BUSINESS BLOGGING TIPS
How to Find the Best Article Writing Service for Your Brand
If you’re still on the fence about finding an article writing service providing article content writers that fit your future operations, look no farther than this quote regarding the need for the right content partner from Inc. magazine’s Jon Gelberg.
“When the content a brand creates is mediocre or worse, it makes a negative statement about such brand. Creating compelling content requires a specific skill set and most small companies don’t have that internal capacity.” Jon Gelberg, Inc. magazine
Today’s digital landscape is all about making a splash with your target audience – something that you can’t afford to put on the backburner. For those that fail on this front, don’t be surprised when you miss out on the following benefits that come with proper content marketing operations:
- Increased inbound traffic.
- Boosts in viewership that reach into the 90th percentile.
- Double the amount of leads you currently generate.
- Major jumps in conversion rates and sales.
- Organic growth and brand awareness.
To put it simply, no modern brand that’s truly serious about optimizing its online presence wants to watch any of these benefits – offered up Jomer Gregorio of Business 2 Community – slip through the cracks.
Social media followings, reach into other sectors of the marketplace, and postings on thought leadership websites (i.e. Relevance.com), are all signs of a healthy, successful, and capable content marketing organization. Abandoned domains, broken links, and general inactivity are usually cause for some serious concern.
Critique Any Available Work
Aside from doing a little digital detective work, Econsultancy’s Doug Kessler suggests spending some time critiquing any work from the service that you can get your hands on. A few key things to look for in these pieces of finished content include:
- Perspective – Is the content bland, or does it take a stance on an issue or topic?
- Authenticity – The article or post in question should leave you with a sense of certainty that the person on the other side of the screen is an expert on the subject in question.
- Professional Approach – Does the content come off as professional, or are you staring down grammar, syntax, and spelling errors?
- Designed with Promotion in Mind – At the end of day, this content should have strong ties to relevant products and services, all while avoiding the dreaded “salesy” tone and style.
Regardless of whether you come across this content in an openly available setting, or you ask for examples and excerpts during the initial discussions surrounding a potential collaboration, you’ll be happy you took the time now to ensure that the work of this service lives up to the hype.
Ask about Content Strategy
“…success really does depend on a sound strategy that takes into account things like personas, buying triggers and buying stages. If you know exactly where you’re aiming, your chances of hitting the target tend to increase.” – Doug Kessler, Econsultancy
Once the conversation is rolling, it’s imperative that you talk strategy with this potential content marketing expert. As both Kessler in the above quote and Craig Hodges of the Content Marketing Institute explain, having a game plan in mind is one of, if not the biggest keys to your content marketing success.
Nebulous ideas and loose viewpoints sound great coming from a trained salesman, but forcing the discussion into the particulars of the process can help ensure that you end up with the best article writing service on your side going forward. Should this team lay out a well-reasoned, strategically sound plan at your request that covers everything from development and promotion to feedback and optimization, then you’ll have another piece of evidence pointing you in the right direction.
Place an Emphasis on Data
The Internet is awash in data, so there’s no reason why your team of content marketing experts shouldn’t be leveraging this resource during each phase of the content creation process. As the team of experts over at Business 2 Community explain in a report on the subject, everything from audience trends, demographics, social activity, and purchasing habits are all fair game. Naturally, there is such a thing as “data overload,” but pinpointing the pieces that help tell your audience’s story and following in the footsteps of this information needs to be on your future team’s agenda.
Don’t Discount the “Feel” of the Situation
Finally, in another piece for the Content Marketing Institute, Craig Hodges suggests giving some credence to the “feel” of the arrangement. As subjective as it sounds, there’s definitely something to be said for a smooth working relationship. Simply put, being on different wave lengths in terms of content direction, poor communications, and other areas of friction can sink your content operation before it ever starts.
However, if you can find the right fit on this front, and you’ve spent some time putting the rest of what you’ve learned here to good use, then chances are you’re ready to truly capture the power held within content marketing. For any brand, this kind of outlook is well worth the time and effort that goes into properly vetting your content marketing options.
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.
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.