Can Someone Outside My Company Write Blogs for My Website?
For small business owners, the challenge of maintaining a high-traffic, SEO-optimised website with fresh, valuable content is a daunting one. Content is king, and in the digital marketing age, quality, and relevance are essential not just for attracting visitors but also for converting them into clients. Yet, the question remains for many proprietors and self-employed professionals—can someone outside my company write blogs for my website? In this post, we'll break down the benefits, intricacies, and best practices of outsourcing blog content, ensuring that every word on your website works as hard as you do.
The Outsourcing Conundrum
Outsourcing blog content is a cost-effective solution for businesses that lack the time or in-house expertise to continually produce fresh, targeted material. The debate often centres on quality versus cost, but with careful selection and an effective management approach, the 'outsourced' blog can be just as bespoke to your brand as anything written by an in-house team member.
The Pros and Cons
Pros: External writers can bring a new perspective, voice, and expertise to your content strategy. They also allow for scaling your output when a consistent content schedule is a priority.
Cons: Miscommunication can lead to content that feels detached from your brand's ethos. There's also the risk of poorly researched, low-quality work from inexperienced freelancers.
Expertise in Every Sentence
A professional blog writer is more than just a wordsmith; they're a researcher, strategist, and brand ambassador rolled into one. The value of a skilled outsider comes from their ability to craft compelling narratives around your business’s niche, leveraging their writing prowess to engage your audience.
Engaging Strategies
Expert writers know that blogs are a tool for both storytelling and SEO. They understand the nuances of formatting for web-based reading, incorporating keywords naturally, and avoiding the common pitfalls that can relegate your content to the SEO sidelines.
Success Stories and Case Studies
The proof, as they say, is in the pudding. Countless businesses have leveraged the power of outsourced blog content to vastly improve their website's traffic, enhance their SEO ranking, and build a loyal readership. Real-life examples can illuminate the sometimes murky benefits, showing just how impactful a well-written blog can be.
Return on Investment
For a self-employed individual or small business, the return on investment for outsourcing blog content can often outweigh the initial cost. By analysing specific metrics such as bounce rates, time on page, and lead conversion, it’s possible to measure the tangible benefits of a professional blog strategy.
Practical Steps to Outsourcing
With the decision to outsource made, the next question is, 'How?' Practical steps from finding the right talent to managing the ongoing relationship are crucial for ensuring a successful content strategy that resonates with your brand.
Finding the Right Fit
Begin with a robust vetting process that considers writing samples, industry knowledge, and the ability to match your brand's style. Platforms such as Upwork, Freelancer, and professional writing agencies can be goldmines of talent if approached correctly.
Building a Relationship
Clear, open communication is the foundation of a good working relationship. Establishing expectations, deadlines, and deliverables early can prevent issues down the line.
Ongoing Management
Regular feedback, quality checks, and a willingness to adapt are essential for maintaining a high-quality blog that speaks to your audience. Regular updates on brand messages and changes should also be part of the management process.
Beyond Words
Outsourcing blog writing isn't just about filling a page on your website—it's about engaging your audience and upholding your brand image. In our content-saturated world, standing out means delivering a consistent, high-quality message with a voice that's unmistakably yours.
Maintaining a Unified Voice
An effective content strategy hinges on the ability to retain a unified corporate voice across all platforms. This is especially tricky when utilising external writers. However, clear brand guidelines and regular training can help bridge the gap and ensure that every blog post feels like it came from a single, authoritative source.
Crafting the Perfect Post
The ultimate goal of outsourcing your blog writing is to create content that's share-worthy, searchable, and ultimately, profitable. With the right direction, a skilled writer can produce compelling posts that attract attention and further your business goals.
The SEO Factor
While keyword stuffing is a relic of a less sophisticated internet era, SEO remains critical. The right keywords, used in the right places, can boost your post's visibility without detracting from its value as an engaging piece of content.
Social Media Integration
A well-written blog can serve as the linchpin of a broader social media strategy. When choosing a writer, look for someone who understands social media integration, and the best practice for making your content shareable across platforms.
In Summary
Outsourcing blog writing is not about relinquishing control—it's about expanding your content reach and strengthening your online presence. For small business owners and the self-employed, it can be a game-changer, allowing you to focus on growing your business while experts handle your digital voice.
By carefully considering the advantages and disadvantages, seeking out expertise, exploring case studies, and employing practical management strategies, any business can harness the power of outsourced content to drive traffic and elevate their web presence.
In the competitive online marketplace, every edge counts. Will you be the business that keeps churning out uninspired filler, or the one that captivates with every click? The choice is yours, and the pen, as they say, is mightier than the sword—especially when wielded by the right hand. If you would like to know more about how to get started with an Ecommerce website then please take a look at www.thewebguys.co.uk or even book in a meeting directly with Brian to discuss how to get started using this link https://www.thewebguys.co.uk/book/brian-lynggaard
A Step-by-Step Onboarding Checklist for Your New Writer
A smooth onboarding process is the foundation of a successful partnership. It minimises misunderstandings and ensures the writer can start producing on-brand content quickly. Follow these steps to set your collaboration up for success:
- Develop a Brand Style Guide: Provide a document outlining your tone of voice, preferred grammar, formatting rules, and a list of terms to use or avoid.
- Create a Content Brief Template: Standardise your article requests with a template that includes the target keyword, audience persona, key talking points, and desired call-to-action.
- Schedule a Kick-off Call: A brief video call can build rapport and allow the writer to ask clarifying questions about your business, goals, and audience.
- Set Up Shared Tools: Grant access to necessary platforms like Google Docs for drafting, a project management board like Trello for tracking progress, and a shared folder for resources.
Where to Find External Blog Writers: A Comparison
The right source for writing talent depends on your budget, needs, and management capacity. Here is a breakdown of the most common options:
- Freelance Marketplaces: Platforms like Upwork and Fiverr offer a vast pool of writers at various price points. This is ideal for businesses that want to manage writers directly but requires a thorough vetting process.
- Specialised Content Platforms: Services like WriterAccess or Contently act as intermediaries. They often have pre-vetted writers and provide platform tools for management, offering a balance of quality control and flexibility.
- Boutique Content Agencies: These firms offer a fully managed service, including strategy, writing, editing, and sometimes even publishing. This is the best option for businesses that want to be completely hands-off but typically comes at a higher cost.
Frequently Asked Questions About Hiring Blog Writers
Here are direct answers to the most common questions business owners have when considering outsourcing their blog content.
How much does it cost to hire an external blog writer?
Costs vary widely based on experience, niche expertise, and the scope of work. Expect to pay per word, per hour, or per article. A generalist writer on a marketplace might charge a low rate, while a seasoned expert in a technical field like finance or software will command a much higher fee for their specialised knowledge.
How do I ensure the writer captures my brand voice?
The key is providing a detailed brand style guide. This document should include examples of your desired tone (e.g., professional, witty, empathetic), formatting preferences, and specific phrases to use or avoid. Providing links to past articles you like is also very helpful.
Who owns the content an external writer creates?
This should be clearly defined in your contract. The standard is a “work for hire” agreement, which specifies that upon final payment, all rights and ownership of the content transfer to you, the client.
How to Write a Content Brief That Gets Results
A detailed content brief is the single most important tool for getting the article you want. It eliminates guesswork for the writer and ensures the final product aligns with your strategic goals. A strong brief should always include the following components:
- Primary and Secondary Keywords: Specify the main SEO target and related terms to include naturally.
- Target Audience: Briefly describe who the article is for and what problem it solves for them.
- Core Message and Angle: What is the one key takeaway for the reader? What makes your perspective unique?
- Outline or Key Talking Points: Provide a structure with the main headings or questions the article must answer.
- Call-to-Action (CTA): What should the reader do after reading the article? For example, download an ebook or book a demo.
