Tag Archives: Content Writing

Should content writing be done in-house or outsourced?

Should you hire in-house team for content writing or outsource?

It is very important for your content marketing strategy to know whether you should do content writing in-house, or you should outsource it.

A few days ago I advised a client to hire an in-house content writer even when she was eager to outsource her organization’s content writing requirement to me.
Initially I had agreed because I thought it was a one-off assignment.

They wanted me to work on a document of around 22-25,000 words. I agreed to work on the assignment because initially she had said that they would be providing the research material and I would just need to compile the information in a “writerly” manner.

But the next day she said that they also wanted me to do the research.

The problem with the research was that it needed to be verified from multiple sources. Another problem was, they wanted to pay a fixed price – per word.

Yet, another problem was, they were finding my content writing service a bit expensive, although, considering the quality I was providing them, they agreed to pay me my price.

I was about to start the work when I got another message from her that she was interested in outsourcing 10-15 such assignments every month.

I told her that they needed to hire an in-house content writer for such a job, and politely declined to work on the current document.

I couldn’t afford to spend so much time on research and writing for an ongoing project for which they were eager to pay a fixed rate. One never knows how much time such research is going to take. Especially when research needs to be verified and confirmed from multiple sources.

How to decide whether you should outsource your content writing or hire an in-house content writer?

To be frank, I have a content writing and copywriting business. It is in my interest when people outsource their content writing needs.

One needs to take multiple factors into consideration before deciding whether hiring an in-house content writer is the way to go or it makes sense to outsource.
I don’t take bulk content writing assignments. Most of the clients who hire me go through my website, like my writing style, and hire me expecting that I’m going to use the same style and the same quality for their websites or blogs.

Therefore, often, it becomes difficult for me to hire multiple writers or outsource my content writing further. I need to manage most of the writing myself.
If the content writing agency can handle the volume of content writing work that you have, well and good, you should outsource.

Outsourcing definitely has its benefits. But if lots of research is required and you don’t want to pay a variable rate (according to the number of hours spent on your work), it is better to hire an in-house content writer. Or a team of in-house content writers, if you need to publish a lot of content.

Take for example the above case of writing documents containing around 25,000 words. And they need 10-15 such documents every month. Add to that research. Sometimes research takes as much time as the actual writing. Sometimes, even more time.

Even if cost-wise paying per word works for you, it doesn’t work for the content writer. If I had taken the assignment, I would have ended up spending all my time on their work, neglecting not just the work from other clients, but also neglecting my own marketing that I need to do to keep getting assignments.

Outsourcing is good when you don’t need lots of content. Cost wise, if you need to publish hundreds of thousands of words in a month, you either work with a bulk content writing agency (and compromise on the quality in the process), or you hire an in-house team that is going to spend all its time researching and writing content. You will get quality content, and the writers will be compensated according to the pay scale they have agreed to.

I don’t compete on pricing for my content writing services

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Content writing – competing on the basis of rates

I get lots of work from abroad. In fact, in the initial years, there was no work from India. Back then people didn’t understand the value of quality content in India. Many didn’t even have a website.

People in the USA and other Western countries on the other hand appreciated good writing. They started having websites in the early 2000’s.

They also understood the importance of content vis-à-vis Google search engine rankings earlier than people in India. It was also a time when outsourcing was at its peak as one of the most preferred ways of cutting costs.

Although, at my end, I never tried to charge less but who am I kidding? Most of the people in the West outsource their work to someone from India assuming that they are going to pay less.

Even when I was charging less (doing it, but not accepting it), even those rates were a lot for Indian clients. Hence, when I started getting assignments in India, I charged a lot less compared to what I was charging my clients from abroad.

This began to trouble my conscience. The foundation of my business was built through the support of people who believed in me – even if it was for the sake of saving money – and now I was charging more from them and less from people who still didn’t understand the value of good content and were simply being arm-twisted into working with a better content writer, by Google.

Clients from India can be lousy. One shouldn’t take it personally because that’s how they are. Our sociocultural environment makes us mistrust even our neighbours. They want to pay the minimum possible rate and they want to extract the maximum possible from you, short of killing you.

The only benefit is that once they understand that there is no escape from hiring a good content writer, they appreciate your talent and somehow manage to pay what you’re asking for. Besides, once you have made a name for yourself, there are so many clients that you can conveniently pick and choose.

Coming back to different rates for clients from abroad and clients from India: even that phase passed, and I gradually started increasing my rates to what I was more comfortable with, even with my Indian clients.

My conscience stopped troubling me. Even when I was charging them rates clients from India would never agree to, they were paying me less than they would have had to pay a native writer.

These days my rates are more or less the same. I’m comfortable with my rates. I don’t compete based on my rates. If a client calls me and tells me that there is a certain content writing agency or there is a certain content writer who is charging a lot less than what I am quoting, I tell them, “Well, congratulations! You have already found the content writer of your choice. Go to him/her.”

Even from my clients from abroad, after doing some reading on the web, I have realized that sometimes I charge slightly more than their native writers. I’m fine with that. I’m charging for the value I deliver, not for the fact that I am a content writer from India. Instead of attracting clients who are more interested in saving costs by hiring a content writer from India, my objective is to attract clients who are just looking for a better content writer.

What is storytelling in content writing?

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What is storytelling in content writing?

Here is an example of using storytelling in content writing:

Once upon a time in the whimsical world of content writing, there was a witty wordsmith named Walter. Walter was known for his incredible storytelling skills and his ability to captivate readers with his humorous anecdotes. He believed that humor was the secret ingredient to creating effective content, and he had a hilarious anecdote to prove it.

One sunny day, Walter sat down at his desk, ready to craft a blog post about the benefits of a revolutionary cleaning product. Determined to make it engaging, he decided to infuse his writing with a healthy dose of humor. He began by concocting a tale about a clumsy cat named Mr. Whiskers and his epic quest to keep his owner’s house spotlessly clean.

With each paragraph, Walter wove a comedic narrative, detailing Mr. Whiskers’ misadventures with the cleaning product. He described how the cat mistook it for a tasty treat, resulting in a foamy fiasco that left the kitchen resembling a bubble bath. He vividly painted the picture of Mr. Whiskers slipping and sliding across the gleaming floors, turning cleaning time into a comical circus act.

As Walter typed away, he couldn’t help but chuckle at the absurdity of the story. He imagined readers giggling along as they visualized the chaos caused by a well-intentioned feline and a cleaning product gone awry. The more Walter embellished the tale, the more he realized the power of storytelling to entertain and engage.

When Walter finally published his blog post, the response was overwhelming. Readers flooded the comments section with laughter-filled messages, praising Walter for brightening their day and making cleaning seem like a whimsical adventure. The post went viral, garnering shares and likes across social media platforms, and even catching the attention of a renowned comedian who tweeted about it.

From that day forward, Walter knew that storytelling and humor were the dynamic duo that could transform mundane topics into entertaining content. He continued to regale his readers with funny anecdotes and lively narratives, reminding them that laughter is indeed the best remedy for engaging content.

In the realm of content writing, there exists a formidable tool that has the potential to captivate, engage, and convert readers like no other – storytelling.

Stories have an innate ability to connect with individuals on a deep and emotional level, making them a potent force in the world of marketing.

By employing the art of storytelling, content creators can weave narratives that resonate with their audience, leaving a lasting impact and driving them towards action.

Highlights:

Storytelling is a powerful tool in content writing that captivates, engages, and converts readers.
Stories connect with individuals on a deep and emotional level, making them effective in marketing.
Content creators can use storytelling to create narratives that resonate with their audience.
Storytelling goes beyond traditional product explanations and leaves a lasting impact.

In this blog post, we will delve into the essence of storytelling in content writing, explore its advantages over traditional product explanations, and unravel the techniques to craft compelling stories that leave a lasting impression.

Storytelling in content writing achieves the following:

Captivates and mesmerizes readers, holding their attention.
Engages the audience on an emotional and personal level.
Inspires and motivates readers to take action.
Establishes a strong connection and builds rapport with the audience.
Creates a memorable and impactful experience for readers.
Enhances brand storytelling and brand identity.
Conveys complex information in a simple and relatable manner.
Sparks curiosity and encourages readers to explore further.
Evokes powerful emotions that resonate with the audience.
Differentiates the content from competitors in a crowded market.
Increases brand awareness and recognition.
Improves brand perception and credibility.
Drives audience engagement and interaction.
Facilitates better understanding and retention of information.
Generates word-of-mouth marketing through shareable stories.
Boosts conversion rates by influencing purchasing decisions.
Creates a sense of authenticity and trustworthiness.
Inspires loyalty and a strong connection with the brand.
Enables storytelling across various platforms and channels.
Allows for creative expression and unique brand voice.

What is Storytelling in Content Writing?

Storytelling in content writing involves harnessing the power of narrative to convey a message, share an experience, or elucidate the benefits of a product or service.

It goes beyond mere facts and figures, offering a more relatable and humanized approach to communication. By incorporating a real-life example featuring a person or a business, storytelling creates a bridge between the audience and the subject matter, enabling them to empathize and connect on a personal level.

It adopts a conversational style, steering clear of jargon and technicalities, and instead focuses on the individual, their struggles, and the eventual resolution that your solution provides.

The Elements of a Compelling Story in Content Writing

Just like any other story, a well-crafted narrative in content writing comprises various elements that work harmoniously to captivate and engage the audience. Let’s break down these components and understand their significance:

Character

Every story needs a protagonist, a relatable figure that the audience can root for. Introduce a named person or a business entity as the central character in your story to create an emotional connection.

Environment

Set the stage for your narrative by describing the environment in which the story unfolds. Paint a vivid picture that immerses the audience, allowing them to visualize the context and better understand the challenges faced.

Plot

Your story should have a clear plotline that guides the audience through a series of events and developments. Create a compelling arc that builds tension and keeps the readers invested in the outcome.

Initial Setting and Buildup

Lay the groundwork by establishing the initial setting and introducing the conflict or problem. Provide relevant background information to enable the audience to comprehend the magnitude of the challenge.

Conflict

Introduce a conflict or obstacle that the character must overcome. This could be a problem, a setback, or a pain point that resonates with your target audience.

Resolution

Offer a resolution to the conflict, showcasing how your product or service came to the rescue. Highlight the positive impact it had on the character’s life or business, emphasizing the transformation and the resulting benefits.

Moral of the Story

Whenever possible, conclude your story with a moral or key takeaway that encourages the audience to take action. Make it clear how your product or service can help them achieve similar outcomes and address their own challenges.

Why Storytelling Triumphs Over Traditional Explanations During Content Writing

The Power of Connection
Engagement and Retention
Relatability and Empathy
Memorable and Shareable Content

Now that we have explored the fundamental elements of storytelling, it is crucial to understand why this approach outshines traditional methods of explaining the benefits of products and services during content writing. Here are some compelling reasons:

The Power of Connection

We, as humans, are wired to respond to stories. From an early age, we are captivated by tales that transport us to different worlds and evoke a range of emotions.

When you tell a story, you create an emotional bond with your audience, fostering a sense of connection that is hard to achieve through dry product descriptions.

Engagement and Retention

Have you ever noticed how time seems to fly when you’re engrossed in a captivating story? Stories have an uncanny ability to captivate attention and hold it until the very end.

By weaving narratives that resonate with your audience, you can ensure that your message remains imprinted in their minds, long after they’ve finished reading.

Relatability and Empathy

Stories enable us to step into the shoes of others, to experience their struggles, triumphs, and emotions.

By sharing stories of real people who have benefited from your product or service, you allow your audience to relate on a personal level. This engenders empathy and fosters a deeper understanding of how your solution can positively impact their lives.

Memorable and Shareable Content

Stories are inherently memorable, making them more likely to be retained and shared with others.

When you craft a compelling narrative, your audience becomes not just consumers of content, but advocates who willingly spread the word about your brand and its offerings.

Crafting Compelling Stories that Resonate

Know Your Audience
Be Authentic and Transparent
Use Emotional Appeal
Show, Don’t Tell
Create a Compelling Opening and Hook
Introduce Conflict and Tension
Use Vivid Descriptions and Imagery
Utilize Succinct and Impactful Language

Now that we’ve established the immense potential of storytelling in content writing, it’s time to explore how you can create compelling stories that leave a lasting impression on your readers. Follow these techniques to elevate your storytelling prowess:

Know Your Audience

To create a story that resonates, you must have a deep understanding of your target audience. Conduct thorough research to uncover their pain points, desires, and motivations. This knowledge will help you tailor your narrative to their specific needs and aspirations.

Authenticity and Transparency

Authenticity is the bedrock of compelling storytelling. Be genuine and transparent in your narrative, allowing your audience to connect with the real people and experiences behind your brand. Avoid exaggerations or false claims, as they undermine the trust you aim to build.

Emotional Appeal

Emotions are at the heart of storytelling. Tap into your audience’s emotions by highlighting the challenges they face and the transformative power of your solution. Use powerful and evocative language to create an emotional response that resonates with your readers.

Show, Don’t Tell

Instead of simply stating the benefits of your product or service, show the audience how it solves a problem or improves a situation. Use descriptive language and concrete examples to paint a vivid picture of the positive outcomes achieved through your solution.

Compelling Opening and Hook

Grab your audience’s attention right from the start with a compelling opening that piques their curiosity. Craft a hook that entices them to read further, eager to unravel the story’s mysteries and discover the resolution.

Conflict and Tension

Engage your audience by introducing a conflict or obstacle that captures their interest. Build tension throughout the story, keeping them invested in the outcome and eager to witness the resolution.

Vivid Descriptions and Imagery

Paint a picture with your words by using vivid descriptions and imagery. Engage the senses of your audience, allowing them to visualize the scenes, characters, and emotions in their minds. This immersive experience will leave a lasting impact.

Succinct and Impactful Language

Utilize the power of concise and impactful language to deliver your message effectively. Craft short and punchy sentences that drive home your key points and maintain the readers’ engagement.

Can You Use Negative Storytelling in Content Writing?

Grab Attention with a Powerful Hook
Identify the Pain Points
Relate with Empathy
Introduce Conflict and Obstacles
Offer Solutions and Overcome Challenges
Highlight Transformation and Success
End with a Call to Action

While positive stories have their place, there is another storytelling technique that can be equally impactful: negative storytelling.

By strategically utilizing negative storytelling in your content writing, you can create a compelling narrative that resonates with readers, evokes emotions, and drives them to take action.

Here is how you can effectively use negative storytelling to enhance your content writing.

Grab Attention with a Powerful Hook

To effectively use negative storytelling, start by crafting a powerful hook that grabs your readers’ attention from the very beginning.

Begin with a provocative statement or a vivid description of a problem or challenge. This will create an immediate sense of intrigue and curiosity, compelling readers to continue reading to discover the resolution.

Example: “The Costly Mistake That Nearly Ruined My Business – and How You Can Avoid It.”

Identify the Pain Points

Negative storytelling shines when it addresses pain points and challenges that your audience may be facing.

Identify the specific pain points that your product or service addresses and highlight them within your story. This will make your readers feel understood and validated, creating a stronger emotional connection.

Example: “Running a business is a constant battle. Long hours, sleepless nights, and the fear of failure. I know because I’ve been there.”

Relate with Empathy

Empathy is a powerful tool in negative storytelling. Put yourself in your readers’ shoes and share personal anecdotes or real-life examples that demonstrate your understanding of their struggles.

Show empathy towards their pain points and challenges, making them feel heard and supported.

Example: “I vividly remember the sleepless nights, the overwhelming stress, and the constant uncertainty. It felt like the weight of the world was on my shoulders.”

Introduce Conflict and Obstacles

In negative storytelling, conflict and obstacles play a crucial role in creating tension and driving the narrative forward.

Introduce the challenges that your audience faces and highlight the potential negative outcomes of not addressing these issues. This will heighten the sense of urgency and emphasize the importance of your solution.

Example: “Just when I thought things couldn’t get any worse, a series of unforeseen setbacks pushed my business to the brink of collapse.”

Offer Solutions and Overcome Challenges

While negative storytelling focuses on challenges and problems, it is essential to provide solutions and show how these challenges can be overcome.

Introduce your product or service as the solution to the problems presented in your story. Emphasize the positive outcomes that can be achieved by implementing your solution.

Example: “By implementing a strategic marketing plan and leveraging cutting-edge technology, I was able to turn the tide and transform my struggling business into a thriving success.”

Highlight Transformation and Success

Negative storytelling becomes even more powerful when it showcases the transformation and success that can be achieved by using your product or service.

Paint a vivid picture of how your solution has changed lives, solved problems, or improved situations. Use testimonials, case studies, or personal success stories to provide concrete evidence of the positive impact.

Example: “Today, my business is thriving, and I’ve achieved financial stability. I owe it all to the power of embracing innovation and finding the right solutions.”

End with a Call to Action

As with any effective content writing, it is crucial to end your negative storytelling piece with a clear and compelling call to action.

Encourage your readers to take the next step, whether it’s signing up for a free trial, contacting your team, or making a purchase. Make it easy for them to take action and experience the positive outcomes you’ve presented in your story.

Example: “Don’t let your challenges hold you back. Take control of your destiny and transform your life today. Visit our website and start your journey towards success.”

Negative storytelling in content writing can be a powerful technique to engage, connect, and inspire action in your readers.

By grabbing attention, addressing pain points, showing empathy, introducing conflict, offering solutions, highlighting transformation, and ending with a compelling call to action, you can effectively leverage the power of negative storytelling to create impactful content that resonates with your audience and drives results.

Using Positive Storytelling in Content Writing

Start with a Captivating Opening
Introduce Engaging Characters
Highlight the Journey of Transformation
Incorporate Descriptive Language
Utilize Testimonials and Success Stories
Inspire with a Call to Action

While negative storytelling has its place, positive storytelling offers a compelling alternative that can uplift, motivate, and create a lasting impact on readers.

By harnessing the power of positive storytelling in your content writing, you can create narratives that resonate with your audience, foster a sense of connection, and drive them towards positive outcomes. In this article, we will explore effective strategies to use positive storytelling in content writing.

Start with a Captivating Opening

To effectively use positive storytelling, begin with a captivating opening that immediately grabs your readers’ attention.

Craft a compelling hook, such as an intriguing question, an engaging anecdote, or a fascinating statistic. This will create a sense of curiosity and entice readers to continue exploring your story.

Example: “Imagine a world where dreams come true and every challenge is a stepping stone to success. This is the story of how one person’s determination transformed their life and ignited a ripple effect of positive change.”

Introduce Engaging Characters

Characters play a vital role in positive storytelling. Introduce relatable and inspiring characters that embody the values and aspirations of your audience.

Develop their personalities, motivations, and challenges, making them come alive in your readers’ minds. This will enable your audience to connect emotionally with the characters and become invested in their journey.

Example: “Meet Emily, a resilient entrepreneur with an unwavering passion for making a difference. Despite facing numerous setbacks, she never lost sight of her vision and continued to persevere against all odds.”

Highlight the Journey of Transformation

Positive storytelling thrives on showcasing the journey of transformation. Take your readers on an emotional roller coaster, guiding them through the ups and downs of your character’s experience.

Emphasize the lessons learned, personal growth, and triumphs along the way. This will inspire and motivate your readers, showing them that positive change is possible.

Example: “Through countless challenges and moments of doubt, Emily pushed forward, embracing failure as a steppingstone to success. With each setback, she learned valuable lessons, honed her skills, and grew stronger. Her journey of transformation became a beacon of hope for others.”

Incorporate Descriptive Language

In positive storytelling, the use of vivid and descriptive language is paramount. Paint a rich and immersive picture with your words, appealing to the senses and evoking emotions.

Create a visual and emotional landscape that allows your readers to experience the story alongside your characters. This will intensify their engagement and forge a deeper connection.

Example: “The golden rays of the sun danced upon the horizon, casting a warm glow as Emily stood atop the mountain peak, a symbol of her hard-fought victory. The exhilaration of overcoming challenges surged through her veins, filling her with an indescribable sense of accomplishment.”

Utilize Testimonials and Success Stories

To strengthen the impact of positive storytelling, incorporate real-life testimonials and success stories. Share the experiences of individuals who have benefited from your product, service, or guidance.

These authentic accounts add credibility and provide concrete examples of the positive outcomes that can be achieved. Your readers will be inspired by these real-life stories and more inclined to take action.

Example: “John, a client who embarked on the same journey as Emily, transformed his life using the strategies and techniques she shared. Today, he stands as a shining example of what is possible when you embrace positivity and take bold action.”

Inspire with a Call to Action

As with any effective content writing, positive storytelling should conclude with a clear and inspiring call to action. Encourage your readers to take the next step towards their own journey of positive transformation.

Use powerful and action-oriented language to compel them to act, whether it be signing up for a newsletter, attending a workshop, or making a purchase.

Example: “Are you ready to unleash your true potential and embrace a life of positivity? Join our community of like-minded individuals today and embark on your own transformative journey. Take the first step towards a brighter future.”

Incorporating positive storytelling in your content writing can be a game-changer. It has the ability to uplift, motivate, and inspire your audience, fostering a sense of connection and driving them towards positive action.

By implementing these strategies and infusing your narratives with positivity, you can create content that resonates deeply with your readers, leaving a lasting impact and shaping their lives for the better.

Embrace the power of positive storytelling and unlock the true potential of your content writing.

Harness the Untapped Potential of Storytelling

In a world inundated with information, it is imperative to stand out and capture the attention of your audience.

By leveraging the power of storytelling in your content writing, you can transcend the realm of mundane explanations and forge a profound connection with your readers.

Remember, a well-crafted story has the potential to move mountains, inspire action, and drive meaningful change. Embrace the art of storytelling, and unlock the untapped potential that lies within your words.

How do regular content writing and publishing give you a higher conversion rate?

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For the past 20 or so days I have been regularly publishing updates on LinkedIn and Instagram – two platforms that I have ignored so far.

Yesterday I was checking the stats of my Instagram account. Suddenly, the visibility of my content has grown by 17,000%. Of course, from 0 to 20 or 25 views, in terms of percentage, means quite big, but even these 20 or 25 views are better than zero views.

I can see the same trend on my LinkedIn account. Views of my profile have increased. More people are seeing my updates though, engagement is negligible but that is natural because I have just started.

Visibility is particularly important to build trust on the Internet. Whether people are interacting with you or not is another matter (and something that should not be disregarded), it is important that they come across your updates.

Your conversion rate on the Internet depends on three factors:

Visibility
Familiarity
Trust

Visibility

You need to remain visible. Whether people are searching for information on Google or scrolling through their social media timelines, they must come across your name or the name of your business.

Please keep in mind that when I talk about visibility, I don’t mean you should relentlessly publish content without paying attention to whether people care about your content or not.

They must find your content relevant. They must derive some value out of it. Otherwise, it becomes white noise, and they don’t even notice you.

Familiarity

Assuming you are publishing relevant content, and if people regularly notice you, they become familiar with your name. It is our primal instinct to be comfortable around people and things that are familiar.

Trust

When you provide them information they appreciate, and when you regularly provide such information, they begin to trust you. A positive association is formed. When they need the product or the service that you provide, they rather get it from you than from someone they don’t know.

Whether it is search engines or social media platforms or even your email updates, regularity and consistency always lead to a higher conversion rate.

Regularly writing and publishing content is critical

Stop publishing your updates for a couple of weeks. Unless you have formed close friendships and unless you provide content people need for their day-to-day survival, they are hardly going to notice your absence. This is a harsh reality.

Even the search engines like Google stop crawling your website or blog after a while if you don’t publish fresh content regularly. Your search engine rankings begin to drop. Even for the search terms you were ranking higher just a couple of weeks ago, you begin to lose traffic.

Be regular. Be consistent. Remain relevant. You will enjoy a higher conversion rate.

What is original content?

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Marketers and business owners are often worried about publishing original content on a regular basis.

Original content doesn’t always have to be a highly unique idea. I won’t go to the extent of saying that original ideas in this world are finite, but as someone wise has written, whatever was to be written, has already been written.

The blog topic you just came up with – hundreds of content creators may have already published blog posts, social media updates and videos on the very same topic.

Does it stop you from publishing a blog post on the same topic?

It shouldn’t.

An idea may not be original, but you take is always original.

When you write something about the same topic but with your own input and with your own writing style, the topic becomes original.

Be careful though, I’m not promoting plagiarism. What I’m saying is, there is nothing wrong in writing on a topic someone else has already written on.

Write in your own style. Use your own words. Inject your own experience. What is your point of view?

Just because you are writing it, it makes your piece of content unique and original.