Category Archives for "Content Marketing"

seo for contractors
Jul 06

How Often Should I Be Posting to My Blog?

Content Marketing , SEO

Blogging frequency is somewhat of a sticky topic in the digital marketing world. Some people have hard and fast beliefs about how “you have to post seven blogs per week or EVERYTHING WILL EXPLODE!” Others only post whenever they feel like it, which can be as unpredictable as it sounds.

In truth, both camps are wrong. Posting on a regular schedule is absolutely essential. It helps you build audiences, stay organized and discipline yourself to continually push out worthwhile content.

On the other hand, posting too frequently leads to diminishing returns. Posting every day, for example, can mean that a fair chunk of your blogs never get read. When promoting your blogs on social media, the algorithms may also be much more likely to pass over your umpteenth blog promotion for the week.

So what is the happy medium? How often is the right blogging frequency for you?

The answer is a resounding: “It depends.” The circumstances surrounding your contractor business and the unique qualities of your audience both dictate the right number of times to publish a blog post each month. Your marketing goals also come into play, especially if you intend to use your blog to increase your search engine rank or support lead generation.

On average, posting once or twice a week should hit the “just fine” mark. But if you want to know how to calculate exactly how often you need to publish in order to benefit your objectives and audience needs, keep reading.

Why Posting Every Day Isn’t Smart or Necessary

internet marketing and seo for contractors

First, let’s get some reasons out of the way for why it’s pure overkill to post a new blog every single day.

For starters, you’re going to wear out your audiences. If they happen to follow you on social media or subscribe to your email list, a daily promotion talking about your latest in a slew of new posts is going to get under their skin really quickly.

Forty-six percent of people say they have unfollowed a brand because it promoted too often, and 35 percent say that they’ve unfollowed someone because they post too much in general. Constant nagging in their inbox or begging on social media ran its course, and they jumped ship.

Even among audience members who absolutely love to read your content, posting every day is too much for them to keep up with. They’ll inevitably fall behind, meaning not every blog gets the attention it deserves. This may be less of a problem if, say, you’re an outlet with millions of readers, but the average website only gets so much attention for its blog per week.

Similarly, social media algorithms may begin to think that people don’t like engaging with your content. The more of your posts that end up with an extremely low engagement rate, the more likely the algorithm is to decide that you aren’t worth showing up on someone’s newsfeed.

Plus, having hundreds of posts without a single like or comment can start to look downright sad. Someone might even write an article about the embarrassment if you’re a big enough brand.

Earning comments and engagement serves as “social proof” that looking at your content is worthwhile. It’s the same thing as seeing a line outside a bar; people think “that’s gotta be the place to be!” Popularity brings more people.

But when you have no engagement, it kinda makes people steer clear. You start to look like the one kid sitting by himself at lunch. Someone might feel bad for you, but engaging at that point could be social suicide.

So don’t overdo it! Any way you slice it, it’s going to make your brand feel like a social outcast. It will also mean that you’re wasting resources in the process on superfluous blogs that hurt, rather than help, your marketing goals.

The Importance of Consistency

local seo for contractors

In addition to realizing that there’s a blogging frequency line you shouldn’t cross, recognize that consistent publishing benefits your blog performance for several reasons.

One of the biggest reasons consistency helps your readership is that it means you’re predictable. People know that if they visit your blog or check out your social feeds, they’ll see something new every so often. Even if you prefer to only publish blogs once or twice a month, people can anticipate when the next post will drop as long as you release them on a consistent calendar.

Realize that 18 percent of people will unfollow a brand because it’s page is “too quiet.” Someone may just end up checking out because they decide you’ve run out of things to say.

Consistency also forces you to be disciplined about blogging. Search engine optimization (SEO) takes several months to begin working. Search engines need to be able to index a consistent volume of content regularly over weeks and weeks before they begin to consider linking to your domain. They also seek out fresh content, meaning that what helped you rank last year could quickly get stale and overtaken this year.

Publishing on a regular schedule therefore ensures that you are constantly planting seeds for a sizeable readership and SEO. Each new blog helps your previous efforts take root, and just as a piece of content begins to become less effective, a whole new crop is ready to take its place.

One last benefit of consistent blogging frequency worth mentioning is that it forces you to plan. If you have a set number of blogs to publish each week or each month, you’re strongly incentivized to create a content calendar.

You may also be more inclined to plan out your topics. Preferably, you are bookmarking interesting things you’ve seen throughout the week to develop a content idea queue. As you place these ideas on your calendar, you can determine how to have a variety of topics that keep your blog interesting while covering your desired keywords.

Determining Your Ideal Blogging Frequency

contractor leads

Now that you know why blogging on a consistent basis—but not every day—are the golden rules, here is how you can figure out the best blogging frequency to meet your needs.

  1. Define your goals and key metrics to measure
  2. Form a hypothesis for how often you think you should post to meet these goals
  3. Post at your hypothesized frequency for at least two to three months to establish benchmark data
  4. Hypothesize how you might improve your key metrics by adjusting your posting frequency
  5. Measure the difference averaged over a few weeks
  6. Go back to step four and continue experimenting to optimize

Notice that step six implies that this is a never-ending process. The perfect posting frequency for you now may change in a few months.

As for how to make an educated guess for how often you should post, you can use some of the following decision-making criteria.

Current volume of content

Blogs with little to no existing content should push themselves until they have at least a few dozen articles under their belt. Don’t publish every day, but don’t be afraid to publish far more often than you intend to, just so you can build out your content with a healthy backlog.

Current readership volume

If you have thousands of readers for every blog post, you should always see what happens when you post slightly more often. Chances are great that your priority metrics and views will only go up.

If you don’t have very many readers yet, posting more often could risk dividing their attention. Experiment with shifting days around and adding slightly more posts per month rather than assuming more is always going to be better.

Best traffic sources

Your main source of traffic—or the channel you intend to use as your main source—matters a great deal for how often you post.

Neil Patel points out how blogs like Moz that produce high quality content can depend on new backlinks and search engine referrals bringing people to their content for months, sometimes years.

On the other hand, blogs like Buzzfeed, that earn most of their traffic from social media, have to “feed the beast” with constant new articles and updates. For blogs that get lots of viral shares and engagement via social media, sometimes posting multiple times a day can actually be a strategy that works!

Your own capacity and resources to create blogs

This is an incredibly important point that can all but negate everything else we’ve already suggested. Specifically: only write as much as you can. Otherwise, you are going to get burnt out and start publishing sub-par work.

The best way to avoid burnout is to have enough polished content that you are at least a month ahead. That way, you can take a break if you aren’t feeling inspired or motivated. You may also need to find outside help from a content marketing agency or a freelance writer.

In the end, just listen to your brain when it comes to how positive you feel about blogging. Developing a schedule and a content calendar can make you more productive, but it can’t make you an amazing writer every time you sit down at the keyboard.

“If you post only once every two months, but the content is truly awesome, you will be much more successful than someone publishing crappy posts every day,” reflects SmartBlogger—and we couldn’t agree more!

contractor marketing strategy
May 04

Are You Stealing These Content Marketing Strategies? You Should Be!

Content Marketing

Generating ideas for your content marketing strategy can be extremely tough. It gets even harder when you focus so much on your brand goals that you get tunnel vision. Fortunately, there are plenty of brands out there doing an amazing job with content marketing and getting great results.

You should totally steal from them. Really.

Think of it as evolution rather than imitation. You see what works for them, and try to put your own twist on it. As you measure results, you refine your campaigns over time to become a better version more-suited for your unique branding and goals. If you’re doing it right, someone will steal from you someday.

To get you inspired by others’ inspiration, here are five amazing content marketing campaign strategies that are completely worth ripping off.

Focus on Storytelling and Client Successes

contractor marketing ideas

Some content fails to hit the mark because it’s too deeply embedded within the brand. It lacks a human touch, and people may therefore end up trusting the messages less.

To come across as more authentic, pull back. Think less about your brand or product and more about what your particular solution does. Or, focus on a pain point it solves.

An amazingly creative example of this is the Fixodent video “Saving Aslan”. It covers the struggles of a gorgeous white lion who suffered from a loss of his canine. To save the lion and ensure he enjoys a good quality of life, Fixodent sponsored wildlife activists efforts to perform surgery on the lion.

The video hits tons of high points: emotion, gorgeous animals, environmental advocacy, people performing powerful acts of kindness, redemption. It has all of the ingredients to go viral, and it communicates a parallel message to the branding without beating you over the head with it.

Another great example comes from REI. It’s Co-Op Journal site highlights feats and lifestyles for people who live to have outdoor adventures. The stories are human-focused and promise to show readers things they’ve never seen before: a powerful recipe to draw clicks. People get inspired, they learn a lesson, and they get to learn about new heroes worth keeping track of.

You don’t have to be quite as ambitious as these two brands to find your own version of storytelling success. Just take a step back to focus on your clients or the difference you make in the world.

Tell a great story. Highlight great things happening in your industry. Demonstrate what your philosophy or business approach can do. Clicks will naturally follow.

Crowdsource Content

Crowdsourcing is an brilliant way to win engagement, improve the appeal of your content, and develop relationships with your audience.

Airbnb, for instance, combines storytelling with crowdsourcing. They let their own user base tell them what makes the platform special, and then they add a layer of gloss to the story so that it fits their brand standards. The stories end up coming across as more authentic and interesting as a result.

Another option for crowdsourcing is to let your own audience decide on your next campaign. Makeup brand Bobbi Brown allowed its social community to vote on the lipstick shades they would bring out of retirement.

Coca Cola let people submit entire marketing campaign ideas for a slew of their campaigns.

You don’t have to have huge audiences to get this type of traction, though. Simply let people feel like they are participating in something and that their voice matters.

A stellar example would be to highlight a particular community or organization through crowd input. Or, you could donate to charity and let people decide on their favorite cause. Campaign strategies like these build momentum as they continue and have huge payoffs when people see their own ideas come to life.

Be Quirky, Go Viral

contractor marketing tools

For a time, brands tried oh-so-hard to be weird with mixed results.

Yet, weird, humorous and unusual content often gets the most attention through social channels.

The key to success with this strategy is to approach content like a normal social user would. Think about what would genuinely be funny, intriguing, or at the very least worth a closer look. Let go of your professionalism (but don’t be offensive!), and see what happens when you let your own interests or weird ideas come to life.

Denny’s has found huge success with the strategy. Quirky posts like this Twitter photo earn tons of attention and retweets. They barely have anything to do with a traditional ad goal, but they get people interacting.

An auteur-type strategy works especially well if your content can find appeal within a niche community. Arby’s use of packaging and branded imagery to create artistic references to video games, anime, and popular pop culture franchises has been a huge hit with online communities.

People go online for good art and entertaining content, after all. Give them something they would love to see, but keep your brand visible so that people understand a connection is there.

Create a Subtly Branded Publication to Build Trust

Not to give you whiplash, but this strategy is in many ways the opposite of the above one. Rather than offering amusing or beautiful diversions, your content can become one of the most trusted and valued resources among your audiences.

Turbotax company Intuit offers a great example. Taxes and financing are a dense subject not too many people feel comfortable with. A handy blog that answers their questions and defines key concepts is therefore likely to bring them a sigh of relief.

American Express’s small business blog expands on this concept even further. In addition to advice and introductory information, they provide news, highlight success stories, and offer opinions on important matters in the small business community.

The true mark of success for these blogs is that people will readily link to them and click on them in search results without bracing themselves for an ad pitch. Provide value. Satisfy your audience’s needs. If you can, they will trust you wholeheartedly.

Collaborate With Micro-Influencers

electrical contractor marketing strategy

Now is the time to stop ignoring micro-influencers.

Chances are almost 100% that there is someone in your field with more followers and perceived authority than you. Your job is to locate these influencers and find some way to collaborate with them.

A “collaboration” can be something as simple as a request to share your content or review something you send them. A subtle way to do this is to include a quote or reference to the person in a piece of content and tag them when promoting the content on social media.

Collaboration can go much deeper than that, though. Many makeup companies are finding huge success by partnering with YouTube channels that offer makeup tips and reviews, for instance.

Makeup brand MAC even asked top beauty influencers to come up with unique shades and product types related to their content channels. The brands get to share exposure and motivate the audiences of the channels, and the influencers get to feel like they are now a part of the products they review and interact with.

Just make sure to follow best practices for influencer marketing campaigns. The most important is to align your campaign to your goals and prioritize things like conversions over vanity metrics.

Steal to Succeed

Every business idea is an iteration on something that came before it, and that includes content marketing strategies. By using the above ideas or looking to the examples to come up with your own, you can branch out and try new things.

Well, they’ll be new to you at least!

best online marketing for contractors
Apr 20

The Blogging Guide Every Start-Up Contractor Business Needs

Content Marketing

Why start a contractor business blog? What elements does your blog need to be effective? How can you capitalize most effectively on the marketing opportunities a blog creates?

We’ll answer all of these questions in our relatively brief but comprehensive content marketing and business blogging guide for start-ups below. You’ll learn some of the most important markers of quality for an effective blog, how to develop a content marketing strategy that translates blog traffic into real leads, and what factors promote your search ranking (SEO) success.

So, without further ado, let’s get started!

1. Why Bother With a Business Blog for Your Start-Up?

contractor marketing tips

Simply put: a contractor business blog is an effective tool for achieving all of your most important marketing goals. It can:

  • Augment your other marketing efforts
  • Warm people up to your brand
  • Generate awareness for your startup
  • Work people into the start of your marketing funnel
  • Help you develop relationships with loyal visitors
  • Much more!

Creating a blog differs from traditional advertising techniques in that you expect the leads to come to you. This approach is referred to as “inbound marketing,” and it’s incredibly effective in an era where most of us are straight up burnt out on ads.

According to the Content Marketing Institute, small businesses that have a blog earn 126% more lead growth compared to businesses without one. A blog can also convince 61% of surveyed U.S. online consumers to make an eventual purchase. On top of that, HubSpot notes that blogs can earn your business 97% more inbound links, effectively multiplying your site’s traffic potential.

Since a start-up needs as much attention, awareness and clicks as possible, content marketing through a contractor business blog seems like a no brainer!

So where should you start when planning your future blog? By planning and forming a strategy with your audience firmly in mind.

2. Conducting Audience Research

Your blog is first and foremost for your audience. If they hate or don’t care about what you’re writing (the second one’s actually worse!), then you won’t accomplish any of your contractor business goals.

Search engine algorithms have also been refined over the past decade to provide results they think the audience will like. Things that hurt the audience experience, like writing misleading headlines or ripping off articles verbatim from other websites, therefore also tend to hurt your search engine ranking.

Writing for your audience is therefore essential to get the results you want from your blog.

There are a few research methods that can help you understand your audience better:

  1. Common traits within your current prospecting list and lead opportunities (you can even survey them!)
  2. Social mentions of your brand through social listening tools
  3. Existing reviews and press coverage of your brand
  4. Profiles of your competitors’ current client/customer list; these can also help you determine the subtle variations between their audiences and yours!
  5. Research of audience traits on forums, popular industry blogs, and trending social topics related to your core business

There are many other ways of conducting market research to define your audience — including hiring a firm to do it for you outright — but your own customers and experience within your industry can often be your best resource.

3. Developing an Audience-Focused Blog Strategy Through Personas

contractor business leads

Once you have a good view of your audience, separate them into a few key segments. Your segments should encompass all the shades within your audience’s buying tendencies, especially if different segments buy different products.

For example, maybe computer repair stores are ideal targets for the regular tier of your workbench and job ticketing software, but enterprise-employed IT heads are targets for your top-tier.

Using your segments, create buyer personas. These distill each of your segments into a single, imaginary person.

Now, write content for your personas! Pay close attention to the things your personas care about most and the type of content they seem to read most voraciously. Helpful topic prompts include questions they may have about your industry and “how to…” articles for alleviating related pain points.

Note that no piece of content will likely cover 100% of your buyer personas, and that’s ok! Just be sure to cover each equally (or in proportion to their priority) and provide a little something to encourage each one to read if they see your latest posts.

4. Have a Sensible, Effective Keyword Strategy Based Around Persona Intent

Your keyword strategy should be an extension of the things that motivate your buyer personas. After all, keywords are intended to serve as signals for search engines related to queries, and they also send signals to human brains that “this is relevant to me and worth clicking.”

A good practice is to use a keyword generator tool to come up with a list of keywords related to your current website, your competitors’, or a generic subject prompt. Then, plan how each keyword would relate to your segment.

For instance, searching “IT ticket software” on the free tool keywordtool.io generates many related results, including “trouble ticket software open source.”

Using our two generalized buyer personas above, let’s imagine how two different segments might use this query:

  • General Manager of a Small Computer Repair Workshop
      • Searches “trouble ticket software open source” because they want a free tool and likely don’t have much of a budget
      • Motivation: get a free piece of software
      • Suggested content suited to intent: “8 Best Open Source Trouble Ticket Software Products”
      • Possible CTA: “…many open source tools are limited in their functions, though. See why going free could actually cost you by downloading our ‘5 Factors That Hurt Computer Repair Store Profitability’ now!”
  • Head of IT for a Medium to Large Corporation
      • Searches “trouble ticket software open source” because they are curious what is out there and want to weigh their options
      • Motivation: make the best choice for their organization, including both money spent and end results
      • Suggested content suited to intent: “Advantages and Disadvantages of Using Open Source Trouble Ticket Software”
      • Possible CTA: “…but our product offers several advantages over open source, even when considering cost. Watch our brief video to see the advantages XYZ Product offers!”

From this exercise, you can see that keywords can guide a lot more than just where you stuff things in your content. In fact, don’t keyword stuff at all, but instead, use intuitive keyword groups and variations on your focus keyword to get the best results.

18% of top-ranking results for high-volume keywords don’t even have an exact match keyword anywhere in the body text!

So let keywords be a launching pad for playing into the search intent of keyword use, and segment your content ideas based on what motivates your buyers’ personas.

5. Make a Few Important Business Decisions

contractor marketing plan

Knowing your audiences and the keywords they use as important intent signals are the most important foundational steps to starting your start-up’s blog.

After getting oriented, you can make a number of decisions with the end goal of satisfying your audience personas:

  • Will my blog be branded differently than my main site? Separating your blog with its own brand can help win your audience’s trust, but it adds complexity to your strategy. Consider the pros and cons as you research well-branded blogs like Adobe’s CMO.
  • How often will I publish? Your publication schedule is dictated by A) Your bandwidth, and B) The typical amount of news coverage in your industry. Also keep in mind your capacity to do “theme days,” such as posting a video every Friday recapping one of your most popular blogs.
  • Who can I network with to promote my content? Email and social will be effective channels for content promotion, but getting amplified by someone with a lot of traffic/followers is even better! Identify blogs that allow for syndicated content or submissions, and identify micro-influencers in your niche so you can write content they’d be likely to share. (Hint: it never hurts to quote that person and tag them when you share your blog!)
  • How will my blog lead to the next stage of my marketing funnel? Every blog concludes with a call to action (CTA). Strong CTAs command the reader with an action verb to perform a simple task that provides a concrete benefit. Tailor your CTAs to your segment and their approximate buyer stage. As a general rule of thumb:
  • If they are further away from a purchase, invite them to sign up to your mailing list to download premium content pieces.
  • If they are closer, invite them to get a quote, schedule a demo, or take a direct look at your product information.

6. Monitor, Measure, Analyze, and Optimize

Your blog will be an evolving creature that adapts to the signals your audience sends you.

Pay close attention to the data you get from readers, both on your website and with any promotional announcement, such as a social media post. Your data will reveal things like which headlines get the most clicks, which articles get the most shares, which CTAs convert most effectively, and overall which types of content people prefer.

Use this data to revisit your content strategy and tweak it to find better success over time.

Should You Outsource Your Start-Up Contractor Business Blog to a Writer or Content Agency?

Performing all of the above steps yourself can help you understand what your content needs to find success. But even then, you may wish for better performance, a more efficient process, or for someone to take the task of writing, publishing and promoting completely off your hands.

If this is the case, working with a content marketing agency could be the answer for you. They can use your research, branding, and guidelines to develop content suited to your unique flavor. Weigh your options, and then decide what will ultimately be best for your business and especially your audience.

 

contractor marketing magazine
Mar 30

Should Contractors Outsource Content Writing, Develop Talent In-House, or Both?

Content Marketing

Quality content is quickly becoming a brand differentiator for businesses trying to compete for online visibility. Companies able to maintain a steady stream of great content can capture larger online audiences, earn higher search engine results rankings, position themselves as thought leaders and strengthen the overall performance of their marketing funnel.

The question for contractors, then, isn’t whether they need a content writer but rather how they should go about working with one. Hiring a full-time writer (or a stable of writers) as part of your in-house marketing team is one option while outsourcing the work to various creative agencies or freelancers is another option. Some businesses also choose a mixture between the two.

Deciding which route to go for your own content marketing needs depends completely on your unique goals, how you want to portray your brand online, and how those requirements might shift as time goes on.

To help you come to a conclusion, consider the following pros and cons of outsourced content writing compared to developing your own in-house team. The information can provide food for thought as you develop your own content writing strategy and whose shoulders the responsibility will ultimately fall upon.

Pros of Hiring an In-House Content Writer or Writing Team

contractor marketing materials

Having your own writer or writing team as part of your staff provides you with embedded talent that is always available to fulfill your needs. You can have them oversee and contribute to many different project types, and you can also use their expertise in a consulting capacity to review any copy created by anyone else.

Think of it as having someone who is intimately familiar with your brand and your processes on retainer. Rather than worrying about billing costs or scheduling for each individual project, they can take on as much as their bandwidth can carry.

Developing talent in-house also ensures that you have total ownership over your brand voice. A freelancer you develop a great relationship could cut and run, leaving you struggling to find a replacement.

Some brands go even so far as to have an entire department dedicated to content writing, copywriting, PR and similar projects. Cisco embraces this approach as a type of corporate newsroom, where brand-focused journalism is always available on tap and content is produced in substantial volumes on a consistent basis.

Cons of Onboarding a Full-Time Content Marketing Writer

Despite the convenience of having someone in the office handle all your writing needs, there are also many limitations.

The most obvious limiting factor is money. Not only do you have to pay a writer a 30k – 60k or more salary, but you must also pay for their worker’s comp insurance and their employment taxes as well as any benefits you offer. They will likely get sick days, annual leave, family insurance coverage and other add-on overhead that ends up not directly translating to work performed.

Speaking of work, even the most productive full-time writers only have so much time in the day. If you have a huge project coming up, you may need to onboard even more talent or resort to outsourcing to other freelance writers and agencies.

On the reverse side, if you have a lack of writing-heavy projects on the calendar, your employee still gets their regular salary.

In addition to the problem of fixed capacity, in-house talent can sometimes end up getting overexposed to brand messaging. Their approach may end up sounding biased or too salesy. By comparison, a freelancer will share your projects with many other diverse client projects, helping keep them objective and focused on their audience, not just your brand.

Finally, some companies have difficulty retaining writers. They end up investing time and money onboarding and then developing them only to have them jump ship later on.

Pros of Using a Content Freelancer or Marketing Agency

contractor marketing services

Outsourcing content marketing allows you to have predictable costs on a fixed per-project or ongoing package basis. You also gain access to content production capabilities at scale — presuming, of course, that multiple writers are capable of producing the level of quality you need.

Flexible capacity also means that you can have a highly variable workload. If you outsource a large project to a content team, then you don’t have to worry about them twiddling their thumbs when the project ends. You can also decide to skip your regular content output for a period without having a sunk employee cost associated.

Another benefit to outsourcing is convenience. You don’t have to add to the complexity of your organization with new departments, managers and case loads for HR to handle. Instead, you have one source of billing, one line of correspondence for content needs, and a relationship with a cohesive group rather than individual employees.

Ultimately, outsourcing content marketing provides flexibility, convenience, and the ability to adapt the type of content you produce as your company grows and changes.

Cons of Outsourcing Content Marketing to Others

The biggest risk with using an outside writer for your content needs is that they can end up controlling your brand voice. Unless you offer strict guidelines on voice, formatting, and the overall writing approach to your content, then each writing task will leave a lot open to interpretation.

Problems arise not just when someone comes up with a bad interpretation but also a really good one. Suddenly, you are dependent on someone not within your organization for your digital marketing success.

Even if your content quality isn’t beholden to one person, both freelancers and agencies contract on an at-will basis. They can suddenly decide they don’t have the capacity to work on your projects or demand a higher rate. You must then weigh your options, which can be nearly as time-consuming and costly as onboarding an actual employee.

All that said, most of these risks are completely hypothetical. If you are able to locate a good outside content writing source and develop a relationship with them, then you can receive all of the benefits described above with none of the associated drawbacks.

A Hybrid Approach — The Best of Both Worlds?

contractor online marketing

An alternative to a 100% in-house or 100% outsourced content writing solution is to share duties between the two.

For example, you can have a copywriting and content production team that occasionally outsources projects when they hit their capacity or want to embark on a large project.

Or, you can have someone in a marketing leadership position who happens to be a talented writer. They can perform small projects and lend their writing expertise to any tasks they share with others.

When it comes time to outsource, you have someone with experience and craft knowledge to shape the requirements of your content projects. They can also edit the projects as they come in to ensure they match your brand voice.

In both situations, your team has ownership and control over the quality and aesthetics of the content you create. They can have a strong say when it comes to vetting and selecting an outsource partner.

At the same time, you have the capability to scale the quantity of content created on a flexible basis. Essentially, it’s a win-win.

Ultimately, the decision for how to arrange your content writing responsibilities rests on your own shoulders. By taking your current needs into account, predicting your future needs and weighing the pros and cons of your options, you can arrive at a smart decision.

contractor marketing
Mar 23

6 Huge Advantages a Content Writing Agency Can Offer Your Contractor Business

Content Marketing

When weighing your options for creating content marketing pieces, don’t overlook the significant benefits outsourcing your workload to an agency can have. While onboarding content writing staff or working directly with a freelancer can both be viable options, they barely scratch the surface of what a content marketing agency can offer.

When working with an agency, you have the ability to dramatically upscale the quality, quantity and overall reach of the content created for your digital marketing campaigns.

For instance, a content writing services provider can give you a set cost for creating a high-quality asset like an eBook that includes all the services you need like graphics and a paid social media promotion budget. When managing such a campaign in-house, each of these services and the tools required to make it happen are an individual cost.

Working with a content writing company therefore upgrades your capabilities while helping you achieve efficiency and streamline your content creation processes. Even if you have your own talent in-house, outsourcing even just a portion of content creation and content promotion to an agency can cut your costs and help you achieve far better campaign performance.

To help you understand what an asset a content marketing agency can be for your contractor business, consider the following six biggest benefits below.

High Quality Professional Work With Writing Expertise

marketing for contractors

The most immediate benefit to using a dedicated digital marketing agency to write your content is a high standard of quality. Professionals who write full time have familiarity, expertise and a high level of comfortability with their craft.

In other words, they can create highly polished and engaging pieces with far less effort than your staff ever could. Professional writers have also learned hard lessons over time, such as how to insert stronger action verbs or how to structure sentences that have crystal clear meanings.

An agency-level expertise also applies to more than just the writing of the pieces themselves. They also understand long-term content strategy. Their knowledge can encompass the timing of publication, for instance, or the best way to format your pieces for optimal presentation. They may also be able to provide advice on how to select or mold topics so that your pieces always provide value and satisfy an established audience need.

Outsourcing your work can therefore significantly improve overall quality and performance compared to what can be produced in-house.

Quicker Output Potential and Scalability

In addition to quality, content writing services provided by an agency give you access to scalability. You can potentially go from a regular content load of four blogs per month, for example, to six blogs plus a premium white paper at the drop of a hat.

Because content agencies have access to a stable of qualified writers who dedicate their schedules to writing, they almost always have the capacity to take on more work. Making a dramatic content project change, such as the one illustrated above, can be accomplished quickly.

You also don’t need to develop permanent resources that you won’t have use for later. For instance, you won’t have to hire three employee writers for a special project who then have nothing to do once the project is complete.

Stop Paying Opportunity Costs, and Reclaim More of Your Labor Hours

marketing for contractors business

No matter how talented you or your employees may be at writing, getting your content writing done still requires a time commitment. Employee hours that could go to things like researching business opportunities or measuring your overall marketing performance is instead spent writing and editing.

If you’re currently handling a lot of writing duties yourself, you understand just how time consuming it could be. Other projects and things that need your attention get put on the backburner, and the tasks you do get to receive a smaller portion of your time.

Outsourcing content creation frees up the time for your staff, enabling you to accomplish more and focus on activities that help your contractor business grow.

A Content Writing Agency Can Augment Your Capabilities at a Fixed Cost

Content agencies bring a lot to the table. They often have their own tools for managing content publication, monitoring content marketing performance, or jazzing up the content itself.

For example, a content marketing agency will typically have a subscription for a stock photo service as part of their budget. Rather than you having to spend $40 to $400 or more a month on just using a few photos, you can have them built into your budget.

Likewise, a content marketing team assigned to your account will be able to help you track more campaigns and stay organized better than your in-house employees could manage on their own.

In a sense, they become a peripheral part of your staff that is highly experienced and knowledgeable. It’s kind of like having a superhero squad at your disposal. Kind of.

Create Targeted Content That Appeals to Your Audiences, Not Just Your Business Goals

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Contractors that create their own content can run into one surprising and unexpected flaw: they care too much about their brand to think like a typical reader.

Because of this limitation, even the most talented in-house staff may end up writing copy that sounds more like a commercial than a blog. Over-promotion indicates bias, which breeds mistrust in audiences and can cause them to lose interest in what you have to say.

Someone embedded in an organization can also tend to forget what sorts of concepts need to be explained or kept in mind when speaking to a non-expert audience.

Content writers bring objectivity and a razor-sharp focus on audience needs with them. They are often familiar with multiple subject matters and countless styles of writing. Being well-versed helps them share expertise and explain concepts to a layperson while sounding like one of them, not some overeager marketing person.

An experienced writer can also bring with them outside perspectives a contractor may not have considered, such as a handy metaphor or a relevant resource they stumbled upon during another project.

At the end of the day, a seasoned content writer wants to meet the needs of their audiences above all else, which helps propel business goals without sabotaging performance by being over-eager.

Reduce Risks of Full-Time Employees

The final aspect contractors should consider when outsourcing is the sheer amount of overhead and risk full-time employees bring. Onboarding and training take a significant amount of time and a hefty financial investment. If the employee doesn’t work out — or they decide to leave their job within a few years — the business may not have fully recouped its investment in talent development.

There’s also complicating factors like additional HR overhead, benefits, employee taxes, the need for management and countless other things. Working with an agency streamlines all of this into one fixed, predictable cost that you can adjust practically at-will.

In the end, you get the work you need done more efficiently, more flexibly, and with a higher level of polish when outsourcing to a content writing services provider. Because of all the advantages they offer, their services are indispensable for businesses of all sizes no matter how many great writers they do — or don’t — have on staff.