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?