4 New Year Content Marketing Resolutions that Will Explode Your Online Results

4 New Year Content Marketing Resolutions That Will Explode Your Online Results

Content marketing never sleeps, nor dies.

It evolves – constantly. It thrives in adversity. And it transforms a crisis – like the 2020 pandemic – into an opportunity.

Maybe you’ve known about this opportunity already. After all, content marketing is an industry that’s growing in popularity by the day, and is about to be worth $412 billion.

Still, the pandemic allowed us to see just how true and powerful content marketing can be.

I mean, look at these quick stats.

Since the COVID-19 outbreak, people across all generations turned to the internet. During which:

  • Search rose by 3.6 billion searches/day to 6.9 billion/day — and this still holds steady!
  • 53% of Americans found the internet to be an invaluable resource (while a good 34% deemed it important) – and that’s only the U.S., which is 4.25% of the global population.
  • And in effect, global internet usage grew by 70%.

Do you see the gold here?

There’s no doubt that the global content consumption trends in 2020 have risen to unprecedented heights because of the pandemic. This means more eyeballs than ever, online! ?

So how can you use this to your advantage?

Just as the pandemic accelerated the already upward trend of the internet age, now is the perfect time for you to accelerate your online efforts as a content marketer.

And, whether you’ve been in the business for quite a while or are just starting out, the new year is always a great time to reset.

So here are four new year content marketing resolutions to take with you in your online efforts for 2021 – to help win you those golden metrics.

new year content marketing

In 2020, search rose by 3.6 billion searches/day to 6.9 billion/day -- and this still holds steady. How can you tap into this search traffic explosion for your #brand growth? ? Learn the top #contentmarketing predictions via @JuliaEMcCoy: Click To Tweet

New Year Content Marketing Resolution #1: Make Trust and Empathy Your Number One Priority

Why trust and empathy? Because – more than half of your potential customers rely on whether they trust a brand when deciding to purchase, second only to affordability.

Ignore the importance of trust and you willingly hand over these potential new sales to your competitors.

So here are two things you should do to earn your audience’s trust.

Trust and empathy should be a #1 resolution brands must make in 2021 to build more audience connections. ❤️ More #contentmarketing resolutions via @JuliaEMcCoy on @ExpWriters: Click To Tweet

Here’s How #1: Tell Your Story in a Real and Relatable Way

Edelman found that 81% say trust is more important now because of the need to feel safe. And, 89% of consumers trust and support brands – that help people through the challenges of COVID-19.

So, don’t just tell people who you are. Connect at a deeper level and tell people who you are to THEM, and what values you uphold that they can relate to.

Nine out of ten customers are loyal to brands when they share the same values.

So, dig deep until you find the core purpose of your brand, and be true to that purpose. Because this is what truly resonates to your audience.

This infographic gives you a clear picture of what your story should (and shouldn’t) look like:

Tell your story, but turn it around to focus on your customers. Source: ReferralCandy

Here’s How #2. Deliver Consistent Value That Nurtures Your Audience

Your story is just the beginning – the hook. And, if it isn’t authentic, your customers are going to see through you like glass.

The key to building trust is following through from start to – well, forever.

Keep the quality content coming. Show up consistently. Keep giving your customers a reason to stay.

When you become that source of inspiration, or entertainment and distraction to your audience – building and enriching lives with your content, your voice – then 73% of your audience already have your back.

Consider these when crafting your new year marketing campaigns:

  • No to Last Minute Concoctions: Some brilliant ideas do pop up at the last minute, but more often, it isn’t. So, plan your new year content strategy ahead.
  • Serve Fresh, Meaty Content: Don’t stop with great headlines. Make sure you give your audience what they clicked for – packed with well-researched and relevant information.
  • Don’t Forget to Tenderize the Meat: Break those tough, long sentences. Chop those huge blocks of paragraphs. And, YES – visuals are your best friend to help deliver digestible content.
  • Give a Steady, Healthy Diet: You’ve done it. People trust you. They rely on your content for constant nourishment. So, commit to your content schedule and, if you can, surprise them with dessert. A downloadable guide would be nice.

Did I just make you hungry? If yes, then good. Because there’s more to devour in this post. ?

New Year Content Marketing Resolution #2: Take the SEO-Focused Content Marketing Approach

Some marketers will tell you to forget about SEO. Well, I’m telling you to forget about them.

Here’s why.

Organic search is responsible for generating twice more revenue for B2B and Tech Companies. And, it’s the top driver of website traffic, with social media falling way behind by 300%.

PLUS, now there’s a jaw dropping 6 BILLION Google searches PER DAY – that’s twice as many searches than there was in 2019.

– Talk about opportunity knocking at your door, right?

Here are two essentials for developing your new year marketing messaging with SEO in mind.

Here’s How #1. Audience First: Discover and Fulfill Search Intent

SEO is no longer about hitting your keyword counts. It’s how well you know your audience and having the right content strategy.

You have to understand what it is your audience is looking for. It’s not just “shoes”, maybe it’s “running shoes for flat feet”.

Invest a good amount of time to research your audience and build your target persona – before anything else – to zero-in on exactly how you can help with your content.

I teach how to build this in-depth persona and get to know your audience in Module 2 in The Content Strategy & Marketing Course.

The basic recipe for SEO is great content, housed on a great website. It’s that simple, and that hard. Buckle down and commit to it in 2021.

The basic recipe for SEO in 2021 is great content, housed on a great website. It's that simple, and that hard. #SEO #ContentMarketing More 2021 tips from @JuliaEMcCoy: Click To Tweet

Here’s How #2. Search Engine Second: Target Long-Tail Keywords

Once you have your search intent, your long-tail keywords will follow. They’re your keywords turned to longer key phrases that target your audience’s pain points and interests.

This is the type of keyword you want in your content. It allows you to be found by an audience who’s ready to take action.

Optimize your content to deliver exactly what your audience expects – while making sure that search engines find you the most relevant result.

This is using keywords, but not the old-school way. Your priority is to sound natural. It’s THE content strategy skill to develop this year. ?

If you’re completely new to SEO writing, I’ve got you.

Watch my in-depth SEO writing tutorial on YouTube, and let’s get you those explosive results:

New Year Content Marketing Resolution #3: Be Your Audience’s Reliable Source

Today, 64% of the general population say it’s important for brands to be a trustworthy source of information, and another half expect brands to educate them (Edelman).

It’s time to embrace long-form, more comprehensive content in your new year resolution campaign.

Here’s How: Hit the Sweet Spot Between W.Y.A.W. and Your Expertise

new year content marketing WYAW

So, how do you know what topics to cover? Where can you find the best new year content ideas? Or, the right new year promotion ideas that will definitely work?

The answer ties in with our second resolution, first sub-point: pin down exactly What Your Audience Wants.

What will make their lives more interesting, or more relevant and meaningful? You need to be talking about what matters to them.

But you can’t talk expertly about something you don’t know, or aren’t at least comfortable talking about. This was my problem when I started a decade ago!

So, I came up with the topic circle concept.

It’s a simple exercise of mapping out topics your audience crave, and finding where your expertise can be maximized. Where those two diverge – that’s the sweet spot.

For deeper learning on audience personas, topic circles, keywords and building your online presence, the Content Strategy & Marketing Course should be your destination. Enroll and grow your brand with content.

New Year Content Marketing Resolution #4: Forget TikTok, Clubhouse, Etc. Until Your Core Site Is Profitable

You might have heard me discussing TikTok in my talks or raving about Clubhouse, but I’m going to give you, my dear reader/marketer/entrepreneur, a golden nugget here.

Forget all the other platforms out there and get your resources focused on building your website until it’s profitable.


Here’s How #1. Stop Squatting on Platforms. Establish Your Content House.

Your website adds credibility to your brand. It shows you can stand on your own. And it gets you to top of SERPs faster when your website has a blog.

Imagine inviting people into your house and having nothing to offer, but COOKIES FOR SALE. That’s how your eCommerce website looks like without a blog!

Blogs generate 67% more leads for companies and are responsible for indexing 434% more pages and 97% more links. (DemandMetric)

Here’s How #2. Never Wait for Inspiration. Find an Expert Content Partner.

60% of companies prefer to keep their content creation in-house. I started mine myself 10 years ago, and that’s how I developed my content house concept.

So, if you’re like me, here’s a guide to how you can build a solid content house in three steps.

But, here’s the thing: Every day without a great content is opportunity lost. So, while you’re at it, consider outsourcing the quality content you need.

Take These 4 New Year Content Marketing Resolutions to Heart and Reap Online Growth

Between 70 to 80% of searchers ignore paid results, and focus on organic SERPs – 28% of which, convert to ROI.

Combine that with Google’s high volume of searches now and you get a higher chance of online growth.

Discover more results in 2021 from great content. Visit our Content Shop and start your order today.

new year content marketing

6 Insights to Fuel Your Content Marketing in 2021: A Recap of My Digital RiseUp Summit Talk with Dr. Ai Addyson-Zhang

6 Insights to Fuel Your Content Marketing in 2021: A Recap of My Digital RiseUp Summit Talk with Dr. Ai Addyson-Zhang

This December, I had an amazing opportunity.

I was invited to speak at the largest entrepreneurial gathering in the Middle East – the Digital RiseUp Summit 2020.

Exactly how large, you ask?

30,000+ attendees in a virtual conference that welcomed youth, entrepreneurs, and business enthusiasts of all ages from all across the globe.

Their unique theme for 2020 was #RESET.

RiseUp Summit #reset

RiseUp Summit 2020 speakers

RiseUp Summit sessions

I had a fireside chat, and the person interviewing me was none other than my wonderful friend, Dr. Ai Addyson-Zhang (whom I suggested as a host — Dr. Ai hosts her own live streaming shows with over 80 episodes).

It was an honor for me and Dr. Ai Addyson-Zhang to speak at this conference, hosted online December 10, 11, and 12 of 2020.

With fingers-crossed and the pandemic gone, I’ll be speaking at the same conference next year in Cairo, Egypt. (**cue Arabian Nights Music** ?)

Dr. Ai Addyson-Zhang and Julia McCoy

We talked about how I started a Value-Focused Content Ecosystem that got my brand to 100,000 visitors per month (and how I did it again with my other brand, The Content Hacker™.)

But, most importantly, my 35-minute talk’s focus was on how you can do it, too.

So, for those of you who couldn’t join the RiseUp Summit this year, here’s a six-point recap of the exact insights I gave during this talk, which covers my tried-and-true key factors for content marketing success, secret formula for content creation, and advice for improving your content marketing game in 2021.

But First, What’s So Important About Having a Content Ecosystem?

For starters, you want to grow your business, right?

Of course you do.

But here’s the thing.

That’s not happening anytime soon without a foolproof strategy built to take you there.

When I dropped out of nursing school to pursue my passion for writing at just 19, I started Express Writers with $75 in my pocket and a determination to succeed.

Over time, I was able to create and polish a content ecosystem that turned my business into a seven-figure company, with 100,000 visitors monthly.

And, it wasn’t just a one-time thing. I kept starting new brands and applying the same content ecosystem.

I’d learned strategic steps to take that gave me the same positive outcome.

All because of my content ecosystem, which allows me to produce great web design, clear copy, consistent blogs, and weekly emails – all tied together by my underlying brand quality.

I can attribute ALL of our growth at Express Writers to these four key initiatives.

What Are the Key Factors That Contributed to My Success?

Two things: One, I went ahead and just kept going, and two, I was my number one supporter!

It’s not as lonely as it sounds. In fact, there wasn’t a dull moment for me.

Point #1: I Didn’t Wait to Get Started

Why wait when you’re perfectly able to open opportunities for yourself?

Back in 2011, I had this growing passion. I wanted to get out there and take my writing to new heights. But other than just having $75 in my pocket, there was one LITTLE problem:

I was in an oppressive and abusive environment that simply would not allow me to achieve that dream.

I was the daughter of a religious cult leader! I had to have a specific length of hair, wear dresses all the time, and was told that it was my duty as a daughter to give him 80% of the little I was earning at the time.

So, I packed my bags, left in the middle of the night, and almost 10 years later – Express Writers is crossing 30,000 completed projects! You can read more about this in my book, Woman Rising: A True Story.

Now what’s the morale of this story? That if I made it, you can to. It’s all up to you.

I also talk about this in a bit more detail in my YouTube video below:

Point #2: I Invested in My Own Growth

To grow my business, I knew I had to grow, first.

And while there’s tons of free content out there that I could learn from, I knew I needed a much higher level of training. I’ve hired coaches and spent a ton to do the inner work necessary to bring my knowledge up to the level I’m at today.

If you want to succeed, you have to be willing to spend. Invest in yourself. It’s scientifically proven that if you “put your money where your mouth is,” you are SO much more accountable to yourself.

If you want to succeed, you have to be willing to invest in yourself. If you put your money where your mouth is, you are MUCH more successful. More ? takeaways here from @JuliaEMcCoy's @riseupsummit talk with @aiaddysonzhang #ContentMarketing… Click To Tweet

What’s Your Secret Formula for Content Creation?

The truth is, there is NO secret formula. All you need is a growth mindset.

Content evolves, and will keep evolving. What works now, might not work tomorrow. You have to always be out there, studying, improving, and adapting.

Point #3: Google It — and Live in Google’s Results

You want to create content that people will find and love, otherwise, it’s a waste of time.

So, before you write, do a Google search and study the top results. Why do you think Google ranked them at the top? How did they tackle the topic? Most importantly, how can you do better than them?

When you do this, you’re already ahead of 90% of marketers who don’t take the time to research their market first at that level.

Point #4: Learn and Practice (Do, Do, Do)

As you’re getting your content out, you need to constantly learn and improve. Practice the right techniques on how to create content that converts and gives you ROI.

You could just keep learning from your mistakes. Or, to save you time, you could learn from those who have learned from their mistakes.

Just as I said in point #2, invest in yourself and raise your skills. There can be no better advice than this.

Over the last 10 years of running my business, I can tell you it’s not easy. But I’ve gathered the right techniques and developed courses on SEO Writing and Content Strategy & Marketing Course that will absolutely help you up level your content creation skills.

Based on Trends, What Should Content Creators Do to Step Up Their Content Marketing Game in 2021?

It’s all about storytelling. You need to be out there, and people need to know that you care. This is the foundation of trust.

Point #5: Tell Your Story, and Tell It with Vulnerability

The pandemic has become an eye-opener for businesses and consumers alike, resulting in a huge shift in priorities, and making brand relatability an even greater factor for building trust.

81% of consumers regard brand trust as a huge decision factor because of their own personal vulnerability, while 74% look towards your impact to society, according to Edelman.

They need to hear your story. Who are you? What hardships did you have to overcome to get there? And, how are you making a difference to society? If you’re wondering how I did mine, take a look at my story on Instagram and feedback I got.

As of right now, this is huge. Stories are doing better than ever – but you must be vulnerable. So, dig deep, be real, and get your story out.

Point #6: Search Traffic Has Surged, Now is The Time To Be Present with Content

Someone, somewhere, needs to hear about your brand and your solutions to make their lives better.

And, as it happens, Google searches went from 3.5 billion per day to SIX BILLION PER DAY this year! And it’s still climbing.

Your brand presence is more important now than it has EVER before. Let people know you exist, you care, and that you can help them.

Be THERE in Google SERPs.

And Speaking of 2021, the Opportunities are Endless

At the end of my talk at the Digital RiseUp Summit 2020, I was asked if I had any specific project for 2021 that I was fired up about…

I’m super crazy excited about an epic book Dr. Ai  and I are creating – and it’s called Skip the Degree: Save the Tuition. (Featuring 30+ thought leaders!)

It’s powerful. It’s radical. And it’s crafted by two successful dropouts.

We’re looking to equip you with a tangible, actionable, systematic process of finding, living, and earning from your passion – minus that huge college debt.

Be your own supporter. Capitalize on your skills.

Coming to Amazon this February 2021. Get on the waitlist now.

Need something to jumpstart your 2021 content marketing? Hire Express Writers today.

A Christmas Poem: ‘Twas the Night Before Christmas, And All Through The Content… (A Content Marketing Christmas Poem) 

A Content Marketing Christmas Poem

To say “it’s a holiday season like none other” is an understatement.

I’d explain why, but one word will suffice – (the) pandemic.

And, while the world stocked up on toilet paper, I was grateful to have sustained my daily dose of caffeine without a single downtrend in daily produced word count. (Bonus: I never stopped writing—I wrote a book over the pandemic, launching February 2021!)

But more than that, we at Express Writers have so much more to be grateful for.

Number one being this was yet another year of fate telling me how right I was nine years ago, to pursue my passion for writing and build this amazing content creation team we have today.

I’m so grateful we invested in a strong foundation of content many years ago that continues to bring in new leads and new business.

However, we know that the investment never stops. We continue to invest in our content creation efforts – and did so despite the events of this year.

And, if there’s one key takeaway from 2020, it’s to take nothing for granted.

To start the holiday week off, we have a treat for you – an original Christmas poem, from yours truly. Keep reading below it to get to my two wisdom nuggets to take into 2021.

A Christmas Poem for Marketers

Wrap up the crazy year of 2020 to a fun, memorable close - check out this short original remake of a classic Christmas poem by @JuliaEMcCoy of @ExpWriters. #OriginalPoem ???? Happy Holidays! Click To Tweet

‘Twas the Night Before Christmas, And All Through The Content…

Let’s not forget it’s Christmas. I hope you get time to celebrate, relax, and enjoy.

To get you in the spirit, we decided to give the year 2020 a fun close with a short remake of a classic Christmas poem featuring a relevant, to-the-times twist. Keep scrolling to watch me narrate the poem!

A Christmas Poem for Marketers infographic

‘Twas the Night Before Christmas, And All Through The Content… (A Content Marketing Christmas Poem) 

’Twas the night before Christmas, when all through the house

Not one skipped a hand wash, not even the mouse.

All went to sleep, but for me, a marketer,

Whose vacation never included leaving my front foyer.


Out on the lawn with stars glittering above,

My thoughts went adrift to the things that I love;

Team members, clients, students, my own audience;

Oh, how we survived this year with resilience.


No ‘unicorn ninjas,’ just safe and serene,

I laughed and recalled my pajama meeting,

How close I had been to losing my sanity;

Grateful, now my content has more empathy.


As I cared more for people, up went my metrics;

Thriving more than those with no online ethics.

More leads and subscribers truly counting on me;

My heart danced along with the wind in the tree.


’Twas the night of that year that the world saw it clear,

Great content was the one thing that didn’t disappear.

A splendid New Year awaits those who do it right;

Merry Christmas to all, and to all a good night!

Ready to uplevel in 2021? Check out G.R.O.W., my all-new live mentorship subscription community where you can achieve quick wins, high-level training, and direct and daily access to me + top mentors.

Julia Narrates Our Content Marketing Christmas Poem



2 Big Takeaways for Conscientious Marketers to Remember in 2021

Here are two more wisdom nuggets that you should take with you into 2021.

1. 2020 Was The Year We Learned the Online World Will Never Die

We watched the world shut down. Country after country.

It was a year filled with uncertainties – but not for the online world.

As we all kept indoors, we all had to rely on online support for help, online search for answers, and online content for updates.

During which, brands who’d been neglecting their online presence (or content house), scrambled to meet customer’s needs as fast as possible.

Everyone – across the globe – of every age, had to be online to thrive.

As a result, Google’s daily searches ballooned, from 3.5 BILLION searches per DAY in 2019, to over 6 BILLION per DAY this year. That’s an average of 70,000 online searches per second!

There is no greater time to be online than now.

And, I’m beyond grateful that many years ago, I cared enough to introduce the Content Differentiation Factor to help brand’s rise above the cut.

If it isn’t clear yet, this is your wake-up call to G.R.O.W. – online – now.

2. 2020 Was The Year Marketers Learned Building Trust is One of the Most Important Factors

In 2020, an Edelman report listed brand trust as the second most important factor your customers care about, right next to price. And they found that it is built when you actually do what you say. More than that, 80-85% expect brands to help them, as well as make a positive impact to society.

Even without Google’s numbers, marketers saw the opportunity – and took advantage in 2020 of the vaster online audience.

Some, to a negative extent. There were the ones piggybacking on trends, and making sure that they had something to say for just about every issue.

After all, isn’t that a strategy? Maybe, if you only want to go viral without tangible, clear results.

But, if you want conversions, then it’s SEO strategy plus empathy.

In the past, you could get away with “positioning” your brand as someone who cares about your customers, or the society, just by consistently posting blogs and newsletters, or having a great social media content strategy.

Not this year.

This year was all about supporting those, who deserved our support. And, as consumers all over the world experienced a great recession, we all made sure that money spent went to those who were helping make the world better.

As Edelman’s brand trust report showed, when consumers trust you: 75% will reward you with loyalty, 60% with engagement, and 78% will become advocates, going out of their way to share your content, recommend you, and even defend your brand.

Ready to uplevel in 2021? Check out G.R.O.W., my all-new live mentorship subscription community where you can achieve quick wins, high-level training, and direct and daily access to me + top mentors.

Wrapping Up 2020 with an Emphasis on Trust

We at Express Writers are rooting for you.

Make that shift to building a content house that’s worthy of your audience’s trust, and they’ll give you the means to turn it into a content palace. ?

We wish you a Merry Christmas and Happy Holidays!

Need a specific content service? Visit our Content Shop and start your order for great content writing ✍️ now.

New in Our Content Shop This Month: Sales Copywriting & Social Media Video Production

New in Our Content Shop This Month: Sales Copywriting & Social Media Video Production

In my team here at Express Writers, we never slow down.

For one, we interview hundreds of writers every month to find our 1-2%, the writers we put a lot of trust in to handle our clients’ projects.

Since our clients rely on us to produce content that won’t add to the noise, and isn’t crappy… we need the best. Fulfilling that is our mission, no matter how tough that commitment gets.

But we don’t stop just there.

In fact, every few months we sit down and review, audit, fine-tune, and add to our existing services.

(For example — this spring, we doubled what we pay our industry expert writers, which was a direct pivot to match the market. We couldn’t hire qualified legal writers anymore at the rate we were charging our clients, so we changed up our process and pay rate.)

We believe in improving, evolving, and growing our own services, processes, and team. It’s a tall order, but one we’ll never drop.

Growth and evolution is a part of success. Without change, a brand gets stagnant and behind the times.

That’s why we’re here sharing two new services we’re now offering as of today in the Content Shop. ? ?

When it comes to video, in 2020 and going forward, stats show that 54% of consumers actively want to see more video content, 87% of brands are using it, and — ready for it? in social media, video is THE favorite content format for consumers to watch. 

I’ve been playing with video myself for four years, and serious about producing video on our channels for two. I can say that video has added ​more direct clients and revenue ​to our bottom line.

To be able to launch this as a service today, I convinced my talented producer to become a full-time contracted member of my team! ? We’ve been hard at work training the rest of the team on how to get ready for a whole new pipeline and format delivery. 

Sales copywriting is an answer to the rising need established brands have for persuasive copywriting. Now at Express Writers, your sales copywriting will be crafted by a Copyhackers-trained writer. A few of our top writers have stepped up to take on a Copyhackers certification and grow their skills. They’re working directly under me to get ready for your sales copywriting orders.

Good copy can make the biggest difference between the conversion or not of a sales offer you are putting out.

Wondering how much sales copy can do? It can be as much as 90% difference in conversions.

Just this year, a marketing firm (VWO) published a study on what happened when they tweaked copy for a client of theirs, CityCliq. Their A/B Test of four versions of a single headline revealed that a single winning headline earned a whopping 90% increase in conversion rate over the original.

If targeted sales copy, which is a skill and an art, could earn you a 90% conversion increase — what would that do for your business?

Both video and sales copywriting are top content formats we couldn’t ignore any more.

Social media video — you need it.

Sales copywriting — you need it.

We now do both. Keep reading for the full story behind our new services.

It’s Here: Launching Two New Content Shop Services, Sales Copywriting & Social Media Video Packages

In Q4 of 2020, we asked ourselves, “How can we continue to make Express Writers stand out as a provider that matches the times?”

Besides sales copywriting, video was a format we couldn’t ignore any longer, along with persuasive, sales-focused copywriting that helps your landing pages earn that ROI you’re hoping for.

Here’s the backstory.

Social Media Videos & The Importance of Consistently Publishing Brand Video on Social

When it came to video, I’ve heard this question for years — “Julia, why don’t you offer video at Express Writers?”

Many of the people that asked were outsiders looking in. Peers, friends in my network.

They were right — video is hot.

But they weren’t right on the suggestion that we should just willy-nilly add it because it’s a “hot service.”

I didn’t take those outsiders’ advice. (And you shouldn’t either.)

If I did, it would have broken us. We were busy getting our core services right.

The reason I didn’t was because of two big, giant P’s we couldn’t answer well when it came to video.

People and process.

You need both before you can even consider offering a DFY (done-for-you) service that your clients will love.

People and process. ? You need both before you can even consider offering a done-for-you service that your clients will love. @JuliaEMcCoy on launching new #contentmarketing and #videoproduction services at @ExpWriters Click To Tweet

You need a smart team of people ready to provide the team service you’re selling, and you need a great process for creation and production.

I didn’t have either for video. We spent years getting our process for content writing together.

It was only when I met and partnered with the video producer behind all my own videos that I began to dream again about offering video services from Express Writers.

Here’s the gorgeous video our producer made to announce today’s launch of video production #meta. He’s mega talented. ⭐️


Over the months, we nailed down our process for our own marketing videos.

And it wasn’t easy.

My team or I would write and script (we’d spend a day or two just in the writing alone), and then my producer (now our on-staff video producer here at EW!) would spend another few days in the creation stage.

Then, we’d review, and there would be at least a few revisions for accuracy.

Days, hours, over a week for one solid video. And a ton of management and co-creation. More than I thought possible or necessary.

This is, of course, if you want to publish a video that won’t add to the sea out there, but will stand out.

My producer recently sent me his timeline of work in the program he uses, Apple Final Cut Pro X — this is just a few minutes of “video content in production,” for just one video we put together. It’s a bit crazy.

The more I went through this process 1:1 myself, experiencing the load of creating a script, putting it all together in copy, then pairing it with video production — and editing, revising, and tweaking to make sure we had something amazing to publish — I realized just how much time and trouble we could save our clients by putting together a beautiful promo video for them.

Handling the creative side. The copy, the imagery (visual and written). Then, the production and the managing of that production.

After years of working with my producer, in 2020 I decided to test the waters of creating external brand videos…

By having my producer do our first brand promo video for Express Writers in October.

It would be a model we could re-create and cement as a process for our clients. I would use our results as a case study.

What followed… shocked me.

The Video Heard Around the World (Okay, Maybe Not… But Close)

I gave my producer some B roll footage and photos from my speaking events, and then my writer and I went to work on a script.

We revised several times to get this final 30-second script beauty.

  • Scene 1: Brand + Logo “Your Content Creation Partner Expert”
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  • 3: Content for every format
  • 4: Consistent quality you can count on
  • 5: Led by a content marketing thought leader
  • 6: Sign up & start your content order today: expresswriters.com/content-shop

The purpose was simply to point clients to our services in a clear, memorable way. Our goal was a simple, but incredibly conversion-friendly, brand promo video to announce the launch of our new Content Shop in October of 2020. 

The final output was a :29 second promo video. The results astounded us.

On all platforms:

  • This promo video earned roughly 100x more results than our non-custom created video posts earn on Twitter and Facebook.
  • 9,000+ views and counting on Twitter as a pinned tweet
  • 500+ clicks/week in a $5/day retargeting ad on Facebook, sending multiple high-quality new leads to our site every week
  • A 100x social media visibility increase a normal, non-video post of ours

Our non-video posts on the other hand earn just a few views and if we’re lucky, 1-2 clicks. This is a huge increase.

Similar to all the other done-for-you client services we launch at Express Writers, we modeled our all new video production services from a content piece we tested ourselves for our own brand.

I talked to my producer, and convinced him to join Express Writers as our primary video producer and on-staff talent. It was good timing. He was experiencing losses on other platforms, and had respected and enjoyed our working relationship for a long time, enough to trust me into moving into our team immediately. We’re thrilled to have Cagri on board.

Cilara’s production skills will pair with our Content Manager and our talented writing and editorial team — because the power here truly IS in the team.

It takes a village to produce a great video. (Trust me. We’ve done it.)

Today, we’re confident as we package into a templated process and style a content format and creation that we know will help our clients’ brands get further mileage and visibility online.

Order your video production now.

After you fill out the detailed input form, we have our script writer craft a script and work with you to approve it. Then, our producer gets to work on animation and styles in production.

In our pre-packaged social media video production, you can get a DFY package that offers peace of mind:

  • An end package of a script, and, the three “recommended” fully-produced video format deliverables – a square video for Instagram feed uploading, Instagram story size, & YouTube /Twitter video resolution (1080p)
  • Insta Story can also double as a TikTok video
  • Or, request up to 3 specific format(s)

Sales Copywriting & Why You Need Killer Sales Copy

If your sales pages aren’t working, well… it’s time to rework. The sure way to do that? Stir up much more profitable action on your sales pages with conversion copywriting.

Without persuasive copy, your offer will fall flat. It’s a fact.

If you’re completely new to this, and asking what is conversion copywriting, here’s a quick summary.

Specifically, conversion copywriting is intentional copywriting to write and form a page that gets readers to take an action.

You need nothing less if you want an offer to convert.

For today’s launch, we have Copyhackers-trained writers that know what they’re doing ready to craft your copy. (I went to my top writers, and either encouraged them to take Joanna Wiebe’s courses or offered to help pay for it. Project Conversion Copywriting is a go! ✍️  )

Ready to invest in great sales pages that get your customers in the mood to buy? Check out our conversion copywriting services.

Before we launched it publicly, we did it ourselves internally — and not just for us, but for a few private clients, for a while. Here are a few successful sales pages my amazing team at Express Writers is responsible for.

Case Study of Our Conversion Copywriting Service Example #1: Mindprint Learning

Mindprint Learning wanted a sales page that would convince potential buyers to invest in their Mindprint Assessment. Our sales page follwed the classic PAS formula for conversion copywriting – Problem, Agitation, Solution, and spoke directly to their target market. Our client was very pleased with the end result.

Case Study of Our Conversion Copywriting Service Example #2: Make Great Light

Make Great Light, a company aiming to crush bad fluorescent lighting, had us write a sales page to help get a customer to pull the trigger on this unique product. Particularly, the conversion copywriting technique our writer used involved focused heavily on benefits over features.

Case Study of Our Conversion Copywriting Service Example #3: BB Glow Academy

BB Glow Academy offers training for beauty professionals, and in-person masterclasses. They needed a sales page that emphasized training and certification for the BB Glow face treatment. We spoke to their audience with a more information-heavy approach, to include details about online and in-person classes, kits, equipment, and products — while keeping it fun and easy to read.

Improved Sales Copy on Your Sales Pages = More Sales

Conversion copywriting isn’t something to play with. You need RESULTS.

I know that more than anyone. After almost a decade of running an online business, I now keep a few conversion copywriters on staff for my own launches (my courses and high-level content). Today, I rely on sales page copywriting from my team of writers at EW.

This sales page for my very own writing course is one example. We have had a conversion rate of 10% with cold traffic on this page. ?  ?

My team has helped me earn $100K from my own product launches. (Which are evergreen, never an open/close forced launch.)

I trust my own writers with the highest level of copywriting I publish… and now you can, too.

Get in on our powerful conversion copywriting and sales page copywriting services.

Ready? We’re Ready… To Make 2021 Your Best Year Yet

All of these new services are scientifically-backed to cause more conversions.

And we’ve worked our fingers off to create pipelines, processes, and put people in place to deliver above-expectations on our new services.

Ready to experience an increase in your bottom-line?

Grab one — or two! — of our new services. We promise, you will love these new offerings. ❤️

Take a look at our new services in the Content Shop. ? ?

To your success,

Express Writers’ Team

Real Estate Blog Writers: How to Write Helpful Content People Want to Read

Real Estate Blog Writers: How to Write Helpful Content People Want to Read

So, you want to start writing a real estate blog? That’s a great move for your practice and your brand.

According to Demand Metric, businesses with a blog generate 67 percent more leads and 97 percent more traffic. Imagine that many more interested buyers and sellers walking through your door every month.

Of course, writing a real estate blog isn’t your typical walk in the park. From questions around Google’s quality requirements to how to structure real estate blog content for the greatest impact, there’s a lot for you to consider.

Here’s a closer look at what all good real estate blog writers know, and how to create articles on real estate topics that people actually want to read.

Let’s go!

Writing a real estate blog isn’t easy. ?? From questions around Google’s quality requirements to how to structure real estate content for the greatest impact, there’s a lot to consider. Find out how to write for this tricky niche on @ExpWriters ✔ Click To Tweet

real estate blog writers

Your Blog Is Real Estate – Make It Valuable!

Ah – buying a home. For many people, it’s the ultimate accomplishment, the pinnacle of the American Dream. However, every truly great accomplishment is at first impossible… if not utterly overwhelming.

The decision to buy (and also to sell) a home comes with looots of questions attached. (The fact that there are over 50,000 titles on Amazon dedicated to advising first-time homebuyers stands as a testament to this.)

If you’re thinking about starting a real estate blog, you need to keep this in mind. With so many people blogging and writing books, what are you going to do to stand out from the crowd?

Your readers will come to you because they’ve got questions, confusion, and all manner of pain points.

But that’s good news, really. It means you’ve got your work cut out for you.

Your goal? To create a resource that’s as valuable as possible by being as helpful as possible.

Incidentally, helpfulness is one thing that Google looks for when determining SERPs. (The Search Evaluator Guidelines mention helpful content 19 times.)

real estate blog writers quote

Is a Real Estate Blog YMYL Content?

One more thing to consider before you start writing real estate blog articles is whether your real estate blog falls under the YMYL category.

YMYL stands for Your Money or Your Life. It’s Google’s shorthand for content that may impact a person’s health, wealth, happiness, or life quality. This content is subject to special quality rating requirements to ensure that only the absolute best content makes it high in the SERPs.

In Section 2.3, Google lists all categories that fall under YMYL. While most things are obvious – financial blogs, medical advice, etc. – real estate isn’t explicitly mentioned as a YMYL topic.

Nonetheless, the guidelines do note that “housing information” qualifies as YMYL when it may impact a person’s happiness or financial stability.

In other words, you may have some real estate blog articles that count as YMYL and others that don’t.

When in doubt, always ask yourself: can this information impact a reader’s health, wealth, happiness, or financial stability?

If you think the answer might be yes, make sure you’re serving up the very highest quality content for your readers to E-A-T.


Not every site needs to adhere to YMYL, but all content should strive to satisfy EAT.

Before writing real estate blogs, consider: Will your content fall under Google's YMYL category? ? This content is subject to special quality rating requirements so only the best content makes it high in the SERPs. ? Tread carefully. Click To Tweet

How to Write Real Estate Blog Articles That Inspire Confidence

Writing expert real estate copy takes a lot of skill. Not only do you need to know your industry and your local area, but you need to find a way to stand out from your competitors who may also be publishing blogs of their own.

Here are five things that you can do when writing real estate blog articles to help catch the eye of current and future home buyers or sellers.

1. The Problem-Solution Formula Shines with Real Estate Blogs

Few things in life inspire more questions than buying or selling a home. That’s great for writing a real estate blog because you’ll have no shortage of topic ideas.

Strive to make your blog as useful as possible by providing valuable content that answers questions or solves problems. To get started, I recommend spending some time brainstorming the most common questions or problems that your current and potential clients have.

Then, use the problem-solution or question-answer formula to structure the content of your posts. It looks like this:

real estate blog writers - PAS quote

2. Get Down with Local SEO for Real Estate Targeting

Ever walked by a bench at a bus stop and see an ad for a real estate agent? That agent likely works in that immediate neighborhood and knows it well.

Local SEO is the digital equivalent of that park bench. It lets you target a very specific area to attract clients who are looking at the neighborhoods you know and sell (or buy) within.

You can harness the power of local SEO through a number of different ways:

  • Create a Google My Business If you’ve got a formal office, create a Google My Business account, and get it listed.
  • Create content around local news stories. Did something newsworthy happen in your neighborhoods? Blog about it!
  • Optimize for “near me” searches. Include your location prominently on your site. That’ll help it bubble to the top when users do local searches.

Got SEO writing questions? Check out my 20+ page ebook, The SEO Content Writer’s Cheat Sheet, to brush up your skills. ?

3. Play Up Your Real Estate Blog Content Differentiation Factor

In my book Practical Content Strategy & Marketing, I introduce a concept known as the Content Differentiation Factor, or CDF. I define this as the thing – the perspective, angle, or unique voice – that helps your content stand out from your competition.

Your CDF is similar to your unique selling proposition (USP) and may even be linked. In fact, you might even find yourself asking similar questions when identifying your CDF. Ask yourself:

  • What can I say on this topic that no one else can?
  • What unique experiences do I have that inform my practice?
  • How can I deliver value to my current and potential customers based on my perspective?

Why is doing this so important? Because according to the National Association of Realtors, there are 1.3 million agents out there in the U.S. alone. If you don’t differentiate yourself, you’ll get lost quickly in the sea of your competitors.

CDF - content differentiation factor

How is your content house standing out from the competition?

How to write helpful, inspiring real estate blog content: Use a proven writing formula to structure your content, like PAS (Problem-Solution). ? Get down with local SEO. ? Make sure your perspective is unique. ? More tips this way ? Click To Tweet

4. Look for Knowledge Gaps in the Real Estate Blogs Already Out There

The prevalence of realtors and real estate agents means that readers will also have no dearth of options for blogs. Therefore, make sure you’re not simply rehashing what’s already out there.

Spend some time looking for topics or angles that haven’t been covered by other bloggers. That will let you create a truly valuable real estate blog that hooks readers and converts them. Do:

  • Perform competitive analyses on top ranking articles. Identify what they talk about and what they miss, then create a more comprehensive resource.
  • Use fresh examples and illustrations. Don’t reuse the same tired analogies over and over. Find new ways to say things or illustrate examples.
  • Draw on your firsthand experience. Demonstrated expertise is a powerful tool for proving you’re an expert in real estate.

5. Pay Extra Careful Attention to Quality

As noted above, a real estate blog very likely falls under the YMYL category. That means you’ll need to pay attention to all of the indicators that Google uses to identify high-quality YMYL pages.


  • Cite high-quality sources. Use Alexa’s Page Rank tool to identify prominent or credible domains. The lower the site rank, the larger and more authoritative the site.
  • Display your bio prominently. Make your professional presence clear and boost page transparency by identifying yourself.
  • Produce detailed, comprehensive content. Google refers often to content “satisfaction” in its evaluator guidelines. In short, did the content cover the topic fully? If so, you’ll earn a higher quality score.

Get Real Estate Blog Writers Who Know Your Turf

You know your turf like the back of your hand – your blog is the place to make that expertise shine. By producing unique, helpful real estate content chock full of insights your readers can’t find elsewhere, you’re creating a valuable resource that wins eyes and conversions.

I’ve covered quite a bit of the information that you need to get started writing a real estate blog. From questions around Google’s quality requirements to tips for creating thoughtful, engaging copy, you’re now prepared to go forth and demonstrate your expertise wherever your home turf may be.

Of course, expert real estate blog writers can also help. Check out our content shop to see what our real estate copywriters are able to offer you, or discover how an expert copywriter can create quality content for your unique niche.

Happy helping!

real estate blog writers