We interviewed EditPaste Founder, Stefan Schulz, to learn more about why he decided it was time to rethink content creation services. What did we learn? That EditPaste is really, really awesome.

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How’s it going?

Good! Busy! We have a lot of projects in the queue and there is a lot to get excited about. Finding a balance of helping our clients grow while simultaneously growing our own business is challenging at times, but it’s fun and definitely rewarding, especially when all the stars align…

Where are you currently focused on growing?

Right now, our primary focus is making sure we continue to deliver for our clients. We’ve always preached that our client’s success is what fuels us as a marketing agency. And that has been true to date and I don’t foresee it really ever changing. From our client focus, we learn a lot and can make decisions on where we should grow, which is not always where we initially set out. Recently, we have been doing a lot of web design projects. Over the course of those projects, we started to pick up on a pattern: once the website was complete, our clients always asked, “What’s next?”

We played around with doing SEO and monthly web contracts for inbound marketing. It seemed like the next logical step, and it is sometimes, but only for businesses with large enough budgets. The problem is that those types of recurring arrangements rarely ever benefit, or make sense for small businesses. When you throw out a proposal for a $4,000 / month retainer, most small businesses run for the hills. This was a hard fact for us to swallow at first. We couldn’t believe that a majority of our small business clients weren’t responding, especially since the initial web design projects went so well. So, a big part of our growth has been finding and developing workable solutions to post web development for our small business clients, and the market in general.

Is that how EditPaste came into play?

Yeah, absolutely. EditPaste really was a play on “copy and paste” and intended to re-engage some of our–for a lack of a better term–sleepy clients. We wanted to make adding content, which is super important for marketing your website, simple. The idea came from us constantly banging our heads against a wall with post web development. The wall being the small business market that knows they need content, understand the value of quality content for their website, but do not want to go through the process of developing content. Basically, we found that most small businesses look at content like they look at art–as an investment. Like good art, they usually do not want to purchase content until it is tangible, something real that they can see and feel.

So, EditPaste provides custom, ready-made content for free?

Well, not exactly. Obviously, we are not in the business of giving content away (laughs). Our goal was simply to take the up-front risk in developing content out of the equation. Too many times, we heard the same sob stories…a lawyer trying to write an article in his downtime and never finishing because he was burnt out…an entrepreneur hiring a freelancer, then having to make countless edits to get the voice to fit her brand…Content is like any other investment. When it’s done right, it delivers an awesome return. When it isn’t done right, and it drags on forever, or isn’t utilized properly, it’s a waste of time and money. We provide awesome content, edited and ready to go to work. It doesn’t cost anything to start receiving the content, but when someone wants to use a piece, they purchase the exclusive rights, download it immediately, and use it any way they want.

What happens if someone doesn’t like the content you develop?

Well, that’s a bummer on our end (laughs). EditPaste subscribers are not obligated to purchase the content we develop. Our big selling point is “Buy content that you want, when you want it.” Our strategy is to develop quality content that sells though, not just for us, but for the small business, or business owner that buys our content. We are really putting our money where our mouth is, but we are willing to bank on ourselves. If we can’t prove what we say we are going to do, how could we expect anyone to pay us hourly, or keep us on retainer?

To offset the costs, do you have to price your content high?

That’s a good question. We weighed on this internally quite a bit. One question we asked ourselves was “Do we want to sell content? Or do we want to sell a content marketing solution to small businesses?” What we agreed on was the latter of the two. If we wanted to just sell content, we would have to sell a ton of it, or mark up our work like crazy, to be profitable. Neither of which would work. For one, there are plenty of content repositories out there–we call them content mills. They just pump out content like crazy, but there’s no real rhyme or reason to most of it. A lot of it is spun content too and not really unique, so there’s no real value, especially when SEO is the end goal. Also, there’s zero follow up. What happens to that busy lawyer who purchases an article? He’s probably not a WordPress expert, or a social media guru, or a PR pro. He has content now, but no way of getting it posted to his website and distributed to channels that deliver the return of investment he’s looking for.

Marking the work up doesn’t make sense either because it would then drive away the small business market that we were hoping to attract. To answer your question directly, we price our content at a fair rate. Every piece is a little different and is based on total development time. We track our time thoroughly. By providing awesome content, and posting and distribution services, we are hoping to demonstrate our abilities while helping scale the customer’s business. As an EditPaste user begins to implement their content, we can evaluate the performance and provide insights on what it is delivering. Not only does this give us an advantage against other content delivery services, but it puts us in a position where we can look to expand our involvement and develop custom offerings.

Give us a ballpark. What does an article cost?

If we’re talking strictly ballpark figures, our standard, text based articles are anywhere from $80-150, which is really at cost. Remember, this is for strategy, keyword and industry research, writing and editing, and all management. Again, we’re not looking to sell just articles, we’re selling a content marketing solution. EditPaste is not A to B, it’s A to Z.

We also do more than just written articles. White papers, infographics and explainer videos are in high-demand more than ever. When it makes sense, we’ll invest in these resources as well and price them the same way as our custom articles to account for our development costs.

What type of feedback have you received so far?

It’s all been extremely positive. I’m really excited for the future. We did a slow roll out to our existing clients to get feedback before going live and everyone was full gung-ho. It was actually a little overwhelming at first. We were kind of thinking, “Oh crap, how are we going to develop all of this content?” That’s not a bad problem to have!

From that initial roll out, we’ve stayed busy and have been refining our process to better suit the needs of our clients. One of our hot buttons has been on-boarding. We want to get as much info as we can before starting without being overly intrusive. It’s important to set expectations. We don’t want to assume anything. Another hot button has been visual representation of our strategies. In other words, why did we choose to develop a certain article. What keyword volumes and expected impressions can be expected if the content is utilized properly? To date, nobody has said this is stupid, Orpical, stop. I’ll take that as a good sign.

Quite possibly the best feedback we’ve received has been indirect from organic traffic. With zero marketing budget, other than a landing page and some spontaneous social sharing, we’ve had a natural flow of subscribers. The interest is international. I’ve spoken to people in the States, but also Australia, the United Kingdom, and parts of Asia. The industries are equally diverse. We’re in development for cloud hosting companies, travel agencies, educational institutions, and mixed martial arts. It’s pretty crazy!

What’s next on the docket? Where do you see EditPaste next year?

In a year, I see EditPaste as a self-sufficient component of the Orpical Flywheel. From how we on-board, to conceptualization, to content distribution, to defining when and where we involve our senior business consulting team members. I’m not going to be the only one developing this content (laughs). That would do us no good, and also be doing our client’s a disservice. We need a multitude of fresh voices with wide perspectives. That’s what people want and that’s what Google wants.

One thing I am really looking forward to is the development program that we are incorporating into our model. Kids that just come out of school, or those that still are in school, are battling the experience conundrum, where employers and hiring managers are looking for backgrounds that frankly do not exist. How do you get work experience if that’s a job requirement? I see EditPaste as a fun, but intensive training program that exposes aspiring marketing professionals to an entire ad agency work cycle. We’re not looking to help people become better writers–there are a lot of those out there. We’re looking to develop executives from the ground up.

Buying content for your website can be a really smart investment.

Depending on your skill level, you may not be able to create effective content on your own. And depending on your current schedule and resources, hiring someone may not be realistic or even financially feasible.

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Here are 5 signs you’re ready to for new content and where to go to lessen your work load and costs:

1. You just launched your website

Time to get rid of that Loren Ipsum that’s collecting virtual dust. When you build a website, there is often a sense of urgency to get it up as quick as humanly possible. This sometimes results in sacrifices when it comes to writing quality content. You knew you wanted to blog. And you knew that you needed to write that “how to” article, but design and development took priority.

2. You have a folder full of half-finished documents

Evernote. Google Docs. Word. Stickys. Pick your poison. Whatever you use to take down notes and harvest your head, it doesn’t matter. Over time, our desktops and the cloud become littered with “once upon a times”, aka the tomb of business relics. Free your stagnant ideas from purgatory.

3. You are tired of reviewing/editing work

Ever enjoy reading the same thing three different times, three different ways? Yea, we didn’t think so. Who in the world has the time to consider whether a sentence should use a colon or a dash? Reviewing and editing is important, but tedious and a poor use of your time. Buy ready-made articles for plug and play.

4. Your current content is stale

2012 was a pretty good year, but it was also five years ago. Remember KONY 2012? How relevant is that now exactly? Your website may look and function perfectly, but the context of your business has likely changed over the years. Relevancy is huge, especially when it comes to search and of course user retention. Making sure your website is fresh, with varying perspectives that match your business objectives is certainly a good thing.

5. Your business is growing

If you are ready to buy content for your website, chances are your business is growing. Like anything else, articles and content are investments. When researched, written, and distributed properly articles provide an effective and intriguing ROI opportunities. Beyond driving new, qualified traffic to generate leads and sales, well-written content can revitalize existing customers, and even support your operations and sales. Keep scaling your business, feed the beast.

What Next?

Even if you are just beginning to show early signs of content fatigue, it’s smart to evaluate different ways to buy articles for your website.

EditPaste by Orpical Group is rethinking content development. We provide ready-made, 100% custom content for you review. With no up-front costs or commitments, our search engine optimization experts and in-house content developers strategize, write, and edit quality content for your website.

Signing up is free and takes less than a minute. Once you sign up, an EditPaster will start sending content to you for your review. Only buy the content when you want, when you want it.

Need help posting an article you purchase to your website? Want to boost paid traffic to your new content? No problem, your EditPaster can assist with that as well. We will set up a secure environment to access what we need to share your content with the world.

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Avoid paying for content that you may not love. Sign up for EditPaste and only buy the content that you want, when you want it.


MARLTON, NJ (January 2, 2017) — Orpical Group, a full-service New Jersey marketing company is investing big in web content. To kick off Q1-2017, Orpical Group launched their new content development services hub called EditPaste.

EditPaste by Orpical Group offers busy business owners a way to buy unique, ready-made articles, infographics, and other media. Subscribers choose what type of website content they want, plus how often they would like to receive communication. From there, the makers of EditPaste will create and hand-deliver unique articles for search engine optimization (SEO) via email. Subscribers can then purchase the content they want customized for their business. In addition, they can add web posting, social media distribution, reporting and support for their purchased content upon checkout.

“The launch of EditPaste was a byproduct of listening to our clients that are small to mid-sized businesses,” said Stefan Schulz, Lead Product Developer of EditPaste. “We constantly heard stories of businesses getting burned by content developers for one reason or another. EditPaste eliminates the risk of investing in content by providing the end product up front. We’re putting our money where our mouth is and letting it talk for us.”

Schulz went on to emphasize the exclusivity of the content provided by EditPaste. “Good content is like art—the rarer it is, the more valuable. There is no commitment when signing up with EditPaste. You are not obligated to purchase anything. Though everything we create will be highly focused to increase search rankings to demonstrate a return-of-investment. Just remember, the content you do not claim could be the ticket to your competitor’s fame.”

Edward DuCoin, CEO, Orpical Group added: “We’re very excited to provide an innovative marketing solution which addresses a true need in the small business marketplace. Content is King and EditPaste is the King’s crown jewel.”

About EditPaste

EditPaste by Orpical Group is an improved way for busy business owners to buy articles for their website and blog. Simply sign up to join the EditPaste mailing list and receive engaging, targeted content delivered to your inbox each week. For more information on EditPaste, or to sign up to start receiving custom content, please visit www.orpical.com/editpaste/, or email Stefan Schulz at editpaste@orpical.com.

About Orpical Group

Orpical Group is a full-service marketing company. Based in New Jersey (NJ), we specialize in logo design, branding, web design and development, and internet marketing. Since 2012, we have helped our clients realize and sustain high levels of individual and organizational performance. We don’t believe in a one-size-fits-all marketing approach. We believe in our clients. And our clients believe in us because we are invested in success. For more information on Orpical Group and their marketing services, please contact us.