About - The Content Experiment

Without the right strategy, you’re just spinning your wheels and not making any traction.

With the right strategy, you can target the right audience. That means your business grows and you’re fulfilled—spiritually and financially.

That’s where we come in.

We put the strategy in your content. The pow in your message. The structure in your communication. So you can bring in the right clients, at the right price.


While we love kicking out email copy and blog posts, we get the most pleasure from diving deep into your business to figure out exactly what content you need to move forward.

And, yes, that means coming up with the ideas (with your input, of course) and creating the plan to make it happen.


Whether you hire us to create and implement for you, your content writer takes the strategy and runs with it or you want to write your content yourself, we’re here to support. If you’re taking on your own content creation, we offer content coaching and DIY courses so you can get it all done. No one should have to go through their business journey without the right support team by their side.

Find out more about how you can work with me, and let’s get started!

What Makes Us Different

We’re action-takers over here. We don’t hem and haw over decisions, because hemming and hawing doesn’t produce results. Action does. While it’s important to come from a place of being authentic and what feels right, mulling over decisions for weeks on end isn’t going to get things done.

Let’s get it done!

We also firmly believe that everyone has their own journey and space in business. No two businesses are the same, just like no two business owners have the same goals. We believe in finding what works for you and running with it (there’s that action again), not repurposing content ideas that someone else in your industry might be using (ick).


Abby Herman, Founder and CEO

Abby founded The Content Experiment (formerly Write Solutions) in 2007 while working full time as a teacher. She’s your lead strategist, writer and speaker on all things content strategy and development.

Abby has been a Phoenix resident for most of her life and has worked in public relations, as an elementary teacher and librarian. One thing led to another and she’s been running an iteration of this business full time since 2013.

When she’s not in her home office doing the work she loves, you can find her on a long hike, cooking something healthy in the kitchen or curled up with a good book.


Maddy Reynolds, Operations Manager

Maddy is your go-to resource for everything you need behind the scenes. She manages all our projects and ensures they’re running smoothly and she’s probably the one making sure your blog, podcasts and emails are out on time. She’s the right arm of the business, truly!

Maddy is a Phoenix native who has been in the customer service and management industry for several years. One of her favorite things about working with clients is facing new challenges while building strong relationships and delivering exceptional experiences. When she’s not busy with that, she enjoys baking, going to the gym, and belting out musical theater tunes like she’s the next American Idol.


Frequently Asked Questions

Why did you make a shift in your business?

In early 2017, I started to really hone in on the fact that while many business owners are writing their own content, they’re not consistent. And after diving deeper, I discovered that they’re not consistent because they don’t know what they should be creating—or when—or where. That’s a problem.

While I’ve always tried to dive into strategy with my blogging and website clients, it was never built into my pricing structure. As a result, there was only so much I could do for them. But I wanted to help, because creating content just for the sake of creating content is a recipe for stalling out.

Because I love structure, planning and lists (just ask my ex-husband about that!), I knew I could help my clients so much more than I already was. I created my content creation program, Race to Summer Break, in the spring of 2017 to help business owners get more consistent with their content. And that’s when I really knew I was destined to teach business owners how to create the right strategy for where they were in business. I put my teaching hat back on, and that’s where I am today!

What's content marketing?

Content is everywhere: On television, the radio, the magazines you pick up near the cashier in the grocery store. For business owners, content is our lifeblood. It’s what we use to market our businesses to others so we can succeed. In short, content marketing is sharing content in various forms to reach a targeted group of people so we can generate interest in our products or services.

Content marketing is not sales copy. It’s also not designed to promote or sell a specific product or service in an obvious way (but content marketing done right often does result in more followers and more sales).

What's a content strategist?

Well, of course you can do it yourself. But is that why you went into business? (I sure didn’t go into business so I could balance my books every month—which is why I hire out that task. I mean, there are things that we’re just not good at. I’m not good at numbers.)

Not only does adding a content strategist to your team take one more thing off your plate, it also allows you a fresh perspective and new ideas. You’ll have the benefit of working with someone who knows current best practices when it comes to content and what is (and isn’t) best for your business.

Why can't I create my strategy myself?

Think about it: How often to you pull out your tablet, cell phone or computer to find a great place to eat or a repairman for the broken air conditioner? Personally, my phone is the first place I go when I’m out and about and my computer is my go-to resource when I’m at home. Recommendations from friends and family matter too, but I will always check out a company online before I go with it. (I mean, I need to know what I’m going to order before I get there. Sheesh!)

At any rate, the Internet is here to stay, whether you’re a regular user or not. Same with social media. Just because you’re not on Facebook or LinkedIn doesn’t mean that your ideal customer isn’t looking for you there. So be there, and return often to keep your customers talking about you.

Doesn't my copywriter handle the strategy behind my copy?

That depends. Have you asked her if she does?

All kidding aside, most copywriters do just that—write copy. They’ll work with you on topic ideas and offer some great suggestions and insight. But unless the copywriter has her hand in all the content (we’re talking blogs, social posts, nurturing emails, launch copy, opt-ins, social ads, video, guest blogs, etc.), you’re likely not getting the strategy you need.

Chances are, an outside perspective is exactly what you need to make sure everything works together. And a strategy can help your copywriter work that much more successfully.

What type of clients do you work with?

“Anyone who needs help upping their game in the online space.” No, not really.

I serve two different types of clients: Those who want to play their hand at DIYing their online copy and those who need some help creating a strategy to get the biggest bang for their buck.

The strategy clients I serve best are female, service-based business owners who are ready to make big changes and are open to new ideas. They’re ready to bust their butts to crate the content they need to move their businesses forward, or hire a copywriter to do it for them. They’re receptive to change, good communicators and will respect my time and expertise—just like I’ll respect theirs.

Why do you offer different lengths of content strategy packages?

Content strategy is not a one-and-done event. It’s a process. Your business is constantly shifting and changing, and your content strategy should be flexible to change alongside it. All my strategy packages include ongoing, 1:1 support from me. But because I know that it’s hard to make a big, long-term investment, I want you to have the opportunity to try me out for a few months to start. If you’re nervous about making a big commitment, let’s work together for three or six months first. I’m willing to bet you’ll come back for more.

What makes you different from the next strategist?

Well, I’m way more fun, of course! All kidding aside, I have a background in public relations and education, which means I know how to market, how to write and how to teach you what you need to know to be successful.

I’ve also been in business for 10 years, so I’ve been around the block a few times. No offense to the 20-somethings, but I’m not a 20-something. Or a 30-something, for that matter. (Not that there’s anything wrong with that…) I’d like to think that my experience gives me a bit of wisdom and personality (and maybe a few extra grey hairs).

I see you offer DIY copywriting resources. Can I really DIY my copy?

Yes, and no. Not everyone is a born writer, and not everyone is meant to write their own copy. And that’s okay. I’m definitely not born to handle my own accounting. True story. My sister stole all the math genes before I was born.

If you have a love of writing and a good handle on the English language, then there’s no reason why you can’t write your own copy. That said, there are best practices and “rules” that you should be aware of before you get started. That doesn’t mean you need to follow them all, but you should be aware of what might work for your business and what you can probably ignore.

So, yes, if you’re up for it—by all means, write your own copy. I have the programs that can help guide you along the way. But if crafting the copy that sells you and your services isn’t something that excites you, then it’s probably better to hire a copywriter. Need a referral? Just ask! I know a number of copywriters that would probably be perfect for your brand.

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