social media services

Social Media Product Upgrades for May: All Plans Now Feature Professionally Designed & Branded Images

Just in time for summer, visuals are hot, hot, hot!

Anyone who’s been paying attention to content marketing trends will tell you that visuals are a big deal right now. Larry Kim said that an estimated 84% of communication will be visual by 2018!

So, how does this fit into your marketing? One fantastic way to boost your engagement online is by integrating beautiful, custom visuals into your social media content. And we’re here with just the product upgrade for you!

social media plan upgrade blog

Big News for Our Social Media Plans this May!

If your social media is currently handled by the SMEs (Social Media Experts) at Express Writers, or you’re looking for an agency to hand the reins off to, we have exciting news for you.

You may or may not know that all of our monthly social media plans already include images. We have three levels of Social Media Plans to choose from depending on how often you want to interact with your audience, but even our Level 1 package includes three custom images.

So how could we have sweetened the pot even more?

We took a look at the images that our SMEs were creating using Canva, and although they worked, when we realized that we have the resources to do better, we immediately took action.

As of this week, all of our social media images will be created by our in-house graphic designers. That’s right. Now when you have Express Writers taking care of your social media posts, you will now also get professionally designed visuals, pre-sized for Instagram (which translates well to all social platforms) to represent your brand at no extra cost.

That’s a huge added value to our already amazing social media offerings.

How did we do it? Well, we’ve added more staff designers just for this purpose and created a new workflow where our content manager will assign all social media images directly to our designers. The best part? We aren’t even raising our prices one single penny (yet).

We value our clients’ satisfaction and want them to love each product they receive from us, but as content marketing experts it goes beyond that. We aren’t doing our job unless we are providing our customers with the best quality we can to help boost visibility and promote their message. This is just one more way that we can continue to ensure that our products and services are the best you can get!

The best thing – our social media package prices haven’t increased a bit. We want to give our customers added value – at no extra price!

What Our Social Media Levels Include

With each of our levels you receive industry influencer content curation, and you get to choose up to three platforms for us to create posts for. We can even schedule your posts for you using tools like Hootsuite or Buffer at no additional cost.

Level 1 also includes:

  • One post across all of your platforms every day, M-F
  • Three custom images/week (perfect for Instagram as well as any other platform)

Level 2 gives you:

  • Seven or more posts daily spread among your platforms
  • Four custom images every week

Level 3 allows for maximum brand exposure with:

  • Fourteen posts on weekdays
  • Five images each week, including memes

Let Us Help You With Great Social Media Services Today

Having Express Writers handle your social media means consistent engagement across all of your social platforms with your community of followers – as well as an ability to build your network, generate leads, and boost sales.

And now, it also means having professionally designed visuals to illustrate your posts at no additional costs!

Check out our Social Media Plans today!

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remote team

A Day in the Life of a Remote Team

At Express Writers, my full-time staff and team of more than 50 work on a completely remote basis.

Yet, we manage to be so effective that our support turnaround times average within the hour, if not minutes after the 50–100 client requests we get daily (that’s across emails, chat, and phone support), and our writer, editorial, and management team work seamlessly together getting our client’s content through the queue on or before deadlines.

Our client happiness rate is 99.9%, and we handle hundreds of pages in any given week and have served over 5,000 clients to date.

Some people have asked me, “Have you ever considered opening a local office?”

The truth is, I have! I moved to Austin thinking I’d set up an office space and hire more local staff about two years ago. I thought it would be an interesting and profitable switch, after running Express Writers as a remotely staffed company since 2011. But I quickly had to rule it out. The overhead was tremendously pricey – it would add on an estimated $2,000-3,000/monthly to our expenses, and that was at a “cheap” location in Austin. Downtown, prices ran around $8,000. Our profit level at the time didn’t make that an option. With a self-funded business and a family to support, I had to watch expenses closely.

[Keep reading for the full story, and to see a “day in the life” from each of our full-time management staff members.]

remote team at express writers

A Day in the Life of a Remote Team: How We’re a Business Run 100% Remotely (& Why We Succeed at It)

Then, late last year (2016), I started finding the most amazing team members I’ve ever put into place in the staff.

I realized that space and location means nothing when you have the right people – and if I was limited to one city and one office location, I would never have been able to hire these amazing people.

After a difficult year where it was extremely hard to find the right people, I spent more time to find experts who had our clients’ best interests and each other’s support at heart.

It took five months, but I found them all. When I found the right people for management – everything changed. Drastically.

In a move to recreate the team mindset 100% and improve our client support last year, I let our commissioned sales rep go and found a content marketing expert (Tara Clapper) to consult our clients on purchasing from us.

Within the first week of Tara in the sales role, I heard from a client that the level of support he now experienced was a hundred times better in quality (comparing service from the commissioned sales rep to Tara). It was music to my ears, and confirmed that we were on the right path.

By the end of that year, I’d assembled a group of incredible women in the management staff that I’m proud to say have nothing but the success and growth of our company as a whole at heart: Tamila, Tara, Hannah, and Katria.

Our best successes started happening after this management team of amazing ladies was put in place.


It often feels like this to be a woman leading a staff of amazing women. (CBS: Supergirl)

Our writers and editors, also fully remote, work on an internal teamroom that’s half custom/half a hack of a current platform. Our internal workflow is built to move content from writing to editing queues, and we’ve been able to maintain and keep our activity level seamless.

Last year, I discovered that the same principle applied to all of our writing and editing roles as well: if I spent time finding and training the right people for every role, from social media copywriter to creative bio writer, strategist and editor, we would get the best results – the best people, and the best content for our clients. I found amazing, successful writers at the most unlikely places: a neighbor’s recommendation, a book club.

With the right people and ongoing mentoring that I’ve put in place – assisted by our editorial staff – we have some of the highest writer retention and happiness rates we’ve ever had.

Now that you have some of the backstory of why we do so well as a remote team…

Let’s talk about a “day in the life.”

A Day in the Life at Express Writers’ Remote Staff

remote team express writers

From left to right: Top: Tamila, Tara. Bottom: Hannah, Katria, Julia. What it looks like on a typical Monday morning (except we’re usually in t-shirts or PJs: we were filming footage during this meeting!).

Tamila, Sales Manager: A Day in My Life

My day starts around 4:15 a.m. with a cup of coffee and reading a few articles about content marketing to sharpen my skills. By 5:30 a.m., I’m answering emails from clients and checking orders. One of my goals is hitting up 10 cold leads from various sources each day which takes quite a bit of time.

I also have a huge list of leads that I send emails to. The rest of my time is spent chatting, calling and working with our staff to ensure our clients are happy. Lunch is whenever I remember to take it, normally 12:00-1:30 p.m.

I am constantly thinking of better ways to help our clients and to offer them amazing content. At the end of the day (5:00 p.m.), I close out ensuring that everyone that contacted me that day has been given the best customer service available.

Julia, CEO: A Day in My Life

My day starts around 7:30 a.m. with an audiobook, hugs and kisses from my groggy two-year-old, a daily tonic (a simple combination of warm water, apple cider vinegar, and honey), and making a pot of coffee for the day ahead.

After I drop my daughter off at daycare, around 9:00 a.m., I start plunging into work and all the activities lined up for my day. I schedule most of my meetings on Mondays and Fridays, and I record podcast calls biweekly. If I don’t have meetings, I buckle down with a couple major focuses for the day: a long-term growth goal (right now, that’s my certification course), content marketing at Express Writers (our blogs, infographics, and guest blog presence), and HR (hiring and interviewing new team members). My day breaks around 1:30 or 2:00 for lunch and a short activity – hike, walk, or chiropractor appointment.

I plunge back in and work till 5:00 p.m. 5:30 – 9:00 is family time, and I’ll end the day by keeping up in my field of expertise, content marketing: reading news and blogs, or a recently published book, or learning about a new tool on the market, and working on our blogs for the next week.

Tara, Content Development Specialist: A Day in My Life

I log on around 10 a.m. eastern, once my coffee is made. I start with emails. Since Tamila logs on earlier than me, she leaves me a message if there are any urgent customer needs. I block out the first 30 minutes of my day for this, and to check in with the rest of the team.

After that, I usually have 1-3 calls with clients and prospects. As a content development specialist, I speak with qualified leads to match them with the content they need. Once the phone call is complete, I usually send them a shopping cart and provide an update to Tamila.

Once the client-facing work is done, I hunt for guest appearance opportunities for myself and Julia, create guest content for other sites, and appear on guest channels. I also evaluate local, regional, national, and even international events to see if they’re a good fit for us. Then I present that info to Julia. Throw in some high-level editing, and that’s my day.

Sometimes I work straight through the day, but other times I break it up. It depends on the needs of our clients. I usually like to have a break between my client-facing work and my creative/exploratory work. I’m writing this at 2 a.m. on a Sunday and I’m known for being a night owl. I wrote one of my best pieces for The Write Blog on a Saturday afternoon when I just couldn’t get the idea out of my head!

Hannah, Sales Specialist/Project Manager: A Day in My Life

When I wake up, it’s usually about 4 a.m. here in Oregon. I love the peace and quiet that the early morning hours bring. Although I’m a diehard coffee drinker, I like to start my day with a cup of my favorite herbal ginger turmeric tea while I check email and respond to clients. Next, depending on the day, I either take a break to go to the gym or start in on sending out emails to prospective clients. When breakfast time rolls around, I take another break and make a cup of coffee and something to eat at my desk.

In between phone calls I am constantly checking our database for completed Project Management client content to edit and deliver to them while updating my spreadsheets. I like to break for lunch and take a walk around noon, and then when I come back, I can really focus in my current clients and new sales. I try to finish up by 3 p.m. PST and head out the door to coach volleyball.

After dinner, when my kids are in bed, I love to work on creating content and staying current with new trends that can help my clients or team.

Katria, Content Manager: A Day in My Life

My day starts at 7:30AM with a small breakfast and coffee. At 8:30AM, I check my emails to see if anything urgent regarding orders or writers needs to be taken care of. Then I assign new orders to the writers and set up their deadlines.

After orders are assigned and priority client assistance is taken care of, I deliver orders and check on anything due the same day. If anything is late, I send reminders to writers and penalize them when applicable. I also send updates if anything is going to be late (usually because an editor had to send something back to be revised).

I take my lunch break for about an hour and assign more orders when I get back. The rest of my day is mostly a cycle of assigning, delivering, checking on orders, and giving our clients updates.

I also sometimes assist clients on our automated chat system or help clients place orders.

Once a month, I hold meetings with the editors to discuss the writers (who has improved, who needs to be let go, etc.), how the editing can be improved and more streamline to get everything delivered on time, and all things related.

My day ends around 5-5:30PM and I spend the evenings relaxing with a good book or watching Mystery Science Theater 3000.

Tools We Use to Work Remotely

We have several main apps to help us manage conversations, activities and the things we do on a daily basis. Here are a few:

1. Custom Developed Solutions: Our teamroom and Content Shop are custom built platforms, led by our CTO, Josh McCoy. We’re in the middle of redeveloping it (happening as we speak). Development is a beast, and funding is completely bootstrapped – but progress is happening!

2. Skype: This is the “virtual office” of our entire management staff. We keep each other updated on breaks, ask for support, and even have multiple Skype threads that address the different communications we need to have internally every day.

3. Zoho: Email, internal client-focused communications (the streams function and “comment-on/share-emails” functionality is amazing), and collaborative documents.

4. Drift: This is our live chat on-site, where we handle client and new prospect questions. The Live View feature, where you can start chats with anyone on your site, is awesome:


Here’s a look at the home screen of Drift.


5. MeetEdgar: We’re about to switch to this program from Buffer to get more traction out of all the social media content we create.

6. Nextiva: This is our client and staff phone system of choice. We love the capabilities that Nextiva has, including custom extensions, phone recordings we can grab anytime – this is hugely helpful to client accounts where writers need to hear additional information. The Nextiva app makes it easy for remote team members to be available on phone anytime, but not have to worry about it interfering with their personal cell number or client numbers getting lost in their own private number lists.

A Day in the Life of a Remote Team (in Pictures)


Behind the scenes: me at my desk. Multiple cups of coffee throughout the day is necessary to a work-at-home lifestyle.


I’m lucky: my home office faces a quiet acre. I get a lot of work done in this spacious room. I like to transition between desk + chair and couch for different tasks. For some reason, I find that I can think more creatively when sitting on a couch, so I write most of my blogs sitting on that corner couch.


I’m busy working on a certification course this month – hence all the scribble scrabble and notes on the whiteboard.

A Day in the Life: Summed Up

There you go…

A #dayinthelife of our remote team!

We’re always progressing, working hard to stay on top of the industry, and rock out at what we do – full service content creation. We all love what we do, and one of our best competitive edges is the ability we have to grow and progress together in creating great content!

Questions about our daily workflow? Leave a note in the comments!

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dedicated writer

Why We Launched a Feature to Request a Dedicated Writer

When you place an order for that important piece of content, you’re trusting Express Writers to pick the perfect writer that will craft exactly the copy that you need.

We don’t take that responsibility lightly.

In fact, there’s a lot that we take into consideration when making that selection, which is what keeps our customers coming back for more, time and time again.

  • Topic: we know which writers will work best for specific topics based on experience and feedback from our editors.
  • Industry: if you have a niche industry, chances are that we have a writer with firsthand experience to write your content.
  • Content Level: we have writing levels to meet any need and our team can help you decide which one is right for you.

Okay, so now that you’ve received your order, and you love it, it’s time to reorder… which can seem daunting.

Your previous writer already understands you and knows what you need. You don’t want to start over again with someone new… and we get it.

That’s why when you check out from now on, you may notice that there’s a new question to answer in our input forms! Keep reading to find out.

dedicated writer at Express Writers

How the Process Works

After you check out on our website,

checkout process 1 express writers

you can enter your project details by entering a project title and clicking on “Start Project” in My Account:
checkout process 2 express writers

This is where you supply information, answer questions relevant to the product that you just ordered, and upload any supporting documents. Anything a writer needs to complete your project should be covered here.

It’s also where you will now find the newest (optional) addition to our questionnaire, “Do you want to request a previous writer again on this project?”

input form express writers

If so, all you need to do is include the order ID from a completed project with that writer or the writer’s initials (usually found on the file name for that project).

That’s right, you can now request a writer from one of your previous projects—right from the comfort of our details form!

If your newest order is unrelated to previous projects, or you just want us to pick a new writer for you, that’s no problem! Having a dedicated writer for your projects is completely up to you.

Download our full Content Shop FAQ for every step in the checkout process.

What Prompted This Decision?

Frankly, it’s also a win-win. When you’re happy, we’re happy!

You’ve spoken, and we’ve listened. Customer satisfaction is our top priority, and we’ve been fielding questions about requesting a particular writer for awhile now… and it’s only fair. If you’ve found your editorial forever after bliss with one of our writers, we don’t want to keep you apart! We love crafting quality content and this is just one more way to achieve that.

Familiarity is one of the biggest hurdles you face when outsourcing content, which is why we really want our writers to understand the projects that they work on before they even start. It saves times on both sides when that step is already complete for a new project.

Especially with particularly detailed, repeating orders, having a dedicated writer can be a life saver. You won’t need to explain your project, company, or goals to someone new—just update the details of your current project and you’re on your way to content designed just for you that we already know you’ll approve of!

Staying True to Our Values

Here at Express Writers, any changes or decisions must align with our values.

We believe in delivering greatness which means tailoring our services to fit the unique needs of our clients in order to get results. We know that there is a constant learning curve in order to stay up with market trends and current demands.

We are excited to offer this new addition to our already amazing list of products and services, and we are confident that we have the quintessential writer for your next project. The good news is that now, the fun doesn’t have to end there because you can keep requesting them for future projects too!

Hannah is a Project Manager & Sales Specialist at Express Writers.

cta great copy

Header Formatting in Word

Why We Introduced Header Formatting in Word in our Writing Team as a New Standard

Note from Julia: Ed, our Senior Editor, assisted me in rewriting our 15+ page Web Writing Guidelines for our team of 60 writers this week. One change we just implemented was teaching all our writers how to use Word’s Style menu to auto-format H2s and H3s. All of our blog content will now include this. I asked him Ed to write a post detailing why we did this change, and he kindly obliged.

Let’s face it:

People don’t read any more.

Especially online (or, more accurately, on-screen, when you consider ubiquitous the use of smart phones and mobile tablets have become), where such factors as screen size, resolution, visual cues as to page length, and eye strain play a part in our ability to focus deeply on the written word.

So what do people do online if they’re not reading?

They scan – or skim, glance, browse, graze…whatever you want to call it, it’s not the same as pure reading.

That’s why formatting for the web is so important. Everything from eye-catching headlines, to smaller-than-usual paragraphs, to bulleted or numbered lists plays a part in making an article, story, column post – any piece of content that’s predominantly text – more appealing to people.

And headings – more accurately, subheadings – are a big part of that.

Header Formatting in Word tutorial

What is a Subheading, Anyway?

According to the dictionary definition (thanks, Merriam-Webster), a subheading is:

“an additional headline or title that comes immediately after the main headline or title,” as well as a “title given to one of the parts or divisions of a piece of writing.”

It’s this latter definition that we’re focusing on.

Put another way, it’s the bold, stand-out text just above the preceding paragraph that says “What is a subheading anyway?”

Subheadings help break up large blocks of text. They can also break down a longer piece of writing into different parts or sections, serving almost the same role in an article that a chapter does in a book. Which, in turn, can help convince potential readers to keep reading…

For instance, what looks better to you in the example below:


The same text with and without subheadings.

It’s obvious which looks better, right?

Why Else are Subheadings Important?

Subheadings break up articles into different sections, which allows for easier scanning of the sections of an article. And it’s a lot easier on the eyes than large, uninterrupted blocks of text – especially when reading on a screen. All of that’s well and good, but there’s a more important reason to use subheadings in your articles and blog posts: Search Engine Optimization (SEO).

Search engines – we’re looking at you, Google (with some side-eye at Bing) – respond to subheadings because not only does it divide content into scannable blocks of copy, it also clues in the search engine as to the relevancy of the article, page, and section.

Only if you’re writing and using them correctly, of course (hint: they should contain your keywords and/or variations of those keywords).

Put another way, an H2 heading is a way of telling Google “pay attention, this is important.”

More on this topic: How to Use H2s and H3s in Your Content

How Many to Use?

Most articles – and all blog posts – should have a subheading (H2) after the introductory paragraph(s).

They should also have a closing subheading before the final paragraph(s).

And they should use a subheading before numbered or bulleted lists (with some copy between the subheading and the list).

Additionally, numbered lists should NOT be auto-formatted as numbered lists by Word (more on turning Word’s auto-formatting feature off below). Instead, each numbered item should be its own subheading – but in this instance you should use an H3 heading.

Essentially, it will look like this:

H1: Headline of the Blog Post

Paragraph text (1-3 paragraphs, depending)

H2: Subheading for first major section

Paragraph text (1-3 paragraphs, depending)

H2: Subheading for second major section

Paragraph text

H3: Sub-subheading for the first item in a numbered list, if applicable

Paragraph text for the first numbered item

H3: Sub-subheading for the second item in a numbered list, if applicable

Paragraph text for the second numbered item

H2: Subheading for conclusion

Paragraph text (usually 1 paragraph)

Longer is usually better for subheadings: they should be at least 6 words long. Don’t forget to use your keywords and keyword variants (synonyms, etc.)!

How to Tag a Heading as H2, H3

We recommend using Microsoft Word’s built-in “Style” menu for subheading text that you want to format as Heading 2 (H2) and Heading 3 (H3). The Quick Style Gallery is prominently displayed at the top of most modern versions of Word:

MS Word's Quick Style Gallery makes it easy to format H2 and H3 subheadings.

MS Word’s Quick Style Gallery makes it easy to format H2 and H3 subheadings.

We began using Word to format our H2 and H3 subheadings for blog posts in part because it streamlines the physical blog posting process. Believe me, we’re well aware that there was a time that posting into WordPress from Word generated a lot of invisible code that was not only unnecessary, and that added to the “weight” (and hence the load time) of a page, but would sometimes even break how a browser rendered a web page.

In short, pasting from Word used to be considered a big no-no.

For H2 and H3 subheadings at least, that’s not the case anymore – believe me, before we began doing it this way because it was easier and saved time, we verified in a number of our client’s WordPress and other CMS installations that the code pasted from Word generated proper, ready-to-go H2, H3 headings, and not strings of gobbledygook formatting code…without having to use WordPress’ clunky pulldown menu:

The text formatting menu in WordPress certainly gets the job done, but it's a bit clunky, IMHO.

The text formatting menu in WordPress certainly gets the job done, but it’s a bit clunky, IMHO.

What About all that Messy HTML Code Word Produces that I Keep Hearing About?

It’s true that if your Word document contains a lot of heavy formatting – such as tables, multi-column lists, custom style changes – it most likely will not be reproduced when pasting into the WordPress (or other web-based CMS) visual editor.

There are other variables that will affect how documents will look once pasted into WordPress, such as the version of either Word or WordPress you happen to be running. Suffice it to say that with older versions of either software, all bets are off.

But simple, straightforward articles composed in most modern versions of MS Word, and pasted into most up-to-date installations of WordPress, the results should be just fine.

Our New Blog Writing Standard: Implementing the Word Titles

One change we just implemented was making a standard rule for all of our writers to now use Word’s Style menu to auto-format H2s and H3s. It looks like this, in Word:

headers in wordSo when you receive your next blog, this header in your finished document (which Word automatically colors to a light blue), it will automatically translate to an H2 when copied to your WordPress blog or page, like so:

headers in wordpress

How cool is that?

It will save our clients a lot of time – ready-to-go, optimized H2s and H3s once you plug in your blog! All of our blog orders will now include this formatting, by default.

Saving Time = Saving Money

And if you happen to be managing a large volume of blog posts, the time savings from being able to paste from Word and NOT have to go back and manually reformat the blog post in WordPress – especially the crucial H2 and H3 headers – can be significant.


Take it from us: in addition to writing tons of blog posts for clients, we also manage the physical blog posting into WordPress and other popular CMS posting for many of our clients! See our blog plans here.

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content shop

New Services in the Content Shop: Kindle Ebook Formatting for Self-Published Authors, Marketing Copy Formats, & New Expert Category

Over the weekend, we were busy beavers – we added several new products to our Content Shop!

  • Kindle ebook formatting (with an option for a custom, made-from-scratch cover design)
  • Marketing copy services in various formats, from flyers to brochure copy and more, under the new expert category Marketing
  • New expert writing category: Content Marketing

All of these services have been introduced because of a popular demand from our clients, and priced fairly to include expert team members for each stage of the project. An expert content marketing writer who sometimes ghostwrites for me is behind the new category just for CM, and we have a sales and marketing copywriter guru ready to deliver on the new marketing copy category and array of formats there with expertise.

I’m excited to introduce these new services to our Content Shop and answer more needs for our incoming leads. Keep reading to learn more about each one of these updated new content products!

kindle ebook formatting new services

New Services in our Content Shop: Kindle Ebook Formatting for Self-Published Authors, & 2 New Expert Category Products (Marketing & Content Marketing)

Here’s the lowdown on our new products in the Content Shop! First, we’ll start with the two new expert categories, and then discuss our Kindle ebook formatting solutions.

2 New Expert Categories: Marketing & Content Marketing

Our two new expert copywriting categories are live at the top of the expert copy category:

expert writers

New Expert Category: Content Marketing

When it comes to content marketing, we’re the perfect team to write on the subject. So it was about time to launch a dedicated expert copywriting category to the Shop, just for the subject of content marketing.

content marketing product

The beauty of this product is that it comes from what we do every day. Before we write and deliver our copy services for clients, we create content for ourselves – and that content fuels 90% of our entire marketing. (Check out our case study on our own success in that area.)

You can trust our team to deliver the best copy on the topic of content marketing. Crafted by experts in the field, we’ll deliver successful content, ready to gain and rank online. We have a content marketing expert copywriter lined up to take these orders (he sometimes ghostwrites for me, and I trained him on our Authority Content copy format launched last year).

New Expert Category: Marketing

One of our very common requests lately has been for a wide variety of marketing copy formats. So, we’ve added a Marketing expert copywriting product that encompasses the common requests we get, including PPT copy, flyer copy, and brochure copy. See it here.

marketing copy

Kindle Formatting & Cover Design for Self-Published Authors

We’ve already had ebook writing as a service in the Content Shop ever since we launched our site, but it was time to add Kindle formatting services for the aspiring self-publishing leads that have been visiting our site and services.

kindle formatting

For a few months now, we’ve received an odd number of random requests for Kindle formatting. We talked to our team, and discovered that Kindle formatting was among the skillsets of one of our our full-time writers, Ashley. So, we’ve created a workflow, priced the service at a fair cost, and added the service to our Content Shop this weekend for Kindle ebook formatting! Our designer has crafted incredibly good covers for our clients’ custom design orders already, so we added on a variation to get an ebook cover along with a fully-formatted, ready-to-go Amazon .mobi and .epub file.

We’re also getting ahead of a serious, permanent trend, by catering to the self-publishing crowd. Per a Bowker report, the amount of self-published books have increased by 375% since 2010. And that was a stat from last year. Here’s some more stats about the self-publishing industry (via PublishersWeekly):

  • 31% of all ebook sales on Amazon go to self-published authors.
  • Self-published authors are outdoing traditionally published authors, in the sci-fi, fantasy, mystery, thriller, and romance genres. What’s more, they are taking a large market share in all genres!

Self-Publishing Testament to Success

In April last year, I self-published my own book, So You Think You Can Write? using Amazon KDP and Amazon’s paperback publishing service, CreateSpace. So, I’ve been through the entire process!

so you think you can write

The reason I didn’t choose a publisher? Self-publishing on Amazon nets you a large 80% return on all your author royalties: a typical publisher will net you around 8%. That’s a tremendous difference. Of course, you have to market your book yourself when you’re self-published, and that can be difficult if you have no audience. Fortunately, I built up an audience through owning a business and starting several communities years before my book came out: and my book has sold over 500 copies across the last year just through word of mouth and publishing the link in my communities. (I’ve learned, though, that you can’t live off the income a single published book brings, not by a long shot—I net a low $150/month income from the sales. Still, it’s nice to have!)

One of the most difficult parts of publishing my book was finding a trustworthy formatter. In the process of formatting my book for CreateSpace, which was 1000x harder than formatting for the simpler KDP process, I was scammed out of quite a bit of money. Apparently, after the book was out, I learned I’d been overcharged about 50x what I should have paid.

So, this product in our Content Shop is something I’m very proud of offering. I know what it’s like to be a self-published author, both the struggles of the journey and the great reward afterwards from putting in the effort!

Conclusion: New Services in the Content Shop for April

That’s it for the roundup of the new services launched over last weekend in our Content Shop.

Questions, comments, or thoughts?

Drop us a comment below – or, if you have questions in particular about how we can help you with your needs, talk to us today! We’d love to become your go-to writing solution.

art of copy express writers

content consultation

New for Spring 2017: Customized, Build-Your-Own Blogging Plans, Revamped Content Planning, & Content Consultation

You simply can’t be a self-serve menu, when you serve up content.

One size does not fit all.

We know this to be all-too-true, and it means that our Content Shop – and entire lineup of content services – change all the time.

And the needs of our clients drive these changes.

I love that this is one of our abiding principles, at Express Writers. We act when we see a demand – and learn, fit, and adapt to the changes necessary for progression in the industry, and to make sure the services that we sell to our clients are always one step ahead.

Behind the scenes, it means a lot of work for our boot-strapped business. I’m constantly working with Tara, our Content Development Specialist, Katria, Tamila, Hannah, and our CTO to map out, create, and plan the changes – and adapt our entire sales and editorial management team to the changes.

In the end: it’s more than worth it. We see real results from the hard work put into our improvements, and happy clients!

Keep reading for all the changes out in the Content Shop this April.

content consultation

The Shortlist (TL;DR) of our Content Shop Changes: Biggest Changes, Biggest Benefits

Don’t have a lot of time? Here’s a TL;DR (too long; didn’t read) list of the changes and the key benefits of the changes in our Shop. For a full in-depth list, scroll down for the per-product changes!

Blog Plans: We’ve heard for ages now that “that package just doesn’t fit me,” so we completely rehauled our preset, three blog packages. Now, you get to completely build your own, by: 1) picking your writer level, 2) word count, 3) one (or both) of two addons for images/topic and SEO keyword planning, and finally, 4) quantity (telling us how many posts you want per month). Hit “add to cart.” Congrats! You’ve just configured your monthly blog plan! (If clients aren’t sure what they want, we can build a plan for them, starting at $280/cart. See more details in the sections below.)

Content Planning: Biggest enhancement here? All blog titles are now analyzed according to Advanced Marketing Institute’s Emotional Marketing Value Headline Analyzer, one of my favorite tools on this planet. (And to solidify that we’re on track, we use Coschedule’s Headline Analyzer, too.) When I implemented checking every headline on the EMV Analyzer by AMI, our blog shares and overall traction went up by 25%+ on every post with the analyzed title. In the planning service itself, you get a ready-to-go editorial calendar for the month, a list of best SEO keywords (researched using top tools), and a BuzzSumo topic analysis.

Content Consultation: For $350 (a low, low price, considering the value of what this could bring you), we now offer a content consultation with one of our highest-level, most experienced Content Strategists (his bio is below!). The session comes complete with a Discovery Report including an analysis of what you can be doing better with your content, and an SEO and topic analysis report, highly customized to the findings in the consultation call.

Price: The price of blogging plans and content planning went up a tad. (We discovered, especially in the blogging plans, after doing some math that we weren’t able to cover the payment for our high level, content-marketing minded editors and expert writers. The WordPress posting was far too cheap – below $10 per – in the plans. We couldn’t pay out at that rate.) But with content planning blocks still starting at $120, and blog plans as low as $280 at the first configuration, you’re still paying below average rates here – even after the small increase. Jump on our services! The industry keeps changing, and skillset expertise increasing. I’ll be upfront: we simply can’t retain quality or work at low rates.

And now for the in-depth breakdown.

1. Content Consultation Call with Reports

Built into the Content Planning service is a new variation: Content Consultation.

I’ll be real: content consultation was a long time coming.

There’s been a serious demand for it.

We hear this a lot:

  • “What should I be doing with my site? Can you analyze and tell me?”
  • “Can I get a dedicated consultation?”
  • “Can I get some keyword reports and talk to a Strategist about what I’m looking for?”
  • “I know I need content, but I have no idea what I’m doing.”

What’s more, we’ve noticed, for a steady eight months now, a major need in the content marketing industry:


All the way from quotes at a unique, per-word level, down to increased requests for a highly customized, per-site analysis – revealing exactly what you need, down to new site page recommendations, blog title and headline ideas, to the best keyword opportunities and what your competitors are doing that you could be doing better. Then, ongoing content publishing – a customized content recommendation at an ongoing basis.

So, FINALLY, content consultation sessions, complete with full content discovery reports, are live!

I just finished building a behind-the-scenes workflow that will ensure success at every step of the way, and hand-picked one of our most successful Content Strategists for the dedicated consulting call and report creation. Check it out:

content consultation workflow

I’ve even written the interview guide that my consultant will be using, with questions that are guaranteed to elicit the best information so we find your “sweet spot” in creating content that answers your audience’s (and customers’) biggest questions, and positions you as an authority in your industry.

Meet John G, our dedicated team member who will be working 1:1 with every client that needs a guided consultation:

john g bio

John is awesome. He’s been such a team player at Express Writers, and I have no doubts that he’ll knock the ball out of the park handling our content consultations.

Check out the Content Consultation page for a checklist of the reports that come with a consultation. 

2. Blogging Plans: Customized to Your Online Presence & Needs

Completely, 100% customizable, create-your-own blogging plans are now available!

custom blog plans screenshot

Let me go back a little to explain why our reinvented blogging plans are so great.

For several years, we’ve had pre-packaged blogging plans available to our clientele. We had typical plan names: Level 1, 2, 3, or SEO / Guru etc.

Over time, we noticed a trend happening over and over again. Notes, from clients: “I don’t see the blog plan I need in that list.” “ I don’t want general or expert level, I want authority. But packaged as a plan. With content planning.” Or, “Level 2 is nice, but not exactly what I need.”

So instead of three pre-set packages, we are finally allowing the client to choose and build their own (or have one built for them, by one of our Content Specialists)!

In blogging today, the truth is that one size does not fit all, when it comes to the quality, expertise, and length your blog should be. Our new blogging format allows for customization at every level. Time to engage your readers and keep them coming back consistently with a fully managed blog, designed at the level you need!

How to Use Our New Custom Blog Package

Here’s how to customize and create your own blog package:

Step 1

step one

Start by selecting the level of writer expertise you’re looking for. See our Writing Levels explanation to know which level you fit into.

Step 2

step two

Choose the word count you want your monthly blogs to be, once you’ve selected what level of writer you need.

Step 3

step three

Choose from two available blog plan upgrades, at a flat, easy per-blog fee:

  – Content planning, where our Content Strategists research and put together your best blog topics, with timely, hot topic research (BuzzSumo) and keyword opportunities (SEMrush). We’ll even analyze and include a top-performing headline. (Highly recommended for achieving the best results from your blogging!)

 – Storytelling header sets are beautiful, feature images for your blog, that tell a story. Custom designed in Adobe Illustrator and InDesign by our lead designer, they are geared to creatively “tell the story” of your blog post. You’ll receive one header and one inset image, designed with the topic and your logo.

Here’s an example:

storytelling header set

Step 4

Choose your quantity for a final per-month amount and price:

step 4

You’re done configuring your custom blog package! You can now click Add to Cart, and checkout to secure your package!

Not sure what you need? Here’s some examples of pre-built carts with blog packages.

General Writer Packages:

  • Starter Package: 4/month (1/week) on general, 750w, includes all the basics (stock images, posting, etc): See pre-built cart. $280.
  • Long-Form General Package: 4/month (1/week) on general, 1000-1500w, includes all the basics (stock images, posting, etc): See pre-built cart. $500.
  • Want some examples of add-ons to a general blog package? With Content Planning: $656. With Storytelling Images: $800
  • Long-Form Content, 2/Week Package: 8/month (2/week) on general, 1000-1500w, includes all the basics (stock images, posting, etc): See cart. $500.

Expert Writer Packages:

  • Long-Form Content, Weekly Expert Package: 4/month (1/week) on expert, 1000-1500w, includes all the basics (stock images, posting, etc): See cart. $980
  • Long-Form 2/Week Expert Package: 8/month (2/week) on expert, 1000-1500w, includes all the basics (stock images, posting, etc): See cart. $1960.

Authority Writer Package:

  • Authority Weekly Package: 4/month (1/week) on authority, 2000w, includes all the basics (stock images, posting, etc): See cart. $1900.

Our team can build a package for you! Talk to us today. Also, we have custom coupon codes for our packages, with discounts starting around $500! Talk to us and see if you’re eligible to get a blog plan with a discount.

3. Content Planning Updates

Our Content Planning service now includes additions to the Editorial Calendar report: a Topic Scoring section. We’ll use the AMI Headline Analyzer and the CoSchedule headline tool to make sure the topic is proven to work well and rank highly!

For example, here’s a “highly-scored” headline with the AMI Headline tool (~40% means success):

headline analyzer

Content planning is the perfect service for those who want to get the most out of planning blog content. Our Content Strategists build monthly editorial calendars that correspond to a month of blogging, with keywords, topic and an entire strategy planned for the month.

Each Content Planning block includes:

  • An editorial calendar with full blog topics and details planned and dated out for a month
  • In-depth, up-to-date SEO keyword research with a list of keywords and an opportunity report
  • BuzzSumo content analysis overview report, revealing most recent top-trending content in your industry

2017 Is Busy, Exciting & Dynamic: More Changes Ahead!

So far, 2017 has been one exciting ride of a year.

We had the best and busiest month we’ve ever had since inception in 2011, this January.

Already, we’ve had tons of updates and upgrades (some major updates came out in February, too): and that’s just the tip of the iceberg, with self-funded, slow-but-steady new development in the works and launching around summer.

We’re excited to share these changes with you! Let us know what you think or if you have any questions in the comments below.

art of copy express writers




express writers

What’s New at Express Writers for February: Storytelling Images & Custom Blog Headers, Social Media, Editing (Copy and Developmental), Project Management & More

This February, we’ve added some seriously powerful content services to our Content Shop repertoire.

All of our continual changes and updates are based on specific needs from our clients, and a strict adherence we personally have to always maintain the edge of the curve in our industry.

Here’s a shortlist / TL;DR of February’s new updates (scroll down to read about each):

  • Storytelling Images & Custom Blog Headers. Our design team has been creating these for our own brand with great results in more brand awareness and content traction, so we decided it was time to launch custom image solutions, including beautiful storytelling variations and custom blog images, for our clients!
  • Social Media Plans Update: Revamped social media plans to new standards, including content curation using BuzzSumo.
  • Editing (Copy and Developmental). At both copy editing levels.
  • Professional Interviewing. In this service, based on one simple interview fee, we now have staff Project Managers who are experts at interviewing subjects and obtaining key information that leads to a wonderful interview.
  • Project Management. This new service takes care of a lot of “monkey work” that goes into organizing and maintaining content marketing.
  • Client 101s. These are completely free for our clients, and are being written and designed as we speak! The first one, a Process/Content Order Lifecycle 101, is live! We’re working on a Meet the Team 101 next, where we explain how everyone’s staff role fits into an order and how clients can contact each of us, a Writing Levels 101, and several others.

new at express writers

What’s New at Express Writers for February: Everything You Needed to Know on 5 New/Revamped Products & a New, Free Client Resource

1. New Custom Images: Storytelling Imagery, Blog Header Sets, & More

Ever thought to yourself…

  • “I wish I had a REALLY cool branded header for my blog and a variation to share on Instagram, Twitter, Facebook…”
  • “I wish I could visualize a step in my customer journey/buying process with a cool, engaging illustration…”
  • “It would be awesome to boost engagement with a cartoon strip for this industry controversial blog…”

We’ve got you covered on all of those visual needs in our re-launched Custom Imagery service, live in the Content Shop.

Clients can choose from a custom, beautiful, blog image set put together by our design team in Adobe InDesign, complete with a full-sized header and an inset to share on social media, or a storytelling graphic that would fit nicely in a process for your customers to visualize their journey/how it works page (example: our process).

Want to see how cool these get (read: how amazing our design team is)?

Here are a few:

Killer, right??

We’ve literally designed thousands of these images for our own brand by now – the samples above are a brief preview of what we can do – and we thought it was high time to allow clients to buy it as a product.

With custom imagery, we’ve seen massive results…

  • We a huge CTR boost with a cartoon strip on our SEO post – a 25% boost in actual reads.
  • Influencers picked up our content and shared it on Twitter WITH the image attached, boosting views to our content by another 25%.

Never leave your images last on your to-do list again.

Let us help you create better-than-average custom imagery to accompany your content!

2. Social Media Plans

During this month, we also did some heavy updates and restructuring, much-needed, to our social media plans.

I sat down and created new guidelines for our Social Media Experts, which condenses down to these three key, important changes:

  • We now create and post 3/images per week at the minimum level (3 IG posts) instead of 1. Images, and Instagram, are hot! You can’t miss out on either, so we’ve increasing the volume at all levels on all plans.
  • Our SMEs are now trained on how to use BuzzSumo to curate industry influencer content, and position your brand as an authority by sharing content that your fans will love and identify with.
  • Choose whichever social media platform you’d like us to manage, now straight from the product itself!

social media plans update

Our Social Media Plans have also been renamed to Level 1, 2, and 3 instead of Basic/Guru/Enterprise.

3. Copy Editing

Our revamped Copy Editing service in the Content Shop now includes two levels to cover every need, developmental and copy editing services, starting at one hour (up to 3,000 words). We have senior, expert editors at both levels ready to take orders!

See a guide to knowing the two differences of copy vs. developmental editing from our Content Development Specialist, Tara, on the Write Blog.

4. Professional Interviewing

For one simple interview fee you can now have an incredible interview organized and done (check that off your list!) by our professional interviewing team. We now have staff Project Managers who have background expertise in interviewing and journalism, and have seen amazing results from the interviews done so far.

See a post co-created by our Project Manager Hannah and Content Development Specialist, Hannah, on why interviews matter to content marketing.

5. Project Management

Just launched last week, our new project management service offers a wonderful solution for a lot of our marketer clients who are continually overwhelmed, swamped, and lost beneath the work they have to do on their content marketing get-done list.

Did you know that only 30% of marketers say their organizations are effective at content marketing? An actual decrease of 8% from the previous year.(source: Content Marketing Institute’s 2016 Benchmarks) Even less have a strong, documented content marketing strategy.

Yet budgets, goals, and creation itself in content marketing actually increased by a large percentage during the same year.

Our solution in offering project management is to help a real need we see that our clients have. Project management is a serious drain on them, yet a vastly crucial part of content marketing not to be overlooked.

Scenarios Where Project Management Fits In

Just a few of the problems our clients have given us that we can now solve with our project management service include:

  • “We’re thinking about hiring a part-time staff member to handle all of these content needs and work with you, but it may not be in the budget, or we don’t know if we have enough to give that person X hours per week.”
  • “I wear a lot of hats. I just don’t have time to manage all of the content, but if I had time, we’d hire you to produce a lot of things.”
  • “I’m completely disorganized and I really need help getting my ideas onto paper, and picking the right product.”
  • “I have people I want to have interviewed on our blog. Employees, industry names, that kind of thing. I just don’t have time to do it myself and it’s a long list.”
  • “I have lots of different personal and professional projects going on. I wish I could stay on task.”
  • “I have no idea about what I need but I do have an established business. I just want to pay a deposit/retainer and have you figure this out for me.”
  • “I need you to be in touch with my entire team on this project. Maybe you should even function as part of the team – as the managing editor.”
  • “I’m an agency and we want to basically up-sell your product to our clients. Each of our clients has a different need.”

What Project Management Includes

Our project management is designed into several categories:

  • A la carte hourly
  • Blocks where we manage 50 – 500 monthly projects in a spreadsheet every month.

Project management includes having us manage and create a spreadsheet, and maintain or organize a vast amount of ongoing content projects, starting at 50 and going to 500+ per month. We can enable a simple file uploader on your account, and will include weekly organization and phone support for you and your team by a dedicated project manager. You can also have a dedicated project editor in our new PM service.

6. New Resource (FREE): Client 101s

Last but not least, we’re writing and designing in-house several client 101s that will channel some of the biggest questions our clients have!

We’ll be doing more of these! Email our team: julia (a) if you have any 101s you’d like to see.


At Express Writers, we strive hard to be at the forefront of trends, content marketing, and the best writing team out there.

(Just see our Values page if you aren’t sure about that promise.)

Hence comes this lineup of new products and resources at Express Writers, all in one month.

You can trust our commitment to stay ahead of the game when it comes to great content creation. It’s our passion!

taxbreak cta

EW writing levels

What Differentiates Our Writing Levels at Express Writers (General, Expert, Authority)

Here at Express Writers, we’re all about quality, at every level.

And that’s a major reason why many of our clients select us over our competitors.

We make it simple with three writing levels:

  • General
  • Expert
  • Authority (for those who want to be an online rockstar)

On the other hand, many of our competitor writing agencies go by a “star” level.

One-star writer, two-star writer, three-star writer.

It makes me dizzy when I read the one-star explanation: “May contain grammar, spelling, and wording issues. Will require editing. Not suitable for most clients.”

Why would you spend money on content you have to “fix” before you publish?

It’s like buying a pair of shoes with holes already in them. Plus, you’re wasting your valuable time when you have to fix, rewrite and edit, while saving a few dollars. It doesn’t add up.

We break the mold, because as a writing agency, we completely skip even offering the levels that many of our competitors start at. Keep reading to learn more about these levels, see real-time examples, and find out why I built my agency this way.

writing levels

We Revolve Around Quality

When I created my writing agency back in 2011 (see our values), I had one key fundamental: discovering writers who had a real talent for writing. If they loved doing it, I always found a matching level of quality in their work. Then, my goal was to perfect my team and process, and train and mentor my team members in new SEO and content trends and tactics, so that I could grow my company into one that was writing and creating the best content on the web.

It has been hard as heck to keep that standard high.

The entrance tests I’ve written for our interviewees rule out all but 2% of our applicants, on average, today: and even after they pass my tests, there’s yet another test to see if they have reliability and ethics.

But if there’s anything I stay firm on, it’s these very standards. We don’t create crap content. We continuously take these standards seriously.

We Are the First Ones Adapting to Trends

As the company’s chief executive officer, I’m the first one sharpening my skills day-to-day. I’ve been named a top 50 content marketer, have written a bestseller on online writing, and maintain The Write Podcast as well as a Twitter chat.

We adapt to industry trends and grow at every stage. When Google launches an algorithm update, we learn about it as a team (we attend tech events), we blog about it, and we write in-depth studies on the SERP changes.

Internally, we add new experts as trends and content marketing evolves to match those needs, and we create inside mentoring just for our writers to read and grow. We take a look at new SEO and content marketing tools on the market when they come out, and integrate them into our content strategy where we can.

Today, we’re taking an inside look as to what sets our two writing levels apart, what level your business and web presence might benefit from investing in, and some case studies of how far expert writing can take you.

The Difference of our Levels: General vs. Expert vs. Authority

See more on this: Our Writing Levels.

While all of our writers have significant experience in creating high quality, search engine optimized content, expert writers have expertise in a particular set of topics. Especially if you’re in an industry like software, medical, or law, you understand that there are significant, precise details involved. Expert writers understand those.

I sat down with Tara Clapper, our Content Development Specialist, to get her thoughts. She explains this in a really good light.


I find it easiest to describe the difference between general and expert content to our clients by using my own experience as an example. I’ve been writing search engine optimized content since 2003. Like most writers, I have a few focused areas of expertise, including marketing.

When I write content about marketing, my background in the topic allows me to find and present a fresh angle in that field. I know exactly where to go to find reputable statistics and facts, too. I would qualify as an expert writer in marketing.

If I instead decided to write about database programming, I’d be lost. While I’m still an experienced writer, database programming is not my field of expertise, and it would show in the writing. When it comes to that subject, I’d be a general writer.

How We Select Writers at Every Level

All of our writers are personally selected by myself. Only 2% make it through the selection process, and once they’re in, we assess and track their interests and areas of expertise. Our editors continually evaluate and mentor the writers, continually helping them improve and refine their craft.

Through this process, we identify writers capable of creating expert content – and we match your content needs with those experts once you make an order.

Here’s another way to explain how different businesses have different needs:

  • Scenario 1: A restaurant owner has a website and needs copy for their web pages. Their food isn’t specialized. It’s good old American pub food, and the copy should appeal to hungry customers looking for some local grub. A general writer would be suitable for this topic.
  • Scenario 2: The owner of a company producing point of sale systems for restaurants needs a blog plan dedicated at selling their system to restaurant chains. They’re speaking a lot about the details of the restaurant industry as well as the software itself. This kind of topic would require some expertise – and it should go to an expert writer.

General vs. Expert (Bonus: vs. Authority) In Action

To represent exactly what we mean by our levels here at Express Writers, let’s look at some actual content quality ordered at the different levels by our clients.

Client A: General Law Article

This client opted in to our $35/500w general blog level, and gave us some general law firm keywords.

general level content

Client B: Expert Law Blog

This client opted in to our expert level at $90/500-600w. They also had a law firm, but wanted a statistical blog by our legal copywriting expert on the state of auto accidents and injury.

expert level content

The difference in these two levels is a much more knowledgeable writer (legal expert) in the Expert writing category. We’ve seen many of our clients move from general to expert, even on bulk orders, these days (more on that below).

Client C: Authority Content

Pssst… I just launched this level last Thanksgiving – more about that here. Authority Content is a select level where a few of my best personally-trained and mentored writers create content that is very similar to Neil Patel, Jon Morrow, and other industry bloggers. I’ve studied how they blog, wrote a guide, and trained the best writers in our team on how to implement similar standards to the best bloggers on the web – and call this level Authority Content.

For the example, this client wanted to be positioned as an authority on Google for a newbie’s guide to building a website. He purchased our authority content level at $600 for 3000w. The resulting 3,300-word article included over 15 screenshots and images. Included in the cost were all the images, many of which were custom created in Adobe by our designer.

authority content example

authority level content authority example

There you have it — the clear differences between our three levels of copy, which also gives you a good direction of which level you need for your brand, depending on your content goals.

Why You Should Consider At Least Expert Level for Your Brand

Nearly all brands that have a custom or crowded niche, or are in marketing, should be investing in expert writing if they’re looking to get content that stands out online. The concept of 10x content explains this. (I wrote an article on Search Engine Journal explaining 10x content: read it here.) That’s why we added seven new industries to the Content Shop this month, and that’s why our team of expert writers cover more than 25 custom industries.

To further delve into “why expert level,” let’s consider a couple massive reasons showing what great copy at an expert level can offer for your online presence.

1. Revenue Numbers Can Translate to 100x More Than What You Put In

I’ve invested time, resources, and revenue to my team members to help me create multiple content pieces for Express Writers.

Some have translated to high revenue returns in a short space of time.

One such piece was a SiteProNews guest blog, How to Create Likeable and Shareable Content. In just a few hours after it went live, we received a warm lead inquiry from a marketer asking for the kind of content that we create for our guest presence.

Inside the next few weeks, he talked to our sales team and converted for $5,000! I invested a little more than $50 into it: my return was 100x the cost of my investment.

Here’s what that cycle looks like, visually:

life cycle of content

2. A Serious Reputation Boost

This case study post on our blog cost about $400 in creation, resources, time spent and teamwork. That’s not including the cost of the tool subscriptions that we used to research for the piece: BuzzSumo and SEMrush.

The result? Massive exposure and reputation boost for our brand. We reinforced how much we hold to quality and doing our best marketing through our own product of deliverable, quality content, and where it’s brought us today (4,000+ keyword rankings, $13,000/monthly worth in organic traffic).

Why Should You Consider Authority Content?

I’ve answered that question at length here: Want to Be An Online Success? You Need to Be An Authority (& The Backstory of How I Launched Authority Content) Go read it for the full answer and backstory on how and why I launched our fairly new authority level.

Authority content isn’t for the faint of heart. It is, however, for those who want to “rule Google” and win the hearts of their readers. If that’s the content for you, go see it in the Content Shop here!

Summing up What Differentiates Our Writing Levels at Express Writers: General, Expert, Authority

There you have it.

An explanation of what we serve, at the three levels.

It’s simple, and most importantly, we guarantee quality at every level.

Why stop short with anything less?

Talk to us today about your content! We’d love to hear from you.

cta great copy

authority content

Want to Be An Online Success? You Need to Be An Authority (& The Backstory of How I Launched Authority Content)

Last Thanksgiving (2016), I launched a content level I called Authority.

Before then, we had two levels: general, and expert writing.

For my new Authority level, I trained a handful of my best expert writers and built a structure around it that kind of looked like this (my rough internal sketch):

authority content writing

The magic sauce of the new custom service, though, is all in the Authority Content Writer stage. (I’ll detail that more as you read.)

It’s far more than what I can represent in one circle. Far more.

In one piece of Authority content, no less than five of my team members at Express Writers are involved in creation: our team content manager, a Content Strategist doing a tad of SEO research, an Authority Writer that I’d personally trained, our designer to create themed graphics for it, and a high level content marketing editor to review it all at every stage. I work with our content manager to help pick the Authority writer, so you might as well say six.

Why did I launch this?

It wasn’t just to launch a content level with a high price tag (this is our highest cost service yet, ranging from $300-$900+ per piece).

It was after I spent a year studying, watching, and listening to the trends in content in online marketing.

I digested thousands of articles, analyzed even more headlines, and wrote hundreds of blogs myself. Some of which rose to the top, some of which didn’t.

I saw a formula starting to distinguish itself. I saw something repeat itself over, and over.

Those that were practitioners of this emerging formula were creating this level of content, and promoting it in their niches. Content tailored correctly, to the right audience.

But beyond just catching my eye, if the content was created right, at a true authority level, it held my gaze – and I subscribed for more.

[Keep reading for the full story.]

why create authority content

Content Creators That Reach Authority Level Are the Ones that Win Online

Let me give you two examples of the content I came across last year that held my gaze.

Last year, there were a LOT of new bloggers coming on the scene. I mean it when I say a lot. For example, I’m in a Blogging Newbies group, with a member group in six figures. I saw day after day, sometimes moment after moment, an announcement from someone about their new blog going live. In my LinkedIn groups, I saw the phenomenon. I saw it across my connections online, on Twitter, mentions about new blogs from the blogs I read.

[An old stat from two years ago on MarketingProfs says that 2 million blogs are now created every day.]

It’s kind of scary, isn’t it?

Almost a doubt that can whisper in your ear: there’s no way to stand out.

But there is.

Out of all those new blogs from last year, quite literally millions, two bloggers still stick in my memory today.


So yes, you can stand out, but you can’t be any less than an authority to do so. Let’s talk about who stood out.

The Two Bloggers that Stood Out in One Year, Grabbed My Eye, & Held My Gaze

1. Tor Refsland

This dude grabbed my eye early in the year. I invited him on the Write Podcast and published his guest episode in October last year. (Check it out here.)

In 2016, Tor was known as, but now he’s over at Which is smart, because I mean, look at this list…he’s a celebrity with a known name by now:

  • Top personal development blog of 2016, Wisdom Times Award
  • Won Most Epic blog post from one of my favorite bloggers, Jon Morrow himself
  • Top 100 personal development blogs
  • Wrote a blog that generated 20,000+ page views in 6 days!
  • Public speaker on stages with gurus like Rand Fishkin
  • Featured everywhere…podcasts, guest blogs, just Google his name

These feats were accomplished by Tor within his first 12-18 months of blogging.

So he’s a pretty epic authority.

What caught my eye was one of the content pieces he published. One of many with a very similar structure.

Screen Shot 2017-02-24 at 9.53.15 PM

Read it here.

Thousands of words, and Tor’s unique style: a TON of one-liners.

Screen Shot 2017-02-24 at 9.53.35 PM

3,000-5,000 words on average and tons, tons, tons of scrolling – but it’s so easy to read, you don’t even notice.

(Don’t get any ideas that that’s the “emerging formula” I’m talking about, by the way. That’s just Tor’s epic style.)

Check out one more blog Tor did last year that I loved.


Screen Shot 2017-02-24 at 9.56.41 PM

Does that grab your eye or what? The blog itself is very in-depth and there are some fantastic lessons for all bloggers (read here).

2. Michael Pozdnev

Michael caught my eye from an post mid-2016, and I’ve been following him since. His blog features incredibly long-form, intense blogging guides that are jam-packed with information.

The crazy part?

He’s been creating for 15 years, so this guy is by no means new. But something he created in 2016 and shared on made waves enough to catch and grab my attention. Here’s the title of that post:

Screen Shot 2017-02-24 at 9.40.22 PM

Dude. This post ROCKED. I read a few of his other blogs, grabbed his free ebook, and I realized this guy was an authority to be reckoned with. I recommend following Michael on Twitter: @MPozdnev. And go check out his content.

Why We Remember, Learn, Use, and Share Content Online

Why do you share content?

I can bet you it falls in one of these categories:

  • Simply put, it’s the answer to a question you searched.
  • It’s the most thorough answer.
  • You learned something.
  • You’re going to put to use what you learned (create that garden, build that birdhouse, promote that blog, build that website).


It sounds like it.

But creating content that triggers the “remember / share / use / love” button from a reader isn’t simple, by any means.

Content that is created at Tor’s level, at Michael’s level, and at the level of all the greats online (Copyblogger, Jon Morrow, Jeff Bullas, to name a few others), is authority content.

Several key traits make up the content that we consistently love, share, and use to enhance our daily lives.

I’ve identified several of those traits.

But don’t hold your breath. I’m not about to reveal something incredibly revealing so you can go and do exactly what the winners do. You’re not going to learn the “top 10 ways to write a blog that is magic when you publish it.”


It doesn’t work like that.

Sadly, creating content that will rise to the stars is 100% like the path to success.

It all comes down to the amount of work you’re willing to put in, the amount of resources you’re willing to invest in, and several skillsets.

7 Traits that Constitute the Authoritative Online Creator

1. They’re so good, you don’t even realize it. (This means many things: they’ve been blogging for years and years, they have search optimization and amazing writing skills down pat, they have incredible resources at their fingertips – from a designer, editor, to someone to help them behind the scenes.)

2. They know their space and they own it. They talk to their audience as naturally as speaking to a friend over coffee. Also, directly. You don’t want that friend getting into trouble on your watch, if you care.

3. They are beyond an expert. What they write about, what they teach, is so second-nature, well-researched, and well-done that it’s, quite simply, an authority.

4. Brian Dean’s Skyscraper technique theory is happening. Brian Dean expounds on that here. By the way, that blog came out in 2013, and everyone still talks about it. Hashtag authority. So the Skyscraper technique is where you go look at a city skyline and the tallest building stands out – that’s the type of content you need to be creating, because no tourist is going to visit second-best when they can tour the best. No Google reader is going to read second-best when they’re looking for a guide.

5. They know that strangers searching Google are looking for the best guide. See above. They create the best, deepest, most thorough answer to a Google searcher’s question. 

6. They never stop learning. Big one here. Being an early adapter is key to maintaining a killer authority level. You can’t not know the trends. And authority content creators never stop learning. The biggest, baddest, most guru-est of them all will tell you that continual learning is a progression, a path, to help make their best content happen. Especially in content marketing. Where Google’s algorithm is continually being updated, and you never know what SEO changes are ahead.

7. Consistency is happening. They never not publish. It’s really terrible – bloggers don’t vacation — but it’s the truth. You see their name, over and over again, in more places, week after week. You read incredible blogs on their site every Monday. You look forward to the next one coming out.

Warning: Authority Goes Against the Grain, So Stay Inspired

You’re going to have to go against the grain if you want to be an authority creator.

This content creation level isn’t for everyone.

By any means.

It isn’t for the faint of heart. The average blogger. Or the “I think I’m doing okay” content marketer.

It’s for those who:

  • Want to dominate Google and be the tallest building on the block for their long tail keyword with a long-form guide.
  • Can see the whole vision of why it’s vastly critical to create our best content, in an era when way, way too much non-performing content is going out.
  • Are a Rey in the middle of a million stormtroopers. (See below.)

There’s a reason 2 million blogs were posted per day in 2016 and only two bloggers stood out in the end to me.

Being an authority online isn't easy. It's grueling. It's a commitment not many people will want to take. - @JuliaEMcCoyClick To Tweet

I leave you with this inspiration on that topic:

In the middle of a bazillion of Stormtroopers,


Strive to be a Rey.

Image credit

On being an online authority: in the middle of Stormtroopers, strive to be a Rey. - @JuliaEMcCoy #nerdClick To Tweet

Finishing the Story: How I Launched Authority Content As a Service

I hope I’ve impacted you in some ways as to the standard you need to be at if you want to make serious waves online.

Be an authority. Put in the hours, the work, to stay ahead of trends.

And by all means, don’t hesitate to invest in a resource to help you, you know, not drown.

Remember why I launched Authority content here at Express Writers.

authority content

When I launched Authority Content, it was when we were ready to create the best content we’ve ever created. That means I spent a month prior to pick three of my most epic copywriters, and personally train them myself with a guide that I wrote another month prior. The guide I wrote revealed major traits of authority content and how to create this level for our clients. Our writers would have to do a ton of research per piece. I made sure they’d get great pay, for the time and blood / sweat / tears involved. Our Content Strategists are involved in picking out the best long-tail keyword for the content piece. We’ll either confirm the keywords the client has (using top SEO software and my internal team training) or find one from scratch. Lastly, our designer puts together themed graphics for the Authority piece.

So far, we’ve created Authority content with 100% success ratio.

Everyone that received this level is happy with it.

A few guides we’ve written:

  • Dental video marketing guide
  • How to build a website
  • How to grow your best Instagram presence ever

I can’t give you client names because we’re ghostwriters, but you might find one of them on Google some day. 😉

Image credits



All other visuals by Express Writers

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