The Internet opened up a whole new world of opportunities for your business, with your services just a few clicks and keystrokes away from reaching your prospective clients. Of course, that same accessibility is available to your competitors as well, which is why you began writing a company blog to give your brand a stronger Web presence.
According to a HubSpot study, you can generate up to 70% more leads than competitors that don’t blog by blogging a mere 1-2 times per month. Bump that up to at least 15 posts per month, and you have the potential to experience up to 5 times the amount of traffic as your non-blogging competitors. There's no guaranteed recipe for success, but as long as you maintain a consistent schedule, produce high-quality content and promote your blog across various social media platforms, you're well on your way to standing head and shoulders above the rest.
But what do you do when you're not seeing the results you desire? You've been committed to putting in the time and the effort, but your blog performance is still lackluster. If this rings true for you, it may be time to contact a content development services company or a content writing services agency and outsource your blog.
Is Outsourcing Your Blog to a Copywriting Agency Right for Your Business?
The idea of putting your content in the hands of an outsider may seem daunting at first; after all, who knows your business better than you? But professional content writers and editors can bring a lot to the table, from their expertise in creating engaging copy to something as simple as an outside perspective. Before we get to that, though, let's take a look at a few reasons your blog may be failing to meet your expectations.
Poor Performance on These Metrics May Mean It’s Time to Buy Blog Content
When should you see results? Unfortunately, there's no mathematical formula or magic mirror on the wall that will tell you when all your hard work is going to pay off. If you're serious about creating a successful blog, be prepared to spend between 6 and 12 months – possibly more – publishing content on a regular schedule before you can gain reliable insight on your blog's performance. When it comes time to evaluate your blog, here are a few things to keep in mind:
- Number of visits. The amount of people who click the links to your articles is a valuable figure that can tell you a couple things: how well your posts are ranking in search engine results and how captivating your headlines are. Search engine optimization (SEO) and keywords play an important role here. Your competitors are trying to attract the same customers as you, so you must strive for unique, relevant and attention-grabbing headlines to boost page visits.
- Length of stay. Getting people to click on your links is just the first piece of the puzzle. Once they've navigated to your page, are they sticking around? Holding your viewers' interest is just as important as drawing them in, so make sure they're as captivated by the content as they are the headline. Giant walls of text are boring and discourage further reading. Break up paragraphs, create numbered lists, add images and links – anything to lengthen your visitors' stay.
- Page views per visit. It's also important to take note of how many individual pages users view when they visit your website. If they've read the specific blog post they were searching for and continue to explore your site, that's a good indicator that they're interested in your company and wish to learn more.
- Social media shares. Your goal is to spread awareness about your brand, but at the end of the day, there's only so much you can do on your own. After you've drawn in visitors and kept them interested, did they add a link to your article on Facebook, LinkedIn or their own personal blog? Sharing content via social media platforms is the modern-day equivalent of good, old-fashioned word-of-mouth. The more people you can get to sing your praises, the more likely they are to attract other users from their communities to your website.
If you've blogged consistently and aren't satisfied with the results after taking these metrics into account, it might be time to outsource your blog in order to generate more visits and viewership. Whether you contact a content writing or content development service, a copywriting agency or even a professional freelancer, outsourcing your content comes with a number of benefits.
Get the “Write Stuff” from a Content Development Services Agency
On first thought, it might feel like outside writers won't be able to properly convey the specific tone you're looking for. It's your business, and trusting someone else with your voice is an intimidating notion for anyone. However, any content services worth their salt will be staffed with writers and editors who specialize in a wide range of content creation and are eager to work with you to express your ideas in an accurate and captivating manner that stays true to your vision.
Dedicated content creators are committed to producing engaging copy, from the headline all the way to the end of the blog post. They utilize keywords efficiently in an effort to boost SEO at every opportunity. Better SEO means your website will appear higher in search results, while captivating headlines encourage more visits to your blog. Once visitors see that the article itself is just as attention-grabbing as the title, they're more likely to keep reading and explore more of your company's website. And when readers are excited to learn more about your brand, they'll also be inspired to share posts on their social media platforms, drawing in even more potential clients.
Last, but certainly not least, outsourcing your blog will give you and your employees more time to focus on keeping your business running smoothly. By allowing copywriting agencies to attract new visitors and prospective customers to your website, you're enabling your internal personnel to concentrate on what they do best – providing reliable service for your company's clients.
Unsure how to go about outsourcing your company blog? Check out our ebook, Outsourcing Content Creation: 6 Essential Questions for Choosing the Right Partner, to help you find the content writing service that works for you.