Perhaps the biggest challenge in creating a company blog is the realization that it is a big responsibility. Developing an effective blog is not something you can do when time allows. To be effective a blog has to be well written, valuable to the readership, and posted on a regular schedule, not sporadically.
Blog writing is hard work. It takes time and effort to write high-quality posts on a regular basis. Because marketers are so busy, more and more are outsourcing their blog writing. That makes perfect sense, but there are a few things to consider before hiring someone to do your blog writing, specifically:
- Have a specific business goal for your blog so you’ll know if you’ve been successful and, just as important, your blog writer will know why he or she is writing. If the goal is to increase traffic, for example, to your website a good writer will incorporate your keywords into their titles and copy so the search engines can easily find your site.
- Similarly, to be an effective SEO tactic and drive more traffic to your website you should blog a minimum of four times a month, such as every Monday. Many digital marketers insist that you need to post at least three times each week to be effective. The truth is the more the better.
- Hire someone who is already familiar with your industry and its lingo. Every industry has jargon, common terms with specific meaning that differs from Webster’s definition. In addition, someone with relevant industry experience will know the proper style and tone of your company and your target audience.
- Your job is to be Chief Editor. No matter how qualified the writer, you still need to take ownership for every post. I encourage my clients to edit everything I write because I want the words in their blog to be their own. Besides, it’s easier to edit than it is to create so think of your blog writer’s job as completing 95% of your post so, in 5-10 minutes, you can finish and approve it for posting.
- Hire the best. Blog writing talent is not expensive. There are a lot of agencies, freelance writers and out of work marketers who would love an opportunity to write regularly. Before you hire someone, however, review multiple writing samples and ask for references. You are, in effect, hiring someone to represent your company with words that, once posted, will live forever in the ether, so take your time and hire the best available person.
- Expect to pay from $50.00 to $250.00 for 150 to 350 well-written words. The cost range has to do with the writer’s qualification, skill, specific industry knowledge, and the kind of content you require.
Blogging is a great way to get your name out, increase traffic to your website, become a thought leader in your industry and accomplish other, equally important, business goals.
Outsourcing your blog writing is a great way to accomplish serious business objectives and increase your productivity. Feel free to contact me if you’d like to discuss the risks and rewards in more detail.