Overall, investing in good website content is a smart buy for most websites. Numerous studies, such as these statistics from Hubspot, show just how effective content marketing can be in powering online sales. Besides, planning and creating online content for website marketing is at least a half-time job by itself, even in the early days.
If you don't have someone on your staff who's able to devote a substantial amount of time during their day job to managing your online affairs, it just makes sense to hire experts to do it for you.
However, this doesn't mean that every way to buy website content is a good way. The Internet is a rather wild and, shall we say, deregulated place at the moment. Online content creation has become such a boom market that it's attracting plenty of folks out to make a quick buck, even if they aren't long on scruples.
Online marketing is sort of like an online Deadwood, really.
How To Buy Website Content On The Wild Wild Web: The Three Keys
If you want to buy website content the right way, you need to watch out for content vendors who use online tactics that could damage your brand in the long run. There's no regulatory body to appeal to here. Caveat emptor, let the buyer beware, is the only actual rule. It's up to you to do your homework and to know when an offer really is too good to be true.
When you buy website content, you should take three factors into consideration:
Hey, at the end of the day, that's what it's all about: what are you really buying with your online marketing investment? A well-implemented SEO campaign will bring you new visitors, leads, and sales. However, a poorly-implemented campaign or one that deliberately ignores Google's standards for ranking risks harming your SEO.
In some cases, a website caught using enough underhanded tactics can find their bring so damaged in the “eyes” of Google's search sorter that recovering search relevancy for their brand becomes impossible.
Look to buy website content from a source that can show tangible results improving brands, not hypothetical short-term gains that quickly turn into a mirage.
Avoid any and all “Black Hat” Internet marketing tricks to produce content or inbound links. Sometimes these get you short-term gains, such as flooding a new keyword and getting a huge upswing of new visitors. However, if you've got cheap, junk content, folks visiting are going to turn around and leave just as quickly.
Worse, those same black hat tricks that create the illusory gains of high initial spikes also attract the ire of Google, again, risking your online brand itself.
Especially avoid ANY form of link-buying along with your content writing. This includes any swap of any good with tangible real-world value for links to your website. Swapping links for links is still groovy, but any attempt to “buy” links will cause Google to banish you to the depths.
Also like in the days of the old west, a man's word is only as good as his reputation. Whenever possible, buy website content from a source who comes recommended. The advice of your friends and colleagues is invaluable!
Along with this, check out their online influence. Use their Klout score to see if they really are the “industry leaders” they claim to be. Monitor how active their Facebook and\or LinkedIn accounts are, and see if there's any recent Twitter discussion.
They're marketing for you online, so use online tools to judge their actual online influence.
That's all it boils down to when you buy website content. Keep a level head and think about the long term impact of the tactics used by your content marketing company. With the right content writers on your side, your message will reach more visitors than ever before.