’ll basically be like they’re writing your copy for you, making your job easier!

To get this information, pay attention to what people say when leaving comments on your blog or social media. You could even send a reader survey to ask about their biggest struggles. Then, when you develop an offering to address their pain points, use their survey responses to write the sales page.

3. Focus on Your Unique Value Proposition

Odds are, there are tons of people online who offer the exact same thing as you. If you want to be the one someone chooses to spend their money with, you have to stand out. The best way to do that is by focusing on what makes you and your offer unique. Use your copy to differentiate yourself from the competition and communicate why your offer is the best option.

4. Write Compelling Headlines That Generate Clicks

According to Copyblogger, eight out of 10 people will read your headline copy on average. However, only two out of 10 will continue to read the rest of your blog post or web page. That means you need to write headlines that garner attention and generate clicks. Your headlines should leave your reader wanting more, so they have no choice but to click through to your site.

To do this, add statistics and numbers to your headline when appropriate. For instance, this blog post has a number in the headline, indicating how many tips the reader will receive. You can also use your headline to evoke emotions or promise to provide a solution to a common pain point.

5. Show Them What Life Could Look Like if They Take Action

One of the best copywriting hacks to skyrocket conversions is to take your audience on a journey. You can paint a picture of what their life could look like after they’ve received access to your freebie or purchased your offering.

Answer the following – What kind of value will this offer add to their lives? What kind of transformation can they expect to experience? People need to know what’s in it for them. And by focusing on the result, you’ll see more conversions than if you simply focus on the details of the offer.

6. Eliminate Any Obstacles Preventing Them From Taking Action

Sometimes you can do everything right, and your audience will still be on the fence. That’s when you need to eliminate any obstacles standing in their way. So, put yourself in their shoes. What questions do you think they’re having when they’re deciding whether to purchase something? Why do you think someone might be hesitating to act?

Address those concerns in your copy by directly calling out the emotions they’re feeling. Answer the questions they’re asking themselves. They’ll feel like you’re in their heads, providing an answer to everything they’re wondering. And ultimately, they’ll feel more confident in taking action.

7. Use “You” Instead of “We”

When writing copy, it’s tempting to talk about yourself by using the words “we” or “our.” However, that’s not really going to resonate with your reader. That’s because your reader doesn’t necessarily care about your company or your offering in general. Rather, they care about what your offering can do for them. Review your copy before publishing and remove any instances of “we” or “our. “ Instead, try using the word, “you.”

8. Make Sure Your Copy is Easy to Read With Proper Formatting

Whatever you do, don’t forget to format your copy after you’re done writing. There’s no bigger turn-off to your reader than one gigantic block of text. It’s overwhelming and hard to follow.  People may be more inclined to leave your site rather than attempt to read your content in its entirety.

That’s why you need to format your copy before hitting publish. This can be done by incorporating headings to differentiate each section, bulleted lists, and images to break up the text. This is one of the most important copywriting hacks because people might not bother reading otherwise.

9. Add Social Proof to Really Seal the Deal

How often do you read reviews before making a purchase, especially if it’s expensive? Probably quite frequently. Your target audience operates the exact same way. Sometimes they’re on the fence about signing up to buy something, and they need a little extra convincing. The best way to do that is through social proof or testimonials.

When someone can see the positive experiences others have had, they’ll be more likely to convert because they’ll want the same results or to feel the same way. So, if you’re creating a landing page, add a few testimonials between different sections. It breaks up your copy and allows people to see how your work has impacted real people.

10. Communicate Urgency When Appropriate

One of the copywriting hacks sure to inspire action right then and there is to communicate urgency. There won’t always be a time when it’s urgent for someone to take action. For example, your opt-in freebie for your email list isn’t going anywhere. They won’t miss out forever if they don’t sign up immediately (unless it’s disappearing). So, never fake urgency for the sake of generating conversions.

However, if your offer is expiring, make that clear with your copy. Tell people when the last day is to sign-up for or purchase something. If there are limited spaces available, communicate that as well. This informs your reader that they’ll need to decide quickly if they don’t want to be left out. It’s perfect for driving conversions in a short timeframe.

11. Have Someone Else Read Your Copy and Offer Feedback

Sometimes we get a little too attached to our work. Or we may think something makes sense when really it doesn’t. The best way to ensure your copy is a hit with readers is to have another set of eyes look over your content.

This third party will be able to spot any errors (spelling or grammar) and can offer feedback if they feel it’s missing the mark. Constructive criticism goes a long way in helping you to become a better writer, so never be afraid to ask for a friend or colleague’s opinion.

12. Be Willing to Test Your Copy and Make Adjustments

You aren’t always going to get it right the first time. And there’s nothing wrong with that! One of the best copywriting hacks you can implement is to be willing to test your copy to see what really resonates with your audience. After all, you won’t know what works until you review the data.

Dive into your analytics to see if people are taking action. Are they clicking your buttons or links? If not, your call to action might not be strong enough. Rewrite your copy and see if it helps drive the conversions you desire. Give it time and review your analytics again. See which one was more effective. This is where A/B split testing really comes in handy. Just be patient because it’ll be worth it in the end.

Generate Conversions With Professional Writing

Still questioning your ability to implement these copywriting hacks? Leave it to the experts! Our team of writers is skilled and knowledgeable about writing content that converts. We develop blog posts, web page copy, product descriptions, and more to drive sales.

Our Content Shop showcases our available services, so check out what our team has to offer.


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Agile Marketing: What It Is and How to Get Started Right Away

Agile Marketing: What It Is and How to Get Started Right Away

No company wants to be left in the dust by their competition. That’s why it’s important to prioritize things like flexibility and speed. You need to be able to handle any abrupt changes that arise, make decisions quickly, and then act accordingly. It’s essential to be willing to pivot when necessary.

With that in mind, it’s no wonder so many people turn to agile marketing in an effort to be more innovative and stay relevant in a saturated niche.

In fact, 51% of marketers surveyed said they used at least some aspects of an agile marketing approach in their work. That includes things like working in sprints. But what exactly does all that mean?

In this article, you’ll learn what agile marketing is and how you can begin implementing it within your organization to create massive success. Let’s dive in!

What is agile marketing

What is Agile Marketing?

If you’re a small business owner or marketer, you’ve probably heard of agile marketing. It is a strategic approach largely focused on the ability to execute projects quickly. This type of marketing relies on rapid experimentation to help you find the best ways to reach your audience and drive results in business.

Tasks that previously took months to complete can now be accomplished in just weeks. This is done by implementing a work schedule featuring short sprints, or bursts, when working to achieve goals. These sprints are short periods of time with intensive work to get things done quickly.

It’s unlike traditional marketing, which typically requires large budgets and elaborate plans that take months to fully implement. With this approach, you constantly test new ideas and have the ability to tweak your strategy according to what’s performing the best at the moment. Then, once you’ve found something that works, you can build a full-fledged campaign.

The best part of agile marketing is that you don’t really need any specific tools or software. You just need the right mindset to implement the appropriate strategies and the drive to keep pushing forward. Those qualities are crucial to keeping up in today’s fast-paced market.

You can read the Agile Marketing Manifesto if you’d like to learn more.

The Benefits of Going Agile in Your Business

Whenever the idea to try something new in business arises, hesitation often follows. Will this really be worthwhile to pursue? Will you see a return on your investment or will it be a major flop? Truthfully, you never know until you try. However, there are some great reasons to give agile marketing a go if it sounds appealing to you thus far.

Here are some benefits you can expect:

  • Increased Efficiency:Working in sprints prevents projects from being unnecessarily drawn out for months. After all, if you give yourself months to complete something, that can be how long it’ll take. Give yourself a couple of weeks to accomplish the same task, and you’ll be more likely to make it happen.
  • Boost in Innovation:By implementing this approach to marketing, you’ll get feedback sooner rather than later. This will allow you to act on that data at lightning speed, meaning you can make changes to your strategy quickly and effectively to drive your desired results.
  • More Business Growth: When you’re dedicated to your work and focused on efficiency, growth at a rapid rate is more likely. Before you know it, you’ll have generated more brand awareness, you’ll see more engagement, and your sales will skyrocket.

These benefits show just how powerful this approach can be, which is perfect if you need help getting your team on board and eliminating any skepticism they may have.

How to Get Started with Agile Marketing

Although agile marketing has been around for some time, it’s still a relatively new concept for many businesses. Not only that, but those that have adopted this approach have done so in different ways. That’s because there isn’t one set process to follow. It’s more about having the right mindset and implementing the practices that work best for you. There are a few methods you can use to get started.

1. First and Foremost, You Have to Set Your Goals

Before you begin pondering the strategy you’ll implement, you need to understand exactly what you want to achieve from your marketing efforts. Knowing your goals means you can take action accordingly, pursuing the things that will get you closer to where you want to be.

So, what results do you want your marketing to produce? Do you want more website traffic or to increase your social media following? Are you hoping to generate more leads per month? Do you have a specific sales goal you’re trying to hit? It all depends on your business focus at this moment. Take some time to figure that out so you can map your work sprints accordingly.

2. Decide Which Elements of Agile Marketing Make Sense for You

Because there are different ways to go about agile marketing, you get to decide what this approach looks like for you and your team. Remember that it’s all about flexibility. That’s why there’s no such thing as a rigid framework you need to follow to create success. You can do what’s best for you.

With that said, there are two main ways to implement agile marketing for your team. They’re known as Scrum and Kanban. Scrum revolves around sprints that last anywhere from two to six weeks. There will also be dedicated team members, such as the Scrum Master, to ensure everyone stays on track. Plus, you’ll incorporate meetings for planning, stand-up (daily 15-minute check-ins), and reviewing the work you’ve accomplished.

But if your team finds it challenging to follow a predetermined timeline for a sprint, there’s Kanban. This approach is a bit more visual when mapping out the structure for your team’s workflow. There will be a board that displays tasks to complete, tasks that are being worked on, and tasks that have been completed. Boundaries will be put in place to outline how team members will accomplish tasks. And of course, regular meetings will keep everyone on track.

3. Design Your Marketing Team

When putting your agile marketing team together, don’t just pick those already working in your marketing department. Your team should be comprised of people from different departments so everyone can come together and work toward a common goal. For instance, get those on your sales team involved. Bring in people from customer service, human resources, and even public relations if you have those departments.

You never know when someone might have a fresh perspective to add that could transform how you work. And if you’re planning to implement the Scrum framework, there are unique roles that you’ll need to fill to keep everyone working accordingly.

4. Start Mapping Out Your First Sprint

To begin planning a sprint, you need to determine the end goal. Knowing what you want to achieve helps everyone on the team keep the bigger picture in mind. From there, tasks can be mapped out based on priority. Once you know what work needs to be done, it can be assigned accordingly. Consider a team member’s strengths and interests so they can do the things they’re best at and will most enjoy to ensure productivity.

Another important element of mapping out a sprint is determining the time frame. The point of agile marketing is to get things done at a quicker pace than normal. However, you still need to be realistic about what you can achieve in a specific timeframe. Sprints are typically anywhere from two to six weeks, so think wisely about how much time your team needs to do a job well.

It’s also helpful to have daily goals and milestones to ensure everyone stays on track instead of falling behind. This is when those daily stand-up meetings come into play since each team member can share what they accomplished the day before and what their focus is for the day.

5. Come Together to Review Progress After the Sprint Ends

Once your sprint has wrapped, it’s helpful to schedule a team meeting to review how it went. This is an opportunity to show off what you’ve accomplished during the designated sprint timeframe. Team members should be encouraged to show off the results of all their hard work. They can even share any wins, no matter how big or small. You can also use this time to give the team feedback and discuss ways to improve for the next sprint.

Ready to Outsource Your Content Creation?

If you want to free up your team to focus on the tasks that will drive your business forward, consider outsourcing your content creation to the experts. The Express Writers team can create incredible, high-quality blog posts, social media content, and more that your target audience is sure to love.

Head over to our Content Shop to view our services and place your order today.

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What You Need to Know About Hiring Top-Notch Financial Content Writers

What You Need to Know About Hiring Top-Notch Financial Content Writers

The internet is the world’s directory for products and services. Whether you need to order groceries, find a dog walking service, or locate a home repairman, a quick online search enables you to compare options and make a decision.

One of the best ways to inform potential customers about your services is to produce online content attracting them to your website. Sheer content production alone, though, won’t continuously draw new customers to your business.

Instead, effective new content—blogs, business services pages, product reviews—is paired with search engine optimization (SEO) strategies to get your content to the top of a consumer’s search results.

Producing content for financial services providers or product sellers is no different. Consumers seeking to establish a new relationship with financial services providers, such as investment or wealth management, retirement planning, or financial planning advice desire an experienced company they can trust.

Outsourcing your financial content writing to an experienced writing agency saves your business time, effort, and expense while increasing your market share and customer reach.

How to hire financial content writers

Why Hire an Online Content Writer?

Customers use online content to learn more about a company’s product or service before buying it. But what is “online content”? Everything from your business’s “About Us” webpage to your staff listing and product descriptions is valuable real estate.

In an economy where 85% of customers find local businesses online, a strong internet presence is a must. Creating your online content optimized for online web search requires a trained in-house marketing staff familiar with SEO strategies meant to attract new and repeat customers.

However, depending on the size of your business, this may not be feasible. Even if you have an in-house staff, budget constraints may limit the resources your in-house marketers can devote to content creation.

Outsourcing content creation is beneficial to creating superior, typo-free, and relevant search-engine-optimized content. Perhaps this is why as much as 84% of business-to-business marketers and business-to-consumer owners outsource content writing.

What is SEO?

An effective writing service provider implements search engine optimization (SEO) strategies. Put simply, SEO is the process taken to get a website placed higher in the results provided by an online search engine (usually Google).

You can consider SEO to be the free analog to paid advertising. For example, you can pay to have Google provide your website when a potential customer searches for specific keywords. On the other hand, you could optimize your website so that search engines such as Google place it higher on the list of results when a potential customer searches.

Consider a blog comparing different types of retirement accounts. The most common are 401(k) accounts and Roth IRA accounts. If someone were searching for the differences between the two accounts, they’re likely looking for applicable income limits, contribution maximums, and investment strategies. If anyone were to find your blog, it would need to outrank other websites comparing these retirement accounts.

Using SEO can pull you up in rankings. But SEO isn’t only about strategic keyword placement. It’s also about content and design.

Writing Effective Content

To make outsourcing your content creation effective, the content must be high quality. A high-quality blog will not only include relevant keywords, but it will also provide a solution to whatever problem it is that readers endeavored to solve. The longer your audience engages with your content, the more favorable the ranking by the search engine.

Search engines also emphasize intent: Why did this individual search for this string of terms? Do they want to know how to do something? Are they looking to make a purchase?

When your writer understands the target audience, they write more interesting and engaging content.

Using Effective Keywords

The keywords you choose will drive potential customers to your website. The particular keywords you target aim to attract different audience segments to your site.

Imagine that you sell investment management services for clients able to invest at minimum $25,000. Ranking for a keyword like “cheap investment advice,” for instance, might garner thousands of clicks per month. But who would these clicks come from? People who might not have $25,000 to invest!

Keyword selection matters because you need to choose specific words that naturally occur to your audience.

Hiring a Content Writer in Your Field

Consistently publishing online content keeps your business relevant to consumers. For example, an error-free blog written on timely topics adds credibility and authority to your services. When this content pairs with SEO strategies, you make it more likely that consumers or businesses see your posts.

Outsourcing financial content writing will benefit your business in the following ways:

1. You can focus on your business.

Some small businesses consist of a handful of trusted and capable employees. Mid-sized businesses may have an in-house marketing department dedicated to reaching new consumers. In either situation—and all of those between—outsourcing content creation saves time.

Take a 1000-word blog explaining the difference between a certified financial planner (CFP) and an investment broker. While a relatively uncomplex topic, a thoroughly researched and well-written end product requires hours of sourcing and drafting. A content editor would need to review the first draft, while a manager would need to approve the product before posting online.

Posting a high-quality blog would require at least two to three levels of review, taking multiple employees away from other tasks.

When you outsource content creation instead, you allow yourself to focus on the business of running your business.

2. You keep costs down.

Employing a team of in-house marketing strategists is beneficial for businesses with a steady revenue stream capable of supporting multiple salaries. These marketing strategists provide a return on investment by building your client base and brand awareness and developing goodwill and identification in your sector.

But what if you could achieve all of these benefits without paying numerous salaries? Not to mention the additional employment taxes, employee benefits, and social security payments that you save on.

When you outsource your content creation, you only pay for the final deliverable—your new content. No need to pay employee wages and related taxes.

You would also save on non-monetary resources by hiring an outside financial content writer. For example, outsourcing means:

  • That there is no learning curve. A quality writing agency only employs content creators well-versed in their respective fields. The agency ensures each writer has professional experience with the required topic. Instead of wasting time searching for a freelance writer helter-skelter, outsourcing a financial content creator from an agency is a one-stop shop.
  • That the writer understands your audience. To write an online blog post, professional services page, or authoritative resource guide, the author must understand the target audience. The fact that the author knows finance marketing does not mean that the author can translate that information into easy-to-process language for the target audience.

Content creators employed by an outside agency, on the other hand, spend their professional lives communicating information in easily understandable terms. Compared to an in-house marketing team that composes online content as part of their job description, outsourced writers work exclusively to create effective content accessible to any audience.

3. You build authority.

Only content only matters if it’s authoritative. You want customers or other businesses to value it as a resource to learn more about your services, current industry trends, and how your company fits into the larger sector. Customers are more likely to trust your business when its online content is professional, clean, and typo-free.

Outsourcing financial content writing solves this problem. Writing services maintain and enforce strict quality compliance guidelines. This ensures that every deliverable meets your standards and speaks to your client base.

You can also establish authority by maintaining consistency across content forms. Consider your business’s brand identity: How will consumers read this blog and know immediately it comes from my website?

Developing a style guide will make uniform:

  • Using particular stylistic tools, like the Oxford comma
  • Employing images, infographics, or other visual media
  • Including numerical data or statistical information
  • Setting limits for paragraph length
  • Using a particular tone

Clients can tell when you aren’t using quality writers. Working with an outsourcing service ensures strict compliance to the highest standards.

4. You promote traffic to your website.

The point of your business’s website is to attract customers. Creating content on a consistent schedule gives them a reason to revisit your site time and again.

That said, the content you produce should serve a purpose. Once you’ve described your business’s services or products on your business services page, there’s no need to publish additional blogs reiterating what you’ve already said. After all, there are only so many ways to define and describe what a wealth advisor does.

Instead, use your blog to highlight new industry trends and illustrate how your company keeps its services current. This is where digital content naturally lends itself to search engine optimization (SEO).

Utilizing SEO can land your content at the top of the stack when a potential customer runs a query through an online search engine. For example, search engines rank a piece of content’s relevance by whether it includes certain high-traffic words and phrases as determined by the engine’s users.

A writer using SEO places those specific keywords throughout the content to drive traffic to your website.

5. You gain new insight into your industry.

Outsourcing your content creation provides you access to a larger pool of writers. These writers bring varied and unique points of view, generating new ideas for your business. One writer’s take on an assigned topic may provide you with an unexpected perspective you hadn’t considered.

Similarly, new business trends develop almost daily. A writing agency that effectively uses SEO tools can identify new areas of content centered on these trends for you. This keeps your website current while also keeping you in the loop.

As clients read your content, they compare your services with other information they have on the topic. When your information is original and provides a fresh perspective, it helps your clients connect with your brand.

6. You build a loyal client base.

Optimizing content for the online marketplace requires concise and shareable posts. When you upload a new blog, you capture your audience’s attention. Regularly updated posts encourage audience retention. As you build authority in your industry over consistent posts, your audience will come to trust you.

A trusting audience is a loyal client base. Loyal clients share their experiences with your content and products with their friends and family. While the way in which we engage with information has moved to the online space, traditional word-of-mouth recommendations from peers are still one of the most effective marketing tools.

When a loyal client shares a link to your blog on their social media or includes a write-up in a professional email, your business gains greater brand awareness.

Meet Our Writer

Dale Davis is a member of Express Writers team

Express Writers is Here for Your Financial Content Writing

At Express Writers, we’re people-oriented, and our writers are stellar. We vet all of our specialty and industry writers, checking for on-the-job experience, advanced degrees, and years in content writing.

Our finance writers have been bankers, accountants, and insurance folks with many years in the industry. They keep up with industry terminology and can break down these terms for your target audience.

Whether your financial services or products are general or niche, our writers will rely on their experience and research capabilities to deliver an authoritative, specialized piece that attracts customers to your webpage.

When partnering with Express Writers, you’ll also work closely with our client success and content management teams. They provide friendly, helpful service to make sure you get the right content in the right context.

Take content marketing off your plate, get in touch today. Our expert client success team is ready to answer your questions.

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11 Content Marketing Trends to Keep An Eye On in 2022

11 Content Marketing Trends to Keep An Eye On in 2022

Content marketing is a wildly competitive arena, that’s why brands need to implement strategies that will allow them to stand out from the crowd.

Brands need to do whatever it takes to remain relevant and get in front of the right audience. However, when you consider that the content marketing industry is forever evolving, this can sometimes feel like an uphill battle. You don’t want to invest time and money in the wrong places.

Luckily, content marketing doesn’t have to be a guessing game. You can better map out your strategy for the year ahead when you consider top content marketing trends and begin incorporating them.

Content marketing trends 2022

Why It’s Important to Monitor Content Marketing Trends

Before we dive into the top content marketing trends of 2022, you might be wondering if following what’s trending is worth it.

While it’s smart to focus on implementing the strategies you know are effective for your brand, it’s also important to experiment. Being open to trying new things could help you discover other clever tactics for getting your brand out into the world.

Here are a few reasons why you want to be aware of the trends:

  • It Tells You What’s Happening in the Industry: Don’t ignore what’s happening in your industry, or you’ll quickly fall behind your competitors. It’s better to be aware of the directions of trends so you can adapt your strategy accordingly.
  • Your Content Marketing Strategy Won’t Get Stale: Doing the same old thing all the time will get boring fast, for both you and your audience. If you’re looking to freshen things up, try experimenting with a new idea. It’ll be exciting to create something different and will give your audience fresh content to enjoy. Then, you can see what resonates most with them.
  • It Could Help You Reach a Whole New Audience: Introducing a new medium to your content marketing strategy (like podcasting when you’ve strictly published blogs) can help you reach a much wider audience. You’ll generate more brand awareness that could lead to massive success.

11 Content Marketing Trends to Keep an Eye On in 2022

For 2022, 66% of marketers expected to increase their content marketing budget compared to 2021. Especially since content marketing is a powerful way to reach your target audience, drive conversions, and grow your business. But to use it effectively, you need to know where to direct your attention. Here are 11 content marketing trends to watch this year:

1. Greater Focus on Value-Driven Content

When it comes to your inbound strategy, value-driven content is where it’s at. People are more receptive to content when there’s something in it for them versus when you’re focused on pitching an offering. That’s a turn-off that will send people running from your website. Now more than ever, being of service to your audience is essential.

Instead of thinking about what’s in it for you, think about how you can provide readers, viewers, and listeners with content they’ll genuinely enjoy.

To do this, create content on topics that will resonate with your target audience. Focus on providing a solution to their biggest pain points. Then, provide tremendous value that will position you as an expert immediately. Show them that you’re knowledgeable on the topic at hand and establish trust.

This is a long-term game, but you can reap major rewards. It’ll help you develop a strong connection with your audience, while you step into the role of a thought leader in your industry.

2. Short-Form Video is Getting Top Priority

Mirroring the success of TikTok, Meta launched Instagram Reels in 2020 and then brought the feature to Facebook in 2021. All three of these options are focused on short-form video. TikTok allows users to create videos up to three minutes long, although it is also rolling out 10-minute videos. Meanwhile, Instagram and Facebook have kept videos limited to the one-minute mark.

Considering both TikTok and Instagram Reels have seen great success, it’s no wonder many brands are jumping on board. TikTok hit one billion active users in September 2021, with creators using it to share entertaining videos, dances, pranks, and more. And since influencers see an engagement rate of nearly 18% (consistently higher than Instagram and YouTube), it seems to be paying off. Over on Instagram, Reels are showing a 22% higher engagement rate than regular videos.

If you haven’t yet jumped on board with short-form video on one of these platforms, start thinking about it. Brands can share actionable tips and tricks, helpful advice, or even behind-the-scenes content to build relationships. All are great options to use these one-to-three-minute video platforms.

3. Podcasting is Still a Worthwhile Avenue

In 2021, U.S. consumers reportedly listened to 15 billion hours of podcasts. This statistic shows that podcasting isn’t going away anytime soon. And with the introduction of platforms like Clubhouse and Twitter Spaces, brands have been sparked to incorporate audio into their content strategies.

While Clubhouse and Twitter Spaces offer an easy way to get started with audio content, podcasting is for those ready to get serious about this medium. Podcasting allows you to build a house to store all your audio conversations, which is often preferable when you consider they’ll ultimately expire on Clubhouse and Twitter Spaces. With a podcast, your content can live on for a long time.

Podcasting is a fantastic way to generate more awareness for your brand and position yourself as an authority in your field by sharing valuable content. Not only that, but 60% of podcast listeners said they searched for a product after hearing it mentioned in a podcast. So, you can use this to drive sales effectively for your brand’s products and services.

4. Content Audits Will Become a Necessity

If you’re not already conducting regular audits of your content, you’re missing out. This is one of the content marketing trends you simply cannot avoid if you want to get the most bang for your buck from the work you’re publishing. Content audits allow you to do a deep-dive into your analytics so you can see what’s working and what’s not.

From there, you can determine what to continue spending time and money on. If you notice a particular social media platform isn’t performing as well as you’d hoped, that’s an indicator to tweak your strategy to see if you can turn things around. If you see your blog posts perform well, you’ll know it’s worthwhile to stick to a consistent posting strategy. Let the data be your guide so you can do things with intention.

5. Increased Virtual Events Over In-Person Events

Due to the COVID-19 pandemic, brands that typically hosted in-person events were forced to forgo them due to public health and safety concerns. Although it’s now 2022 and the world is reopening, many are hesitant to go back to life as they knew it before. For that reason, there’s been an increase in virtual events as brands opt to hold their annual conferences online or offer a hybrid option.

A Content Marketing Institute survey stated that 30% of respondents planned to increase their investment in hybrid events. Events are a fantastic way to drive revenue for a business and are also great for bringing people together to make connections and build relationships. So, it makes sense that brands wouldn’t want to cut out events entirely.

To curate events successfully now, the content marketing trends show two options. You either go all virtual or offer a hybrid model, allowing people to choose how they’d like to attend. With a hybrid option, those that can spend more or want to mix in person can do that. Meanwhile, those who want a cheaper ticket and no travel expenses while still soaking up the value of the event can opt for a virtual seat.

6. Influencer Marketing Will Generate Awareness

While some may be tired of hearing the word “influencer,” it’s not going away anytime soon. Influencer marketing is one of the top content marketing trends in 2022 because it’s been shown to drive real results. 51% of marketers reported that influencer marketing allowed them to acquire better customers.

The reason behind this is that people trust their favorite creators’ suggestions for something to do or purchase. 61% of consumers say they trust recommendations from influencers, while only 38% trust branded social media content. That says a lot about the kind of content that resonates with people online, meaning it’s worth experimenting with an influencer marketing campaign.

The exposure generated from working with an influencer could result in more brand awareness, getting in front of a new audience, improved brand advocacy, and a boost in sales. All those things are worthwhile goals to target and can easily be done through one short campaign.

7. AI Will Make Your Job Easier

Content marketing trends almost always evolve simultaneously with the latest in technology. And these days, it’s all about artificial intelligence. Although AI isn’t foolproof, it can help save time.

For instance, there are tons of AI writing tools that can be used to generate content at the push of a button. You only need to input the pertinent data and watch the content populate. Generally, it still requires a human to comb through the content and make edits for readability.

You’ll also still need to take extra steps to optimize the content for Google and add links to resources. So it’s unlikely to produce a ready-to-publish blog but can get the ball rolling. That’s why we don’t see AI replacing humans.

Besides writing tools, another smart way to use AI is by adding a chatbot to your website. These bots are powered by AI technology and can address common complaints or concerns from customers. However, they can only do so much.

Chatbots can be programmed to answer specific requests but aren’t able to go in-depth when deeper issues arise. A customer service request will need to be passed to a human, but it eliminates time spent answering repetitive inquiries.

8. User-Generated Content Will Be More Popular

Paying for others to post about your brand through influencer marketing is great. However, there will always be people who post and rave about your work for free. This is known as user-generated content.

These are unpaid posts that someone shares with their audience to genuinely talk about their experience with your brand, products, or services. Think of it like word-of-mouth marketing because they’re telling their friends about you via social media without you having to pay a dime. It doesn’t get much better than that!

The reason user-generated content is worth mentioning as one of our content marketing trends for 2022 is because brands don’t utilize these posts enough. First, you need to make sure you’re keeping an eye out for mentions of your brand on social media. If someone pays you a compliment, say thanks. Then, get permission to share their post to your account.

Not only does it show you’re appreciative of their kind words, but it builds social proof. It shows you have brand advocates who support you. This type of organic and genuine love for your brand will go a long way in positioning your brand as trustworthy.

9. More Interest in Infographics

Did you know that 45% of marketers who leverage content marketing also create infographics as part of their content strategy? Infographics provide a powerful way to communicate information to your readers. These visuals can focus on important information contained in an article, such as relevant data and statistics. Infographics can even summarize the main points mentioned within an article.

Not only are these great for helping readers digest information, but they’re highly shareable. Infographics perform well on platforms like Pinterest, and they can help your content stand out. While it may seem time-consuming, a great infographic goes a long way. Consider hiring a designer (if you don’t have one on your team already) to create some to go along with your top blog posts.

10. Your Audience Expects Personalization

These days, your audience craves personalization. We’ve all gotten so accustomed to how different brands personalize their websites and content based on our interests. For example, Amazon considers your search history when recommending other products to purchase. Netflix recommends new shows based on ones you have watched previously. And even Spotify will suggest new songs according to your tastes.

But how can you incorporate personalization for your audience? It helps to understand your audience’s buyer personas. You need to know what people are interested in and what they’re turning to your brand for when it comes to content and offerings.

To do this, you can build various segments of your email list to make sure you’re sending specific content to those who would be most interested. For example, if you offer different opt-in freebies, you can segment people based on their interests. Someone who signed up to receive an opt-in on marketing would likely enjoy receiving emails catered to this interest. Therefore, you could send them special emails on this topic and promote any relevant offerings to them.

11. More Human, Empathetic Content

Given the state of the world in recent years, it’s more important than ever that brands put themselves in the shoes of those in their audience. They need to understand their customers, the challenges they’re facing, and what kind of solutions they’re looking for.

Brands are also expected to care about and get involved with important social causes. That’s because people are looking to support brands whose values align with theirs, or they may take their business elsewhere.

While making sales in business is important, it’s crucial to focus on providing better customer experiences, building relationships, and establishing trust. And you can do that by showing the human side of your brand and being empathetic toward what your customers need most.

Let Express Writers Handle Your Content Marketing

Trying to manage your content marketing totally on your own can sometimes feel overwhelming. That’s when you need to hand it over to the pros! At Express Writers, our team of expert writers can map out a content plan, write blog posts, create lead magnets to help your brand get noticed.

Need help deciding what services work for your brand? Chat with our expert client success team.

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This post was updated on June 7, 2022