As a marketer, you're probably wearing multiple hats with your hands in several different pots throughout any given day. Your job is fast-paced, dynamic, exciting, and challenging. Between making sure your clients are taken care of to making sure your own marketing needs are met, things are bound to slip through the cracks. Maybe you have a slew of fantastic ideas or a Word document with a 100 potential blog titles. But do you find yourself wishing you had more time actually to sit down and craft these blogs?
A third-party blogging service might be the best choice for you. Here's an easy guide to using third-party blogging services in your business:
One of the most significant advantages of working with a third-party blogging service is being able to delegate and forget about it. A good blogging service will provide an easy-to-use order form that lays out all the pertinent information needed to craft a great blog. You might have some fantastic ideas, but no time or desire to put pen to paper, this is where a blogging service thrives. They can quickly take your rough notes and turn it into a blog that will have the exact effect you are looking for. Whether you're interested in lead generation, conversion, or simply creating shareable content that your customers will enjoy.
Between placing the order and receiving the content, every step should be easy and seamless to limit the amount of work needed on your end.
Third-party blogging services are great if you're looking to limit some of your responsibilities and get a professional writer to craft your blogs, but the finished product is only going to be as good as the information you provide. It's important to provide a detailed brief to ensure that your completed blog is up to you and your customer's high standards. Here are a few details you should always include:
Title or Topic: This can either be a specific title or a general topic that you want to be covered. This should give a clear indication of what the blog is about and what direction the content will go.
Word Count: Providing a range for the word count is ideal because it gives the writer a goal to reach and a better idea of how detailed the blog will be. For example, a 400-600 word blog about fixing an air conditioning unit will probably only gloss over the basics while a 1500-word blog on the same topic will be more comprehensive and detailed.
Keywords: Include keywords to ensure your blog is SEO optimized. Some third-party blogging companies also offer basic keyword research.
CTA: The CTA or call-to-action is an important part of the blog. You can provide the full CTA or, if you are not picky about the CTA, you can request a general one.
Buyer Persona: The buyer persona is the audience or ideal customer for the blog post. Depending on the persona, the blogging company will use specific language and sentence structure. For example, a blog targeted to young millennials will read differently than a blog for retirees or high-level CEOs.
Proprietary Information: One thing you must consider when hiring a third-party blogging service is that they are not specific to your industry or company. Chances are, the blogger will have a general knowledge of the topic, but any specific info such as detailed specs or proprietary product information must be provided. This could mean sending over brochures, spec sheets, or any other pertinent information that will help the writer.
Resource Links: Any good blogging service will do their own research while crafting a blog. However, it could also be a good idea to send over some links to get them started. For instance, if your client is a painting company that has a specific opinion on the best types of paints, send the blogging company a few links to point them in the right direction.
As with any partnership, you must find a blogging company that is willing to be open and communicative with you and your team. They should be willing to discuss topics and double check that the information provided is clear and easy to understand. They encourage open dialogue and want to understand your client's unique perspective and benefits. In many cases, your blogging company can offer you insights on content writing, topic creation, and suggested word counts.
Once your blog is delivered, you have the opportunity to review the blog and ask for any edits. If the information you provided was concise and correct, the blog should be good-to-go right away with zero edits necessary. However, there is often some wiggle room for minor edits to be done.
Once you're happy with the blog, you can post it right away or schedule it on your CMS. Depending on your unique content needs, you can order blogs on a weekly, monthly or quarterly basis and enjoy a constant stream of content produced by top-quality writers and editors working for you and your clients.
Want to learn more about working with a third-party blogging company?
Schedule a free consultation today and discover how a blogging service can save you time and hassle every day.
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