October 31, 2016
One of the realities of online marketing is that digital agencies require regular content. If you are running a successful digital agency with scores of clients, you may require a lot of content. And while this “revelation” isn’t really newsworthy, you know just as well as anyone that finding high-quality content writing on a consistent basis can be one of the most frustrating elements of the job.
Much of the time, Marketing Managers or SEO Managers receive decent content one month, content that requires in-house revisions the next month, and then barely legible content that seems to have been written by a third-grader the month after that. Sound familiar?
If you’ve been pulling out your hair trying to find consistent content writing for your digital agency, there are a few steps you can follow to make it a reality. Keep reading to find out what to do.
This seems like a no-brainer, but you’d be surprised to learn how many people in positions of marketing power
have no idea what they really need when it comes to content writing. If you don’t know exactly what you need, then there is absolutely no way you will be satisfied with what you get on an ongoing basis.
Take some time to figure out the distinct needs of each and every one of your clients. Create buyer personas, figure out how many posts and pages you need each month, create an in-depth editorial calendar for every client and make a list of the traits you want in a writer for every vertical and industry you service.
Perhaps the biggest mistake digital agencies make is trying to cheap out on the most important component of their online and SEO strategies. And that doesn’t mean you shouldn’t look for great value, but thinking you can skim the bottom of the barrel to save money will get you exactly what you paid for.
That being said, overpaying for what you need isn’t the greatest business decision, either. Many digital agencies prefer to use in-house writers, and while this certainly keeps them under your thumb, the associated increase in overhead can make a noticeable dent in the bottom line.
Some digital agencies like to solicit the services of an independent freelancer to write their clients’ content. This eliminates the overhead aspect, but if that writer decides to take a job, gets injured or sick for a period of time or can’t write for any other reason, you’re in trouble.
The best solution is to find an all-inclusive content creator that will take the orders, write, edit, manage writers and deliver finished projects to you on time. The more you can take off your plate, the more time you’ll have to focus on other parts of your clients’ online marketing.
To keep consistency where you need it, you may want to avoid those massive automated content mills that brag about having “thousands of writers.” Let’s be honest…it’s not possible to manage thousands of writers and provide high-quality content writing for your digital agency on a consistent basis. A smaller team, properly managed with competitive prices is the formula that will work.
This is another step that seems like a no-brainer, but in all areas of life it’s easy to daydream about what you need, but freeze up when it comes time to take action. Set aside some time to search for content writing solutions, and then take the next step and contact them to discover what they are all about. If you can keep the “quality and consistency” rule in your mind as you search, you’ll be much more likely to get what you need.
If you’re ready to start looking for a new content writing provider for your digital agency, take action now and give The Content Company a call at 888.221.5041.
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