SEO Content More Than Doubles Location-Specific Search Impressions: BlackPoint IT Services

Right before merging with CompassMSP, BlackPoint IT Services invested in a blog series to highlight their deep local and industry-specific knowledge, and I was brought in to write the content. The merger expands the reach of CompassMSP’s services, like its growing virtual CIO team, which continues to deliver industry-specific IT guidance to clients across the U.S.

The Backstory
BlackPoint IT is a managed service provider (MSP) with offices across the western U.S. and a strong commitment to serving specific industries in certain cities. They set out to create blog content that would both support local SEO keywords and speak directly to the prospects they know best.

The Challenge
BlackPoint defined clear target markets and had subject-matter knowledge to share but needed help translating these elements into blog content to support search visibility and lead generation.

My Role
In the first half of 2025, I wrote 10 blog posts with guidance from SEO expert Margery Spears and input from a BlackPoint subject-matter expert. The posts were tailored to local markets and industries, including healthcare in Boise, Idaho; law firms in Phoenix, Arizona; and manufacturing in Spokane, Washington.

Each post was optimized for search while highlighting relevant local trends and real-world challenges.

The Outcome
The blog series helps showcase BlackPoint’s local knowledge and industry credibility. Its evergreen content supports the company’s SEO strategy with posts that reflect real business priorities in each city. The sales team can also point to these posts in outreach and sales follow-ups.

Results:

·       Views for the location pages improved by 70% to 182%, increasing sales potential.

·       Impressions for location-specific search queries related to BlackPoint IT Services more than doubled, increasing brand awareness.

Why It Worked

Factors that supported success:

·       Local knowledge. By writing posts that speak directly to Spokane manufacturers or Boise healthcare organizations, we helped position the brand as a knowledgeable, in-market provider.

·       Local links. Linking to external local sources such as Yuma Arizona’s The Record demonstrated credibility.

·       Hub-and-spoke content. These local stories all drove viewers to the location pages for the company’s branch offices in different parts of the Northwest.

·       Industry siloes. These posts demonstrated not only local knowledge, but industry-specific experience within that region.

The Takeaways

When content reflects real-world challenges while demonstrating regional knowledge and experience, it resonates. If you're looking to boost your local presence or speak more clearly to your target industries, let's talk about how smart, search-friendly storytelling can support your goals.

From Candidate to Case Study Writer: Avenue In Consulting

Sometimes, your next project finds you in an unexpected way.

The Situation

Seattle-based consulting company Avenue In originally contacted me as a candidate for a Microsoft contract, but after talking through my writing background, the team had a different idea: Could I help them tell their own story more clearly?

The Challenge

Avenue In had great client wins, but they needed short, structured case studies that could demonstrate what they do and why it matters, especially in early sales conversations.

My Role

I worked with the team to define a clear format, interviewed internal stakeholders, and wrote 4 one-page case studies. Each one was designed to stand alone while highlighting the bigger picture of how Avenue In creates value for clients.

The Outcome

The case studies became go-to sales assets, used across channels to explain services, spark conversation, and showcase client success. They brought structure and clarity to an offering that doesn’t always fit into a neat box.

“We contacted Maureen as a candidate for a technical writing role. After speaking with her, we realized she could also help us write case studies for our own sales purposes,” says Stuart Sullivan, Co-Founder of Avenue In.

“We had to convey a complex concept and its benefits in a succinct, easily consumable document by potential customers; no one's going to read a long white paper in a sales meeting!” he continues. “Maureen helped us greatly here, distilling the important elements into a one-page document while clearly communicating the project benefits. We appreciated her professionalism and timeliness—we'd definitely work with her again.”

Why It Worked

By helping Avenue In distill their services into simple, client-focused narratives, I gave them tools they could use again and again, with messaging that reflects their values and their consultants’ contributions.

Conclusion

If your team needs content that connects with your market and drives visibility, I’d love to help.

Creating Content for a Multimillion-Dollar Revenue Pipeline: Rebrand Campaign

As an Accenture employee, I was part of a 2022 project to create and update demand-generation content for Trellix cybersecurity company. This project had a $4M annual pipeline directly attributed to an Accenture Agency of Record (AOR) engagement for Trellix’s FY23 fiscal year, with total revenue in the millions of dollars.

The Challenge
Following a major rebrand, cybersecurity leader Trellix needed to update and expand their content library to reflect a new identity and narrative. With dozens of legacy assets requiring revision and new campaigns launching fast, Trellix needed expert support for their demand-generation and product-marketing goals.

My Role
In my role as a B2B content writer, I refreshed 50 nurture and campaign assets, including blog posts, solution briefs, email sequences, and eBooks. I helped align language with the brand’s new voice and positioning, both for the refresh and by creating 17 original content assets in addition to the refreshed content.

The Outcome
The content I delivered helped Trellix relaunch successfully across channels.

• According to internal reporting, the agency-led program contributed to a $4 million sales pipeline and nearly twice that in total influence revenue, according to internal attribution tracking.

• Assets were used in live campaigns, nurture campaigns, and for sales enablement.

As a freelancer and as a marketing agency employee, I’ve had plenty of experience learning new technologies and marketing pillars on the fly for fast-moving campaigns like this.

If you need high-impact content to support a fast-moving rebrand or campaign, I can help. Let’s talk.

345% Growth From a Rebrand Campaign: Lumen Hyper-WAN

I write content that clarifies highly complex solutions, builds trust, and generates leads for technology companies. This case study illustrates how I work and what I do for clients. It covers a campaign for Lumen that I worked on while I was with Yesler B2B marketing agency. Today, Yesler is part of Accenture Song, where I worked for two years after Yesler's acquisition.

The campaign team published the content, and we had to track performance for the client, so this was a rare instance where we were able to get performance metrics.

The Situation

In 2019, our creative team at Yesler B2B marketing agency took on the campaign with a performance-based agreement: Lumen would provide legal review, and if we met or exceeded our lead-gen targets, the work would be paid for. We said yes. And we delivered, exceeding expectations, according to performance data tracked by the Yesler marketing team.

The Challenge

As part of a larger portfolio refresh, Lumen was rebranding one of its SD-WAN solutions as “Hyper-WAN.” They needed a campaign that could position the new name clearly, differentiate the product in a crowded space, and generate qualified leads (all on a fast timeline of three months).

My Role

Working closely with the campaign team, I wrote the core eBook introducing Hyper-WAN, plus the supporting copy: landing page, nurture emails, ads, datasheets, and resource hub content.

The Outcome

We hit our goals, and then some:

• 345% increase in campaign performance

• 2,169% increase in landing page traffic

The eBook anchored the campaign and served as a successful gated asset for driving visibility and leads during the campaign period.

Why It Worked

By creating clear, well-structured messaging, I helped give every piece a consistent voice and an engaging narrative to support the customer journey. This project is a great example of how thoughtful storytelling and cross-channel consistency can lead to real results, even when you're working on a tight timeline.

Conclusion
Clear messaging and strategic content can turn even a tight-timeline rebrand into a high-performing campaign. If you're planning a product launch or portfolio refresh and need a content writer who can jump in fast and deliver results, let’s connect.

Freelance Writer Pricing 101: What You’re Really Paying For

If you're hiring a freelance writer, you're probably wondering: How much will it cost? And what exactly am I paying for?

Pricing shouldn’t be mysterious or awkward. A seasoned writer will offer pricing that reflects the scope of work, with clear expectations for what’s included and what happens if things change. Whether it’s a one-off project or a longer-term retainer, transparency is key—and totally doable.

Here’s what to expect.

Project-Based Pricing

Experienced freelancers usually price by the deliverable, not by the hour. For example, a case study, blog post, or ebook might each have a fixed price based on the estimated complexity and effort involved.

Freelancers might also offer bulk discounts (for example, 3 blog posts per month) or package rates if you're bundling deliverables.

Retainers for Ongoing Work

If things go well and you want to keep working together, you might want to set up a monthly retainer. This is a set number of deliverables or strategy sessions per month, often at a preferred rate. It’s a great way to secure the freelancer’s time and keep momentum going. In return, you have guaranteed support from someone who knows your business well.

What’s Included (And What Isn’t)

Before any work starts, your writer should provide a statement of work (SOW) or project proposal that covers:

• What’s included (number of meetings, drafts, and reviews).

• What’s not (design, publishing).

• What the extras will cost you (additional meetings or rounds of review/revisions).

This protects both sides and ensures the project runs smoothly, even if the situation shifts.

Next Steps

Looking for a content writer who’s as clear about scope as they are about copy?

Let’s connect and chat about your next project. I’d love to hear what you’re planning.

How to Work with a Freelance Writer (Without Getting Overwhelmed)

If you’ve chosen a freelance writer for your content project, great! But if you’re feeling a little unsure about how it all works, you’re not alone.

Many marketers at small and midsize businesses know they need content to drive leads. But finding the right writer and setting up the project can feel like one more thing on an already full plate. If you’ve never worked with a freelancer before (or had a not-so-great experience) it’s normal to feel uncertain about what happens next.

On the plus side, a seasoned writer can take a lot of work off your plate if you’re prepared with a few key answers up front.

What to Know Before You Kick Off

Here are a few questions that might come up during the discovery call. The more background information you’re ready to share, the easier it will be to get great results.

• Why this project, and why now? What problem are you trying to solve, or opportunity are you seizing?

• What is this project worth to your business? For example, if the goal is to increase leads or sales, can you estimate how many leads or what average deal size and value might result from it?

• Who’s the target audience? The more you can tell the writer about your audience’s pain points and goals, the better the writer can address them in their content.

• What makes your solution different? This helps your content and your offering stand out.

• How will you measure success? Traffic, engagement, leads, sales support?

• Who are the stakeholders and reviewers? Clarifying this early keeps the process smooth and cost-effective. (Note: Adding reviewers late in the process usually delays timelines and increases your costs.)

Questions a Professional Writer Might Ask You

Discovery calls aren’t just about pricing. They’re about understanding fit, goals, and process. An experienced freelancer might ask:

• Have you worked with freelancers before?

• Why did you reach out to me specifically?

• What’s your budget?

• What’s the timeline, and what’s driving it?

• What might make this project challenging?

• Do you have a creative brief, personas, or product messaging I should see?

• Will I interview your subject matter experts (SMEs)?

• How do you want to communicate and share files?

• What will onboarding look like (tools, platforms, or process)?

These questions show that the writer is invested in helping the project succeed.

Quick-Start Checklist

Feel like you need a reset button before you dive in? Here’s a fast way to prepare:

• Identify 1–2 pieces of content you need.

• Write down the business goal for each.

• Jot a few bullet points about your audience.

• Gather background materials or content examples.

• Book a 20-minute discovery call with a writer.

That’s it. You don’t need a 12-slide strategy deck to get started; just a sense of what you need and why.

The Takeaway

Working with a freelance writer isn’t complicated when you’re prepared. A good writer will help guide the process, ask the right questions, and deliver content that supports your business goals. And once you’ve got a good one in your corner, future projects get even easier.

Need Help With a Content Project?

I write SEO-smart blog posts, customer stories, and case studies for growing tech companies and B2B agencies. If you want strategic content without the drama, let’s talk. Contact me or connect on LinkedIn.

Freelance Writer Portfolios: How to Spot the Pros

Hiring a freelance writer can feel like a leap of faith, especially if you’re trying to move fast and don’t have time to train someone. The right writing samples can help you spot a pro who’s strategic, reliable, and ready to deliver.

Here’s what to look for when evaluating a portfolio.

Start With Real-World Experience

You’re not just looking for style; you’re looking for signs this writer can adapt to your business needs. Strong portfolios show:

• Real client work. Samples created for paying clients show the writer knows how to reflect brand voice, tone, and subject matter in the real world.

• Range and relevance. Even if the work comes from an agency role, it still shows the writer’s ability to handle multiple clients, deadlines, and content types. Ask yourself if this person’s range shows that they could support your industry, audience, and marketing goals.

• Process variety. Great freelancers work from a variety of starting points: interviews, product messaging, creative briefs, or independent research. That versatility can be a big advantage when you’re short on time or SMEs.

Evaluate the Work

You don’t need to be a writing expert. As a reader, focus on:

• Clarity: Is the writing easy to follow?

• Voice: Could you imagine this tone working for your audience?

• Usefulness: Does the piece speak to a real business challenge or opportunity?

How Writers Share Their Work (And What That Tells You)

Some writers have portfolio websites. Others may send links or PDFs. The format matters less than what the samples show:

• Can the writer meet a deadline?

• Can they reflect a brand voice?

• Can they turn strategy into clear, confident writing?

What My Portfolio Shows

In my own portfolio, you’ll find:

• Case studies based on SME interviews.

• Blog posts created in partnership with in-house experts.

• Ebooks and emails shaped by content strategy and business goals.

I bring 15+ years of B2B writing experience and a strategic approach that helps you get more from every piece of content.

Next Step: Let’s Talk

Want to see if my writing style and approach are a good fit for your next campaign or project?

Contact me to talk through your goals.

Why a Niche Writer Gets You Better Results (And How to Spot One)

If you want content that connects faster and performs better, hire a freelance writer with a niche.

Whether it’s their audience, industry, or writing format, specialization helps them ramp up quickly, ask sharper questions, and craft messages that hit the mark. Here’s how to find the right kind of niche for your needs, and why it makes such a difference:

1. Audience Specialization: B2B vs. B2C

A writer’s comfort with your target audience makes a big difference.

For example, I focus on B2B (business-to-business) writing: helping companies sell to other companies. That’s a very different approach than writing B2C (business-to-consumer) content for retail or lifestyle brands.

A B2B writer will understand how to speak to buyers with complex needs, long sales cycles, and multiple stakeholders. If that’s your world, you’ll want someone who gets it from day one.

2. Industry Specialization: Familiarity Saves Time

Some writers go deep in one industry, while others (like me) work across sectors that share common themes.

Because many B2B tech clients serve industries like cybersecurity, professional services, manufacturing, healthcare, and public sector, I’ve written for all of them. That includes having created content about software, security, and AI solutions. This range means I can adapt quickly while still bringing relevant knowledge to the table.

But if your work requires compliance-heavy language (like pharma or finance), or your brand is in a style-sensitive space (like luxury goods), it’s smart to look for someone with specific industry experience.

3. Content Type Specialization: Match the Writer to the Format

Not all writers do the same kind of writing.

• Copywriters focus on persuasive, action-oriented content like ads and landing pages.

• Content writers often create blog posts, case studies, web content, and product pages.

• Ghostwriters help thought leaders express their ideas in articles or op-eds under their name.

• Technical writers create clear, structured content that explains complex information, usually related to software, systems, or processes.

A strong freelancer will tell you which formats they specialize in. And they’ll have samples to prove it.

Thanks to my agency experience, I’ve done all these types of writing. Most of my work falls into the content- and technical-writing categories. While many technical writers focus on documentation like user guides, API references, or product manuals, my tech-writing experience includes case studies, white papers, and content that bridges technical detail with business value.

4. Why Experience Matters

An experienced writer brings strategic thinking, not just polished copy.

For example, while writing a case study, I spotted a reference to a product that wasn’t mentioned in the brief. Someone mentioned it in an interview transcript, but no one had picked up on it yet. I recognized the name as a generative AI solution tied to the client’s roadmap. That kind of flag only happens if you’re familiar with the space and know what to listen for.

TL;DR

Hiring a niche freelance writer means you spend less time explaining and more time getting great content that works. Whether your niche is the audience, industry, or format, a specialist will help your message land with the right people.

In my next post, I’ll talk about how to scope your first project so it’s set up for success from the start.

Need a Niche Writer for Your Next Project?

I specialize in SEO-smart blog posts, case studies, and customer stories for growing tech companies and B2B agencies. Let’s connect.

How to Spot a Seasoned Pro (Not All Freelance Writers Are Equal)

If you want content that drives results, hire a writer who knows what they’re doing.
Not every freelance writer brings the same level of experience. Here's how to tell when you're working with a seasoned pro—and why that experience matters to your bottom line.

Look for a Track Record

Experienced freelance writers often have backgrounds in marketing agencies, in-house teams, or long-term freelance work. They’ve written for a range of clients and industries—and they’ve done it on deadline.

Want to know if a writer’s been around the block? Ask:

• How many years have you been writing for clients?

• What kinds of companies or industries have you written for?

• Do you have examples of similar content you’ve created?

A professional writer should be able to walk you through relevant work, talk clearly about their process, and provide samples or testimonials.

Where to Find the Clues

Check out their website or LinkedIn profile for:

• Writing samples.

• Testimonials.

• Client logos or case studies.

• Years in business or agency experience

No website? That’s not a dealbreaker. But they should still be able to speak confidently about past projects and provide references if needed.

The Discovery Call Tells You a Lot

During your first call, pay attention to the types of questions the writer asks. An experienced freelancer will want to understand:

• Your goals for the project.

• Who your audience is.

• What business results you’re hoping to achieve.

That conversation should feel more like a strategic consult than a quick quote request. If you only get a form and an hourly rate in return, that may be a red flag.

Bonus: Business Know-How

The best freelance writers also bring business-savvy basics to the table. They’ll be familiar with:

• Statements of work and contracts.

• Project timelines and scope.

• Content strategy and SEO fundamentals.

In other words, they’re not just writing. They’re helping your business meet its goals.

TL;DR

Hiring a freelance writer is more than just finding someone who can write. It’s about finding someone who understands how to write for your business—with the strategy, structure, and professionalism to deliver.

In my next post, I’ll cover what you can prepare on your end to get the most out of the relationship (and it’s less work than you might think).

Thanks for reading.

5 Reasons “Freelance” Isn’t a Dirty Word

You might’ve heard some of these:

“Freelancers are hit or miss.”
“You never know what you’re going to get.”
“They’re enthusiastic but not professional.”

And truthfully, sometimes that’s true.

But often, it’s not.

Many of us freelancers are seasoned professionals who bring years of content-creation experience to the table—without the overhead of a full-time hire. We’re a smart option when you need project-based support or monthly retainer help that’s strategic, fast, and high quality.

Should You Use an Agency Instead?

Hiring through an agency is a great route if you have one you trust, and you have the budget for it.
But it’s not your only option.

With a little upfront vetting, you can hire directly and still get top-tier talent (often with more flexibility and responsiveness than an agency can offer).

How to Spot a Pro Freelancer

When you start your search—via LinkedIn, your network, or a quick online query—here are 5 things to look for:

1. Demonstrated experience.
Ask how long they’ve been writing professionally, and for what kinds of clients or industries. Freelancers who’ve worked in agencies or corporate marketing teams often bring extra polish and process awareness.

2. A clear specialty.
Look for someone who understands your audience and industry. Whether it’s B2B tech, healthcare, or higher ed, experienced freelancers usually have a focus. And that’s a good thing.

3. Published client samples.
Early-career writers may show self-written samples, which is a creative start. But if you're looking for someone who can meet brand expectations on voice, tone, and message, they should have published client work to share.

4. Thoughtful onboarding questions.
A professional will ask how you like to collaborate. Where will we share files? Who gives feedback? What’s the review process? That’s not nitpicking; it’s how we keep things moving smoothly.

5. Flexible pricing options.
Seasoned freelancers can offer project rates, retainers, or bundled packages. They’ll work with your budget and help you scope things clearly from the start.

Bonus Tip: Great Clients Get Great Work

Hiring a freelancer is a two-way street.

When both sides are prepared and communicative, the results are stronger, faster, and more aligned with your goals.

I’ll share more soon about how to be a great client and how to prep for your first freelance project, so stay tuned.