When to Hire a Content Marketing Team

Content Marketing

You’re finally running the business of your dreams. You love your products, you love your customers, and you love your job, but there’s one issue: you want to be content marketing, but you’re so busy running the business you don’t know where to start.

While deciding on the best practice in this arena is a highly individual process, there are some general guidelines you can follow to help clarify the next step.

When Is Content Marketing A Good Investment?

Before we talk about whether you should keep content production in-house or hire a team, we should consider if it is a smart use of money and time.

Content marketing can be great for businesses that has a solution for a problem of which people aren’t aware. If you have devised a great niche product or service, content marketing can spread the word in a way that doesn’t feel pushy or insistent. Your potential customers will have the opportunity to feel as though purchasing from you is there idea.

This is a fantastic strategy seeing how social media doesn’t seem to radically change people’s minds if used argumentatively. By approaching a situation with a more neutral information-oriented strategy, you can get your customers on board of their own accord.

The final thing to consider when deciding if content marketing makes sense for your company is your goal for the campaign. As stated earlier, content is more of a long-term strategy. It can definitely bring in new customers, but its real strength lies in its ability to help you retain customer loyalty through consistent dialogue.

Traditional ads may be a better move for a brand-new business with little previous exposure. Transitioning to a more integrative strategy may make sense as time passes, but if the goal is to maximize views on a small budget, content marketing may not be the best choice.

When Should You Hire a Content Marketing Team?

If you are a business that has decided to start content marketing, you have a decision to make: do you delegate employees to content creation, or do you hire a marketing team?

One of the most important factors to consider in this decision-making process is the size of your company. Do you have employees to spare? Can you delegate a large amount of time for content research and creation? Good content is not a rush job, and you should prioritize quality over quantity. If this is untenable with your current roster, hiring out may be a good idea.

The second major consideration is your level of expertise in-house. If you have a dedicated marketing department, there is a good chance you already have employees capable of creating high-quality content.

If you’re whole work-force consists of people specializing in production, you should seriously consider hiring someone who excels at content creation. Keep in mind that blogging and content writing are different, and just because someone can write a blog post doesn’t mean they can handle all your content marketing.

The Takeaway:

Content creation is an investment. You need to decide if this is a good time to invest for your business. While there is no one-size-fits-all answer, you are probably going to see better returns if:

  • Your company is already somewhat established
  • You are looking for long term customer retainment
  • You have someone in-house who can dedicate a lot of time to content creation
  • You are willing to hire a dedicated, knowledgeable content marketing team

If this sounds like you, then now might be the perfect time to invest.

Why Should You Try Remote Work?

remote work

Working from home is fantastic

I am currently writing this article from my bedside. While it might seem like this is a recipe for a productivity disaster, the reality is that remote work can actually be hugely beneficial to your health, creativity, and ability to grind out projects. Sound too good to be true? Don’t take my word for it, let’s explore the reasons why working from home may be the best decision you can make.

Remote work radically reduces stress

It’s no secret that stress is horrible. Not only can stress lead to health problems like cardiovascular disease and cancer, but it also wreaks havoc on your mental health. Being stressed out can make you feel scattered, overwhelmed, and incapable of completing important tasks like organizing your social media, let alone thriving in your business.

As such, it is incredibly helpful if you can find a way to reduce your stress while working. This is where remote work can really help you out. Working from home allows you to be autonomous, control your pace, and surround yourself with a friendly and relaxing environment. These things alone can radically reduce stress levels, allowing you to focus on the work at hand rather than the deadlines or higher-ups waiting on you.

In addition, remote work removes the need to commute. While this may sound like a minor convenience, it has been shown that long commutes negatively affect your health in a number of pretty scary ways. Staying home and working from bed may literally help you live longer, and you’ll probably get more done too. Talk about a win-win.

Remote work allows introverts to thrive

OK, so clearly working from home can be great for your health and stress levels, but the benefits don’t stop there. Remote work can also boost your creativity. The reason for this boost in creativity is simple: when you work remotely, you can manipulate your schedule and environment to ensure that you feel inspired.

Working in an office with a set schedule may be great for some, but for many of us, it can feel suffocating. This is especially true of the introverts.

In Susan Cain’s book Quiet, she explains that we live in a society with an extrovert ideal. This means that many workplaces and companies have adopted the attitude that socialization, group work, and constant interaction will allow everyone to thrive. This simply isn’t the case.

As Cain explains, the difference between introverts and extroverts boils down to differences in sensitivity to stimulus. Extroverts can handle lots of stimulation, while introverts give more attention to each detail, causing them to burn out quicker. Because of this, introverts may have a ton more energy and focus in a familiar and safe environment, where the only new stimulus is the work at hand.

Takes one to know one

This rings true for me. I am an extremely introverted person, and for much of my life, I was conditioned to consider this a negative thing. I tried for years to embrace the work culture of constant interaction, lots of conversation, and socialization during breaks, and I wound up underperforming and feeling stressed all the time. I thought I was just lazy or flawed in some way, but it turns out I just needed a different work environment.

Working remotely changed my life. Now that I have the autonomy to stay at home when I need to, I am able to work on things with more focus and endurance than I ever thought possible. While it may have taken me a while to accept my introversion, now that I have, I can tailor my work schedule to ensure that I feel my most creative and relaxed. Remote work has allowed me to create a schedule that plays to my strengths, and I can’t begin to explain how much my quality of life has improved from this (not to mention my ability to write blog posts, focus on important tasks, manage my time, etc).

If you’re an introvert like me who has been trying to force yourself to be extraverted, you’re not doing anyone any favors. Your stress levels are probably high, and you’re probably not doing your best work while constantly being forced to socialize. Do everyone a favor and try remote work. Your health, your boss, and your brain will thank you.



SEO Writing – Helping Search Engines See Your SEO Content

SEO Writing for Search Engines with Killer SEO Content

We’re coming to the end of the year, which is going to be chaos in motion for most business owners; however, nobody wants to repeat their mistakes, especially with business. Taking a closer look at what you’ve done for SEO content and what’s worked in the past for search engines will help you press on successfully into 2019. You can also try some new things by researching content marketing and SEO writing.

Here are some tips we’ve learned along the way about writing for SEO.

What You Know About SEO Writing Is Outdated

Oh, did you see that flash? That’s all the technology you had yesterday outpacing your sleep-wake cycle.  Everything changes so quickly, it’s hard to keep up, and SEO is no different.

First, a lot of what you know now is outdated. In fact, what you know about writing SEO content could result in being penalized by the search engines. That’s certainly not the result you were looking for, is it?! While you can outsource your SEO writing, you want to be sure the SEO agency you hire is up-to-date on the most valid algorithm changes and best practice guidelines.

Hiring a Great SEO Agency

One way to check if the SEO agency you’re looking to work with is any good is to read their blog, website, and social media posts. There should be ample content in all spots.  Do they have a Google, Bing, and Yahoo listing?  How are their reviews?  Are they on Yelp and other recognizable websites?

SEO is a $72 billion industry, but there are a lot of tricksters out there!  Do your due diligence and research the agency before signing any agreements or paying them any money.  Ask for case studies, get professional references, digitally stalk them (in a non-creepy way).  Do what you can to learn who they are behind-the-scenes.

We write regularly on many topics in marketing, and SEO is one of our favorite acts.  We have several testimonials, and our content marketing services have helped both local and national businesses grow in traffic, lead generation, and sales.

Content marketing is an umbrella for devising a plan that best reaches your audience using SEO and other methods proven to make visitors feel comfortable with buying from you.

What Not To Do With SEO Content

Clearly, times have changed. When I talk about SEO with new clients, there’s always someone in the room that goes “UGH!”  What seemed right about SEO writing at the turn of the century is not viable now. Some outdated SEO practitioners are still using tricks that hurt you in the long run.

To give an example, there’s a practice called “keyword stuffing,” which makes you look like a fake spammer.  There’s no personality or logic to the writing. You end up overwhelming readers with keywords on the page, sometimes even using tons of variants of a word, to increase relevance in search engines. But, search engines are more sophisticated now.

Things are only going to continue to change as artificial intelligence becomes more refined and intuitive.  I don’t think we’re looking at a Robot apocalypse, but we are looking at some pretty sophisticated technology when it comes to search engines.  Be sure to ask a lot of questions about how this potential SEO agency handles SEO content and how they plan to get you higher in search rankings.

If you don’t understand what they’re saying, they’re not the right fit.

What You Should Do With SEO Writing

“Content is King” has taken a new stance in the SEO writing world. Now, content is looked at based on relevance and quality, not how keyword-rich it is. Keywords must be strategically placed and are still important, but how well an article answers a consumer’s question, or search query, is more important.

Here are a few measures you can take as you write for SEO:

  • Put keywords logically in your image Alt tag. Google images get quite a bit of search traffic.
  • Use words for related topics to your primary keywords, like mentioning a specific neighborhood associated with your city.
  • Meet multiple user intentions when they search for your keyword. This means mixing visuals with lists, for example.
  • Do reverse searching, meaning search for your keywords and see what comes up as relevant in the search engines. Follow suit.
  • Use headlines and title tags that sway a user to click your page first. Be compelling!
  • Most importantly, write quality content, include your keywords, do the on-page SEO and you have a formula for your SEO content.

This is, by no means, an exhaustive list, but it will go a long way to helping you understand just how intricate the process can be. That’s why we want to be your SEO Agency – we know what we’re doing, and we genuinely want to help. The helm is driven by knowledge, experience and research. Moreover, we want you to be informed so you can test the waters wherever you go for help with your SEO writing.

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What is Adaptive Content and How Can I Use It?


We’ve all heard that “content is king.” But, what is content without marketing? Hence, our focus on content marketing as its own service. With this aspect of marketing comes many buzzwords, one of which is “adaptive content.” This buzzword is essential for any digital marketing campaign as it refers to a multi-faceted strategy that can change the results of your marketing campaign with diligent effort.

Understanding The Basic Definition Of Adaptive Content

The key to understanding adaptive content is embracing the effects of change. Content that automatically adapts to circumstances and mediums is considered adaptive. It delivers a personalized experience that makes content marketing more effective overall. It is the heart of any digital marketing campaign because it flexes to meet user needs.

Why Is Adaptive Content Considered Flexible?

Think of how many different devices you use in a single day. Cell phones, tablets, computers, smart TVs… all these display content in a different format. The perspective of the user is flexible just as the size and shape of the screen are changeable. This means content delivery must be just as flexible to convey the best display.

It’s flexible because its delivery is only one piece of the puzzle. Not only must it flex to fit your brand design, but it must also flexibly speak to the audience. This refers to tailoring content to match your audience, not just the device they’re using. In other words, the future of adaptive content is content marketing to the extreme.

Breaking Down Content Marketing So It’s Adaptive

Content Marketing is about reiterating your brand image across the web so that it’s not only consistent, but accessible. Making your content adaptive requires three things:

  1. Desirability
  2. Viewability
  3. Quality

To be desirable is the first goal because content has a lot of competition. It must stand out from the crowd as a unique yet popular offering. Viewability refers to giving them readable content on multiple devices. And, well, quality speaks for itself. Without quality, your readers just won’t come back.

Integrating Adaptive Content Into A Digital Marketing Campaign

Content that is adaptable not only speaks to a consumer in its substantive state, but also in its words. This means that content changes in two ways: how it’s displayed and what is displayed. The ultimate goal of adaptable content is to make sure it speaks directly to your consumers in a personalized manner. So, how do you integrate adaptive content into a digital marketing campaign? It’s not simple, it requires a marketing firm that understands the intricacies of all aspects of digital marketing.

We say this because digital marketing is also multi-faceted. Adaptive content is just one aspect of that realm with which we must keep up. There’s also search engine marketing such as PPC, social media content distribution, and blog development.

Are You Making It Or Breaking It With Adaptive Content?

The only way to truly make adaptive content work for your business is to consider all the aspects of the equation. It involves looking at the type of device, the context in which it is being used, and the audience you are catering to. You can deliver content all day, but if it isn’t readable in all circumstances, then you are breaking the connection with your visitor.

This break can only be resolved by employing the digital marketing services of a professional agency skilled in all aspects of the adaptive content equation. This means they know search engine optimization strategies, the technical side of delivering on multiple devices, how to create and reuse content to your advantage, and the essentials of a positive user experience.

What is a Buyer Persona? Your Favorite Imaginary Friend

Create a Buyer Persona

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Effective buyer personas help you get in touch with your ideal customers. Also called marketing personas, these imaginary friends help you learn about the types of patrons your business can cater to best. Understanding the character traits of your prospective and existing customers empowers you to optimize your marketing strategy.

Fear not, though! Creating an effective buyer persona isn’t like walking the tightrope! It’s not a main attraction.  It’s more like being the ticket master – meeting and selling to the audience.  Let’s break down the buyer persona process and throw in a little marketing know-how too!

What is a Buyer Persona?

Your marketing strategy is (or should be) based on how to please your customers. To do this, you need to communicate with them and build trust without actively promoting your business. People don’t want to be sold to and struck with sudden bouts of irrational fear (FOMO).

Those pushy tactics are too aggressive for modern consumers.  Instead, woo them by giving them what they keep telling you they want and need! Usually, what they need is something useful, and what they want is something wildly entertaining.

Buyer personas play a big part in successful digital marketing techniques that focus on attracting and retaining the right audience.  Since inbound marketing costs about 62% less per lead than traditional marketing and sales techniques, it’s no wonder these methods are becoming more popular.

Therefore, focus your marketing budget on providing value to your customers through deals, freebies, and knowledge.  Give them meaningful and entertaining content that engages them and makes them feel good about dealing with you.  Show you care by continually asking questions and keeping your buyer personas updated.

How to Develop a Buyer Persona

To optimize your content marketing, you need to have a detailed representation of who your customers are, what they need, and what you can provide them.

Developing different buyer personas will help you identify what kind of content your target audience(s) would like to see.  There are a few places to source the kind of information.

Google Analytics

Google Analytics allows you to see where visitors are going and what parts of your website they’re interacting with, along with a lot of other information about their demographics and search behaviors.  GA is robust and sounds complicated when you talk to people who use it; however, a hands-on approach using the Google Academy is the best way to learn.

NOTE:  Google Analytics is essential to your online success!  If you don’t have it installed, and you don’t have access to it, then speak to your webmaster immediately.  This is the best way to track and measure your efforts, and it’s one of the best tools to have for analyzing your visitors.  If you want to grow a business online, you must be able to analyze the data.

Customer Surveys

Don’t be afraid to talk to your customers and users.  Use surveys to help you answer questions about your ideal customer’s personality, goals, and needs. Try to understand what makes your customers tick.

These surveys can be used to target pain-point questions like:

  • What is your idea of superior customer service?
  • What activities frustrate you or stress you out?
  • What’s #1 on your bucket list?
  • What makes you angry?
  • What is the least favorite element of your job?
  • What accomplishments make you proud?

Market Research Data

Another excellent way to gain understanding and develop strong buyer personas is to use available market research data. Read up on the stats linked to your industry, and spy on your competition.  Use online tools and review stocks to get a feel for how your competition is holding up.  Who are they selling to, and what can those customers get from you that they can’t get from them?

Then, combine that knowledge with the insights you gain from surveys and analytics to develop a few killer personas that will allow you to better target your content on the website, social media pages, as well as in your store.

Depending on your business, you might need several different buyer personas, each based on unique demographic considerations. However, before you can develop several, you must develop one!

So, take your time and do the best you can to bring the first one to life. Trust me, it’s okay to stumble on this a bit.  Building characters is tricky business.  Though fictional, they do whatever they want and react in ways you, the writer, could never have expected. Be prepared to adapt and modify.

Buyer Personas in Marketing

When you care about your customers, you want to know them. You want to understand what makes them happy.  It feels good to give it to them, doesn’t it? It makes you grow not only as a business, but as a person.  You do your brand a great service by personalizing your communications with detailed buyer personas, so don’t toss this one on the backburner.

Well-defined buyer personas provide an excellent, although imaginary foundation on which to base your content marketing and inbound marketing strategies. They help you know where to best focus your time, product development, and marketing strategy to optimize your business’s success.

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6 Content Marketing Tips for Small Businesses


Smart content marketing tips like those in this post can help you stay ahead of your competition and increase the profitability of your small business. Publishing targeted, informative, and entertaining content should be one of the key elements of your overall digital marketing strategy.

All forms of digital marketing require high-quality, relevant content. This includes SEO articles and blog posts (like this one), YouTube video descriptions, captions for Instagram pics, the meta-tags in your website code, social media posts, and much more.

This article looks at some low-cost content marketing tips that you can use to improve your Google ranking, generate fresh leads, build trust with potential and active customers, and increase your short- and long-term advertising ROI.

6 Content Marketing Tips for Small Businesses

To keep visitors coming back to your website, you need to provide them with more than subpar content that’s been thrown together unprofessionally. Remember that they are turning to your business as a source of quality and accurate information that provides answers to some of the questions they have. Here’s how to give ‘em what they’re looking for!

Tip 1: Approach Content Writing with Storytelling in Mind

Your visitors need more than just factual answers to questions. They need entertainment and an emotional connection. Storytelling can give them that connection, entertain and educate them at the same time, and build their trust in your business as an industry authority that cares.

So, the first content marketing tip is to embrace the art of storytelling. Take your visitors on a journey into the imagination as you give them the information they seek. Make it fun for them or make them laugh. Laughter feels good, and making people feel good is what you should be focusing on.  Honestly, my personal motto is to occasionally make you laugh so hard you pee a little.

Tip 2: Be the Expert

If you want to provide the best information for your customers, then you need to become an expert in your industry. Don’t try to fake it. Stay on top of the latest developments. Become the source of authoritative information that you want your visitors to perceive you as.

Even if you don’t want to give away a bunch of free information, you should be broadcasting the fact that you know your stuff.  I wouldn’t hire a roofer without some sort of validation that he/she is good at what they do (and offers the products I want).  You can do this with blogging, vlogging, social campaigns, or portfolio pieces and case studies.

Remember the old school adage for math?  Show your work, so highlight testimonials, case studies, images of your work, etc.

Tip 3: Know Your Audience

This one’s fun, right?  It’s like people-watching at the mall.  To optimize the effectiveness of your content marketing efforts, you must know definitively who you’re marketing to. Research and define your demographic targets. Base your content creation of the things that matter most to your targeted audience.

Create a comprehensive buyer persona or profile for at least three different customers.  Include things like:

  • Name (make it personal to build your bond with this kind of customer)
  • Age
  • Gender
  • Country/state
  • Ethnicity
  • Education
  • Work position
  • Family (Married? Children?)
  • Charities
  • Hobbies

Think about your ideal customer.  Who’s your favorite of them all? If you’re still unsure, try customer surveys, participating in social groups, and reviewing your competitor social profiles.

Tip 4: Cater to the Needs of Your Readers

Once you define your demographics, then it’s time to understand them as deeply as you can. The better you understand what they want and why they want it, the better you’ll be able to give it to them. To give the best answers and solutions, you must truly care about what they are asking you, so listen actively.

Tip 5: Develop Your SEO Skills

SEO (search engine optimization) is the science/art of creating evergreen content that meets the needs of a targeted audience. SEO experts know how to please the Google gods that determine how well content places in organic search engine results for selected keyword phrases. Better organic rankings mean more cost-free, targeted leads for your business.

Tip 6: Grow Your Company Blog

Niche-specific blogging is one of the best ways to increase your industry authority, customer trust, organic search engine rankings, and overall ROI. Do not overlook the power of the blog! Your digital marketing strategy cannot be complete in today’s online space without including blog resources.

If you’re working on crafting SEO blog content yourself instead of hiring a writer, then check out Your Imprint’s free blogging template! It can help you to save time, stay organized, beat deadlines, and maximize productivity.

The content marketing tips above can help you streamline your productivity and establish your online company as an authority in your industry. Content marketing is one of the most important elements of a comprehensive digital marketing strategy.

Increase customer loyalty by telling captivating stories that educate and entertain!


WordStream – 22 Low-Budget Marketing Ideas For Small Businesses
Nationwide – Content Marketing
Wikipedia – Storytelling

Attract and Delight Customers with a Content Marketing Plan


[vc_row][vc_column][vc_column_text css=”.vc_custom_1533664399016{margin-bottom: 0px !important;}”]A content marketing plan is one of the most cost-effective ways to help potential customers find your website. But that’s only half the battle. Once you get them there, you need to provide high-quality, relevant information that answers their questions and keeps them engaged with your brand.

What is Content Marketing?

It’s the behind-the-scenes script. A content marketing plan is a strategic approach for providing valuable, reader-friendly information to a targeted audience who’s expecting something. Fresh, compelling content keeps them coming back to your website and spending more time on each visit.

Everything is content and can involve things like:

  • Article writing
  • Business blogging
  • Podcasts
  • Webinars
  • Videos
  • Free reports
  • eBooks
  • Whitepapers
  • Social media posts

Regardless of the form, the content you put out needs to be high-quality, easy to read, helpful, and most of all, entertaining.

People turn to Google for information. Google’s goal is to provide the freshest and most relevant answers to its users’ questions. If you publish relevant, accurate content, then Google will notice, and subsequently, award it higher organic search engine results.

High-quality and compelling content is more likely to be shared. They will send it to their contacts on Facebook, Twitter, YouTube, LinkedIn, Instagram, and other popular social networking platforms. News and deals travel fast in the social realm, so make sure it’s good news and the best deals.

Content Marketing Plan Implementation

Implementing a Content Marketing Plan helps businesses:

  • Improve organic Google search engine results (SEO is the broadcaster!)
  • Increase the number of targeted people that visit your website
  • Help visitors arrive at your site with presold mindsets
  • Decrease the amount of money you fork out for lead generation
  • Increase your industry authority
  • Get free referral traffic to your website
  • Increase your fan base on social media platforms
  • Improve brand recognition
  • Make it easier to turn new prospects into actionable customers
  • Build better relationships with your customers

You have probably heard or read that Content is King. Some don’t agree, but in our experience, this has been, still is, and will continue to be TRUE! In fact, it would be all but impossible to achieve any degree of online (or offline) success without a compelling story, which is told through content.

You can’t get on a stage without a microphone. Websites, social pages, branding, SEO, and content marketing plans all play a role in directing and managing your brand show.

That means that the content you publish needs to be targeted, well-written, personable, and informative. But, most importantly, content needs to be entertaining. You have a lot of competition out there, and content marketing will help you find a way to stand out.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”3/4″][vc_column_text css=”.vc_custom_1533664392188{margin-bottom: 0px !important;}”]

Content Marketing Plan Checklist

Here are the key elements to a stellar content marketing strategy.

1) Define Your Audience

You won’t do very well developing targeted content for your customers if you don’t know who they are, or you assume too much. You must identify your target audience, and then make it your business to understand what they need, what they’re looking for, and what you can provide.

However, remember that you’re not the customer and your audience may be different from what you expected. Keep an eye on your sales and most profitable leads. Who’s buying from you? Be ready to modify this audience persona regularly. They change their behaviors and attitudes as often as a teenager.

2) Research Your Competition

That’s right. Be a spy. Check out the type of content your competitors are publishing on their websites and social media pages. Are they doing ads? What kinds are working for them? SpyFu is an incredible tool that will help you with research! Ask yourself how you can do a better job of providing what your customers need.

3) SEO (Search Engine Optimization)

It’s the Golden Snitch of the digital marketing world. Catch it, and you’ll likely win the game. Search engine optimization is a core element of any successful content marketing plan. Knowing how to please your customers without irritating the search engines is the name of the game.

SEO experts know how to craft content that answers relevant questions which boost them to the top rankings in Google, Bing, and other search engines. A good content marketing plan decreases advertising costs and increases ROI. If you want to develop high-performing content, we can help you build and implement your content and SEO strategies.


Sprout Social – 17 Tips for Creating a Content Marketing Plan
BDC – 10 tips for attracting customers with great online content
Bidsketch – 10 Ways to Attract More Clients with Content Marketing
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Bonus Tip

Don’t underestimate your customers. They’re savvy, sometimes fickle, and they do their research. Be honest with them and don’t try to hard-sell them. Provide them with information and make them feel appreciated and heard. Ask them questions and learn from them.[/vc_column_text][/vc_column][/vc_row]

What Is Content Writing? Is it Different from Blogging?


Content writing is an umbrella term for a versatile and well-rounded magician.  All writing – creative, website, blogging, copywriting, etc. – requires a vivid imagination and a willingness to forego the ride to Normality.

What Content Writing is All About

A content writer creates written materials for the internet, especially for websites designed to sell or promote products or services.  Everything you interact with on the web is content, and most businesses and entrepreneurs have a story written and shown with content; therefore, a content writer must be able to meet the demands of a digital audience – a good chunk of which is still familiar with analog technology and traditional values.

Content writing means you must be able to connect with an audience. The most effective campaigns use content writing to entertain and delight the audience, while using copywriting to sell to them.  In most marketing departments, content writing is part of content marketing, which is a strategy that focuses on creating materials that engage, entice, and delight the audience to keep them on the site or page for longer. Content writing lends “stickability” to a brand.

A content writer is the mouthpiece of a brand or business.  She or he understands the Buyer’s journey and can relate to each buyer in a way that makes the customer experience more personal and attractive.

Qualities of Good Content Writing

Anyone who claims to be a content writer must be able to write. I know it sounds simple, but it’s a lot harder than it sounds.  Writers understand that you can’t just jot something down and have an instant masterpiece that goes viral immediately.

In fact, only 20% of visitors read your copy.  Don’t take it personally. We’re a distracted folk.

Content writing takes planning, research, and several rounds of editing.  A content writer should be able to appeal to multiple audiences and have a good understanding of how to write a story with a plot, characters, scenery, climax, etc.  Every brand story needs a script, and every show needs a director.

While content writing plays a big role in website design and content marketing, it’s a specialty in the communications industry and can be a sustainable business on its own; however, many businesses need a team for content development, so writers should partner with marketing teams to reap the benefits of additional resources and opportunities for career growth.

Is Blogging Different from Content Writing?

Yes, without a doubt. Most content writers can blog, but many bloggers can’t write other content.  Blogs have a specific tone, and content writing requires working in a variety of formats, writing styles, and platforms.

Blogging is usually informative, while content writing is often heavier in sales (copywriting), SEO, storytelling, public relations, and social media management.

The biggest difference between blogging and content writing is where the materials go. Content writers usually write for websites, advertisements, and social media. Their wizardry can be enjoyed anywhere from your local billboards to international websites, from e-mails to snail mail offers.

Bloggers are the ringmasters of informational content, which go onto weblogs (shortened to ‘blog’ in 1999). Businesses are now learning that blogs are essential to their digital success.  Business blogs help Google and other search engines find the website.

SEO Content Writing and Digital Marketing

Content writing involves a lot of SEO and research.  Learning how to do keyword and market research gives content that extra boost of originality and that helps with ranking; however, SEO isn’t just about content.  There are dozens of ranking factors, and ranking well is one of the most sought-after goals in business.  SEO is about relevance, linking (and backlinking), speed, performance, engagement, and many, many other factors.

Content writing is the voice of your brand.  It’s the personality, so the writing should be grammatically correct, entertaining, and targeted to each phase of the buyer’s journey.

If you need help with content writing, tell us about your project or website, and we’ll tell you how to get a content plan in place.

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Writing Your Own Content? You’re Probably Doing it Wrong


Let me be blunt: Just because you can craft a well-worded email or a business plan, that doesn’t mean you should write web, social, blog, and ad content.

Here’s why.

You Have An Internal Perspective

You may shop, feel, and look like your customers, but when it comes to marketing, you’re too biased to be the customer. You will always see things through the personal lens of someone who loves your product/service and wants to sell it.

It’s tempting to believe that writing your own content, starting a social media page, and actively blogging will lead to success, but this is a wildly misguided view.  You’re missing the key psychological and behavioral components of buyer behavior.

Also, we have a highly charged political and social climate right now, so you must be aware of and sensitive to these issues.  You need a skilled communicator to do this.  At the very least, you need an experienced sounding board before writing content directed at these audiences.

Headlines, Grammar, Spelling, and Word Counts Matter… A Lot

Instead of droning on about how much these things matter, here are some statistics to consider when writing your own content for a website, post, social page, or other sales material:

  • Three-quarters (74%) of online consumers are looking at your grammar, sentence structure, and spelling.
  • More than half (59%) will not do business with a company who has a lot of spelling and grammar mistakes in their copy.
  • Visitors will only read about 20% of your content, so it needs to be short and sweet with plenty of arrows pointing to a call to action (add to bag, contact, get a quote, etc.).
  • Put your best foot forward, because most visitors read in an F-shaped pattern, which means they won’t even see a lot of your copy unless it’s engaging.

Market Yourself Like A Brand Boss

Marketing is all about your communications.  Writing website copy, ad materials, social media posts, and blogging should never be taken lightly.  You don’t want to do too much, too little, too specific, or too vague. You need to be clever in the wording and understanding in the tone.  This is your brand’s personality.

Unfortunately, writing is a skill that has tragically fallen to the whims of socially acceptable mediocrity.  Don’t fall into that trap. You’ll stand out more with content from a team of writing magicians who have spent years perfecting the art.

writing-marketingFurther, this is an increasingly distracted culture with an ever-flowing flood of information pouring into our minds daily.  It’s overwhelming, so consistency will always reign supreme.

Branding is the key to consistency, and it’s a specialized field, performed by people who follow the rules of disruptive marketing and watch buyer behaviors very closely.  Brand consistency includes:

  • Colors
  • Fonts
  • Tone
  • Topics
  • Imagery

And those are just some of the obvious branding elements.  Some of the not-so-obvious ones include:

  • Image positioning and angles
  • Line spacing
  • Page formats
  • Gradients
  • Shapes
  • Quote/call-out fonts and layout
  • Anything that symbolically relates to your brand

The Bottom Line

It’s tempting to try to save money by designing and writing your own content materials, but that may do you more harm than good (and cost you way more to fix in the long run).  Just think, the time you’re spending trying to come up with copy for your homepage or a brochure could be spent more productively by doing what you should be doing – running your business.

All markets have been disrupted by drastic changes in technology, expanding social media platforms, and the infinite functionality of the Internet.  Embrace the disruption by working with a team you can trust.


I now introduce Your Imprint Marketing Studio.  We’re the “masters of ceremony” who know branding.  We can put on a show, and we’ll teach you how to manage pieces of your marketing that will save you money.  Let’s talk about your campaigns and see if what we can do will work for you.

Blogger: Job Role, Responsibilities, and Pay

Blog Writing

This is the fifth post in a series about digital marketing jobs. Keep your eye on our blog or our social media channels as we add more careers in the coming weeks.  Read more about social mediadigital marketing, content writer, and graphic design jobs

Blogging typically falls under the duties of other marketing jobs. For example, a content writer will often create lots of written content, including blogs. However, some companies choose to have professional bloggers manage their corporate blog. Some bloggers even make a living off of their own personal blog, while others are freelancers who write for a variety of different blogs.

Job Role

Believe it or not, blogging is not just about writing blogs and posting to the internet. Good bloggers pitch ideas, create an editorial calendar, write and edit, add SEO, promote their blog, and interact with their audience.

To be successful, bloggers need to understand their blog’s topic and their audience thoroughly. In fact, many bloggers find that establishing themselves as experts in their field makes their audience excited to read their posts. To do this, the blogger should actually be an expert in their field.

Finally, bloggers need to be organized and reliable. Because many of them work from home, they must keep track of their own schedule and make their ideas happen.

Job Responsibilities 

A blogger’s responsibilities will vary depending on the type of blog they manage. However, some responsibilities that you should expect include the following:

  • Edit your own work with impeccable spelling and grammar.
  • Write in a way that appeals to your audience.
  • Promote your blog on social media and engage with your audience on social media channels.
  • Research every topic, writing structure, and audience group.
  • Manage your own calendar and submit tasks on time.
  • Work with clients to adjust writing as needed.
  • Create additional content (like photos, videos, or podcasts) to supplement the written content.
  • Use basic editing and website software, including Google Drive, WordPress, and others.
  • Be aware of keyword placement and SEO practices.
  • Learn basic HTML.

What about pay? 

Nailing down the average salary for a blogger is tricky because of all the different types of blogging. For example, freelance bloggers make money per blog post, and salary bloggers earn a set amount. Many personal bloggers make money through Google Ads on their site, sponsorships from large companies, or products that they sell from their site. For example, the cooking blog Minimalist Baker sells a food photography course from its site.
Because of this, Glassdoor gives a wide salary range for bloggers. They say bloggers make anywhere from $19,000 to $55,000 with an average salary of $30,ooo.

Do you need blogging help? We are ready to help. Learn more here

The YourImprint team is full of knowledge about how to succeed in digital marketing, and we are eager to help aspiring marketers! Learn more about the field on our blog or view some real-life design pieces in our portfolio.


Every blog needs to be organized. This template will help!