• BUSINESS BLOGGING TIPS

You’re Losing Sales, Leads If You Don’t Outsource Your Blog

By: David Tile| Founer @ Article-Writing.co
Posted On: September 11, 2014
Consider these two scenarios about generating content for social media marketing. It’s pretty easy to spot the common theme:

Company A is a social media and web design firm – and one of the best in the business. They really know how to increase a brand’s awareness through social media. That, in turn, has led to leads and sales for their clients. But they don’t blog.

Company B, meanwhile, is a small real estate agency. The Realtor there managed to weather the housing bubble storm and has a few support staffers, but, for the most part, she’s a one-man gang. Translation: her time is severely limited. So, while she has a clean, simple and highly informational web site, the one thing she doesn’t have is – you guessed it – a blog.

These days? Both companies outsource their blogging work to Article-Writing.Co. Since then, both have picked up new clients because of their new blog.

Your Time is Valuable

Lack of know-how. No money to hire a full-time writer or social media technician.

Those are two of the most common reasons you hear when a company explains why they don’t blog. Sure, the industry giants can easily afford to plop down $40K-plus to hire a content marketing genius or decorated blogger. But that’s not an option for most small- to mid-sized businesses.

However, that’s not the primary reason why people don’t blog. It’s time, or lack thereof, that’s holding them back, explains Noemi Tasarra-Twigg in a recent post for The Blog Herald.

Blogging “… takes a lot of time, skill, and commitment,” Tasarra-Twigg wrote. “However, the ‘time’ part is what a lot of people struggle with.”

And therein lies the problem.

“Your time is valuable and you should have a dollar amount assigned to it,” she wrote.

But blogging is still one of the most valuable components of your content marketing arsenal.

“Without blogging, it is difficult to build an ever-increasing amount of content to be discovered via search engines and shared via social,” Adam Singer, analytics advocate for Google, wrote in a recent blog post for ClickZ, “Why Blogging Still Matters: Data, Distribution, and Ownership of Content.”

 

Pinpoint Your Weaknesses

That’s why you should focus on what you do best: running your business – while allowing content marketing experts to focus on what they do best. It’s all about being honest with yourself, Tasarra-Twig says.

“… Almost anyone can make better use of their time, and that starts with pinpointing your weaknesses,” she wrote.

But time management, resources and the like aren’t the only reasons why you should consider outsourcing your blog work. Kristi Hines outlined seven reasons why all brands should contract out their content development in a recent blog post for Coworks.

A snapshot of those reasons include:

1. It costs less. Content marketing generates around three times more leads and costs more than 60 percent less than traditional marketing efforts, according to Demand Metric.

2. More than six in 10 companies outsource their content marketing.

3. More than 70 percent of big companies and more than 30 percent of small companies use both in-house and outsourced resources for their content, the Content Marketing Institute. This allows the in-house staff to focus on more in-depth content creation, such as eBooks and case studies.

4. More from the Content Marketing Institute. Over 60 percent of B2B marketers outsource their writing, more than half outsource their design, 30 percent outsource content distribution and a little more than 20 percent outsource their editing.

 

5. You can add more blog posts and content by hiring out freelancers. Take the first two examples mentioned at the beginning of this post. Neither company had much time to blog, so Article-Writing jumped in and started cranking out engaging, impact-driven content right away. More content means your site is more visible – and the more traffic you get, the more leads and sales you generate.

6. Outsourcing your blog posts allows you to cast a wider net by promoting your content. Article-Writing, for example, has a 64-point promotion checklist it goes through every time it publishes a blog. By heavily promoting all content, its clients immediately generate more traffic.

7. Blogging secures your position as a thought leader. Most CEOs don’t have the time to blog, or they’re simply not a good writer. But a freelancer can serve as a ghostwriter, publishing content on the CEO’s behalf, which helps build an authoritative reputation for that company, Hines explains.

Think of it this way: You wouldn’t want a heart surgeon putting out a house fire, nor would you want a fireman performing a major surgery. So why wouldn’t you want an expert to handle your blogging needs?

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.