As most of our clients already know, we’re constantly updating and maintaining our services, team, and processes here at Express Writers.
Quality is first and foremost at our heart.
One reason I haven’t sought an outside partner or funding source is that running the company 100% by ourselves allows us to make fast, agile changes to our processes.
These processes can instantly allow our clients to experience more customized, high-quality services–and turn on a dime to change or fix any issues, if they come up.
Our personal commitment and involvement at this level is one major reason why we don’t even consider ourselves a competitor against many other “content vendors,” like Textbroker and WriterAccess, to name a few.
You want cheap content on a budget? We’ll hold the door open for you, and recommend one of those vendors.
You want quality web content for your blog, website or your clients’ sites? That’s when you come to us.
As the CEO, I haven’t earned my place in the top content marketers worldwide by chance or through cutting corners. Quite the opposite. It’s been a long, grueling journey, full of learning experiences and challenges. I learned and grew, as I wrote and published multiple bestselling books in my industry, led my company, and built/rebuilt our processes.
This April, we’ve made some changes in our Content Shop that we want you to be aware of. What’s at heart? You guessed it–quality.
We want to continue to serve our clients with the best content (not the cheapest). Continue reading for a short memo on our internal, and external, changes.
Express Writers’ Expert Copywriting Update & Internal Process Improvements: 3 Major Changes to Our Writing Levels
Here’s a rundown of the major changes we’ve gone through this year. There are more–we literally improve our processes daily–but these are the biggest ones.
1. General Content Creation Level Update
As you probably know by now, we’ve always offered three levels of content at Express Writers:
General (no longer offered publicly, at request only on a case-by-case basis: our lowest-cost writer level for easier subjects)
Expert (expert writers with specific industry experience, from legal to tech, finance, engineering, and beyond)
Authority (our “boss” content level: the one you order when you want long-form blogs that net serious rankings and gain in Google)
As of March 2018, we completely removed the public link to our General product level from the Content Shop. For every client interested in this level, our support team can personally hand them the link to this service after verifying that general level will be a fit for them (most sites need expert content at a minimum to see ROI from the content produced). Just open the chat in the right-hand corner of our site, or drop an email to request our General level.
2. Expert Copywriting Product Update
Our team has grown in the last month! By now, we have a library of more than 70 expert writers that have individualized experience in a wide range of industries. This is an increase of more than double in our team size across the past four months.
And this week, we revamped how we offer Expert content.
Instead of more than 20 “products” (individual product URLs for each industry topic our writers cover), we combined all our expert topics into one simple category:
You’ll see the Expert Category in our Content Shop has drastically reduced to lesser “items” – but with the ability to tell us your specific industry before you place an order, we’re able to focus on customizing our content solutions for your needs more than ever.
As our team grows, and we add more support specialists, this will be a fantastic way we can continue to focus on your specific topic and make sure it goes to the perfect-fit expert in our team.
3. HR Improvements
One of the main cores I had at heart when I launched Express Writers, was hiring every writer personally. I wanted to find the best writers. Today, seven years later, I still continue to hand-pick every writer.
This year, we’ve refined that process. I continue to carefully vet and look for industry expertise that can match every one of our client’s industries and topic areas. Our new step added to this process is having our Content Director, Hannah, hold a phone interview call with every writer that allows us to get to know our writers on a personal level, and find out their interests and favorite topics to write about, too. We also keep a running database about every topic under the sun that our experts have real-life experience in. These changes have already improved how writers work within our team, and boosted client satisfaction rates.
Need content that pushes your brand forward online? We’re your team. Talk to us today.
“So what should I know about online content versus what I learned in college? Do I have to unlearn AP English?”
I’ve heard that question from new writers more times than I can count.
Unlearning something doesn’t seem like the best way to approach a new writing position… or is it?
Even though you might know how to write, do you know how to write for the online reader?
It’s waaaay different than what you learned in school. AP classes may have gotten you college credit, but they do not hold nearly the same weight for online content.
When starting out as a freelance copywriter, producing engaging online content is not so much about “unlearning” what you’ve been taught. It’s about building on foundational skills you’ve already acquired.
But…
We’re going to get real for a bit.
It is, in fact, about breaking the rules a little.
Exhibit A:
Courtesy ivcc.edu
NONE of these rules apply to online writing.
(Rule #1: throw it OUT. In fact, you should always use first-person pronouns. So, pretty much do the opposite of English Composition 1 up there.)
Now, don’t get me wrong. I love great literature, the classics, and English classes. And, I think a fundamental love for English is fairly crucial for online writers. I was a straight-A student who absolutely loved her English professors in college… and they loved me, too (one actually told me I’d written the best essay on Shakespeare’s Hamlet he’d ever read).
But, here’s the fact.
School-taught English essay-writing skills are NOT anywhere close to online content writing skills.
While AP Language and Literature courses pave the way for synthesizing sources and developing arguments, online content should be thought of as a new class. Maybe one that some schools will end up offering in the future.
Well, I want to make it simple.
Over the last several weeks I’ve compiled the below guide, just for this specific pain point: figuring out college English rules vs. online content rules. Let’s call today’s blog: your AP online content guide.
AP English vs. Real Online Copy: A Look at Why Online Content Matters Today
What is true, is that digital content has become a viable option for anyone consuming media. It’s the go-to for a culture demanding immediate answers.
However, it goes beyond the scope of reading your news online. Almost everything has been digitized to surpass the lifespan of your average piece of paper. Plus, it’s just more convenient.
In the last ten years, the paperless campaign has grown extensively. In addition to being a cost effective and environmentally friendly option, it’s honestly just easier for people. Why get my electric bill sent to me in the mail when I can view it online?
Not surprisingly, schools have opted for the digital option as well. In a few years from now, the stereotypical student hauling a 20 lb backpack could completely disappear from college campuses. This may be the case sooner in California, where a law was passed to make all textbooks available electronically by 2020.
When it comes to our education system, research compiled by Business Insider found that the majority of students prefer digital texts, even though they cannot always retain the information as well.
Perhaps it’s the gentle blue light of the screen that calls to people from all demographics.
When comparing print and digital readers, the American Press Institute, found that those favoring digital sources were more likely to admit that they value the quality of the content.
Print and digital readers also interact with the content in different ways. Making content available online paves the way for readers to build a relationship with a company because following, liking and subscribing are only one click away.
Now more than ever, readers value digital media. This makes the call for an AP Online Content course all the more relevant for beginning freelance copywriters.
A Look at How We Consume Media in the Modern World
Now that we can comprehend just how many people get their daily dose of all things text from online, we must understand how they absorb content. Phone and computer screens are an entirely different experience than flipping pages in a book.
I don’t remember ads popping up for tissues as I read through the final chapters of Where the Red Fern Grows. Although honestly, that would have been very useful.
Our screens are filled with distractions that draw a reader’s attention away from the content and onto something more distracting.
I’m losing you. Does this GIF help?
Online content writers have taken on the difficult task of asking people to stay on a page for an infinitely longer amount of time than the average GIF does.
It’s a careful balancing act between being informative and engaging.
Writers should include references to pop culture – and blogs often do.
However, just by mentioning the new season of Westworld, I may quickly send viewers away to anxiously Google the trailer.
Please come back.
More often than not, readers are scrolling through written content so that they only absorb what stands out to them. Unlike AP classes, the content is not carefully analyzed and graded. The sole purpose for online content is to engage readers and speak to them.
Okay, so by now you’re probably ready for the meat of our guide.
That would be the biggest, tangible reasons (with screenshot proof) of why/how online content differs from the English-writing styles you learned in college.
…Hold your horses.
Before we get there, I need to make a very important point.
A VERY important one.
Although Online Content is More “Readable” Than College Essay Writing, Online Content is NOT More “Sloppy”
Many, many (x that “many” by 100,000) new writers think that dropping the essay style means dropping a lack of writing finesse altogether.
Dear God.
This GIF of Dwight sums up how I feel about this, pretty well.
No.
(X that by 1,000,000.)
In fact, I’ve talked to the chief editor of SmartBlogger, who helps create convincing “hooks” that are a big factor to their site earning 100+ new subscribers per day.
Do you know how long he’ll spend editing this “hook” – a little matter of 100 words or less, the first words in the blog?
45 minutes or more. That’s after it’s been written, folks.
So, fine-tuning online copy into something beautiful – living, readable, NON-stuffy-college-AP is a work of real art.
And time.
Effort.
Now that we’ve cleared that up, let’s continue into the real differentiation points.
How and Why Online Content Differs from AP English: 3 Big Differentiation Points
Now it’s time for a little show and tell.
1. Online Writing Has a More Conversational Content Structure
Consider the structure of online marketing expert Neil Patel’s blog when compared to an AP Language response that scored an 8, just one point away from perfection.
That’s not fair, you say.
Of course we acknowledge that a professional blog and AP essay are like comparing emails and Snapchat messages but here, the writer’s objective is the same: to persuade.
For English essays, you may have been taught to write in the most logical order. The structure of your paper could read something like A is true because B, C and D. In contrast, bloggers pick their letters from a Scrabble bag and find their own way to prove the same point.
In school, many of us are taught that a new paragraph distinguishes the start of a new topic. The same goes with most AP tests. The structure is rigid and formulaic.
New paragraph, topic sentence, supporting ideas, repeat. The format continues until the time runs out.
This static structure is perfect for graders and students alike. Follow the formula, and you will at least score a mediocre grade until you embellish it.
For online content, keeping a tight knit structure is a sure-fire way to get readers off your page.
Compare the same blog as pictured above to a page pulled from the novel, The Strange Case of Dr. Jekyll and Mr. Hyde, and the difference in structure is clear.
Scrolling down a page and turning a page are not the same experience. For online content, readers eyes are locked on the screen.
Blogs have to be structured differently because of the way viewers interact with them. This means altering the length of your sentences and varying your word choice. The overall structure is more of a conversation with the reader.
Just look at how many paragraphs from the book start with the same word:
“He sprang,” “He turned,” “He thanked.”
A mere glance over at Patel’s blog shows a vital difference in structuring online content.
In online content, it’s all about readability. In other words, a differentiated variation and pace in each sentence.
Blogs must engage with the audience as if they’re individual participants. Though there is a basic structure, there is no hard fast rule of how many topic sentences you must incorporate.
The importance lies in the rhythm of your writing.
In this case, paragraphs do not always need to distinguish a change in topic. They should instead follow the flow of your thoughts. Just like writers take a natural pause when typing out their ideas, readers too need a mental break to digest the information.
Another reason why the generally accepted paragraph structure just doesn’t fly for online content is that we have other tools in our belt.
Nothing screams “I’m moving on to my next point!” louder than a heading.
Variation is key when it comes to constructing a stellar online paragraph. Keeping that in mind, here are a few rules to follow:
Incorporate both short and long sentences and paragraphs to break the monotony. If you’re going to make a few points all in one block of text, follow it up with a short sentence. See. It’s effective.
For online content, the average paragraph should be between two and four sentences. Include one sentence paragraphs in between to emphasize a point.
Avoid beating a topic to death. Unlike an AP exam, you don’t have to repeatedly prove your extensive knowledge to the audience. When it’s done, move on.
2. Online Writing is Shaped by Your Style
Online content does little to quiet the voices in your head. If anything, it encourages them.
The basics of writing are taught at a young age. Teachers scribble red marker over the missed capitalization and add commas where students forget.
Though grammar is a fundamental stepping stone in learning how to write, it does not necessarily make you a great writer.
You would think this would be the easiest assignment for a teenager. In reality, all of the grammar lessons in the world had not prepared her to share what she really felt.
Students are constantly reminded to keep “I” statements out of their writing.
While in context, this is the correct way to approach writing an analysis on To Kill a Mockingbird, the same style rules do not apply for online content.
As a content writer, your words speak directly to the reader.
That’s you!
Blogs are filled with empathetic language to relate to the audience. It’s all about emotional marketing value (EMV).
For example: the words exploit, urgent and miracle are much stronger language to use when selling an idea to an audience.
From our friends at CoSchedule
Just look at how many times Neil Patel directly connects with the audience in this line.
You, you, and you again.
Selling products on Instagram is not a flashy topic in the slightest, but he’s found a way to connect with readers by directly calling them out.
Now, imagine the lack of connection if he’d written:
“A popular Instagram account already has followers and customers that want to buy their products.”
Bam! Point made.
Inserting your own voice into your writing will distinguish it from the masses of online content. You can make it personal by adding anecdotes and details that are specific to your experience.
Having a distinctive voice will also make your writing more relatable.
A blog isn’t a paper you turn in at the end of fifth period. Blogs are conversations.
Choose your language on purpose. Don’t be afraid to talk to your audience. Defy your teachers and use “I” statements. Just don’t use them too much, you’re only one piece of the puzzle.
3. Online Writing is Formatted for Readability
No matter how enthralling the content of your writing is, people see your writing before they start actually reading it.
Where speed is a key factor in AP English, appearance holds the same weight for online content. Nothing instigates a quick click to a new website faster than large blocks of text.
This point is made apparent when circling back around to Patel’s blog and the page from The Strange Case of Dr. Jekyll and Mr. Hyde.
Say goodbye to the five paragraph rule. Blogs are all about white space.
Shorter paragraphs are essential because they imply simplicity. Even if you are writing about a heavy topic, readers will be able to navigate through the blog without feeling intimidated. The rule new topic, new paragraph, doesn’t apply here.
Look closer at Patel’s blog. In only nine sentences, he’s managed to include seven separate paragraphs.
Had he chosen to combine all of the sentences into one paragraph, it would look too overwhelming.
Before reading a chapter of a book, I always check how long it is. I’m more inclined to read two chapters that are ten pages each as opposed to one twenty page chapter. In my brain, the small break awarded to me after I finish the first chapter makes me want to keep reading.
Line breaks visually show readers that they can handle the material. They gently coax them in as they whisper, “We can do this. It’s not too dense.”
Most online content is screened rather than thoroughly read, so shorter paragraphs also allow you, the writer, to emphasize what is important.
The best way to accomplish this is by including short, one sentence or even one word paragraphs. They also break up more detailed content to directly speak to the audience.
Do you need more reasons to include short paragraphs?
Good, because the list keeps going.
Why short paragraphs? Well, they…
Create a dramatic effect
Highlight a specific idea or statistic
Directly address the reader’s emotions
Can be an effective call to action
Catch the reader’s attention
Short paragraphs shouldn’t be thrown in purely for drama. You must carefully consider your language and the benefit to your piece as a whole.
Also, you do not always have to switch back from long to short paragraphs. That will just create an awkward and noticeable pattern in your writing. Short paragraphs can be added in sporadically or even follow a more gradual decline in words.
The Final Test
Are you ready to take the exam?
If this was indeed the end to the brief course in AP Online Content, what would your grade be?
The good news is that there is no final exam, learning to write is a continuous process.
Although scoring a 5 on your AP English exam didn’t exactly prepare you for the world of online content, don’t let it hinder you either.
Instead of unlearning what you were taught, try to learn more.
At their core, these extensive English courses are building blocks for everyone to become strong, honest writers. The approach to writing as a process and emphasis to write on demand, are solid preparation for the tight deadlines required by many clients.
Although I hope you never encounter a client that uses a stopwatch.
There is no need to curse your teachers for the lessons they taught and for those they left out. What is vital to understand is that writing online content and writing an AP English essay are not the same thing.
Writing a blog with the same scientific approach as a student does for AP English will not score too hot with audiences.
But that’s the thing, it’s not about the grade anymore.
Online content puts you in both the student’s and the teacher’s chair.
Expand Your Knowledge in Online Content
As an online content novice, it can be hella difficult to navigate your way through this world alone.
Beyond structure, style and formatting, you’ll soon encounter lingo like SEO, algorithm, responsive, tags, meta and well, you get the picture.
So – don’t go it alone.
If you like to read, here’s a few books I recommend to assist your knowledge of why and how online content fits into today’s world. Disclosure. I wrote two. But they’re really good, and lots of others think so, too.
Everybody Writesby Ann Handley (a great primer on good online copy)
Growth Hacker Marketingby Ryan Holiday (a must-have guidebook into WHY really good marketing, through content and other formats, matters so much)
Content, Inc by Joe Pulizzi (great guide on our industry of content marketing)
Need structured, 1:1 help? Trying to comprehend the extensive ins and outs of content marketing can feel like diving in the deep end before learning how to swim. That’s a big reason behind why I created a course last year – to answer those massive questions in profitable content strategy.
And, of course, we also have to ask… Need some backup with writing your own online business content?
Don’t worry, we won’t let you drown. Our writers weren’t born with the ability to produce perfect online content. Writing is a skill that takes constant research, devotion and above all, practice. After completing more than 11,000 projects to date, we know all about that. Check out a few of our expert team writers here.And if you need some help, talk to us about how to get started.
Email is still very much alive today.
59% of marketers find email to be their most effective channel in terms of revenue generation.
Plus, for every $1 spent on email marketing, $44 is earned back (study by Campaign Monitor).
But, successful and professional email writing today all boils down to how well you optimize your email for more reads, clicks, and bottom-line ROI.
It takes a ton of work to create standout email today…
Which probably has something to do with the fact that nearly 105 billion emails are sent daily (and this number is expected to reach over 246 billion by 2020).
Yeesh.
So… What’s the difference between effective and ineffective email marketing?
One gets read. The other doesn’t.
Of course, getting read is always easier said than done.
How do you get your emails opened and read?
To start, get inspired by taking a look at the professional email writing examples I’ve listed. This is the easiest route to see proven emails that successful companies have used – these actually got opened, read, and acted upon.
So, check out the examples we’ve listed, and be inspired to boost your email marketing for the better.
Then, after that, follow my easy-to-implement tips for writing and crafting emails with a high probability of being read.
Ready? Let’s go!
[bctt tweet=”How do you get your emails opened and read? Here is @JuliaEMcCoy’s ultimate list of professional email writing examples + 5 email writing tips.” username=”ExpWriters”]
4 Professional Email Writing Examples That Make You Give a Sh*t
If you want people to give a crap about what you have to say in your emails, look at how other businesses have done it.
Here are some top examples for your perusal:
1. SmileDirect Club
The folks at Smile Direct Club use a clever subject line and an inviting message to encourage you to review their service and website.
The click-worthy subject (“Did we make you smile?”) is friendly, cheerful, and personal, and plays directly into the company’s service, which is helping people get straighter teeth with no-fuss invisible aligners.
The play-on-words continues with “Please leave us a glowing review” and “We’re all about making people grin.”
At the end of the email, you even get a little push from the social benefits for others: Leaving a review will help them “as they get started on their new smile.”
The mixture of cleverness, distinct tone-of-voice, and authenticity rings true and makes you want to click.
2. gfJules
This email from gfJules, a purveyor of gluten-free flour blends, hits a major pain point of their target audience – when you can’t have gluten, good bread is hard to find.
This email hooks you right from the beginning with the plea, “Please don’t go another day without really great, moist bread!”
At this point, the gluten-free customer is leaning in and thinking, “Believe me, I don’t want to! Tell me more.”
After that hook, the email draws you in with a tempting promise: Learn how to make yummy, easy gluten-free bread without a mixer, a bread machine, or a bread pan. A little social proof (a positive user review of the method/recipe) sweetens the deal.
Sold! Sign me up.
3. Dropbox
Usually, “come back!” emails are annoying, but Dropbox manages to be cute and non-intrusive with their own attempt to get back on your radar.
This quick message is both to-the-point, informative, and a little funny: “Recently your Dropbox has been feeling kind of lonely :-(“
Plus, the inclusion of the text emoji somehow manages to add to the charm of this email, rather than making the company seem unprofessional.
This is an effective email that is persuasive without even trying.
4. Roku
In their email, Roku hits the snappy copy bullseye.
They drive their point home by riffing on their featured free movie, There Will Be Blood, which is about a struggling man and his son who hit paydirt and find an oil field. (“Strike it rich this week…”)
The intro text is compelling, too, and makes you want to read more: “Passion and danger. On the house.”
All told, this email is a fun way that Roku promoted its free streaming channel.
How to Write Emails That Get Read: 5 Sure-Fire Tips
Ready to improve your open rates, get people to read your emails, and invite more clicks?
Take the professional email writing examples from above, gather inspiration, then apply the following tips.
Many of these have worked for me personally. Let’s get to it!
1. Limit Your Links
Here’s an interesting fact:
Great email copy that gets read and opened is not stuffed with links.
For me, I’ve found that limiting the number of links I include in my emails has boosted my open rate by 5%!
This is a HUGE tip – and can immediately help improve your success with email marketing.
Need extra proof?
Look at the professional email writing examples above – each of them has less than two links at most in the entire body of their message.
The truth is, adding more links just seems spammy, which can turn people off.
Look at this email from a rubber stamp company that went straight to the spam folder:
According to Google, it looked similar to other spam messages:
Reading the email, it’s clear that it isn’t spam. In fact, it’s perfectly legit and well-intentioned, but too many links and a strange sender address made Google get suspicious.
Don’t make this mistake, and you’ll improve your open rates and ensure your messages aren’t instantly relegated to the spam cemetery.
[bctt tweet=”‘Great email copy that gets read and opened is not stuffed with links… limiting the number of links I include in my emails has boosted my open rate by 5%!’- @JuliaEMcCoy” username=”ExpWriters”]
2. Optimize Your Email Subject Line with Free Tools
Tip #2: Do NOT neglect your subject line.
I find that optimizing my email subject line helps nudge my open rate up another 2-3% (5 words or less seem to perform well).
The easiest way to do this is to use a free tool, like the new CoSchedule Email Subject Line Tester.
This tool is based on best practices for crafting subject lines, which were proven by 20 studies from Experian, Campaign Monitor, ConversionXL, MailChimp, and more.
How does it work?
First, simply type your work-in-progress subject line into the text box and hit “Score My Subject Line:”
The tool will give you a score and a general overview of how well your subject line works:
Keep scrolling, and you’ll see every aspect that affected your score (measured against best practices):
Number of words in your subject line that increase opens
Number of words that decrease opens
The case of your subject line (whether all words are lowercase, uppercase, etc.)
Whether you included numbers
The number of characters
Word count
Emoji count (surprisingly, including an emoji can increase your opens!)
For example, the character count of my proposed subject is a little high at 39.
The tool recommends that I remove some characters to get more opens:
As you can see, I was able to improve my score by adding a number and another word that has been proven to increase opens:
The “Words That Increase Opens” and “Words That Decrease Opens” sections are particularly helpful.
For example, just by playing with this tool, I’ve learned to keep heavier words like “marketing” out of my subject lines.
Another bonus:
The tool shows you a history of the subject lines you have tested, so you can see where you’re going with the final phrase:
[bctt tweet=”‘Do NOT neglect your subject line. I find that optimizing my email subject line helps nudge my open rate up another 2-3%.’ – @JuliaEMcCoy on writing emails that get read” username=”ExpWriters”]
3. Break Up Text into Bite-Sized Chunks
This third tip will look familiar because it’s one you have seen for producing content like blogs and articles.
It’s simple. Break up your text!!
On a glowing screen, a big chunk of text with zero line breaks is really hard to read, not to mention headache-inducing.
Walls of text will make your readers’ eyes glaze over. They won’t be able to move fast enough to click away or hit “delete.”
Instead, make your emails easy-as-pie to read so people will actually want to read it and follow your call-to-action.
Just say no to text walls. Just say yes to white space and breathing room for your words.
[bctt tweet=”‘Walls of text will make your readers’ eyes glaze over… Instead, make your emails easy-as-pie to read so people will actually want to read it and follow your call-to-action.’ – @JuliaEMcCoy on writing emails that get read” username=”ExpWriters”]
4. Include Images, But Don’t Forget People with Images Disabled
Where relevant and appropriate, a few images in your emails could induce people to open, read, and click.
However, keep in mind that many people choose to disable all images. If you want the most people to see the body of your message, provide text and image-friendly versions.
Here’s a great example Litmus provides from a pizza company.
Their promotional email looks like this in an inbox with images enabled:
And like this for someone with images disabled:
Note the hilarious rendition of the pizza-slinging guy using only colored boxes as stand-ins.
Either way you slice it (yes, that was a pizza pun), both email versions are totally readable for all kinds of users. Fail to provide a non-image-dependent view, and you’ll be missing the mark with a huge swathe of potential readers/clickers.
[bctt tweet=”‘Keep in mind that many people choose to disable all images (in emails). If you want the most people to see the body of your message, provide text and image-friendly versions.’ – @JuliaEMcCoy on writing emails that get read” username=”ExpWriters”]
5. Be Informative/Useful, or Get to the Point Quickly
You and I both know that our email inboxes are flooded with messages daily.
When you’re trying to sift through the pile, do you have time to read somebody’s random thoughts? Do you care if they wax-poetic without saying anything meaningful?
No and no. Those types of emails are usually sent to the trash immediately.
Email readers need at least one of two things to get something out of an email message:
The main point broadcasted loud and clear
Valuable, useful, or enlightening information that leads to the point quickly
That’s the key here: The main point.
You must have a main point in your email. What are you ultimately trying to get across? What do your readers need to know?
Say it. Don’t take too long to do it, or you can kiss your readers goodbye.
[bctt tweet=”‘You must have a main point in your email. What are you ultimately trying to get across? What do your readers need to know? Say it!’ – @JuliaEMcCoy on writing emails that get read” username=”ExpWriters”]
Learn from Professional Email Writing Examples and Improve Your Email Game
Improving your email marketing can begin with writing better emails.
How do you write better emails?
Start with looking at examples of successful campaigns for inspiration. Examine what these brands did right, plus the things they avoided. In particular, note:
Their subject lines – What makes them clickable?
Their use of text and wording – Why is the email readable? What about it draws you in?
The images they use – or don’t use!
The tone of voice – How does it fit with the brand?
The call-to-action – Is it irresistible or tempting? Why?
Follow in their footsteps with your own email writing, but remember these keys:
Don’t include too many links in the body. It looks spammy, and email servers might throw it in with spam.
Always, always optimize your email subject line for more opens. Use tools to make it easy to do.
Don’t overwhelm email readers with giant text blocks the size of China’s Great Wall.
Optimize your emails for two types of readers: people who enable images, and people who don’t.
Don’t dilly-dally or think you can shoot the breeze in your emails. Get to the point.
Email writing is an art, but practice makes perfect. The more you tinker with your emails, test them, and measure your success, the better you’ll get.
Now, go forth and conquer those emails. Need some help? Our team is expert at writing fantastic emails for marketers and agencies. Click the banner below to see our email copywriting service and pricing.
If you can’t position yourself advantageously for the search engines, you may as well throw the rest of your content marketing out the window.
And, if you can’t get people to read your content, you will chuck any potential leads and sales into the trash, too.
So, yes: SEO writing and all online content is a big deal, and we all want to know how to do it the best way.
“What does SEO writing look like in 2018?”
Someone recently asked this great question in my group:
“I’ve done research, and I cannot seem to get a defined answer/list together. It’s about ‘SEO-Friendly’ Content/SEO Optimized Content.
One SEO Consultant told me just yesterday blog posts should be more than 1k words, another last month said it was 750+. From a separate angle, one individual said I needed to have a keyword density of 5%, the other said 10% and someone else said to only use a keyword 5 times per 500 words of text!
So, my question is to you all is this: What does SEO-friendly/optimized content look like in 2018, what does it mean to you to produce SEO Opt. content, and what are the ideal lengths of posts right now?”
Thanks, Elizabeth Madison!
Lining up with what Elizabeth said, you’ll see SEO guides all over the internet telling you different things to do.
Every single marketer offers a different answer, and it’s all conflicting information.
A prime example: blog length for SEO. What’s the right amount of words to appeal to the masses?
Here are recommendations from various authority sources:
Yoast says you should always post blogs with more than 300 words. They also say experienced writers should shoot for over 1,000 words with every post, while less experienced scribes can stay around the 700-800 mark.
Meanwhile, HubSpot focused on research that says posts with an average 7-minute read time are the biggest attention-grabbers. If the average reader goes at a pace of 300 words per minute, that means your blogs should be 2,000-2,500 words in length.
And then there’s Neil Patel, who makes post length recommendations based on industry. For instance, those in retail should aim for 1,500-1,700 words per post, while brands in finance should go for 2,100-2,500 words.
With all the conflicting posts out there with various recommendations, it’s no wonder so many marketers are scratching their heads.
What’s the right answer?
First: There Is No Perfect, Definitive SEO Strategy
It’s incorrect to assume there’s one “be-all, end-all” answer to doing SEO.
Unfortunately, there isn’t one secret formula, one so-easy-it’s-stupid hack, or even one sure-fire, fail-safe method.
If an SEO gives you what they say is the definitive answer, they’re completely ignoring a vital factor.
SEO content that’s highly-ranked and high-traffic is complex and layered. It doesn’t fit one mold.
Why isn’t there one perfect way to do SEO?
Because SEO will always look different depending on the audience you’re serving.
Your specific audience determines the keywords that will work for your content. They also determine the most successful length for your blog posts, the type of content that performs well, and how it all ties together.
Your SEO is going to look different from Joe Shmoe’s because you are not keying into the same targets.
THAT is why you can find so many different answers for SEO best practices all over the web. SEO is audience-specific!
Second: Good SEO Writing Is Written for HUMANS
So there’s no perfect SEO formula – it looks different for every individual situation, site, audience, and purpose.
Now that we have that out of the way, the second thing to remember is SEO algorithms are built to work, think, and rank the way humans would.
It’s truer than true. The ultimate goal is for algorithms to ape human logic. As they get smarter, they get closer to miming human cognition (though, thankfully, this isn’t The Matrix… yet).
In fact, according to The Conversation, Google’s tech experts have been tapping neuroscientists to help them understand the human brain better.
They want to apply that knowledge to the search algorithm. If it can search more like a human, then it will serve user search intent better. (There’s a reason they call it “RankBrain.”)
We have to remember, ALWAYS, that Google’s purpose is to serve the end user the content they want – the stuff they want to click.
We have to align ourselves with this thinking to perform better. We have to create human-centric content.
Even though Google’s algorithm is a robot, we cannot write for the robot. We have to write for the humans the robot is trying to serve.
4 More SEO Writing Techniques That Will Help Your Content Rank Higher
Let’s reiterate:
There’s no perfect SEO method. Your best SEO practices must be yours: tailored to your audience’s search needs.
You have to write content for humans, not machines.
What other content features will not only make your people want to read it, but also help Google find it and serve it to them?
Over the years, I’ve tested and published thousands of blogs. From my experience, I’ve come to these conclusions.
You must:
1. Choose Keywords Carefully
When you find the right keyword to use, your ranking potential skyrockets.
You can’t just pick one at random, however. You have to evaluate each possible keyword and understand how it could (or couldn’t) work for you in your content.
For example, most keyword tools rate the difficulty of a keyword on a scale from 1-100. (A score of 100 basically means the keyword is impossible to rank for.) I never choose a keyword that’s rated over 40.
An example of a keyword difficulty rating in Moz Keyword Explorer. Breaking onto Google’s first page for a broad term like “content marketing” is pretty much impossible.
2. Use High-Opportunity Keywords with Potential
Your SEO writing will be a waste if you try to rank for a keyword that’s already tapped out.
“Tapped out” means somebody else has created the absolute best content piece out there for that keyword.
You have to comb through the search results and analyze the high-ranking pieces to find out if this is the case. You also have to know what awesome, definitive content looks like.
If someone has beaten you to creating AMAZING content for a keyword, move on. There’s no potential for you there. Trash that keyword and find something else.
Content that’s exhaustive on a topic, well thought-out, and chock-full of great information is thorough – and it’s usually long-form.
Comprehensive content ranks.
2,000 words is often the minimum length for thorough content, according to Neil Patel – though this can change a bit depending on your topic or the audience you’re serving. (Remember, the right content length for good SEO is RELATIVE, not a static, rigid metric.)
4. Add Quantifiable Value to Your SEO Writing
Adding value to your content marketing copy is a must for your human readers and SEO. Those 2K words of content are useless if you don’t add valuable, teachable insights to them.
What does value look like?
For starters, it’s not just your thoughts and opinions.
It’sdata.
Data includes:
Facts
Statistics
Studies
The point of view of experts
Supporting information in general
Here’s an example of one of our blogs ranking in the top 3 for “blogging statistics“.
One of the main reasons it’s ranking well is because we deep-researched to find credible stats. This took weeks of work.
But that effort more than paid off. Adding that value helps content rank, and in this case, we dug deep to find relevant, useful, accurate stats and figures.
That’s quantifiable value you can point to in a post and say, “Yes, this is informative and helps/teaches/enlightens my audience.”
Here’s How to Give Your SEO Copywriting for Content Marketing Its Best Shot
At one of the most basic levels of successful content marketing, your posts and content need Google and other search engines to pick them up.
How do search engines pick up content, and how does that content start ranking?
Effective SEO writing.
The Catch-22 about effective SEO writing, though, is it’s not written for the search engine robots. Nor does it adhere to one set of rules.
It’s written for humans, and it’s audience and site-specific.
Keep these two biggies in mind when approaching your copywriting in content marketing, and the rest should fall into place with far more ease.
The end result:
You’ll be giving your content every chance it deserves to rank well and get read.
Need more insights, tips, tools, and information about how to create content marketing gold? You need my all-access course. You’ll not only learn about SEO writing, you’ll also learn how to build your content marketing strategy from the ground up, brick-by-brick. Sound good? Let’s get started together.
This number has increased, year after year, but it’s never been as high as this year.
It’s common now to have 99% of your brand content completely written by someone else. After all, we have to run our businesses, right? (Write?)
Now that we’ve cleared up that you share a commonality with every other marketer, outsourcing to a marketing content writer, let’s talk about how to find that writer.
THAT’S the big question.
No matter what you’re selling, the most important thing is how you get your message across.
Read on to learn more about why & how to hire your next best business rockstar: a great marketing content writer.
Why Hire a Marketing Content Writer?
Real talk for a second.
Today, in our online world, you can’t just write your message in any old way.
For example:
“Come and get it! This is what you want! We have what you need!”
Ugh. That doesn’t work anymore.
If the copy isn’t well-written, none of the phrases you send your customers tell them anything about the product you’re selling.
Come and get what?
I bet if your potential customers were to keep reading, the content wouldn’t wow them with any real explanation.
That is where a marketing content writer steps in.
The goal of content writing should always be to promote interest in a brand or specific products.
The best type of content marketing does not lay all the cards out on the table.
These covert creative writers integrate SEO techniques while also producing high quality content that can organically stay on message. The content has the perfect mix of education, entertainment and product placement.
You might dabble in writing yourself, but this is an entirely different ball game.
Think of all of the written content that you incorporate into your business: blog posts, newsletters, social media posts, ad copy, email campaigns, holiday cards. If you’re running your own business, it’s nearly impossible to take care of everything alone.
If you haven’t already considered content marketing, you’re in the minority.
Writing is no walk in the park, especially when it coincides with marketing.
Marketing content writers have to think about even more than producing well written content. One major component of this type of online marketing is optimizing content for search engines. Writers have to integrate keywords, links, meta descriptions and headers into their content seamlessly. This requires an incredible amount of research and skill. Writers also have to edit, proofread, publish and distribute the content so that it reaches the widest audience. This all has to be done while keeping the content easy to read, relatable and engaging.
Is this something you have time for?
I’m guessing your answer is a swift no. In short, the best decision for every business is to hire an expert marketing content writer.
5 Steps To Help You Find a Quality Marketing Content Writer
If you’ve ever searched the depths of Craigslist, Facebook or LinkedIn, you can easily see that writers are plentiful. The problem is that not all of these writers may be perfect for your business. In fact, not all of these writers may even be able to write.
Anyone can call themselves a writer – the trick is finding one that can actually write.
Also, for you as the client, hiring a content writer is a process. You need to have a strategy and expectations before you start. For example, you should know the answers to:
How do you want to position and sell your brand online?
What type of content do you need in order to match your content marketing goals?
These are questions you need to ask yourself before hiring anyone.
Beyond the specifics of marketing your brand, you also have to figure out what type of person you want to work with. Do you need someone to be constantly on call or can they work on their own schedule? Are they able to meet deadlines? If you’re hiring a writer to work remotely, you’ll need someone who can effectively communicate.
Remember that marketing content writers are more than just writers.
Yes, writing is their main job but they are also strategists. They need to be familiar with SEO and marketing just as much as they need to write high quality content.
Take time with the hiring process. Utilize these tips to help you find the perfect writer.
1. Set Clear Expectations
The right writer will be able to help you create a strategy for your content, but you also need to consider this on your own. Do you want someone who can edit themselves? How many blog posts do you need? Are you looking for more than web content? Setting expectations ahead of time will give applicants a sense of the workload and help you organize your tasks.
2. Include Requirements in Your Job Posting
Have you ever read a job posting that asks you to include your favorite band in your email response? These potential employers aren’t just messing around. By asking a random question or including specific instructions, they are ensuring that applicants pay attention and read thoroughly. When hiring a writer, you always want to ask for at least three writing samples, a resume and a link to their portfolio or published work. You can take it to the next level by requiring a specific email subject line or another detailed instruction at the end of the post.
3. Test Your Applicants
You can choose to include a paid or unpaid test to ensure you can work with potential applicants. One effective test strategy is asking for a new example of a blog post that incorporates a specific keyword. You can also make this relatable to your company. Many content writing jobs ask for this, like this one from Texas Monthly posted on Craigslist:
We have a very specific writer testing process at Express Writers that includes a proctored test (timed test that we set up with multiple questions on copywriting, SEO and content marketing), and a written sample with guidelines and specifics. 90% of candidates that come to us do not pass this testing process.
4. Be Specific with Hiring Expectations
Most writers are hired on a 1099 contract basis. They may have their own rates but you should have a budget in mind too. Will they be able to include a byline? Do you have a specific word count? These are all things to consider before you talk in depth with applicants.
5. Hire a Writing Agency
Searching for a writer on your own can feel overwhelming. A few scrolls through Craigslist and LinkedIn can quickly send you through a black hole online.
Even with samples, how can you ensure a writer’s content will be on point with your business? Can they guarantee no spelling errors?
Writing quality is at the top of our priority list. Only 2% of writers pass our applicant tests. They are verified from the start, and continuously trained on SEO and best marketing practices. Read more about our process.
A final draft from the writer still jumps one more hurdle before being sent to a client. Our content quality specialists check every project to ensure it meets both the client and our standards.
With all of this research you may start to realize one thing: writing isn’t easy. It’s important to consider the quality of content you are paying for as opposed to only quantity. Don’t get bogged down by strict SEO guidelines when you’re trying to find the voice of your brand. Expert content writers can effortlessly fuse marketing techniques while producing high quality content.
1. Don’t Get Hung Up on the Rates
Consider why one writer charges $10 per post and the other charges $50.
Don’t look for a bargain when it comes to your content. Top notch writing will be more expensive, but it’s well worth the value. Not every business requires the same type of copy.
We’ve broken our pricing down to three quality levels: General, Expert and Industry.
Each level ranges in research, SEO integration and voice to fit every niche.
2. Quality First
Don’t have it in your mind that you need 5 blog posts a week no matter what. Quantity is worth sacrificing in favor of quality content. When hiring a writer, you’ll quickly be able to tell whether they are writing for a real audience or only for the web.
3. Remember Your Readers
Yes, you will be reading this content but you’re not trying to sell to yourself.
Think about your audience. What are topics that they want to learn about? How can you help them get the most out of your products as opposed to just selling them more? The best content writers will turn your one time customers into loyal followers.
4. Don’t Forget About the Marketing Side
The whole point of integrating more content into your site is to further market your brand. There is a delicate balance when optimizing content for online. Don’t overburden yourself with keywords and SEO strategies. Find a writer that will seamlessly work those things into their content without you even noticing.
Summarizing The Top Traits of Superstar Content Writers
Now that you’re equipped with all of the strategies on how to find the best content writer for your business, be prepared to be flooded with applicants. The narrowing down process is a tolling and time consuming task.
Lucky for you, not all writers are the same.
There are a select few skills that every great content writer possesses that sets them apart from the rest. Once you can identify these, you’ll be on your way to hiring the perfect candidate. Here’s a shortlist.
Top Writing Traits to Look For
Comfortable adapting to different subject matter and audiences
Ability to thoroughly research and use reliable online sources
Clear understanding of SEO
Pro at managing their time
Strong editor and proofreader
Unique voice that shines through
Clean formatting skills
Expert at using language to communicate
All of these traits distinguish superstar content marketing writers from their counterparts.
The ability to adapt means that even if you are running a fitness business, the writer that you hire will be able to think outside of the treadmill. They can write about a winter squash recipe while still sparking the interest of dedicated gym rats.
Thorough research goes in line with adaptability. An expert writer doesn’t mean that they are knowledgeable about every subject. Their expertise refers to their understanding of deciphering credible online resources.
Knowledge of SEO is just one aspect. The best content writers will also keep up with the trends to ensure their content ranking is continuously high.
It’s likely that the content writer you hire, especially if they are outsourced, will be juggling a few different projects at once. Professional content marketers set deadlines for themselves even when none are required so that they are always on task.
A great writer is also a great editor. Even spellcheck doesn’t catch everything. The best content writers continuously proofread their work. They also can edit themselves when it serves the quality of the content.
Some content writing is like following a basic formula. However, writers that go beyond the formula do so by distinguishing their unique voice throughout their work. A writer’s tone can bring life to otherwise monotonous subject matter while still sticking to the point.
In a matter of seconds, your audience will decide whether or not to keep reading. Sometimes this has nothing to do with the content at all.
Clean formatting plays a large role in keeping readers engaged.
Exceptional content writers will structure their articles so that it is pleasing to the eyes as well as the mind. This means including bulleted lists, numbers, bold titles and breaking up large blocks of text.
Above all, content writers are trying to reach people through their words. The best writers have a command over the written language. They don’t try to fluff their content with confusing language or stray away from the focus of the article. Instead, they speak to people as if they were right beside them, and show instead of tell.
Are you Ready to Hire an Expert Marketing Content Writer?
All of this information may make it seem like hiring a marketing content writer is overly complicated. The truth is that it is definitely not. Finding the perfect writer or team or writers to take over your content online is crucial to running a successful business. Investing in content will help you reach a wider audience and keep them coming back.
Outsourcing is a great option when hiring marketing content writers. You have a better shot at finding a freelance quality writer rather than training an in-house team to handle all of the responsibilities. Using a professional content service will ensure high quality content that is specifically designed to reach your target audience. Outsourcing also gives your team the opportunity to focus on their areas of expertise.
Producing high quality content is our bread and butter.
Over the years, we’ve curated an expert team of writers with a passion for content writing and a deep knowledge of industry tools.
Our team of marketing content specialists will set your business apart from the rest by creating engaging copy for any of your marketing needs.
See your online presence grow and invest in a truly valuable content marketing strategy with the right writer. Talk to us today.
