You get it!
Adding quality content to your website is the best way of moving up through the search engines – whether it’s text, video, audio, images – whatever – so long as it is relevant and interesting – the more new content you add the more likely it is that people are going to talk about you.
So why do the vast majority of people find it so hard to actually follow through and do this?
Producing Quality Content Takes Time
The majority of our clients are small to medium size businesses – if you’ve got less than ten employees it’s unlikely that you have the budget for a dedicated online marketer – so – whose job is it to write the copy for the website?
We can guarantee that the person with Marketing in their title is rushed off their feet with traditional channels - the longer term ROI of online / social media marketing just doesn’t stack up in the short term; phone a client or write a blog post – guess which one loses?
Writing Quality Content is a Skill
We’ve written this before but it’s worth repeating: just because you watch House religiously doesn’t mean you can diagnose your own illness and a passion for the Practice doesn’t make you a lawyer. Sure you’ve been writing most of your life but it doesn’t mean you’re any good at it.
Writing for the web is different than writing a letter or an essay or even a marketing brochure – there is a structure and an underlying logic to writing a blog post – it isn’t hard to learn but like the professions above, you have to practice it to get good.
Setting Yourself Up to Fail
As a small business owner myself I think the reason people struggle with producing copy is that they don’t allocate a significant value to it. Because they’re smart and capable individuals they look at the act of producing web copy and assume that they can do it themselves - why pay someone for something that you’ve been doing since you were three?
Of course what happens next is that life gets busy, time gets short and if they do actually allocate time to write they suddenly find that it’s hard to convey what they want in an interesting way. Be honest – if you have ten things to do – which do you do first – the ones you know how to do or the ones you have to work at?
Outsource the Writing of Content
We’re working with a couple of different clients who have some copy for their sites but need it optimized for SEO – keyword phrases researched, text tweaked, re-presented and organized. Good copywriters can charge anywhere from $35 an hour up to the $100+ - we tend to work with people in the $50 to $75 an hour range and are delighted with the quality we receive.
If you can establish a relationship with a writer who over time gets to know your business – where you can have a 15 minute Skype conversation with them where you relate the idea of what you want to get across – maybe provide a couple of links to sites – have them produce the copy, tag it and then post it to your site – how much is that worth to you?
This of course has sparked the idea for the next post – which will talk about online marketing spends shifting – I wonder what companies are doing with the hundreds of dollars a month they were spending on “SEO” – link building, multiple sites, etc – do you think they’re now spending it on copywriting?