Most people think they are good writers. Even those who are correct, though, rarely have the skills or background necessary to create the kind of engaging, in-depth content that builds your online brand, drives traffic to your site, and helps establish you as a thought leader in your industry. Custom writing of that sort requires not just stellar writing. It requires a thorough understanding of SEO, marketing, research, as well as what type of content inspires readers to click Share.
Why Hire an Expert?
Does a business owner need to know how to perform every job in the organization? Does an employee in Accounting need to know how to service a fleet of vehicles? Does the mechanic need to understand sales reports? The answer to each question is, of course, "No."
Creating custom Web content is an interesting combination of old-school marketing and a constantly evolving new medium. In the early days, content marketing wasn't much more than random "articles" stuffed full of targeted keywords (commonly referred to as keyword stuffing), designed solely to bring people to a site.
Today, these methods don't work. The big search engines made changes to their algorithms, changes that take the value of the content itself into account, along with a variety of other factors. Professional content creators understand what it takes to build your site's presence and increase its rating on Google.
Content That Engages Your Readers
Your content must be customized for your industry, as well as for your target audience. If you consistently provide your users valuable articles and blog posts, they reward you with action. Maybe they buy your product; perhaps they tweet or "like" your posts. Likely, they do both.
The right content provider carefully researches your industry to understand your users, both what they search for and what they hope to find on your site. This data provides the keyword phrases that help the content developer choose the subject for your article. After performing his or her own research into the subject, the writer includes these keywords in the piece, but in an organic, natural way (nothing like the old days of keyword stuffing). The result is a piece that satisfies the search engines' algorithms, as well as the readers' desire for valuable content.
Over time, your site's traffic grows, as does its Google ranking. The top-notch content you provide users increases your reputation as a thought leader in your industry, further improving your ranking. Other blogs begin linking to your articles, and readers share your content on social media. Again, this improves your ranking. In addition, it all begins with high-quality, engaging content.
What Makes Good Content?
Your site needs a good mixture of article types, with evergreen content anchoring the lot. What is evergreen content? It takes a variety of formats, but in essence, evergreen content remains relevant years after you originally post it to your site. The most common types of sustainable content include How To articles, the always-popular listicle, and tips pieces. Informational articles and product reviews also fit the bill; just don't include variable data, such as pricing.
To be truly evergreen, your focus must be narrow. For example, which title feels more valuable: "Advice for Buying a House" or "Five Things I Wish I Knew Before Buying My First House"? That first piece probably has some good information about buying a house, but the second title is the one that grabs the reader's attention and draws him or her into your site.
This doesn't mean that non-evergreen content has no value for your site. If you're in the tech industry and don't write about the latest developments, even if your piece only has a shelf life of a few months, you're failing your audience. The same goes for holiday-themed pieces and other seasonal content. Remember, evergreen content should anchor your site, not dominate it. A professional content creator knows this.
Know Your Audience
Custom writing is for an audience of one. This reflects back to the advice to narrow your focus. Obviously, this does not mean to expect only one person to read the article. Rather, it means that a good writer forms a picture of the person typing those keywords into Google, and then writes for that particular person.
This requires an understanding of your industry, your competitors, and, of course, your users. The same research used to determine the focus of your article also informs this understanding of its reader. In addition, your content strategist should work with you to better understand your audience and help you develop an effective content marketing strategy.
If you have the requisite knowledge and writing skills necessary to create your own custom content, you're on your way to a growing your brand and increasing traffic to your site. If, however, you feel that your time is better spent elsewhere and you prefer to hire an expert content provider, you've come to the right place (no pun intended).
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