Are You Baffled by Funnels and Flywheels, Google BERT and Inbound Methodology?

If you are baffled by the switching methodology of sales funnels to flywheels and how to address the ever-changing online business content environment you are not alone. Seasoned PR/Marketing Specialist and Content Creator Nikki Alvin-Smith spends extensive hours keeping up to date on what drives customers to websites and how to engage and capture clients for repeat business after they’ve arrived. But it is a full-time job.

“There is much to sort through when it comes to keeping abreast of the changes in online content creation. To be successful in any business you do need to outwit your competition by staying a huge canter stride ahead of them. Many of my clients tell me they falter when it comes to knowing what the latest trends are and how to achieve them and keeping up in general with blogs, webpage content and leveraging editorial content to their advantage.

“Creative content, whether it be webpage copy, blogging or other media production all needs to follow the latest inbound methodology. This takes intense research and a developed understanding of how to incorporate both high and low keywords within a writing style that invites inquiries and delights the audience. Do you know about Google’s BERT and should you care? Why is Hubspot’s inbound methodology being adopted? So many questions I’ll bet you didn’t know you needed to ask. But if you employ the right person that won’t matter, because they’ll know,” says Nikki Alvin-Smith.

Unless you have been living under the proverbial rock, the rapid and sometimes unfathomable evolution of online marketing requirements for best search and engagement results are not news, but ignoring them can make your business history.

“You don’t see many businesses today engaging a hard core in-house marketing team with all the accompanying expenses to address the massive number of varietal components that go in to bringing out the best in a brand. Taking the freelance employment lane is a brilliant way to solve the issue of securing the best content resource in the most productive place. For instance, a digital marketer or data analyst is not necessarily the optimum choice to build a bevy of in depth writing content,” Nikki explains. “ And being sold an entire new website is not necessarily the answer to your problems accessing your prospective clientele. I’ve seen countless companies fall down that rabbit hole. Or should I say, money pit.”

What should you expect as a business owner when you opt to employ a professional content writer?

“Use Google to your keen advantage and search the writer out. Make sure they have illustrated professional experience in your niche marketplace and review articles and content they have produced to see how diverse their writing talents are across multiple products and services. Give the writer your brief and be realistic about the time that will be spent not just writing the article or blog but also the research that will be required, including interviews. The latter being time consuming and often requiring multiple contacts and follow ups on the part of the writer. Ask about specialized packages to address both your budget and your needs. Always get a contract. A simple, well worded easy to understand contract protects both parties and should lineate responsibilities, timeframes and expectations on both sides. Don’t expect your content writer to be a bank. Pay them either in advance or if they are offering terms pay within the agreed timeframe,” states Nikki.

Collaboration with a remote team member can be fun and easily accomplished in today’s video and teleconferencing world. Old-fashioned mutual respect, clear communication channels and provision of lots of good raw material from business owner to a proven successful writer will ensure lots of bang for the buck.

“One of the strengths that my clients often comment about and tell me they appreciate is my ability to come up with bright ideas for fresh content that is unique. It’s one my favorite parts of the job and in my career it’s probably one of the things I’m the most proud of being able to deliver. Attitude is also important. Whenever I am looking for staff at our horse farm, I always request applicants be ‘cheerful and full of good energy’ because I believe that is the basis of a productive relationship. Knowledge of task is of course a pre-requisite, but what’s the point in working on a daily basis with someone that is dour, serious or moody. When it comes to writing, attitude does translate onto the page.”

Interested in building your brand and taking your business up to the next level? Here are some of the services that Nikki Alvin-Smith offers:

Content Creator | PR Partner | Seasoned Writer | Brand Builder |
Major Marketer | Journalist |
Blogger| Ghostwriter |
PR Marketing Specialist/Strategist |
British American |
Grand Prix Dressage
Competitor/Coach/Clinician |

To learn more about combination marketing packages that include influencing/blogging/press releases/guaranteed editorial features and press release publication and website content for your brand please don’t hesitate to email directly for more information and visit her website at Ask about her special package deals to get started right away at a discount price point.

Publishers, don’t forget you can visit her online store at the website and purchase both short burst and full feature articles at the click of a button delivered within 72 hours to your desk. Please note all services are provided through her corporate entity so no freelance writing restrictions such as those recently voted into law in California apply.

About Nikki:
Please visit or email Nikki directly at or call/text 607-434-4470.

Internationally published writer, content creator, PR/Marketing specialist, photographer and equestrian Nikki Alvin-Smith offers “Engaging Content that Engages Riders to Read,” with unique and fresh material for your horse or pet related business, magazine, website, newsletter, blog and email blast sales machine. Her portfolio of works is extensive and includes equestrian and pet features that have been published worldwide in over 220 different magazine titles. Her clients include equestrian and “B” list movie celebrities for whom she regularly ghostwrites and provides PR services; manufacturers of equine and pet related medical devices, feedstuffs, supplements, grooming supplies, fencing and barn equipment, horse transport, horse structures and professional equine service providers; profit and non-profit initiatives and organizations; and non-equestrian related businesses/publications in the pet industry, investment, real estate and international travel and rural lifestyle.

Nikki Alvin-Smith is a British international level Grand Prix dressage competitor/trainer/coach/clinician. Together with her husband Paul, who is also a Grand Prix dressage rider, Nikki operates Willowview Hill Farm in the Catskill Mountains of New York; a full service horse training facility. The duo provide ‘team’ clinician services to clients worldwide to riders of all levels and many riding disciplines.

Contact: Nikki Alvin-Smith: Content Writer; PR/Marketing Specialist
Cell: 607-434-4470




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