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expert copywriting product update

April 2018 Content Shop Update: Our Expert Copywriting Level Just Got Better!

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 30 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 two 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.

expert copywriting product update

April 2018 Express Writers’ Expert Copywriting Update & Internal Process Improvements: 3 Major Changes

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:

Custom Industry Expert.

This single product now features a box where you, our client, can type in your EXACT industry or topic/niche, and we’ll match you up to that expert!

See below, and check out the product here:

new expert content update

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.

expert category

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.

To your online success,

~ Julia and Team, Express Writers

content strategy services

The State of Content Marketing Today. Why We Just Launched New & Improved Content Strategy Services at Express Writers

Let’s talk a little about the state of content marketing as it stands today.

91% of content marketers are using content marketing. That’s higher than all previous years to date.

Content creation is the #1 activity in content marketing that gets outsourced.

45% of content marketers are more successful than they were the previous year:

And 78% quoted better content creation as being the number one reason for their improved success.

Yet only 4% of these marketers rate themselves as extremely successful. 

CMI adds: “As they have in the past, respondents who have a documented content marketing strategy report higher levels of overall content marketing success compared with those who have a verbal strategy only, or no strategy at all.”

Yet, despite this guaranteed success rate, only 37% of marketers still have a documented content strategy.

Here’s a quick slide of those statistics from the CMI report:

What exactly is IN a documented content strategy?

Here’s eleven top cores I’d direct you to consider. Note that it is much more than just a keyword report, or a topic calendar.

  1. Audience Persona (you’ve identified your audience so specifically that you have a name and a face)
  2. Your industry standout factor (Content Differentiation Factor)
  3. Your messaging, voice, and tone (Brand Style Guidelines)
  4. SEO keyword reports with high-value, high-opportunity keywords (researched consistently)
  5. Content creation plan & creation team in place
  6. Content types to create
  7. A content creation budget
  8. Editorial calendar with staff collaboration
  9. Social media platforms to build a presence on
  10. Guest blogging opportunities identified
  11. Content updating, tracking and maintenance plan in place

That’s a lot. 

You want to be in the 4% of content marketers that are “extremely successful,” right?

Then you need all eleven cores turning in your content wheelhouse.

But, here’s the issue.

You’re probably facing two questions right about now.

  • How the heck do you do all those things ^?
  • Where the heck can you find a support team, that is quality controlled, to outsource all those things ^?

the state of content marketing and why we launched new content strategy services

How & Why Our Mission These Days is to Solve Industry Problems & Help Brands Succeed By Offering the Best Content Strategy Services

Here’s the thing…

I’ve been focusing on this “big industry picture” since late 2016.

It all started when I began to look at these CMI Benchmark reports, and even asked myself “why are our blogging clients not renewing their order every month?”

Every year, content marketing investment and marketer buy-in goes up.

But the strategic success hasn’t really gone up at all.

Today, only 4% feel they’re very successful at content marketing in 2018.

You know what’s worse? Take a look at previous years’ records.

In 2016, 88% of marketers were doing content marketing – now, 91% are. In 2016, 32% had a documented content strategy: today, 37% do. In 2016, 6% rated themselves as highly effective.

Today, only 4% feel they’re highly effective.

That’s -2% from two years ago!

In my firm, I’ve seen success rise for my content marketing year-after-year.

I know by now that it is all about consistent content, and I also knewafter five years of trial and error, beyond a doubt the value of great content in content marketing – provided you get consistent and you know what you’re doing. When my brand went past 1,000 published blogs, I wrote about the results after looking through our sales forms. It’s rather mind-blowing. 500+ inbound lead inquiries from those 1,000 blogs, closed with a sale at an 80-85% rate. Those were high-value leads: just one converted at $75,000.

The success I’d experienced by using content marketing to power 99% of my own business success (for six years!) is the very reason I created a content strategy course.

I go through all the cores I just mentioned, and teach strategists at all beginner levels how to be successful. 

How to be in the top 4%.

By doing this, I want that industry metric to expand.

Expand from 4% to 10, 20%.

If brands get extremely effective at their content marketing, BIG things will happen for that brand.

They’ll get known: appreciated: earn a loyal, tight-knit fan base: and see sales roll in every day.

Hand in hand with the course are the content strategy services I’ve built in my content agency, Express Writers.

I started writing the core training for our “content planning,” “keyword research,” and “content consultation” 5 years ago–and that inspired the industry-wide course I launched last year.

We’re a content creation agency first and foremost, but truly: what is great content if you don’t have your fundamental strategy mapped out?

Recapping the Main Changes to Our Content Strategy Services for 2018

Here’s what the new product, Content Strategy, looks like:

new content strategy service

3 main changes to our content strategy services

  1. We revamped and improved each strategy service we offer (list of changes below), for the year.
  2. On top of that, I launched new internal training for our Strategists, straight from the cores of my 6-week, intensive content course at www.contentstrategycourses.com. All this happened in the last three weeks here at Express Writers.
  3. All of our content strategy services are now available from this one product link, Content Strategy, instead of multiple links for keyword research and the other variations inside this one service.

Keyword research has now become more finely tuned and available in two variations: Keyword research for blogging, keyword research for web page topics. We’ll research longer-tail keywords for your blog, that offer a high likelihood of ranking: and wider opportunities for your site, where you’d want to rank overall for bigger, bolder keywords.

Content planning and content planning blocks has turned into Topic Research, for web or blog. You’ll receive an editorial calendar with high-ROI topics analyzed, as well as a core keyword to use in the topic: and what’s more, we now research influencers for your topic area as well and give you an exported list in the Excel editorial calendar. Our topic headlines are highly-scored, and carefully analyzed by our Content Strategists.

We use some of the best tools on the market: SEMrush, BuzzSumo, Hawkeye by Scoop.it, and Mangools’ KWFinder. Our team Content Strategists are fully trained from my content strategy course cores on how to deliver keywords and high-ROI content topics.

Our Topic Planning is available in three variations:

See an example of a Topic Planning package, complete with editorial calendar.

What’s more, we now offer a follow-up call with you + our Content Strategists to make sure you’re able to get the most from your topic planning. This will help our clients understand how to use their keywords and topics in the best way for on-site ROI.

Interested? Click here to book a call with one of our staff members to talk about your content strategy needs, or view the new product by clicking on the image below.

cta new service

Let Us Power Up Your Content Strategy

We can’t wait to serve you with the best content for more success in your content marketing, this 2018.

If you’re looking for training for your agency, my Content Strategy Course could be a fit. (We’re relaunching a new and improved site late February, 2018!)

Need done-for-you strategic content marketing services?

We love serving custom, high-quality content to seasoned brands and agencies.

If that’s you, we’re a great match!

Talk to our team today about your content needs.

CTA content strategy