If you’re managing content or keeping up your company’s blog, you know what a struggle it is to keep up with things.
There are a lot of factors that go into just publishing a blog post, and if you’re a marketing agency, you’re doing that for your own brand AND your clients. It’s a lot! From working with freelancers to creating goals for your content, there are a few things you can do to ensure you get quality copy that your audience will actually read.
Ensure Your Content Team Has the Resources They Need
We know how important content is in an inbound marketing strategy. If you can successfully get a visitor to your site with paid ads, it’s crucial to give them something that will make them stick around, whether that’s a blog post, downloadable guide, or instructional infographic.
But putting all of that content together takes time and the right resources. If your content team (or content person) doesn’t have the time, budget, or content creators to build out solid content, you won’t be able to keep visitors coming back. Here are a few resources you’ll want to have in place:
Design resources for content like infographics, checklists, guides, etc.
Best practices for content that aligns with your marketing strategy
A writer (staff or freelancer) that can handle the topic
Someone to review and edit the content
Management tools for the content production process (I’ve used everything from Wrike to Basecamp)
And perhaps most crucial: you’ll need someone on your team to oversee the whole process. (I don’t recommend adding “Content Manager” to your list of responsibilities if you’re a CEO.)
Set Expectations on What Your Content Needs to Accomplish
I send out pitches regularly to companies that I might like to work with.
I expect to have to provide samples of my writing, and include these with any proposal. But sometimes companies require a test article.
I’m often shocked at the requests though: often I’ll only have a topic or possible blog title to go off of. Without knowing the brand’s background, target audience, or goals for the article, I have to do a bit of research just to catch up on the topic.
These companies will have a hard time finding what they need, and will likely struggle to keep an eager, qualified writer on their team. And that’s for a few reasons:
They don’t know who the audience is for their content, or haven’t thought about it.
They don’t know what kind of content they need to produce for the specific topic. Some blog posts might work better as an infographic or longer guide.
There isn’t enough background information on the topic.
If you’re not giving your writers a brief of some kind, you’re not going to get back the kind of content that you actually need.
You Need a Content Calendar
In the world of marketing agencies and agile startups, there are a lot of things that happen on the fly. I HIGHLY recommend that you don’t let your content production process fall into the trap of quick-but-sloppy execution.
The BEST thing you can do for your blog is to develop a calendar for your content that aligns with not just your inbound strategy, but your business goals. How many leads do you want your website to generate? Do you have any events or workshops that you’re prepping for? Your calendar should reflect these goals and events, and your content can support these campaigns.
(If you need help building a content calendar, you can contact me here for a free consultation. I love collaborating on this part of the process!)
Giving Your Audience Better Content
The content on your blog has the potential to drive more success for your business. When you give a website visitor well-written and thoughtful content, you’re establishing more of a connection with them. When they need information on the kind of services you provide, or want insight on your industry, your content indicates how you’re able to help them.
When your brand’s vision and business strategy is reflected in your content, and when you put resources behind that, your audience will notice. And they’ll love you for it.