Marketing guru and author Seth Godin famously said "Content marketing is the only marketing left." His simple point was that the transition to the digital age has changed the way marketing works. No longer do you reach your audience on your terms. Instead, you generate expert content and share it with prospects at the right time and place.
The challenge for typical small-business operators is that they do not have the time or energy to build content for their website, blog or external placements. You do not have to throw your hands up and avoid the practical requirement that you produce content, though. Instead, hire a writer who balances industry expertise with professional writing abilities.
One reason you need content is to achieve prominent positions in search engines. Consumers conduct over four billion Internet searches a day. Over 90 percent of online buying activity begins with a search. You have no shot, especially against the big names in your industry, if you do not have content available when the searching takes place.
Companies build search engine-friendly content into their websites. They also write blogs on relevant industry topics. These blogs not only have search engine potential, they help prove your credibility and authority to readers. Credibility and trust lead customers to your website, products and services.
Companies also place content on third-party websites, blogs, and directories. The point is to have forwarder search reach, and to connect your content with other sites, blogs and resources that support your reputation as an industry expert. You might find a blog partner that allows you to submit a guest post, for instance. A link at the bottom of the post or a simple brand name inclusion generates exposure.
Operating an online business or website and not engaging in content marketing is akin to setting up a storefront and hanging out until your customers show up. This strategy, or lack thereof, rarely works. Instead, you need to produce or buy expert-level content, place it on your own site and blog, and distribute it through the web.
As you evaluate a professional content writing service or writer, look for relevant industry or topical writing experience. Ask for links to online writing samples. Assess the level of engagement, writing quality, voice, credibility and cohesiveness in each article. These factors impact the effectiveness in obtaining readers to pay attention and respond to articles.
After you find a writer that meets your standards for content, communicate openly. Let the provider know your goals, standards and guidelines to avoid frustration on both sides. Build a strong relationship with a writer that you trust and he will develop a sense of ownership towards your brand.
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