Content Marketing, Customer Relationship Management

5 Advantages & Tips for Purchasing Content

This week, we asked our visitors using Zoomerang if they would ever buy content to supplement their blog or website:

  • 30% said Never! That’s not authentic!
  • 30% said they might purchase some research or data
  • 40% said they would buy content

While I understand hesitation to purchasing external content, we’ve seen some great results with our clients at DK New Media. Sometimes, it’s best to think of purchasing external content as hiring a contractor. Would you hire someone to help you with your Pay Per Click (PPC) Campaign? Then why wouldn’t you hire someone to help you get the most out of your content? Here’s some advantages and tips when using external content:

1. Purchased content saves you time!

Most of us are inundated with emails, projects, and other marketing goals during the work day. By outsourcing content, it gives you the opportunity to focus on your other duties and goals as a marketer. Furthermore, in our experience, the turnaround on content is exceptionally fast, and better yet, saves you from taking the time to research certain topics, which can take longer than actually writing the blog post or content!

2. Purchased content should be optimized for search.

One of the major goals of content is to help you with your search engine optimization efforts. Most outsourced content writers have a simple, if not advanced, understanding of keyword placement, simple site optimization, and relevant meta tags. Having well-written, keyword-rich content on your blog or website goes a long way in reaching your search goals.

*I would recommend when you are looking for content writers to make sure that SEO understanding is a part of their service. Keep in mind that you should be prepared to supply your targeted keywords to content writers to ensure search quality content.

3. Set clear expectations when purchasing content.

When you are looking for a copywriter, make sure that you are clear about your expectations and what kind of content you want on your site. Also, be as detailed as possible when communicating with them. If you expect to have your blog posts submitted by 5 p.m. on Friday, then set that expectation. If you want your content to be objective instead of subjective, make sure that is clear as well.

There are also different levels of content. Make sure when you are speaking with content writers that you are clear on the level of quality you are expecting depending on your readership.

4. Provide feedback on every piece of content you purchase.

Even the smallest changes can mean a world of difference. When a content writer submits a post for your review, make sure to send back your changes when you’re done so that they can review and see what you changed. For example, you might prefer bullet points while the content writer has been using dashes. Or if you don’t like when content uses the words “you” or “I,” let them know.

5. Provide content writers with access to reporting.

As content is populated on your site, provide your content writers with measurement statistics and analytics on each piece of content they provided. Sometimes, the easiest way to tell a content writer which piece of content was their best is showing them the results. This way, they can revisit the content they provided and see how they can encompass the format or writing style into their next pieces.

Even if you are hesitant, take the plunge! You never know until your try, right?

4 Comments

  1. 1

    Someone pointed out to me something once… and it totally changed my mind.  

    President Obama has a speech writer.  The president is probably one of the best speakers we’ve had in history – inspiring, thoughtful and rarely boring. I don’t think any less of his speeches knowing that someone else wrote the words.  I still believe them to be his.  I think that’s what great content writers do… they’re able to capture the essence of the company or the individual and do a better job sharing them.  The only time it’s not authentic is when you don’t actually believe what they said or they misrepresent you… but that’s your responsibility to ensure it doesn’t happen!Great post, Jenn!

  2. 2

    Hi Jenn,
    I’ve just come across your blog and was interested in your results as someone who writes blogs for other organisations! I’m surprised that so many people wouldn’t consider paying for content, perhaps they are thinking about personal rather than corporate blogs. 
    Hopefully between us we can convince people that it’s ok, and actually a pretty good idea, to get someone else to write your blog for you!
    I look forward to following your posts.
    Sally.

    • 3

      Thank you for your comment, Sally! I was actually surprised that more people weren’t resistant towards external content given the conversations that I’ve had over the past year or so. As a personal blogger, I wouldn’t outsource content for my own personal blog (just because I would rather spend the time to developing that content), but for more corporate or business blogs, I see no problem with it. I actually support it. 

      And like Doug said, there are tons of real world examples where copywriters are in the background. If you’re ok with those, then why wouldn’t you be ok with this? Thank you again!

  3. 4

    Hey Jenn,

    Although this is an old post, I figured to chime in anyway. I totally agree with buying content from external sources. Over the years I built a really nice team of internal writers that I can always rely on for exceptional content. But when they are overloaded, I have to use an external content source to pick up the slack! The problem was finding a place to purchase content that I felt was up to my standards because I’m a content control freak! I used almost every source you can think of and tossed most of them to the side for various reasons. For past last year, I settled on LPA (LowPriceArticles.com). LPA is the best bang for the buck I could find. Quick turnaround on my orders and the quality is exceptionally good for the price. I order roughly 200 articles per month from them and only had to send a few back for revisions. Are you going to get thesis type articles from them? Nope. But for what I need, it works for me.

    -Joshua-

Leave a Reply