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Our Mission

At Optimized Scribes, our mission is twofold. 

First, we are passionate about being a one-stop content creation service for creative agencies and marketing departments. From large volume orders to the occasional blog post, we are here to work on your timeline. 

Second, we strive to provide employment opportunities to people who have been excluded from, or just don't feel secure in, the traditional work environment. We cherish our diverse workforce and the unique point of view each teammate brings to our organization. 

It is our goal to be a Certifed B Corporation in 2020. 

Why Choose Us?

When you’re looking for content creation services, it’s important to work with an organization that understands your needs and takes them seriously. We know that every business has different requirements when it comes to content creation. Whatever type of content you’re looking for, we’ll adapt to your needs and work with you to get results.  

Most importantly, we care about your business. We want to make sure that your content creation needs are fulfilled, and our enthusiastic, skilled team will work tirelessly to accomplish this goal.  

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Creating content and opportunities.

Optimized Scribes utilizes creative solutions to connect highly skilled writers with agencies and brands, creating opportunities without limits for our team and clients alike.

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At Optimized Scribes, our No. 1 goal is to make sure that getting the content you need is headache-free. We have the experience and capacity to handle large volume orders quickly and efficiently. 

When you hire us, you will be assigned a project manager who will oversee your content creation and make sure that everything goes smoothly from start to finish. They’ll be your main point of contact while working with us, but you'll have a dedicated team of writers and editors working on your content behind the scenes. We are proud to have some of the lowest turnover in the industry, meaning the quality of your content won't change from order to order.  

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Whether it's a blog, website content, white papers or cornerstone content — we've got your writing needs covered.

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Stop herding freelancers. We make content creation hassle-free with white label solutions. Let our loyal team be your loyal team. 

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Need a blog post scheduled weekly or a case study done before noon? We offer flexible solutions to meet your deadlines, whenever they are.

Your Content on Your Schedule

We understand that every marketing agency or department is unique. That's why we moved away from traditional content marketing packages that try to shoehorn your needs into our box. Our pay-as-you-go system means that we're here when you need us, and you aren't paying for services you don't need. Contact us for monthly deliverables or for rush orders when your in-house team is overwhelmed. We've got this!


From the Blog

team working on rebranding

How to Rebrand Your Business to Fit Your Vision

We rebranded. Here's what we learned.

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What is Cornerstone Content and Why Do We Do It

Cornerstone content can boost your exposure, but only if it’s done correctly.

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Think you've got the talent to be a Scribe? If so, we are always looking for writers and editors to join our team! We offer:

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Work a little — or a lot — when you are able. We offer flexible scheduling of assignments.

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Optimized Scribes offers flexible, competitively priced content creation solutions tailored to meet your needs. We offer blog posts, cornerstone content, white label solutions and much more. When you hire us, you’ll get a first-class team of writers and editors, as well as a project manager, to make sure your content is written with the highest standards of quality and to your exact specifications.

If you'd like to take our services for a test drive, fill out the form on this page and we will get in touch to discuss your needs. We look forward to working with you!

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What is Cornerstone Content and Why Do We Do It

Ashley Truskowski

SEO is constantly changing, so your SEO strategy must change with it. The key piece of content for your site, the content that gives your visitors all the information they need and forms the foundation for the rest of your content, is cornerstone content. So, what is cornerstone content, and why do we do it?

What is Cornerstone Content?

Cornerstone, as the dictionary defines it, is “an important quality or feature on which a particular thing depends or is based.” In content marketing, cornerstone content is the long-form content piece that holds everything else together, giving your visitors one stop to address all their needs and direct them to other pertinent information on your site. They reflect your business’s mission, hold well-researched and in-depth information, and as a result, they tend to rank high in search engine listings. In short, cornerstone content is a long-form content piece that explains what your business does or contains a tutorial or guide. Most importantly, cornerstone content is essential and foundational for your business marketing.

Why Do We Do It?

From an SEO perspective, cornerstone content is golden. Cornerstone content is a living document that forms a page on your site, not just a transient blog post, and should be continually updated and expanded to stay current. This signals to Google and other search engines that your website provides useful information. 

It also helps with keywords. Ranking for the most popular search terms can be difficult, but writing such an in-depth and detailed article naturally gives you the primary and secondary keywords you need to rank for as well as provides you with the cornerstone of the internal linking strategy that boosts SEO. Both external and internal links are important for SEO. If you want to rank, the site structure needs to be foolproof. It seems that Google perceives articles with many internal links pointing to them as the most important content found on a website, which is why cornerstone content can provide you with such a strong foundation for your overall SEO strategy. 

If it’s done properly, cornerstone content addresses the users’ needs, solves their problems and gives them what they want, which is Google’s main goal when returning results for a search query. It’s not about promotion, selling or aggressive pitches, it’s about providing your visitors with the information they are seeking. From there, they can learn more about what you can do for them with the other pages on your website.

It’s beneficial for each business to have at least one piece of cornerstone content on their website which addresses the broad needs and issues customers usually face and offers valuable information not easily found elsewhere. Unfortunately, this can be a tall order for many businesses, especially in industries with high competition.  


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Step-by-Step Guide to Creating Cornerstone Content

Creating unique cornerstone content that’s designed to rank isn’t easy, but you can succeed by following these steps to develop the right cornerstone content for your site:

Step 1: Choosing Your Topic

Before you concern yourself with all the different aspects of developing valuable cornerstone content, you need the right topic. This requires intimate knowledge of your target audience and the problems they need to solve, since these are the people you’re looking to attract.

Start by thinking about your audience. What are their problems? What are their pain points? Of the problems they have, what isn’t being solved by the content available to them? What problems are you qualified to address? This step can’t be rushed, since it will impact the rest of the decision-making process in developing your content piece. Don’t be afraid to research more, post some questions on social media or ask the rest of your team, since you may find a unique perspective you didn’t see before.

You also want to conduct some research to be sure that you’re not reinventing the wheel. You need to stand out in a sea of the same, so do some searches to see what else is available on that topic and avoid getting lost in the crowd. Ideally, you’re looking for a point of entry. The best topic for your piece is something that people are currently looking for but are unable to find. Better yet, find a topic that people search for, but can’t find satisfying answers. Once you find your topic, then think about the format. Many cornerstone content pieces are long-form articles, but you can also use data visualization, a searchable database, a tool or other content type that’s suitable for your topic and audience.  

magnifying glass showing the word keywords

Step 2: Keyword Research

This is content marketing, after all, so keywords are still important. You want to be sure that there’s enough keyword search volume for your topic of choice, since that means that enough people are searching. You will need to walk the fine line between topics that don’t have satisfying answers but are still searched enough to make the effort worthwhile.

Keyword research can give you the keywords with the search volume, as well as the questions people ask that you could address within your piece.  

blocks reading content matters in front of a laptop

Step 3: Content Planning

Depending on your current staff and resources, you may want to tackle your cornerstone content in-house. For many businesses, however, this is too much to take on, and the last thing you would want is to waste time, money and effort working on a piece that misses the mark.

With the value and potential of cornerstone content, it’s best left to professionals with an in-depth knowledge of SEO and content marketing. You can still choose the topic and conduct some of the research yourself, but a professional team can take it the extra step to be sure you get all you can for your effort.  

Step 4: Content Creation

Finally, we’re at the end stages of creating your cornerstone content. Most of the legwork is done, but there are a few things to keep in mind at this stage: Quality matters above all else. This is your reputation and your brand, so take the time to fact check and elevate the content as much as possible, leaving adequate time for review and revisions.

Your piece should be both visually appealing and readable. Make it easy to navigate and mobile-friendly to be sure your readers stay on the page. Double-check your keywords and make sure they occur naturally throughout your content. Ultimately, they should guide your structure and inform each aspect of your piece to maximize your results.

Ensure your content stays on point and works toward your intent. It can be easy to get carried away in the process, so check back often to make sure that your piece still addresses the needs of your audience. Use your content as an opportunity to showcase your brand voice, your values and your business mission. 

Avoid pushy selling or too much promotion, since that can create distrust in your readers instantly. The idea is to be there for them and their needs, not sell your own products and services. If the content is done correctly, your visitors will start searching your site to learn more about your services on their own.  

Search engine optimization

Step 5: Optimization  

Cornerstone content is designed to bring in new visitors and showcase your brand. If done correctly, it will be bookmarked and referenced from your readers often, so you want it optimized to be found in an organic search. You also want it to be shareable, so people stumble upon it on social media. Ideally, your site will already be optimized for SEO best practices, so your new content piece can just be worked in. Your primary keyword, which is the one that has the highest volume and relates to your topic, should be included in both the title and the URL. 

That said, you want your keyword to be natural, and your content should not be focused on keywords only. People can spot a sell, so find a way to work your keyword in to your title and URL in a way that still entices people to read it. Your keyword should also appear in the body of your content, but in a way that’s natural. Keyword stuffing isn’t good for many reasons, though you don’t want to avoid it so carefully that your keywords don’t appear at all. It’s a fine line, but a well-written piece on a particular topic will most likely have natural uses of your keywords. This helps you be found by search engines and increases the readability of your content.

Images should be optimized as well, with relevant keywords included in your image file names. It’s also important to be sure that your images load quickly, since readers are more likely to click away from your content if the images slow the page down.

Finally, be sure that your content works well on mobile. Smartphones, tablets and other devices are primarily used for searches, rather than desktop, so you want your page to be readable and easy to navigate on a variety of devices. As far as sales goes, your content should be informational and neutral above all else, but that doesn’t mean it can’t be optimized for conversion. People may not immediately read your content and click away to buy something, since this is the top of the funnel, but it can still lead to sales in the future. A CTA or pop-up at the end of the content can help your visitors convert in a way that doesn’t interrupt the experience.

You should also cookie your visitors, giving yourself an opportunity to remarket to them in the future. Once they become a fan of your brand and learn a little more about what you have to offer, remarketing ads could be all it takes to turn them into repeat customers.  

Step 6: Promotion  

If you’re going to put all your effort into a cornerstone content piece, you wouldn’t want to fall short of promoting it properly. It takes a while for content to rank in an organic search, especially for newer brands, so it’s best to promote your content with social media and email to get it in front of the right audience.  

With email, a simple email blast that’s dedicated to your content piece and personalized for your audience is enough, but social media takes a bit more work.  

You’ll want to promote your content on multiple social media platforms, which means tailoring your social posts, images or format for the intended platform. For instance, videos are great for Facebook, so you may want to consider converting your content to a short video for better traction that leads a user to read the full piece.  

Sharing often is important as well, since you want to be sure it gets the maximum exposure. Posts can easily get lost in the shuffle on social media, but sharing your piece ensures that the right eyes have an opportunity to see it. You can also do paid promotion on social media. This is especially easy with the availability of customized audiences and the relevance algorithm that keeps content with higher engagement in the rotation.  

Step 7: Maintenance 

After you’ve put in all the work, all you can do is wait. Over time, your content will get more attention, engagement, links and shares, giving you the information you need to track its performance and make adjustments as needed.

For instance, there may be some breakthrough or trend that is relevant to your topic. You can always adjust your piece to reflect these changes and double-check all the information to be sure that it’s accurate and up to date. Generally, your cornerstone content should receive an update once each quarter, at the least, to keep it fresh and relevant.  

Get Help From a Professional SEO Agency

Cornerstone content has a lot of promise for boosting your brand’s exposure, but only if it’s done correctly. A lot of time, effort and expense goes into creating cornerstone content that ranks, so why not use a professional SEO agency to ensure your content is the best it can be?

At Optimized Scribes, we have the team to help you keep your business competitive and maximize your SEO gains with quality content that boosts your online presence. Contact us today to learn more about what we have to offer!

About The Author

Ashley is a nerdy writer from Northeastern Pennsylvania. In addition to her love of all things academic, Ashley also enjoys painting, sculpting, and her “zoo” of dogs, horses, and exotic pets.

How to Rebrand Your Business to Fit Your Vision 

Jill Bridges

Is it time to rebrand?

Branding is essential to any business’s success. A business with an effective, powerful brand elicits strong emotions from customers and employees and inspires trust and loyalty. It’s not only the image associated with your business, but it’s also the quality that defines how a customer perceives your business and the value it can provide for them.

Sometimes a business needs to change its branding, however. Whether it’s from a merger or acquisition or to target a new audience, businesses often need to adapt to stay competitive in the market. For us, the need to rebrand stemmed from a desire to create more opportunities for people that are unable to work in a traditional office environment. We realized through some very fortunate hires that there’s a lot of talent out there waiting to be discovered if you are willing to be creatively flexible. We did a bunch of research and set a goal of becoming a B-Corp, or purpose driven business. To create the inclusive and adaptive environment we envisioned, it was best to hone our focus on what we do best- writing killer content. The last few years we had focused on small business marketing packages, so we really had no choice but to rebrand.

There’s a lot involved in rebranding, but when done right it will bring your business closer to your goals and help accelerate your growth. Here’s some of what we’ve figured out, oftentimes the hard way, in our rebranding process.  

Let us be part of your agency's rebranding strategy. 

Shift your focus to what you enjoy most, and let us handle the content chaos. It's what we do best.

Signs You Need to Rebrand

Before embarking on rebranding, consider your reasons for doing it to be sure it’s the right choice for your business. Here are some of the most common signs you should consider rebranding:

  • Your brand name no longer reflects your vision
  • Your brand is outdated or unoriginal
  • Your brand isn’t distinctive or memorable
  • Your brand message is confused or complicated
  • Your business model has changed
  • Your business is experiencing a merger or acquisition
  • Your business has outgrown your brand
  • Your business has moved or expanded
  • Your brand has a negative image
  • You’re targeting a new audience
  • You’re not attracting the right talent
  • You’re struggling to raise your prices  

Partial Rebranding or Full Rebranding?

Once you decide to rebrand, you should consider whether your business needs a full overhaul or a partial brand refresh. Partial rebrands happen quite often in the business world, but a full rebrand is something that only occurs a few times over the course of a business’s life.

As the name suggests, a partial rebrand is changing one or more aspects of the company’s image, such as the logo or messaging. This is primarily done to change the way a business is perceived by its audience.

Full rebranding, on the other hand, involves a full overhaul of the entire brand. On occasion, this may even mean changing the name or the core focus, and this process is a lot more complex than partial rebranding.

With either partial or full rebranding, here are the steps to ensure successful rebranding:  

Step 1: Introspection

Successful rebranding starts with awareness. Before you develop the different aspects of your brand, you should know the answers to the following questions:

  • Who are you?
  • What do you provide?
  • How do you want to be perceived?
  • Why are your rebranding?
  • What makes you special?

The answers to these questions help you develop your brand’s story and will guide the rest of the rebranding process.  

Step 2: Market Research

Your business’s market position will help you develop your brand strategy. This is a description of where your business fits into the current market, which will drive your rebranding decisions. If necessary, research your market more to be sure you can support your market position.

Define your target audience and ideal customer using feedback from your current customers. You may want to appeal to the same audience, or branch out to an entirely new audience, but it should be separated into groups to help you understand who you’re trying to reach.

The best way to understand your audience is by asking them. You can use surveys, polls and focus groups to get opinions about your brand story, reputation and products from your current audience. This will help you align your new brand with your target audience.  

Step 3: Find Your Brand Identity

Define unique selling points and use it as a focal point for the rebranding. For example, how are you better than competitors? What do you pride yourself on? How do you want to be perceived by your customers?

As you develop your brand identity, keep in mind that you can’t appeal to everyone. This part of the process is about finding your ideal buyer and appealing to them.  

Step 4: Redefine Brand Touchpoints

Brand touchpoints are any point at which a customer interacts or communicates with your business. Touchpoints are normally designed to engage the customer and provide them with the best possible brand experience, so they’re a vital part of rebranding.

Regardless of how big or small your touchpoints are, they need to:

  • Clearly represent your brand
  • Stand out to your customers
  • Motivate your customers to take action

During rebranding, you should consider the impression your touchpoints make and whether they fit in with your new brand identity. If you’re hoping to target a new audience with your new brand, consider how the touchpoints will work for them and if they differentiate your business from your competitors.

Here are the two main brand touchpoints to consider:

1. Online Presence Your website is a vital part of your business development and communication. It not only tells your audience your own unique brand story, but it’s also the place where a prospective customer or employee can learn about what you have to offer.

2. Marketing Collateral At this point in your strategy, you should list all your marketing materials that need rebranding. This could include websites, flyers, signs, blogs, posters, business cards and anything else that is used to represent your brand. These are used to communicate your message, so it’s important that they align with your strategy.  

Step 5: Create a Cohesive Team 

Your employees are vital to your rebranding success, so it’s important to be sure they’re on board. Get feedback from employees at different stages of the rebranding process to see if your new brand image aligns with your mission and values.

Once the rebranding is complete, have an internal launch party to drum up excitement about the changes. This will not only let your employees know that you’re considering them in this process, but it will also help to turn them into brand ambassadors. 

If you intend to include new products or services with your rebranding, it’s vital that your employees have the proper training to feel confident in your offerings.  

Step 6: Going Public  

When you’re reading to go public with the new brand, make it quick and definitive. Transitioning from your old brand to your new brand slowly is only going to confuse your customers, and it’s unlikely to help you attract new ones. Ideally, the new brand launch should take place over the course of a few days.

Your public launch is also an opportunity to gain publicity and engage with both existing and prospective customers. Social media and email are great tools to generate excitement and anticipation for your new launch.

During this process, you should also give your customers an explanation for your rebranding that focuses on how it will benefit them. Transparency and trust are important to customers, so they’re less likely to embrace your rebranding effort if it happens out of nowhere.  

Step 7: Feedback 

After launching your new brand, be sure to get feedback from your target audience to assess the impact of rebranding and continue to improve. You should continue to monitor your business performance as well to see how it influences your revenue.

Rebranding can be time-consuming and complex, but it’s a fresh start for your business that can lead you to success. Done correctly, it can reinvigorate your customers and help you attract a new audience to accelerate your business growth and profits.  

About The Author

Jill Bridges is the founder and President of Optimized Scribes. She has over a dozen years experience in the marketing industry.

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