In 2020, most business owners know they need to create interesting, engaging content continuously to stay competitive. But the reality is that while actively managing a business, it’s easy to put off content creation. That would be a mistake, as creative, powerful content will help not only boost traffic to your site over time, but convert traffic into leads and sales. Enter: outsourcing.
While many business owners might feel wary of outsourcing content creation, this solution may be one to consider if:
Your company lacks the in-house capabilities to craft compelling content. Let’s face it, not every company can employ its own team of copywriters, and not all business owners have an enthusiasm for creating content, even if they are excited by their brand. Working with a freelance writer allows businesses to reap the benefits of professional writing without the fixed cost of a salaried employee. Partnerships can be created with trusted writers so that when the need arises, you have someone you can rely on to help tell your story effectively.
Time is of the essence. Stephen Covey, author of “The 7 Habits of Highly Effective People” said, “Most of us spend too much time on what is urgent, and not enough time on what is important." While you might have someone on staff who writes well and speaks the language of your company, these individuals are often overextended. Selecting a freelance writer who can pick up some content generation allows employees to focus on other marketing or strategic growth initiatives while content creation also gets done at a high level that will drive results.
You aren’t up to speed on SEO best practices. Even the best content will be a waste of effort without proper search engine optimization. SEO is vital in your company showing up in the search results for the right audience at the right time. Professional writers can help boost rankings and promote engagement, all while maintaining the quality you expect.
You don’t know how to promote yourself. Your website is often the first interaction with potential clients. It is a professional writer’s objective to create content that will give visitors a clear picture of who you are and the unique benefits your company offers, all leading to enhanced brand reputation and trust.
A company’s relationship with their freelance writer should be a partnership, where business owners or marketing teams work collaboratively with the writer to brainstorm effective methods and topics, and where the business offers supporting data and materials the writer needs to succeed. When done right, outsourcing content writing can help your business reach its strategic goals and objectives in a constantly changing landscape.
If you need help thinking through your content strategy, KE Butterfield can help. Reach out today!
Karen Butterfield is an award-winning communications professional specializing in B2B and B2C content creation, copywriting, as well as internal and external correspondence. She earned her Bachelor of Arts in Journalism from Webster University, St. Louis, in 2010 and then served in progressive roles at a community newspaper and publishing company. During her tenure as a reporter and editor, she earned more than a dozen state awards for writing and photography.