Some employers believe that once they hire a website content writing service to provide articles for their website, that's all they need to do. The content creation company writes the material, it gets posted to the website, and that's that. Right?
Well... not really. While it's true that a website content writing service will greatly reduce the amount of time you or your PR team have to spend working on the website, it's not a "fire and forget" sort of situation. You still need to maintain good oversight and ensure that the content continues to match the quality and messaging your Internet marketing strategies require.
In short, you can't let your content writers off the hook once you've signed on the bottom line. You need to make sure they stay on-course.
Tips For Managing Your Website Content Writing Service
Perhaps the single most important factor in dealing with a writing service is communication. Fundamentally, a content writer will only be as good as the feedback and instructions you provide.
It's all too easy for a content writer, even a good one, to get into a rut where they're writing the same sorts of articles over and over if there's no one above them watching out for it. Since effective content marketing requires a large bulk of unique content, you should have someone overseeing the output, watching for repetition, and suggesting new topics for your writer to talk about.
Also, if they're doing something wrong or producing content that doesn't fit your idea for the site, the best thing you can do is tell them about it ASAP. The more detailed your feedback is in terms of what you'd like to see done differently, the better they will be able to meet your expectations.
Keep Them In The Loop
The more your content writers know about your overall vision and strategy, the better they will do. If you have a high-level meeting where you decide to change the focus of your website, your writers should be among the first to know so they can start developing a new "voice" for your website writing.
This can even extend to small things. If a content writing service knows that your company is forward-thinking and progressive, they can slip in references to the future and new developments to support this idea. If your company is more of a traditionalist, your writers can reflect this as well through an emphasis on the "good old days" and tried-and-true methods.
Your website's content is part of your company's voice, so your content writers need to know what that voice should sound like.
Watch For Questionable Tactics
Unfortunately, there are website writers out there who try to cut corners. Perhaps they're overworked, or perhaps they don't care about quality, or perhaps they just think you won't notice. Either way, they're out there, and you need to keep an eye out to ensure they don't try to "cheat" when producing your content.
One method to especially watch for is called spinning. In content writing, "spinning" means taking an existing article and running it through an automated thesaurus that replaces words with synonyms, creating multiple "new" articles with the exact same content. Many writers who accept extremely low per-word rates use software to do this, allowing them to rapidly churn out junk articles that still pass plagiarism checkers.
Other writers sometimes plagiarize ideas without adding anything new. It's inevitable that there will be some idea recycling - after all, one article about SEO basics is going to look much like any other - but you need to keep on them and remind them to introduce new ideas and concepts into your content.
In short, hiring a website content writing service is a great way to simplify your content marketing, but you still need to keep a hand on the reins.
How do you manage YOUR content writing?