Categorical Writers 12 months in Evaluate 2022


In 2022, the Categorical Writers workforce bought up shut and private with what it means to be agile and adaptable. For many of the 12 months, management has labored tirelessly behind the scenes to create and implement processes that may permit us to serve shoppers and our workforce members higher. 

For the 12 months forward, we intend to maintain clear and concise strains of communication open between our workforce and our shoppers. It will give us the house wanted to attempt towards excellence in each new product and venture you see from us in 2023. 

We thought it will be nice to share a few of the issues we’ve been engaged on or discovered fascinating throughout 2022. The Categorical Writers 12 months in assessment will take you thru a few of our accomplishments and provide you with a transparent image of the place we’re headed. 

Express Writers year in review and milestones

2022 Tendencies and Sizzling Subjects

Content material advertising and marketing by no means slows down, and 2022 was no exception. From algorithm modifications to centering your viewers, listed here are some onerous hitters from the final 12 months. 

AI in Content material Advertising and marketing

The dialog about utilizing AI in advertising and marketing shouldn’t be new. However this 12 months, and into 2023, we’ve seen the dialog shift away from simply having AI write content material for you.

One huge development lately is AI’s capability that will help you observe what pursuits readers. That’s an enormous plus for entrepreneurs who use predictive analytics to generate content material concepts. The truth is that utilizing AI to enhance your content material advertising and marketing efforts is usually a useful gizmo so as to add to your belt. 

One other current leap is OpenAI’s ChatGPT. In November, it grew to become a viral sensation and contains an enormous again catalog of information. Many reward the achievement, although there are nonetheless limits to the know-how that make it clear that know-how can’t attain the identical areas as people.

Whereas these developments are vital to regulate, Categorical Writers firmly believes that people write the very best content material. We nonetheless vet and rent with a hands-on course of that prioritizes experience and expertise in area of interest industries. 

Google Useful Content material Replace

In August, Google rolled out a brand new replace to their algorithm supposed to categorize helpful content material that gives options for actual folks. Since then, the useful content material replace has been totally rolled out and acts to suppress content material that isn’t written with actual folks in thoughts.

We predict this can be a step in the proper route for content material that prioritizes authority and trustworthiness. If your online business hasn’t totally carried out a course of for creating useful content material, you’ll wish to prioritize that heading into 2023. 

Within the meantime, there are some things you are able to do to start out strategically updating your content material: 

  • Search out the content material you’ve produced that doesn’t carry out nicely and begin updating it. 
  • Examine your competitors and related key phrases to seek out what your content material is lacking or what items you haven’t written in any respect. 
  • Do key phrase analysis to seek out the very best methods to optimize for search engine optimisation and pair that with human writers who’ve the trade expertise your content material wants.
  • Use your information of a topic to reply any questions your viewers could have about your content material to construct trustworthiness.

So long as you’re prepared to make modifications to create high-quality content material, there’s no must panic about these current updates.

Electronic mail Advertising and marketing in 2022 and Past

One topic that us over the previous 12 months has been electronic mail advertising and marketing

For 2022, 37% of companies upped their electronic mail advertising and marketing budgets. We noticed that in motion as shoppers began ordering this service extra recurrently. From weblog replace emails to common nurturing campaigns, we helped our shoppers with quite a lot of email-centered campaigns. 

Moreover, we noticed progress in electronic mail advertising and marketing as we switched how we ship and automate emails. This included a rise in our open charges this 12 months.

Express Writers email marketing stats for 2022

The launch of our Write Wrap-Up e-newsletter and different updates in our electronic mail writing and sending course of meant we have been extra adaptable with our electronic mail advertising and marketing. We’re enthusiastic about what meaning for connecting with our viewers over the following 12 months. 

We’ve seen that personalizing and segmenting emails is extraordinarily vital to engagement charges, so in 2023, we imagine it would proceed to be vital to personalize your electronic mail sends. 

To extend electronic mail personalization, you possibly can: 

  • Cater your messaging to particular segments of your viewers.
  • Showcase your services primarily based in your shopper’s trade and wishes.
  • Arrange automated emails that ship when a website consumer converts a selected means.
  • Ship private follow-up messages to individuals who request details about your merchandise.

Based mostly on current conduct, we don’t see this pattern stopping quickly. So maintain a watch out for much more electronic mail advertising and marketing traits to emerge over the approaching 12 months. 

Writing & Order Statistics

Whereas the second half of the 12 months confronted some uncertainty, we now have remained devoted to our shoppers’ content material. We wrote over 500,000 phrases in November alone! 

Shopper Retention Milestones

2022 was an enormous 12 months for us in shopper retention. We stay dedicated to your content material, and that reveals.

Express Writers Client Retention Stats 2022 infographic

We’re grateful that our shoppers belief us to create high quality content material with out compromise. That’s why we discover and vet writers who convey trade experience to the desk day-after-day.

None of what we do can be attainable with out the help of our rockstar shoppers, and we’re thrilled that you just’re alongside for the experience as we develop collectively.

How We Made Adjustments to Our Content material Technique This 12 months

For many of 2022, we’ve been updating our methodology, branding information, and goal audiences to replicate the enterprise objectives of Categorical Writers’ subsequent period.

We all know that companies want high quality content material and might’t at all times ideate and create content material themselves. That’s why we’ll proceed to offer end-to-end content material creation companies to manufacturers on the lookout for a long-term partnership.

Updating Our Social Media Technique

Considered one of our largest endeavors this 12 months was making a cohesive social media optimization technique centered round instructional content material (and some content material advertising and marketing memes for good measure). 

Our first goal was rising our attain on LinkedIn, and, within the first month, we noticed a 64% enhance in impressions and engagement over the earlier month. Then, between July and August, one other 49% enhance. 

You’ll see the rise we’ve seen in engagement between December of 2021 versus now within the screenshot under.

Express Writers LinkedIn profile and social media visibility increase in 2022.

Figuring out that our viewers desires to be taught extra about content material advertising and marketing whereas getting a couple of laughs has been instrumental as we proceed to adapt our technique. We’re appreciative if you happen to’ve joined us from social media this 12 months.

Natural Visitors

Categorical Writers has been round for over a decade, so our area authority is fairly cemented. However to extend visibility and welcome new shoppers, we would have liked to buckle down on our content material objectives.

We’ve at all times had actually nice content material, however we additionally had a couple of items not optimized for creating conversations with shoppers who wanted a content material writing associate. We wanted to pivot, and pivot we did.

For instance, between November 2021 and November 2022, we noticed a ten% enhance in visitors to the positioning. Furthermore, we grew an viewers extra within the options we provide round content material creation.

A few of this got here from our shift in key phrase focusing on. We’ve some stellar blogs on the positioning concerning the historical past of language and methods to turn out to be a stronger author (which can keep on the positioning), however we knew we may assist extra of us perceive content material advertising and marketing subjects. We additionally needed to assist decision-makers grasp methods to create content material and why it’s important to advertising and marketing right now.

This meant shifting the objectives for our content material and implementing sustainable methodologies for content material creation and focus. Content material advertising and marketing stays a long-term sport, so we knew that altering techniques wouldn’t yield outcomes in a single day.

However ultimately, we began seeing informational and academic key phrases shifting up the rankings. Focus key phrases like “electronic mail advertising and marketing content material” and “direct response copywriting” garnered common visitors, whereas phrases like “john deere tractor” or “humorous phrases” dropped off.

A few of these have been hilarious to seek out on lists of key phrases we ranked for, however they didn’t assist us convey you higher content material. Let’s take a look at a direct comparability.

This screenshot reveals you what visitors seemed like for us between November 1st, 2021, and December twenty second, 2021.

Organic traffic stats from Express Writers in November and December 2021

Evaluate that with this 12 months, and also you’ll discover a considerably decrease bounce charge, greater time on web page, and double the pages per session.

Organic traffic stats to Express Writers in November and December 2022

This reveals our persistence and dedication to high quality content material has paid off with higher high quality visitors to the positioning. 


This 12 months has been a labor of affection behind the scenes for our workforce. We’re excited to share these huge milestones with our shoppers.

Categorical Writers College

This venture is one which we’re tremendous thrilled about. It’s all due to the onerous work of our Content material Supervisor Korilynn that this venture is rolling out in beta. 

Our workforce wanted up to date and extra cohesive coaching supplies, so we put our heads collectively, and Categorical Writers College was the answer. 

Now, the workforce may have common entry to coaching supplies which might be standardized and up to date recurrently. All the pieces is housed in a single place, so we cut back the variety of paperwork or handbooks to kind via. 

Plus, our writers and editors will have the ability to take extra programs to develop their expertise and be taught every little thing they should find out about numerous content material varieties. This fashion, we maintain our requirements excessive and provide our shoppers even higher content material, all whereas offering progress alternatives and long-term partnerships with the writers we rent. 

Web site Updates

For a lot of the 12 months, our advertising and marketing workforce labored onerous to enhance website UX and content material to make it simpler for our shoppers and newcomers to seek out every little thing they want. That is an ongoing venture (extra on that later), and we’re thrilled with the progress we’ve made thus far. 


You possible observed that our Content material Store bought a facelift earlier this 12 months. We streamlined our content material choices, made it simpler to seek out add-ons, and up to date our product descriptions to make them simpler to know.

Assets & Website Content material

Moreover, we’ve up to date and revamped our academic sources and downloadables for our viewers. You’ll discover up to date content material and new search performance that makes it simpler to seek out something you want.

Screenshot showing the resource section of Express Writers

Past that, we’ve additionally frolicked smoothing our website navigation, updating our contact type, and usually making it simpler for people to contact us. As an organization, we worth face-to-face communication and imagine private conversations are one of the best ways to make sure long-term content material partnerships. 

What’s Forward for Categorical Writers in 2023 (and Past)? 

We’ve labored tirelessly behind the scenes to replace the positioning, increase our workforce members, and simplify content material supply for the previous 12 months. Within the coming months, we’ll be rolling out extra seen modifications that we imagine will make the shopper expertise even higher! 

Website Overhaul

You’ll have seen our website design and graphics change a bit throughout 2022, however in 2023, we now have some huge modifications deliberate for the feel and appear of the positioning. Our objective is to streamline and optimize whereas making it easy to get nice content material. 

Up to date Model of Our System

In 2023, we’re rolling out an up to date system. The brand new system will permit extra flexibility to make modifications on our finish whereas making it simpler to seek out your orders, account funds, and to talk with the workforce. 

New Packages & Managed Providers

Maybe the most important upfront change will come from up to date packages and managed companies. You requested it, and we ship!  

We’ve constructed out packages primarily based on the content material wants we hear most – look ahead to up to date month-to-month and quarterly weblog packages coming to our website quickly. 

Plus, our up to date tiers of managed companies will present you entry to precisely the correct quantity of help from our workforce that you just want. 

We’ll present quotes primarily based in your content material and finances wants, full with associate pricing primarily based on month-to-month spend and account deposit bonuses. 

Categorical Writers will construct a writing and enhancing workforce that works in unison to convey you top-notch content material accomplished proper the primary time. After that, we handle that workforce via your complete content material creation and supply course of.  

Ring within the New 12 months with Content material Creation Providers

We’re extremely grateful if you happen to’ve been with us this previous 12 months. None of what we do can be attainable with out your belief in us. 2022 was a 12 months of progress, and we look ahead to extra in 2023. 

You’ll be able to at all times rely on our workforce to create highly effective content material for you. Our skilled writers are able to sort out new challenges and thrilling tasks to assist construct your model in 2023. 

Wish to see how one can get began with Categorical Writers? Chat with our workforce right now!

Chat with the Express Writers team today!


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