When most people think about branding, they think visuals: "I need a logo, a website, business cards." And while the visuals are a crucial component of branding, your message, your voice, and your values must align with your visuals to communicate a consistent, cohesive brand (I'll never stop saying that form and content are equally important). Because good branding isn't just about winning customers or clients, it's about how you run your business. Branding colours every aspect of your business from attracting and engaging employees to building and communicating your reputation, from creating customer loyalty to securing a position as an industry leader, and from business planning to marketing strategies. Good branding guides your communications; it doesn't end with a logo, a website, and a business card. Brands are built through consistency and authenticity, meaning that branding is an ongoing activity. Businesses are no longer stand-alone, faceless entities, they function as engaged personalities that participate in and inform our culture and our communities.
Working directly with business owners, in a collaborative process, I funnel your thoughts and intentions into cohesive content. The branding process begins with a values quiz and a questionnaire followed by a comprehensive interview. From there, I write the mission statement, vision, core values, approach, and establish overall messaging.
Branding should happen before the website, but that’s not always the case. Sometimes businesses want to intentionally brand themselves when they already have a website; either way, the branding and websites tend to go hand-in-hand. For those with an existing website, I perform marketing audits to assess how you’re currently communicating your brand, to compare you to your competitors, and to provide recommendations on how to improve your brand. Once branding is in place, I create a website outline and suggested navigation based on your needs and collaborate with you to write (or rewrite) the content.
With all the talk about content marketing, content creation, and content strategy, it's easy to think it doesn't matter what kind of content you post as long as you’re posting it. When it seems like the goal is just to have content online so that search engines are crawling your site, it's tempting to post whatever works, whatever's easiest. But as Kaushik says, the ultimate goal of content is to add value.
What problems does your audience face? How can you help them? How can you build trust, establish yourself as an expert, and show them what you have to offer? You create content that helps them, that solves their problems, that speaks to them. To do that, you need a strategy based on your business, your skills, your products, and your demographic. You need to think about your brand, your business' identity, and your goals. From there, you hire a marketing firm or a writer to research and pitch topics that serve your audience. And it's crucial that the content you share is on par with the quality of services or products you provide. You're not mediocre, so your content shouldn't be either.
Content strategy begins with a discussion on branding, messaging, and the clients you aim to reach. From there, we will curate a list of blog topics that will best serve your clientele and position you as an expert in your field. To best improve your SEO and position you as an expert in your field, blogs should be posted regularly.
While the world undoubtedly has a short attention span, there is still a place for long-form content: because a longer piece creates connection in a way that a short, 400 word blog doesn’t. Meatier content increases user engagement because it’s more in-depth and more valuable than content that just skims the surface - making it a winner for both readers and search engines.
Longer form content creation gives you the chance to really dig deep and unearth stories that resonate. Ranging from interview-based articles that showcase your clients or editorials that feature you or your business to op-eds and research essays on timely topics, long-form content differentiates your brand. Showcasing how you operate, think, or do things differently, while also positioning you as a go-to expert in your field, long-form content is an investment in brand engagement and loyalty.
These projects begin with a discussion on the piece’s goals as well as the desired angle or approach (research or interview-based). After the first draft is presented, revisions and tweaks are a part of the process to hone the piece and give it your edge.
Through words we communicate, we share, we make our dreams, our businesses, our achievements known to the world outside. And yet, writing is elusive to so many, a task too daunting to attempt, or rather, too scary to face. As a ghostwriter, I face this fear for you, I take your thoughts and make them words, make them solid and tangible, telling your story to the world. Collaborating closely with industry leaders, entrepreneurs, and businesses, I write books, e-books, interview and research-based articles, courses, and opinion pieces (op-eds) based on your ideas, insights, and innovations - articulating your thoughts accurately and capturing your voice skillfully.
When it comes to marketing simpler is always better. But taking complex concepts and communicating them simply is a skill. And in a world where content is king, you don't want poorly written copy making your business look amateur. Because credibility is crucial, and you throw that credibility in the trash when your business copy uses the wrong there/their/they're or you've got semi-colons willy nilly all over the place, or (even worse) your content is boring. By hiring a professional to write your sales slicks, eblasts, video scripts, referral guides, or brochures, you ensure that the content you're sharing with the world, with your potential clients, is original, engaging, persuasive, targeted, grammatically correct, and simple. Even if you've got a stellar marketing team, full of creative, engaging ideas, bad copy can destroy a brilliant concept. A professional writer can take those top notch ideas and expertly communicate them, ultimately connecting you directly to your ideal audience, all while maintaining your brand’s voice and message.
Because the end game drives the process, marketing projects always begin with a discussion on intent and goals, brand and messaging, before digging into the raw content and research. Once the goals are established, a map is devised, and the copy is created.
Editing is everything. It's the paring down of inconsequential words; the necessary pruning of a ripe, blossoming tree. Without it, our meaning is cluttered, our intent is shrouded, and our purpose is misguided. Because we easily overlook our own errors, from proofreading web copy to substantive editing for content and clarity, editing is completely necessary and wholly invaluable.
In marketing, old content can become new with substantive editing and reworking. Substantive editing includes proofreading and editing for grammar and content and, when requested, researching and reworking copy. I provide valuable rewrites and feedback on how to improve content, and where needed, expert research that transforms copy from mundane to engaging.
Writing - $90.00/hr
Writing (under four day turnaround) - $100.00/hr
Strategy, Consulting, + Pitches - $100.00/hr
Substantive Editing + Reworking - $85.00/hr
Proposal Writing + Editing - $100.00/hr
Content Creation: Blogs (400-600 word, outline + research provided) - $125.00 ea
Content Creation: Blogs (400-600 words) - $200.00 ea
Content Creation: Long-form, research-based (700 - 1000 words) - $250.00 ea
Content Creation: Long-form, interview-based (700 to 1000 words) - $350.00 ea
Note: All rates are in Canadian dollars (CDN).
For writing projects outside of this scope, please contact me for a project quote.