How to update old blog posts for better SEO

Getting the most out of your SEO program is all about creating new content on a consistent basis.
Or is it?
Creating new content is necessary, and as you know, it takes a great deal of time. That’s why it’s also important that you take care of quicker tasks that will reap significant rewards over time. One of those key tasks involve updating old blog posts for better SEO.
It’s OK if you don’t like living in the past. But in this case, a trip down memory lane can open up a superhighway of new traffic. Sometimes, a few minor adjustments to the copy, adding an image or video and doing a quick scan of links are all you need to make an old blog post new again.

Why you should update old posts

Updating old posts will improve your credibility. Nothing screams, “I don’t pay attention,” like a broken or outdated link in a blog post. Keeping up with those resources and updating when appropriate is good for your credibility, and will ensure search engines don’t overlook your content.
You can focus efforts on higher-performing articles. Before you groan about having to update every blog post you wrote in 2018, never fear. Pick your top-performing posts and reinforce them with solid updates.
You don’t need a ton of resources. Updating old blog posts doesn’t take as much time as a full rewrite, so you don’t have to throw a lot of manpower behind the job.

How to update old content for SEO success

  • Make sure all links are up to date. Nothing old or broken, please.
  • Evaluate your sources for relevance. First, make sure they still exist. Then, determine whether they’re evergreen, or they should be replaced with something more recent.
  • Thicken” your content. Thicken means provide more recent examples or go into greater depth on certain points to enrich the post and make your keywords more attractive to search engines.

Make functional SEO changes

  • Pay attention to your formatting. Make sure your text uses the right styles for headings, body copy, bullets, etc.
  • Rethink your link text. Get rid of nondescript language, such “click here,” or “read this.” Instead, place links with text that properly describes what people will get when they click.
  • Add and update headings. Break up your text with relevant headings to help search engines pick up keywords.
  • Check meta descriptions. Ensure that meta descriptions of your webpages contain appropriate keywords and titles.

Consider visual improvements

Nothing but text on the page? It may be some of the best copy ever written, but even fantastic copy needs a little boost. These tactics can help:

  • Add a video. Can the story you’re trying to tell be enhanced by video? If so, it’s worth the extra effort.
  • Add an image. Make sure the image is relevant. Whenever possible, use authentic images featuring real people and things. If you must use stock photography, make sure the image assists visually in describing what’s going on in the post. Images should be appropriately named with descriptive language and tagged. For example: instead of calling your image IMG_043.jpg, call it “mom-and-child-playing-in-park.jpg.”
  • Create an infographic. A more-descriptive visual interpretation of what you’re trying to say will punch up your post and play well on social media.

Redistribute Old Content

Speaking of social media, here are some ways to reignite interest in your old blog posts:

  • Repost old content on social media to remind your target audiences of it.
  • Include it in a targeted email.
  • Add it to your social media channel rotation so that it pops back up over the course of the quarter.

Technical methods for updating old content

It’s important that you establish a good methodology for regularly updating old posts to ensure you’re getting the most out of them. Sometimes, a post that didn’t do as well as you thought six months ago might get a new lease on life with a quick update. Here are some technical pointers to help you stay on top of the refreshing schedule:
Consider a website plugin. WordPress (bad link) that will automatically show you the date the post was modified.
Manually include update language. If you can’t use a plugin, manually note at the top of the post the date of modification.
Mark your calendar. Include space in your content calendar to indicate when posts were updated. Set up reminders in Outlook or whatever calendar you use to evaluate certain posts.

We can help you make old blog posts new again

If you still think you may need some assistance with updating old blog posts, Tempesta Media can help. Our editing solution automatically evaluates blog posts based on the parameters above, and our team of writing experts get to work on making your content shine no matter its age. For more, contact us.

How to promote FAQ articles and why they'll improve your website

Last month we received such great feedback about our article “Why FAQs are a good idea for your content strategy” that we’ve created more content to aid in your development of FAQ articles.

How to promote and share FAQ articles

Build an FAQ section on your website with dedicated pages for each Q&A. By structuring your FAQ section so that each query is hyperlinked to a separate page, each answer becomes searchable in both your site and Google.
Incorporate your FAQ articles into your site’s knowledge base. Some marketing tools have great knowledge bases, for example, HubSpot’s service hubCustomers and prospects should also be able to easily spot it on the Home page and the navigation menu. 

FAQ articles will also be useful in areas where visitors go when they need assistance, such as the Contact Us page.
Chatbots have become much more advanced thanks to artificial intelligence. The chatbot can open with a helpful Q/A based on a users action on your website. Or you can trigger the chatbot to respond to specific questions with helpful articles. This helps the customer by providing a quick and prompt answer. It also saves your team time by not having to answer each question individually. 

New features and platform updates are best accompanied with helpful articles to ensure that users will be able to help themselves.

Why is FAQ content a great strategy to incorporate?

When done right, FAQ articles can provide real value to both your business and your readers. 

Visitors will see it as a demonstration of your expertise as it relates to your product or service and business model.

By directly addressing their concerns and removing any purchase obstacles, you also show more value to your customers and prospects.
As an SEO strategy, FAQ articles increase the frequency you publish new content as these pieces are typically easier to create and there are many opportunities to add new responses. FAQs improve your website performance as they typically increase the number of pages visited per session and improve bounce rates. 

11 ways to write an awesome meta-description

Meta descriptions are like film teasers that tempt the audience to spend their time and money on a film. In the exciting and competitive world of search engine optimization (SEO), the objective of a meta description is to coax the reader to click a link and direct traffic to a website.
Meta descriptions are found just under the website URL on the search engine results page.
Unlike film teasers that entice viewers by being stingy with information, meta descriptions spill everything. Nonetheless, there are certain limitations.
Be guided by these 10 simple tips for writing awesome meta descriptions. Everyone can learn from these compelling examples from companies that sprung forth under the digital age.

1. There is a maximum number of words for a meta description

No real limit was set but SEO practitioners suggest keeping meta descriptions to fewer than 160 characters. Example:
Twitter’s Meta Description: “From breaking news and entertainment to sports and politics, get the full story with all the live commentary.”

2. Make sure the meta description is relevant to the article

Nothing is worse than seeing a snippet for an article and after clicking it, realizing that the article didn’t actually answer your question. You then have to go back to square one. This type of behavior results in a bounce. In order to avoid bounces, make sure your meta description is about the article that you are describing.

3. Refrain from using special characters

Punctuation marks are fine but don’t use quotation marks and slashes. These are used in HTML code and may confuse search engines.

4. Keep the original copy concise

Readers should be able to digest information quickly. Only the best products and services should be presented in meta descriptions. Example:
Tempesta Media’s Meta Description: “Tempesta Media creates high quality custom content for agencies and enterprises. Easily scale original blog articles, case studies and white papers.”

5. Use simple words without industry jargon

Sites that use flowery or flashy vocabulary do have a following, but it’s severely limited. Keep the language simple. Example:
Johnny Was’ Meta Description: “Find luxury boho fashion and accessories at Johnny Was. Shop boho chic dresses, tops, jeans, kimonos, bags. Free shipping on all U.S. orders.”

6. Content that provides value to the reader

Recall the golden rule of SEO. Good writing that provides unique and relevant content will never fail to attract readers. Example:
Flackable Meta Description: “Refreshingly bold PR agency for financial & professional services firms. Headquartered in Philadelphia, Flackable is a national, full-service public relations & digital marketing agency.”

7. Format all meta descriptions properly

Use the prescribed formatting so that the technology can read the text easily and the correct and complete information is displayed for the readers.

8. Optimize meta descriptions for keywords

Make sure you target a particular keyword for every page on your website and include this in your meta description – here is another guide that will be helpful about keyword optimization.

9. Questions within content get answered by search engines

People type questions when they use search engines. Include question-like keywords in your meta description to make an easy match.

10. Original content with the audience in mind

Give your target audience what they want to hear – the information that is most valuable for them. Example:
YouTube Meta Description: “Enjoy the videos and music you love, upload original content, and share it all with friends, family, and the world on YouTube.”

11. Include a call to action

Use a single, strong command verb at the start or the end of your meta description. Example:
Jotform Meta Description: “Teachers can help students with undiagnosed disabilities succeed in class by following these six steps to create personalized learning plans.”
Meta descriptions are like the ad copy that get’s displayed by the search engines. If your headline and “ad copy” (otherwise known as a meta description) is enticing, you’ll receive more interest, which translates to more clicks. Clicks are directly related to SEO, which means that meta descriptions should be a component of your marketing strategy. These snippets can give you:

  • Another chance to trumpet your content.
  • Great potential for improved CTRs.
  • Additional promotion via social networking sites.

The bottom line: marketers benefit from ensuring their content has strategic and well-written meta descriptions.

How to Allocate Your Content Marketing Budget Between Creation and Promotion

This question comes up often and is an area that many content marketers struggle to deal with.

The ideal allocation that we’ve seen across our customer base ranges from two to three times the amount spent on content. That means that if you’re putting a budget together for every dollar that you spend on creating the content, you should spend an additional $2 to $3 dollars on promoting the content. Many companies in the B2B space don’t have a very large social media presence or prospect database of which to work with, so they have limited distribution on what they can do with their content.

Oftentimes, they’re going to post that content to their blog. They may share a snippet of it with their social networks or send out an email that invites prospects and customers to go and read the blog post. Even if a customer or company does all those things, it’s not enough. To be able to go to move the needle significantly, companies need to look at other ways that they can go and promote that content on the internet.

Allocating the Right Budget

Before you determine how you’re going to go and promote the content, you need to establish a budget. For example, most pieces of content typically run between $100 and $300. To ensure success, you should allocate between $600 and $900 per content for the promotion of it.

Establishing Goals

This is going to vary depending on what types of goals you have before you even get started with any type of content marketing program. You need to have clearly established and quantifiable goals so you can measure how well your content marketing programs are doing for B2B companies. The best approach is establishing multiple goals depending on where a prospect comes into your company and how they ultimately come out as a sale.

Your goals for each part of the funnel vary:

Top funnel – Goals include visitors to your website, time spent on your website, number of page views.

Middle funnel – Goals can include where they have gone and read other content on your site or whether they have gone and signed up for a newsletter. These goals can also be whether they’ve downloaded a new guide.

Bottom funnel – Goals are associated with things such as leads and sales.

How Do You Create Goals?

First, you need to have a balanced set of goals equally weighted based on what your company’s corporate objectives are.

Next, establish is what is the cost per sale and cost per lead. That should be coming from this program versus your other digital marketing programs for content marketing. It works differently than what you see with traditional media.

For example, if you were to run a Google AdWords campaign, the amount of money that you spend is directly correlated to the immediate actions that happen. Let’s say you bid on certain keywords such as “content marketing” and allocate $500, that money is going to be spent fairly quickly.

Whatever happens as a result of that, in terms of clicks to your website is fairly instantaneous.

There is also little tail effect that comes with it. This means your campaign is only going to produce as well as that first 30-day period by which the campaign is run.

Another example is email. When you run an email campaign, you send that email out and the vast majority of the responses come in within the first 96 hours.

In fact, over 90 percent of all responses come in within the first 96 hours. So that means you’re going to know pretty quickly whether your campaign is successful or not and what the cost per lead is.

Content operates very differently from this. When content is first published, there is going to be some initial pickup that comes with it in terms of traffic leads and so forth. However, unlike other marketing channels, the real benefit with content marketing is that performance, while it does dissipate to some degree, continues for an extended period of time.

This is because the content itself is evergreen by nature, especially within the new site. Over time, as you start compounding and adding other pieces of content to your content marketing campaign, you start picking up higher rankings within search engines. This means more organic traffic coming in. On the social side, you start to see some veracity that happens especially if you create some compelling content.

Finally, on the influencer side, it’s content syndication. If those are running for an extended period, you’ll also pick up from that. You need to keep that in mind when you’re trying to determine what the financial goals and cost per lead are.

With a content marketing program, traditional digital media campaigns are running in 30-day increments. This means that most of your results all happen within a 30-day period. Content marketing does not have that same alignment. Most of your spending is done within the 30-day period. However, the performance is advertised over a very long period and could be up to 2 years.

What Are the Best Ways to Budget for Content Marketing?

For small companies that are $5 million or less in revenue, they can go with anywhere from two to four pieces of content per month. They can also allocate on the ratios between promotion and creation.

On the B2C side, it’s the same thing. If you are a company between $5 million and $50 million in revenue, you’re large enough to have a much more robust content marketing program. From there, you can start introducing other portions of an overall content marketing budget. You can include content analysis and content strategy, which requires heavier allocation.

Promotion is even more dramatic as well as the content frequency. What we’re seeing is that companies are allocating anywhere from $100,000 to $300,000 of content marketing spend on an annual basis. If you’re under $5 million dollars in revenue, we’re seeing anywhere from $10,000 to $15,000 being spent.

The percentage is being allocated by size of the company. Smaller companies tend to spend a larger percentage of their digital marketing budget on content marketing than larger companies do. This is because content marketing has a much higher ROI associated with other marketing channels for larger companies.

Content marketing is an excellent channel for them, but they very quickly reach saturation. It forces them to go into other digital marketing programs to build that success.

Tempesta Media’s Simple Social Share

Tempesta Media offers a micro-influencer solution called Simple Social Share. It allows companies to be able to go and invite micro-influencers to share the content that we create on their behalf with their social media followers. What this does is it creates an amplification effect and drives new people. This can be incredibly cost-effective, and it’s just one of many different ways that are available to promote the content.

How to create content around current events?

Creating content around current events is actually a challenge that a lot of businesses face.
The bigger the business is, the more difficult this can be. The reason why businesses have a difficult time creating content around current events is that a lot of them have to go through an entire compliance and approval process internally before even a single piece of content is published to their website. That approval process can take up to several weeks. Under these assumptions, traditional methods of content marketing can feel impossible for a lot of bigger companies.
There is, however, a way to solve this. We’ve had experience with many of our with our larger clients especially in highly regulated industries such as health care, financial services, and insurance.

Creating content ahead of time

There are certain things that happen in the world or within an industry that, while they are unique, they do happen with some sort of regularity. A good example is a financial services client that covers the stock market, trading, etc. It’s guaranteed that at some point in the future, the stock market is going to go up significantly, or it’s going to go down significantly. Companies can proactively write content around those two events in advance.
Continuing with this financial services example, write a commentary like “The market went up X percent today.” This typically leads to things such as improved GDP or other reasons. You can put your point of view and what message you’re trying to convey as a business or financial services entity. Then go and get the content pre-approved in advance so that the moment that when the stock market goes up 3 percent or conversely goes down, you’re ready with content that you can put out, which has already been pre-approved to comply with your internal processes.
Another example is in the insurance space. Within this space, there are unfortunate events that do happen with regularity. Examples are security breaches or cybersecurity breaches. These can also be natural events such as hurricanes, typhoons, cyclones, tragic snowfall with blizzards, earthquakes, and volcano eruption. It’s not difficult to write content around those events and communicate your point of view so that when such an event happens, you’ll at least be prepared with a message.
That’s one way a lot of larger corporations are being able to stay on top of the current events that happen while still keeping in place the compliance and regulatory requirements that are associated with their industry.

Creating content using templates

Now if you’re in an industry that doesn’t have all that overhead or you are at a company that can make decisions faster, there are other tactics that you can use. Many clients take advantage of our ability to follow specific keywords or trends associated within their industry. So whenever a large event happens that is associated with an industry brand leader, we can quickly summarize the event or create an article about what happened. We can also provide a standardized point of view based on a Voice Profile.
The summary of the article is something that’s very easy to get approved internally. If your company already has worked with us to develop talking points that you want to be conveyed, then it is easy to turn an article around in a couple days. Within that event happening, you can be one of the first companies to talk to it.
This concept of what I’m discussing is called a news commentary, and it is a readily available content option within all customers interfaces. Customers can easily order such content on a timely basis, by selecting the News Commentary option.
News commentaries can utilize template sharing because once a format is locked in, they are easy to develop. For example, a news commentary format typically includes an overview of what the major event was, what the impact was, and then provide a direct link to whatever the major news source was that covered the event. From there, the key talking points and additional insights are linked together in a homogeneous fashion by the customer’s writing team.

How to create content without breaking the bank

Marketing teams often wear many hats from social media specialists to web developers and content writers. You know great content helps companies rank in search engines and increase website traffic… but writing the content is SO time consuming. The task of sitting down to write an 800-word blog post might end up falling to the end of your to-do list.
If you think you don’t have the time, we will introduce additional ways to create content that won’t eat up your afternoon. Not all great content takes forever to create. For example, you can use and reuse your existing content to develop blogs, articles and other digital marketing assets. It’s maximum content with minimum effort.

Upcycle and reuse

If you’ve already made great content in the past, then don’t just let it sit there. You can upcycle it into better content. Did you write several articles about a specific topic? Why not change them up a little and combine them into a case study or white paper. You can turn your blog posts into a downloadable asset to usher customers through the sales funnel.
You can break down large articles into several smaller ones or even create small Facebook posts or tweets about them. Many social media posts can come from one good article. Have access to graphics? Why not turn a blog post or white paper into an infographic for Pinterest or Instagram?

Let customers, partners come up with ideas

The hardest part of content creating isn’t the writing; it’s coming up with topics. Your customers are your best topic resource. Ask them for feedback on your recent webinar, video or podcast. Did they have any questions? Was there something that was difficult to understand? Their concerns make great blog topics.
Create blog posts that answer their questions and use the question as your headline. Google loves answering searcher’s questions which can improve your work, and potentially add your post in a knowledge graph. That’s prime real estate.
Your customers don’t want to search your site to get questions answered. By making it a blog post title, they know exactly what they’re getting.
The same goes with your vendors. Think about their pain points and ask for their ideas. Vendors may also want to participate in the article and share it with their audience. A good backlink from them is worth its weight in gold.

The facts in F.A.Q.s

Websites often have extensive Frequently Asked Questions sections. The answers are short to keep from using too much space, but why not expand on them in your blog. Your customers appreciate it and you get the chance to expand on much needed answers.
If customers consistently ask the same questions in emails or on social media, use it as a topic for your content. Common questions clearly demonstrate an area of confusion that should be educated within your brand messaging. Plus, it will save your support team from having to answer the same question over and over again, ultimately improved your customer support.

It’s all linkjuice

Need something quick? Find helpful resources and link them within a list for your readers. The resources should be something that all relate to a certain topic. Add a small explanation for each resource, turning it into a great blog article. It’s fast and has good authoritative external links. Try to get the copy to at least 300 words.

A picture is worth a thousand words

Google image search is one of the least optimized aspects of the search engine. The pictures you choose, ideally created by you and not stock images, can impact traffic. They should be vibrant and effectively complement the article. Images should have alt tags for SEO and captions to explain a concept.
Google image search can help you website SEO with effective meta data. Make the keywords natural like they belong there. Why use only one images? If you’ve got several great pictures, create a gallery with captions.

Teach old content new tricks

If you’ve had a blog or website for a long time, then you have a library of old content that’s just sitting there. The information is still good for the most part, but it needs to be updated. It could be that the technology has changed, the rules are different or you’ve updated products.
Go through and update your existing blogs to add new information to customers. The updates won’t take long and Google notices the new content and might improve your rankings. A single blog update may only take a few minutes.

Great content doesn’t have to be time consuming

The old saying goes that “content is king,” but it’s hard to be on the throne if you don’t create it. These are some ways to create content that doesn’t take your forever. If you still don’t have the time or want to learn more about content creation, please visit our site and learn all that we have to offer.

Why Tempesta Media is the answer to your content marketing headaches

Content marketing is an effective way for businesses to establish credibility, build trust and drive visitors to their websites. Tempesta Media has developed content marketing solutions for every type of business. Whether a company is implementing a content strategy for this first time or is looking to optimize their content marketing program, a partnership with Tempesta Media provides companies with high quality content in order to scale easily.

Tempesta Media – an all-inclusive content marketing company

  • Writers with real-world experience and expertise – Tempesta Media writers have worked in the industries that they write about, and are qualified to provide credible content.
  • Unlimited revisions – There are no limits to the number of revisions clients can demand to meet their content needs.
  • Editing – Every single article is edited by Tempesta Media’s professional in-house editing team to ensure that the content matches the client’s voice, fulfills assignment guidelines, and is well-written.
  • Voice Profile – The “voice” of a business refers to the communication style of its content. Tempesta Media writers will match a company’s voice to maintain brand consistency. Writers adhere to such guidelines in order to fulfill content goals.
  • Personal account manager – An account manager is assigned to each client to ensure a constant exchange of information. The account manager is like your content marketing quarterback, optimizing your voice and writing team.
  • Plagiarism screening – Content is screened to ensure that it is not duplicated or unoriginal. This saves your company from a potential lawsuit.
  • SEO meta descriptions and keywords – Writers are trained to include meta descriptions and keywords that are relevant to the content. All content is optimized for SEO.
  • Unlimited use of platform – Clients can use Tempesta Media’s proprietary content marketing platform and its technology for free. The platform is intuitive and easy to use. Finally, an all-inclusive content solution that can help you scale high-quality content.

Why other content marketing companies fall short when it comes to providing the quality you need

The problem with most content marketing companies is that they hardly ever deliver what they promised. Some of the typical reasons why people have bad experiences with other content marketing companies:

  • Writers of varying quality – The writing quality varies from good to poor. The reason is that many companies hire freelance writers without vetting their qualifications. This often means that clients must request more revisions, and are lucky if those revisions are up to standard.
  • Writers lack industry expertise – Many content writing companies hire one-size-fits-all writers who have no experience with specific industries. In this example, a legal expert could writing content for a medical device company. If your company is in a niche industry, it will be nearly impossible to get content that truly engages your specialized target audience.
  • No voice profiles – Without understanding a client’s voice, it is impossible to create appropriate content for a target audience.
  • Additional costs for editing and customer support – Many of these companies charge extra for revisions to content and editing, and require premier memberships for customer support. Think of this as the Spirit airlines of content marketing – you think you’ve secured a deal until you realize all the hidden costs that come into play.
  • Not based in the U.S. – Some content writing companies are based overseas, which means English is not their first language. This will cause many communication problems and also affects content quality.

Unlike Tempesta Media, other content providers lack an easy-to-use technology platform and don’t provide clients with a personalized account manager who assures quality control, customer service satisfaction and consistent content delivery.

The problem with hiring freelance content writers

Opting for a content writing solution that includes a heavy reliance on freelancers is a losing proposition because many freelance writers are:

  • Unreliable – What happens when a freelance writer decides not to deliver an article? Or becomes unresponsive?
  • Poor time managers – Clients will spend a lot of time managing freelance writers to ensure they deliver content that adheres to an editorial calendar. It is nearly impossible to receive a guaranteed turnaround from freelance writers as they typically juggle many other clients and priorities.
  • Lacking in editing skills – Freelance writers often lack the editing skills necessary to make revisions to content. Freelance writers don’t come with a full-service editing department to review content, which means that you could be responsible for the editing – a task that can be time-consuming.
  • More likely to plagiarize – Writers who are not vetted often “borrow” content ideas and phrases from professionals, which leave clients vulnerable to plagiarism accusations, and a loss of credibility in their industry. In fact, a study found that plagiarized content on the internet increased from 25 percent in 2009 to 44 percent in 2011.

The importance of a content strategy for the future

Content marketing is here to stay, which means the best providers in the industry also help their clients develop a content strategy for the future.
Tempesta Media provides clients with a content strategy that includes:

  • Creating a target audience – Who will consume the content and why?
  • Determining best formats – Which type of content most effectively communicates a client’s culture and vision? Is it short blog pieces, long-form articles, white papers, e-guides or video tutorials?
  • Determining publishing channels – What social media platforms are most appropriate for the content? For example, image-driven content like short-form videos and photos are ideal for Instagram, which has more than 800 million monthly active users and 8 million Instagram Business profiles. More telling, 25 percent of Instagram ads are single videos, and engagement levels are the highest for videos that are 30 seconds or shorter. The Tempesta content team understands how to create the appropriate content for social media platforms based on the marketing needs of each client.
  • Content management plan – What is the content publishing schedule, and how will businesses analyze return on investment?

The importance of making a wise choice

Content marketing is a key driver of business success. It is important to choose a content marketing company that uses professional writers who deliver outstanding content on time, and will not consider a job completed until it meets a client’s needs.

How outsourcing content can make you a rock star

In the technology industry, developing the right service is a lot like being in a rock band and finally catching your big break. You’ve done the market research, studied your customers and listened to their pain points. Now, you are confident you have developed one of the best services possible for your niche in the technology industry. With the right timing and marketing, your business is poised to increase significantly. You are convinced you’ve got a hit.
Is your marketing department ready? Does “the band” have the chops to go the distance?
When industry changes happen in the blink of an eye, your marketing team needs enough agility to respond. They must be able to tailor content marketing efforts to each situation, and remain nimble enough to respond quickly to consumer demands.
Your marketing team needs to:

  • Create content that resonates with your audience.
  • Optimize that content for search.
  • Strategically distribute content for maximum visibility.
  • Drive quality leads to your website.

Can your marketing department do all of that alone – and as quickly as the marketplace demands, for a reasonable cost?
If not, that’s OK. You’re in the same boat with a lot of other businesses. Here’s your solution: To remain as agile as possible, outsource your content.
“But wait!” you might be thinking. “How could a bunch of strangers help my marketing efforts stay agile?”
Very valid question. Lead singers probably ask a similar question when they’re asked to work with session musicians.
The feeling of apprehension is completely understandable. After all, no one knows your business the way your employees do, and no outside agency can fully comprehend the intimate day-to-day details of your organization. BUT – that level of intimacy also has its disadvantages:
Internal bias. When you REALLY love your company, your writing can become too promotional, which limits its value. An unbiased content creator is better at identifying challenges and opportunities in this regard.
Fixed headcount. Do you have the budget flexibility to bring on lots of new employees for seasonal efforts, then cut them loose when it’s over? Not many companies in the technology industry do. That means when a big effort is underway, you can only move as quickly as the number of people on staff you have helping out.
Time wasted on recruitment training. If you insist on bringing on new employees, you’re going to spend a lot of time and money trying to find them. When you do find them, you’ll then need to spend time training them.
Lacking skills. Does your marketing team include specialists with deep knowledge of SEO or web copywriting? Does anyone on your team know what common sense marketing is? If not, they will need to brush up on these skills first, which further delays the speed and quality of your efforts.
A better solution is to work with an outside agency that at the very least can supplement your team’s efforts and help your team collaborate on content smarter and more efficiently. Here are the advantages to outsourcing content:
Implement quickly. If you do everything in-house, you will save money, but your employees will need time to bring themselves up to speed on content marketing best practices and develop targeted content. With help from an agency, you can hit the ground running more quickly.
Spend money wisely. As previously stated, doing everything in-house will save money, but not long term. If you need to ramp up your content marketing in a hurry, it will cost more to hire in-house, then bring employees up to speed.
Create more content without headcount. With the flexibility of an agency, you can follow the ebb and flow of the tech industry without having to hire new team members, or lay them off when a big campaign is over.
Experiment wisely. An agency can try different content marketing methods on an experimental basis to help your business find what works and take advantage of the right trends. Further, the agency’s expertise will ensure you spend time and money on the right cutting-edge trends.

So how much should you spend?

How much you spend with an agency will depend on where your business is on the content marketing spectrum. Are you just getting your feet wet, or are you an old pro at implementing content marketing best practices across your organization, then measuring the results? An external agency can tailor its offerings to where you are on the content marketing spectrum and deliver measurable results for your money.
Outsourcing content to an agency doesn’t replace or undermine your employees. In fact, working with the right “session musicians” actually helps your “band” become the rock stars they truly are! Whether you’re just dipping your toe into content marketing waters or need help to keep an already sophisticated program more agile, the independent expertise of an agency offers the edge you need to remain agile.

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