Tag Archives: business content writing

10 ways to find the best content writing service for your business

Best content writing services for your business

Finding the best content writing service for your business is one of the most, in fact, the most significant part of initiating an effective content marketing strategy. A big problem on the Internet is, although you can find lots of information, often it is very difficult to find the information you actually need, the information you can use to grow your business. The same applies to finding the right content writing and marketing service for your business. Whom do you hire? How do you decide? Sometimes a company looks lousy but delivers great content. Sometimes a company looks great but delivers lousy content.

A great problem is you cannot find that out unless you have worked with the service provider for some time. Content marketing, although is the strongest marketing tool available on the Internet, also takes its own good time to give you results and by the time these results manifest, it is a bit late to realize whether you should have hired this particular content writing service or not.

Is there a sure shot way of finding the best content writing service for your business? No, there is not. But of course you can minimise the chances of ending up with a lousy service.

What are the best ways to find the right content writing service for your business?

Your business is unique, your customers and clients are unique, so your content requirements are also unique. Why so much stress on being unique?

It is your USP – unique selling proposition. This is what sets you apart. With thousands of people offering almost the same sort of service or the same sort of product, especially on the Internet where one website is just a click away from another, how do your prospective customers and clients decide whether they should do business with you or with someone else? You need to provide something that they cannot get from someone else or at least it is very difficult to get it from somewhere else, or at least, comparatively much more expensive, or whatever. The thing is, there must be something that should draw them to you rather than to someone else. Once this is decided and settled, let us explore some ways to find the best content writing service for your business.

  1. The content writing service has a website: For a long-term business partnership this is a must. Yes, you can find good content writers from niche business directories and portals, they are not very reliable because most of them don’t have much stake in being consistent. Since most of these business directories accept listings for free or at a nominal fee, you don’t find very dedicated and serious people in these directories. Of course, if the very same people also have websites running legitimate businesses, things become different. When a content writing service has a business website it means it is serious and it has invested time and effort establishing shop on the Internet.
  2. The content writing service website looks professional: If they have a website, the website should look decent and professional. It doesn’t mean it should be able to compete in design competitions, but it should have a clean design with all the needed information available on the website. The homepage copy should clearly explain all the services that are being provided. There should be terms and conditions. An FAQs is a must. All the contact details must be available on a separate, dedicated page.
  3. The service also has a blog: What’s the use of working with a content writing service if it does not promote its services via content? Most of my business comes from my blog. My business also comes from LinkedIn and Google, but even traffic from these websites is drawn to my blog so that is the main attraction. Just imagine, a content writing and content marketing service not being able to promote its own services through its own content. There should be a business blog that is regularly updated.
  4. The content writing service has a mailing list: This is because no matter what people claim, email marketing still rules the roost when it comes to promoting your services and products on the Internet. 500 people subscribing to your email updates are far better than 5000 people “Liking” your Facebook page or following you on Twitter. So yes, a serious content writing service would obviously have a newsletter subscription box on the website and if it doesn’t, it isn’t serious about content marketing.
  5. It has a solid social media presence: Most of the world these days spends time on Facebook, Twitter or LinkedIn (just to name a few). It is also a good way to attract people. Want to find someone? There is a great chance that you will find him or her on Facebook or Twitter (or whatever social networking platform is in vogue when you are reading this). Also, if the content writing service can be easily reached on Twitter you can get a response faster in case you have some problem.
  6. It stresses upon quality rather than quantity: If you have quality content on your website or blog, your search engine rankings automatically improve. So if a content writing service says that you should have lots of content to cover all your keywords so that your search engine rankings can improve, you are being shortchanged. Of course you need to cover your keywords but that is secondary. The first priority should be the quality.
  7. The content writing service has a strict policy on plagiarism: Just because text is digitally present everywhere on the Internet it becomes very easy to copy/paste it and then slightly spin it to pretend as if you have unique content at hand. This is what those $ 5-per-article services do. It’s a sure shot way of nipping your content marketing strategy in the bud. The service you’re planning to hire for your business must have a strict policy about how to handle plagiarism and how it controls its content writers in case it has multiple content writers.
  8. It charges are reasonable rate: Actually what’s reasonable differs from business to business, but you can find out what are the industry rates and do the calculations accordingly. As I have mentioned above, those $ 5-per-article services can wreak havoc with your content marketing campaign but in the rarest of rare cases, they can also work to your advantage. If your content writing service is charging pittance try to figure out how it sustains itself. Take for example charging $ 5 for an article or a blog post. If I charge you this rate, try to figure out how much money can I make. Even if I write 10 articles or blog posts in a day I will only be able to make $ 50. How much can I be worried about providing you quality content this way? It also sends me a signal that if you desire cheap content then maybe you aren’t even interested in quality that much. It works both ways. You get what you pay for. So if a content writing service charges very low rate always be cynical about their offer. The charges should be reasonable from both ends of the spectrum.
  9. It can scale according to your requirements: It isn’t always about how much content writing the service you’re planning on hiring can do, it’s also about how much content you need. Perhaps you require 10 blog posts or articles everyday but your content writing service can only supply 2-3 at the most. This deal is not going to work for you. Similarly, if in a package they offer 20 blog posts every month but you require only 5, and they don’t have an alternative package for you. Again, it’s a no-deal. So you should look for a content writing service that can scale according to your business.
  10. Many businesses and individuals vouch for it: Recommendations and testimonials tell you that your content writing service has provided excellent services – services that have actually helped businesses grow. Simply writing content doesn’t help much. The content must be able to take a business forward. It isn’t also just about improving your SEO. Your content should also be able to improve your conversion rate and in fact, this is much more important compared to your SEO. So if a content writing service has actually helped businesses, they will readily provide testimonials and recommendations.

Despite taking care of the above-mentioned 10 attributes that can help you find a content writing service for your business you can end up with a lousy service provider, but then this can happen in any industry, in any service and with any product. Taking care of these 10 things will just reduce the chances of ending up with an inferior content writing service.

Writing content based on customer-centric SEO strategy

Customer-centric approach for writing SEO content

Is your content writing customer-centric SEO-based or you randomly go on writing and adding content to your website or blog just to cover the keywords you think people must be using to look for your business? There is nothing wrong in preparing your own list of keywords – both small combinations and longtail keywords – and for all you know, since you are an expert in your field, you may very well know what your prospective customers and clients might be looking for, but in many cases I have found, people have no idea.

Most content writing is done to improve search engine rankings

No matter how holistically I look at my content writing and content marketing services, 70% of the clients hire me to improve their SEO. I don’t mean to say that it is less of a service, but rather than worrying about their conversion rate, they worry about their search engine rankings, which, in itself is not bad, but it is definitely bad if you’re trying to achieve this at the cost of the quality of your content.

If I want to make a priority list of things to keep in mind while writing your business content, here is my sequence goes, with number one being the most important thing:

  1. Highly useful and topic-centric content that is well-written.
  2. The content highlights all the benefits of the product or service people should buy that product or service for.
  3. User engagement and two-way communication should be facilitated by your content.
  4. Content writing with high conversion rate. I put it at number four not because conversion is less important than the three points listed above, it is because if you take care of the above-listed three points, conversion automatically begins to manifest.
  5. Improved and higher search engine rankings. It is the same as improving conversion rate – if you take care of the above-listed three points – 1, 2 and 3 – your search engine rankings automatically improve. SEO content writing basically means high-quality content written to inform and engage your audience, using the language your audience is comfortable in.

Aligning content writing with your customer-centric SEO strategy

Why do you want to improve your search engine rankings? Don’t laugh, I really mean to ask this question, why are you bothering with SEO? The obvious answer is to get traffic for the right keywords. What are those right keywords? The keywords that you think people are using in order to find your product or service. Are you using any tools to find what keywords people are using? Are you asking those people what words, expressions and phrases, and even questions people are using in order to find what you are offering? Yes, people do type in complete questions like “where can I get an expert content writer for my industrial legal services website?” or, “when I am in Casablanca, which is the best taxi service I can hire?”

This is why I always advise my clients, don’t focus on particular keywords, focus on the answers you need to provide in order to help people become your customers and clients. When you provide answers to the right questions, on your own you begin to improve your search engine rankings.

How to follow customer-centring SEO strategy while writing content?

One thing you can do is, ask people straight away. While making people fill up your contact form, ask them how they found you and if they used the search engines, exactly what keywords they used? Not everybody will respond, so make it an optional field, but some will. You can also ask people once they have become your customers and clients because then they are more prone to replying to detailed queries.

You can ask people face-to-face. Ask them what problems they are facing? Even if they seem to be using bizarre words, note them down – you will be surprised to know how many people actually use those bizarre words.

Obviously this is not going to be a one-day or a one-week, or even a one-month project. It may take time to cover all the important keywords that people are using in order to streamline your SEO process through strategic content writing.

What comes first, content writing or social media?

Social media marketing these days in an integral part of business development: it is just a matter of who realize it and who don’t. Some online marketers even compare the indecision about investing in social media marketing to that initial phase when people were not sure whether they should get a telephone connection for their business or not.

But what exactly is social media marketing? It is constant interaction with your present and prospective customers and clients (on websites like Facebook, Twitter and Tumblr) and not only your customers and clients but with all those people who are interested in your brand and your philosophy while not being interested in doing business with you. Why bother with people who don’t want to do business with you? Word-of-mouth marketing: they may not want to do business with you but they may know somebody who would and they would like to recommend you due to the level of familiarity you have sustained through your social media marketing effort.

Aside from regular interaction you need to post lots of content on social media and networking websites. It doesn’t do much good to your brand identity and reputation if you simply get content from other websites and blogs and keep posting it under your profile. Then you become just another user who simply wants to spend some time on Facebook and Twitter sharing “interesting stuff”. People begin to respect your opinion only when you have your own content on your website/blog. This is because expressing your thoughts and sharing your knowledge shows that you are confident and knowledgeable enough to articulate your opinions and experience openly and be open to scrutiny. This is how true interaction begins: you post links to your own content and then your friends and followers either forward that content to their own friends and followers or they expressive opinion.

So should you write content first or launch your social media campaign first? You can do one of them or you can do them together, simultaneously, it depends what approach you want to follow. My personal preference would be to maintain a balance. Both the activities take time and effort, and also expense, if you’re going to hire people to write your content and manage your social media profiles. Companies and individuals that build their presence based upon their opinions and knowledge need to have lots of content in order to have a solid social media presence. You also need content if you intend to spread awareness regarding your product or service. You don’t need content much if your audience is not the reading types.

How come targeted content improves your search engine rankings?

If you ask me SEO content is actually targeted content, and if you are wondering what is targeted content it is content specifically generated for a particular audience using particular keywords (and that’s what makes it SEO content). Purely SEO content doesn’t do you much good because even if it generates lots of traffic it doesn’t generate much business because it doesn’t move your visitors. Targeted content on the other hand not only draws qualified traffic from various search engines it also improves your conversion rate.

A couple of weeks ago I removed a package that I had started offering from my website. I had collaborated with a writer (a content provider, actually, who hires writers to generate bulk content) to provide low-cost, average-quality content that could help clients improve their search engine rankings. I started offering this package because I was getting lots of queries from India and I also got contacted by a few writers who were ready to generate lots of content at very low rates. This worked for a while but then I felt it was counterproductive for my clients and also for my own business.

I am not a very well-known copywriter on the Internet but over the past five years I have managed to eke out a presence through providing quality content persistently. Since there are very few people who understand the difference between cost and value a majority of clients confused that package with the overall content writing services that I provide.

They somehow got themselves into believing that they could pay dirt cheap and still they should be able to use that content as primary business content.

Content purely written for SEO rarely performs well as primary business content and if you want primary business content then you must pay accordingly. Anyway, it is very difficult to explain to clients once they have seen the rates. Instead of wasting my time again and again trying to explain the difference between quality content and low-cost SEO your content I stopped offering that package altogether.

Instead, I insist — even if they have to pay a bit more — that they should aim at producing highly targeted content. They may end up with less content than what they could have gotten by paying a lower rate, performance wise this content is much better.

But how does targeted content improve your search engine rankings?

In order to produce targeted content you need to be clear about two things, in fact three things:

  • What exactly you want to convey
  • To whom you want to convey
  • What words you want to use

Once you have sorted out these questions you are more than halfway through producing high-quality SEO content that can also be used as your primary business content. When you write content keeping your audience in mind you are careful about what you’re writing and how you are writing. When you know what you want to convey you stick to the topic and stay away from ambivalence. The words that you want to use while creating your content are your keywords and the search terms you want to target.

Although you should arrange your content so that it is more convenient for the search engine crawlers to go through it and assess it, your primary focus must always be your visitors, your readers. Search engines are not going to do business with you but people will.