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
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.