Outsourcing your blog posts can be a game-changer for your business.
Increase Your Website Traffic
High-quality, regular content can boost your search engine rankings. When you outsource, you tap into professional writers who know how to craft posts that attract and engage readers. This can significantly increase your website traffic, making it easier for potential customers to find you. For instance, HubSpot found that companies that blogged 16+ times a month got 3.5 times more traffic than those blogging 0-4 times monthly.
Save Time and Effort
Running a business is demanding. Writing blog posts can consume valuable time and energy. By outsourcing, you delegate this task to professionals, freeing you up to focus on core business activities. Imagine spending your time growing your business rather than worrying about the next blog topic or deadline. For example, a small business owner might spend around 3-4 hours on a single blog post. Outsourcing this can save those hours for strategic tasks.
Access to Expertise
Outsourcing gives you access to experienced writers who can produce high-quality content. These professionals understand SEO (Search Engine Optimisation), compelling storytelling, and audience engagement. They bring a fresh perspective and a high level of expertise that might be hard to find in-house. For instance, hiring a content writer with a background in your industry can ensure that your blogs are both accurate and insightful.
Determining Your Blogging Needs
Outsourcing blog posts starts with understanding your specific needs.
Define Your Goals
First, identify what you want to achieve with your blog. Are you aiming to increase website traffic, generate leads, or establish your brand as an authority? Clear goals guide your content strategy and help your writers deliver posts that align with your business objectives. For instance, if your goal is to increase leads, your blog topics might focus on providing solutions to common problems your potential customers face.
Identify Your Audience
Knowing your audience is crucial. Understand who they are, what they care about, and how your content can help them. Create audience personas if necessary. These are fictional characters representing your ideal readers. For example, if you run a pet care business, your audience might include new pet owners looking for training tips. Knowing this, your outsourced content can directly address their concerns and interests.
Set a Budget
Outsourcing costs money, so it’s important to set a clear budget. Determine how much you’re willing to spend per post or per month. Prices can vary significantly based on the writer’s experience and the complexity of the content. For example, you might budget £50-£200 per post depending on the quality and depth you need. This helps you manage expenses while ensuring you get the quality you expect.
By clearly defining your goals, understanding your audience, and setting a budget, you lay the groundwork for successful blog outsourcing. This strategic approach ensures that every blog post contributes to your business growth.
Finding the Right Writers
Selecting the right writers is critical to your blog's success.
Freelance Platforms
Freelance platforms like Upwork, Freelancer, and Fiverr can be good places to start. These sites connect you with a wide range of writers. You can review their profiles, read client reviews, and see samples of their work. For example, on Upwork, you can filter writers based on their experience, rates, and specialisations. This helps you find a writer who matches your needs and budget. A lot of small business owners find this a time suck, and not particularly cost-effective in the long term.
Content Agencies
Content agencies provide a more structured approach. They often have teams of writers and editors who ensure consistent quality. Agencies handle the recruitment, vetting, and management of writers. This means you get reliable content without the hassle of managing individual freelancers. We offer this with our 99 Quid Blog Post Plan.
Agencies can require more than a one-post commitment. Like freelancers, they understand that you need a steady stream of content to make an impact, and may not be interested in writing 4 posts a year for you.
Personal Networks
Leverage your personal and professional networks. Ask colleagues, friends, or business associates if they can recommend a good writer. Personal recommendations often come with insights about the writer’s reliability and quality of work. For instance, a fellow business owner might suggest a writer they’ve successfully worked with, giving you a trusted starting point.
Selecting the right writer involves reviewing their past work, checking reviews, and possibly starting with a small project to test their capabilities. This way, you can find a writer who understands your voice and delivers the quality you need.
Creating a Clear Brief for Your Blog Writers
A clear brief is essential for getting the best results from your writers.
Outline Your Requirements
Start by detailing your needs. Specify the topics, keywords, and the tone you want. For example, if you own a bakery, you might want posts on baking tips, recipes, and industry trends. Clearly stating these details helps writers understand your expectations and produce content that matches your vision.
Set Clear Deadlines
Deadlines ensure timely delivery of content. Be specific about when you need each post. For instance, if you want a post on summer baking tips, set a deadline well before the summer season starts. Clear deadlines help writers manage their time and ensure your content is ready when you need it.
Provide Examples
Examples help writers grasp your preferred style and quality. Share links to blog posts you like or ones from your own blog that hit the mark. For example, if you admire the style of a particular food blog, share a link with your writer. This gives them a concrete idea of what you’re looking for and increases the chances of receiving content you love.
If you don't know how to create a brief, find a writer who specialises in working with people new to outsourced content, like us.
By creating a detailed brief, setting clear deadlines, and providing examples, you set your writers up for success. This approach ensures the content they produce aligns with your goals and resonates with your audience.
Managing the Outsourcing Process
Effective management is key to a successful outsourcing experience.
Communication
Maintain regular communication with your writers. Use email, messaging apps, or project management tools like Trello or Asana. Clear and frequent communication helps avoid misunderstandings and keeps the project on track. For example, setting up a weekly check-in can ensure everyone is aligned and address any issues promptly.
Feedback
Provide constructive feedback on drafts. Highlight what you liked and where improvements are needed. Be specific and kind. For example, instead of saying “This isn’t good,” try “I like the introduction, but the middle section needs more data to support the claims.” Positive and clear feedback helps writers improve and produce better content over time. Unclear feedback drags out the writing process, stalls the project and makes your writers miserable.
Review and Edit
Always review and edit the content before publishing. This ensures it meets your standards and aligns with your brand voice. Use tools like Grammarly for basic grammar checks, but also read through the content yourself. For example, you might want to add a personal touch or tweak certain phrases to better suit your audience.
Managing the outsourcing process involves clear communication, constructive feedback, and thorough review. These steps ensure you receive high-quality content that resonates with your readers and supports your business goals.
Measuring Success and Adjusting Your Content Strategies
Tracking and adjusting your strategy is vital for long-term success.
Track Performance
Use tools like Google Analytics to monitor your blog’s performance. Look at key metrics such as traffic, bounce rate, and time spent on page. For example, if a post on baking tips has a high bounce rate, it might not be engaging enough or match reader expectations. Regularly reviewing these metrics helps you understand what’s working and what isn’t.
Adjust as Needed
Be prepared to tweak your strategy based on performance data. If certain topics or styles resonate more with your audience, focus more on those. For example, if posts with video tutorials perform better, consider incorporating more videos into your content. Flexibility allows you to optimise your approach and continually improve your blog’s effectiveness.
Sometimes It’s Not the Blog Content
Occasionally, the issue isn’t with your blog content. We worked with a client who was getting significant traffic via blog posts but not converting. The problem wasn’t the blogs; it was the sales pages. The buy button didn’t lead to the correct checkout page. The business owner thought it was a blog problem, but it was a technical issue on the sales page. This example highlights the importance of checking all parts of your sales funnel and not just your top-of-funnel content.
Continuous Improvement
Keep refining your approach for better results. Stay updated with the latest trends in blogging and SEO. For example, Google’s algorithm changes can impact your search rankings. By staying informed and adaptable, you ensure your content remains relevant and effective.
Measuring success and adjusting your strategies ensures your blog remains effective and aligned with your business goals. Regular tracking, strategic adjustments, and a commitment to continuous improvement will keep your content fresh and engaging.
Outsourcing your blog posts can be a strategic move for small business owners looking to boost their online presence and drive more traffic to their websites.
Key Takeaways:
- Increase Website Traffic: Professional writers can help enhance your search engine rankings.
- Save Time and Effort: Focus on your business while experts handle your blog content.
- Access to Expertise: Benefit from the skills and experience of seasoned writers.
By outsourcing your blog content, you can leverage the skills of experienced writers to create engaging, high-quality posts that resonate with your audience. Clear goals, a well-defined audience, and a structured approach to finding and managing writers will ensure the success of your blogging efforts.
As a next step, give us a call on 07816 528421 (or drop us a Whatsapp message). We don't bite and we write excellent blog posts.
Sarah x
