Is your business blog struggling to stay afloat? Are you losing subscribers and web visitors faster than you can publish new content? Has writing become a dreadful experience that you put off until the last minute?
If either scenario sounds familiar, you are likely confronting one of the biggest obstacles of driving significant results through content marketing. Writing blogs is a proven way to generate web traffic and online leads, but it only works if you actually publish on a regular basis.
Research shows companies that publish at least 15 blogs per month get 5x more traffic than companies that do not. That’s 126% more leads. With all that proof, one would think blog writing would be at the top of your agenda. Alas, you have other critical job duties that warrant your full attention which is how you’ve arrived at the current dilemma. So, what’s the solution?
Sharing the burden with others by creating more in-house content? True enough, in-house content pretty much guarantees greater authenticity and alignment with the company’s brand persona. There’s also a clear cost-saving factor. Unfortunately, it’s not always practical or feasible for the long-term. So, before you bite off more than you chew….
Ask yourself two important questions:
- Do YOU (the business owner) have time to brainstorm, vet ideas, write, and edit, while growing the business and putting out fires?
- Does your staff have the bandwidth to maintain their current duties and create quality information multiple times per week?
If you are even remotely skeptical about your ability to do so, it’s time to explore other paths to maintaining a stellar business blog. Don’t worry. You’re not the first company to look outside of your organization to augment your content creation and you won’t be the last. Think of it this way: The other option is to follow the path of the thousands of abandoned business blogs all over the internet, dumped by companies who found that high quality business blogging was too much work. That’s not where you want to be.
Which is precisely why many brands have turned to a more manageable and sustainable solution for your business (and sanity) -- hiring an expert blog writer.
Here are 3 more reasons why you should consider hiring an expert writer:
1. Strong writing skills aren't enough.
While having a way with words is always helpful, it’s only the tip of the iceberg. Publishing great content consistently requires structure, balance, and a passion for writing, editing, and meeting deadlines. Yes, there are some folks out there who actually find the writing process enjoyable. Use them and your blog will blossom.
2. Inconsistency is a disservice to your audience and damaging to your brand.
This probably goes without saying, but it’s worth pointing out: Inconsistent publishing reflects poorly on your brand. It’s a sign of neglect that's visible to both prospects and competitors. Just think of the people who took the time to subscribe to your blog in hopes of receiving weekly posts filled with valuable information. As your web visits and blog views sink, so does your credibility.
3. Editorial calendars do not result in consistency.
There is no shortage of helpful, time-saving tools. Editorial calendars are one such tool for managing content themes, assignments, writers, sources, and ideas. It’s a given that if you’re practicing content marketing, you should have an editorial calendar. Sadly, having this structure in place doesn’t necessarily mean you’ll abide by it. Especially when you’ve got a million other critical job responsibilities to juggle.
It’s important to remember that maintaining a stellar business blog, whether you’re a big player or a small shop, isn’t about doing all the work. It’s about helping prospects solve their problems through quality information. This goal is achievable by working closely with expert writers; you just have to find people with experience in your business niche <<link this to article “10 Places To Find Content Writers” or the ability to adapt their writing style.
All you have to do is find the right writer, which can be tricky if you don’t know what to look for and where to look. Luckily, we wrote an entire eBook on our experience with hiring outside writers. By the end of it, you’ll walk away with a greater understanding of your writer options and should be well-equipped to find the best content writer for your project.