There is no doubt that blogging is an extremely time-consuming job and, given that many businesses overlook it as an efficient lead generation tool, it often gets relegated to the bottom of the to-do list. Lord knows how many blogs I?ve stumbled upon which are either out of date or pumped full of thin, low-quality content just for the sake of posting content. This leaves all that hard work, previously invested in developing a readership, gone to waste as your prospects quickly migrate elsewhere.
So, if you?re struggling to find the time to create blog content or it simply isn?t generating leads for your business, now is the perfect time to consider outsourcing.
?Our employees are the best people to write our blog??
There are plenty of people who will tell you that your blog should ONLY ever be written by your own employees; that nobody else can truly understand the ins and outs of your business, your products or services like they do. Of course, that last bit is completely true but they are over-looking one crucial factor?
Your blog shouldn?t be about YOU
Yes, you read that right: your blog should not be about your business, products or services. The purpose of your blog should be to educate, entertain, provide solutions to your prospects? problems and build an audience for your brand. The idea is that the less self-promotional it is, the more it will be shared and re-tweeted ? thus increasing your audience reach.
Example: Say you are recruitment agency. Every part of your being tells you to write about how great your agency is, why candidates should register with you and why you?re different from other agencies etc. But, if you were a candidate, would you re-tweet and share those articles? If not, there is little point in publishing them in the first place.
What you should be writing is articles such as ?5 killer interview questions? or ?Top tips when starting a new job?. Many companies who successfully outsource their blog content are proof that solutions-based articles can most definitely be written by people who do not work for your company.
What value can out-sourcing add?
Other than the obvious benefit of freeing up your time, outsourcing to professional writers ? such as journalists ? can be extremely fruitful, as they are skilled at:
- Keeping on top of industry news to ensure your blog is topical
- Writing commercially-neutral, SEO-optimised, highly-shareable content
- Constantly developing new angles for your content
- Writing content which generates leads and underpins your overall marketing strategy
Why not have a mix of both?
Of course, I?m not saying that you should completely outsource your blog, never again to type a word yourself: a mix of content written in-house and outsourced content can provide the perfect balance to your blog. Why not ask your employees to write chattier pieces that allow the personality of your brand to shine through, leaving your outsourced blogging partner to provide you with a regular supply of ?news/research/top tips/how-to? style pieces? This will ensure that your blog is constantly updated and will help generate more leads for your business.
How to choose a blogging partner
Tune in next week when we?ll be exploring what things to look for and what questions to ask when choosing a blogging partner. Getting this part right will be key to your success!
Source: http://www.business2community.com/blogging/need-content-for-your-blog-why-not-outsource-0139268
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