Even if you know that posting frequent, high-quality blog content is essential for a successful online marketing strategy, you might still not have the time and expertise to get the job done. Either your content suffers or your consistency fails, and you lag behind your competition. It should ease your mind that others have been there and solved the problem, whether they hire an in-house writer or outsource for blog writing services. If you’re inclined to go with a service, making the right choice is critical to your success. There are a few things you should look for when trying to find a blog writing service for your company, so make sure to do the leg work and make it happen.
Make sure the firm knows your target audience.
Well-run agencies start from the position of understanding their readership, including what they’re buying and why they need it. Your potential customers are looking for relevant, timely information they need to make business decisions, and it’s the job of your marketing firm to know where and when they need to deliver this content. Ask about the process they go through for developing buyer personas to see how well they research their target audience.
Look for blog writing services that can anticipate questions and respond.
The best blog writers are those that put themselves in the shoes of their audience and think about the questions the audience will have while reading a piece of material. They’ll then develop their content around responding to these questions, even before the reader asks. Great bloggers formulate thorough, thoughtful answers that leave the audience wanting to click through.
Go for a firm that knows how to optimize content for SEO.
A high ranking on the search engine results pages isn’t your primary goal, but the best content marketing services do utilize SEO principles when developing content. It doesn’t matter if they’ve created excellent blog material, your prospects won’t find it if it doesn’t include the keywords and phrases they’re looking for.
Hire the best blog writing service that you can afford.
Considering their importance to your online presence, lead generation and attracting website traffic, your blogging approach is not the place to skimp on cost. Have a good look at your budget, revenue and gross profits to see how much you can afford. As a word of advice, you should invest more of your budget if you’re a start up company compared to one that’s been doing business awhile. If it hurts to get out that checkbook, keep in mind that online marketing has much more potential and better ROI than old school advertising.
Find out if the agency can blog about issues in your industry.
When it comes to hiring a blog writing firm, you’re looking for depth, not breadth. If they tell you they write about any topic in any industry, this is an indication that they’re not great in any single area. Your target audience is increasingly sophisticated and will be conducting a significant amount of research online before making purchasing decisions: They’ll know if the information on your blog is hard-hitting or generic. To figure out whether an agency is dedicated to your field, ask about their subscriptions to industry publications and professional affiliations.
Choose an agency staffed with native English speakers.
One way many companies believe they can save on advertising dollars is by hiring offshore blog writing services to handle their writing. After all, having access to cheap writing labor can certainly allow you to post blog material frequently and improve your SEO. However, quantity is worth very little when the quality of writing suffers. As much as they may try to master the English language, non-native speakers aren’t familiar with certain nuances and industry slang. Your readers can tell when you’ve hired offshore to save a few bucks and they’ll lose respect.
This is just the short list of what you should look for once you’ve decided to hire an agency to manage your blog. There are other things to consider, and you’ve always got to keep your budget in mind. What are your thoughts? Are you happy with your company’s blog writing services? What would you change?