The way businesses market their businesses is maturing every day. Content is the undisputed king of online marketing. Instead of simply bombarding audiences with sales messages, companies are now advised that producing interesting, engaging content is more likely to gain traction with potential customers. Outsourcing your blog can help you to do that.
Blogging started out as a mode of do-it-yourself publishing for enthusiasts keen to share their passions with the world. But it’s now part of the digital marketing armoury for the majority businesses that are serious about building their online presence.
Blogs are a simple and cheap way to distribute quality content intended to interest the reader, pulling in traffic and marketing your company. And for many businesses, outsourcing keeps the blog ticking over.
Some business owners can be sceptical about the need to hire someone to write blogs for them. One of the most common misconceptions we hear is that the blog should be written by the business owner if it will truly reflect the ‘voice’ of a brand. Some businesses are concerned that third party content writers will struggle to write with authenticity, or will lack specialist knowledge. This is particularly true with IT blogging, where many content writers arguably don’t have the right technical background.
There are many compelling reasons why outsourcing your blog makes good business sense. Here are the key things to consider when making a decision.
Outsourcing Your Blog Makes Sense: Here’s Why
Even if you are confident about your ability to string a sentence or two together, keeping a blog up-to-date sounds easier than it proves in practice.
Here are four reasons why outsourcing your blog makes sense for all but the most determined to go it alone.
Creating the Right Impression
A blog is a window into your world for thousands of potential customers. What they read will significantly influence their opinion of your company. Coming across as professional and knowledgeable is essential, so spelling, grammar and punctuation need to be checked, as does the factual accuracy of what you write.
But to really stand out and grab the reader’s attention, you want your blog to have an added X-factor that is hard to define and even harder to achieve. This is where a professional, trained writer can really add value to your blog. A lively, engaging style is something writers develop through experience, and is what transforms good ideas into sparkling content.
Maximising SEO Opportunities
A well-written blog is a great way to get people returning to your website because they are interested in what you have to say. But it is also a great way to attract new visitors by pushing you up the search engine rankings.
Having a regular supply of fresh content on your site helps, but including key search terms relevant to your business is even better. The trick is using these terms in a natural way which doesn’t spoil the quality of the writing.
Keyword stuffing can get your site penalised by Google, so this is a skill worth paying a professional writer for.
Utilising Research Skills
Some freelance blog writers specialise in specific topics, which has its own obvious value. Writers with a certain area of expertise not only know their subject inside out, they also have their finger on the pulse of the latest developments and trends, and how to find out about them.
Equally, writers with a background in journalism, academia or other professional writing disciplines will have been trained in how to research a topic thoroughly. The ability to learn about any topic so they can write about it as an expert is part and parcel of the skillset they offer.
Freeing Up Your Time
By the time you add up research, drafting, editing and proofreading, writing a good blog is a time-consuming task. When you have to repeat that process every week or so, it becomes a considerable commitment.
Many business blogs are started in-house, with the best of intentions, only to start to dwindle in regularity when the demands on the writer’s precious time really starts to bite.
When you outsource your blog to a company like ours, you ensure a blog is written and delivered with mechanical regularity, while your time is free to focus on other areas of your business.
The Next Step: Finding the Right Writer
This article has explained why outsourcing makes sense. In the next article, we’ll look at ways to find the perfect content writer for your niche.