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Things to consider when writing an article

Where to publish your articles

Articles can be published on your own blog or on informational pages on your main site. You can also offer them as guest publications on other sites or publish them to article syndication sites for SEO.

Images and media

The best articles are a combination of text and photographs, infographics, videos and other media to illustrate the points made in the copy. Images also are great for drawing attention and sharing on social media.

Publicizing your content

If nobody knows when you publish an article, you’ll be severely limiting your reach and marketing opportunities. Take full advantage of social media to let your followers know when you post new articles and include sharing buttons on the article itself.

How it works?

Get your content
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Content is writing for your business, usually informative, such as blog posts or white papers. 
Content writing aims most often to:
nurture leads until they’re ready to buy
convert leads ready to buy

Content keeps up top-of-mind and informs readers why they need your solution. This isn’t the time to pitch your company specifically, but rather to support what you offer. 
Websites require optimized original content to attract inbound traffic. Meta descriptions, targeted keywords, subheads, and page headers are just some of the SEO fundamentals required to gain organic traffic.  
Copy vs. Content
These two terms are confusing and often interchangeable, so let’s set the record straight. Content nurtures leads. Copy converts leads. Once you start selling with words, you’re entering the world of copywriting. 

Content is long, and copy is short. That doesn’t mean there aren’t long sales pages and brief blog posts, but on the whole, they are separate ends of the marketing writing spectrum. 

Copy: Web pages, emails, social media posts.
Content: White papers, blog posts, articles, case studies.

The Role of Design
Good content is a partnership between design and copy. Well-written blog posts and landing pages can lead to bounced visitors if a good user experience isn’t the end result. Make sure your web developer refines your site with the best practices, such as responsive mobile design (how many users see websites now). 

This is not to say that 10-star design can save bad content. Just like a movie requires good writing even when it has great actors, design is still window-dressing compared to writing.

People love stories. They love drama, gossip, downfalls, getting their heartstrings pulled. 
Take one example: LinkedIn content today. It’s tempting to say that their posts are short-form marketing, but they’ve become longer and now get the most traction when framed around detailed, dramatic stories, ideally of a personal nature (such as a house burning down, or a loved one passing). 
Content marketing allows you to share your brand story in ways that boost engagement repeatedly.
Stories maintain interest: Most business owners have experienced site visitors bouncing, and that’s because they get bored. Bouncing = boredom.


  1. SEO
    Everyone has heard of search engine optimization and understands plugging keywords into copy. However, actually getting into the top few results on Google organically is difficult. It takes time, dedication and consistency. 
    First, you need to develop a content marketing strategy and schedule. This will allow you to stay on track and avoid running out of content ideas.
    Do something new: Even if it’s just a new spin on an old article idea, do something to make each piece of content you create fresh and engaging.
    Dig through comments: When your content ideas slow down, no matter the platform, your audience is always the answer to more content. This is the number one reason why you should stay engaged with your audience. Through your conversations, topic ideas naturally arise, so you won’t run out of ideas if you stay connected.

2) PPC Ads
Ads are copy technically because they are short-form content, but they should be considered an extension of your content. Why?
Because guaranteed immediate traffic only comes from ads. That means that the ads you write impact the content visitors land on when they visit your site. 

If you send poorly qualified visitors to your content, they won’t read it. If your messaging isn’t consistent, the content will come off wonky and readers will bounce before reading everything pertinent. 

3) Ghostwriting
Ghostwriting simply means that the client puts their name (or an employee’s name) on the content as if they wrote it. This happens for a lot of reasons. Business owners often need more time or have exhausted every content idea. 

As a business owner who needs to be a resource, or look more credible, this is a great side-benefit of ghostwriting. 

The quality standard of blog posts today has become quite high. If you can only hire a non-professional writer create a blog post, you’ll probably get little to nothing in return. 

For all the excellent content you read out there, there’s a lower 80% of unread, content because it is sub-par, unoriginal, unfindable and poorly organized.

4) Technical
An example of technical content writing is the manual for your favorite home appliance. Function over form, its primary goal is to communicate information that addresses user issues, like assembly.
Clear technical copywriting comes from many revisions. Poor technical copywriting means users are confused, accidents can occur, and returns may result if the product fails to perform.
Remember that user error is common, so hiring a professional content writer is essential to address your more technical writing needs adequately. 

Content Writing is usually medium or long, rarely short. Below is an approximate guide to word count length. 
small: <500 words
medium: 500+ words
large: 1000+ words
extra large: 2000+ words
Of course, people have different definitions of long, medium, and short content length. But the number one result is increasing your SERPs (Search Engine Results Pages) or the number of times Google displays your site in response to a search query. 
Long-form content writing is for the topics your team could not explore elsewhere in the depth desired. Your readers are at different levels of knowledge, and you need to cater to them all. The short-form content is for those still learning, and the long-form content is for those who have foundational knowledge and need more. 
Often these readers have to dig to find the information they need. Usually, long-form content is delivered via the article, which is like a long blog post. Certain topics lend themselves to articles in the learning phase of the consumer lifecycle (because this phase can be heavily detailed and slow to work through).
How-to articles
Informative articles
Infographics with accompanying articles

Email drip campaigns are generally short, but long-form emails exist too. These allow the writers to tell a story, get deep into the writer’s voice, and share jokes—room to have fun.
Two examples might be a guitar instruction course and an online supplements retailer. Both are entirely different, but they still need to hold engagement, so they tell fun, sometimes rambling stories, to keep interest.
With selling, you can not hold engagement, even for the length of an email. Selling only works briefly, which is why it serves the close function, like a pitcher who finishes out a game because he hits the field fresh. 
Selling is not content, it’s closing and conversion. Content is everything leading up to selling.

Businesses might need a script for many reasons, but explainer videos and phone call scripts are the two most common. 
Shooting a commercial? Company holiday play? Pitching a presentation with scripted parts to a team of investors?
A bank of appointment setters or customer support agents will go off track without scripts to guide them.

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