Finding the perfect match for your web content creator can be daunting. Web designers are judged by their product's appearance, and programmers are measured by their work quality, but many business owners are left scratching their heads trying to determine what makes a good web content creator.
A good blogger or content creator must have the right personal attributes for your company, as well as the technical and writing/content skills necessary to create, distribute and track effective web content. This article examines each category necessary to find the perfect match for your web content creator.
Your website or blog is seen as the voice of your company. The most important quality your web content creator can have is compatibility with your company's vision and a strong working knowledge of your industry. Blogging is a very public position, so its important to avoid broadcasting on-the-job training and mistakes. Your content creator should, at the very minimum, be fluent in your industry's vocabulary and have a working understanding of its history, current status and future trends.
You want to find somebody who is active within your industry's on-line community, and has credibility within the industry. Blogging is such a new field that this person might be hard to find. Consider re-routing a promising young employee, trying out social media interns, or offering the opportunity to your existing employees. There is no replacement for in-person, hands-on industry experience.
If you cannot find a blogger with substantial industry knowledge, consider screening his or her work for industry-specific vocabulary usage and compliance with your company image before empowering a new employee to publish content on the web.
No matter how much experience your content creator has, they will regularly be learning and monitoring new developments within the industry. You want someone who has a thirst for learning and an enthusiasm for passing information along in easily understandable formats.
Finally, the person you hire should be comfortable with social media and already have his or her own presence on at least two major social media channels. There is no substitute for every day on-line experience.
Obviously, you want web content developers who are strong writers. More important than strong writing however, is strong communication. One of a blogger's most important jobs is to make complex information easily understandable to a large audience. Blogging isn't about writing, its about communication.
No matter how well written your content is, it needs to be read in order to be understood. Web content creators should have a fine understanding of graphics and formatting. Your content should be visually appealing, including headers, bullet points or easy to comprehend graphics.
It is equally important that your writer has the ability to check connectivity issues, such as hyperlinks, within the body of your content.
Web content creators and bloggers must have certain technical skills to effectively monitor and improve their work.
Inbound marketing works because of web analytic tools that chart your on-line presence, allowing you to record who visits your website, and how effectively you engage those individuals. These metrics are analyzed in such a way to continuously improve your online presence and build a sustainable presence. Web content creators must allow the metrics to drive your on-line strategy.
A good content creator must also be trained in Search Engine Optimization - the process of making content easily found by potential clients and leads. Any content creator should have practical experience embedding keywords, charting search results and using meta data.
In addition to having an eye for punctuation and formatting, your web content staff should constantly assure that your content is traceable, has sharing buttons, RSS feed information and ever-present calls to action.