What to Consider Before Choosing a Writer

Content is king, and everyone who does business online needs content. So, what do you need to know before you choose a writer? This blog is very candid about the things clients need to know before they approach a writer.

The Goals of the Content 

It isn’t just a blog; it is a tool. You are designing a tool to do a set of jobs. So before you post a casting call or reach out to a writer, you need to know what that tool does. A blog library or content library begins with a strategy. Inside that strategy is the outline of jobs that content needs to do. In short, you are not just asking for a blog post, but you are requesting a writer to create a tool that meets a measurable set of outcomes. Here’s a closer look at how that works.

Pain Points 

Businesses have pain points as do the people who visit their sites. In terms of companies, a pain point is an objective, and that objective should come from data. For example, Sales drop every February, and that needs to change. February’s poor sales are the problem that you are trying to solve. A blog post or a series of blog posts might be one of the tools that you decide to use to uplift the rickety conversion that is your February Sales Stats. Woohoo, you’ve got an objective – find a writer. Hold up! You cannot just lay that goal at the feet of a writer and expect them to exceed your expectations.
What is missing is most of the “meat” of that tool. Without that added detail, the soup is going to be bland. Trust that many clients have done just that and then wonder why their content is not ranking. At this point, what you’ve created is a business objective, not content objectives.

Content Objectives 

Content objectives are goals that you want the content to achieve. The process of defining #contentobjectives follows the buyer’s journey. It involves asking questions that help to ultimately outline what you want a writer to do for you.

1. Who is the audience? Defining this allows the writer to understand the language values to use. That process involves things like readability, word style choices, etc. A blog that is too technical is not going to be read. A blog that is too vague does not impart value to the reader. Defining the audience helps to correct those #contenterrors.

2. Where in the Buyer’s Journey is the Reader? Is the reader a general internet searcher looking for necessary information about a problem they are trying to solve. A query for a generalist might be Flooring options for 2020. A question from someone looking for more in-depth information might be – Hardwood Flooring Options in Michigan. You’ve gone from all the flooring options to just hardwood flooring options, and that signals that the reader is looking for more in-depth information about hardwood floors. It can also be even more specific, such as Oak Hardwood Flooring. If you are a flooring installer and your February sales are down, then a series of blogs that help consumers find the right flooring options might help improve leads that convert to sales. The conversion is the next part of the buyer’s journey. How hard do you want the “sell” to be? We’re talking about call-to-action (CTA) – Buy Now, Schedule a Demo, Sign up for our Flooring Newsletter, etc. Do you even want a CTA? That is something you need to know before you present a writer with an order.

3. Where is the content being published? Is it going on your website, and will the writer need to match the voice to your brand? Is this a guest post, and if so, are their requirements for publication to this venue? Is this a social media post? “Where” is a question that needs defining before you pick a writer.

4. Are their Sale Cycle goals? The sale’s cycle is the business side of the buyer’s journey. Generally, each piece of content on your site should have buyer goals and sales goals. Sales goals revolve around moving a potential reader down the buyer’s journey. They are usually heavy in CTA’s, each designed for the buyer journey-level where the reader is. Think of them as doorways that allow a reader to move to a different part of the house.

5. Keywords and SEO – Unless you are paying for keyword and SEO services, you need to provide the keywords that you require, and it is helpful to offer optional keywords. You also need to give instructions for keyword usage, such as how many times the writer uses a keyword, wherein the content, keywords should go, and what to do about awkward keywords. Flooring Tampa.

6. Content Rules – How long should the content be? Should there be outbound links, inbound links, etc.?

7. Each of these points helps you define the goals of the content. When you have these in place, you can then begin to select a writer for the content. At the base level, the writer’s job should be only to create content. In more advanced writing relationships, the writer may do keyword research or help with SEO planning.  Remember that time is money, and the more time a good writer invests in a project, the more you pay.

Good content is king, but poorly organized content is a joke. The results of content – good or bad – show up in the analytics of your site.

Options that Improve Content

Learn more about the options WriterAccess offers that improves content performance and helps you develop positive writer/client relationships by reaching out to our team.

David S. is an experienced writer with a focus on small- and medium-sized businesses. He primarily creates SEO and marketing content for regular clients. He writes for web page designers, marketing companies, outdoor living clients, and pest control companies. His private clients include homestead/prepper magazines, marketing agencies, pest control companies, healthcare affiliates, outdoor living and construction companies, and gardening/nursery companies.

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