Quality content is quickly becoming a brand differentiator for businesses trying to compete for online visibility. Companies able to maintain a steady stream of great content can capture larger online audiences, earn higher search engine results rankings, position themselves as thought leaders and strengthen the overall performance of their marketing funnel. The question for businesses, then, isn’t whether they need a content writer but rather how they should go about working with one. Hiring a full-time writer (or a stable of writers) as part of your in-house marketing team is one option while outsourcing the work to various creative agencies or freelancers is another option. Some business also choose a mixture between the two. Deciding which route to go for your own content marketing needs depends completely on your unique goals, how you want to portray your brand online, and how those requirements might shift as time goes on. To help you come to a conclusion, consider the following pros and cons of outsourced content writing compared to developing your own in-house team. The information can provide food for thought as you develop your own content writing strategy and whose … [Read more...]
Is Your Content Not Performing? Here’s 5 Things That Could Be the Problem
Content marketing has gotten bigger than ever, but not every business is reaping the benefits. When looking at their targeted marketing metrics, many are finding that their content marketing efforts fail to make the needle move. According to a recent survey, 89{5bdb28e31dc2fc6f2f870a7c4d0ccdde10321c89bc3e68b7496e24957760c3cd} of B2C companies and 93{5bdb28e31dc2fc6f2f870a7c4d0ccdde10321c89bc3e68b7496e24957760c3cd} of B2B companies say that in 2017 their content marketing campaigns performed better or the same as in 2016. Yet, there are still 4{5bdb28e31dc2fc6f2f870a7c4d0ccdde10321c89bc3e68b7496e24957760c3cd} of B2C businesses and 2{5bdb28e31dc2fc6f2f870a7c4d0ccdde10321c89bc3e68b7496e24957760c3cd} of B2B businesses that say their content is performing worse. So what can these organizations do to improve? They can start by considering the following five common mistakes below, which can cripple your content marketing performance and stand in the way of building audiences who can become business leads. You Aren’t Choosing Topics That Have Value Too many content teams choose shallow, uninteresting or overtly sales-y topics for their blogs and other content. While … [Read more...]