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