Content marketing is easier when you can outsource some of the writing and researching to qualified writers. A great way to short-cut the time needed to research, write and publish quality online content is to find a good writer to supply articles.
For example, as a former executive coach and psychologist, I write for other coaches and consultants who are too busy with clients to write their own newsletters and blogs. You can find good writers in just about any field.
While this has created a good business for me, doing what I love, I don’t see many people using other people’s content for optimal results. Furthermore, when they do use writers, they don’t personalize it to make it their own.
Content marketing can’t work well without unique and personalized copy. I get frustrated because people use canned articles ‘as is’. They don’t take the time to add their own stories, to explain how it is for them in the work they do.
You need to connect the dots for readers.
- Tell them why this article and these ideas are important to them.
- Tell them about the work you do with your clients.
- Tell them how they can learn more about what you’re publishing.
In my ebook Content Marketing with Blogs, I talk about the 4 Es: educate, entertain, engage and enrich the lives of people each time you write and publish on your blog. When you write, think about elements of each goal:
I think we’re all very good at our professions, we know a lot, and some of us are good about writing what we know. Or, we hire a writer to do that for us, and buy ready-to-publish content that’s full of research and facts. We’re good at educating our readers.
But to entertain readers, we have to become more real, by telling stories of the work we do with clients.
To engage readers, and to enrich their lives – we have to do even more. We need to write stories about why we care about the work we do with clients, and WHY we do what we do.
We need to communicate that passion. It’s what I call your back story. What’s the background you’ve had that compelled you to go into the profession you’re in today?
That story is very interesting to people. It’s what will resonate with them and make them want to work with you.
Like anything, it’s how you use content that counts. Ready-to-publish articles are only great when you take time to personalize them, and connect the dots between quality research and facts, and how you, as a professional, can help solve people’s problems.
What do you think about using outsourced articles from writers?