A good business doesn't just appeal to their current customers, they try to attract new customers, too. But attracting new customers requires content backed by careful thought and strategy – and a solid content strategy takes time. In fact, the majority of B2B marketers meet with their team as often as possible, getting together weekly or even daily to discuss their strategy for strong content development.
When you consider that over 80% of the top-performing companies are creating and publishing several pieces of content each week, it becomes clear that you need a content strategy in place to bring your business to new heights. So, what's the problem? Only 32% of B2B marketers have a structured, documented content strategy.
If the thought of sitting down each day or week and discussing content strategy seems like an impossible concept to you, it may be time to consider buying content writing services. Effective content development requires a significant amount of time and effort. If your current content development strategy isn’t exactly nonexistent, but it’s still missing all or some of the following 4 elements, buying content writing services could be the performance boost you’re looking for.
Content Development Strategy #1: Know Your Buyer Personas
Before you begin writing a piece of content, are you asking yourself: Who am I writing for? If you’re not, you’re lacking a key part of content strategy. Trying to sell to everyone doesn't actually appeal to anyone. Knowing who you're trying to sell to allows you to adjust the tone and message of your content to cater to your specific audience.
If you’ve done some buyer persona research, but you’re only focusing on the demographics of your target audience, that’s still not enough. You have to consider their business goals and the challenges they face on a regular basis. This will help you develop content that instantly connects to your readers by speaking to their pain points and addressing these pain points with relevant solutions.
Content Development Strategy #2: Choose Strong Keywords
If keyword research isn’t a part of your content strategy, you’re potentially missing out on hundreds, or even thousands, of site visits through organic search. When you buy content writing services from a professional content agency, they’ll identify rankable and topical keywords that will help your reader access your content.
Search Engine Optimization (SEO) practices can help your content catapult to the top of Google and other search engines. Why is this so important? Considering that 75% of users never make it past the first page of results, it's critical to research the keywords that can get your content to the front of the line. You don't want your hard work to go unnoticed and unread.
Content Development Strategy #3: Design an Editorial Calendar
A content strategy encompasses more than just content creation. Steve Olenski on Forbes.com views a content strategy as something that "handles the entire lifecycle of the material, from creation to maintenance to removal." So how can an editorial calendar help?
An editorial calendar is a structured planning tool that helps prevent gaps in content creation. If you’re struggling with brainstorming blog topics and publishing on a consistent basis, it may be time to outsource your content management needs to someone who can take care of the strategizing for you.
A content agency that uses an editorial calendar to stay organized is able to ensure their team of writers and editors is providing enough quality content to drive in potential leads, and that the content they are producing is timely and targeted to your business’s buyer personas.
Content Development Strategy #4: Make Content Actionable
Your intent for creating content isn’t just to wow your reader with beautiful prose. Each piece has a purpose – and that purpose is to encourage your reader to take some form of action, whether that’s subscribing to your newsletter, reading other related landing pages or making a purchase.
Using a call-to-action (CTA) helps keep visitors on your site by providing access to products or additional content that they might be interested in. A good CTA is a chance for your readers to move further along the Buyer’s Journey.
However, it takes strategic planning to create the right offer for the right post. You need to consider if an ebook makes sense, and if so, what should that ebook be about and who’s going to write and design it? Maybe it makes more sense to link to a consultation offer. Without taking the time to examine how the message of your content fits with your CTA, it might be interpreted as an unwanted advertisement.
Writing quality content is difficult on its own, but planning out a long-term strategy can be overwhelming. Chances are, you don't have someone on staff prepared to handle the challenges of consistent content development.
Content writing services allow you to buy blog content that is specifically suited to your business and your buyers. When you outsource content writing services to a copywriting agency, you can rely on expert writers who not only are dedicated to providing you with strong content that is sure to engage your readers, but also will craft a long-term content strategy based on your needs.
Take control of your company's future by outsourcing your content strategy to a team of professionals. Click below to view a variety of content packages, so you can find the option that's right for your business and your budget.