Marketing Content Writer with Years of Agency Experience
I wrote this piece for Ladder, a company that provides marketing strategy, technology integration, data-driven advertising, and other in-house services to businesses of all sizes. This article is a review of Unbounce, a landing page tool that lets anyone create landing pages with high conversion rates. I'd heard of this software before, but I had never explored it. I think one of its best features is that it can turn anyone into a designer. It has a drag-and-drop builder interface that anyone can use. This review was meant to be objective, Ladder added in a few of their own blurbs after I submitted the article.
This was a fascinating post to write, and there are some exciting things happening in the world of big data analytics. This is a company that provides custom data solutions to logistics companies, including maritime shipping companies and land-based freight companies. The purpose of this article was to capture relevant traffic regarding big data analytics and the shipping industry. Then, hopefully, the article would encourage visitors to reach out to the company for solutions.
I wrote this post for a worker's compensation and personal injury lawyer in Texas. Texas has some lax employment laws compared to other states (such as my state, Massachusetts). This would be an important article for anyone to read if they were injured while on the job in Texas but didn't have an understanding of their state's laws. One thing I tried to focus on in this article are the responsibilities of the injured person. They need to meet certain requirements to qualify for worker's compensation in Texas. If they don't seek medical care or they don't notify their employer about an injury within 30 days, they can lose their right to worker's comp.
A surprising number of business websites don't have SSL certificates. In most cases, those operating the website don't understand their importance. I ghostwrote this blog post for a company that sells an online ecommerce and website development platform. The target audience would be any ecommerce business, or any business that is dependent on their website for leads and sales. The topic of SSL certificates is important now that Google is penalizing sites that don't have them. But some businesses are searching for information about them because of security concerns.
This post was written in the Queen's English, which was an interesting challenge. Thankfully, there's plenty of software available to help you Anglicize your writing. This post is designed to help Irish businesses understand the difference between cloud hosting and shared (or VPS) hosting. Each has their own drawbacks and benefits. Ultimately, this company wants Irish businesses to contact them to discuss their options.
This is technically one of the "pillar pages" I created, although it was published on a blog. This post would have several other blog posts related to content marketing linking internally to it. The purpose of this post was to explain to the reader all the benefits of using a content marketing agency. We backed up the claims with infographics. I found the statistics, but I didn't design the graphics. Some businesses think content marketing is limited in scope, but there's a lot you can do. The idea was to show the reader all the possibilities. I tried to include visual examples where I could.
This article was written for a business news site that also provides backlinks to customers. The purpose of the piece is to explain the importance of business process management and encourage the reader to explore further, either on the news website or via the backlink.
The Ultimate Lead Generation Guide for Car Salesmen and Dealerships (It appears Clearvoice is having trouble crawling this page) This is a good example of a piece of epic content. These types of long-form pieces are generally believed to be powerful SEO tools. They contain multiple media types (images, video, etc.) and numerous keywords for capturing relevant searches. They're designed to be easy to read and digest, with multiple headers and sub-headers, short sentences and sections, and bullet lists. I enjoy writing these pieces by breaking them down into manageable sections. Then, all I need to do is tackle each section until I have a congruent piece. Often, I'll rearrange sections if it makes sense to do so. I typically write the introduction and conclusion last. I ghostwrote this particular piece for a company that provides direct mail advertising and lead generation services to car dealerships, among other types of businesses. Since publication, it's been shared multiple times on social media.
This piece was for an auto repair shop in Canada. The shop specializes in heavy duty commercial truck repairs. The main purpose of this post was to capture relevant searches for transmission issues in the area around the shop. This blog post was ghostwritten.
This is a short blog post educating consumers about why their windshield wipers aren't working. The primary purpose of the post is to capture relevant web traffic and encourage visitors to use the website's services to find a repair shop.
I wrote this piece for a business news site that also provides backlinks as a service.
I ghostwrote this piece for a company that provides businesses with bookkeeping software. The target audience includes small business owners who need the services of a CFO but can't afford to hire one in-house. My background isn't in finance, but I'm always interested in writing articles about it. I learned a lot about business finance, startup funding, and investing from a previous client who provided investing advice for high-wealth individuals and business owners. I also learned how little I knew about the subject, which was probably the more important learning experience.
I ghostwrote this post for a company that serves as a broker between businesses and construction trailer companies. The objective was to inform the audience of why investing in a portable construction office is a good idea — even if they aren't a construction company. I particularly enjoyed doing the research for this piece. It was interesting how these mobile offices tied into remote work. Apparently, some people even buy them to put on their residential properties to use as at-home offices.
I wrote this post in response to changes in team dynamics that are occurring across many industries, particularly in the tech and business services industries. We're starting to move away from the old office hierarchies of the 80's and 90's. Some of the same structure i still there, but managers have realized they need to change the way they approach their teams to engage with an increasingly younger workforce. There's some confusion in this regard. A lot of attention has been paid to office perks. Those are important, but successful team-building isn't something you can manufacture by designating Friday as "jeans and T-shirt day."
This article educates small businesses about reducing their business expenses. The site serves as a resource for business owners and provides backlinks to other companies.
I wrote this short piece for a marketing consulting, web design, SEO, and social media management firm. The target audience is small business owners who know they need marketing but aren't sure about whether they should hire a marketing consultant.
I wrote this blog post for an Australian company that provides skills and personality testing services to businesses. The businesses use these services to screen employees during the application process. One of the most interesting parts of writing this piece was learning about the laws that regulate this practice. There are certain types of tests that aren't allowed, such as lie detector tests and discriminate testing. This was SEO content, so the objective was to rank for certain keywords. Ideally, the reader would also come to understand the value of skills testing and inquire further.
I ghostwrote this article for a news site that caters to a wide audience. This was part of a backlinking strategy for a consumer product site that features comparisons of vacuums.
This post is meant to help employees understand the codes on their pay stubs. The site is a monetized article posting site that hosts articles about weird and interesting topics.
This article was a challenge to write, but I was very excited to write it. I'm used to writing business blog posts, eBooks, and white papers that are designed to help businesses gain customers. This piece gave me the opportunity to write something that could be helpful to families. The target audience of this piece is a parent living with an addicted teen. The piece outlines how interventions work and why it is important to obtain professional help. My focus with this piece was to explain the gravity of the situation the parent's child is in without alarming the reader. Most importantly, I wanted to inform them there were steps they could take to help their teen. Of course, the end-goal of this piece is to convince readers to sign their teen sup for addiction services. But I still feel that the message is important.
This is a post I ghostwrote for a software systems services company in California. A lot of businesses are still using legacy systems (especially small businesses) for their business operations. It's common to hear the "If it ain't broke, don't fix it" response when a system has been working for so long that decision-makers can't imagine life without it. But in some cases, legacy systems are essential and irreplaceable (just look at the IRS). This has implications for data security, but it also means they're operating on outdated technologies that are slowing them down. Integrating legacy systems into a new framework is a challenge, especially when people at the company just won't let go. But, it's a necessary one.
This piece was uploaded a monetized article-posting website that caters to both consumers and businesses. They're an Amazon affiliate. Their primary topics are consumer electronics, tools, circuitry, and business IT.
Despite the focus on data security, I actually wrote this post for a company that provides document shredding services to businesses. Obviously, the two are interlinked, but I thought they took on an interesting strategy in writing content about data breaches. That's obviously the hot topic right now, and since both document mismanagement and data mismanagement can lead to the same results, this article is pertinent. The target audience for this piece might be a CIO, CTO, or CSO. It could even be the CEO of a small business or a director.
Law is always an interesting topic to write about, and there's always plenty of content to put out there because laws vary state by state. When I write for law firms, my approach is formulaic. Some lawyers like to let their personalities shine through on their blogs, but it's usually safer to stick with the facts. The most important step is empathizing with the audience, even if the audience is a violent criminal. This is not always easy to do. I have to put myself in the lawyer's shoes and remember that they are playing a necessary part in the criminal justice system (and, yes, making heaps of money doing it). Everyone is innocent until proven guilty. Everyone gets their defense. I ghostwrote this blog post for a California lawyer who defends businesses. His goal was to capture more relevant traffic by addressing the new sexual harassment law that passed in California. This type of "news-jacking" can be very effective, especially with news that has long-term repercussions like this topic. It's a good way to drum up some quick web traffic, whereas evergreen content can take months to pick up steam.
I ghostwrote this article for a business news website. The main purpose of the post was to provide an inbound link to a client's website. However, this article targets small business owners who need information about employment law. The ideal audience would be a first-time business owner. I enjoy writing articles about the law because there's so much interesting research to do. Every state has different laws and the way they contrast is sometimes surprising. This article was optimized for keywords and contains both internal and external links.
I ghostwrote this blog post for a company that's just beginning to populate their website. They're an agency/consultancy that helps companies get the most out of their marketing technology, in addition to providing marketing services. Systems orchestration is an interesting topic in regard to marketing. Most of the material I found about it refers to operational systems, but in a next-gen company, every system needs to speak to one-another. It doesn't matter of if it's a back-office billing system or a CRM. A lot of software companies overcome this problem with APIs and integrations, but marketers still complain that their systems don't communicate with each other. Part of the issue is the haphazard way many companies choose and purchase technology. Often, they acquire new tech based on an immediate need, then try to make everything work together after the fact. A better solutions is to purchase technology strategically and according to a plan. It can be difficult for startups to have this kind of foresight, but it can pay off significantly in the long run.
I wrote this blog post for an Irish marketing agency. The target audience is SMB executives and directors who are interested in new marketing channels, like Facebook Messenger, for reaching their customers. Facebook Messenger has been a useful marketing tool for years, but Facebook didn't actually create ads on the app until a couple of years ago. I was surprised to learn this, seeing as how Facebook would monetize Mark Zuckerberg's toenail clippings if they could. The only challenge I faced in writing this article was writing in the Queen's English. Although, this was less of a challenge and more of a fun learning experience. There are also plenty of tools that can check your work for proper British language variants.
This was one of the initial blog posts I wrote for this client. As an SEO company, they're focused on generating website traffic for their clients, but they differentiate themselves by prioritizing conversions. The purpose of this post was to convince clients and potential leads about the importance of chatbots in conversion optimization.
I enjoyed doing the research for this article. I had no idea there were so many types of ecommerce businesses. Like most, I just assumed they sold products to consumers. This article is designed to encourage visitors to start their own ecommerce business and (hopefully) retain the agency for marketing services.
This was the first in a series of posts about the Inbound Marketing Methodology. This post covers the attract phase.
This is the second in a series of posts about the Inbound Marketing Methodology. This one covers the Convert stage. This is the stage where website visitors convert into leads. There can sometimes be ambiguity about what constitutes a lead. My intent was to help businesses understand the value of something as simple as a website form submission.
This is the third post in a series of 4 posts about the Inbound Marketing Methodology. Closing is the most critical part of the Methodology. I wrote this post to educate visitors about using every available resource to close inbound sales leads.
This is the final post in my series about the Inbound Marketing Methodology. The Delight stage is one businesses often forget. It's easy to assume you've finished your job after you close the sale. But the delight stage is crucial for customer retention, referrals, and brand sustainability. It's not easy to delight customers through traditional marketing channels. You can use social media and other digital tools to engage with customers, but it pays to take it a step further. Much of this process boils down to what your business does and how you provide value. Delighting customers could be as simple a process as sending them a card on their birthday. Or, it could be as complicated as building customer profiles and personalizing your messaging based on personality traits, buying habits, demographics, etc.
This ghostwritten article provides a backlink to a client's website. It's meant to explain to the reader how SEO fits into an integrated marketing strategy. Even today, many businesses struggled with silos in their marketing and sales departments. The purpose of integration is to ensure every aspect of your marketing and sales strategy is working together to reinforce the other parts. For example, if a salesperson takes a call from a prospect, they should already know which blog posts they've read and which web pages they've visited. Those web pages and blog posts should have reached that prospect through one or many channels, such as social media or via email.
I wrote this post for a client that provides pay-per-call lead generation services to businesses. This is an old-school tactic, but I liked how this post tied in next-gen technology with their services. This is a topic I'm interested in, not least because I'm concerned that AI might replace my job (like everyone else). The purpose of this post is to encourage the reader to incorporate call services into their next-gen customer experience channels. The target audience is any business owner interested in omnichannel and CX marketing.
This article was posted to a business news site that provides backlinks to clients. The target audience is the owner/executive of a construction company. This is a niche market, but businesses that operate outside and do hands-on work tend to neglect their websites. They're too busy hitting the pavement, networking, and getting things done. This post is meant to teach the basics of business website design. These are tips almost anyone with a basic understanding of CMS can follow. At the very least, it should encourage the reader to take more interest in their business website.
I wrote this post for an SEO company based in Canada. It was written for an audience of business owners in need of more local search results. These are typically small businesses that maintain brick and mortar locations and sell to niche communities. The purpose of the post was emphasize the importance of local SEO and to encourage the reader to reach out to the SEO company.
This post was written for an entrepreneur who has a monetized article hosting website. However, the client was not the owner of the website. The post created an inbound link to client's website, which was the true purpose of this post. Nonetheless, the target audience for his piece is a lawyer looking for basic marketing ideas. This piece takes an easy-to-read "listicle" approach to that subject.
This article was written for a niche audience: businesses that operate online vape stores. It was a guest post on a news/affiliate marketing site. The article provided a backlink to vape business in Canada.
The audience for this blog post includes small businesses, but the main targets are sole proprietors and home-based business owners who want to monetize their blogs for "passive income." I covered most of the basics of SEO and how to write for a target audience or buyer persona.
This blog post targeted small businesses who were reliant on old-fashioned marketing strategies in the past but were looking to break into digital marketing. The idea was to describe how easy it is to generate leads online, but also to highlight how much work must go into online lead generation for it to be successful.
Live chat is a low-stakes way for potential clients to speak with a law firm. It isn't always an actual attorney on the other end of the chat, and live chat can't be used to provide legal advice, but it often serves as a bridge between an individual and a consultation. Most lawyers prefer a phone call, as this is a clear indication of buyer intent. But younger generations don't typically like to talk on the phone unless they have no other choice (I would know). Live chat is a great way to reach this demographic.
Some professionals put up a LinkedIn profile but fail to complete them. Often, it's because they don't see the value of LinkedIn. Lawyers are no exception in this regard. Lawyers who serve consumers may think they don't need LinkedIn, but the social network is just one more channel they can use to build trust. Lawyers who serve corporate clients need a fully realized profile on LInkedIn or they won't be taken seriously.
Most lawyers have a blog, but not every lawyer understands the value of blogging. This post was meant to address that disconnect. It's common for writers to undervalue their writing. So, too, can businesses undervalue their content. When you focus on writing strong, helpful content, you can provide more benefit to readers. This helps your blog serve as a resource to your buyers so you can generate leads.
This is a short blog post I wrote about the importance of using content for law firm marketing. While most lawyers have a blog these days, not all of them are fully optimized. The topics lawyers choose to write about on their blog posts are also important. While keywords and SEO matter, what matters more is educating your audience. Lawyers are in a unique position to do this. They can provide answers to common legal questions, for example. But sometimes, it's too tempting to write solely for search results.
There are so many lawyer marketing firms that promise dramatic SEO results to lawyers. Not all of them know what they're doing. This blog post was meant to be a breakdown of how SEO actually works and what results it can produce when done correctly. I also wanted to dispel some of the many myths about SEO. Getting your law firm's website to rank #1 in Google search results isn't something you can typically do over a weekend, for example.
Social media was once a grey area for lawyers in terms of marketing. It seemed to easy to wade into dangerous territory by sending out an erroneous tweet or posting a bit too much information than intended. But there are numerous benefits for lawyers who use social media. I wrote this blog post to address the many ethical and pragmatic questions lawyers have about social media marketing.
This blog post explains the difference between translation and trasncreation, then it describes how transcreation can help businesses reach a global audience. Unlike translation, transcreation requires the translator to create an entirely new piece of content, not just translating a written piece of content word for word. The benefit if this is that you get an entirely unique piece of content that's catered to a specific audience. All the same points are there, you just avoid most of the subtle problems with traditional translation, such as the failure to properly translate idioms or the issue of using language that may mean something unintended. If you've ever heard the term "lost in translation," transcreation is a process to avoid that problem.
Pricing for marketing services can be all over the map. It's understandable for businesses to be skeptical about the price points of certain marketing activities. Deliverables can also be confusing. The final product often looks clean and finished — simple. But even something as simple as writing a blog post involves numerous steps, including strategic planning, buyer persona development, keyword research, and, of course, the editing process. This post was intended to clarify what businesses pay for when they purchase marketing services and why.
When businesses first embark on their journey into inbound marketing, they start getting leads in a new way. For salespeople who are used to legacy sales processes, it can be difficult to know what to do with a lead who has expressed interest by filling out a form online, for example, instead of dropping their business card at a trade show or just calling on the phone. This post was designed to help marketing clients understand how to use the resources their CRM provided to close inbound sales leads.