5 Mistakes to Avoid When Seeking a Writing Service

By: David Tile| Founer @ Article-Writing.co
Posted On: July 08, 2014
You’ve finally decided to hop onto the content marketing bandwagon and will spend some money to shore up the copy on your website and for writing social media content.
After all, you’re not a writer, nor do you have a writer on staff. So, you decide to outsource your content. Pretty soon, you’re in the midst of interviewing content firms, and, one month and dozens of interviews later, you decide to hire someone.

When it comes to looking for article writing services, picking the right company is easier said than done. On the one hand, you could simply hire a single freelancer (or dozens). But writers can be an aloof bunch, more like herding cats, and you don’t have time for that. That’s why you went with a writing service to begin with.


But within weeks, you soon find out that you picked the wrong company. Deadlines come and go without any content. The content itself isn’t very good, with punctuation and grammar errors, bad topics and the tone/style is all wrong. And keywords? If they’re using any, they’re certainly not leading to an uptick in traffic.

You just picked the wrong firm to work with. Before you make the aforementioned mistakes, consider these common mistakes when looking for article writing services:

1)      They’re cheap: Remember the adage, “You get what you pay for?” Well, that applies here, too. Even the word “cheap” comes with convicting language. Instead, you need to pick a company that’s the best mix of experience, results and price, as Bryan Lovgren of the Pintetop Group says.

2)      They miss deadlines: Don’t just ask them if they meet all deadlines (they’ll tell you “yes”). Instead, if you found them on a job platform like Elance, carefully read through all reviews. If they have customer testimonials on their site that includes the names of their satisfied clients, talk to those clients (you might consider letting your potential writing firm know you’re going to do that first).

3)      There’s no method to the madness: Ask about their process. How do they onboard new clients? What’s the process from client to writing firm to writer, then back to the client? If they don’t have a clear answer for you, then that likely means they’re winging it every time they pick up a new client.

4)      The writing is bad: Don’t just ask for some random samples. Instead, ask if the potential writing firm is comfortable showing off some random stories, even something that hasn’t been edited. Remember, when someone shows you a clip, he or she is showing you their best work, not necessarily something that’s typical day-to-day.

5)      They don’t have the resources or expertise to handle your brand: If you’re an IT company, for example, ask if they have anyone with experience writing about the industry, then ask for some recent samples (see above point). It doesn’t matter if the company has five writers or 500; if the writing doesn’t fit your brand or doesn’t read like it was written by an “expert,” then that writing firm isn’t a good fit for you.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.