Finding the right website content provider is like finding a needle in haystack, especially now that the Internet marketing industry is booming.
It seems as though everyday there’s someone new claiming to be the best website content provider around. Most promise the moon and stars for unbelievably affordable rates with very little proof to back up their claims. So, how can you tell who knows truly experienced and who is full of it?
Our best advice is to do your own research, then get answers direct from the horse’s mouth. Start researching by reading their blogs and other free online materials. Some companies will back up their claims with real proof while others will dodge your questions and make vague claims that are hard to substantiate.
Either way, the next most important step is to try a free consultation to bend their ear a bit. Before becoming fully interested, find out whether or not they can at least talk the talk. Any website content provider that is worth their shirt will jump at the opportunity to offer a free consultation and answer any questions you ask.
If they make it this far, there are four other must-have abilities to look for:
1. The Ability To Create Customer-focused Content
One of the biggest website content mistakes you can make is to write self-centered content instead of customer-centered content. Outreach efforts should always be geared towards your core markets with as much precision as possible (here’s an article to help you create content focused on your core market). Simply put, write what your audience wants to hear in plain English. Jargon-rich content does not make for an enjoyable read.
A good website content provider understands this, and knows how to work with tools, such as buyer personas to fine-tune messages to fit your ideal customer base.
2. The Knowledge Of How To Integrate Your Other Online Campaigns Into Their Blogging
A professional website content provider knows how to strategically weave a company’s online campaigns into their content. Let’s say your company is trying to rank for a series of keyword phrases related to “social media marketing”. A website content providers specialize in helping you focus and stay on track with your marketing and overall business goals by integrating these campaigns into their content. This level of support allows you to focus on tracking and measuring the effectiveness of these campaigns.
3. The Interest In Staying on Top of the Latest Techniques
Online marketing is a constantly moving target. Techniques change like seasons and this creates a strong need for a website content provider who stays on top of these changes. Techniques that were viable a year or two ago can seriously jeopardize your online standing with Google. Your content provider must be able to prove they are aware of the current trends, and understand how changes in Google’s search algorithms can immediately impact your site. This sort of expertise requires years of experience as well as a true passion for content marketing. A content provider who is truly interested in the subject of content marketing, and who enjoys reading and learning about the latest techniques and strategies, is one you want to hold onto (and one you might have to pay a bit more for)!
4. The Ability To Show What They’ve Done & Prove Their Value
Finally, when dealing with website content providers, whether freelance or agencies, remember they should have a wealth of data to show you. That’s the beauty of online marketing; we have the ability to track everything! You can’t rack how many billboard impressions lead to sales, but it’s totally possible to track exactly how many banner ad clicks lead to conversions.
Therefore, it’s completely plausible that website content providers should provide a portfolio of past accomplishments. If they balk at this notion, then stop the conversation immediately. True professionals will jump at the chance to show and prove what they’re made of.
If you’re in the market for a website content provider, make sure you’re dealing with real professionals who have proof, know the latest trends and techniques, can create customer-focused content, and integrate their work with your existing campaigns.
These four skills only scratch the surface of what a website content provider should bring to the table. Remember, content providers are creatives who possess a wealth of potential.
Can you think of any other must-have skills for website content provider? Tell us your thoughts in the comment section below.