Why a quality blog will pay greater dividends

February 12, 2014 at 9:59 AM

These days most businesses that rely on their web presence as a means of generating visibility, enquiry and revenue recognise the need for fresh content to appear regularly on their site.

A regular blog is a popular way to achieve this, however most business owners and their marketers and website managers don’t have the time – or the right skill set – to keep this up themselves. Enter the professional blogger.

There are a plethora of providers out there, all willing to blog on your business’ behalf, and some for a microscopic fee. While choosing a cheap and cheerful provider might be tempting, to get a result that’s worthwhile it’s really important to employ a blogger who:

  • Will get to know your business inside out – after all, they are effectively acting as your voice on the web, so the tone of their articles needs to gel with your brand.
  • Can grasp the issues and terms unique to your industry and your local market – otherwise your blog runs the risk of seeming inexpert, and you run the risk of spending far too much time correcting the blogger’s efforts!
  • Can write! Yes, this would seem obvious however there many, many low cost providers whose content is of a pretty poor quality. Typos, spelling errors and poor flow all reflect directly on your brand!
  • Can help you with a long-term strategy for your blog to ensure you are clear on your objectives and know whether they’re being met.

At the end of the day, any kind of marketing is essentially an investment exercise – you spend some money with the aim of making more down the line. In the case of a blog, it’s critical to ensure that the money spent has the best chance of creating a return... And for that, you need a decent blogger!


Tags: outsourcing writing call in the specialists blogs
Category: Content Marketing


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