Companies often want to see writing samples from our content writers prior to working with an agency like ours. We decided to compile a list with several different types of content we’ve produced for clients in various industries. 

Keep in mind these articles have two key traits behind them: 

1. These articles sell our clients’ products.

These are bottom of the funnel articles that follow our process of Pain Point SEO and stories that follow our content brand framework. Pain Point SEO means that we’re producing articles that are meant to come up when people search for terms related to the product we’re selling (and we thoughtfully sell the clients features, benefits, value propositions and differentiators within them).

They are full of carefully written sales copy about our clients products and services (how we do that is here). This is in contrast to most top of funnel content which intentionally doesn’t mention or sell anything and only gives advice. Content brand and case study articles are also meant to sell the value of the product or service through storytelling.

2. These articles are based on interviews with the client’s experts.

The way we’re able to write such high quality content is that all of our articles are produced via primary source interviews with subject matter experts in the client’s organization (our writing process, case study applying this).

This is in contrast to how most agencies produce content by hiring a freelance writer, giving them a topic and having them self-research the article. The issue with that method is that the reader (a qualified, experienced customer) often knows more than the person writing (a freelancer without subject matter expertise) — which leads to poor quality from the customer and company’s perspective.

The list below isn’t exhaustive, but it does show the breadth of the work we’ve done over the last 5+ years working with businesses in all different industries. 

Table of Contents

Content Brand Writing Samples: Brand/Founder Stories and Disruption Stories

Disruption stories and Brand/Founder stories are stories that share how a company is disrupting the status quo in their industry. We typically create these if a company has a unique process or approach to solving a problem. 

For example, in the Vocal Video article linked below, you’ll hear the story of how creating testimonials used to be very expensive and meant having to fly somewhere to film someone in person — but with their software, you can now produce equal quality videos remotely and asynchronously

Another example is the Persona Talent piece. We share how many people are unhappy with their personal assistants and how Persona solves the problem by vetting people for you with their proprietary system. These types of articles are great content to share via social media ads or to get in front of people that have never heard of you before.

Here are some examples of disruption stories:

Case Study Writing Samples

We create case studies to help show the value of a product or service. We’ll typically either interview a customer or talk to someone inside of the business to get the story of how the product or service solved a problem for the customer. 

Here are a few examples of different types of case studies we’ve produced:

SEO Content Writing Samples — Categorized by Pain Point SEO Keyword Types

In this section, we’ll share different types of SEO writing that we’ve done for various clients broken out by the type of keyword we targeted.  

Category Keywords Examples

Category keywords are keywords that directly describe what your product or service does. For us at Grow and Convert, think targeting the keyword “Content marketing agency.” That keyword describes that category that our service fits in. 

We’ve found that targeting these keywords has an average conversion rate of 4.85%.

Here are some examples of pieces we targeted for category keywords: 

Comparison and Alternative Keyword Examples

Comparison and alternative articles are some of the highest converting articles because of where the customer is in their buyer journey. If someone is searching for an alternative of one of your competitors, it means that they’re unhappy with something inside of the product and they’re looking for a better solution. This gives you the opportunity to pitch why your product may be a better fit for the customer. 

Comparisons are also great to target because when people search for these, usually they’re trying to make the decision between a set of products. Showing up for these keywords allows you to control the narrative and sell why you might be a better product fit for your customer. 

Comparison and alternative keywords have an average conversion rate of 8.43%.

Here are some examples of comparison and alternative keyword pieces we’ve written:

Jobs To Be Done Keywords

Jobs to be done keywords are keywords that describe a problem that your product solves. They’re typically longer tail keywords that a customer might search for when they have a specific problem they need to solve. It’s great to target these keywords and pitch your product or service as a solution to the problem. 

JBTD keywords can have an average conversion rate between 1–10%+, depending on the intent of the keyword.

Conversion Rates for JTBD Keywords: Buying Intent vs. No Buying Intent

Healthcare and Technical Writing Samples

Healthcare Writing Examples

Healthcare companies usually have trouble hiring outside vendors because the quality of writing from most outside vendors is low. In these examples, we were tasked with creating really advanced content that targeted various keyword search terms patients might be looking for. 

In order to produce really high-quality healthcare content, we interviewed doctors inside of the hospital or treatment center and produced ghostwritten articles. We’ve been able to outrank big content based sites like WebMD, Healthline and Mayo Clinic with the articles we’ve produced.

Here are some examples:

Technical Content Writing Examples

Companies that sell to a technical audience also have the challenge of producing content that’s at a high enough knowledge level for their customers. Oftentimes, technical companies outsource their writing to writers that don’t have experience in this industry and they do Google research to try to understand the topic and copy much of what’s already written in the search results. This generally ends up producing content that isn’t educational for the customer (and frankly, not very good). 

We’re able to get around this problem by interviewing people inside of the client’s organization and conveying their expertise to the customer. 

Here are some samples of content that we’ve produced for technical businesses: